Wednesday, July 22, 2009

Reflections

Analyzing “Dubai- A city of malls, souks and shoppers!”, Our Experience with a collection of facts & figures

Dubai is truly a magical land….Not only because of oil wells and beautiful sand dunes but also because of its major developments in the retail and tourism industry in the recent 20 years. We witnessed the newly emerged little world town- Dubai, with amazing skyscrapers and fascinating malls.

The rich Arabs spend their money abundantly everywhere and foreign nationals apply their brains to utilize the opportunity to make money. Their main business is to keep entertaining people residing in UAE, attract tourists to this land, and of course earn profits by doing so.

We began our stay there by observing the nitty-gritty in the launch promotions of the world’s largest mall- ‘The Dubai Mall’ and ended our knowledge trip by on looking the launch day of Dubai Summer Surprises 2009 in the great ‘Mall of Emirates’. Both the events were one of its kind and a must see for fresh marketers stepping into fashion, retail, tourism, hospitality and entertainment industry as well. The days went by and we kept visiting malls, souks, market areas, hotels, resorts, Desert Safari, beaches and every such place where there is a possibility for marketers to please their creative urges.

Be it a ‘Deira city centre’ which is one of the oldest and convenient shopping place, housing value brands till the hi- end ones at one place, or a mall like Mercato possessing an architecture which resembles Greek culture architecture, making the Europeans feel at home. The busiest road E 11, better known as the Sheikh Zayed road, has a Times square known for its bowling and Ice cafĂ©, an ‘Ibn Batutta Mall’ which is named after great the Arab traveler, mesmerizing all the visitors with the themes of six different countries. This road also has an ‘Oasis center mall’ which has an old-got-burnt-&-turned into-new tag attracting great footfalls in the new version. The newly opened ‘Dubai mall’ has a ubiquitous catchment area, with a remarkable malls-within-a-mall concept comprising a huge Gold souk, a dedicated fashion avenue, a heritage mall, endless brands, amazing food court with an out-and-out kids floor selling luxurious kids brands, always jam packed with mom dad and kids on their skating shoes! It also has the world’s largest walk in aquarium & underwater zoo, an ice rink, a kids zone and a waterfall..phewww!!! You name it and they have it to please you and your family. There’s an another mall which is experienced in entertaining its visitors and giving a absolute fun and shopping package for the family which is the ‘Mall of Emirates’ sheltering the Ski Dubai, an ice resort, which magnetizes people of Dubai to come and enjoy ice games in sizzling summers. The sophisticated ‘Wafi Mall’ has an Egyptian exterior and is in the shape of a pyramid where celebrities from all over the world drop in often to shop for luxurious brands and designer wear. Another one in Bur dubai, named ‘Burjuman’, the oldest mall of Dubai gives competition to Wafi as this one also has ‘Saks Fifth Avenue’ which is like an MBO of kuxury brands. Burjuman also has mid segment brands and is an attraction for sports lovers, with a big multiplex sized screen telecasting live cricket matches. This city of malls also has ‘Dubai Festival City’ anchored by Ikea and Hyper Panda- hypermarket and is a major attraction for mothers and children with a beautiful water front and an amusement park at another end.

All the malls in Dubai have distinct characteristics and diverse ways of attracting people. Every mall is doing wonders in terms of footfalls and conversions, and they get nearly doubled up on weekends as we noticed that there is a craze within people to move out of their shelters on Fridays and Saturdays. Not only malls, but market places like Meena Bazaar, Al Karama, Bur Dubai, Mirdiff Uptown are also doing great business through value seeking customers and people who love to scroll out in evenings to enjoy the real weather of Dubai.

It was a great learning experience to view and understand the overwhelming malls and the brands play within this city. Overall, Dubai is a marketer’s dream place to work upon not only because of the above mentioned reasons but also because of the government policies and framework which we have elaborated in the full report along with some other facts.
Read on to know the Real Dubai………….

Contents

Scroll down to view complete report or click on each chapter label

Objective

The objective of writing this report is to understand the key to the success of Dubai as a shopping destination and to have an in-depth understanding of mall culture in Dubai and how it is different from malls in India.

Overview


Dubai is the second largest state and the main port and commercial center of UAE. Situated on the two banks of Dubai Creek, Dubai has become one of the sought after tourists' destinations of the world. It is the place wherein beaches, deserts and bustling city life are all around. With the Dubai government's substantial intervention on industrial and commercial development, international investment and tourism, the city has turned to be one of the leading trading centers. With many skyscrapers and luminous offices rising up on the banks of the Creek it's said that Dubai's evolution is dramatic which actually began in the year 1960. Now Dubai houses some of the best hotels and restaurants, parks and gardens and a fairly good number of software companies (Yatra.com, 2009).

Shopping in Dubai is an experience in itself, especially during the festival days. Internationally acclaimed branded clothes, accessories and other goods at throw-away prices, a fun-filled ambiance where shopping, entertainment and culture from nations across the world are skillfully blended together and amazing discounts in just about everything – right from accommodation and air fares to the discounts at the shopping centers themselves – all combine to make Dubai an irresistible shopper's paradise. Shopping is a kind of national past time of people of the UAE. Moreover, apart from Dubai property, shopping is also a major attraction for tourists coming here. Earlier, there was the trend of doing shopping from traditional souks there, but now the glitzy and glamorous malls have replaced the fact (Dubai Travelogue, 2009).



One of the things that make Dubai a great place to go shopping is the fact that it is a duty-free port that low or mostly no duties or tariffs imposed on foreign products. For the bargain hunter it is a field teeming with game so thick that even taking aim is superfluous. In addition, credit cards can be used to withdraw money from ATMs in shopping centers across Dubai -a benefit that eliminates the hassles of going to banks to obtain cash (Guide2dubai.com, 2009).


These malls in Dubai are very well designed. These are a part of the great architecture and effort involved by well known real estate developers. The total spending at shopping malls last summer exceeded Dh1 billion, according to the Dubai Shopping Malls Group, which represents more than 30 malls in the emirate (Paul, 2009).Dubai's position as the fourth-most dominant retail city in the world is the result of concerted efforts on the part of the retail sector and events such as the Dubai Shopping Festival and Dubai Summer Surprises to offer value-added promotions on leading international brands (Dubaicityguide.com, 2009). Many of these malls have become destinations in themselves, with attractions ranging from indoor entertainment complexes, food courts, play areas, clustered retail areas, attached hotels, cinema complexes, coffee shops, indoor ski facilities to a large aquarium (Paul, 2009). As far as the prices in the mall are concerned, they are generally competitive.

PEST Analysis of Dubai Market

Political Environment

  • Dubai is one the seven emirates that comprises of United Arab of Emirates. Although UAE’s political environment is stable; the structure of government at both the national level and in each of the emirates is relatively immature and dynastic in nature. At the national level, the UAE operates as a loose confederation of seven emirates. Since Abu Dhabi is the largest oil producer the ruler of Abu Dhabi typically claims the presidency, while the ruler of Dubai typically occupies the vice-presidency.
  • Dubai shares legal, political, military and economic functions with the other emirates within a federal framework, although each emirate has jurisdiction over some functions such as civic law enforcement and provision and upkeep of local facilities (Government of Dubai Website, 2009).
  • Dubai's government operates within the framework of a constitutional monarchy, and has been ruled by the Al Maktoum family since 1833. The current ruler, Mohammed bin Rashid Al Maktoum, is also the Prime Minister of the United Arab Emirates and member of the Supreme Council of the Union (SCU).
  • The UAE has one of the most open trade policies within the GCC region with no protective duties and minimal import restrictions.
  • UAE has been a WTO member since 1996, giving it access to newer markets and helping removal of the barriers to exports.
  • Jebel Ali Free Zone is a free economic zone located in the Jebel Ali area of Dubai. It offers a set of products and services such as: Business centers, ready to use offices, Warehouses, factories, and infrastructure ready plots.
  • There is a well defined, sound legal framework for business and a clear set of ownership rules. Foreigners are permitted ownership rights of up to 49% for limited liability companies established within the Emirate of Dubai and up to 100% for professional companies, branches and representative offices of foreign companies and free zones enterprises (Government of Dubai Website, 2009).
  • The government has a long, consistent commitment to pro-business and liberal economic policies including the protection of intellectual property rights (Government of Dubai Website, 2009).

