Start-up of the Week: Young Saudi impresarios put reputation before earnings

Bukhari said the Saudi General Entertainment Authority (GEA) was very cooperative.
Updated 01 May 2018

Start-up of the Week: Young Saudi impresarios put reputation before earnings

  • Bukhari said that the main goal is not to make money but to bring the name of their company to the frontline
  • Bukhari and his partner allocated SR200,000 ($53,333) for this three-day event in Jeddah's Al-Rawdah neighborhood

JEDDAH: Two young Saudi men have set up an event management business with a philosophy of gaining credibility before thinking of making money. For the next 10 years, they just want to make their company a brand name in the growing local event-organizing industry.

First result of the partnership between Feras Bukhari, a 21-year-old industrial engineering student, and his electrical engineering student co-partner, Abdul-Majeed Al-Mazroui, was a success but not on the revenue level, despite the 600-700 visitors who attended the first day of the event they recently organized.

Bukhari and his partner allocated SR200,000 ($53,333) for this three-day event in Al-Rawdah neighborhood, where they hired a venue of 1,200 square meters for about SR30,000.

“This is a big amount for an event like this, but the market is inflated. The wages designers, photographers and performers demands are sky-high. We can say that the wages are high and the quality is below expectations,” he said.

Bukhari added that an organizer could bring a professional performer from abroad for nearly a quarter of the money they pay here for a local performer. He said that airfares and lodgings might cost him much more. “If he were living in the UK, for instance, he would have hired 10 times better-quality performers dirt cheap.” 

Bukhari told Arab News that he tried to reduce the entrance fees as much as he could. Consequently, he found himself losing money. “But it is not a loss in the long run,” he said.

“The event is inspired by the American carnival theme with red and white. We developed it and added the musical part to it. Moreover, we were able to provide different music such as classical, traditional and electric guitar and Oud (lute).”

Bukhari added that they also provided visitors with an indoor Arabic song platform along with outdoor space for musical performance.

“In addition, we made seven carnival games available, with a thousand gifts to be given out to contestants. Our main idea was to look different from any other event in the city. We believe that a good event is not only where food trucks and rented booths exist,” he said.

Bukhari, who supervised the whole event so that every single activity was in compliance with organizing policy, pointed out that the General Entertainment Authority (GEA) was very cooperative with them.

“We had to apply for an organization license to run this event a month before holding it,” he said. “The GEA gave us the initial permission. After that we had to go through long processes, beginning with having permits from the local departments of civil defense, police and many others,” he said, adding that a GEA staffer was in contact with them to make sure that everything went in accordance with the official procedures.

Bukhari said that the main goal is not to make money but to bring the name of their company to the frontline to gain credibility.

“We want people to realize that whenever we announce certain events and activities, they see that in reality in front of them,” he said. 

“We insist on being honest with our visitors. For that reason, we are hoping we can make a big name in the field of organizing entertainment events.”


‘American Sharqawia’: US Consul General Rachna Korhonen bids Saudi Arabia farewell

Updated 17 min 18 sec ago

‘American Sharqawia’: US Consul General Rachna Korhonen bids Saudi Arabia farewell

  • "There’s some magic in the water of the desert," says Korhonen

JEDDAH: As she reaches the end of her second mission in the Kingdom of Saudi Arabia, US Consul General Rachna Korhonen will soon be heading home, taking memories to last a lifetime.
Known for her love for culture and the Arabic language and for her vast knowledge of the region, Korhonen became well known as a constant supporter of Saudi women and youth in the region, participating in numerous cultural and social events in the Eastern Province and across the Kingdom.
After two more weeks in the Kingdom, Korhonen will return to the US capital to serve as the executive director of the Bureau of Near East Affairs (NEA) and the Bureau of South Central Asian Affairs (SCA) at the US State Department which supports the posts in the region, including Saudi Arabia, thus continuing her connection with the Kingdom.
With 14 years of experience as a US diplomat, she served 3 years in Riyadh in 2010, and then came back to serve as the consul general in Dhahran in August 2017. “I would say Riyadh was the start of my relationship with Saudi Arabia, and Dhahran and the Eastern Province is the culmination of the relationship,” said Korhonen told Arab News on a video call. She almost feels herself Sharqawia, a resident of the Eastern Province, Sharqia.
“Ana Sharqawia (‘I am a Sharqawia). The measure of any place is the people, it’s not about the place, it’s really about the people.”
As consul general, her role was to build relations and promote the interests of her home in the country where she was posted. Korhonen went the extra mile, she joined in the region’s celebrations and understood its traditions and culture.


