Thrill seekers

Hudacak: Our staffing recruitment process has been to the extent possible right here in Dubai and the UAE, but we also have significant representation from throughout MENA.

This region is our primary focus and typically we can accomplish this through internet as well as newsprint. They [staff] all receive an in-depth introduction to the UAE and our services, general product training and job-specific training.

On-the-job training is the last piece of the puzzle prior to us understanding that the staff employees are up to standard on recognising what our guest service standards and objectives are.

We have a rigorous training programme which orientates employees to their particular role, then we have performed cycles and a soft opening for people to experience and develop a better understanding of what the role is and how to execute it. Anybody would be well served to have a soft opening; I would not recommend proceeding without it.

Frimand: We've recruited a number of industry specialists at all staff levels, people with extensive industry experience. In addition to that we've taken on people who are already in the UAE and over the next six to nine months we'll bring in the operation and administration staff and these will be recruited from the local market, as well as international markets.

Davidson: There aren't a lot of amusement parks currently open in the region, so until we develop the full experience of people here, we'll pretty much have to look elsewhere for staff.

Vivekanand: The downside of the Middle East market has always been that everybody invests a lot of money when they build something new and very few of these operators are what we call progressive operators, who do something new every year to their theme park.

So most of the time what happens traditionally in this region is there's a lot of money going into the design of the park and being invested at the time of the build. The same amount of enthusiasm and resources is not dedicated to recruiting the most qualified staff.

So it has been a difficult market when it comes to timely renewals and capital investment. But that trend's changing. When everybody was announcing the tallest rollercoaster in the world, existing operators upgraded operations and shut down ones that were not making money.

What other challenges does the industry in this region face?

Metzger: The entertainment and theme park industry in the Middle East is being financed by developers who are not in the industry. So you have people who are developing the product who are not really familiar with working with tourism agencies because they're real estate developers and in the past their product has been office buildings. I think that's going to be a major problem.

Vivekanand: The people that are developing the destinations and theme parks have not done that before so it's a new venture for them.

Al Habbai: One of the major challenges for the theme park is the summer, but at Universal almost 85% will be covered or shaded to overcome the heat and to ensure it's run 360 days a year.

Frimand: The challenges here are the same. It's a new industry but it's not really that different to opening theme parks in other parts of the world.

How can developers and operators work to progress the industry?

Vivekanand: Government agencies need to be flexible in working with the developers who are now looking for help in developing international standards and importing labourers if necessary.

Metzger: Developers need to get more proactive and recognise that they're no longer a real estate developer; that they're developing a destination and it's important that they work with the tourism organisations to promote these destinations properly.

Hudacak: I think the numbers will come regardless of the weather because of the variety and the exceptional service they're going to get.

What potential is there for a world competitive industry?

Davidson: The amusement industry in the Middle East is booming and the UAE is specifically focusing on the amusement and entertainment component and the overall infrastructure.

The number of theme parks and entertainment facilities has increased exponentially over the last couple of years and so will continue to do so in the foreseeable future.

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