Overview

The programme as it stands today
Mon 14 Sep 2026 Phase 2 of 4 / Soft Launch On Track
Events delivered3/47
Films this month16+4
Capture to feed2hrs
Open approvals2
Due today5
Next gateBOOTH / 21 SEP
Pillars5
Phases4
Dependency gates2
Readiness67%
Accountable lead1
Each pillar produces something the next needs. No handovers to manage.
Events47
Tiers5
Monthly chapters12
Delivered3
TermSEP 26 TO AUG 27
Weighted to Aseer's year, not the Kingdom's  /  its peak is the summer.
Rapid11/16
Produced3/4
Capture to feed2hrs
Daily cover16hrs
Documentary6eps
Brand tracks2
A floor, not a target. Subjects sourced 28 days ahead by the resident creator.
Handover gate21 SEP 2026
Before launch48hrs
Resident officer1
Named deputy1
Footprint3×3 m
Hours staffed100%
A hard gate, not a target. A branded interim point protects it if fabrication slips.
Critical1hr
Priority2hrs
Standard4hrs
Daily cover16hrs
Shifts2
QA gates3
Weekends and holidays included, with a named on call owner.
Stated items12
Assumptions5
Dependencies5
Exclusions2
Items at risk0
Stated here, not raised after award. Two definitions need fixing jointly.
AlWadi, Abha, looking up the valley toward the terraced towers
Tuesday Market Abha / Aseer
The platform
Where Aseer Meets
قبل أن نتابع الجديد على الشاشات، كنا نجده في سوق الثلاثاء.
National Day opening / 23 Sep
Programme state14 Sep 2026
67%
Pillars live
Phase 2 / Soft Launch
Term
Sep 2026 to Aug 2027
Pillar load across the term TodayLaunchQuarterly
The launch is one night
The calendar carries the year
The booth never dips
Team7 named / 2 resident
AD
Account Director
All pillars
Kingdom
SD
Social Media Director
Pillar 1
Kingdom
SL
Studio Lead
Pillar 2
Deployed
ED
Event Director
Pillars 3 & 5
Deployed
CD
Creative Director
Brand systems
Kingdom
BO
Booth Officer
Pillar 4
Resident
FC
Field Content Creator
Daily coverage
Resident
Work in flight5 due today / 20 in review
EDWeekly theme launch / 15 SepDue today
EDCeremony run order v3In review
BOBooth commissioningScheduled W1
SDOctober content calendarSubmitted
SLHero film rough cutWith ARDARA
EDPermit pack / Tier 3Filed
CDAl Khutwa group selectionIn consultation
Five pillars  ×  four phases67% live
Pillar Prepare Soft launch Current Official launch Grow Ready
Pillar One
Social And Digital
Strategy / Content / Community / Paid
  • KPI framework approved
  • Editorial framework built
  • Accounts under ARDARA
  • Pilot publishing live
  • Community rota active
  • Teaser campaign running
  • Ceremony live coverage
  • Launch paid campaigns
  • Influencer activation
  • Daily publishing
  • 16 and 4 quota
  • Paid and optimisation
72%
SD
Pillar Two
The Studio
Field / Produced / Flagship
  • Asset shoot planned
  • Hero film treatment
  • Crew and kit mobilised
  • Initial destination shoot
  • Teaser content cut
  • Local edit bay established
  • Hero film delivered
  • Ceremony multi camera
  • Same day highlights
  • 4 films monthly
  • Documentary series
  • Seasonal library refresh
58%
SL
Pillar Three
The Launch
Ceremony / HSE / Guest flow
  • Site assessment and layout
  • Creative and technical
  • Permits submitted
  • Supplier appointment
  • Production build begins
  • Technical drawings closed
  • Install, rehearse, deliver
  • Event day management
  • Dismantle and clear site
  • Post event report
  • Learnings into calendar
  • Footage banked
64%
ED
Pillar Four
The Booth
Design / Officer / Data
  • Three concepts developed
  • Client selection
  • Technical drawings
  • Fabricate and install
  • Technology commissioned
  • Handover before launch
  • Officer in post daily
  • Visitor register live
  • On ground activation
  • Maintenance regime
  • Content refresh
  • Quarterly condition review
81%
BO
Pillar Five
The Calendar
Tiers / Permits / Suppliers
  • Annual calendar built
  • Tier framework agreed
  • Cultural calendar mapped
  • First weekly themes planned
  • Suppliers onboarded
  • Guest management set up
  • Opening delivered
  • Weekly rhythm begins
  • Same day capture, all events
  • 47 events
  • Monthly planning cycle
  • Post event reporting
45%
ED
Dependency gates
Strategy approval precedes publishingCleared Sep W3
2 Booth handover precedes launch coverage21 Sep 2026
Tier framework
Tier 1 / Flagship
1
Tier 2 / Major
4
Tier 3 / Monthly
12
Tier 4 / Community
24
Tier 5 / Stakeholder
6
Total
47
Named peaks
First Tuesday Opening
T1 / 23 Sep
Run AlWadi
T2 / Nov
Ramadan Nights
T2 / Mar
Purple City
T2 / May
AlWadi X
T2 / Aug
AutumnAutumn
WinterWinter
JacarandaJacaranda
SummerSummer
The full year47 events  /  Sep 2026 to Aug 2027
Monthly chapter
Sep
2026
Souq Stories
Oct
2026
Honey & Harvest
Nov
2026
Routes Of Aseer
Dec
2026
Fog & Fire
Jan
2027
Vertical Aseer
Feb
2027
Build Aseer
Mar
2027
Ramadan Stories
Apr
2027
Crowned In Aseer
May
2027
Jacaranda Makers
Jun
2027
Lake Life
Jul
2027
Sky Aseer
Aug
2027
Mountain Basecamp
Tier 1 / Flagship
1
 
