Despite the pandemic and the exceptional circumstance
Dubai Summer Surprises: 7 weeks full of shows, entertainment and prizes
The success of the 23rd edition is an outstanding achievement by all measures.
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The 23rd edition of Dubai Summer Surprises (DSS) over a period of seven weeks between July 9 and August 29 last provided millions of dirhams in prizes, offers and discounts in cooperation with the most prominent brands.
This year, Dubai Summer Surprises saw more than 140 promotional offers with the participation of more than 900 international brands, more than 3,000 stores and 31 malls in Dubai.
More than 17,000 shoppers won prizes totaling AED 6.2 million, including 10 luxury cars as part of the Spend & Win offers at the most prominent destinations and shopping malls in Dubai.
Shoppers had the opportunity to enjoy offers and discounts at malls that adhere to the highest health and safety standards.
After decorating it with the Dubai Summer Surprises logo when it was launched on July 9, Burj Khalifa carried the same logo four times, and shoppers enjoyed 154 fireworks displays, as well as 270 entertainment activities and shows in various malls in Dubai.
This year's Dubai Summer Surprises saw a new Guinness World Record at Mall of the Emirates, as the covers of 8,600 Funko Pop toys were used to create the largest mosaic painting of the amazing character.
Shoppers also participated in more than 88,000 rides of the Yalla DSS online game via their smartphones, completing exciting challenges on a virtual map of Dubai, while more than 550 novice chefs hone their skills in the professional cooking series.
In this context, Ahmed Al Khaja, Executive Director of the Dubai Festivals and Retail Corporation, said: “Dubai Summer Surprises offers the best deals in every session, and allows residents and visitors to enjoy the summer vacation at the most prominent destinations, hotels and shopping centers in Dubai.
In view of the exceptional circumstances that we are going through this year as a result of the (Covid-19) pandemic, the success of the 23rd session is a remarkable achievement by all standards, as we have demonstrated Dubai's readiness to receive visitors and families from different parts of the region and the world, and to preserve their safety and health.
The strategic partners contributed to the great success of DSS, as each of them played a pivotal role in presenting a distinguished tournament with its promotions and entertainment events.
Frederick de Melker, General Manager Retail Banking at RAKBANK, commented: “Organized by the Dubai Festivals and Retail Establishment, this year's Dubai Summer Surprises came at the right time and culminated in a success that has dramatically improved the atmosphere for consumers by offering great deals. In stores, backed by bank cashback promotions. ”
Stephen Cleaver, Director of Shopping Centers at Al-Futtaim Real Estate Group, said: “We are delighted to participate in the 23rd edition of the Dubai Summer Surprises, as we have launched special discounts at the Festival's discount market.
We are pleased to see consumers ’appreciation for the value of our rewarding offers, and we are also pleased to witness shoppers’ confidence in our destinations as a safe and comfortable shopping environment. ”
For his part, Michel Ayat, CEO of Arabian Automobiles, said: “We express our pride in the strategic partnership that has linked us with the Dubai Summer Surprises since its inception, and our keenness to support its objectives.
The cooperation relationship with this most prominent promotional event in Dubai reflects our keenness to support the vision of the wise leadership to make Dubai the ideal destination for holidays, shopping and tourism.
Omar Khoury, CEO of Nakheel Malls, said: “Dubai Summer Surprises this year has achieved great success despite unprecedented circumstances.
Visitors also enjoyed our amazing array of one-of-a-kind events during the Dubai Summer Surprises, including numerous cash prizes, a three-night fireworks festival, and collaborations with LEGO and local art institutions.
With the end of Dubai Summer Surprises nearing, we look forward to the winter season, which will witness more new and wonderful experiences through our malls. ”
“Dubai Summer Surprises has built a landmark legacy for decades, as it has been an important activity for retailers with the huge increase in turnout it offers,” said Stuart Al Dair, Vice President of Malls Management at Meraas.
The current year’s round of Dubai Summer Surprises has achieved remarkable success in revitalizing the retail and entertainment sector, despite the current challenges.
“Our diverse destinations and family options provide our visitors with a wonderful, secure and unparalleled shopping experience,” Stuart added.
For example, we launched contactless delivery at City Walk, La Mer, The Beach and Boxpark, allowing customers to stay connected with their favorite brands in a safe and convenient way.
And with travel plans postponed this summer, we have also collaborated with (Dubai Canvas) and (Brand Dubai) to host the exhibition (Travel through Art) at City Walk, to give visitors an exceptional inspiring experience. ”
Nasreen Boustani, Director of Public Relations and Corporate Communications at Mercato and Town Center Jumeirah commented: “Dubai Summer Surprises reinforces Dubai's position as one of the best shopping destinations for families during the summer, and all family members can enjoy their time with a lot of activities and events in malls with the importance of enjoyment. With a safe shopping period, as the strict precautionary measures that we apply during the (Covid-19) pandemic.
“DSS plays a big role in attracting visitors during the summer season and stimulating the retail sector in all fields,” said Colm McLaughlin, Executive Vice Chairman and CEO of Dubai Duty Free.
“The big retail deals during the Dubai Summer Surprises (DSS) have attracted a huge response from residents and tourists alike.”
The happiest moments for Dubai residents
Fouad Mansour Sharaf, General Manager of Malls (UAE, Bahrain and Oman) at Majid Al Futtaim Real Estate, said that the Dubai Summer Surprises Festival “has gained great importance this year after the spread of the (Covid-19) pandemic.
This seasonal celebration achieved many successes, and played a role that goes beyond being just a festival of discounts and promotions for visitors to the shopping center, as it succeeded in bringing together the surrounding communities and forming a model of community solidarity and traditions for which our region is famous.
We are happy with the success of all the events and activities that we hosted. Our Dubai Summer Surprises program contributed to reviving summer holidays and putting smiles on our customers ’faces.
We thank our partners for their efforts and cooperation with us, to achieve the happiest moments on a large scale for Dubai's residents. ”
140 promotions with the participation of 900 international brands, 3,000 stores and 31 malls in Dubai.
154
A fireworks display and 270 entertainment activities and shows.
17
One thousand shoppers have won prizes totaling more than 6 million dirhams.
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