In its formation, the Agency for Business and Innovation at Umm Al-Qura University proposed a new master plan to stimulate entrepreneurial activities. The new master plan is located within The University campus, in the city of Makkah, and was called Wadi Makkah. Due to its location and the sacred status of Makkah, any urban transformation has to contemplate the existing University's campus and the city's rich heritage. The University campus considered the city’s heritage by selecting urban elements from the Muslim heritage but did not respond to users’ requirements: students, academic members, and researchers. Thus, the Agency for Business and Innovation at Umm Al-Qura University proposed an alternative approach to urban transformation: social engagement. This paper chronicles the Agency for Business and Innovation approach. It interprets the Agency’s archival reports historically. Interviewing members from the University and the Agency’s advisory committee highlights the internal process and the perception towards heritage and identity. The analysis includes a comparison between the University’s master plan and the Wadi Makkah’s master plan in terms of buildings configurations, people’s movements, and landmarks. This paper recommends a framework for urban transformation by social engagement of representatives’ stakeholders. Further studies encompassing the end-users perceptions can support or negate the result.

masterplan, heritage, perception, identity, innovation