Interview with Jerry Inzerillo, Group Chief Executive Officer, Diriyah Company

17 Jul Interview with Jerry Inzerillo, Group Chief Executive Officer, Diriyah Company

Widely regarded as a preeminent force in the global hospitality and tourism industry and recently named Hotels magazine’s Corporate Hotelier of the World, Jerry Inzerillo was appointed as the first Group CEO of Diriyah Company by HRH Crown Prince Mohammed Bin Salman Bin Abdulaziz Al Saud in 2018. The Company aims to preserve and revive the UNESCO World Heritage Site of At-Turaif and Wadi Hanifah, and to develop the Diriyah Gate area into a world-class tourism, heritage, entertainment and cultural destination in a US$63.2 billion giga-project featuring some of the world’s most luxurious restaurants and hotels.

How does Diriyah Company fit into Saudi Arabia’s Vision 2030 goal of making tourism a key sector in the country?

Saudi Arabia’s Vision 2030 agenda is catalyzing the transformation of the Kingdom into a global leader in tourism, entertainment, and hospitality. It’s a really exciting time to be involved in such ambitious plans and in the case of Diriyah, to be involved in such a critical part of that plan.

When talking about Diriyah it is very important to make it clear that it is not just another new-build tourism hotspot aimed at catering to every whim and trend of global travellers. Diriyah is so much more than that.

As the birthplace of the Kingdom, the heart of the nation and the cradle of Arabian civilization, Diriyah was the founding place of the First Saudi State in 1727 and has for almost 300 years been a gathering place for the world. From an oasis that provided sanctuary and the essentials of life to its first inhabitants from the harsh desert climate, to a place of trade for merchants travelling between the East and West, to a hub for intellectual exchange, since its earliest days Diriyah has brought the world together.

Today, Diriyah Company is fulfilling its role as the developer of the Diriyah project. As part of Vision 2030, the work across the development is forging a destination whose quality of life, cultural offering and place in history will be unrivalled anywhere in the Arabian Peninsula. Thanks to the monumental vision of The Custodian of the Two Holy Mosques King Salman and His Royal Highness the Crown Prince Mohammed bin Salman, we have been given the opportunity to create a destination that will truly occupy a place as the premier destination to live, work, visit, shop, dine and to celebrate the wonders of the Kingdom’s magnificently rich history, heritage, and culture.

Why do you think you were chosen to lead Diriyah Company and why did the project appeal to you?

I was honored and feel greatly privileged to have been asked by His Royal Highness Crown Prince Mohammed bin Salman to serve as Group CEO of Diriyah Company. For anyone working in this industry, the chance to work on a project of such historical significance and national importance is a once-in-a-lifetime opportunity.

For more than five decades I have championed the global hospitality sector and its people. When I joined Diriyah Company, the Crown Prince empowered me to bring together the best and brightest from across the world. Marketing, Architecture, culture, heritage, design, construction, or planning – you name it, we have the best. To now be leading that formidable team in bringing the world to such a magnificent cultural icon like Diriyah, is undoubtedly the pinnacle of my career.

Throughout my career I have worked in the company of some incredible people and have had the opportunity to deliver projects that have been recognized and celebrated around the globe. But fundamentally my greatest passion is people. Hospitality is about people. It’s about curating and nurturing experiences that create deeper emotion, and in the case of a place so steeped in culture and history, emotional connections for residents and visitors.

When I considered the impact that developing a place like Diriyah would have on people not just across the Kingdom, but across the world, too, I was very excited. Throughout my work here that passion and motivation has only grown stronger. I have been so struck by the pride and sense of connection that the Saudi people have with Diriyah. It is the birthplace of the nation and where the roots of so many of its values and traditions can be traced.

When you recognize the importance of the project in that way and comprehend how the work we do on a daily basis has such a meaningful impact – I think it is difficult not to comprehend why I, and all of those who have joined the Diriyah Company, were first attracted to work here.

For all of us, whether myself, the Company’s senior leadership, the staff and all of those we work with, there is an immense sense of pride in our work. This is the largest and most historically important project many of us will ever be a part of. Each one of us is a guardian of Diriyah’s cultural and heritage legacy and all of us recognize and are very cognizant of the significance of this project and we are working very hard to deliver its completion.

