Saudi Arabia-based Al Othaim Leisure and Tourism’s indoor family entertainment concept (FEC) Xtreme Zone opened in the Abu Dhabi Mall. Located on the third floor of the mall, the 30,000 sqft Xtreme Zone facility occupies two levels.
The facility, catering to children aged six to teens, houses a climbing area, a trampoline area, a phaser zone – combining Laser Tag and paintless paintball with bazooka ball sits on the first level. In addition, there is a soft play area. There is a café too, to energise children after all the high-energy activities. The mezzanine level, on the other hand, has been designed to serve as a party area.
“What we have created is a robust sportstainment concept,” said Fahad Al Othaim, vice chairman of Al Othaim Leisure and Tourism. “There is climbing, trampoline, phaser zone and a lot of activities to engage the young ones. In this facility, our clear focus has been to help the young people get active in fun yet safe environment.”
According to him, the combination of activities, uniqueness of the concepts, use of colours and experienced staff promise to elevate the Xtreme Zone experience in Abu Dhabi Mall. In a responsible step to avoid cannibalisation – being located very close to another FEC, Fun City, on the same floor in Abu Dhabi Mall – Xtreme Zone does not offer similar rides as Fun City. “This is a strategic decision because we want to complement the amusement offerings in the mall,” Al Othaim stressed.
He cites the cordial tenant-landlord relation for choosing the Abu Dhabi Mall as the location for the first Xtreme Zone in Abu Dhabi. “We enjoy our relationship with the landlord and feel that the mall is very well-managed. The mall offers a steady footfall. Importantly, we are always looking for ways to serve the community in the best possible manner. One way to do so is by coming closer to them. That’s why, after the Xtreme Zone in the Abu Dhabi Mall, we are gearing up for the next one in Al Maryah Central.
Currently, there are five Xtreme Zone locations in the GCC. Going forward, Al Othaim Leisure and Tourism has plans to roll out more Xtreme Zone facilities in the UAE, Saudi Arabia, Oman and Egypt. “Further afield, we are also looking for projects in India and Africa. Our head offices in UAE and Egypt will handle the expansions planned in India and Africa, respectively,” Al Othaim shared.
At a time when the regional leisure and entertainment landscape is dotted with FECs, how do the Al Othaim leisure concepts stand out? “We always pay close attention to our customers, bringing them what they like best in a safe environment. We also ensure that we are on top of the game in terms of communicating about our concepts. Customer service, safety and innovation are some key focus areas for us. As a company, we don’t stand still; we keep changing and investing in new things. We have seven leisure and entertainment brands, which cater all kinds of activities – from snow to water, sports to edutainment,” Al Othaim concluded.
Words by Katie Streten Experiential Strategy Director, VMLY&R COMMERCE Throughout the last year,June 13, 2021 | By Shruthi Nair
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