Iconic Bahrain – Skyscrapers, Date Palms and the Formula 1

It was not long time ago that the name “Bahrain” triggered a “Where is that”?-response in most parts of the world. Sure, it must be one of those Arabian countries in the Gulf region, covered with skyscrapers and palms. Maybe it is very rich, although not so well-known as Kuwait is, since Bahrain has never been a member of the oil cartel OPEC. This changed with the first Formula-1 Grand Prix (GP) race on Arab soil, which took place in April 2004 at the Bahrain International Circuit (BIC), whose impressive infrastructure drew almost higher global media attention than the race itself.

The BIC has a 45,000 seating capacity, including 10,500 spectators in the main grandstand; 47 VIP hospitality suites; a state-of-the-art, pit-and-paddock complex for 11 GP teams; and 18 dedicated buildings for international racing teams. The inaugural race was won by Ferrari legend Michal Schumacher. The German speed-champion completed the 57 lap race in 1 hour and 28 minutes.

The island’s adrenaline centre

Since 2004, the Kingdom has six times hosted the world top’s Formula 1 pilots, and thousands of aficionados. Besides identifying Bahrain with the Formula One brand on TV screens around the world, the event has become a lucrative business. “In 2008, it generated 600 million USD for its direct and indirect economic impact; and on top of that it has changed people’s perceptions of how they view the Middle East,” says Martin Whitaker, CEO of the BIC. On April 26, 2009, the Royal family Al-Khalifa was proud to host the GP for the sixth time, and congratulate British Brawn-GP-pilot Jenson Button on his victory.

It’s all about speed, action, and winning races. But fighting stereotypes is also an objective Mr. Whitaker has boldly placed on the BIC-flag: “Bahrain is a very friendly and hospitable place that has a lot to offer both in business and tourism. When it comes to motor sports, circuit racing hasn’t been hugely popular here in the past, but drag racing has been because it is easy to find a straight piece of road.”

Beside the Formula-1, the BIC also hosts many off-season activities. “We also organize over 150 local and community events with schools and field trips,” Mr. Whitaker says. Lots of adrenaline is needed when watching for example the breath-taking 4×4 Hummer races. Team-building among employees is guaranteed when corporate karting races take place on a separate circuit adjacent to the BIC. International business tourism is an almost untouched jewel in Bahrain.

Although during times of financial downturn, global corporations prefer picnicking in the neighborhood rather than flying around the world, Safari tours to the tiny Bahraini desert remain popular. But tourism is on its highest level for the Bahrain F-1 Grand Prix, the mother of all motor-sports events in the region, and it has been on the rise since its initiation in 2004. Luxury VIP lounges, hi-tech conference facilities and five-star catering have given the region significant corporate entertainment and conference facilities and made the track a serious destination for corporate clients.

During the rare times of a ‘no-events agenda’, the leading F1-teams head for Bahrain for testing new equipment and racing strategies. “Earlier this year we had BMW, Ferrari, and Toyota all tested here. This is very important to us because it helps increase interest from the spectator point of view,” as Whitaker makes it clear. Being in use for almost 365 days in the year requires an intense technical concern for maximum safety of the F1-Pilots, staff, and visitors.

Openness and modernity

The BIC is located in the southwest of the main island of Bahrain, which is easily accessible from the Bahrain International Airport via the two bridge-highways, “King Faisal” and “Sheikh Khalifa Bin Salman,” which cross the sea from Saudi Arabia. Saudi F1-aficionados (and there are more than one might guess), who do not arrive by plane but by car, reach the circuit via the King Fahad causeway. While travelling for tourist purposes to Saudi Arabia is only possible in groups, in Bahrain most nationals can obtain entry visas easily “on arrival”.

Compared to ten years ago, a drive through the country today is like a journey to a “New Oriental Dawn.” At the north coast, the iconic Dual Towers at the Bahrain Financial Harbour, and the 240 meter-high Bahrain World Trade Centre (WTC) are the central attractions of modern Bahrain. The latter building, dubbed BWTC, with its typically oriental, non-modest marketing slogan—“A landmark for success”—consists of two 50-story-towers. These are conjoined by three wind-turbine generators capable of delivering up to 15 per cent of the towers’ annual energy consumption. Beside many company headquarters, the BWTC is home of a Five-Star Sheraton Hotel.

“We anticipate a lot of companies will be looking for cheaper operating bases and will not want to sacrifice the quality of where they are. I think that BWTC can provide this,” says Bob Addison , who is the Country Manager of DTZ and responsible for the BWTC’s facility management. DTZ is one of the top four global real estate advisers, with over 12,500 staff operating under the DTZ brand across 150 cities in 45 countries.

Leading the Arabian motor-hype

Bahrain’s F1-Circuit has its own iconic building. Its Sakhir Tower is a spiraling tower with a crown on its head, which offers a perfect 360 degree view on the F1-track. The eight-storey Sakhir Tower has a roof terrace, VIP suites, restaurants and administration offices. It took six years until another Gulf state attracted the second Formula-1 race. The emirate of Abu Dhabi, the biggest Sheikdom of the United Arab Emirates (UAE), is the new home of the Formula-1 Etihad Airways Abu Dhabi Grand Prix.

Insiders doubt that Abu Dhabi will create as much suspense as the Bahrain F1 event does. Why? Simply because at the end of the season it is often clear who the new F1- World Champion will be. Martin Whitaker: “We have been kept honest by others in the region developing their own circuits as well and creating competition (Abu Dhabi, Qatar, Saudi Arabia, Dubai). There is more and more focus on motor sport locally, regionally, and internationally.” Mr. Whitaker points to the phenomenon that Competition has always been good for business. Where else, if not in the Middle East?