 
 
 
 
 
 
 
 
 
 
Tier 2 / Major
 
 
1
 
 
 
1
 
1
 
 
1
Tier 3 / Monthly chapter
1
1
1
1
1
1
1
1
1
1
1
1
Tier 4 / Community
2
2
2
2
2
2
2
2
2
2
2
2
Tier 5 / Stakeholder
1
 
1
 
1
 
1
 
1
 
1
 
Events in month
5
3
5
3
4
3
5
3
5
3
4
4
Venues in play
Tuesday Market Al Buhaira Lake 17 km Trail Waterfront Green / Open Wider Aseer
Every day has a job7 standing formats / 2 brand tracks
TuesdayRapid
The Market
SampleSeasonal produce, crafts, flower stalls
WednesdayUGC
A Day In Abha
SampleThe coffee stop, the top viewpoint
ThursdayProduced
Heritage And Craft
SampleAseer traditions in AlWadi's design
FridayStatic
Context And Proof
SampleYearly tourist numbers visiting Abha
SaturdayRapid
The Build
SampleProgress across the five districts
SundayRapid
The Landscape
SampleThe wadi at golden hour
MondayField
On Site
SampleThe water feature, crossing points
AnchorsAll formats
National And Cultural
SampleNational Day montage, 23 Sep
16 and 4, every monthA floor, not a target
Rapid short form11/16Monthly floor
Professional films3/4Monthly floor
Static and motion—Full allocation
Event highlights—Every event
Hero film—Once, at launch
Documentary series6Across the term
Capture to feedTwo hours, step by step
00:00
Capture
Resident creator, vertical native
00:30
Local Edit
Cut in the destination city
01:00
Approval
Standing, agreed in advance
01:30
Publish
Both languages, natively authored
ARDARACorporate voiceRestrained, editorial, milestone led
Tuesday MarketDestination voiceWarm, immediate, local, daily
Handover gate track21 Sep 2026 / 48 hours before opening
8 Weeks Out
Concepts And Selection
Complete
6 Weeks Out
Drawings Released
Complete
2 Weeks Out
Fabrication Complete
In progress
48 Hours Out / 21 Sep
Handover
Committed
Booth renderSelected direction / in context
ARDARA engagement booth render, with signage, LED screen, interactive kiosk and Al Qatt panel
Footprint
3.0 × 3.0 m
Height
3.0 m
Status
Assumed
EstablishmentIndicative
1Engagement OfficerEvery hour
1Trained DeputyAbsence
1Booth SupervisorWeekly
1Cleaning SupportDaily
1Technical SupportMonthly
2–4Event Day UpliftT1 & T2
UpkeepNew in month 12
Cleaning and presentationDaily
Consumables restockWeekly
Lighting and electricalMonthly
Structural and finishMonthly
Technology servicingMonthly
Full condition reviewQuarterly
One screen, every answer
Interactive map Event schedule Programme pages Response capture Digital surveys Visitor register
Service levels
1hr
Critical
All days
2hrs
Priority
All days
4hrs
Standard
Open hours
16 hours daily, two shifts
Shift oneOpening to mid afternoon
Shift twoMid afternoon to close
OverlapOne hour, both present
Weekends and holidaysNamed on call owner
EscalationDuty owner, then Account Director
How we work togetherSet a diary twelve months ahead
Once
Kickoff
Strategy, KPI baseline, approval route
Weekly
Status
Pipeline, approvals, risks, blockers
Monthly
Performance Review
KPIs, sentiment, spend efficiency
Monthly
Event Planning
Next month confirmed, permits triggered
Quarterly
Strategy Review
Competitive and content evolution
As required
On Site Working
With brand, commercial and operations
Cadence across the termSep 2026 to Aug 2027
SEPOCTNOVDECJANFEB MARAPRMAYJUNJULAUG
Weekly status
Monthly review
Event planning
Post event report
Quarterly review
Quality gates
Brief and strategy Brand and culture Technical polish
Reporting
Weekly Monthly Per event Quarterly This portal, live