Economic Environment

  • Dubai’s main revenues are from tourism, real estate and financial services. Revenues from petroleum and natural gas contribute less than 6% of Dubai's economy. Real estate and construction, on the other hand, contributed 22.6% to the economy (Arabian Business, 2009).
  • As of February 2009 Dubai's foreign debt is estimated at apprx. USD 100 billion.
  • There are no direct taxes on corporate profits or personal income except for oil companies that pay a flat rate of 55% and branches of foreign banks that pay a flat rate of 20% on net profit generated within Dubai (Government of Dubai Website, 2009).
  • Customs duties are low at 4% with many exemptions, 100% repatriation of capital and profits is permitted.
  • No foreign exchange controls, No trade barriers or quotas,
  • Competitive import duties (4% with many exemptions)

Social Environment

  • A large expatriate population (more than 80%).
  • Crime Rate is almost Zero.
  • Male comprises of more than 70% of Dubai population.
  • More than one marriage is allowed.
  • Traditional dress of men in Dubai is a dishdash or khandura - a full-length shirt-dress that is worn with a white or red chequered headdress (gutra) and secured in place with black cord (agal). Women wear a black abaya - a long, loose black robe that opens from the front. (Go Dubai, 2009)
  • There is no dress code and tourists and residents are free to embrace any fashion as long as it does not offend anybody’s sensibilities.

Technological Environment

  • Dubai has a network of seven industrial areas, one business park and three highly successful, specialized free zones of international distinction, two world class seaports, a major international airport and cargo village, a modern highway network, state-of-the-art telecommunications and reliable power and utilities all of which deliver efficiency, flexibility, reliability, reasonable cost and size (Government of Dubai Website, 2009)
  • Dubai is served by over 120 shipping lines and linked via 85 airlines to over 130 global destinations (Government of Dubai Website, 2009).

Dubai Retail Market Facts

  • The retail market in the Dubai continues to grow rapidly with future CAGR expected at around 12% (Just-Style, 2009).
  • The increasing household consumption, affluent population, and booming service industry (including tourism, banking and trading sectors) are propelling growth into the nation’s retail industry. Also, the modern shopping malls anchoring hypermarkets and various shopping events like Dubai Shopping Festival make the country a more lucrative destination for retail industry (Just-Style, 2009).
  • Tourism market accounts for 21% of Dubai’s retail spending, increasing to over 40% in Dubai’s new generation ‘destination’ shopping malls.
  • Total number of tourist shoppers last year estimated at 1.9 million
  • Total spending in Dubai’s retail sector is expected to surpass US$ 7.6bn by the end of 2009 (Colliers International, 2009).
  • Increasing population and rising per head household consumption remains one of the key drivers for the growth of retail industry in the Dubai.
  • Shopping events in Dubai (like DSS and DSF) and Dubai Duty Free (DDF) are the major contributor in the retail industry, with retail sales in DDF accounted for more than 9% of total retail sales in the country in 2007. (Just-Style, 2009).
  • The cosmetics and personnel care market in the UAE has grown considerably and will continue to grow at over 8% per year in near future. (Just-Style, 2009)

Dubai Shopping Malls

The evolution of Dubai's retail sector as a truly world-class shopping destination has been swift and phenomenal, and in this growth, shopping malls have played a key role. Dubai's shopping malls have removed the dichotomy of shopping and leisure, and created a perfect blend of retail and entertainment that appealed to families - both residents and visitors. The philosophy of mall developers in Dubai has been to design shopping malls as vibrant retail and leisure destinations. The Dubai Mall, for example, has redefined the shopping and leisure experience with its rich array of components including the world's largest indoor Gold Souk; one of the world's largest aquariums featuring 33,000 living animals; an Olympic-size ice rink; an entertainment section including the region's first SEGA indoor theme park; and KidZania®, an 80,000 square feet children's 'edu-tainment' centre.

Facts
  • Shopping mall supply accounts for over 70% of total retail GLA, with non-mall GLA representing less than 400,000 m² in total (Colliers International, 2009).
  • Occupancy rates of 98% - 100% in destination shopping malls, with average occupancy levels over 90% across market (Colliers International, 2009).
  • Shopping mall rents average US$ 1,200 per m² P/A, increasing to an average of US$1,800 in premium retail destinations such as Mall of the Emirates, Ibn Battuta Mall and Burjuman (Colliers International, 2009).
  • Anchor tenant rents average US$ 135 per m² P/A at present. Increasing competition for anchor tenants has reduced average rents for forthcoming malls to US$120 per m² P/A (Colliers International, 2009)

  • Estimated footfalls determined less by spending power and more by location and available leisure amenities – Mall of the Emirates currently achieves the highest footfall at 2 million visitors per month. Deira City Centre registers 1.5 million visitors and Ibn Battuta Mall hosts just fewer than 1 million visitors per month (Colliers International, 2009).
  • Mall of the Emirates, Mercato & Deira City Center continue to trade at close to 100% occupancy (Eye of Dubai, 2009).
  • Festival Center, Dubai Mall, and Dubai Marina Mall are all currently trading with noticeable unopened stores (Eye of Dubai, 2009).

  • GLA Per Capita set to increase to 2.35 m² in 2010, reduced to 1.14 m² when accounting for expected growth in tourism inflows. Retail sales, however, will have to grow at a steady YOY growth rate of 35% to sustain current performance trends (Colliers International, 2009).
  • The scale of forthcoming retail supply and increased competition is nevertheless expected to bring about an overall softening in rental rates at the market level.
  • Smaller and older malls will be required to reposition themselves to appeal to specific market segments, in order to reduce the impact of sharp vacancy increases and downward pressure on rental rates made likely by market oversupply (Colliers International, 2009).
  • New, larger malls with strong tenant mixes are expected to maintain current absorption rates, driven by strong economic fundamentals, continued brand diversification and the evolution of the ‘shopping resort’ concept towards greater incorporation of leisure amenities (Colliers International, 2009).
  • Established malls with sound anchorage, positioning and parking continue to deliver more stable rental income streams (Eye of Dubai, 2009).

Dubai Shopping Malls Group

Dubai Shopping Malls Group (DSMG) is an umbrella organization of malls set up under the support of the Dubai Department of Economic Development to promote shopping, retail trade and the mall industry in Dubai. DSMG was launched in 1998, one of the primary objectives of DSMG is to synergize marketing initiatives and provide better quality services to the visiting shoppers in the malls (Dubai Shopping Mall Group Website, 2009).
Mission
To position and sustain Dubai as a leading mall based shopping center in the world by offering quality, luxury and a world class experience; ensure that the mall experience in Dubai is without parallel in the world; and assure its visitors that the malls in Dubai will provide the right retail experience and deliver on quality, service and innovation (Dubai Shopping Mall Group Website, 2009).
Objectives
  • To promote shopping, retail trade and malls in Dubai.
  • To position Dubai as one of the leading mall-based shopping centers of the world.
  • To facilitate and propagate practices and processes that will augment the growth of mall shopping in Dubai.
  • To usher in global standards and the latest concepts in the mall industry.
  • To synergize marketing initiatives of the malls industry.
  • To represent its members in local and international forums and actively participate in seminars, symposiums and retail promotional events.
  • To be the unified voice of all the malls of Dubai.
  • To lobby for mall development and liaise with Government bodies.
  • To undertake research and organize conventions, seminars and events. To study, report and research economic, marketing and promotional conditions affecting the shopping center industry.
  • To create a resource bank by compiling data and information from surveys, periodicals, reference texts and computer data based on mall-based shopping and retailing activities.
  • Promoting the prestige and standing of members as reputable specialists in the field of mall development and management.
Any organization that operates a Shopping Mall in Dubai under license from the Department of Economic Development is eligible to apply for membership. Members of DSMG get following benefits:
  • Participation in key retail initiatives such as Dubai Summer Surprises (DSS) and Dubai Shopping Festival (DSF) and the opportunity to share in the vision of the Dubai Government by partaking in umbrella promotions through collective participation.
  • Participation in education and training programs, industry seminars, symposiums, conferences, road shows and other retail promotional events.
  • Participation in various sector specific sub-committees in the areas of retail related real estate, retail technology, etc.
  • Have access to survey findings and trade information including global and regional economic trends that will help members to establish best practices.
  • Participation in cost effective citywide joint marketing programs, mass publicity initiatives, and national and international promotional drives.
  • Participation in the process of identification of areas of concern and issues and preparing a charter for presenting to the concerned decision makers and finding resolutions in all the relevant retail and related areas.
  • Access to valuable database on industry resources and employees.
  • Usage of DSMG logo in promotional activities.
  • Usage of the DSMG website as a marketing tool for target consumer properties.

