Al Ghurair Centre boss pans marketing of Dubai malls

  • Share via facebook
  • Tweet this
  • Bookmark and Share

The vice-president of Al Ghurair Centre in Deira has panned the “typical and predictive marketing” of many malls in Dubai as he hailed the success of its own new strategy focusing on large-scale street events to increase footfall at the centre.

Faced with fierce competition from Dubai’s mega malls such as Dubai Mall and Mall of the Emirates, the centre, which underwent a big expansion in the second half of 2013, has turned to filling the streets around the Al Ghurair Centre to increase footfall within the mall and “attract a new type of retailer to the renovated, multi-use centre”.

It said it had hosted large-scale events such as The Battle of The Bands music competition, Street Con Urban Art Fest and Dub Fest International Street Theatre and Comedy Fair.

Dub Fest, which saw over 300 shows with more than 30 international artists from March 20 to 29, generated a visitor footfall of over 500,000 for the mall and increased footfall by 50 percent compared to the same period last year – the highest also since its expansion in October 2013.

“Our strategy is to develop unique branded events that differentiate us from the typical and predictive marketing carried out by many malls,” Al Ghurair Centre vice-president David Thurling said.

“We are also determined to turn our mall and surrounding streets into a true urban tourist destination for Dubai.”

Thurling said the success of Al Ghurair Centre’s inaugural Dub Fest had been beyond expectations.

“The community fully embraced the 10 day event turning out in huge numbers, more than 500,000, to witness over 300 performances,” he said. “We look forward to making future Dub Fest’s even bigger and believe it has the potential to become a landmark event on the Dubai events calendar”.

Related:
Join the Discussion

Disclaimer:The view expressed here by our readers are not necessarily shared by Arabian Business, its employees, sponsors or its advertisers.

Please post responsibly. Commenter Rules

Posted by: Clare Baker

Is this not similar to what you did with Cirque Du Soleil at Ibn Battuta ? Whereby the focus for footfall for the retailer is Zero and the Mall now becomes an Entertainment Unit only for that short period of time. I guess its easy to criticize well established Malls like Mall of The Emirates, Deira City Center and Dubai Mall who have held their grounding the trick is to aspire to their success and try and achieve it. Footfall is one thing actual gaining and maintaining shoppers is another.

Enter the words above: Enter the numbers you hear:

All comments are subject to approval before appearing

Further reading

Features & Analysis
Mall talk

Mall talk

Plans for Dubai’s Mall of the World have made headlines all over...

1
Dubai's nightlife bubble: When is it going to burst?

Dubai's nightlife bubble: When is it going to burst?

A new breed of clubs and bars is sprouting in the city, but which...

12
Chocolate: worth its weight in gold?

Chocolate: worth its weight in gold?

Middle Eastern consumers with a sweet tooth are buying up ever...

Most Discussed