Shopping Malls Senior officials in Dubai have underscored the colossal role played by the Dubai Summer Surprises (DSS) in enlivening the retail trade market, especially at the numerous glitzy malls that will play host to the main bulk of the DSS activities this year with their ample space, climate controlled pleasant interiors and salubrious environs.
Stressing that the grand summer event has effectively contributed to promoting Dubai as the leading summer tourist destination in the region, the officials drove home the fact that the DSS provides one-of-a-kind family-oriented entertainment appealing to all ages and categories.
They expect a 15-25% increase in shopping malls' sales this year comparatively with last year, besides a similar rise of 15-25% in the number of visitors compared to DSS 2006.
'Dubai has managed over the past years to inculcate its prestigious position as the prime tourist destination in the whole region,' said Saeed Al Nabouda, CEO, DSS office.
"Dubai witnesses new and innovative shopping malls opening every year, a fact which bolsters our unique position in the region as far as retail trade is concerned. The DSS 10th edition will be innovative in terms of ideas and activities. Shopping malls will be the main venue for the event's 10 surprises which will run over 72 days starting from June 21st.'
Issa Adam, the head of the Dubai Shopping Malls Group, and director general of Burjuman and Reef Mall, said: 'The Dubai Shopping Malls Group works in unison with the DSS Office and different bodies concerned with the common objective of turning the summer months the most attractive for Dubai's visitors by introducing exciting entertainment events and valuable prizes.'
"The Group is now completing the final stages of its promotion that will be announced the soonest possible,' he said, noting that the prizes to be unveiled during the 10th edition would be the largest ever to be offered by the Group.
The opening of new shopping malls will provide the tourists with more options, which means more proceeds and spending in comparison with previous editions, he added, noting that around 25 shopping malls will participate in the promotion to be launched by the Group.
Burjuman will have a large number of activities and discounts, he added, referring to the opening of Rotana Suites which, he said, would certainly woo big turnout, especially among families.
'Majid Al Futtaim Group is one of the DSS's main sponsors for the 10th year running. We are cooperating with the DSS Office and preparing for a large number of activities and shows that will, prove a resound success,' said Fouad Sharaf, the director general of Mall of the Emirates.
He added that Mall of the Emirates and Deira City Centre are participating in the promotions, which will feature considerable discounts, raffles and weekly cash money prizes.
Sharaf noted that Mall of the Emirates secured a 70% rise in sales early this year compared to the same period last year, as it has become the favourite shopping destination for a large number of UAE residents thanks to the quality services and products found inside, beside the marvelous shopping experience and environment enjoyed by its customers.
He expects the Mall to attract to the tune of 6 million visitors and the sales to surge to AED 1b during the DSS.
Sharaf says that the mall will offer several family-oriented activities and entertainment and travel events in keeping with the new strategy of the DSS this year.
'The shows will combine between shopping activities and unique entertainment events, including the Summer Camp at the Dubai Social Theater and the Centre of Arts, a show for fairy tales on ice at Galleri,' he said.
He added that special designs and decorations have been prepared for the DSS this year. 'In some areas, special decorations have been tailored to fit in with the Weekly Theme.'
He noted that the visitors of this year's edition will come from the GCC states, other Arab countries and Europe besides other nationalities, including Russians and Chinese.
Farid Abdul Rahman, the deputy head of Deira City Centre, said: 'City Centre is one of the main shopping malls in Dubai and enjoys big turnout all year round. Our participation in the DSS will provide our customers with more fun and entertainment.'
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He expects a larger increase in sales this year comparatively with last year, noting that new stores and outlets have been added to the Centre recently, including 'H & M", 'Next' and 'DG'.
'Deira City Centre has fully prepared for the great event by introducing various and diverse activities, including 'Magic Garden', 'Super Woman' and a number of lovely animated and cartoon characters inspired from nature and world famous magic stories and episodes. There will also be an exclusive and distinguished photography exhibition. Tailor-made shows as requested by the DSS Office have been prepared besides Modhesh who will be present and around during the whole event as well as the logos of this edition that celebrates the DSS's 10th anniversary.
Abdul Rahman expects City Centre to attract a large number of visitors from the GCC and other Asian countries who would represent 70% of the total turnout, with all its outlets to offer special discounts and attractive shows for all visitors.
'Hamar Ain, as is the case every summer, will offer exciting surprises and activities for its loyal visitors. Preparations for the leading event have started two months ago. A big stage will be ready at the Centre's main hall to host the different artistic and entertainment shows presented during the DSS. The stage has been fitted with eye-catching decorations and backgrounds spotlighting the DSS's logo and mascot, Modhesh. Furthermore, the whole centre has been embellished and decorated from outside in a way becoming of this mega event,' said Morhaf Riyadh Kishi, the Hamar Ain director-general.
'The DSS puts the pep back into summer, effectively contributing to turning the lean summer activity of the past to a robust shopping season where sales double at all malls and shopping malls. Visitors from different Gulf States now head for Dubai to spend the summer months and enjoy fascinating times during this extravaganza which includes mouth-watering discounts and entertainment shows,' he added.
Kishi expects an increase of 15-20% in the Centre's sales compared to last year in light of the large budget allocated to this edition of the event that allows for more activities and shows. 'The Centre, as has been the case over the past editions, will host Sama Dubai T.V station which is scheduled to present a daily live programme at 8.00-9.00 p.m. featuring daily prizes worth over AED 20.000. Besides, the Centre's outlets and shops will offer valuable prizes as part of the distinguished promotion to be launched by the Centre during the DSS for shoppers buying goods worth AED 200 upwards, in addition to instant prizes and gifts for children. Workshops for children will be held, including cool clowns, face painting, the Henna Tent and several other activities.
'Special decorations have been tailored for each of the event's 10 surprises, spotlighting the much-beloved character Modhesh,' he added. The official highlights the Arabian style for which the Centre is renowned, specially that the main bulk of its visitors come from the UAE and other Arab states in the region, particularly Qatar, Saudi Arabia, Kuwait and Oman who account for 80% of the visitors. 'Included within the same huge building of the Centre is the plush Mariott hotel which entices a large number of Gulf visitors during the summer. There is also a number of nearby furnished apartments and hotels that have ensured big turnout that has gone beyond al expectations during the summer months.'
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