InFocus | Dubai Shopping Festival
DSF offers refreshed festivities for 2009
Dubai Shopping Festival (DSF), the biggest shopping, entertainment and tourism promotion event in the Gulf, started with humble beginnings 13 years ago.
- By Nadia Saleem, Staff Reporter
- Published: 23:29 January 22, 2009
- Discounts galore are offered to entice visitors at the Mall of the Emirates in Dubai during this year's DSF.
- Image Credit: Hadrian Hernande/Gulf News
Dubai: Dubai Shopping Festival (DSF), the biggest shopping, entertainment and tourism promotion event in the Gulf, started with humble beginnings 13 years ago. The few malls that were in Dubai at the time such as the City Centre, BurJuman and Al Ghurair, would slightly change their promotions in support of the event.
It was mostly a chance to visit the few pavilions at Global Village that had unique products, food and rides. Since 1996, the venue has been relocated four times, an expansion resulting at each change and finally covering a staggering amount of space.
The latest episode of the shopping extravaganza that started last week, will continue until February 15, 2009.
Laila Suhail, the chief executive of DSF Office for the past several years has spearheaded the festive efforts to promote Dubai as a tourist and retail destination, which now ranks among the top holiday destinations.
The annual event has enjoyed company support over the years, as more events of the Dubai Summer Surprises (DSS), and Eid in Dubai were included in the programme. The events are now spread out over the 12 months, bringing a constant festive environment to the city.
She was awarded the Government Excellence Award by His Highness Shaikh Mohammad Bin Rashid Al Maktoum, Vice-President and Prime Minister of the UAE and Ruler of Dubai, for gathering high sponsorship during DSF 2001. She is also accredited with obtaining the highest targeted sponsorship revenues in 2005 and catapulting the DSF/DSS brands to a higher level.
In an exclusive interview with Gulf News, Suhail talks about the old and the new of DSF, the region's largest festival.
Gulf News: What are your expectations for this year's DSF?
Laila Suhail: This year's DSF came during a challenging time with the financial crisis, and the conflict in Gaza. November and December last year were not that good for the retail industry. DSF is coming in a season where everyone is looking forward and we are trying to maximize its impact for the retail sector.
The opening ceremony for the festival has been cancelled in support of Palestine. However, all promotions will continue as usual. There are 150 events lined up, including shows and concerts. Most of the malls will also have their promotions. DSF 2009 will be about looking forward for most retailers.
How will DSF 2009 be different from the 2008 version?
We have included Jumeirah Beach Residence Walk in the festivities for the first time. Additionally, there will be events and activities on Jumeirah Beach Road, where we have invited restaurants to have outdoor decorations to enhance and support the feel of the festival. Aside from that, for the first [time], Al Seef Street will host a Raffles stage, where a daily Lexus Mega Raffle and Nissan Grand Raffle will take place, as well as the Mashreq Millionaire Raffle.
Most of the DSF signature events have been refreshed for this year, such as Dubai Fashion 2009, Creations - the fashion show, House of Talents, Dubai Carnivals.
Dubai Mall, which is a new edition to the city's destinations for shopping will be hosting one of our events during DSF 2009.
How many visitors are you expecting this year, and which markets are you targeting?
We are not expecting more visitors than last year, but we are trying our best to maintain at least the same number as last year. We are focusing on inbound tourism. Through our target market, we have focused on GCC countries, Iran and India. However, we will focus on local tourism, people coming from other emirates, and neighbouring GCC countries too.
What is its impact on retail and tourism and its importance especially during this time of uncertainty? How are you working to help this?
Especially for Dubai, tourism plays a major role in boosting the overall economy. The retail sector in Dubai is a very strong element as well. During DSF, companies are very active in promotions and that, by itself, helps to boost tourism.
Tourism will definitely play a very important role and we will make sure that 2009, when it comes to DSF, Dubai Summer Surprises and Eid In Dubai, which was launched last year. We will try to maximise inbound tourism during those periods in time.
The offers that we have during this shopping festival, in addition to the retail promotions, include discounted hotel rates of up to 60 per cent. Also, Emirates Airlines, a key sponsor will provide 15 per cent discount on ticket prices. All the sectors are working together on this. I believe that at such a time, it's a time to work together. We, as DSF, got the tourism sector on board to make this festival a success from a retail and tourism perspective and [to] boost the economy.
How are you coping with the economic slowdown? What difficulties are you facing from retailers?
People cut down on marketing and promotion budgets, and that is reflecting on us. Most of our revenues are from sponsorship. Yes, we have been affected. However, we still have a good number of sponsors. There are 23 key sponsors and 90 support sponsors on board this year. Those retailers or partners of DSF will be playing a very important role to add value to the event.
What is the budget for this year's DSF, compared to last year?
The budget for this year is Dh75 million which has been allocated for the DSF 2009. This covers marketing and event and overall project cost. Almost 50 per cent of that has been spent on the marketing and promotion of the festival. The budget for DSF is less than last year, because we have planned our budget for 2009 including a new event - Eid in Dubai. The budget has been reallocated to cover the expenses of the events we are planning.
Will activities on Al Riqqa Street and Muraqabat Street ever be brought back? Why were they cancelled or moved?
Al Riqqa is under-construction right now because of the Dubai Metro project. Once it is complete, we look forward to going back there. However, in the meantime, we are bringing new venues that have the same concept. Jumeirah Beach Residences, The Walk and Jumeirah Beach Road are the new inclusions this year. Once the metro is up and running, it will be great to have activities back on those streets.
Do you think consumer behaviour will be different considering the economic slowdown?
If the offers are good, shoppers will spend. We have not been affected that much by the recession. People are still shopping in the malls. That will hopefully be the atmosphere during the festival as well. The entire buzz is what encourages people to shop.
What is the significance of Global Village to the overall DSF?
Global Village has been one of the main attractions for DSF over the years. People have always associated it with DSF. The slogan of the event is "One world, one family, one festival" and Global Village really brings the whole world together in terms of the different pavilions. Global Village is considered as the biggest attraction of DSF.
Discounts galore are offered to entice visitors at the Mall of the Emirates in Dubai during this year's DSF.
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