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on November 30, UAE National Day. As well as around 2,000 VIPs, almost 150 Ferrari cars travelled across the UAE to be part of the proceedings. “I would like to thank all those who made this dream a reality, and in particular our partners and the leadership of Abu Dhabi,” remarked Ferrari president Luca di Montezemolo on the night. “The park just four years ago was a project, an idea, maybe even a too ambitious idea, and it is now a fantastic reality.” An integral part of Plan Abu Dhabi 2030, Ferrari


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World Abu Dhabi (FWAD) is the realisation of a dream for UAE president HH Sheikh Khalifa bin Zayed Al Nahyan, and a rather ostentatious one at that. No one flying into Abu Dhabi International Airport can miss the 200,000 square metre sleek red roof and its giant Ferrari logo, which sit directly in the flight path. After dark, the park's impressive exterior light show creates a mirage-like image amid the “sandscape” of Yas Island. The attractions inside are just as impressive. Just weeks earlier, during the Abu Dhabi Grand Prix,


FWAD was visible to more than 500 million international television viewers as the Formula 1 cars and their drivers sped by just metres away at the Yas Marina Circuit. Paying guests were admitted into the park from November 4, a week after what was a low- key press preview due to the death of the ruler of Ras Al Khaimah, a nearby Emirate. Yet the park was originally supposed to open in time for the inaugural Abu Dhabi Grand Prix in November 2009. We'll explain some of the construction challenges


later, but the delays have at least given the park's management chance to fine tune its 20 or so rides and attractions – among them the world's fastest rollercoaster – and with one exception, they are now firing on all cylinders.


International Expertise Developed by Aldar Properties, a multibillion dirham real estate developer responsible for most of Yas Island's infrastructure, Ferrari World Abu Dhabi is operated by Farah Leisure Parks, a joint venture between Aldar and the ProFun Management Group. Farah's chief commercial officer is Mohamed Al Mubarak, but many of the park's key staff are western expatriates recruited for their industry expertise. The team includes FWAD general manager Claus Frimand, park manager Andy Keeling, rides and attractions manager Paul Flynn, operations directors Maria Moussievska and Heiko Engels, director of maintenance Wayne Meadows, director of marketing & sales Troy Lindquist, director of food & beverage Gregory Encinas, plus Saudi-born marketing director Nadine Traboulsi.


Admission to the park is AED225 ($61.25/€46.50) for those over 1.5-metres in height, with a premium admission available for AED375, allowing priority access to all attractions and use of a VIP lounge. Although FWAD is intended to generate an operating profit, it has a much more important role to play, not just for Ferrari. Sure, the park is an impressive marketing tool for an already influential brand in the


DECEMBER 2010/JANUARY 2011


fter a series of false starts, HH Sheikh Mohammed bin Zayed Al Nahyan, Abu Dhabi Crown Prince, officially inaugurated the park


UAE (“they absolutely love it over here,” observes Keeling), but it is also a flag waver for Abu Dhabi itself, the capital of the UAE. “Abu Dhabi is a beautiful city, but not a lot of people come here except on business,” highlights Flynn. “This park is the first piece of the jigsaw in building Abu Dhabi as a tourist destination.” “Yas Island is an integral part of the government's ambitious strategy to develop tourism in the Emirate,” adds Aldar chairman Ahmed Al Sayegh. “Our work with Ferrari was a meeting of minds with a clear vision to create an experience that is unique, fun and inspirational.” FWAD owes its distinctive shape, which is inspired by the curved side profile of a Ferrari GT Body, to the architectural practice Benoy. The content inside was designed by Jack Rouse Associates (JRA) and spans a plaza area of 86,000 sq m. “We started work on the project over five years ago,” reveals JRA senior project director Randy Smith. “Once the concept was established, we began the design of the attractions, restaurants, retail, the attraction architecture, and finally managing the production of all the attractions. Ferrari was involved extensively throughout. They were very concerned with the presentation of the brand.” Yet where FWAD succeeds is that it appeals not just to “petrol heads” or hardcore Ferrari fans, a challenge for JRA's designers: “If we only had to focus on men this would have been an easier project, the back-story would have been in the consciousness of the visitors,” highlights Smith. “Normally, saying 'Ferrari' and 'theme park' would not happen in the same sentence. Our job was to find appropriate ways to show the Ferrari brand to a traditional theme park audience. We did that by illustrating Ferrari's Grand Prix and Formula One history, but we also spend considerable time showing how GT cars are made and how they fit in and develop from that racing experience. Then we show how Italy, Italian culture and food play a role in the heritage of the brand. I think most motor sport attractions have a much narrower focus.” “The park celebrates Ferarri's past and present and pays homage to its Italian roots in a bespoke and innovative way, from the stunning structure through to the attractions and experiences offered,” explains Keeling. “My son is five years old so too young to understand the Ferrari brand and everything it means, but he absolutely loves the park and finds the rides and attractions most enjoyable.” Alongside the park's sleek silver and grey tones, the use of primary colours like the corporate Ferrari red and yellow softens up many of the attractions, making them look at home in the theme park environment.


F1 Authenticity “To me, the speed almost isn't the most important thing about it,” says Keeling as he looks up at that sign reading “World's Fastest Coaster” at the entrance to Formula Rossa, the park's 240km/h launch coaster by Intamin. “It's also about knowing what it's like experience the emotion and intensity of being in a Formula 1 race.”


This writer's F1 record is limited, make that non- existent, but I can tell you Formula Rossa provides


G Force, the park’s Huss tower ride 37 “


Normally,


saying 'Ferrari' and 'theme park' would not happen in the same sentence. Our job was to find appropriate ways to show the Ferrari brand to a traditional theme park audience


Randy Smith, JRA


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