Driving forward!

The woman at the helm of one of Bahrain's most ambitious development projects told business leaders it will go ahead, despite the economic downturn, because its uniqueness will guarantee its success along with the work that has already gone into it.

Nicola Pero is group CEO of Mumtalakat-owned @bahrain - the one million sq/m commerce, technology and entertainment project planned for land next to the Bahrain International Circuit to tie in with motorsport at the Sakhir venue.

She gave a talk to a sold-out luncheon for the Bahrain British Business Forum at which members heard the plan is to grow businesses within the development by attracting partners rather than just looking for a short-term profit by renting or selling space.

And Ms Pero added that a partner is already lined up for expo@bahrain which will provide the kingdom with a state-of-the-art conference and exhibition centre - a much needed facility since the national exhibition centre is stretched to capacity with bookings for the next few years and has actually had to turn bookings away.

As well as the exhibition centre, @bahrain, which is scheduled to open in late 2012 or early 2013, will also provide a multi-purpose indoor event centre suitable for staging large scale shows and sporting events, hotels, a lifestyle plaza incorporating food, beverage and entertainment outlets and a top-of-the-range auto club, where owners can store vehicles in a secure, temperature-controlled environment and can buy into the chance to drive them at the BIC.

There will also be various business-oriented sectors including a research institute, a techno park and light industry as well as education and training facilities.

When asked why this project should succeed when others throughout the region are being put on hold, Ms Pero said: "If you're selling property, that's short-term wealth. Developments like this grow capital and it also offers the potential of exciting career opportunities for Bahrainis.

"I don't think the liquidity has gone out of the region but it's now more about how you go about exciting investors and this is a project which is aimed at the whole region."

According to the company's publicity drive the combination of sectors along with the BIC will make @bahrain 'the world's only motorsport destination able to provide excitement for visitors all year round'.