Saudi Arabia is set to revolutionise its entertainment scene, thanks
to a whopping SAR50 billion (US$13 billion) investment by Saudi
Entertainment Ventures (SEVEN).
SEVEN, a subsidiary of Saudi Arabia’s Public Investment Fund, is
developing 21 entertainment destinations across 14 cities, featuring
exciting new attractions and partnerships with global brands like Warner
Bros. Discovery, Mattel and Hasbro.
Damien Latham, SEVEN's chief attractions officer, says the company is
in a unique position to create a whole new genre of entertainment in
the kingdom. With over 150 location-based entertainment attractions in
its portfolio, SEVEN has used its research into what the people of Saudi
Arabia want to create a hub-and-spoke approach to populating its
entertainment destinations.
The company's first flagship location in the Al Hamra district of
Riyadh is expected to attract six million visitors annually, with indoor
surfing, skydiving, bowling, cinemas, restaurants and retail outlets,
as well as attractions like a Transformers-themed ride and a Clip ‘n
Climb climbing experience.
SEVEN is creating innovative water adventure parks with a mix of standard rides and non-standard activities such as cliff diving, scuba diving, and water caving.
SEVEN's 21 entertainment destinations will be located across the
kingdom, offering a wide range of entertainment to a population of very
entertainment-savvy people, with 60% to 65% of them under the age of 35.
From adventure centres and waterparks to aquariums and go-karting
tracks, SEVEN's destinations are designed to cater to all ages. The
company's innovative approach to fusing different typologies of
attractions means visitors can enjoy unique experiences like water
adventure parks and themed adventure golf concepts.
SEVEN has also partnered with some of the biggest global brands in
the entertainment industry to launch new attractions, including Warner
Bros. Discovery, Mattel, Hasbro, and Clip ‘n Climb. The company's
exclusive deals with these partners have resulted in attractions like a
Transformers-themed location-based entertainment box, Play-Doh
imagination centers, and six Hot Wheels-themed karting centers across
the kingdom.
But SEVEN's entertainment destinations aren't just about attractions;
they're also designed to offer a seamless blend of retail and food and
beverage options, providing a public realm where families can relax and
enjoy themselves. With over 80% of the portfolio featuring Saudi-created
IP and a focus on creating a credible partner that resonates with
consumers, SEVEN is confident it will have a winning formula for
success.