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The company, a subsidiary of the Majid Al Futtaim Group, expects also to launch a customer loyalty programme early next year to reward frequent visitors to its attractions.
The Dubai-based business aims to introduce several new leisure ideas and attractions to the region at its Mirdif City Centre, scheduled to open in March 2010.
“MAF’s fashion and Carrefour units have a presence in many countries across the region and MAF Leisure is now starting to develop the same expansion,” Craig Hart, Vice-President of Majid Al Futtaim Leisure, told Khaleej Times. “We have got developments coming up, entering other markets very aggressively in the next 12 months.”
The leisure unit has operations in four other countries in the region, including Oman and Egypt. “We are developing projects in Syria and Beirut. We are looking at Jordan very aggressively. Saudi Arabia is also a core market for us,” Hart said.
The company provides entertainment facilities inside Majid Al Futtaim-owned malls in the UAE. “MAF provides a vehicle for development to us. We are also looking to promote our leisure brands outside the malls and opened our first development outside the mall in Kuwait this year,” the executive said.
The company plans to make a “significant” investment in its future expansion, he added. “We are investing our expertise and desire to have a strong leisure offer. The company is adding values to shopping experience.”
The company plans to launch its loyalty programme early next year, offering free passes for frequent visitors and discounts in the UAE and elsewhere in the region. Under the programme, customers would get discounts and other benefits using a loyalty card.
“We notice repeat visits in Magic Planet and Ski Dubai,” Hart said. “That’s why the new programme is being planned for those people.”
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