Doha Festival City Entertainment Zone


Abu Dhabi, UAE


Project Details: 

The proposed Entertainment Zone was a 34,300sqm site located within the Doha Festival City development. This indoor/outdoor active recreation attraction will help draw local, national and international visitors to this large mixed-use development.


How Did We Help: 

Select Contracts’ experience in the leisure and entertainment industry gives them the ability to look at markets, trends and innovations and suggest ideas and projects that add real value for both investors and the end-users.


The Brief:

In 2012 Select Contracts was engaged to conduct a market study and feasibility analysis for the Doha Festival City Entertainment Zone and provide a concept-level design for the facility and new attractions. 


Our Approach:

To complete the market study we performed a detailed site analysis, assessed the local, domestic and international markets to determine the target demographic for the project and analyzed the competitive market. These steps allowed us to estimate the market penetration and develop a suitable pricing strategy and make recommendations of suitable attractions to cater to the target demographic.


The Result:

An initial list of over a hundred possible different components was analyzed against consumer appeal research, information on local and regional competitors and Select Contracts’ experience in the region and internationally. A selection was made on the basis of this analysis and extensive design work and business planning to ensure that the chosen components would function together within the constraints of the space.