Five weeks of DSS 2007 indicate early success

Even as huge numbers of tourists and residents are flocking malls and Modhesh Fun City for the ultimate summer shopping and entertainment experience.

Participating outlets in DSS 2007 registered sales revenues of AED 271 million in the first five weeks of the event, while Modhesh Fun City, the largest indoor entertainment venue in the region, welcomed more than 200,000 visitors during the same period, translating to 40,000 visitors every week.

The favourable figures are being considered as a direct result of the new strategy that was announced by HH Sheikh Ahmed bin Saeed Al Maktoum, President of the Department of Civil Aviation; Chairman and Chief Executive, Emirates Airline and Group; and Chairman of DSF & DSS Supreme Committee, and implemented with the beginning of DSS 2007.

While the focus has been on family entertainment, the DSS Office has taken initiatives to emphasize on shopping opportunities available for visitors to Dubai this summer. To achieve a perfect balance between entertainment and shopping, events for DSS 2007 were designed and organised to cater to all visitors, irrespective of age. According to sources, age categorisation of visitor numbers obtained till date show that there has been a significant increase in the number of adult visitors to entertainment events and venues. The DSS Office, that is organising all DSS events this year, is expecting even bigger figures by the end of DSS 2007.

'New strategy has achieved its purpose': Saeed Al Nabouda, CEO, DSS

'After five weeks, we can safely say that the new strategy has achieved its initial purpose. With a big part of that success being allied with the launch of the Ten Surprises for a whole ten weeks,' began Al Nabouda.

'DSS 2007 is a whole new experience for the DSS Office as this is the first time that we are fully involved and completely responsible for the events from start to finish. The DSS Supreme Committee is monitoring all activities and events on a daily basis and the DSS Office analyses the feedback it gets from field studies and research and acts upon the information without delay. A perfect example of this is the recent announcement of price reduction of games at Modhesh Fun City according to the directive of HH Sheikh Ahmed bin Saeed Al Maktoum,' he added.

Nabouda also stressed that DSS 2007 is the beginning of a new era for the festival and that the achievements of the current edition is just the 'tip of the iceberg' of what to anticipate in the future editions.

Al Naboudah concluded by saying that these achievements would contribute significantly in transforming Dubai to one of the leading tourist destinations in the world where visitors could come during anytime of the year.

'DSS 2007 will be a milestone in the festival industry in the region': Laila Suhail, DSS Executive Project Director

Laila Suhail said, 'We are overwhelmed by the initial figures we have obtained, but, we are also very attentive to the fact that minor glitches are possible, especially with an event of such magnitude where we organise 200 events. Nevertheless, we also have 400 employees and volunteers and we act fast and firm to resolve any such situations.'

She indicated that the fast paced advancements that the city of Dubai is witnessing in all fields have in turn spurred and motivated the DSS Office to double its efforts so that it elevates the quality of events to go parallel with these advancements, in addition the DSS office strives to diversify its events to cater to all nationalities and age-groups that from the multi-cultural community of Dubai.

She concluded, 'The coming weeks have plenty to offer. We are confident that the initial figures will continue its rising trend and that DSS 2007 will constitute a milestone in the festival industry in the region.'

'1,360,000 raffle coupons handed out in five weeks': Ibrahim Saleh, COO, DSS

'It's obvious that DSS 2007 has had its positive impact on several economic sectors in the city. The massive upward trend the retail sector is witnessing is largely due to two factors - highly successful entertainment events in shopping malls, attracting shoppers and visitors, and the 'Shop and Win Millions' promotion, the largest raffle promotion in DSS since its inception that has witnessed a sale of 1,360,000 coupons in just five weeks this year,' said Ibrahim. He also stated that the coming weeks would witness new records being set, especially with new events being organised in shopping malls.

'Modhesh Fun City is now bigger, better, and affordable for all': Yousif Mubarak, DSS Events, Operations, and Services Director

During DSS 2007, Yousif Mubarak has moved his office to Modhesh Fun City to oversee operations at the largest indoor entertainment venue in the region that hosts a major part of DSS activities every year. 'The changes that we've made to Modhesh Fun City has paid its dividends as we are welcoming more than 40,000 visitors a week. Modhesh Fun City is now bigger, better, and affordable to all, especially after the announcement of price reductions.'

'Modhesh Fun City is not about making profit, rather, it's about family entertainment for all. The coming five weeks will hold more events for all visitors as we will continue to organise birthday parties every Monday and stage carnivals every Tuesday.'

Mubarak concluded by saying that although he in Modhesh Fun City most of the time, he monitors every event in all venues through daily reports that are delivered by supervising teams.