When we look around the world and observe how human beings of the 21st century live, work and spend their free time, it sometimes seems that our lives today are almost entirely shaped by technology. Although we may try to hold onto social and ethical values of the past, much of contemporary human experience would be completely unfathomable to men and women of an earlier time.
Perhaps nowhere is this more true than in the leisure sector. I can still remember how the invention of the VCR transformed the way we watch movies and television. Going even further back, the advent of moving pictures revolutionized the entertainment experience for literally billions of people. Today, the prevalence of smartphones and multiple screens, and the growing use of innovations such as virtual reality (VR) and wearable devices—let alone what’s being invented as we speak—has sparked a new revolution in the world of entertainment.
As always, young people are in the vanguard of this movement. Young consumers are always looking for something new, and are becoming more demanding in their expectations in all aspects of life, from in-flight Wi-Fi to online grocery shopping.
The critical challenge for the entertainment business, if we are to continue to amaze and thrill new generations, is to find innovative ways to create unique entertainment experiences for these young customers—experiences that exceed their ever-growing expectations.
“Technology is now at the centerof everything we do.”
Michael Reininger, CEO, Qiddiya
While older generations may be content to sit back in the evening and watch a classic movie or show, the current generation of young people, or millennials, is innovative, adaptive, expressive and always connected. They want to be able to enjoy entertainment at any moment, not just after dinner. They want everything to be tailored, emotive and action-oriented—creating memorable moments that allow them to touch, feel, see, hear and taste new and rich experiences. Above all, as they adapt to rapid life changes, they demand instant gratification at all times.
We should never forget that today’s younger generation has evolved side by side with massive leaps in digital technology; indeed, millennials founded key social media platforms like Facebook and global messaging services like WhatsApp.
Responding to this sea change in behavior and expectations is a particular challenge for entertainment providers in countries such as Saudi Arabia, where about two-thirds of the population are younger than 35. Young Saudis are known for their connectivity and their entrepreneurial spirit, and the world they live in is strongly driven by social media. To keep these young consumers entertained, engaged and inspired, the onus is on innovative enterprises, such as the Qiddiya entertainment city being built near Riyadh, to develop fresh ideas to offer them.
At Qiddiya, we have a laser-sharp focus on how best to meet the high expectations of today’s young Saudis. Our overarching aim is to satisfy the recreational, social and cultural needs of the country’s current and future generations. This is why we are basing our vision on five gateways: Parks and Attractions; Motion and Mobility; Nature and Environment; Sports and Wellness; and Arts and Culture. In all facets of life, our goal is to give young Saudis new opportunities to develop their minds, expand their horizons, embrace healthy lifestyles and look forward to more fulfilling and vibrant futures.
This ambition may seem daunting to some, but as an entertainment executive, I am a strong believer in the formidable power of play. Countless studies have shown that play helps expand children’s imaginations and supports their development into happy and well-balanced adults. Entertainment, arts and sports, when offered in a structured setting, allow consumers to express themselves, unleash their potential and discover hidden talents. Team sports, for example, help develop social skills in young children, and teach them patience, discipline and self-reliance. Some of the best schools around the world prioritize play and games almost as much as classroom learning.
That is why, in order to fulfil our promise at Qiddiya, we aim to nurture and develop the imagination and creativity of the young by investing in educational activities as much as in rides and fun experiences. Each of our five gateways will provide offerings for leisure, education and professional development in their specific sector. As we build a new generation of leaders and innovators, we need to start from the ground up.
Wherever they are, young people today are full of potential and aspiration. This holds true in Saudi Arabia perhaps even more so than in other countries; young Saudis are blessed with an optimistic spirit that is a source of unending motivation to me and to everyone else at Qiddiya.
It is the country’s creative and vibrant young people who will blaze new paths in invention, entrepreneurship and innovation. As we go about designing the state-of-the-art leisure experiences that they expect, these young people are our greatest inspiration and our
greatest pride
As published in FORTUNE magazine
