Views on the Saudi Market by Jason Addison

Saudi Arabia has seen a wave of transformation since the introduction of Saudi Vision 2030, which has been strongly followed by the kingdom’s construction sector, leading to the advent of multi-million and multi-billion dollar Mega and Giga projects.

Jason is a real estate developer with extensive experience and has worked as the Chief of Strategy & Partnerships at the Events Investment Fund supporting its establishment and responsible for overseeing large scale real estate developments and structuring strategic public and private sector partnerships in Saudi Arabia.

He has been a part of major projects in the Kingdom and is sharing his view on Saudi’s Real Estate market and the scope for new companies to enter the market.

1. Can you tell us about your work with SIGMAC?

I am the CEO of SIGMAC, the real estate development arm of the Al Ghazzawi Group. We have a sizeable land bank across KSA and are mandated to build an institutional grade portfolio of income producing assets. We have several in the development pipeline designed by BENOY, DEWAN and other global firms.

2. Saudi is striving to build one of the world’s largest economies. Do you think it is achievable?

Saudi is already a member of the G20, and it will continue to advance in the future with its economic standing.

3. What is the scope for new and innovative solution providers in the Saudi market?

Saudi is adopting the latest technologies for alternative energy sourcing, such as hydrogen power, solar and nuclear. As a major shareholder in LUCID EV, we are building an EV Manufacturing Facility. Our new mega and giga cities are all LEED and or sustainable developments and designed with the most innovative solutions. We are leapfrogging over most industrialised countries to be a technology driven economic driving force.

4. Tell us your experience attending our previous summits in Dubai & Spain.

These two summits were excellent networking events and venues that shared tremendous information on the status of real estate development projects in Saudi Arabia.

5. What are your expectations from our upcoming RED Summit – Saudi Arabia?

Bringing the summit to Saudi is brilliant in that you will have to turn people away. The demand will be huge as real estate is the true buzz word for Saudi with expanding housing, hospitality, and entertainment offerings.

Meet Jason Addison, the CEO of SIGMAC, the Advisory Board Member for Real Estate Development Summit – Saudi Arabia taking place on 2nd – 3rd November in Voco Riyadh, Saudi Arabia.

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Amr is the Chief Executive Officer | infrastructure in Ajlan & Bros Holding as one of the major development investors in Saudi Arabia and in the region. The infrastructure business in the group is contributing to the KSA 2030 vision, by investing and developing infrastructure projects with full band width and diversification including Roads, Energy, Gas, Water, Wastewater, District Cooling and Telecom projects with associated smart networks to assure integrity, reliability and resilience. In addition to Renewable Energy, Transportation, Airports and ports sectors.

Amr offers +27 years of hands-on end to end experience in Infrastructure development and Utilities operations. Starting from Business Planning, Strategy, Feasibility Studies, Budgeting, Master Planning, Design management, Tendering, Contracts management (FIDIC), including Construction Management, Risk Management and concluded by Operations Excellency and Assets Management.

Focuses on value creation to enable the strategic goals and objectives for Real estate, Residential, Commercial, Industrial, Hospitality mega developments, in conformance with international standards, specifications and latest well-proven technologies to meet the world-class service provision benchmarks and KPI’s.

Amr is a visionary with a clear end in mind allows to realize the mission and assess facts and events in order to develop realistic strategic programs. Leads multi-disciplinary international consultants and contractors, to deliver multiple programs/projects concurrently in compliance with Time, Cost, Quality, Health, Safety and Environmental objectives.

Amr holds BSc in Mechanical Engineering and certified as Project Management Professional from Project Management Institute (PMP-PMI). Amr is certified from Harvard, Stanford, INSEAD, Babson, George Washington University as successfully completed several executive education and leadership programs. Amr is enrolled in Alliance Manchester Business School to complete the Global Executive MBA Program.

Amr worked in several countries in the middle east, before the current role, he holds the position of Vice President – Infrastructure in the Royal Commission for AlUla. He leads planning and developing of the infrastructure program in AlUla, with sustainability standards and innovative solutions. Amr worked as Senior Director in Emaar, the Economic City (KAEC) and Utilities Director of King Abdullah University for Science and Technology (KAUST).

Before working in Saudi, Amr filled several positions in UAE since 2003 as Projects Manager in Abu Dhabi Water and Electricity Authority then in Halcrow (currently JACOBS). Amr started his career in Egypt working for Siemens in the National Electricity connectivity Program since 1998.

