SEVEN CEO to (Maaal): We will open our first destinations in 2025, invest 50 billion riyals in 21 destinations in 14 cities

By: Fahad Al-Talal 

Damien Latham, Chief Attractions Officer at Saudi Entertainment Ventures (SEVEN), affiliated with Qiddiya Company owned by the Public Investment Fund, revealed in a special interview with (Maaal) newspaper that the company is preparing to open its first entertainment destinations next year, noting that work is proceeding at an accelerated pace as the company is working to build 21 entertainment destinations in 14 different cities across the Kingdom, stressing that such major projects face challenges by nature, but the company is committed to providing the best entertainment experience for the Saudi community, and we are fully prepared to open our first destination next year. During the interview, Latham continued that the Saudi Entertainment Ventures Company “SEVEN” is committed to supporting Saudi Vision 2030 by investing 50 billion riyals.

This investment aims to reshape the entertainment landscape in the Kingdom and make the entertainment sector a key factor in economic diversification efforts and enhancing cultural and social diversity in the Kingdom, as the Kingdom is a vibrant market that witnesses high demand for diverse entertainment options, making it a prime area for such investments. Regarding the number of direct and indirect job opportunities that the company’s projects will provide, the head of entertainment landmarks confirmed that the number of jobs that our destinations will provide upon completion is expected to reach tens of thousands of direct and indirect jobs, which will contribute significantly to supporting employment operations at the local level. The development and operation of our entertainment destinations will not only provide job opportunities, but will also contribute to stimulating the economy of local communities, which will benefit companies in the retail, hospitality and services sectors. “SEVEN” contributes to building a sustainable future for the workforce in the Kingdom and promoting sustainable economic growth on a broader scale, by contributing to supporting the Kingdom’s economic diversification journey. Speaking about the entertainment concept that the company will provide, Damian said: “At SEVEN, we are working to create a new type of entertainment experience in Saudi Arabia that combines the best of theme parks, retail and restaurants, providing guests with a complete and enjoyable experience.” Our entertainment destinations are designed to cater to all tastes and interests, providing a wide range of entertainment events and activities including indoor surfing, indoor skydiving, snow parks, water parks, and rich cultural experiences. Strategic partnerships with global brands such as Flow Rider and Mattel are a key part of SEVEN’s business strategy, allowing us to offer unique attractions in the Kingdom, such as the indoor surfing experience “Flow House” and electric karting tracks from “Hot Wheels”. Providing these experiences not only raises the level of Seven’s entertainment destinations, but also contributes to laying a solid foundation for the infrastructure that ensures a world-class integrated entertainment system in the Kingdom of Saudi Arabia. Regarding the company’s role in investing in leading local and international brands in the entertainment sector, Latham explained: “At SEVEN, we believe in the importance of strategic partnerships to enhance our entertainment facilities and services. We work to cooperate with global brands, while focusing on local content, with more than 80% of intellectual property being created in Saudi Arabia. We want to provide entertainment with a Saudi identity, which allows us to offer entertainment experiences with global appeal and local relevance, in addition to enhancing cultural diversity and providing unique experiences that meet the preferences of our audience in the Kingdom.

Regarding the partnership with the private sector and operating destinations, Damian said: “At SEVEN, we rely on the public-private partnership model to operate our entertainment destinations, and this model forms a key part of our strategy to provide innovative and high-quality entertainment experiences. This approach is based on SEVEN’s strategic vision and exceptional capabilities in developing entertainment destinations in cooperation with private sector operators who provide their extensive expertise, including their excellence in customer service. “This model not only provides dynamic and sustainable entertainment facilities and services, but also aligns with the goals of Saudi Vision 2030 to diversify the economy, improve the quality of life and enhance the well-being of Saudi citizens and residents,” Latham added. “Furthermore, being under the umbrella of Qiddiya Investment Company, the developer of the concept of play and a global leader in entertainment, Seven is uniquely positioned to contribute to the Kingdom’s national agenda to enhance the importance of play and entertainment in the lives of Saudis and residents. Qiddiya’s vision emphasizes the qualitative value that the entertainment sector provides as a vital part of social development and the well-being of the population in the Kingdom, and we actively support this vision with the delivery of our entertainment destinations. Seven contributes to redefining the entertainment sector in the Kingdom of Saudi Arabia, making this sector a fundamental pillar of economic growth and cultural diversity, by forming partnerships and collaborations with companies in the private sector and leveraging Qiddiya’s strategic framework.”

Damian talked about the partnership between Saudi entertainment projects and Qiddiya, noting that it’s really important, actually, that when you’re creating a city, you know, the size of Orlando, like Qiddiya, when you already have big projects like SEVEN, with a lot of intellectual property, that we can leverage each other’s work beautifully in each other’s areas, right? And that’s definitely on the agenda, is to pick the strategic elements of each project that can have really positive synergies, rather than just saying, well, everything. You can’t do that, can you? I mean, these are huge projects. But if you pick certain themes that are very strategic, which we’ve done, I think you’ll see a red thread starting to form between QIC, Qiddiya, and Seven. That’s really the plan. Earlier this year, Qiddiya Investment Company announced the entry of Saudi Entertainment Projects Company – Seven to its group of companies, which enhances the work system and achieves integration between their activities. Seven supports the group’s goals in developing the concept of play and enhancing local talents and capabilities by joining Qiddiya Investment Company. Regarding the expected economic returns after the opening, Latham confirmed that the main goal is to attract guests and encourage them to return again and again. He said: “Entertainment is about sustainable business, and our success depends on making people want to come back again and again. If we can achieve that, it means that our price point must be very sensitive and ensure that we provide good value for money, and achieve long-term success in the sector.” He added: “SEVEN seeks to provide a unique and integrated entertainment experience in the Kingdom, in line with Saudi Vision 2030 and meets the aspirations of society, to contribute to creating a bright future for the entertainment sector in the country.”