Dubai Festival City - the Mid East's first Airport City

"Dubai Festival City can lay claim to being an airport city because of its proximity to Dubai International - just two kilometres away," said Judy Neil, Dubai Festival City's General Manager, Marketing, when addressing the recent Airport Cities conference in Dubai, United Arab Emirates.

Neil questioned the 21st century validity of the key 20th century value component - location, location, location - famously touted by Cornell hotelier Statler. "Is this maxim as true today as it was then?" she said.

Neil told delegates that Dubai Festival City, which spans 1,600 acres of prime Creek front real estate, hoped to exploit its closeness to Dubai International and thus its unique location.

"We are looking to become a gateway to the airport - a staging post perhaps, harnessing a mixture of residential, commercial, cultural, educational, entertainment, sports and social opportunities in a signature 'city-within-a-city'," explained Neil.

"The orientation of the leading international airport in the Middle East to Dubai Festival City is all-important. This mixed-use real estate development is within two kilometres of Dubai International Airport, but it runs parallel to the flight path.

"This close proximity makes Dubai Festival City a convenient location for visitors to the emirate, but it has to offer the right mix of elements to make the most of its location, and entice visitors to make it their first port of call in Dubai.

"To benefit from its proximity to the airport, Dubai Festival City will have to create points of difference for it to succeed."

Neil outlined how Dubai Festival City will rely on a mix of its own residents, other residents within Dubai, and visitors from other emirates and overseas to generate income for its restaurants, hotels, sporting facilities, retail outlets and entertainment centres. The challenge, she said, is to ensure Dubai Festival City is chosen over other emerging locations in the emirate.

"In essence we are taking the best of what the world has to offer and combining it in one central destination, just two kilometres from the airport," explained Neil.

"All-in-all we are creating a dynamic, vibrant community set in the heart of Dubai offering everything one could imagine in one place on a magnificent waterfront setting. But still, that's not enough.

"Location, though key, will not generate repeat business unless it is backed up by facilities and a level of service that meets, or indeed exceeds, expectations."

Possibilities of enhanced servicing, said Neil, could include an opportunity for Dubai Festival City to offer baggage-handling services connected to the airport.

"Imagine leaving the aircraft and travelling to Dubai Festival City with only hand-luggage," suggested Neil. "When you arrive at your hotel of choice, the baggage is there waiting for you. When you leave, the baggage is checked in at the hotel and you don't see it again until you reach your destination!"

This high level of quality service could, suggested Neil, extend to other areas.

"Why not offer baggage handling to residents living in any of the 21,000 homes planned for Dubai Festival City?" prompted Neil.

"Dubai Festival City realises one of the most important points of difference it can offer will be the level of service that accompanies its exceptional location and truly unique offerings. Perhaps Statler's maxim should now read 'Location, Offering, Service'."