InFocus | Dubai Summer Surprises
Bigger and better Dubai Summer Surprises
Over the years DSS has changed and grown to promote Dubai to visitors and tourists from around the world. In 2009 one hopes that the innovations and additions to the event will only continue to surprise Dubai and keep the footfall rising.
- Staff Report
- Published: 23:03 June 18, 2009
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Modhesh's popularity surprises mascot's designer
Modhesh's popularity surprises mascot's designer
From 600,000 visitors in 1998 to 2,100,000 in 2007, the footfall at the Dubai Summer Surprises (DSS) indicates its success more than anything else.
Read in-depth on DSS
The numbers are still growing, pointing to the unique experience that residents and tourists enjoy during the region's biggest summer extravaganza.
This year, with a budget of Dh70 million, DSS will run for 65 days, from June 11 to August 14, under the slogan "Surprising Dubai".
This year the region's largest summer and shopping entertainment event has the backing of leading local and regional business houses, some of which have partnered with the summer event since its inception in 1998.
Patrons include Coca Cola ME, Al Futtaim Group Dubai Festival City, Al Ghurair City, BurJuman, Emaar Malls Group, Dubai Duty Free, Wafi, Dubai Shopping Malls Group, Dubai World Trade Centre, Emarat, Emirates airline, MAF Shopping Malls and MasterCard Worldwide. In a volatile global economic climate, this is also an indication of the robust support the event receives from the private sector.
Combining shopping, winning and family entertainment, DSS has positioned Dubai as the perfect summer getaway. Every year this message is enhanced through innovative activities and unbeatable shopping promotions offered to visitors and residents.
Laila Suhail, Chief Executive Officer of DSF, says, "Dubai Summer Surprises is not just an event but an opportunity for visitors to have a unique experience in Dubai. The stature of DSS as the region's biggest summer event is indisputable and the visitor and spending figures clearly demonstrate the success of the event over the years.
"When DSS was launched in 1998, it came two years after the first edition of Dubai Shopping Festival that had become a benchmark for festivals in the region by then. The operational and logistical challenges faced during the initial years of DSF provided a learning experience when DSS was launched. Additionally, the summer extravaganza saw a high level of cooperation between government departments and the private sector entities that ensured smooth functioning of DSS editions since then."
Right from the beginning, DSS provided "big fun for little ones" with abundant entertainment possibilities. It witnessed a major shift in its strategy in 2007 when the focus of the event expanded to include various age groups.
The concept of ten weeks and ten surprises was introduced and it stretched the length of the event. In late 2007, His Highness Shaikh Mohammad Bin Rashid Al Maktoum, Vice President and Prime Minister of the UAE and Ruler of Dubai, issued a decree to formally establish the office of the Dubai Shopping Festival that would be solely responsible for organising two annual international events - Dubai Shopping Festival and Dubai Summer Surprises.
Suhail says, "DSS has undergone several changes that have reflected on its success in terms of visitor numbers and spending figures over the years. These changes have come naturally with the growth of Dubai and today it matches the stature of a vibrant and dynamic city. Different strategies have been implemented at various times as needed in terms of marketing, events, and reaching out to a wider audience.
"The DSF Office, organisers of Dubai Summer Surprises, is a government entity under the Department of Economic Development and is primarily focused on promoting Dubai as a leading global travel, commerce, and leisure destination all round the year," says Suhail.
"As an event, DSS creates a platform for the retail and hospitality sectors to provide value-for-money offers and thus promote Dubai as an unbeatable summer destination. The retail sector's success is a direct indication of Dubai being a shopper's paradise in all the senses where leading brands are available at extremely competitive prices."
Shopping malls located all over Dubai have played a significant role in all the editions of DSS since its launch.
The Dubai Shopping Malls Group, the official body representing the malls in Dubai, has contributed immensely to DSS by organising numerous innovative activities that have helped to transform the emirate of Dubai into a favourite destination for shopping in the region. The ten-week period of DSS is an opportunity for GCC visitors to enjoy and experience the charm of Dubai.
Although families in Dubai are keen to travel abroad for holidays, DSS has succeeded in bringing about a change in the itinerary of these families by transforming the emirate into a favourite destination for summer vacations in the Middle East.
The achievements of DSS during the past decade also need to be attributed to the continuous and unwavering support of the numerous sponsors.
The promotional offers organised by DSS sponsors play a major role in attracting shoppers by not only providing the best shopping opportunities but by also rewarding shoppers with incredible prizes.
Since its inception, DSS has provided many opportunities for business development in various sectors such as retail, tourism, travel, and hospitality. The success of DSS has been affirmed through the increase of visitors and the corresponding visitor expenditure over the years.
The first edition of DSS in 1998 saw a spend of Dh850 million. Since then, the number of visitors has increased dramatically, reflecting the regional and international popularity of DSS.
In 2007 DSS raked in a massive Dh3.21 billion in visitor expenditure, a 25 per cent increase compared to DSS 2006 and last year's figures indicate a 4.3 per cent increase, raking in Dh3.35 billion.
In 2008, the Modhesh Fun City attracted around 400,000 people. With about 30 zones, there was no dearth of entertainment for children or adults.
Apart from tie-ups with entertainment leaders such as Magic Planet and Toy Store, high-profile cartoon stage shows from Ben 10 and Powerpuff Girls were held at the venue.
The numerous zones made it possible for visitors to enjoy a wide sphere of sports, cultural, social, and heritage activities.
Last year shopping malls in Dubai also lined up incredible promotions for shoppers with international retail brands offering huge discounts on a wide range of products. The shopping experience was also enhanced with prize giveaways worth millions of dirhams.
Over the years DSS has changed and grown to promote Dubai to visitors and tourists from around the world. In 2009 one hopes that the innovations and additions to the event will only continue to surprise Dubai and keep the footfall rising.
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