AJ GARDNER LEADS RWS GLOBAL’S NEW OFFICE IN SAUDI ARABIA. HE WEIGHS IN ON DEVELOPMENTS IN THE REGION, THE ROLE OF ENTERTAINMENT AND WHAT’S TO COME IN THE MIDDLE EAST
interview by Martin Palicki
With the opening of its Riyadh headquarters in Saudi Arabia’s King Abdullah Financial District, RWS Global has made a clear statement about its long-termcommitment to the Middle East. Leading that effort is AJ Gardner, VP, Operations | Middle East. His career spans theme parks, opera, live entertainment, and large-scale destination development across the U.S. and the Gulf Cooperation Council (GCC). Most recently he served as Manager of Entertainment and Events at Six Flags Qiddiya City in Riyadh and previously held key roles at Dubai Parks & Resorts. His diverse background in creative production, operational management and live event strategy positions him to drive RWS Global’s continued growth and partnership expansion across the market. In this interview, Gardner discusses RWS Global’s strategy for the region, the evolution of the Saudi market, and how talent development and collaboration will define the next chapter.
Why Riyadh and why now?
RWS Global has built a global reputation for delivering world-class entertainment and elevating the guest journey across land-based attractions, cruises, mega-events, museums, and destination experiences. Opening our seventh international headquarters in Riyadh positions us to serve the Middle East with speed, professionalism, and cultural understanding.
There is an enormous appetite in Saudi Arabia and across the GCC for premium entertainment, and the region deserves the very best. By establishing permanent operations in Riyadh, we are creating a foundation for long-term growth at a moment when the world’s attention is turning toward Saudi Vision 2030. We are excited to contribute meaningfully to that plan and to the transformation of tourism and entertainment in the region.
How has your work in the Middle East shaped your perspective?
I was raised in the southern United States and had very limited exposure to the Middle East early on. When I had the opportunity to relocate to Dubai in 2016, I wanted to experience the region firsthand and form my own perspective.
What I discovered is that people are people everywhere. Stories transcend language, and live performance is one of the oldest and most powerful ways to share culture. Working in Dubai taught me how to collaborate across cultures and nationalities toward a shared goal: great entertainment.
That experience was also the first time I worked on a theme park resort from the ground up. Watching a project rise from sand to a fully operational destination, and then seeing families experience it for the first time, was transformative. It gave me a deep respect for the scale, collaboration, and care required to create meaningful guest experiences. It also made me fall in love with the Middle East. The hospitality and openness I’ve experienced here is unmatched.
You’ve worked on both the operator and supplier sides of the industry. How does that inform your approach?
Having been on the client side at major parks and resorts gives me a very practical understanding of what works and what doesn’t, especially in this region. Success here requires flexibility, commitment, cultural awareness, and strong teams.
RWS Global is uniquely positioned because we can provide full turnkey support, from master planning and design through execution, operations, consulting, and special events. Our global network, combined with more than 25 years of collective GCC experience, allows us to support projects of any scale while remaining deeply focused on guest experience. That balance is critical in the Middle East.
How would you describe the entertainment landscape in the region today?
It’s ambitious, immersive, and happening everywhere. Entertainment is embedded into daily life, from parks and festivals to malls and public spaces. There is a strong emphasis on lighting, architecture, and atmosphere, creating thoughtful and inclusive guest environments.
Events like Riyadh’s Noor Light Festival, which broke international records using light as a storytelling medium, show how seriously experiential entertainment is taken here. Free, citywide immersive installations, drone shows, and exhibitions connected by public transit made culture accessible to everyone.
The region now hosts major international music acts, comedy festivals, opera, musical theater, and large-scale touring productions. Audiences are highly engaged, and entertainment is available on demand, any day of the week. Most importantly, it’s family-focused, which is central to the culture.
Where do you see the Middle East market heading over the next decade?
We’re only at the beginning. In particular, Saudi Arabia has a family-centered culture that deeply values immersive entertainment. With recent milestones such as the opening of Six Flags Qiddiya City, global tourism has taken notice. The scale, pace, and vision behind Saudi Arabia’s transformation is unlike anything I’ve seen before. It will reshape expectations for destination entertainment worldwide.
Looking at Saudia Arabia alone gives a hint of what’s to come. Qiddiya City will continue to expand with Aquarabia, F1, more hotels and entertainment. Expo 2030 takes place in Riyadh in a few years, and it’s going to be impressive. The World Cup arrives in 2034 and those stadiums are already being built. They will need fan activations, sports production and entertainment. And these are only the largest projects. There are countless smaller community-sized developments for entertainment and culture planned as well.
As projects move from development intolong-termoperations,whatrole does RWS Global play?
We are a bespoke, turnkey entertainment provider. Whether a project needs master planning, execution, operations, consulting, or long-term operational support, we can step in at any phase.
Our Riyadh headquarters is designed as an operational hub, not a satellite office.
We provide the same level of care and attention to every project, from giga-developments to smaller activations. Accessibility and responsiveness are core to how we work.
How would you characterize Saudi Arabia’s transformation in relation to the rest of the region?
The Kingdom of Saudi Arabia has positioned itself in a unique way, as the Kingdom is reforming their entire economic and cultural systems at the same time. Their transformation is unprecedented in its scale and vision. Transforming its economic diversification to focus on tourism, cultural heritage, and entertainment will define the success of the Kingdom.
His Highness Mohammed bin Salman (MBS)’s Saudi Vision 2030 development plan will go down in history books, as one of the most ambitious and well executed reform plans in human history. The vision is clear, purposeful, built to directly benefit the people of Saudi Arabia, and will bring prosperity and opportunity to the entire Kingdom.
Outside of Saudi Arabia, the UAE has done a fantastic job putting their tourism and business sector on the map. Their rapid climb to becoming a top global destination through the development of infrastructure, including the incoming Disneyland Abu Dhabi, will be studied and discussed for years to come.
Talent development is a major topic in the region. How is RWS Global approaching this?
Developing local talent is essential, and it’s something I’m personally passionate about. Our goal is to help build a world-class entertainment workforce within the region by combining local leadership with global expertise.
We want to bring international educators, performers, and industry experts into the region to share knowledge, conduct training, and support long-term professional growth. This industry isn’t only for expatriates. Saudi professionals want to build careers here, and we want to support that ambition.
How would you describe the collaborative environment in the Middle East entertainment sector?
Collaboration is key to success here. RWS Global is one of the most collaborative organizations I’ve ever worked with, and that mindset extends into how we engage with partners and clients.
The companies that succeed in this region are the ones that prioritize collaboration, cultural respect, and long-term relationships. Closing doors or operating in silos is not a sustainable approach, especially in a market that is still defining its future.
How do you envision RWS Global’s impact in the region over the next five to ten years?
Our focus is simple: deliver world-class entertainment at scale, supported by our international network and grounded in local culture. Training, workforce development, and operational excellence will be central to our growth.
We are here for the long term, committed to contributing to the region’s success and to creating experiences that resonate with families and communities. Being part of this moment in Saudi Arabia’s evolution is a privilege, and we’re excited about what’s ahead. •
