Getting to know Saudi Soccer Ahead of the 2034 FIFA World Cup in Saudi

In the spirit of FIFA World Cup, I have my eye out for Saudi football spirit and fervor. Not only did Saudi Arabia qualify again for this year’s Cup, but they are also hosting in 2034. So I began manifesting a football sighting and BAM! they appeared! Hello members of the Al-Zulfi SFC (First Division - Second Tier). Thanks for giving me a reason to cheer on Saudi in June!

Next stop: Ushaiger

“Ushaiqer is located about 200 kilometers northwest of Riyadh, and it is one of the oldest settlements in the region. In the old times, it used to be a necessary stop for pilgrims coming from Kuwait, Iraq, and Iran and heading further west toward the holy sites of Islam.” (And to my delight, herds of camels can still be found along the route.)

“With modern transport, Ushaiqer lost its importance. What was once a thriving center of learning and trade is now a quaint cluster of mud houses and deserted narrow alleys. The idea of a “heritage village” brings to mind a place where one can observe a traditional lifestyle. Ushaiqer fits the bill in the sense that one can observe traditional architecture and visit a museum displaying ancient weapons, everyday utensils, embroidered clothing, and artisanal jewelry. The old section of Ushaiqer, however, is abandoned.” (Atlas Obscura)

With the new tourism arriving in Saudi Arabia, the village is being restored and property owners are turning their old houses into short term rentals for overnights. I bet that in 5 years it will be a lot more commercial.

If you haven’t ever thought about it, tourist routes need stops every two hours to use a bathroom and break up long drives. It’s always interesting to see which places get discovered. This was a sweet little place to stretch our minds and legs.

Visiting Boulevard City and World in Riyadh

 

My first night in Riyadh, I fought off jet lag to go to what sounded like the most exciting new thing happening, a visit to Boulevard City and Boulevard World. Part of Saudi’s Vision 2030 is an effort to broaden entertainment opportunities for its majority under 30 population. Prior to 2016, the more conservative rules left little room for public gathering fun activities. In those days the sexes were strictly segregated and the one common area, malls, were monitored by the religious police. Sporting events were for men only and most gatherings happened in private. Music was discouraged and movie theaters were banned.

Starting in 2016 things began to change and in very quick order activities began popping up all over the country. Boulevard World and Boulevard City are colossus amusement parks that have every entertainment activity you can think of from anywhere in the world. They combine dancing fountains, light shows, international food, amusement park rides, shopping, … really, everything!!!

Boulevard City aims to mimic Times Square with its billboards and use of them for ads and fun light displays. Look closely and you will see the TKTS steps, buskers and costumed characters. Since Saudi likes to build everything bigger BC has TWO Times Squares on either end!! You all know how much I love brand activations, so of course I ran right up to get free drinks and take selfies.

Boulevard World is nearby separated by a large parking lot. To get there I hopped on a gondola and floated over the cars to descend into Saudi’s version of Epcot, but bigger and better.

Boulevard World (BLVD World) opened in 2022 with the goal of “bringing the world together in one integrated destination and offering visitors a unique experience that blends cultures, adventures, and global flavors in a single place.” Today the zone features more than 1,600 stores, 350 restaurants and cafés, and 40 games and entertainment experiences dispersed in 24 country zones and it keeps growing every year.

In travel one can chose to approach slowly with a critical eye or instead just rush towards new places and experiences with reckless abandon. This was my first few hours in Saudi and I knew there was some craziness to idea of this place, but I opted to act like a little kid on Christmas morning and just embrace the miracle before my eyes. I raced from each fun activity to the next and through the country zones trying to embrace them like I actually was in Egypt or India or China… (Sadly I somehow missed the United States!?) The bright lights were so fun. And the people watching was incredible. This was my first real chance to experience Saudi life and gosh darn it, I had fun!

Look through the pictures to get a fuller idea of these places, but as you look try to remember just how new this is and not just another amusement park in the US that we all have been going to all our lives.

A few more thoughts about Riyadh

Most of my photos of Riyadh have been posted in different segments including architecture, the metro, NoHo Deli Boulevard City and World… but Riyadh is a growing capital city. In the last 10 years it’s grown from about 2 to 10 million. There is building happening everywhere. Between housing and creating new opportunities for locals and tourists as part of Vision 2030 there is lots to see. Highlights in this album were visiting the older market area and learning a little more about traditional dress items and going to Diriyah, an area on the outskirts of the city that was where the original House of Saud lived. With the ongoing effort to build out tourism and historical places, they are putting $62 billion Into development. They are also trying to build out the arts scene and have a $20 billion development happening in an old warehouse area to provide space to create and show art in Jax City.

