MASAR: Destination Making and the Final Touches

Today, my colleagues and I at Umm Al-Qura for Development and Construction stand before a destination that spans 3.6 square kilometers in the heart of the holy capital, just 500 meters from the courtyards of the Masjid Al-haram.

In this moment, I am reminded of the magnitude of our mission and its significance to this generous nation and its wise leadership, which has vowed to serve the Two Holy Mosques and pilgrims from every corner of the world. "MASAR" is a destination we are crafting with love and precision, employing the latest global practices in destination-making. 

As we near final completion of the work of the primary infrastructure Contractor, I find myself and the team at a stage where we shed the traditional real estate developer's mantle—one that typically ends with the completion of construction—taking up instead the baton of the maestro, the destination-maker, whose role shines in this stage, which I simply love to call the "final touches" phase. Although the term may suggest a gentle ease to you, dear reader this stage is, for the destination maker, the most complex of all. Transitioning your focus from construction and building (cement and steel) to centering everything you do around the guest, their journey, how they will use the facilities, and the impact this will have on their experience in the holiest of places is an entirely different realm of work.

Furthermore, transitioning the company from owner and developer to operator of the destination means that the guest’s needs, satisfaction, and the fluidity of their experience become our primary responsibilities. Therefore, we have structured an integrated system that began by attracting investments and capital from a select group of institutional investors in the Kingdom, who possess cumulative expertise in key sectors. The momentum continues, and doors remain open for more investment opportunities. We have now moved to the phase of attracting leading companies in the management, operation, and activation of public facilities to become partners alongside our investors because, "Together, we chart the path to the future of Makkah

Another critical element in the "final touches" phase is ensuring the cleanliness of roads and facilities, alongside the operation of central monitoring centers that ensure the guest's safety and security. This phase also includes the provision of various services that deliver an exceptional, unparalleled experience for the guest. These services include smart parking, electric shuttle buses, multilingual signs and maps, information centers, visitor services, smart applications, and other vital amenities. I must also mention the training and qualification of national cadres to serve the visitors , which is an integral part of the foundation of this phase. Yes, these are the "final touches," but they represent a lengthy journey filled with many intricate details. That is why we insisted on dividing the opening into several phases to ensure smoothness at every stage of the experience. We remain committed to making a lasting impact on the experiences of Makkah’s visitors and residents because our focus extends beyond merely building roads, facilities, and infrastructure. We are dedicated to innovating a service that meets the needs and aspirations of visitors, enriching their experiences by adopting the modern experience economy approach, where returns increase proportionally with guest satisfaction.

To simplify the concept of the "experience economy," dear reader, let me illustrate with a journey through the evolution of coffee. In the era of the agricultural economy, coffee beans were grown and sold as mere crops. In the industrial economy, coffee beans were roasted, packaged, and sold as products. Today, in the experience economy, the coffee experience (which achieves the highest added economic value) is sold in specialized houses that promise to immerse all your senses in the cup and the place. And here, I hope that soon, we can share a cup of coffee within the walls of Masar Destination, fully immersing our senses in the love of Makkah.