Assumptions, dependencies and exclusionsStated here rather than raised after award
#TypeItemPosition
01DependencyAward DateAssumes lead time for fabrication and permitting. Later award triggers the interim point.
02AssumptionDestination LocationRFP does not name the city. Written for Abha and Aseer. Confirmed at contracting.
03AssumptionBooth Size And LocationSingle storey, 3 m core footprint. No size or location confirmed in the RFP.
04DependencyFloor Space, Power And InternetClient responsibility. Required before commissioning can complete.
05DependencyFootfall Counting MethodNeeds an agreed counting method and data source from ARDARA.
06AssumptionPermit Applicant SplitWe apply within supplier responsibility. Landowner approvals sit with ARDARA.
07AssumptionEvent Tier InclusionsDelivered to defined tier inclusions. Volumes indicative.
08DependencyCeremony Weather ContingencyWet weather provision and named hold and go points need ARDARA agreement.
09AssumptionEquestrian ApprovalSubject to safety, welfare and authority approval. Flag bearer line is the fallback.
10DependencyBrand AssetsProvision of identity, key messages and site access for both brands.
11ExclusionMedia And Creator FeesPaid spend and third party creator fees budgeted separately by ARDARA.
12ExclusionOut Of ScopeWebsite, offline media buying, press office beyond social, CRM implementation.
Gates and escalation
✓
Strategy approval precedes publishing
Cleared Sep W3
2
Booth handover precedes launch coverage
Committed 21 Sep 2026
!
The weather is the risk
Wettest stretch of the year
Escalation / one route, one owner
01
Detect / threshold, not instinctA trigger is a number, not an instinct
02
Assess / classify within the hourCritical, priority or standard within the hour
03
Respond / one named ownerOne named owner into ARDARA
ARDARA Portal
Mon 14 Sep 2026 / Phase 2
AlWadi at night, looking across the valley
Abha / Aseer
Where Aseer Meets
قبل أن نتابع الجديد على الشاشات، كنا نجده في سوق الثلاثاء.
National Day opening / 23 Sep
67%
Pillars live
Phase 2 / Soft Launch
Events
3/47
Films
16+4
To feed
2hrs
Approvals
2
Due today
5
Next gate 7 days
Booth handover, 21 September. Committed 48 hours before the opening. A hard gate, not a target.
Pillar loadSep to Aug
Reading the curves
The launch is one night
Pillar 3 peaks in September, then flattens
The calendar carries the year
Four tentpoles in Nov, Mar, May, Aug
The booth never dips
Open every published hour, all twelve months
Work in flight5 due today
ED
Weekly theme launch
15 September / Tier 3
Due
ED
Ceremony run order v3
Pillar 3
Review
BO
Booth commissioning
Pillar 4
W1
SD
October content calendar
Submitted 14 days ahead
Sent
SL
Hero film rough cut
Pillar 2
ARDARA
ED
Permit pack, Tier 3
Authority liaison
Filed
CD
Al Khutwa group
Cultural programme
Consult
Team7 named / 2 resident
AD
Account Director
All pillars
Kingdom
SD
Social Media Director
Pillar 1
Kingdom
SL
Studio Lead
Pillar 2
Deployed
ED
Event Director
Pillars 3 & 5
Deployed
CD
Creative Director
Brand systems
Kingdom
BO
Booth Officer
Pillar 4
Resident
FC
Field Content Creator
Daily coverage
Resident
WKK × ARDARA / RFP 3000352
Five pillars67% live
Dependency gates
Strategy approval
Precedes all publishing. Cleared Sep W3
2Booth handover
Precedes launch coverage. 21 Sep 2026
Each pillar produces something the next needs
The year47 events / 5 tiers
Tier framework
T1
Flagship
Above 5,000, full turnkey
1
T2
Major tentpoles