Malls in Dubai

Deira City Center
Deira City Center in Dubai was the largest mall in Dubai, but now this position of the largest mall has been taken by “The Dubai Mall”. It is one of Majid Al Futtaim's City Centre mall chains and was the first to open and until now, is the most popular. It is a popular shopping, entertainment and leisure complex with 2 levels. It has over 1.2 million sq. ft. of retail selling space, with over 340 shops and 6,000 free car-parking spaces. Similar to all of the City Center chains, Deira City Center houses the popular hypermarket Carrefour. It also houses an 11-screen Cinestar Cinemas, Lexus and Toyota showrooms, 11-storey office tower, Magic Planet (leisure family complex), and the Sofitel City Centre Hotel and Residence (Deira City Center, 2009).
Timings: Sat -Thurs 10am - 10pm and Fri 2pm - 10pm
Location: Near the Dnata Intersection.
Address : P.O. Box 60772, Dubai, United Arab Emirates
Tel : 04 295 4545
E mail: dcc@deiracitycentre.com
Popular Retail Outlets : Debenhams, Plugins, Zara, Westwood, Woolworths, JCPenny, Paris Gallery, and Virgin Megastore
Other Services at Deira City Centre
  • 34 ATMs
  • Baby changing rooms
  • Baby strollers
  • Car rental counters
  • City and beach tours
  • Deira City Centre- branded souvenirs
  • Gift vouchers
  • Currency exchange service
  • Taxi drop-off and pick-up
  • Dubai Tourism counter
  • Information desks
  • Lost and Found Facility
  • Luggage Storage Facility
  • Mobile Bill Payment Machine
  • Prayer rooms for men and women
  • Valet parking and car wash
  • Wheelchairs
  • Wi-fi service throughout the mall

Mercato Mall
This uniquely themed shopping mall is named after the Italian word for 'market' and is designed in a distinctive renaissance architectural style, capturing Italian, French and Spanish flavors and artistic characteristics. Famous Italian architect, Daniele Morelli, designed the interior of the mall to replicate the concept of several squares, the centre point of any Mediterranean town and the traditional location of the mercato, or market. Its comprehensive shopping and entertainment experience caters to quality-conscious residents and visitors of Dubai. It is located in the popular residential area of Jumeirah and houses a 12-screen Century Cinemas. Mall is spread across 22,947 sq m of retail space and it has over 90 retail stores (Mercato Mall, 2009)

Mercato mall also has a loyalty program called “Privilege Plus” that rewards customers for their spending inside the mall.
Timings: Sat -Thurs 10am - 10pm and Fri 2pm - 10pm
Location: Near the Dubai Zoo on Jumeirah Beach Road
Address: P.O. Box 755, Dubai, United Arab Emirates
Tel: 04 344-4161
E mail: mercato@emirates.net.ae
Popular Retail Outlets: Home Centre, Virgin Megastore, Spinneys, Hallmark, Early Learning Center, Claires, Damas Jewellery, and Areej.

Other Services at Mercato Mall
  • ATM machines
  • Mobile payment machine
  • Dubai police fine payment machine
  • Nursing room for mothers
  • Wheel chairs
  • Baby chairs
  • Lost & found and first aid area
  • Baby changing station for fathers
  • Currency exchange
  • Key cutting & shoe repairs
  • Customer service counter
  • Wi-fi access
  • Public telephones
  • Mall guide & store map
  • Taxi drop-off and pick-up

Mall of Emirates
Mall of the Emirates is a shopping mall in the Al Barsha district of Dubai, United Arab Emirates. It is currently owned by Majid Al Futtaim (MAF Holding). The mall was designed by the American architectural firm, F+A Architects. Prior to the opening of the Dubai Mall, the Mall of the Emirates was the largest shopping mall in the Middle East but the largest one in the Middle East Avenues in Kuwait. It contains approximately 223,000 m2 of shops and the entire mall forms a total of approximately 6.5 million sq ft (Mall of Emirates, 2009).


Other attractions
Ski Dubai
Ski Dubai is an in-door ski resort located in Mall of emirates. It offers an amazing setting to enjoy skiing, snowboarding and tobogganing or just playing in the snow. It is a unique mountain-themed attraction that offers opportunity to enjoy real snow in the desert.
DUCTAC
DUCTAC includes state-of-art-theatre, a studio theatre, an art gallery, dance studios, rehearsal rooms and classrooms. All this is spanned over some 80,000 sq ft area.
Magic Planet
Magic Planet is an indoor amusement park that includes cosmic 10-pin bowling, bumper cars, pool and billiards tables and many more amusement machines.
The Arabian Souk
Arabian Souk has many shops that offer all Middle East souvenirs from woven rugs to Arab fragrances.

Other Services at Mall of Emirates
  • Information Desks
  • Store Guides
  • Emirates Post Boxes
  • Mall Directories
  • Mall Branded Merchandise
  • Postage Stamps
  • Mobile Payment Machine
  • Dubai Police And Rta Payment Machine
  • Photocopying
  • Fax Service
  • Baby Strollers
  • Wheelchairs
  • Luggage Storage
  • VIP Drop-Off
  • Valet Parking
  • Drop-Off & Pick-Up
  • Disabilities Parking
  • Baby Change Rooms
  • Lost & Found Assistance
  • Car Wash Service
  • Wi-Fi Service
  • Car Rental
Ibn Battuta Mall
Ibn Battuta Mall, the world’s largest themed shopping mall is revolutionizing the retail and entertainment experience in Dubai. Mall is uniquely designed to celebrate the travels of the famous Arabic explorer Ibn Battuta, the exciting mix of over 275 retailers, 50 restaurants and food outlets, 21 cinema screens including the UAE’s only IMAX theatre and a number of events and promotions have helped evolve and develop Ibn Battuta mall (Ibn Battuta Mall, 2009).

This mall is being divided into six courts based on the areas including India, Egypt, Andalusia, China, Tunisia and Persia. Each of the courts is decorated as per these areas to which they belong. The architecture of this mall is really very interesting as visitors walk around the mall; they also get a glance of each of these countries.

Dubai Mall
Over 12 million sq ft, the Dubai Mall has a total internal floor area of 5.9 million square feet and leasable space of 3.77 million square feet. It surpasses the previously largest mall in the Middle East City Stars, which is located in Cairo, Egypt. With a gross area of over 8 million sq feet, City Stars was the largest mall in the Middle East since 2003. The Dubai Mall has 10–15 distinct 'malls-within-a-mall', totaling 9 million sq ft of shopping retail space (comprising of a total of 1200 stores, when fully operational). The Mall has over 14,000 parking spaces across 3 car parks, with valet services and a car locator ticketing system (Dubaifaqs.com, 2009).
The mall has won five awards. It won two awards at the Retail Future Project Awards at MAPIC, Cannes, in 2004, for Best Retail Development Scheme (Large), Best Use of Lighting in a Retail Environment. And the Dubai Mall brochure has won three awards at the Summit Creative Awards 2005, in Portland, Oregon; Gold award for Best Art Direction / Graphic Design, Silver award for Best 4-colour B2B Brochure, and Judges Special Recognition award.

