UAE. The Dubai Events and Promotions Establishment (DEPE), an agency under the Department of Economic Development of Dubai (DED), unveiled this week the agenda for Dubai Summer Surprises 2012 which will run from June 14th to July 14th with its exciting marketing campaign slogan “Dubai Summer Fun and More”.
This year’s packed line-up includes more than 100 different shows and activities, huge prizes and winning opportunities, great discounts and shopping promotions over 31 days.
To indicate the summer fun that Dubai gas to offer, the press conference was held in (-3) degrees temperature and snowy ambience at Ski Dubai, Mall of the Emirates, marking the official announcement of the agenda of the 15th anniversary edition of the popular summer festival.
The press conference was attended by H.E. Laila Suhail, CEO of DEPE, Ibrahim Saleh, Festivals Coordinator General and Deputy CEO of DEPE, in addition to a large corps of local, regional, and international media.
Addressing the attendees, H.E. Suhail explained that the unique way which DEPE chose to announce DSS 2012 calendar of events comes as part of its firm commitment to promoting Dubai’s tourism landmarks and incredible infrastructure – unique within the region – and the role it has played in building Dubai’s reputation as a year-round international tourism destination, hailing at the same time DSS as a game changer in the regional festival industry.
“Dubai Summer Surprises, in its fifteenth edition, has become undoubtedly the largest summer event in the region. This annual event has helped change the concept of summer in Dubai, and put the emirate on the map as an international summer holiday destination.
The first edition of the DSS was launched in 1998, welcoming 600,000 visitors, while last year’s edition welcomed around four million visitors with a total visitor spend in 2011 of nearly nine billion dirhams, compared to 850 million dirhams in the first edition of DSS,” said Suhail.
She continued: “Over the years, Dubai Summer Surprises has built an outstanding reputation as a summer festival of not just regional, but international repute, making the city of Dubai synonymous with entertainment, shopping rewards and fun for the whole family.”
She added: “If you browse through the "Dubai Calendar”, a government initiative which was launched by DEPE over a year ago, you will find that the calendar gives visitors and residents a month-by-month line-up of the unique and entertaining events taking place in the city all year round and that it is a great source of reference for anyone wanting to make the most of their time in Dubai. We are determined to continue to develop the activities and events – not just during key festival periods but all through the year – to maintain our leadership in this area, and thus strengthen our efforts to support the retail and tourism sector through choosing to host exciting and unique events in Dubai.”
Suhail expressed her appreciation to key strategic partners and sponsors which includes Emirates Airlines, AW Rostamani, Al Futtaim Group, Emaar Malls Group, Emaar Properties, Majid Al Futtaim Properties, Al Ghurair City, Mercato, Paris Gallery, EPPCO and ENOC, Dubai World Trade Center, Dubai Duty Free in addition to Master card and Dubai Shopping Malls Group (DSMG), all of which, over the years, have played an important role in the success and continuing growth of DSS. She also extended a special thanks to the venue hosts Ski Dubai, and media in attendance.
A packed agenda
Ibrahim Saleh said this year’s line-up of activities, shopping rewards and family entertainment promised a summer spectacle sure to appeal to both residents and visitors alike. In addition, he stressed the important boost the summer event continues to provide to the Dubai economy during what was traditionally a lean tourist period, with DSS succeeding in pumping billions of tourist dirhams into the economy over the past few years.
Saleh said: “DSS 2012 will feature various signature events that present a great diversity of choice and reflect the international theme that DSS has acquired over the years from its efforts to tailor the events to suit different tastes. Malls across the city will play host to DSS signature events, such as World of Stories, Kids Fashion Week, Min Bladi Al Emarat, and the Sheila and Abaya Fashion Show, and kids can look forward to 8 highly popular international stage cartoon shows such as The Smurfs, Barbie, Hello Kitty, Sponge Bob, Charlie and Lola, Ice Age, and Teletubbies.
Saleh added that one of the most popular DSS attractions Modhesh World will move to a new home this year at DWTC, placing this exciting edutainment attraction in the very heart of the city. Kids can look forward to enjoying the various themed zones, events, and activities that Modhesh World offers in a convenient and child-friendly environment.
As always, the highly anticipated shopping rewards and raffles will once again be back this year. Shoppers can look forward to Nissan Patrol and Micra raffles, cash prizes, shopping vouchers and shopping mall raffles offering prizes worth AED 3 million in total.
In addition, DSS will feature huge sales and discounts across a range of brands in malls all across the city as well as a re-launched spa offers program under a brand new identity called “Dubai Spas”. Spa enthusiasts will be able to avail of unbeatable discounts at the cream of Dubai’s luxurious spas all through the festival period.
