Showforce’s KSA operation is integral to its global business. Investment in the team and building on the foundations that it has laid is very much a part of the company’s long-term plans. “From the outset, we’ve been fully aligned with the Saudi Vision 2030 and committed to the KSA market – it’s always been about building a business that has a strong presence and meaningful partnerships with all stakeholders,” said founder and Chief Executive, Ian Spendlove.
Since the KSA office opened in September 2023, Showforce has grown its team, with over 400 active crew now in the country. The majority of the team are local crew that are fully trained and highly experienced in all aspects of event production and technical delivery. “We’re incredibly proud of them; we’ve taken the time and invested resources in recruiting, training and nurturing to get them this far,” Spendlove commented.
“Our company ethos has always been to take our skills and expertise to new territories and leave a legacy of employment,” he added. “It’s something that has been very successful in the UAE and we’re now replicating that in KSA.People are at the heart of our organisation and remain our most valuable resource. If we don’t invest in our staff and crew, then we won’t continue to be successful.”
To support its KSA team, Showforce recently launched Showforce Kingdom – a dedicated hub for its crew in Saudi Arabia. Ricky Holland, Director of Special Projects, discussed the initiative: “In a market that’s growing rapidly, new suppliers are arriving all the time and the competition for the trained and skilled event crew that exist in the country is high. Welfare is always a priority for us. I’ve made it clear, on numerous occasions, that our crew are treated with dignity and respect no matter where they’re based in the world. This commitment extends beyond the workplace with the opening of Showforce Kingdom in KSA – a space where the crew can come together as a team, share experiences, meals, relax and enjoy their leisure time.”
According to Spendlove, the crew were onboard with the idea from day one. “When we first suggested opening a crew hub, the crew were really onboard; they helped us find the perfect location and venue for it, then assisted with the fit out and finishing touches,” he commented. “Our local crew in KSA are active all over the country; not just Jeddah and Riyadh – we also have ongoing projects in Abha, Yanbu, and Tabuk. Having Showforce Kingdom as an environment where they feel supported and motivated is proving to be incredibly beneficial. It has quickly become an important part of how we work together.”
The company recently made several promotions within its KSA crew, with key players progressing to the roles of Local Crew Manager, Crew Chief and Senior Crew. “The welfare, development and recognition of our crew is core to our operations,” Spendlove added. “We are proud to invest in our people, providing clear career pathways and rewarding commitment, professionalism and excellence.”
Compliance and Saudisation are key considerations when running any business in KSA, and the Showforce team has an in-depth understanding of the Kingdom’s labour regulations, visa system and workforce culture. “We can extend that expertise to our clients and partners on the ground,” Spendlove noted. “We’re also working towards recruiting Saudi nationals, and our involvement in the BeastED Career Path Programme this August and September is pivotal to that process.”
Holland played a major role in Showforce’s contribution to BeastED, and he couldn’t be happier with both his and the company’s involvement. “We supported the Academy of Live Technology’s Stage Production training where two cohorts learned about staging, rigging, lighting, sound and video, then went on to deliver two dedicated IPAF Certification courses,” he recalled. “Witnessing people who were so interested and excited about what they were learning, the events industry and the opportunities they would have as a result was amazing.”
Haroon Nasir, Showforce’s Country Operations Lead – KSA, has seen the company’s development in the Kingdom firsthand. “The camaraderie and pride within our team are evident in both the feedback we receive and the results we achieve,” he stated. “We know that a motivated and well-supported crew is key to delivering the highest standards for our clients worldwide.”
Looking ahead, Nasir wants to continue investing in the team and ensuring that the company remains aligned with Saudi Vision 2030’s values. “This includes expanding our crews’ reach across the country and continuing to work in Qiddiya, AlUla, Diriyah and the Red Sea, as well as in Riyadh and Jeddah,” he commented.
“We will continue to collaborate with BeastED and look to increase our role within the career path programme. We also have plans to deliver specialist training for our own crew, from plant operators and working at height certifications to expanding the team and creating more local crew managers, crew chiefs and senior crew. The addition of more Saudi nationals to both our office-based staff and crew is the ultimate goal. We don’t just want to recruit Saudi talent; we also want to play our part in creating it.”
Photo: Showforce
