Al Hokair aims to have 120 entertainment centers in the Mideast by 2020

Saudi Arabia’s entertainment and hospitality chain Al Hokair Group plans to increase its family entertainment centers (FEC) across the Middle East from 97 to 120 by 2020.

“We are now in the course of expediting our portfolio and if we don’t make that number by or during the target year, then we will be close to it,” Mishal Al Hokair, Deputy CEO & General Manager – Entertainment, Al Hokair Group, told Argaam. 

Currently, the group is operating entertainment centers across 97 malls and destinations in the Kingdom and the region.

The demand for new entertainment centers and activities has boomed across the MENA region in recent years, he said, adding this is providing a boost to tourism and opportunities for expansion in the sector.

Also read: Al Hokair to launch Virtual Reality gaming zones in Saudi Arabia, UAE

“Even though we face a lot of competition, from within and outside of Saudi, this in turn has made us sharpen our focus, and kept us engaged in every aspect of our business; to ensure that we stay ahead of the game and remain market leaders," he said.

Al Hokair is also taking the leap into the VR (virtual reality) space in partnership with the UK headquartered VR firm, Immotion, by embedding it with the Sparky’s FEC.

The VR zone adds to Sparky's existing options of entertainment for the whole family including, bowling alleys, family ice rink, 4D cinema, kids & adults rides and arcade games.

“With a tenacious mandate for fun and commitment to quality, it is certain that the [Sparky’s] brand will continue to live up to its claim that pioneering is the key. It is more than just motivation; it is commitment and responsibility,” Mishal added.

Elaborating on the company’s initiatives, Mishal said the group wants to expand its portfolio not only within the region, but across the world.  

Must see: Al Hokair aims to expand ‘Sparky’s’ franchise globally

“The launching of the Sparky’s franchise business model at the 2018 show in Orlando will allow us to go global and spread the success of this wonderful brand all over the world, since we believe that it can be easily replicated in any market with our expertise behind it,” he added.

But Sparky’s is only one element of Al Hokair Group’s plans for 2019. Other goals include a concentration on quality, IT, and food and beverage.

Speaking on the outlook of Saudi Arabia’s hospitality sector this year and the next, Mishal said Saudi’s Vision 2030 economic reforms will open many opportunities for the Kingdom’s leisure industry.

“Cinemas are just one part of it. The entire entertainment and leisure landscape here is going to go through a huge change,” he added.

The company’s stand-alone destination, resort-style FEC, known as Al Hokair Time, has been an outstanding success, he added.

“There are FECs for residential areas, theme parks for tourism and other areas and we have an eye on all of them,” he said, describing the company’s future plans, adding that every year is a fresh challenge.

“Al Hokair has hit most of its targets in the past few years. On the run−in to the big target the group has to spin many plates, fending off competitors, enhancing customer service, adding on fresh attractions,” Mishal concluded.