Facts

  • Total area of Dubai Mall is 12 million sq feet (about 1.1 million sq meters)
  • Total internal floor area about 5.9 million sq ft
  • Total gross leasable area (GLA) about 3.8 million sq ft (the same as 50 football fields)
  • 14,000 car parking spaces
  • 120-160 restaurants, cafes, and other food and beverage shops with seating capacity for 3000 people
  • 33,000 animals in the aquarium
  • 30 million - total number visitors expected in the first year of operation (Dubaifaqs.com, 2009).

Special Attractions

Dubai Aquarium and Underwater Zoo
The Mall's Dubai Aquarium and Discovery Centre officially earned the Guinness World Record for the world's "Largest Acrylic Panel" (32.88 m wide × 8.3 m high × 750 mm thick and weighing 245,614 kg). Its 750 mm thick acrylic viewing panel can withstand pressure of 10 million liters of water used in the aquarium, but its transparency gives visitors clear views of over 33,000 marine animals on display. The Mall adopted an International Standard of Ethics and Animal Welfare Policy in its development and operation.

Dubai Ice Rink
A multi-purpose venue, Dubai Ice Rink features a year-round events calendar both on and off the ice including themed skating events, figure skating shows, sporting matches and concerts. For non-ice events, Dubai Ice Rink is designed to convert into a multi-functional hall supported by a world-class multimedia system including a 20m x 10m LED screen. Two-hour public skating sessions are on offer throughout the day every day, in addition to group visit packages and specialized ‘Learn-to-Skate’ programs.

Fashion Avenue
Fashion Avenue, a 440,000 sq ft fashion precinct dedicated to haute couture. The fashion precinct houses more than 70 signature or flagship stores, several of which have made their Middle East debut. These include Versace, Burberry, Roberto Cavalli, Hugo Boss, Loewe, Galliano, Hermes, Givenchy, Cerruti, Missoni, Tom Ford, Escada, Ermenegildo Zegna, Badgley Mischka, Pucci, Ted Baker, Marc by Marc Jacobs, Jean Paul Gautier, Valentino and Salvatore Ferragamo. The avenue also includes a 20-metre long hydraulic catwalk. Fashion Avenue is also an important leisure and entertainment attraction at The Dubai Mall with the potential to host year-round entertainment and fashion events for the region.

Gold Souk
The Dubai Mall houses the world's largest indoor Gold Souk. A precinct with a collection of over 220 gold and jewellery retailers, including a selection of cafes and restaurants, the Gold Souk experience culminates at the treasury dome, a 25m x 13m atrium and a dynamic projection ceiling with ever-changing multimedia shows. Designed by Northpoint architects, the Gold Souk recreates the traditional charm of an Arabian souk reflecting the rich regional heritage of the gold trade. The Gold Souk reveals the journey of the travelling merchants crossing the desert expanse to trade gold and other commodities and the main north entrance begins the story with life-size bronze camel sculptures resting under a starry sky and an Arabian stallion in the south entrance. (UAE Interact. 2009)

KidZania: children's entertainment section, area of about 80,000 sq ft.

SEGA Republic: indoor theme park for children, area of about 85,000 sq ft.

The Grove: outdoor corridor with cafes and shops, and retractable roof to help avoid the summer heat.

The Waterfall: indoor from top floor to bottom floor

Oasis Centre
The Oasis Centre spans a total area of 1.44 million sq. ft. and retail space of 972,000 sq. ft. spread across four levels, with approximately 76 per cent of the stores open at the time of the launch. Oasis Centre houses 77 stores including all of Landmark Group’s core businesses - Centrepoint (Babyshop , Shoemart , Splash , Lifestyle , Beautybay) Home Centre , EMax , Max , Q Home Decor , Shoexpress , Spaces , Gourmet Station and the Group operated international franchise businesses (Dubaifaqs.com, 2009).

Oasis Centre has multiple and diverse anchor stores including Home Centre, Centrepoint, E-max and Fun City. Oasis Centre also provides a diverse shopping experience with a number of globally recognized brands including Carrefour Express, the first Fitness First exclusively for women, Sun & Sand Sports, Nike Lifestyle, Aeropostale and Springfield etc.

Oasis Centre will also introduce the first-of-its-kind in-mall radio system, having signed up with Music Content Management (MCM). The system provides the mall owners, tenants and consumers with a unique in-mall audio service enhancing the customers shopping experience.

Facts

  • Oasis Centre area 130,000 square meters (1.4 million square ft), GLA 90,000 sq m (1 million sq ft)
  • Oasis Centre has about 77 shops, including Carrefour Express, Centrepoint, E-Max electronics, Home Centre, Max, Q Home DĂ©cor.
  • Oasis Center services include Fitness First for women only
  • Development cost about AED 900 million (US$245m)
  • Owner / developer is Landmark Group
  • Glass Dome in the roof is reportedly the largest in the Middle East.
  • Construction of the new center began near the end of 2006 and the mall was ready to open in March 2009
  • The new Oasis Center mall was first announced in February 2006, with plans for 50,000 sq meters of shops, 20,000 sq m of office space, 4 or 5 levels, 1600 car parks on 3 basement levels, and completion sometime in early 2008. Obviously, figures and dates were revised.
  • Contact details: tel +971-4-5154000, (Dubaifaqs.com, 2009).

Anchor stores and large shops at Oasis Centre include:

  • Carrefour Express
  • Centrepoint
  • Emax
  • The Home Centre
  • Max
  • New Look
  • Q Home Decor
  • Other Services
  • ATM
  • Money Exchange
  • Car Window Tinting
  • Car Wash
  • Valet Parking
  • Baby Cart Hire

Comparison between Dubai Malls


Dubai Shopping Festival

Dubai Shopping Festival (DSF), known in Arabic as 'Layali Dubai', was first started in February 1996 by the Dubai government as purely a retail event aimed to promote trade in Dubai. Since then it has become an annual shopping, entertainment, and cultural extravaganza that continues to promote tourism in Dubai and draws people from all around the world each year (Dubai Shopping Festival, 2009). On February 15, 1996, the travel industry in the Middle East heralded the beginning of a new dawn - the birth of the most impressive shopping cum entertainment mega event. An entirely new concept, it succeeded brilliantly in showcasing what co-operation between private sector and public sector could do to create an astonishing achievement.
Dubai Shopping Festival is a great treat for shoppers around the globe. This city lays out the red carpet during shopping festival month, with over 2,300 retailers participation, that offer everything imaginable from gold, perfume, haute couture, cars, electronics to handicrafts and textiles. As months of preparations go into creating Dubai Shopping Festival, the shopping festival matures into a major retailing cum entertainment extravaganza.
Dubai has more than 40 shopping malls, including the largest outside of North America, the Mall of the Emirates. Dubai is also known as the "City of Gold," Its world famous gold souks with an incredible array of jewellery, and other traditional Arabic Souks sells the best in rich textiles, exotic spices, Arabic pottery and wooden furniture (Dubai Shopping Festival, 2009).
Major shopping malls offer additional discounts and promotions during the shopping festival and include the Wafi Mall, Mall of the Emirates, Deira City Center, Bur Juman, IBN Battuta Mal.
Every year, Dubai Shopping Festival lives up to its promise of staging the most exciting activities for the whole family inspired by the theme One World, One Family, One Festival. As universal brotherhood, happiness, excitement, joy and adventure became the signature trademarks of Dubai Shopping Festival, the Festival itself became a tribute to the inherent ambition and strength of the people of the United Arab Emirates. Local and multinational brands acknowledged their faith in the event, and brands like Visa, Pepsi and Emirates Airlines became partners to DSF's growth. Most hotels and apartments also get involved offering special offers during the period, even the world famous Burj Al Arab is included in the hotels. With all these special discounts available many would feel that would suffice, but Dubai goes quite a few steps further. They are scores of raffles that offer very attractive prices outlined below, and Emirates and most other airlines flying out of Dubai offer discounted airfares and much needed excess baggage allowances during the festival.

