Dubai Mall launches festival to boost sales

FESTIVAL TIME: The Dubai mall has launched a festival to boost sales. (Getty Images)

The Dubai Mall on Monday announced a 30 day festival that it hopes will boost sales by up to 25 percent, but declined to give any figures for current sales or footfall.

The 30 day Festival@The Dubai Mall event will offer deep discounts, raffle draws and entertainment starting April 30, in a bid to boost revenue by 20 to 25 percent, Emaar Properties managing director Ahmad Al Matrooshi said.

Retailers at Emaar Malls Group’s flagship development have complained about sluggish sales in the giant mall, where only half of the 1,200 stores were open at the November 4 launch.

“It takes a little time for people to get used to a mall like this,” Al Matrooshi told Arabian Business on the sidelines of a press conference.

“We believe in activities. If you don’t make activities, people will not come.”

Around 900 stores are now open and the remaining 300, including an entertainment section, will open over the next two quarters, Emaar Malls’ newly appointed CEO Nasser Rafi said.

US department store Bloomingdales is slated to open in the first quarter of 2010.

“I would say there is a healthy footfall in The Dubai Mall and it’s increasing every day,” Rafi said, without giving any numbers.

Asked about whether any retailers had chosen not to renew their leases in the mall, Rafi said he did not want to comment.

He also did not want to give any projections for how many people are expected to visit the mall this year.

“The numbers are increasing and for us it is too early to decide what is the right number,” he said.

“With Festival@The Dubai Mall, we are not only adding further stimulus to the retail sector of the emirate but also strengthening the tourism experience offered by Dubai.”

Emaar is promoting the event through a television advertising campaign in the GCC, Iran and India.

The festival’s entertainment offering will include a daily show at the 900 feet Dubai Fountain and 25 solo acts, including jugglers, musicians and magicians.

With an internal floor space of 5.9 million square feet and a gross leasable area of 3.77 million square feet, The Dubai Mall is the largest shopping centre in the Middle East.

Emaar Malls Group operates two other malls in Dubai; Souk Al Bahar on The Old Town Island and the Dubai Marina Mall.

Internationally, the group is actively planning or developing shopping centres in Egypt, Syria, Morocco, Turkey, Jordan and Saudi Arabia.

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READERS' COMMENTS

tourism
Posted by joji, dubai, uae on Monday 1 June 2009 at 21:19 UAE time


the visa cost for visiting dubai is approximately 700 dhs including all costs and that too for just one month. the visa cost to go to australia is AED 260 which is valid for 3 months. the visa to malaysia is AED 30. the authorities have to understand that visiting dubai has become an expensive affair. i suggest reducing the visit visa fees to AED 100 which is reasonable and would boost tourism. i know of several people who would love to fly in but the cost of the visa has made them visit australia and countries in Europe. instead of making money on the visa charges, the authorities should look at increasing the footfall of visitors which would lead to greater income generation. talk about being penny wise and pound foolish. indians are now travelling a lot and are preferring europe, malaysia, singapore, australia and other places inspite of the interest generated in dubai.

FootFall
Posted by mr muscle, Dubai, UAE on Monday 1 June 2009 at 14:40 UAE time


...and that picture was taken during one of the peak shopping periods. No wonder the retailers are unhappy.....some of the highest rents inthe business with the lowest footfalls. How much of the deep discounts will the mall be funding I wonder, or do the retailers have to swallow that as well? Good bye Dubai....the dream is over.

Dubai Mall Shopping Festival
Posted by Veek on Monday 1 June 2009 at 10:59 UAE time


So, the 30 days of the festival are over (Apr 30 to May 30). I wonder what the upliftment in sales are. I took the opportunity to visit frequently, but like many of the visitors, did not purchase anything. I wonder if Dubai Mall's management will release the results? Of course they will, but will they be correct results or 'sugar coated' to look good?

Boosting sales
Posted by Bimbo on Monday 27 April 2009 at 19:04 UAE time


good luck with your festival.... I am afraid, with the current economy, your only hope is the aquarium fish can be seduced to do some elite shopping... after all it is the only section that seems to be making any money in this fancy mall...Perhaps the mall would turn into making profit if converted into a zoo...

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