Other highlights of DSS include the much anticipated annual regional destination-marketing internship programme – the DSS Apprenticeship Programme – which will once again bring top student talent from across the Middle East, North Africa and Levant to Dubai for an intensive two-week marketing internship.
The highlights of the upcoming DSS 2012 agenda were well received by the attendees who were welcomed to the Ski Dubai venue by the DSS mascot Modhesh, wearing a scarf and posing for pictures with attendees. The attendees were also treated to a penguin show and roaming entertainers dressed as snowmen. The entire Ski Dubai snow park was decorated in the festival’s summery colours, acting as a harbinger of the fun and excitement due to follow in the coming weeks.
14th June – Modhesh World (DWTC)
Considered one of the largest indoor edutainment theme parks in the Middle East, Modhesh World will play the host of DSS 15th edition opening festivity. The popular destination, which will run for 73 days from 14th June to 25th August, will witness a day full of fun and surprises that will reflect the slogan “Dubai. Summer Fun and more” in the best way possible.
“Dubai…your favorite shopping destination”
Discounts and reductions during Dubai Summer Surprises
Dubai Events and Promotions Establishment began to receive applications for shopping centers who wish to participate in the summer promotional offers this DSS. It is expected that the number of participants for this summer to exceed 6000 who will offer discounts on various types of items and merchandise in some cases reaching up to 75%. DEPE will issue a special booklet for the promotions taking place this DSS in both Arabic and English and distribute it to visitors and residents of the emirate to be their guide while shopping in Dubai.
"Dubai ... your destination for winning"
Dubai Summer Surprises grand draws
5 Patrol cars and AED 750,000
Eager to increase the dose of thrill and excitement during the Dubai Summer Surprises, DEPE in collaboration with ENOC and EPCO a strategic partners for the festivals of 2012, will offer weekly draws at the end of each week this DSS, where everyone can participate by purchasing a raffle ticket (AED 200) at select ENOC and EPCO stations, ZOOM markets, Dubai Metro stations in addition to Dubai Mall, Deira City Centre, Mall of the Emirates, Al Ghurair Center and other sites to enter the weekly draw for the luxurious Nissan Patrol and 150,000 dirhams in cash.
AED 3 million
Shoppers who spend up to 200 dirhams will receive a voucher to participate in the DSS weekly draw, which includes 5 winners to AED 50,000 and 1 grand prize worth AED 500,000. Shopping centers participating in this campaign include: Al Arabi Center, Al Ghurair , Al Manal Plaza, Al Mulla Plaza, BurJuman Mall, Deira City Centre, Ibn Battuta Mall, Lamcy Plaza, Mirdiff City Centre, Oasis Center, Al Reef Mall, Mall of the Emirates, The Outlet Mall and Humor Ein Mall, Palm Strip, Sun Set Mall and The Twin Towers Mall.
The 15th edition of DSS
In celebration of the fifteenth edition of the Dubai Summer Surprises, DEPE has prepared many surprises to welcome the festive season this summer, decorations and lights will fill the city in a unique form this year.
DEPE will also distribute gifts to passengers arriving at Dubai International Airport who will be visiting Dubai during DSS. Also employees who will be working long hours and will not have the chance to witness the festive season, DEPE has arranged a special programme for them where the festivities will be visiting their offices at work.
15 June – 13 July
Dubai World Trade Centre
This highly popular cultural programme is back to add an intellectual flavor to DSS. Consisting of a series of interactive Arabic and English lectures and workshops preformed by some of the most famous speakers in the region. The programme focuses on the main challenges of our modern day life offering ways and solutions to overcome and solve these issues in a fun and interactive way.
The Puppet Festival
6 – 14 July : Mirdif City Centre
Enter the conceptually dazzling and creatively daring world of puppet and marionette theatre with the highly acclaimed International Puppet Festival. The festival will present state-of-the-art puppetry, marionettes, shadows, rod puppets, and masks from around the world. In addition to the traditional puppet theatre, the festival will include stage shows, parades, workshops, and children’s acts, in addition to marionette, visual and shadow theatres.
Min Biladi Al Emarat
14 – 23 June – The Dubai Mall
One of Dubai Summer Surprises’ signature events for this year, Min Biladi Al Emarat will take place at the Dubai Mall from the 14th to the 23rd of June. Showcasing the various traditional lifestyle aspects of the UAE, this event will comprise an array of competitions and demonstrations, including traditional Arabian tents, huts and traditional shows.
