The Dubai Summer Surprises (DSS 2006) scheduled from June 21 to September 1, returns with its slogan Big Fun for Little Ones promising fun for not just the youngsters but for the entire family
The Dubai summer has remained unchanged over the years, since may be time unknown. But then came the Dubai Summer Surprises and the sweltering heat and soaring temperatures took on a less demanding insistence that people escape to cooler climes, take the first flight out of the emirate. What has happened instead that people nowadays look forward to the hottest months of the year as the best part of the holiday season.
The summer months have now become a time for frolic and fun thanks to the exciting concept of Dubai Summer Surprises or DSS as the summer travel event is lovingly referred to. The heat is not an issue then. For it’s the time of the year when Modhesh, the endearing yellow DSS mascot comes to town and takes over the entire city, from shopping malls to the streets and roads, over the bridges …a sign that yes, the Dubai Summer Surprises was here, and is here to stay its course.
With every DSS, Dubai dons a whole new look. And it’s fun time yet again. Schools would be closed for two months, annual vacation for thousands of children. Yet, when there’s DSS, children would have their hands full, their minds occupied with loads of entertainment events, competitive events, and prizes galore. All of them together ensuring that everyone, the young, and the Not-so-Young, get into the spirit of the time and enjoy themselves to their heart’s content.
Then again, it is not the children alone that DSS aims at, and ropes in. Adults are equal participants. The slogan ‘Big Fun for Little Ones’ is not just for children alone. Adults – parents and yet to be parents are enthusiastic participants. DSS events are in fact for the entire family – Mamma, Papa, Baba and Baby. Modhesh discriminates against nobody. Dubai Summer Surprises is when family bonds get a new layer of unity.
All the DSS activities wouldn’t be possible without the seamless cooperation of the various Government Departments and the private sector as they join forces to offer a variety of entertainment and discounted packages to the visitors. Since its inception in 1998 the DSS has come a long way in showcasing the efforts of the organising departments who complement each other in putting across an unmatched success story. All this is done under the supervision of the DSS Office as the event is promoted in the GCC through organised road shows and locally through a blitz of media campaigns.
That brings us to Dubai Summer Surprises 2006. The annual summer event is scheduled to begin from June 21, 2006 and will last till September 1, 2006. And true to its slogan, this ninth DSS comes with “Big Fun for Little Ones” all set to unleash its merriment throughout the city, fun and frolic for not only the young but also for those who are not so young, anymore.
For age is all in the mind and DSS promises to bring out the child in everyone as it has always done. Apart from a string of events lined up for the two-and-a-half months of DSS, the biggest highlight of this grand summer event is the Modhesh Fun City. Now shifted to a bigger venue at the Dubai World Trade Centre, Modhesh Fun City is a place to celebrate the cheer and exuberance of childhood. It’s here that the whole family can look forward to days full of fun and laughter, food and games, knowledge and loads of excitement. Open from 10am to 10pm daily and 3pm to 11pm on Fridays, the Modhesh Fun City hosts live entertainment shows by leading international cartoon characters, and of course children’s best friend, Modhesh as they together delight visitors with their rib-tickling antics. The various zones in the city including the Arts and Crafts Zone, the E-Zone, the Sports Zone and the popular stage area cater to the varied taste of the participants who are kept entertained through various interesting activities and prizes.
The entire concept of DSS is grounded in the element of weekly surprises distributed over 10 exciting weeks. Organised by various Government Department who come up with newer and brighter themes every time, all the weeks are independent of each other and strive to be better in quality and presentation by their previous records as the idea is to sustain the discerning children’s interest in the event. This gives youngsters a fair chance to hone their intellectual talent through fun and games while adults are catered through the various shopping discounts offering and winning opportunities of millions through the Grand Summer Raffles that are offered each year.