The next DSF will witness fresh creative inputs and innovative promotions that will go a long way in attracting more visitors to the Emirate. The newly opened huge Dubai Mall (situated near the world’s tallest tower, the Burj Dubai) ,will be participating in DSF 2010 for the first time, and needless to say that it will definitely stand out of other malls, because of its complete package of shopping offers, discounts, entertainment, and cultural shows (Dubai Shopping Festival, 2009).

Dubai Shopping Festival 2009
2008 data
  • 3.2 million visitors
  • AED 10 million
  • "In the shadows of the global economic slowdown, DSF Office will aim at maintaining the momentum of last year's figures," Laila Suhail, Chief Executive Officer of DSF, told Emirates Business (Dubai Shopping Festival, 2009).
DSF at a glance
  • Venues: Shopping centres, Malls in various parts of the city, Souks, Global Village with pavilions offering products from retailers and manufacturers from all around the world.
  • Most popular shopping spots: Carpet Oasis (showcases exclusive carpets)
  • Other events: Nightly fireworks, laser/light shows, international fashion shows, street performances, music concerts, film festivals, children's events, and many cultural events. Daily raffle draws offer very attractive prizes of money, gold, cars and 4x4s. These events reflect the cosmopolitan character of UAE (Dubai Shopping Festival, 2009).
  • Biggest events of them all, the Dubai World Cup also takes place during the festival, and with a staggering US$ 12 million purse that makes it the richest horse race in the world - not something to miss (Dubai Shopping Festival, 2009).
New Strategy for Dubai Shopping Festival
Emphasize
  • Shopping as a core focus in the coming editions of DSF.
  • Promoting new entertainment projects and establishing a vibrant entertainment industry in Dubai.

Key highlights

  • Involvement of the private sector that will eventually organize 70 per cent of all entertainment activities in DSF with the DSF Office taking the lead in planning, marketing, and promoting the events within the festival.
  • Its dominating presence in the global tourism and commerce scene warrants a dynamic strategy for DSF in the coming years, strengthen Dubai's leading status in the global tourism industry and pave way for further growth

Aim

  • To place Dubai Shopping Festival on par with other world festivals.
  • Transforming the emirate into an international destination attracting tourists and foreign investment, to strengthen Dubai's position as a leading global city.
  • Transforming Dubai to a dream world thriving with activities like great bargains, sales, raffles, drawings, promotions, concerts and performances, carnivals and games Dubai Shopping Festival captures millions of visitor's and shopper's hearts (Dubai Shopping Festival, 2009).

Success story

  • DSF's commitment in supporting various upcoming recreational projects in Dubai with the aim of He said that the DSF Office was dedicated in realizing the vision of His Highness Sheikh Mohammed bin Rashid He concluded by stressing that DSF 2008 would concentrate on shopping with prizes worth upto AED one million being offered daily and while visitor numbers were expected to increase between 5 and 8% compared to the last edition, visitor spending was slated for an increase between 10 and 15% (Dubai Shopping Festival, 2009).

  • To be attributed to its sponsors: continuous cooperation between DSF and its sponsors aptly illustrates the successful relationship between the government and the private sector that has made DSF a landmark within Dubai's colossal development.
Sponsors for DSF 2008 (ameinfo.com, 2007):
  • A.A. Al Moosa Enterprises- Arenco Real Estate
  • Al Futtaim Group
  • Al Habtoor Group
  • A W Rostamani - Arabian Automobiles, Al Rostamani,
  • BurJuman
  • Dubai Duty Free
  • Dubai World Trade Centre
  • Dubai Gold & Jewellery Group
  • Dubai Refreshments Company
  • Dubailand
  • Emaar
  • Emirates Airline, Emirates NBD, Emirates National Oil Company (ENOC)
  • Etisalat
  • Nakheel Shopping Malls (NSM) - Ibn Battuta Mall and Dragon Mart
  • Jumbo Electronics
  • Al Ghurair City
  • MAF Shopping Malls
  • Mashreq
  • Mercato and Town Centre Jumeirah
  • Paris Gallery
  • Visa International
  • Wafi
  • Al Yousuf LLC
  • FREIJ Entertainment
DSF Growth
The DSF has established itself as the leading special "shopping" event in the world, others have tried with their own success, but no one has really been able to match the passion and success of this great festival. In its first year in 1996, 1.5 million people attended and in 1999 this figure increased to a staggering 2.4 million which resulted in incremental sales of US$ 1.12 billion, and these figures have been growing ever since. in 2005 there was an estimated 3.3 million (Dubai Shopping Festival, 2009).
Yearly Visitor's Information

Going back for the beginning of Dubai shopping festival, and due to the huge number of visitors, through the previous eight cycles we conclude that the event attracted at its first cycle in 1996 1.6 million visitors during 43 days. This number reaches the same total in the next cycle in no more than 31 day. While in 1998, the number of visitor's increases to be 2.2 in the same period, and in 1999, the event attracted 2.4 million visitors in 28 days. The fifth cycle witnesses a high growth in its visitors, which end at 2.5 million visitors during 31-day only and 2.55 visitors in 2001. In 2002, the number increase to reach 2.68 in 31 festival days. Dubai shopping festival 2003, attracted the largest number of visitors, one could say, it was the best among other cycle since it recorded the highest number: 2.92 million visitors in no more than 32 festival days (Dubai Shopping Festival, 2009).



Cost Per Year

The average cost in the first festival cycle at 1996 was DHS 2.5 Billion and DHS 2.79 at 1997. At the third cycle in 1998, the cost was DHS 3.81 Billion, and in 1999 the cost close at DHS 4.15 billion. While at 2000 the cost surge to DHS 4.31. At the last three years, the average cost ranges between 4.50 at 2001, 4.60 at 2002, 5.12 at 2003 (Dubai Shopping Festival, 2009).

DSF Popularity
DSF 2005 had 3.3million visitors with six per cent increase while spending crossed Dh6.67 billion mark registering a 15 per cent increase, says an independent study. Ten long years and the popularity of the Dubai Shopping Festival has been rising sky high. The latest figures coming out of an independent study commissioned by the DSF office is a clear indication that the Dubai Shopping Festival, which is a brand icon in its own right, is truly a world-class event which is fast growing with every passing year. No wonder the DSF 2005 has registered a total visitor participation of a record 3.3 million people and an overall expenditure of 6.67 billion registering an increase of six per cent and 15 per cent respectively (Dubai Shopping Festival 2009).

The study shows that the success of the stronger DSF this year has been mainly due to it being revamped as a family and entertainment experience rather than a purely shopping fiesta. Whilst shopping remained the main focal theme of DSF, this year the success of family experience complemented the shopping aspects with participants particularly impressed by the emphasis and variety of activities with universal appeal.

During DSF 2005, the total visitor number rose to 3.3 million, against DSF 2004 figures of 3.1 million, with an increase of 6.5 per cent. Residents' participation increased to 2.2 million, a record level, and international visitors to DSF increased to 1.1 million.


1996
The result of deliberate planning to convert an economic revitalisation effort converted itself into a successful business proposition. Sales rose by over 600 per cent in some outlets. The gold traders sold jewellery worth Dhs 10 million each day. The electronics sector did business worth Dhs 800 million. Carpet Oasis recorded sales of more than Dhs 400 million. Hotels reported 100 per cent occupancy.

1997
Though the number of events was small compared to today, nonetheless there were a variety of attractions in the very second year of DSF. The DSF Secretariat worked closely with the private sector to offer fabulous promotions and discounts. Emirates airline offered discounts on air tickets and marketed the event in overseas markets through its offices around the world. The Global Village, erected on the creekfront on Baniyas Street, turned out to be the biggest attraction, with several countries taking part.