World of Stories
14 – 23 June : Mercato
This summer, imagination will turn into reality, if only for a limited time, at Mercato Mall! One of Dubai Summer Surprises most successful in-mall events, World of Stories was first launched in 2006. Six years later, the event has evolved into an entertaining array of customized shows, workshops and meets and greets.
Kids Fashion Week
11 – 14 July : Deirah City Centre
Dubai’s trendiest fashion show is just around the corner! Kids Fashion Week will present this season’s most sought after children’s wear. Watch fashionable young models walk the ramp and make a style statement at Deira City Centre. A series of training workshops for all participating kids will be held from 5-14 of July to complement the event.
Sheila and Abaya Fashion Show
11 – 14 July : The Dubai Mall
Catch the latest trends in Sheilas and Abayas this DSS!
The Fashion Catwalk at The Dubai Mall will be hosting the Sheila and Abaya Fashion Show. This unique DSS signature event will present three different fashions shows per day. The first show will be dedicated to retailers, the second to aspiring designers, and the third to established designers.
Smurfs : “A Very Smurfy Festival”
14 – 24 June : Mirdif City Centre
A treat for all ages, “A Very Smurfy Festival” will delight children and adults alike.
Watch the Smurfs village come to life as Papa Smurf attempts to rally his fellow Smurfs in an effort to organize the Blue Moon Festival! Fans can enjoy singing along with everyone’s favorite blue people at Mirdif City Centre where daily performances will be held.
Ice Age “ADVENTURECAMP”
24 – 28 June : Mall of the Emirates
This summer, Manny, Sid, Diego and Scrat will be trading their ice slopes for Dubai’s desert dunes! The stars of the popular Ice Age movies will be performing daily at Mall of the Emirates. A unique interactive live show, Adveturecamp, plays along with the audience’s reactions, incorporating them into the storyline.
Barbie : “I can be a fashion designer”
21 June – 1 July : Al Ghurair Centre
AL Ghurair Centre invites all budding fashionistas to strut their stuff on Barbie’s very own runway! Participants will assist Ken and Teresa (Barbie’s best friend) in styling, makeup, hair and accessories as Barbie prepares for her big fashion debut. With a little help from the audience, Barbie might just succeed in conquering the tough world of fashion!
Dubai Marina Mall
A favorite among children of all nationalities, Sponge Bob and his friends will entertain visitors of Dubai marina Mall with 3 shows every day that will captivate kids and parents alike.
City of Friends
28 June – 8 July : The Dubai Mall
Welcome to the City of Friends… You’re always safe with us! City of Friends is a lively pre-school series where people and animals live together in a harmonious community. The series centers around three emergency service teams and their day-to-day adventures. Through exciting storytelling preschoolers will learn positive values and lessons including the importance of friendship and cooperation.
Hello Kitty : “KarakokeKitty”
4 – 14 July : Dubai Festival City
Lights! Cameras! Action!
Welcome to KTV: Hello Kitty's very own live karaoke TV show. The cameras roll as the KTV floor manager (our live host) bursts on stage to get the studio set and the studio audience warmed up for the show. Join Hello Kitty and her friends as they take the Karaoke world by storm at Dubai Festival City.
Charlie and Lola
4 – 14 July : Mercato
Charlie and Lola is a fun filled and imaginative animated series for young children. It focuses on the relationship between siblings, Charlie and Lola, and tells the story of how they handle the little issues that they, as young children, encounter every day.
June 16 to 26: Modhesh World
One of the cartoon shows offered by DSS this year, the well known children’s series will be coming to town, where children will enjoy dancing and singing with the famous characters which enjoy an international reputation worldwide.
DSS Spa Promotions
Visitors to and residents of the Emirate of Dubai will be able to rejuvenate and relax while enjoying a range of treatments offered by some of the most luxurious health resorts in the world. DEPE in coordination with around 15 luxury spa’s in Dubai will offer various spa treatment programs. Spa visitors this DSS will also get a chance to win prizes and valuable gifts offered by DEPE.
DSS Apprenticeship Programme
The Apprenticeship Programme in its 7th year allows students from 12 Arab countries including Morocco which will be participating for the first year, the chance to gain professional experience through working and training under the supervision of one of the best tourism establishments in the world.
Other great events
Dubai will witness more great events running through DSS 2012, which includes “Dubai Sports World” at DWTC running from 8 June to 31 July. “CATS”, Broadway’s most popular show in history will have its presence this summer at DUCTAC, Mall of Emirates from 10-14 July. For music lovers, ‘Evanescence’ will perform a great concert at DWTC on 22 June.
For full details and more events in Dubai public are encouraged to visit www.dubaicalendar.com and see what Dubai has to offer in terms of events and attractions.