DFC Director calls for Mid East retail industry mind shift

The call came from Phil McArthur, Director of Leasing & Marketing, Dubai Festival City, the city-within-a-city being built on the banks of Dubai Creek as he delivered the keynote address at this week's 11th annual Middle East Council of Shopping Centres (MECSC) Conference at Dubai's Jumeriah Beach Hotel.

McArthur, who was also recently appointed as the first Middle East based trustee to the International Council of Shopping Centres (ICSC), told the gathering of regional shopping centre managers and retailers that as the industry matures, managers and developers will have to continually raise the bar to stay on top.

"By the end of the decade, the amount of gross leasable area in the region is set to double to over 118 million square feet," said McArthur. "This is going to cause a sharp increase in competition and many developers and managers are going to have to be prepared or they will be left behind."

McArthur also praised the impressive rise of the region's retail industry and highlighted the change in development strategies needed to keep up with consumer evolution.

"The Middle East has caught the attention of the world's retail markets with its ambitious developments and innovative management techniques. The region is progressing at an incredible rate and has firmly cemented its reputation as a leader in the field," said McArthur.

"We are definitely moving along in the right direction. If we take the UAE for example, it is now the third most successful country in the world at shopping centre marketing."

McArthur's address came hard on the heels of the first phase opening of Dubai Festival City's highly anticipated 2.6 million square feet retail, entertainment and hospitality focal point, Festival Centre. Marked by the launch of the UAE's largest IKEA destination store in November, the Festival Centre is a unique fusion of different elements that is set to create a holistic family experience.

"Shopping centres need to deliver more than basic goods and services and must now create experiences. Developers in the region realise that shopping centres must have distinct points of difference to ensure their popularity and consequently, success," explained McArthur.

"Therefore, strong offerings in family entertainment, multiplex cinemas, large food and beverage components and theme parks are all being planned to keep consumers entertained."

Dubai Festival City will seamlessly blend all its elements into one customer-centric environment. Fronted by a Mediterranean-style marina, and boasting over 400 shops, 90 chic restaurants and cafes, on of the largest Family Entertainment Centres (FEC) in the UAE and a 12 screen multiplex, Festival Centre will be a 'complete' family destination.