1998
The 31-day Dubai Shopping Festival '98 was conducted on the theme of "Children of the World Meet in Dubai". Families, with children in tow, arrived in droves in Dubai to enjoy the festivities specially created for them, resulting in an unmatched success for the tourism sector.

1999
Dubai Shopping Festival '99 held under the theme of The Biggest Family Gathering of the Millennium was a success beyond expectations. Sales during DSF '99 rose by 14 per cent over 1998 figures, thus sending a clear signal that at a time when the rest of the world was facing an economic slowdown or recession, Dubai was an exception.

The average number of daily visitors was 86,000, compared to 73,000 in the previous year, an increase of 18 per cent. Of these, 21,800 came from overseas. The average for family groups rose to five members from three earlier, indicating that the focus on families was working.

2000
Dubai Shopping Festival 2000, which was held from March 1 to 31, 2000, registered an impressive growth in the number of visitors from Europe, an indication that it has become a truly global even.The total number of foreign visitors at DSF 2000 increased by 8 per cent over last year. The total number of visitors rose to 2.5 million, against DSF '99 figures of 2.4 million, an increase of 4 per cent. Total sales during the month long festival crossed Dhs 4.31 billion, against Dhs 4.15 billion in '99, an increase of 4 per cent. Of this, shopping-only expenditure accounted for Dhs 2.97 billion, an increase of 8 per cent.

2001
DSF 2001 was held under the theme One World One Family One Festival. It attracted a record 2.55 million visitors from all over the world and neighbouring countries. Total overall spending during the 31-day shopping and entertainment extravaganza registered a 5 per cent increase, up from Dhs. 4.31 billion in DSF 2000 to Dhs. 4.5 billion in DSF 2001. Of this, shopping-only expenditure accounted for Dhs. 3.02 billion as against Dhs. 2.97 billion in DSF 2000, an increase of 8 per cent.

2002
Dubai Shopping Festival 2002, held from March 1 to 31, 2002, registered a growth figure of 5% taking the total number of 'shoppers' in 2002 to 2.68 million, indicating that the Festival continues to strengthen its allure of a truly global event. Hotels' guests increased by 15%, also showing that the total number of visitors from the 'Other Arab States' outside of GCC increased by 22% resulting in a growth in the total number of visitors from 605,000 in DSF 2001 to 615,000 during DSF 2002.

2003
Dubai Shopping Festival 2003 witnessed record growth figures across key tourism indicators such as visitor numbers, hotel revenues and retail growth. Key tourism indicators such as overall spend increased by 11.3%, increasing from Dhs 4.6 billion in DSF 2002 to Dhs 5.12 billion during DSF 2003, while visitor numbers increased by 8.95% to 2.92 million.

2004
Dubai Shopping Festival 2004 enjoyed its ninth successful run from January 15th to February 15th 2004. There were record numbers of visitors logged at the key DSF attractions, like the Global Village and Night Souq, and the number of tourists in Dubai too saw an upward spiral. In fact, the Festival registered a total of 3.1 million visitors, posting a growth of six per cent over 2.92 million visitors in 2003 and the total visitor spend during DSF 2004 touched Dh5.8 billion, compared to Dh5.12 billion in the previous year, thus registering an increase of 13.28 per cent.

2005
DSF 2005 had 3.3million visitors with six per cent increase while spending crossed Dh6.67 billion mark registering a 15 per cent increase, says an independent study. Ten long years and the popularity of the Dubai Shopping Festival has been rising sky high. The latest figures coming out of an independent study commissioned by the DSF office is a clear indication that the Dubai Shopping Festival, which is a brand icon in its own right, is truly a world-class event which is fast growing with every passing year.

DSF 2009 Calendar:
Dubai Shopping Festival Office has revealed a colourful calendar of events for the fourteenth edition of Dubai Shopping Festival – the region’s biggest and most successful festival. Beginning from January 15 and lasting for 32 days till February 15, DSF 2009 will feature a host of world-class events, spectacular shopping promotions, and prizes worth millions of dirhams (Dubai Shopping Festival 2009).

With over a hundred events including a wide spectrum of activities for every age group, DSF 2009 will feature some inclusions this year to add to the excitement. Retail Promotions

With around 6000 retail outlets and 40 shopping malls participating, the DSF 2009 promotions are slated to be the best shopping offers designed in a DSF edition yet. Offers, added value promotions, sales and discounts reaching up to 80 per cent on international brands covering a wide range of consumer goods await shoppers in Dubai.

DSF Desert Camp by Watani
Date: Jan 15 – Feb 15 Venue: Al Warqa’a 4 Time: 24 hours An outdoor event that will surely attract families, the DSF Desert Camp, organised by Watani, is a getaway from the city and a return to nature. Organised at Al Warqa’a throughout DSF 2009, families and visitors have the options of renting tents for days or choosing from the endless number of activities designed for adventure enthusiasts.

Dubai Food Festival
Date: Feb 1 – Feb 14 Venue: Uptown Mirdiff and Al Seef Street Time: 5pm – 11pm A favourite of DSF visitors, Food Festival attracts people of diverse backgrounds to a celebration of international cuisine. Celebrity chefs, live cooking counters, and culinary workshops, in addition to interactive events and exciting prizes, add to the excitement of this truly one-of-a-kind gastronomic experience.

House of Talents
Date: Jan 31 – Feb 9 Venue: Eye of Horus, Wafi Time: 5pm – 10pm House of Talents is an annual event that has provided a platform to gifted women to showcase their talents and skills in handicrafts, architecture, fashion design, sculpting, information technology, drawing, interior design, music, jewellery designing, photography, perfume making, poetry and writing. The Eye of Horus area in Wafi will host the 2009 edition of House of Talents from January 31st to February 9.

Dubai Records
Date: Feb 14 Venue: Uptown Mirdiff Time: 6pm In its inaugural year in 2009, Dubai Records aims at highlighting world records created in Dubai. After a decade of hosting Guinness World Records events, DSF now has its own record-breaking initiative through Dubai Records. The record being planned during DSF 2009 is the world’s largest dessert buffet organized in cooperation with the Emirates Culinary Guild. The endeavour will include 2009 separate dessert delicacies in an attempt to gain entry into the record books.

Dubai Fashion 2009
Date: Feb 9 – 11 Feb Venue: Arena Ballroom, Madinat Jumeirah Time: 8:30pm During 2009, international retailers feature Saks Fifth Avenue, the Etoile brands, and Harvey Nichols that will present a host of leading international fashion labels. The Madinat Jumeirah will host Dubai Fashion from February 9 to February 11.

Al Zarooni Fireworks
Date: Jan 15 – Feb 15 (Weekends) Venue: Dubai Festival City at 8:30pm and Al Seef Street at 9pm Fireworks have been a hallmark of every DSF edition and 2009 is slated to be bigger, better, and longer. Dazzling fireworks will be launched from a specially created platform when the display begins on Jan 15.

Biggest Biryani Bowl
Date: Feb 6 Venue: Global Village Time: 4pm onwards To be held at the Global Village, the ‘Biggest Biryani Bowl’ will be an attempt into the record books on February 6. The popular dish will be made to weigh approximately 2.5 tons.

The Woman in Black
Date: Jan 28 – Feb 6 Venue: The Madinat Theatre, Madinat Souk Jumeirah Time: Two shows (2pm and 8pm) Now in its 20th terrifying year in London’s West End, this groundbreaking play has been seen by over 3 million people. This fantastic new production features a quality cast of West End actors and can now be seen during DSF 2009.

Tuesday, July 21, 2009

Dubai Summer Surprises

An event to hold back the people of Dubai in sweltering summers...

Dubai Summer Surprises (DSS) was launched in 1998 and has become one of the major shopping and entertainment events held in the region. It consists of numerous exciting activities that include entertainment, shopping and raffle draws for fabulous prizes, DSS has become the ideal get-away for family entertainment during the summer months (Dubai Shopping Festival website, 2009). The first two editions of the Dubai Shopping Festival in 1996 and 1997 were a tremendous success and it paved way for plans to launch an initiative of a similar magnitude over a longer period of time in every summer season (Dubai Shopping Festival website, 2009).

