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[Case Study]

NEOM – The Line Experience

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Overview

The Line Experience was one of the most ambitious and high-profile showcases in Saudi Arabia, designed to present NEOM’s revolutionary vision to the world. Shine was entrusted to staff and manage this immersive journey for a diverse audience — from the general public to ambassadors, ministers, VIPs, and protocol guests.

Duration

July 2022 – July 2023 (12 months)


Staffing Scale

500+ team members

Location

Jeddah · Riyadh · Dammam


Our Role

Shine’s responsibility extended far beyond staffing. We were tasked with recruiting, training, and managing a workforce of over 500 Saudi talents who embodied excellence in service, cultural knowledge, and professionalism.

Our scope included:

  • Hospitality & Guest Experience – Delivering warm, polished service through professional hosts, hostesses, and tour guides.
  • Protocol & VIP Services – Ensuring ambassadors, ministers, and dignitaries were received with the highest level of care.
  • Venue Operations – Comprehensive oversight of cleaning, security, traffic marshals, and site management.
  • On-Site Supervision – Daily management of staff performance and event logistics to guarantee smooth operations.
  • Client Communication – Maintaining direct daily updates with the NEOM team to coordinate activations and respond to evolving needs.

Execution & Impact

By embedding Shine supervisors and managers across all sites, we ensured every detail — from visitor flow to last-minute protocol requests — was handled flawlessly. Our hands-on approach gave NEOM confidence that both large-scale public visits and high-profile VIP experiences would meet international standards.

Key highlights included:

  • Seamless delivery of special events and activations throughout the year.
  • Consistent high guest satisfaction, even with large and diverse audiences.
  • The creation of a talented Saudi workforce skilled in world-class hospitality and event operations.

Services Provided

  • Hospitality & Guest Services
  • Cleaning & Maintenance
  • Security Management
  • Venue Management
  • Tour Guides
  • Hosts & Hostesses
  • Protocol Support
  • Traffic Marshals

Outcome

The Line Experience was widely regarded as a success, with Shine’s contribution ensuring operational excellence across three major cities. Our ability to scale up staffing, provide robust training, and deliver exceptional guest experiences positioned Shine as a trusted partner for NEOM’s most high-profile showcase to date.

At Shine, we don’t just staff events — we create seamless experiences that leave a lasting impression.

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