The project aims to draw in more than 27 million local and international visitors by 2030. How do you plan to launch Diriyah as a tourist destination, what aspects of the destination will most appeal to International & American visitors?

Diriyah has always been one of the greatest gathering places in the world. It sits at the heart of the Kingdom of Saudi Arabia, surrounded by a natural environment that has nurtured life for more than 300 years. For those who visit Diriyah they will find a serene and carefully curated offering that allows them to immerse themselves in a depth of heritage and culture not found anywhere else in the region.

Today Diriyah is open, and we have been welcoming visitors from all corners of the world since December 2022. We have opened two of Saudi Arabia’s most incredible cultural and culinary destinations and are making phenomenal progress towards many more.

Diriyah is a treasure trove of history and the At-Turaif district, a UNESCO World Heritage Site since 2010, forms the heart of the development. From witnessing the traditional Ardah dance , to exploring exhibitions of some of the country’s most precious artifacts, and sampling traditional Saudi coffee in the fabulous mud-brick ruins, At-Turaif offers all visitors an enriching journey through time.

The Middle East’s most exquisite culinary offering, Bujairi Terrace, is now open at Diriyah. Bringing together sumptuous examples of local Saudi cuisine with some of the world’s most renowned restaurants, an endless number of gastronomical adventures await.

Food lovers will be entranced by the variety and depth of its offering; four Michelin-star restaurants and renowned international brands such as Angelina and Sarabeth’s, sit alongside Saudi brands including Maiz, which offers authentic Saudi food from each of the Kingdom’s 13 provinces for a true journey across the delights of Arabia, and Takya, the first Saudi-owned fine dining restaurant serving Saudi cuisine with a contemporary twist that will capture the heart and tastebuds of diners. This plethora of gourmet delights is sure to impress even the most advanced gastronome.

Alongside food and culture, Diriyah has already hosted a wide array of cultural and sporting events that have brought visitors from all corners of the globe. From Saudi Arabia’s first Contemporary Art Biennale and the Saudi Design Festival, held in the Jax District, to Diriyah Season’s boxing matches, Diriyah Tennis Cup and Diriyah Equestrian Festival, and the electrifying Formula E, Diriyah is bringing together the cultural and sporting worlds. So, we already have a huge amount to offer, and we are still only just getting started!

What are the main differences in scope and business opportunities between Diriyah and other major projects currently being developed in Saudi Arabia, such as AlUla, NEOM or the Red Sea Project?

Saudi Arabia’s Vision 2030 strategy is driving the diversification of the Kingdom’s economy and tourism is fundamental to that transformation. Across the country, giga-projects are delivering incredible experience-centered destinations for travelers.

Diriyah is the cultural and historical heart of Saudi Arabia and occupies a special place as the site of the ancestral home of the House of Al Saud. Unlike many of the other giga- projects, it will never look or feel like a ‘futuristic’ city. Its uniqueness and value to both the Kingdom and the world is its centuries-old, storied history, culture, architecture, and landscape. From a business opportunity focus then, Diriyah offers our partners the chance to sit at the heart of the Kingdom’s history.

From occupying retail units in the classical Najdi architecture-inspired Diriyah Square, to our portfolio of 38 globally renowned luxury brands, and the myriad world-leading restaurants of Bujairi Terrace and expansive entertainment venues across the development, the possibilities are endless and offer businesses, residents, and visitors alike a matchless quality of life in which to live, work and enjoy.

In Diriyah you will find the world’s best examples of Najdi architecture. The design elements, building fabrics and human-scale elements all respect the heritage of the Kingdom. Diriyah will offer a spectacularly distinctive identity, blending tradition and heritage with contemporary living. We are guided by the contemporary life patterns of Wadi Hanifah, the valley that nurtured life in Diriyah from the beginning. Just think – everything within walking distance, no car or train journey, embracing life in a radiant natural environment and harmonious community – this is true innovation, blending modernity with heritage.

This is the next chapter of Diriyah’s enduring history – as we embrace the lessons of history and combine them with the best of what we have on offer today, offering our business partners the chance to be part of tomorrow.