DSS - A New Era
With the fast paced development of Dubai, DSS was bound to elevate its standards and structure to cater to the change and to promote the new Dubai for visitors and tourists from around the world. The annual summer event developed a new and innovative strategy on its 10th anniversary that made a huge impact and was a resounding success (Dubai Shopping Festival website, 2009).


Key changes included broadening the entertainment attractions to target all age groups, and the concept of ten weeks with each week presenting one Surprise was dropped in favor of many more Surprises along the whole period of the event. While the role of government departments is still vital, the responsibility of organizing the whole event now solely lays on the Dubai Shopping Festival Office.


Modhesh
Modhesh, the bubbly brand ambassador of DSS embodies everything that the event stands for – fun, excitement, brightness and unlimited joy for children. Meaning 'amazing' in Arabic, Modhesh was launched in the year 2000, and with a wonderful smile, instantly won over the hearts of thousands of children. Due to its overwhelming popularity, Modhesh now stands as a brand on its own and will have its own line of products and events for fans the whole year round with a majority of Modhesh activities being hosted during DSS. This year, its back with a new positioning in the mindsets prevailing in recession, with a good amount of sponsored money, and placing the amazing brand Ambassador Modhesh at every signage on roads, at every possible hanging boards, rejuvenating the people’s mind with its brightest yellow and royal blue color.


Dubai Summer Surprises, the region’s biggest and most awaited summer shopping and entertainment event, unveiled a series of exciting activities. The main elements of the summer extravaganza are named by the theme of “Surprising Dubai”.


‘Surprising Dubai’, incorporates all attractions of a vibrant city. The summer event offers includes some of the best shopping deals, world-class entertainment shows, prizes worth millions, and over 30 spas providing a rejuvenating experience (Dubai Shopping Festival website, 2009).


Apart from numerous new inclusions, one particular attraction that aims to stand out this year is titled ‘Cool activities at the beach’. Activities include rain parties, barbecue nights, covered sun beds, beach spa treatments, and sea food restaurants to name a few.


Signature Events, a series of theme-based activities and a major attraction during the summer, will have nine events this year including the Sheila and Abaya Fashion, World of Stories, Junior Chef of the Year Awards, Min Bladi Al Emarat, Arts Oasis, Kids Fashion Week, Kids Olympic Games, The Collectors, and the Photography Exhibition

DSS Sponsors
Malls and big business houses are the prime sponsors and contributors for Dubai Summer Surprise. Though mall tenants also contribute by providing prizes to winners in various events, competitions, and raffle draws. All such stores who participate in these events get publicity in sponsored radio shows, and other promotional activities.

List of events

World of Stories: (12 June - 23 June)
Organized to recreate the fantasy world of fairytales and fables, World of Stories brings actors to stage to enact celebrated tales like ‘Cindrella’ and ‘Jack and the Beanstalk’. The shows will be held in English and Arabic. A new addition this year would be presenting stories from the Holy Qur’an.


Kids Fashion Week: (16 Jul - 22 Jul)
A glitzy fashion show by all means, the DSS Kids Fashion show sees some of the latest trends in kids fashion from across the region and the world and some budding fashion models on the ramp. Brands at the 2009 Kids Fashion Week include internationally renowned labels.



Kids Olympics Games: (23 July - 29 July)
A competitive but fun-filled series of sport activities for children, Kids Olympics brings out the competition in children and their parents. A must-watch event for all families, the 2009 edition of Kids Olympics features two arenas to accommodate competitions for children of all ages.

The Collectors: (27 July - 7 August)
An exhibition of various artifacts and collectibles, visitors can find seasoned regional and local collectors and prodigies with their valuable treasures. The collectibles displayed include cars, stamps, coins, license plates etc.


Min Bladi Al Emarat: (1 July - 10 July)
A traditional event that focuses on Emirati heritage activities, Min Bladi has been a major crowd puller since it featured in In-Mall Events. The main attraction of Min Bladi is the competitions that are held to pick the best displays of local food and culture. The event is an authentic presentation of culture in the UAE.

Arts Oasis
: (9 July - 15 July)
A gathering of artists from around the world, Arts Oasis is an opportunity for all to meet some highly regarded and well-known resident artists and their works. Organised in cooperation with the Dubai Cultural Council, Arts Oasis 2008 will feature works themed on various cultures. The 2009 Arts Oasis will lay emphasis on the ‘Go-Green’ theme to highlight effects of global warming.

Sheila and Abaya Fashion: (27 June - 30 June)
A gathering of talented local Sheila and Abaya designers, the Sheila and Abaya Fashion is among the most glamorous shows in Dubai for local attire. Featuring the hottest designs and the coolest trends in the world of abaya fashion, the event also hands out the best designer award.

Photography Exhibition: (6 August - 13 August)
An opportunity for talented photographers to display their creativity, the exhibition attracts some of the best talents in the country. In 2009, the Photography Exhibition will be open to all talented photographers whose entries will be judged by an eminent jury for the DSS 2009 Photography Award. Another highlight of this event is the participation by renowned National Geographic.



Junior Chef of the Year Awards: (8 July - 14 July)
Among the most prestigious awards in the Middle East in the hotel industry, the Junior Chef Awards are recognition of culinary talent across the region. The jury for the Awards include Master Chefs from around the world. During the event, multi-national chefs battle it out to showcase their finest preparations in numerous categories. A spectacular culinary display lasting seven days, the Awards attract around 600 chefs from all over the GCC every year.


Shopping in Dubai – win with every purchase
Dubai’s shopping malls, known for their expansive size and architectural detail, will be one among the main venues during DSS 2009, hosting several DSS activities and offering unbelievable promotions and discounts on a wide range of international brands. Shoppers in Dubai have a multitude of shopping options on a wide range of tax-free goods including electronics, garments, and some of the finest jewellery collections in the region (Dubai Shopping Festival website, 2009).



The DSS 2009 Spa Packages – a rejuvenating summer
Visitors longing for some of Dubai’s summer retreats can head to the finest spas in the region. Over 30 spas in Dubai will collaborate with the DSF Office to offer refreshing and relaxing spa treatments to visitors. Visitors can choose from specialized treatments to discount packages. After an overwhelming response last year, the DSS Spa Packages return in 2009 with refreshing options to stay cool this summer. Some of the best spa specialists in the industry and a truly surreal ambience make Dubai’s spas every visitor’s ultimate relaxation experience (Dubai Shopping Festival website, 2009).



Modhesh
DSS 2009 will also see its ever-smiling mascot, Modhesh, in renewed vivacity throughout the event. As the iconic figure of Dubai Summer Surprises, Modhesh has now evolved to become a symbol of timeless excitement and exhilaration enthralling visitors all through the year, throughout the world. Known as the ‘Ambassador of Smiles’, Modhesh will undertake numerous goodwill tours around the region this DSS, visiting schools and hospitals to meet children.


Apprenticeship Programme and Visiting Journalists Programme
During the conference, other DSS initiatives such as the Apprenticeship Programme and the Visiting Journalists Programme were also presented. During the Apprenticeship Programme, the DSF Office will host students from different countries around the world for an internship during Dubai Summer Surprises. The Visiting Journalists Programme has been revamped for 2009 to include journalists and their families for a stay in Dubai to experience the festivities of DSS.

DSS 2009 Launch
This year the launch of DSS was held at the Mall of emirates (the mall rated with the highest footfalls) on 11 June 2009 with loads of activities with just one motive: “Hold back people within the mall throughout the launch day”.
The activities included:



  • Raffle Draws every hour for shoppers (Get raffles for every purchase over AED 200, stay inside the mall to get your gift shopping voucher worth AED 10,000)

  • Spot Modhesh at three different stores in mall and win prizes.

