SEVEN: Reshaping leisure and entertainment experiences in Saudi

Massive investments to boost local economies, create jobs 
SEVEN: Reshaping leisure and entertainment experiences in Saudi

Saudi Entertainment Ventures (SEVEN) is aiming to redefine the future of Saudi Arabia’s entertainment landscape. Armed with over $13 billion to be invested in 21 integrated entertainment destinations across 14 cities in the Kingdom, SEVEN is laying the groundwork for world-class entertainment experiences to be a staple for people living in and visiting Saudi Arabia. 

“This will help enhance the quality of life of residents and visitors through unmatched experiences, including leisure, retail and culinary offers,” said Bader AlTurify, SEVEN’s chief financial officer. “Our projects will have a significant impact on the leisure and entertainment industry, creating jobs and boosting local economies. They will have a significant, ongoing positive effect on the nation’s economy, contributing to Saudi Arabia’s vision of economic diversification.” 

Bader AlTurify, chief financial officer at SEVEN

SEVEN has already broken ground on three of its entertainment destinations located in the Al Hamra district of Riyadh, Tabuk and Almadinah, with more locations in the pipeline. According to AlTurify, SEVEN’s entertainment projects expect to welcome their first guests by early 2025. All of its planned destinations, meanwhile, will open by 2030. 

 Beyond entertainment destinations

For AlTurify, SEVEN is in the business of creating a “multiverse of joy.” However, SEVEN is not just about entertainment and leisure. It is also championing local talent by providing opportunities for aspiring sportspeople to hone their skills through SEVEN’s facilities, which also include climbing, skiing, surfing, bowling and karting.  

Early this year, SEVEN acquired AMC’s equity stake in the cinema business in Saudi Arabia to gain 100 percent ownership. In addition, it signed a sponsorship agreement with Al Hilal Saudi Club. “The partnership will enable mutual commercial and marketing rights that will support both our future guests and Al Hilal FC fans and aligns with our aspirations to be an enabler of the next generation of Saudi sporting talent,” AlTuriy added. 

Forging world-class partnerships

To deliver on its promise of world-class entertainment experiences, SEVEN has partnered with some of the biggest and most respected brands in the business, including Warner Bros. Discovery, Clip ‘n Climb, Hasbro and Mattel, to name a few. “These partnerships will enable us to develop and operate multiple world-first attractions under much-loved brands. For example, under our agreement with Hasbro, we are developing the world’s first Transformers indoor ride-based attraction as well as the world’s first Play-Doh-themed entertainment centers, while with Warner Bros. Discovery, we are developing the first-ever purpose-built indoor adventures center that integrates Discovery’s media content. Meanwhile, our partnership with Clip ‘n Climb will bring their renowned fun climbing experiences to the Kingdom,” AlTurify said.  

These partnerships with entertainment giants in the world will complement SEVEN’s homegrown attractions, designed and developed in Saudi Arabia for Saudi residents. “We are bringing the very best of entertainment, globally and locally, to the Kingdom, while introducing new concepts of fun that will raise the bar on entertainment internationally,” he added. 

SEVEN has also established partnerships with best-in-class consultancies in the industry, including AOA, CallisonRTKL, Thinkwell, WME and Ellis Don, to leverage their experience and expertise to create world-class attractions.  

SEVEN Al Hamra

Customer-focused, insights-driven

“Our approach to designing our entertainment destinations has been informed by data and insights. Our research has enabled us to work on a very granular level, ensuring that we tailor each destination to the needs of the local population. We are designing our destinations with the citizens and residents of Saudi Arabia in mind, to suit their needs and wants,” explained AlTurify.  

This unrelenting focus on customer needs and wants, backed by data, has allowed SEVEN to identify key client segments, from thrill seekers to the occasional outgoer. This has then enabled the company to create a range of offerings that appeals to all its target segments.  

AlTurify said: “We want to make sure that there is something for everyone, all year round, all under one roof, and within easy reach of a vast majority of the population. We also anticipate that our destinations will be a key draw for international visitors and welcome them to visit these never-before-seen destinations. We will collaborate with a range of partners in due course to promote our experiences, including destination management companies and online travel agents.” 

Importance of sustainability and safety

For SEVEN, the safety of its employees, contractors and the general public is a top priority. For this reason, SEVEN has worked hard to be certified by three internationally renowned standards – ISO 9001, ISO 14001 and ISO 45001. This demonstrates its commitment toward delivering the highest standards in quality, safety and environmental practices.  

In addition, SEVEN has developed a Sustainability Framework to realize its commitment to meaningful impact through the resource-efficient design, construction and operation of its entertainment destinations, as well as our contribution to a culture of sustainability.  This encompasses not only environmental sustainability but also the social and economic contributions of our projects.   

In terms of resource efficiency, the design and construction of our entertainment destinations follows the U.S. Green Building Council’s Leadership in Energy and Environmental Design standards, a globally recognized system that provides a framework for the development of healthy and efficient green buildings.  

“We are committed to ensuring our entertainment destinations apply the highest environmental standards. To support this, SEVEN is certified to the ISO 14001 standard for environmental management. Moreover, we have considered both local and international environmental and sustainability standards during the design of our entertainment destinations and our attractions. For example, we are bringing e-karting to destinations which provide a more environmentally friendly option for racing while our water parks have been designed to recycle and reuse water,” AlTurify ended. 

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