Associate Director at Zaha Hadid Architects graduated from Polytechnic University of Milan, Gian Luca has played a key role in several Zaha Hadid Architects’ commercial, civic, trans- port and masterplan schemes, working on projects across the UK, Europe, and the Middle East. Passionate for design excel- lence and innovative yet cost effective solutions. Result-driv- en professional with analytic design management expertise from project inception to completion and wide experience in leading & coordinating large international multi-disciplinary teams. Proven track record in the design and delivery of land- mark projects. Gian Luca joined the award-winning practice Zaha Hadid Architects in 2010, and was made associated di- rector in 2021. Gian Luca has lectured on advanced construc- tion techniques, architecture, urban design, and the work of Zaha Hadid Architects, for academic and professional audi- ences throughout Europe, Central Asia and Middle East.

Prior to joining ZHA, he worked for practices in Milan, Dub- lin and London. From 2001 to 2004 Gian Luca was lecturer and tutor at the Polytechnic University of Milan in the courses of Urban Planning, Architectural Composition and Heritage building conservation. In 2003 he was appointed by the Milan County and Abbiategarsso Municipality for the preparation of the Urban Framework Plan for rural area of the city (in collab- oration with Arch. Marco Porta) and the Master plan Guide- lines for three Sustainable Housing developments (in collab- oration with SdArch). In the same year he coordinated the installation of the design and lifestyle exhibition “New Ways of Living” in Milan (in collaboration with GAP). In 2004 he joint Douglas Wallace Dublin an award-winning architectural prac- tice with an international reputation for design and realisation of retail, residential, hospitality, and mixed-use developments. He was part of the strategy team where he authored several master plans, feasibility studies for retail, mixed-use and of- fice schemes in Ireland, UK and Poland. Gian Luca has been collaborating with the London office of Benoy Architects since 2007 where he was responsible for the urban regeneration of Leeds: “The Templar Arcade- Eastgate regeneration” and the Noor Al Ain office tower in Abu Dhabi. In 2009 Gian Luca founded Gibane to undertake and deliver the project for the renovation and extension of the Istituto Marangoni University
London Campus.

Dr. Ayman Alwaleedi is the Project Development Executive Director for The Rua Al Madinah holding Company (RUM-H), a closed joint stock company wholly owned by the Public Investment Fund (PIF), Saudi Arabia’s sovereign wealth fund. Overseeing the development and execution of program and project management for a new hospitability destination in Al Madinah Munawara City as part of the Kingdom’s Vision 2030.

Brining more than 17 years of experience in project development, Design Management, Master Planning, Facility, and Operation. Knowledgeable in managing and developing the design and delivery duties by leading project development, planning, design, and commercial team and ensuring proper project execution through monitoring project stage gates to ensure high-end and on-time delivery. Demonstrated excellence in controlling projects & programs right from inception to completion, ensuring compliance in terms of quality, standards, and materials and alignment with agreed metrics, business objectives and environmental sustainability standards. Expertise in managing global consultants to set up environmental sustainability standards, project constructability, OSM, independent commissioning agent, site supervision, executive design, landscape and permitting. strong relationship management & communication skills with an ability to serve as a role model.

Previous positions include Project Delivery Director at the Red Sea Global for establishing Program Delivery Office & Project Control function including Risk, KPI, Digital Delivery, reporting, BoD reports and Governance, Risk & Compliance management. He worked as Director of Project Management Office (PMO) at MoH to build up a methodology of project and initiatives management, and Program Director of Tatweer Building Company, leading and delivering construction and facilities programs. As Director of Project Management Office (PMO) at KACST, I am responsible in creating and implementing projects strategy across several sector. Prior to this, held senior positions at Industrial Clusters and National Guard.

Furthermore, a member Committee Member of several committee at Riyadh Chamber, Facility and Hospitality Training Center (FHM) and Saudi Umran Society for Facility Management. In addition, he is certified on PMP, RMP, FMP & PMOC and holds a BSc Mechanical Engineering from the King Saud University, KSA. He carried his MSc and PhD degree in Project and Facility Management field from Heriot-Watt University,

Phillip J. Jones joined the Royal Commission of AlUla (RCU) in May 2019 as the Chief Destination Marketing and Management Officer. In this role, Jones actively drives the strategy for the development, promotion, expansion, and reputation of AlUla as a global tourism brand and destination in line with RCU’s strategic objectives. Jones led the RCU team to create the “Experience AlUla” website, which is the first official website for the destination of AlUla. Jones is currently leading the efforts to develop the brand identity for Experience AlUla. In addition, Jones was part of the RCU team that launched AlUla, Wonder of Arabia, the first major exhibition to present AlUla’s spectacular nature, archaeological treasures and cultural heritage at the Institut du Monde Arabe in Paris, France, supported by the first advertising campaign to introduce the destination to the global travel market. Also he is leading the AlUla season for the second time.

Prior to his role at the Royal Commission of AlUla, Jones served as the President and CEO of VisitDallas in Dallas, Texas USA from 2003 to 2019.

At the time of Jones’ departure, Dallas ranked No. 5 on Cvent’s list of the Top 50 Meeting Destinations in the United States for 2019 and claimed Dallas as the only Texas destination ranked in the Top 10.