  • On the spot offers.

  • Discounts sale at participating stores for an hour- We entered Aldo at 6.15 pm and there was a rush as they were offering 40% discount for an hour

  • Events by media partner (Radio Channel) at Grand Atrium at mall.

  • Modhesh Merchandise at various stores.

Dubai Duty Free

Dubai Duty Free (DDF) is the tax-free shopping heaven located at Dubai International Airport. With a huge range of cosmetics and perfumes, gold and jewellery, electronics, tobacco products, and alcohol, it is consistently ranked as one of the top airport retail operations in the world. DDF is famous for its promotions, notably the luxury car raffle. Massive discounts can be obtained on December 20, the anniversary of its opening. Dubai duty free is open 24 hours a day. The majority of stores are located in the departure area, although there is also a smaller section in arrivals (Dubai Online, 2009). On average, Dubai Duty Free handles around 60,000 sales transactions per day, resulting in over 20 million transactions this year.

On December 20th, 2008, Dubai Duty Free's 25th Anniversary day, the operation recorded sales of US$20 million in the 24 hour period, and an amazing 130,000 transactions.



DDF Mission

  • On behalf of the Department of Civil Aviation Authority, to own and operate the retail operations at Dubai International Airport and other affiliated areas.
  • To provide customers with first class customer service, excellent value for money, a wide range of quality products and a world –class shopping environment.
  • To be recognized as the one of the best airport retailer’s in the world.
  • On behalf of the Department of Civil Aviation Authority, to manage the Aviation Club complex and affiliated facilities, established to provide the best in sports and entertainment.
  • To promote Dubai as the sports, leisure and business capital of the Middle East, through its various operations and promotional activities (Dubai Duty Free website, 2009).


Prime Focus
While the successful running of the shopfloor operation is a foremost objective for Dubai Duty Free, the operation is highly committed to promoting Dubai through a series of high level sporting events such as the Barclays Dubai Tennis Championships. Attracting 10 out of the top 10 women and 7 of the top 10 men’s players in the world will be in action from 15 – 28 February. This event complements the operation's annual sports calendar that includes horse racing both at home and overseas.



Shopping at DDF
Dubai Duty Free offers an extensive range of quality products, From leather goods and clothing to gold and perfumes and high-tech gadgetry, Dubai Duty Free has it all at highly competitive prices (Dubai Duty Free website, 2009).


  • Liquor and Tobacco
    The world's best-known spirits, wines and champagne, and top selling brands of cigarettes, cigar and tobacco. The newly opened Casa de Habano offers an unrivalled selection of Cuban cigars.
  • Gold and Jewellery
    A huge gold selection, set with precious gems and pearls.
  • Watches
    From colourful swatches to top-of-the-range Rolex, the watch island houses a comprehensive stock of timepieces.
  • Perfumery
    Fragrances and bath lines from exclusive perfume houses for both men and women.
  • Ladies Fashion
    A selection of shoes, lingerie, fashion wear and designer clothes.
  • Sunglasses
    A fine range of sunglasses to suit all budgets, tastes and fashions.
  • Men's Fashion
    Suits, jackets, shirts and footwear from the top designer labels.
  • Sports Wear
    An impressive range of sports equipment and the latest sports fashions top manufacturers and designers
  • Food Plus
    Delicatessen, fine foods, confectionary, household items, baby care, budget cosmetics, pharmaceuticals, health food and linen, to name just a few.
  • Electricals
    Everything from cameras and binoculars to latest DVD technology and phones.
  • Gifts
    Souvenir shopping can wait until the airport with a massive selection of authentic Arabic apparel available.
  • Tapes, CD's, DVDs
    The latest movies and musical releases available along with an extensive back catalogue.
  • Crystal
    Waterford, Swarovski, Wedgwood, Royal Doulton and Christofle are just some of names available.
  • Leather Goods
    Stylish handbags, suitcases, suit carriers, plus wallets, key minders and purses.
  • Toys
    A wonderful range of fluffy soft toys, as well as games, remote control items, dolls, construction kits and hobby sets.
  • Bookshop
    Fiction and non-fiction for all ages along with the latest magazines and newspapers in a variety of languages.

Innovative Promotions: Global Approach
By supporting so many events at the highest level and all around the globe, Dubai Duty Free is effectively promoting Dubai’s sporting, leisure and business facilities, which are second to none.


  • On 28th March, Dubai Duty Free will return to Nad Al Sheba for the US$5 million Group 1 Dubai Duty Free, the penultimate race on World Cup night which was won in 2008 by Jay Peg, trained by winning trainer Herman Brown and ridden by champion jockey Anton Marcus.
  • Looking ahead to the rest of the sporting year, Dubai Duty Free will return once again in Newbury, UK in April 17 and 18 for the Dubai Duty Free Stakes and in September 18 and 19 for the Dubai International Raceday respectively.


  • Still in the UK, Dubai Duty Free will return to Ascot in 8th August to sponsor the 2009 Shergar Cup. This unique event is, for once, not so much about the horses as the world’s top jockeys compete against each other for a share of the spoils. In 2008, the European Team beat the Rest of the World on this increasing popular fixture.
  • Dubai Duty Free will also return to Ireland in June for the 2nd Dubai Irish Derby at the Curragh on 28th June with the day once again promising to be a memorable one.

Awards
To date, Dubai Duty Free has received more than 150 awards from industry, media and government bodies; a witness to its immense success.

  • · A five time winner of the much-coveted Frontier Award for ‘Airport Retailer of the Year’, the last of which was presented in Cannes in October 2007,
  • Global Traveller Award for 'Best Duty Free Shops' won in 2008 and 2009
  • Business Traveller UK and the Business Traveller Middle East award for 'Best Duty Free Shopping',
  • Raven Fox Award for 'Middle East Travel Retailer of the Year'

DDF & CSR
Dubai Duty Free recognizes and is committed to reducing the Environmental impacts and health and safety risks associated with the storage and retailing of goods. It is the Company’s policy to operate an Integrated Management System in accordance with ISO 14001: 2004 and OHSAS 18001: 2007. The overall objective of our HSE policy is the provision of a safe and environmentally friendly operation for our employees, customers and neighbours (Dubai Duty Free website, 2009).

The Company is committed to the concept of continual improvement and uses the Integrated Management System as an improvement tool. Environmental and safety issues are viewed as core business values.


Working successfully towards their objectives

  • Ensuring that risks are identified and controlled so that employees and others can be protected from danger.
  • Ensuring that Environmental Impacts are minimized and controlled.
  • Ensuring compliance with all relevant UAE Health, Safety and environmental legislation is achieved as a minimum.
  • Ensuring that products and services provided meet and even exceed the expectations of customers.

DDF Highlights 2008


  • On its 25th Anniversary on 20 December 2008, Dubai Duty Free celebrated a remarkable quarter century that has seen its business grow from Dhs70 million (US$20 million) in 1984 to Dhs3.9 billion (US$1.1 billion) in 2008.
  • The milestone anniversary was celebrated in a number of ways, including the publication of the book ‘Fly Buy Dubai’ which provides a fascinating insight into the origins of the duty free industry. On the anniversary day, the operations achieved over Dhs70 million (US$20 million) in sales during the 24-hour period, which equals the annual sales of its first full year of business.
  • Dubai Duty Free announced annual sales of Dhs3.95 billion (US$1.1 billion) in 2008, representing a 23 per cent increase on the previous year.
  • December itself was a record month with sales reaching a new monthly high of Dhs403 million (US$111 million), while on 17th December, the milestone figure of US$1 billion (Dhs3.6 billion) was crossed.
  • The year saw the operation doubling its retail space from 7,000 square metres to 15,000 square metres with the inauguration of the new Emirates Terminal 3 in October 2008. The opening of Dubai Duty Free’s Head Office and Distribution Centre and the increase in the operation’s staffing levels to 3,700 were also major milestones for Dubai Duty Free in 2008. (Dubai Duty Free website, 2009).