The second city we went to was Ha’il. It’s the area near the ancient stone art drawings and where I met the girls at the World’s Biggest Coffee Shop and they are building the World’s Largest Slide, hoping for another Guinness record. We spent New Year’s Eve there. Shopped for our abaya’s the traditional robes for our visit to Medina. Outside of Ha’il is a big date market where we went to learn about the most important food item in the Saudi diet. 

Saudi Architecture

One thing I was interested in seeing in the Arabian Peninsula was big new architecture. Starchitects (star architects) are in demand and designing a lot of interesting buildings. I think many of you might see familiar styles here, because these same architects are building in your city too Before you tell me that it’s insane to build tall glass towers in the desert, I know. I’m just looking and sharing. No one ever seems to ask me my opinion. This is some of what I saw in Saudi Arabia. Later I’ll share what I saw in Abu Dhabi, which really blew me away.

Riding the Saudi Metro

 

I’m back in NYC and still dreaming of beautiful, clean, efficient, aspiring, architecturally significant Riyadh Metro. The metro system just opened in 2024. It cost $22 billion to build and covers over 176 kilometers, or about 110 miles, across six different lines. It is the world’s longest driverless metro system. There are a few knock it out of the park architecturally stunning stations that left me swooning. Overall traveling in Saudi, where there are so many huge investments being made, really reminded me of the possibility when an aspirational vision pushes forward beyond people’s wildest dreams. This is complicated because clearly there are many underlying issues behind Saudi money and labor practices, and building in a desert climate, that make every project questionable, but I can’t talk about the trip without admitting that all the new stuff adds to all my feels about the trip overall.

NY's NoHo is trending in Riyadh

 

Greetings from Riyadh, Saudi Arabia, where there is a NY deli chain named Noho Deli! Everything In Riyadh Is new so this Is such a sign that NoHo NYC cool is trending!

The guy at the register was so happy to meet me and told all the employees where I was from. He also told me that their pastrami sandwich didn’t have as much meat as “the famous deli.” I told him the amount at Katz’s was ridiculous! Anyhow, there’s nothing like a taste of home.

2025 End of Year Letter

Happy Holidays! 

 

Another year flew by, but the good thing about being guided by mantras like “live every day to the fullest” and “you only live once,” combined with my “fear of missing out,” is they drive me to action. 

 

I'm still working at the NoHo Business Improvement District and enjoying the daily surprises I encounter on the streets there (pop ups, experiential retail experiences, fashion, and many forms of artistic expression), as well as, the satisfied feeling of daily civic action that helps NYC flourish. I'm the Secretary of the NYC BID Association and helm the Mentoring Committee, so I get to help others connect so we all can all do even better to serve our neighborhoods. 

I also am still living in Jackson Heights, Queens, possibly the most diverse area in the world. The cultural vibrance there is perfect for a world traveler like me. I don’t need a plane ride. Instead, I can just walk a block or two to see whichever religious or cultural festival is happening. There are always new foods to try, traditional dress to appreciate, holidays to celebrate, parades to cheer on different ethnic groups, and over 165 languages to overhear in my zip code alone!  

 

As for travel, I rang in the New Year in Biggar, Scotland with the sound of bagpipes, a GIANT bonfire and the tastes of fresh haggis from the local butcher shop.  In March, I headed off to explore the Silk Road with a stop in Istanbul along the way. Uzbekistan and Turkmenistan were beautiful and so different. I enjoyed thinking about the vast amount of history and cultural transfer that has happened there. I came back just in time to fly to Las Vegas for a family reunion of my stepfather’s family, which was a chance to learn much more about the many legs of their Jewish diaspora around the world. I spent another summer week in Cape May with my sister’s family.  And went to the International Downtown Association Annual Conference in Washington, DC. Not a new place for me, but it was fun to look at things through a new urban planning lens and reminisce about my years of living down there.

Another highlight was my second year as a balloon handler in the Macy’s Thanksgiving Parade. This year I was with Gabby’s Dollhouse, which I hadn’t heard of, but little kids on the route certainly had and lit up as we passed on the clear, beautiful fall day.

 

As a political person, this year has been very hard to watch. I have tried to protest what I can and have doubled down on local New York civic engagement where I can. I’m hoping our new NY Mayor can get things done and provide a different example for the way things can be done.

 

Wishing everyone a happy holiday and a new year filled with bright new opportunities!