10th Edition Milestone
After nine successful editions, the 10th year of DSS proved to be a landmark in the history of the summer festival. Lasting 72 days from 21 June to 31 August 2007, the tenth edition was special due to the implementation of a new strategy for the festival announced by His Highness Sheikh Ahmed bin Saeed Al Maktoum, Chairman, Dubai Airports, and Chairman and Chief Executive, Emirates Airline and Group.
As outlined in the strategy, the DSF Office was made responsible for the planning, organising, and execution of all DSS events and accordingly, the Ten Surprises, one of the major attractions of every DSS edition, was launched simultaneously with each of the Surprises organised for the whole ten weeks of the festival. Further, all events and activities were planned to cater to a wider audience consisting of children, teenagers, and adults. The new strategy realised instant success as shopping malls all over Dubai registered higher sales revenues and increased footfall in the initial weeks of DSS 2007.
A unique opening ceremony marked the beginning of DSS 2007, with astounding entertainment performances by international show groups that combined to provide the grandest opening to a DSS edition yet. The ceremony started off with a traditional UAE folk show, reflecting the rich cultural heritage, followed by glitzy performances by a galaxy of world-famous artists who presented light and sound shows against innovative, vibrant and one-of-a-kind backdrop.
The creatively designed stage of the celebration included a 20 diameter and 1.5 metre deep pool, fountains, light and sound accessories. The stage was designed to reflect and emphasize the themes of the Ten Surprises. A big screen behind the stage ran clips from the previous editions of DSS, highlighting the development of Dubai over the years.
The opening ceremony heralded a new beginning for DSS and popular attractions like the Ten Surprises featured theme based activities and events in various state-of-the-art shopping malls, providing local, regional, and international visitors with a perfect combination of shopping and entertainment. The Surprises for DSS 2007 were Adventure, Global, Nature, Flower, Food, Heritage, Arts, Knowledge, and two new exciting inclusions for the tenth edition - Cartoon and Comedy Surprises.
While the Ten Surprises rotated in the malls, Modhesh Fun City was the other major attraction of DSS 2007. Spread over 30,000 square metres and with over twenty entertainment zones, the venue undoubtedly became the single largest entertainment destination in the region. The massive location also witnessed a number of regional debuts of international entertainment ventures, thus attracting visitors from all over the neighbouring region. Modhesh, the ever smiling mascot of DSS also made his presence felt through innumerable meet and greet sessions for children throughout the ten weeks.
DSS 2007 also contributed in highlighting Dubai's position as the fashion hub in the region. During the ten weeks of festivities, no less than three fashion events were organised. The 2007 Kids Fashion Week, the Dubai Fashion Fiesta that made its Middle East debut in Dubai, and the Sheila and Abaya Fashion that featured well-known international, regional, and local fashion labels and attracted numerous fashion enthusiasts and buyers apart from witnessing wide media attention.
Shopping opportunities were abundant for travellers and shoppers during DSS 2007. Promotions on a large scale were launched by participating retail outlets on the onset of the festival making it possible to purchase leading international brands at competitive prices. Shopping efforts by visitors were well rewarded in the form of the biggest summer raffle draw held to date titled 'Shop & Win Millions', where AED 500,000 in cash was given away every week to one lucky shopper.
The tenth edition of DSS 2007 proved to be a momentous occasion in the history of the annual summer fiesta and with the announcement a new strategy for the long term, Dubai Summer Surprises is poised to grow along with the major advancements being witnessed in the city of Dubai.