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“Challenge the status quo”

Case Studies

Saudi Feast Food Festival 2022

Date: December, 2022
Event: Saudi Feast Food Festival 2022
Location: Saudi Arabia

Saudi Arabia boasts a wealth of authentic legacies that deserve widespread recognition, among which its rich and unique cuisine stands out prominently. From the preparation methods to the taste and presentation, Saudi food offers a delightful experience that captivates the senses.
The Saudi Feast Food Festival 2022 stands as a testament to the Kingdom’s culinary prowess, emerging as one of the most distinguished gastronomic events in the region. With its innovative concept, diverse sections, comprehensive scope, and a cultural style deeply rooted in our identity, the festival showcases the best of Saudi culinary traditions.
Featuring 10 distinct zones, each interlinked yet offering unique activities, the complexity of the event posed significant challenges.
In mid-2022, our expertise was sought to provide insights into Crowd Management, Transport Operations, Event Planning, C3, and Assurance. With the event facing challenges related to venue attractiveness, stakeholder engagement, and busy site zones, our consultancy was engaged to serve as the operational partner for delivery.

We are delighted to be able to support the Saudi Feast
Food Festival as one of the flagship culinary events in
Saudi Arabia.

James Mildenhall
Crowded Events Founder

As construction commenced, our team meticulously analyzed the site plans, ensuring operational feasibility aligned with the architectural vision. We fostered collaboration among stakeholders, developing Crowd Management Plans, Operational Plans, Event Plans, and other integrated pillars like Health & Safety.

Introducing a streamlined operating model, we facilitated clear communication and escalation pathways throughout the planning and execution phases.

With the site evolving, our procurement expertise came into play, ensuring the acquisition of necessary barrier and temporary infrastructure for site protection. From coaches and buses to cones and pedestrian barriers, we meticulously planned and quantified resources, instilling confidence in the client’s procurement decisions.
As operational delivery neared and Day 1 approached, the site transformed into a bustling hub of activity. With over 25 exhibitions, 200 restaurants celebrating our culinary heritage, immersive experiences, and appearances by Michelin-star chefs, the festival offered an unparalleled experience. Additionally, the live stage broadcast of the World Cup added to the excitement, captivating visitors from around the globe.

On Day 1, the packed car parks and efficient queue systems reflected the success of our meticulous planning efforts. From accommodating early arrivals to managing ticket queues, our strategies ensured a seamless and enjoyable experience for all attendees.

Partnering with the Saudi Feast Food Festival
was an incredible opportunity to showcase our
capabilities in operational consultancy. We are
proud to have played a key role in delivering an
unforgettable experience for attendees. 

James Mildenhall
Crowded Events Founder

James, thank you for the great support and services
in the SFFF. 

Feras AlHamoud
Culture Director