Family entertainment zones have everything to play for

We have seen temperatures soaring and a constant reminder can be seen on the dashboard. One is more likely to find a parking slot at Zabeel Park but have to be really lucky to spot one in the malls these days.

More like the migratory birds, the temperatures have definitely driven people indoors and they are all set to explore a wide variety of entertainment concepts at the malls — right from 9D cinemas to roller-coaster rides.

The global theme park operators have also kept a close watch on this space for the last two years and many have taken the plunge. And there more operators who are slated to come in to the fray in the next couple of years.

UAE residents and tourists are always in search for alternative ways to enjoy their summer indoors, especially during the July to October time period. The city is home to some of the classiest malls in the world and this is one of the best periods for mall owners, residents and tourists alike.

Mall owners want regular business and don’t want a dip in their sales cycle, and on the other hand residents and tourists want an ideal destination to unwind and spend their entertainment dollars during these months.

Dubai is at the forefront of the indoor entertainment industry in the Middle East and the number of people visiting theme parks in the country is also set to grow phenomenally in the next five years. Malls in Dubai have some of the finest entertainment zones embedded into their overall fabric. Kidzania and Sega Republic in Dubai Mall, Ski Dubai in Mall of the Emirates and Fun City play zones in several malls provide the visitors with a variety of indoor sporting adventures. Dubai will continue to lead this space.

There are some fundamental reasons for this growth. The infrastructural development push by the government, Expo 2020, growth of associated industries, a constantly growing tourism and retail sectors, being the MICE capital of the region are other contributing factors.

Proposition for global amusement operators

Industry leaders from across the globe are entering and investing in our sector because they are aware of Dubai’s huge potential. We could sense it first hand as we received a very positive feedback during this year’s DEAL; a 25 per cent increase in signed contracts compared to last year’s reflects the rapid growth.

Family entertainment centres are not just ‘architectural provisions’ to an existing infrastructure but they also serve as key magnets to the retail sector. FECs in Dubai have come a long way from the early 2000s and they include zones that range from 10,000 square feet indoor play areas to a large indoor facility that encompasses clusters targeting families with children, teenagers and also adults.

Dubai is set to knock several global cities from their current positions in the entertainment industry. This is due to the scale of projects envisioned.

These operators are looking at both the indoor and the outdoor space. Indoor theme park operators will have a faster turnaround time as compared to the outdoor due to the sheer scale of the projects and related investments.

In addition to new indoor destinations, operators are also looking at existing entertainment zones and looking to do a complete makeover. There is a huge business potential in this business model as well.

The recent report by PwC on the theme park industry further corroborates my thought. It states the UAE’s amusement and entertainment market could gather in about 45 million visitors by 2021. This would definitely be of interest to global operators who would like to capitalise.

The writer is Chairman of International Expo Consults, the organiser of DEAL Middle East Show.