The Diriyah development contains a number of sub projects, from leisure areas like the Bujairi District, to buildings based on traditional architecture and a series of museums. Could you provide our readers with some details about Diriyah Company’s vision and plans for the museums in particular?

Diriyah’s vast cultural offering allows visitors to traverse the history of Saudi Arabia and its impact on the Arabian Peninsula. From the art district’s galleries, artists’ studios, restaurants, retail and culture-related institutes and centers to the thematic period village recreating life in Diriyah 300 years ago, those who visit Diriyah can travel the length and breadth of the Kingdom’s history.

Our collection of cultural institutions and academies enrich Diriyah’s community through the teaching of local traditions and specializations incorporating Najdi architecture and mud-brick building, calligraphy, poetry, falconry, theatre, dance, music, the teachings of Islam and the culinary arts.

Diriyah’s collection of museums offer a wide variety of heritage experiences. As we celebrate the accomplishments of the Kingdom’s leaders, we offer those who travel here the chance to relive the history of the region, marvel at its boundless treasures, and connect with modern artistic expressions that chart the nation’s growth.

A destination-wide experience will be narrated using the history of Diriyah as the foundation and highlighting its contribution to Saudi Arabia through an array of multi- sensory experiences, performances, gallery exhibitions, wayfinding trails and digital interventions. Visitors will be taken on journey that explores Diriyah’s rich and diverse past.

Across the development, more than 26 cultural attractions, alongside 6 museums and over 400 luxury and lifestyle outlets, are combined with over 100 local brands within a traditional setting and offer visitors and residents alike everything from authentically handcrafted local goods to leading internationally recognized brands, fashion houses and products.

Since 1727 Diriyah has been the focal point of the Kingdom’s cultural evolution. This position was recently reaffirmed by the Arab League Educational, Cultural, and Scientific Organization (ALECSO) when it designated Diriyah as the Capital ofArab Culture for 2030. Anyone who visits will find an extraordinary one-of-a-kind journey awaits them.

Diriyah Company has a workforce of around 1,600 employees, encompassing a huge number of economic activities from artisans to architects, chefs, and archaeologists. Saudization is a key element of the Vision 2030 plan. How does that impact The Company’s recruitment processes?

Diriyah is a celebration of Saudi heritage. As I always say, our workforce is a family, “One Family, One Diriyah”. Our most recent employment milestone was reaching 30-million- safe man hours across all our developments. It has been so inspiring to see the commitment, reverence, and passion with which all our employees have dedicated themselves to this unparalleled project.

In numbers, almost 86% of Diriyah Company’s staff are Saudi and 14% are Diriyah locals. This is so important as first and foremost Diriyah is about Saudis, their history, and their culture – who better to understand the incredible intricacies and nuances of this place. Thinking about gender, 36% of our staff are women, 16% of whom hold management roles within Diriyah Company. A core pillar of the Vision 2030 strategy is female empowerment across the Kingdom, and this forms a key aspect of our work and recruitment.

Our commitment to our family has been recognized throughout the development of the project. Most recently Diriyah ranked for the second year running in the Top 10 “Best Places to Work in Saudi Arabia” in 2022 and were also named the “Best Place to Work” in Asia. Recognition like this reflects the supportive, motivated, and people-centered work environment we have created, and we are all very proud.

Guided by the huge pride Saudis hold for Diriyah, we have brought together the best minds from across Saudi Arabia and the world to form a hugely impressive team, that is working hard to deliver this colossal development.

Diriyah officially opened its gates in December 2022 in the first phase of its development. Could you please describe your roadmap toward full completion of the project? In addition, what special events do you plan to hold at Diriyah in 2023 and what is your criteria for picking activities or events to host?

As the development progresses, we aim to attract more than 27 million annual visitors to Diriyah and create 55,000 permanent jobs. We are transforming a historical site that has been at the heart of Saudi Arabia’s history into a global hub for culture, heritage, and tourism that will attract proud Saudi nationals, inquisitive tourists, investors, and the best in cultural talent.

We are a PIF-owned giga-project and in December 2022 were the first to open key assets to the public with the UNESCO World Heritage Site of At-Turaif district and Bujairi Terrace. We have already hosted a wide variety of events and have welcomed visitors from across the world.

