Go with the flow: Saudi’s SEVEN to bring new attraction to 3 cities

Saudi Entertainment Ventures (SEVEN), a subsidiary of the Qiddiya Investment Company (QIC) and part of the Public Investment Fund (PIF), has partnered with FlowRider to introduce the Flow House entertainment experience to Saudi Arabia.

Flow House, renowned for its fusion of flowboarding, food and beverage, retail, and live events, will soon make its debut in Riyadh, Jeddah, and Al Khobar.

The venue’s centerpiece is FlowRider’s globally acclaimed stationary wave technology, offering a unique blend of indoor surfing, tropical-themed fun, and upscale dining.

The Flow House experience is designed to cater to a wide range of interests.

What to expect at Flow House

Guests can enjoy exhilarating flowboarding sessions, watch high-stakes competitions, and marvel at professional flowboarders showcasing their skills. The venue also features a vibrant tropical ambience, complete with live music, an upscale restaurant overlooking the surfing action, and exotic retail options.

Agreement aligns with SEVEN’s strategy

“Our partnership with FlowRider aligns perfectly with our vision to redefine entertainment in Saudi Arabia,” said Damien Latham, Chief Attractions Officer at SEVEN. “By bringing Flow House to our destinations, we are enhancing our entertainment ecosystem and contributing to Saudi Arabia’s economic diversification efforts.”

Marshall Myrman, president of FlowRider, expressed excitement about the venture: “With surfing gaining global popularity, Flow House offers something for everyone, whether you’re an avid surfer or simply looking to relax. Saudi Arabia’s Vision 2030 is a catalyst for us to introduce this unique attraction to families across the region. We’re thrilled to bring a tropical getaway like no other to the kingdom.”

This initiative is part of SEVEN’s broader strategy to invest over SAR50bn in developing 21 entertainment destinations across 14 Saudi cities.

Read: Surf Abu Dhabi all set for October opening