The six month success story
Al Ghurair Centre in
Deira is Dubai’s original shopping mall. Having undergone a huge
expansion in the latter part of 2013, it has regenerated the urban hub
of the city. Supporting and promoting art, music and culture, the last
six months have seen a new business model fill the streets around the Al
Ghurair Centre as a means to increase footfall and attract a new type
of retailer to the renovated, multi-use centre.
Devising and hosting
large-scale events that involve the community; such as The Battle of The
Bands music competition, Street Con Urban Art Fest and Dub Fest
International Street Theatre and Comedy Fair, it has attracted support
from the local area and broadened the mall’s appeal to a wider audience
further afield, bringing customers back to Deira.
Dub Fest, which saw
over 300 shows with more than 30 international artists from 20th to
29th March 2014, generated a visitor footfall of over 500,000. The event
itself increased footfall by 50% in comparison to the same period last
year. The final weekend of the Al Ghurair Centre’s Dub Fest saw the
highest visitor footfall since the mall’s expansion in October 2013.
Vice President of the
Al Ghurair Centre, David Thurling says; “The success of Al Ghurair
Centre's inaugural Dub Fest has been beyond expectations. The community
fully embraced the 10 day event turning out in huge numbers, more than
300,000, to witness over 300 performances. 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”.
Thurling adds, “Dub
Fest, along with our other signature events Street Con Urban Art
Festival and The Battle of the Bands continue to reinforce Al Ghurair
Centre's innovative approach to mall marketing.
Our strategy is to
develop unique branded events that differentiate us from the typical and
predictive marketing carried out by many malls. We are also determined
to turn our mall and surrounding streets into a true urban tourist
destination for Dubai”.
With more interactive
events planned throughout the year, Al Ghurair Centre is firmly
re-establishing itself as a credible contender in the retail arena
whilst giving something back to the community via free, family-friendly,
and culturally derived events.
