Middle East magic


with considerable disposable income, yet entertain within the strict moral codes of Islam, led the leisure industry down carefully-controlled paths. The 1970s and 1980s were the formative years and early pioneers such as Majid Al Futtaim in the UAE and Al Hokair in Saudi Arabia, were the first into what was to become the amusement industry in the region. Theme parks were the foundation, but an early


recognition of the natural negative elements to that – the heat – was to lead to the obvious conclusion: the American-inspired, all-under-one-roof shopping centre, which was to evolve into a shopping mall, was the path. As they became more sophisticated with integrated big-name anchor companies and hypermarkets, so the need to occupy and entertain restless youngsters became evident. The solution was simple - move the theme parks indoors and co-habit them with the shopping facilities and


everyone’s happy. The mall operators increased footfall in their locations, the tenants were happy because the public stayed longer and the wallet-holders had fewer influences curtailing their shopping, and the amusement operators had the undivided attention of the customers. And the customers were happy because they could ride rides and play machines in air-conditioned environs. The indoor theme park was invented elsewhere, but


developed to its current sophistication in the Middle East. It has now evolved into a location which will house a kiddie ride up to a roller coaster; it will centre around soft play, ice or roller skating, be accompanied by multiplex cinemas, go-karting, tenpin bowling, indoor soccer schools and even snow activities. The Middle East FEC or family entertainment centre will


have as many big rides as it will have coin-op, but those are the essential elements. They are often, but not always, accompanied by a major attraction such as skating or


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