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Sim Choo Kheng CEO Sim Leisure

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Sim Choo Kheng’s Dubai-based Sim Leisure has provided design, fabrication and construction to over 300 themed entertainment projects around the world. The company also operates an adventure park in Malaysia called Escape.

“What works for theme parks in Orlando may not necessarily work for those in Asia,” Kheng told The Edge in 2019. “Our theme parks are built for the locals, not tourists. As a result, our cap ex is often 10 percent or lower than conventional theme parks. From day one, we have been operationally profitable.

As an external contractor, Sim Leisure has worked for such names as Resorts World Singapore, Dubai Parks and Resorts, Global Village, Ferrari World Au Dhabi, Legoland and many more. Its own offering on Penang Island in Malaysia, Escape, features ropes courses, climbing, zip lines and water park activities. With lower operating costs than ride-heavy amusement parks, this ‘low tech, high fun’ model delivers gross margins of around 50 per cent.

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