DSS 2006 opens with Dubai Electricity and Water Authority-organised Ice Surprises week on June 21 and continue with the weekly themes including the Arts Surprises organised by Dubai Naturalisation and Residency Department from June 29 to July 5; International Food Surprises from July 6 to July 12, which is organised by the Department of Tourism and Commerce Marketing who are also behind the DSS road shows held in GCC and other countries; Adventure Surprises organised by Department of Health and Medical Services (DOHMS) from July 13 to 19; Cartoon Surprises organised by Dubai Chamber of Commerce & Industry (DCCI) from July 20-26; Nature Surprises organised by Dubai Police from July 27 to August 2; Knowledge Surprises organised by Land Department from August 3 to 9; Flower Surprises organised by Dubai Municipality from August 10 to 16; Heritage Surprises organised by Dubai Ports Customs and Free Zone Corporation from August 17 to 23 and the Department of Economic Development-organised Back-to-School surprises from August 24 to September 1.
Besides the above 10, the other Dubai Government departments and establishments participating and organizing different DSS activities are Dubai Media Incorporated, Real Estate Department, Dubai Department of Civil Aviation, Dubai e-Government, Islamic Affairs and Charitable Activities Department and Civil Defence.
Various shopping malls all over the city play host to a wide array of entertainment activities ranging from competitions to workshops during the summer extravaganza thus turning Dubai into a shoppers’ haven yet again as parents too are excited to be a part of the overall festivities as they go on their annual shopping spree while their children enjoy the various entertaining activities at the shopping malls. And for the GCC visitors it’s a combination of business and pleasure as they get to attend various corporate meetings and conferences while their families enjoy some enthralling DSS events.
The retail trade and the travel and hospitality industry have immensely benefited through DSS over the years. The success of the event can be gauged from the dramatic increase in visitors and sales since its launch some nine years ago. The inaugural year of 1998 attracted more than 600,000 visitors while sales ran into Dh 850 million. Since then the DSS visitors numbers registered steady annual rise reflecting a growing regional and international popularity. The figures of DSS 2005 registered a remarkable four per cent increase in the visitors expenditure compared to the DSS 2004, although the same number of visitors was recorded, thus in 2005 a total of 1.51million visitors spent a total of Dh 1.72 billion.
What makes the DSS attractive to the visitors is the Dubai Fun For Free package, designed in association with the Department of Tourism & Commerce Marketing, which offers attractive hotel packages. Apart from the range of vibrant, exciting activities, visitors are offered alluring packages and savings by way of promotions at the hotels and hotel apartments in the emirate. Rent-a-car companies and restaurants also showcase fantastic deals during this time of the year.
Besides the sales and discounts offered by various participating shopping malls, it’s prizes galore from the Dubai Shopping Malls Groups (DSMG) promotion that offers attractive prizes running into millions during the course of DSS. This summer, visitors can also participate in ‘The Grand Dubai Summer Surprises Raffle’ for a chance to win trendy BMW cars and AED100,000 cash every week with a purchase of a raffle ticket worth Dhs 200.
Modhesh, the amazing DSS mascot
As in the past, the 9th DSS comes with its amazing brand ambassador Modhesh, an Arabic word which means amazing Modhesh. Born in DSS 2000, Modhesh embodies everything that the DSS stands for – fun, excitement, brightness and unlimited joy for the children. With his infectious smile he has managed to win hearts and friends thus drawing the point home that there couldn’t be anyone better suited to the role than the sunny-faced mascot who makes his annual surprise appearance to enthrall the entire family.
The Modhesh Fun City
The Modhesh Fun City which attracted more than 300,000 visitors in 2005 is a brilliant fun area that is frequented by young visitors who spend long hours at each venue offering games and educational activities throughout the two-and-a-half month event. The Modhesh Fun City, dedicated to all things fun, is divided into zones, where children can spend their time meaningfully, never tiring of the interesting options. Creating a unique world of enchantment, the city has special areas dedicated to children’s hobbies like arts, crafts, sport, fun fair and technology. A place to celebrate the cheer and exuberance of childhood, parents leave their children in the safe environs of the Modhesh Fun City and go shopping. They can rest assured that their wards have a great time with Modhesh who is omnipresent in the Fun City.
