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DSS: Get set for the summer fun

The happy mascot of Dubai’s summer celebrations, Modhesh, is back. He turns 15 this year.

The Dubai Events and Promotions Establishment (DEPE), under the banner of the Department of Economic Development of Dubai, announced this year’s action packed line-up to the Dubai Summer Surprises, which will run from June 14 to July 14.

More than 100 shows and activities have been planned for the 31 days. DSS will be followed by Eid in Dubai and celebrations for the holy month of Ramadan. Laila Suhail, CEO of DEPE said: “Last year, the Emirate played host to four million visitors and raked in visitor spending of nearly Dh90 billion, compared to the Dh850 million in the first edition of the DSS.”

Meanwhile, Ibrahim Saleh, Festival’s Coordinator General and Deputy CEO of DEPE said the total budget for the festivities, including the Dubai Shopping Festival, is Dh200 million.

Suhail said: “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 events taking place in the city all year round. This is a great source of reference for anyone wanting to make the most of their time in Dubai.”

A packed agenda

Saleh stressed on the boost the summer event continues to provide to the Dubai economy during what was traditionally a lean tourist period.

Saleh said: “DSS 2012 will feature various signature events that present a diversity of choice. 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. Kids can look forward to eight highly popular international stage cartoon shows such as The Smurfs, Barbie, Hello Kitty, Sponge Bob, Charlie and Lola, Ice Age, and Teletubbies.”

Saleh informed that one of the most popular DSS attractions, Modhesh World, will move to a new home this year at the Dubai World Trade Centre (DWTC), placing this exciting edutainment attraction in the very heart of the city.

The deputy CEO specified that festivities, as part of Eid in Dubai would be on a low key during the holy month. “We have twisted the calendar of events slightly to suit the sensibilities of the holy month. There will be no concerts during Ramadan and all events will take place after Iftar. The signature events will take place in shopping malls and Modhesh World at the DWTC. Activities will continue as scheduled after Eid.” Officials also added that they are expecting a 10 per cent hike in visitor and resident spending. DSS will also feature sales and discounts across a range of brands in malls all across the city as well as a re-launched spa offers programme under a brand new identity called ‘Dubai Spas’.

The annual regional destination-marketing internship programme — the DSS Apprenticeship Programme — will bring student talent from across the Middle East, North Africa and Levant to Dubai for an intensive two-week marketing internship. - dhanusha@khaleejtimes.com

The line-up

Opening ceremony, June 14: Modhesh World (DWTC)

Dubai Summer Surprises grand draws — five Patrol cars and Dh750,000

Mind’s pleasure, June 15 to July 13: Dubai World Trade Centre

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 modern day life offering ways and solutions to overcome and solve these issues in a fun and interactive way.

Puppet Festival, July 6 to 14: Mirdif City Centre

The festival will present state-of-the-art puppetry, marionettes, shadows, rod puppets, and masks from around the world

Min Biladi Al Emarat , June 14 to 23: The Dubai Mall

Min Biladi Al Emarat will take place at the Dubai Mall, showcasing the various traditional lifestyle aspects of the UAE; this event will showcase an array of competitions and demonstrations, including traditional Arabian tents, huts and traditional shows.

Sheila and Abaya Fashion Show, July 11 to 14: The Dubai Mall

The Fashion Catwalk at The Dubai Mall will host three fashions shows per day. The first show will be dedicated to retailers, the second to aspiring designers, and the third to established designers.

CATS, Broadway’s most popular show will have its presence this summer at DUCTAC, Mall of Emirates from July 10 to 14.

For music lovers, ‘Evanescence’ will perform at DWTC on June 22.