Recalling her time in the Eastern Province, she said: “I’ve been getting to know Sharqawis, the people who live and work here, who have made this their home in the years since Aramco started or were born in Al-Ahsa. I think anyone who comes to the Eastern Province falls in love,” she said.
“The biggest reason I’ve gotten to enjoy myself here is (because) it has quite a bit of America here. I think it’s difficult to realize how much America exists in Saudi Arabia until you come to the Eastern Province,” she added.
As the drilling for oil began in 1935 with the help of the California Arabian Standard Oil Company (CASOC), which later became Saudi Aramco, Saudi Arabia’s oil capital has been home to thousands of Americans over the past 85 years, who have had a major influence on the region.
“Aramco is definitely a reminder of home, and you put that in with the people, the hospitality, the normal way of being Saudi which is to welcome your guests no matter who they are. You put those things together, you get the best of the United States and you get the best of Saudi Arabia.”
A native of New Jersey and big baseball fan, her love for the game didn’t stop her from supporting the Al-Ettifaq Football Club in Dammam, attending matches and singing their anthem.
Her trips to Al-Ahsa, a place she calls the most beautiful place in the Kingdom, allowed her to discover the region’s vast experiences.
Her appreciation of Al-Ahsa goes deep. Both the scenery and the hospitality of the people make it her favorite city — she even took Ambassador John Abizaid on a trip there in February.
“As you drive towards Al-Ahsa, you can see the sand changing color, from a bright yellow to a reddish color,” she said. “You start seeing the desert turning green, which is amazing to me. I’m a mountain and forest type of person and I can tell you that I now like the desert too, it’s beautiful.”
The uniqueness of Al-Ahsa called out to Korhonen and she recalls her first visit to the region in 2017. “The history, the people, the food, the culture, is very different from any place I’ve been to in Saudi Arabia, Hasawis (people of Al-Ahsa) are lovely. I think there’s some magic in the water of the desert,” she said.
Korhonen developed an interest in regional cultural events, visiting local markets picking out sheep for Eid, learning about the Saudi love for falconry and participating in the traditional celebratory dance of Al-Arda. She even has a Diwaniya, a parlor where guests are received, at her home.

When she returned to the Kingdom in 2017, Korhonen noticed the transformation of the Kingdom, noting that Vision 2030 has been the instigator for this noticeable change.
“The changes have been tremendous, I think Vision2030 is really going to really bring Saudi Arabia onto the world stage. I think some parts are already there. In the energy sector, Saudi Arabia has always been a leader,” she said. “I’m betting you right now that you’re going to see Saudi women, you’re going to see Saudi men, you’re going to see Saudi kids, Saudi art, culture and music, the traditional Saudi things, all starting to show up on the world stage.”
As the Kingdom heads towards diversifying its economy, Korhonen anticipates that the world will begin seeing more Saudi entrepreneurs with innovative ventures, as education is key. She noted that with the continuous flow of Saudi students on scholarships in the US, their return to the Kingdom will help bring forth a new business-like mindset with partnerships between the two countries that will help the Kingdom’s economy to flourish.
“It’s coming,” she noted. “I’ve seen some of the (US) businesses here, but I haven’t seen enough yet and I’d like to see more of that in the next 2-5 years, because Vision 2030 will be a success if we can get entrepreneurs to start businesses and hire more Saudis,” she added. “That to me is the key and that is what you should be bringing back from the US.”
As the end of her mission draws near, it's safe to say that we'll be seeing Korhonen back in the Kingdom in the near future.
“I’ll honestly come back because of the people, because of the friendships I’ve made here.”