Case Studies from the Saudi Context
18
ROSHN Waterfront
Recreational Development Commercialization
Key Highlights
25M 10Y Several Rights Contract Value Contract Duration • Retail Spot • Events Area • 2 Landmarks/Signs Locations • 5 ATM Locations • 21 Billboards (Screens - Digital Billboards Mupi) • 75 Outdoor Flags
In 2022, Jeddah Municipality launched an opportunity for the naming and sponsorship rights of the Jeddah Waterfront, an urban and recreational landmark along the Red Sea. The objective of the initiative was to attract private sector investment in the asset through a 10-year commercial agreement that would both generate alternative revenue streams and reduce the financial burden of long-term maintenance and operations on the public sector. The contract was awarded to Rotana Media Services, a regional entertainment and media company. The agreement granted Rotana various commercial rights, across designated parts of the waterfront. As part of the opportunity Rotana was allowed to transfer the naming rights with municipal approval. In mid-2022, the site was rebranded as Roshn Waterfront through a commercial agreement with Roshn Real Estate. This model reflects a growing shift toward transforming public assets into sustainable, revenue- generating opportunities through public-private collaboration without compromising public benefit or access.
APEX Impact
As part of this initiative, APEX partnered with the Municipality to shape and position the opportunity for market success, delivering strategic expertise in planning, design, and the early-stage execution of the commercialization process.
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