In this way Diriyah is already a catalyst of Vision 2030, and its’ tremendous progress in raising tourism’s contribution to 10% of the Kingdom’s GDP by the end of the decade.

Looking ahead, Diriyah Company will be a global leader in hospitality, tourism, and real estate. A total of 38 global branded hotels will form Diriyah’s world-class hospitality portfolio, including the Ritz-Carlton, Rosewood, Six Senses, amongst others. Alongside 400 retail and entertainment outlets in Diriyah Square and Bujairi Terrace’s culinary offering, these prestigious assets will complement the Kingdom’s rich culture and heritage.

There is so much more to come as we forge this peerless destination and Diriyah Company is immensely proud to have attracted such iconic brands and partners.

Several top hotels and restaurant brands are already operating in the destination, but what are your goals for attracting more international businesses and what would Diriyah Company’s proposition to them be?

Diriyah Company is developing the pinnacle of living. Bringing together real estate, hospitality, cuisine, entertainment, retail, and business – Diriyah combines human-scale building with rich history and heritage, to create an elite center for cultural, artistic and international exchange.

At just 15 minutes from the heart of the capital of the Kingdom of Saudi Arabia, with the international connectivity of King Khalid International Airport and Riyadh’s myriad world- renowned hotels, Diriyah has a window to the world. Diriyah is unique. 300 years of history, sustainable Najdi Architectural design, with natural building materials and a thriving community, the possibilities are limited only by our imagination.

Some of the world’s most exclusive international hotel brands, have already joined our portfolio. Diriyah is first and foremost about experiences. Whether for the millions of domestic tourists from across the expanse of the Kingdom or from the millions more from around the region and the world, Diriyah is unmatched in its experience offerings. From journeying through time to sampling the best in global luxury and living, Diriyah offers an escape from the hustle and bustle of modern metropolis life with its natural beauty and serenity.

We are only at the beginning of our development work – backed by a USD63.2 billion pipeline and with the pride of a nation driving our unyielding motivation, Diriyah will attract a broad spectrum of discerning residents and visitors, those looking for authentic and new destinations to explore.

For someone like yourself, with vast experience in the global travel and hospitality industry, particularly in New York, what has it been like to work in a totally different environment like Saudi Arabia?

I have lived in many countries and over half a century in this business I have worked with many people, but never have I been so warmly welcomed. The kindness, generosity and spirit of the Saudi people has inspired me since day one. When you work in a place as special and treasured as Diriyah you develop a deep reverence, respect, and connection with being a part of a project that brings so much pride to a nation.

I don’t think it’s possible to comprehend the beauty and the depth of the rich heritage that is embodied by Diriyah, unless you are here in person. From the views of Salwa Palace from Bujairi Terrace, to the striking juxtaposition of the view of King Abdullah Financial District on the far horizon from atop the At-Turaif District, there is a feeling of poise and tranquility that I have never experienced before.

I have adored my time in the Kingdom, and I feel privileged to live and work amongst such extraordinary people and wondrous surroundings. I have to thank His Royal Highness the Crown Prince Mohammed Bin Salman for giving me such a momentous opportunity to lead the Diriyah Company team. We have achieved an astonishing amount in just five years, and I am more enthused, passionate and invigorated than ever for all that is to come!

What is the final message that you would like to leave our worldwide Readers with?

At Diriyah you will find an authentic city that tells the story of a Kingdom. Just outside of the Saudi capital of Riyadh, sits the birthplace of its modern civilization. A cultural epicenter since its inception, the city is an awe-inspiring ode to Najdi architecture and the lessons of 300 years of natural wadi-living.

Vision 2030 is opening this majestic historical treasure to the world, creating a destination that showcases the Kingdom’s people and spirit. There is so much to see and so many experiences to be had.

We are only just scratching the surface and can’t wait to attract the world with the cultural lifestyle heights we will reach. If you are searching for more than just a tourist destination, if you are looking to immerse yourself in something more – a vibrant, storied community with the very best luxury international hospitality, cuisine, and entertainment, come and enrich yourself at Diriyah. There is only “One Diriyah”, come and see it for yourself!