Other significant VisitDallas achievements under Jones’ 16-year leadership included:

Convention Center Hotel: Jones and the VisitDallas team were instrumental in the opening of the city’s first attached convention center hotel, including a successful city campaign, voter approval, construction and continued operational success of the 1,001-room Omni Dallas Hotel. Since its debut in November 2011, the hotel has exceeded sales and revenue projections and enhanced the city’s efforts to attract large citywides and additional room night bookings.

Dallas Tourism Public Improvement District (TPID): The state’s first Tourism Public Improvement District was championed by VisitDallas and approved by the State of Texas legislature and City of Dallas. The TPID enables Dallas hotels with 100 rooms or more to assess a two percent guest fee dedicated to marketing the city for business and leisure travel.

Dallas Sports Commission: Announced in October 2014, the Dallas Sports Commission is dedicated to expanding the organization’s revenue-generating opportunities, portfolio of events, partners, expertise and brand visibility by hosting top amateur and professional sports championships and events.

Experience Department: In 2016, VisitDallas launched a Customer Experience department led by a Chief Experience Officer, the first such position in the country at a destination marketing organization. The department has created a renewed, reenergized and resounding focus on elevating the Dallas customer experience. In 2018, the organization announced plans to develop a new Dallas Experience Center, currently under development with completion expected in three years.

Prior to joining VisitDallas, Jones served as Secretary of the Louisiana Department of Culture, Recreation and Tourism. He previously served as Director of Legislative/Intergovernmental Affairs for the U.S. Department of Commerce’s Travel and Tourism Administration in Washington, D.C., where he helped organize and was a lead spokesman for the inaugural White House Conference on Travel and Tourism.

In 2017, Jones served as chairman of the Professional Convention Management Association (PCMA) Education Foundation, the world’s largest, most respected and most recognized network of business events strategists with more than 7,000 members in 37 countries located in North America, Europe, Asia, the Middle East, Australia and New Zealand.

An avid triathlete, Jones has completed multiple IRONMAN competitions around the world, including 20 half IRONMAN races and 19 full IRONMAN races before qualifying for the IRONMAN World Championships in Kona in 2015.

Jones and his wife of more than 30 years, Denise, have two adult children – Phillip, Jr. and Laura Elizabeth.

From developing new tourism destinations to ensuring that Dubai proactively develops its hospitality capacity, Yousuf Lootah is entrusted with one of the most exciting and diverse mandates in the Department of Economy and Tourism (DET). As acting CEO of the Corporate Strategy and Performance sector, Yousuf has lead DET’s “destination development from a tourism perspective” since 2014.

At DET, Yousuf has been utilising his extensive experience in strategic planning, investment management and business development to help develop innovative strategies and initiatives aimed at further enhancing Dubai’s position as a ‘must-visit’ sustainable tourism destination. This includes incentivising mid market hotels to open in Dubai to a Dubai Hotel Capacity plan to enable Dubai to host the guests of Expo 2020 and beyond.

Launched by DET to support and encourage hotels to actively drive sustainable tourism practices, Yousuf also leads the Dubai Sustainable Tourism (DST) initiative. To ensure the success of DST, he has helped develop the annual Dubai Sustainable Tourism Awards to reward hotels that have gone the extra mile and implemented environmental practices, in addition to the development of the 19 Sustainability Requirements and Carbon Calculator – that will support hotels in managing their energy consumption .

Yousuf has played a key role in conceptualising and facilitating the launch of ‘Dubai Can’ – a citywide sustainability initiative to encourage UAE residents and tourists to turn the tide on plastic, and inspire mass action to actively reduce the use of single-use plastic bottles.

Yousuf has been instrumental in shaping the Intelak Hub, which features three programmes – Intelak Incubator, Idea Lab and the Futurism Accelerator – to support ideation and early and late stage start-ups in the aviation and tourism sector. The Intelak initiative was launched in partnership with Emirates Group, Accenture, Amadeus and Microsoft. The four co-founders work towards ensuring an integrated and inclusive programme to explore and nurture the industry’s most visionary start-up entrepreneurs.

Yousuf also plays a pivotal role in the recently launched Retire in Dubai programme that offers resident expatriates and foreigners aged 55 and above the opportunity to retire in Dubai and enjoy the emirate’s distinctive lifestyle. The Retire in Dubai programme is being implemented in collaboration with the General Directorate of Residency and Foreigners Affairs (GDRFA-Dubai).

Cultural Tourism is also a key focus for Yousuf and his team, overseeing many of the developments made successful through private and public sector collaboration including the regeneration of the Dubai Historical District and Al Shindagha Museum, as well as projects such as ‘Visit Hatta’ and Al Marmoom Desert Reserve.

Yousuf is an MBA graduate of the London Business School and holds a Bachelor of Science degree from