2,000 to 5,000
4
T3
Monthly chapters
500 to 2,000
12
T4
Community
Two smaller Tuesdays a month
24
T5
Stakeholder
Press, VIP and partners
6
Total
1 + 4 + 12 + 24 + 6
47
Named peaks
T1
First Tuesday Opening
23 Sep, National Day
T2
Run AlWadi
Nov, 21K to 5K and family
T2
Ramadan Nights
Mar, the long table
T2
Purple City
May, Jacaranda takeover
T2
AlWadi X
Aug, adventure finale
Aseer’s year, not the Kingdom’s. Its peak is the summer, and December is the busiest month in the city.
Sep 2026 to Aug 2027
The boothPillar 4
ARDARA booth render with signage, LED screen and interactive kiosk
Gate
21 SEP
Before
48hrs
Footprint
3×3 m
Staffed
100%
Handover track
8 weeks out
Concepts and selection
Complete
6 weeks out
Drawings released
Complete
2 weeks out
Fabrication complete
In progress
48 hours out / 21 Sep
Handover
Committed
Establishment
1
Engagement Officer
Resident in Abha, dialect fluent
Hourly
1
Trained Deputy
Named and inducted
Absence
1
Booth Supervisor
Weekly
1
Cleaning Support
Daily
1
Technical Support
Monthly
2–4
Event Day Uplift
T1 & T2
UpkeepNew in month 12
Cleaning and presentation
Daily
Consumables restock
Weekly
Lighting and electrical
Monthly
Structural and finish
Monthly
Technology servicing
Monthly
Full condition review
Quarterly
One screen, every answer
Interactive mapEvent schedule Programme pagesResponse capture Digital surveysVisitor register
Handed over before the gates open
16 and 4A floor, not a target
Rapid short form11/16
Professional films3/4
Static and motion
Full allocation
Event highlights
Every event
Hero film
At launch
Documentary series
Arabic first, subtitled
6 eps
Every day has a jobSwipe
Capture to feedTwo hours
00:00
Capture
Resident creator, vertical native
00:30
Local edit
Cut in the destination city
01:00
Approval
Standing, agreed in advance
01:30
Publish
Both languages, natively authored
Two voices
ARDARACorporate
Restrained, editorial, milestone led. Evidence before adjective.
Tuesday MarketDestination
Warm, immediate, local, generous. Daily, weekly themed, event anchored.
Subjects sourced 28 days ahead
Service levels
Critical
1hr
All days
Priority
2hrs
All days
Standard
4hrs
Open hours
16 hours daily, two bilingual shifts. Weekends and public holidays included, with a named on call owner.
Shift model
Shift one
Opening to mid afternoon
Shift two
Mid afternoon to close
Overlap
One hour, both present
Weekends
Named on call owner
Escalation
Duty owner, then AD
How we work together
Kickoff
Strategy, KPI baseline, approval route
Once
Status
Pipeline, approvals, risks
Weekly
Performance review
KPIs, sentiment, spend
Monthly
Event planning
Next month confirmed
Monthly
Strategy review
Competitive and content evolution
Quarterly
On site working
With brand, commercial, operations
As needed
Quality gates
Brief and strategyBrand and cultureTechnical polish
Reporting
WeeklyMonthlyPer event QuarterlyThis portal, live
A diary you can set twelve months ahead
Gates
Strategy approval
Precedes publishing. Cleared Sep W3
2Booth handover
Precedes launch coverage. 21 Sep 2026
!The weather is the risk
National Day falls at the close of Abha’s wettest stretch. Contingency planned
RegisterTap to open
Assumptions
5
Dependencies
5
Exclusions
2
At risk
0
Escalation
01
Detect
A trigger is a number, not an instinct
02
Assess
Classified within the hour
03
Respond
One named owner into ARDARA
Stated here, not raised after award
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