Saudi’s SEVEN unveils SAR1.3bn entertainment destination in Aseer

Public Investment Fund-owned SEVEN has unveiled its fifth entertainment destination in the kingdom and the first in the Aseer region.

The entertainment destination is centrally located between Abha and Khamis Mushait, near Abha International Airport, and will be developed with an investment of more than SAR1.3bn.

The development is set on a land size of 64,000 square metres with a built-up area of more than 79,000 square metres.

Designed by Gensler, a global architecture, design, and planning firm, the architecture was inspired by the ancient stone buildings of the area to highlight the identity of Aseer.

The design aligns with the principles of The Urban Code of Aseer Region. The code promotes excellence in urban planning, design, landscape, and architecture while protecting the identity of Aseer.

Prince Turki bin Talal bin Abdul Aziz Al Saud, chairman of Aseer Development Authority (ASDA), said: “Aseer region is witnessing an unprecedented renaissance across different sectors and verticals through the endless support from our leadership. SEVEN’s entertainment destination in Abha is one of the key projects in Aseer which will support our ambition to become a global destination all year round.”

Abdullah AlDawood, chairman, of SEVEN, said: “Abha represents another ambitious project in the framework of our efforts to support the entertainment sector across the kingdom following the objectives and goals of Vision 2030. We are forecasting a GDP contribution of more than SAR4bn and over five million visitors by 2030. In addition to creating more than hundreds of direct and indirect jobs for the people of Aseer region.”

SEVEN has appointed Modern Building Leaders to undertake the construction works.

Highlights of SEVEN Abha

SEVEN Abha will be home to eight attractions, including a family entertainment centre with arcade games, rides and virtual reality areas.

There will be a Discovery Adventures jungle-themed edutainment attraction created in partnership with Warner Bros. Discovery Global Themed Entertainment, an outdoor jungle-themed attraction that provides exciting educational entertainment experiences.

Visitors can also enjoy a PLAY-DOH-themed entertainment centre under license by toy and game company Hasbro, and a 12-hole indoor golf adventure area with the latest technology for an immersive gaming experience.

Visitors can experience a full range of live entertainment events at the multipurpose venue, indoor e-karting on multi-level tracks, a 10-lane futuristic bowling concept, and a 10-screen cinema from AMC.

SEVEN will also bring a wide range of retail and F&B offerings to the venue.

The company has partnered with leading companies in their fields to design entertainment attractions in Abha, including Cundall, Theme 3, Top Notch, Holofice, Thinkwell and Sea Quest.

Larger vision

SEVEN is investing more than SAR50bn to build 21 entertainment destinations that will provide world-class entertainment experiences and global partnerships from within the sector.

The upcoming projects are located in 14 cities across the kingdom: Riyadh, Kharj, Makkah, Jeddah, Taif, Dammam, Khobar, Al Ahsa, Madinah, Yanbu, Abha, Jizan, Buraidah and Tabuk.

In other news, in December last year, PIF announced the establishment of Aseer Investment Company (AIC) to operate as its investment arm in the country’s Aseer region.

The Aseer is being developed by the leadership. Prince Mohammed bin Salman bin Abdulaziz Al Saud, Crown Prince and Prime Minister of Saudi Arabia, and Chairman of the Council of Economic and Development Affairs, recently launched the master plan for the new Abha International Airport in the Aseer region. Its terminal area will expand to 65,000 square metres from the current 10,500 square metres of the existing airport.

The first phase is scheduled to be completed by 2028.