G N I T R O P G P N I SUILD LEARN AY L P H G U O THR
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LANDMARK LEISURE GROUP ENCOURAGES CHILDREN TO LEARN THROUGH PLAY, WITH A FOCUS ON CHILD GROWTH AND DEVELOPMENT.
ith a positive growth rate, the Middle East is placing an increased focus on developing a number of key markets to attract increased investment, boost tourism and promote economic growth. Developments consist of a number of communal and leisure spaces, retail facilities, restaurants and parks, but there are also a number of key areas within the communal and leisure space which are slowly rising and increasing competition within the Middle East. Launched back in 1999, Landmark Leisure Group has become a brand which now dominates the leisure and entertainment market for young children, providing exciting, educational spaces for children to develop key skills, socialise and thrive. Part of the multinational conglomerate Landmark Group, Landmark Leisure has locations across the GCC and India, with over a thousand employees
and over 40 different nationalities, creating an environment which is multicultural and diverse. BOLDER BRANDS Providing children with beneficial learning and entertaining spaces is Chief Operating Officer Silvio Liedtke. Amongst the Group’s expansion plans, Liedtke is also behind the development and subsequent launch of two further brands later on this year. “These brands will focus on youth and adults, completing the Group’s portfolio for entertaining for any age and for any desire,” he adds enthusiastically. Home to four main brands, Fun City, Fun Ville, Fun Block and Fun Works, Liedtke explains that the Group’s centres are part of the communities in which they are situated, and have become a staple for both children and their parents to socialise and enjoy, with many customers visiting
entertainment centre, present in over 65 locations across the Middle East and India and caters to children from ages 1 to 12 years. The company also received numerous accolades and awards under Silvio’s guidance such as Great Place to Work 2014 - Superbrands: UAE’s Choice 2014 - Middle East & North Africa Council of Shopping Centres: Marketing Excellence. Prior to Fun City, Silvio worked as Head of the FEC business for the MAF group for 3 years. In his role, he was responsible for managing all aspects of the Magic Planet FEC operations and delivery across the entire MAF portfolio.
SILVIO LIEDTKE - CEO Silvio Liedtke is the Chief Operating Officer at Landmark Leisure since 2010. In these six years Silvio has transformed the leisure division into one of the fastest growing businesses within Landmark Hospitality. Under his guidance and vision, the company offers to its guests a wide range of entertainment and play centric opportunities at Fun City, Fun Ville, Fun Works, Candelite and POParazzi’s Gourmet Popcorn. In the last few years, Silvio worked very hard in re-positioning its flagship brand Fun City to become the company’s flagship brand and the market leader in indoor leisure business. Fun City is a well-respected, extremely well operated
Before relocating to the Middle East in 2007, Silvio was Managing Director of the Butlins Holiday Resort in Bognor Regis in UK - a multifacetted holiday resort with over 5000 units of accommodation, 3 hotels, an indoor water park, an outdoor theme park, several entertainment venues, over 25 restaurants, a small shopping mall, outdoor sports activities etc. His first foray in to the Leisure business was at the world famous Legoland Windsor in UK. Having originally joined during the opening period of this attraction, Silvio ended up being the Managing Director of this Theme Park, which at the time attracted 1.8 million visitors annually before deciding to move to Butlins, also in the UK. With his background of working for strong brands in the entertainment and leisure industry, Silvio is strongly equipped to help Landmark Leisure implement its long-term strategy. When he is not working, Silvio is seen spending quality time with his wife and two kids, preferably in Fun City, working out in a Gym or playing squash and golf. w w w w. l a n d m a r k l e i s u re . a e
JOIN THE FUN FORCE HPS Middle East is one of the leading companies in customized playgrounds and adventure spaces in the regionâ€™s Leisure and Entertainment Industry. With our reliable yet highly innovative adventure playground design and turnkey installations, our reputation continues to flourish with positive reviews. Whether it is an indoor or outdoor space, a themed Family Entertainment Center, an interactive Childrenâ€™s Club or a unique attraction within an Adventure Park, HPS can make your vision become a reality. HPS Middle East is specialized in bespoke Adventure Leisure Solutions, transforming any space into a uniquely inspired, wildly entertaining, revenue generating facility.
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twice a week. To this effect, Liedtke “This really drives our ambition.” has been behind the launch of new All brands under the Group provide confectionary brand POParazzi’s – a indispensable and exciting learning gourmet popcorn brand with variety platforms and create customer and of sweet and savoury popcorn with child engagement. Fun Block has locations across the UAE and Qatar. therefore built on this concept and One of the largest playful learning has become an extension of Fun and entertainment spaces in the City’s facilities, with entertainment Middle East, Fun City has been facilities, such as a 600 square metre developed for trampoline park, climbing children up to 12 wall and a play zone. years. The brand ‘Fun Works’, however, has become such has since become one a hit, the Group of the largest Group has expanded to ventures, spanning the UAE, Kuwait 6,000 square metres Number of employees Qatar, Bahrain, over two floors at at Landmark Leisure Saudi Arabia, Yas Mall in Abu Oman and India. Dhabi. “Any market All centres under Fun we operate in we City encourage and support want to be the largest and child development through a number the best operator,” Liedtke says. of activities, such as the Play Zone, enabling children to socialise and EXPANSION PLANS develop key skills within an engaging The Group’s aggressive growth environment. “We’re focusing on plan encompasses expanding the quality in the entertainment space number of centres they currently and want to be the operator of own in India, but also to develop their choice in the countries in which existing spaces over the next five we are situated,” adds Liedtke. years. However, Liedtke explains that
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“WE’RE FOCUSING ON QUALITY IN THE ENTERTAINMENT SPACE AND WANT TO BE THE OPERATOR OF CHOICE IN THE COUNTRIES IN WHICH WE ARE SITUATED” such ambitions would not have even been possible without the support of shareholders and landlords who underpin the viability of the Group, and also the relevancy of its products and services. He adds succinctly: “With the time and the vision to create the right spaces to operate in, only then can you succeed.” In addition, Liedtke is aware that the Group is facing increasing competition from a number of competitors, and is consistently developing new ways to remain one of the biggest names in the leisure business, stating: “how do we stay relevant to customers? How do we ensure that they will come back?” To ensure the Group caters to increased customer needs, it produces customer surveys to drive interaction and improvement
of services, machinery and products to ensure delivery is second to none, in addition to utilising a centralised system to operate a number of successful communication channels. Despite these ongoing challenges, maintaining the Group’s position, whilst providing environments which support essential learning through brands which are sustainable and create everlasting smiles, is something Liedtke continually strives to implement. “Only when we have achieved that then we remain relevant and continue to be one of the biggest leisure operators within this space,” he adds. It is clear that Landmark Leisure’s long-term vision will provide a more dynamic and positive marketplace, drive positive customer experiences and deliver long-term benefits to the regions in which it grows. “It also comes down to the culture, the vision you create and the responsibility which comes with it,” Liedtke concludes.
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Dubai, UAE Landmark Group Tower, Dubai Marina PO Box 127233 T +971 4Â 562 8200