Emaar Retail LLC is the entertainment and leisure subsidiary of Emaar Properties, the global property developer of iconic projects including Burj Khalifa, the world’s tallest building, and The Dubai Mall, the world’s largest shopping and entertainment destination.
The company is focused on providing innovative and unique leisure and entertainment experiences that are structured to individual market preferences. It develops and manages a portfolio of brands that includes: Dubai Aquarium & Underwater Zoo, Dubai Ice Rink, KidZania®, SEGA Republic and Reel Cinemas at The Dubai Mall. Emaar Retail also operates Reel Cinemas and SEGA Republic Game Zone in Dubai Marina Mall, the popular lifestyle-shopping destination for residents and visitors to the Dubai Marina community.
Emaar Retail has recorded sustained growth in the past year, led by the robust performance of all of its leisure attractions, having hosted 5.2 million visitors in 2012. Additionally, assets such as Dubai Aquarium & Underwater Zoo continue to captivate the millions of visitors to The Dubai Mall, where they can watch the marvels of the aquatic world through one of the largest acrylic viewing panels in the world.
Says Maitha Al Dossari, Chief Operating Officer of Emaar Retail: “Today, a strong brand partner for various entities, Emaar Retail works with over 100 leading global and local brands. Our growth has been positive and sustained, in line with Dubai’s stronger emergence as a business and tourism hub.” The company is currently focused on strengthening the offerings of its existing leisure assets, be it through the introduction of new lifestyle features or by building new marketing partnerships.
“This year, we have already further energised SEGA Republic, one of the largest of its kind indoor theme park in the Middle East, with new thrilling rides, and also further strengthened our offerings at Reel Cinemas, setting a new standard for cinema experience in the region with the flagship 22-screen megaplex at The Dubai Mall, and a boutique cineplex at Dubai Marina Mall, featuring six screens. We will continue to also explore new growth, partnership, and market opportunities,” she adds.
Two key factors have contributed to the continued growth of Emaar Retail’s leisure assets: the first is clearly their location at such iconic developments such as The Dubai Mall and Dubai Marina Mall. Secondly, all of its leisure attractions have clear market differentials, especially in terms of the experience they assure to visitors; while there are other indoor aquariums in the region, what sets Dubai Aquarium & Underwater Zoo aside is the variety of its aquatic animals and the different choices visitors have for closer interaction.
SEGA Republic and KidZania® meanwhile are unparalleled in the region, while the Dubai Ice Rink is the largest of its kind and serves as a venue for national hockey league matches. Similarly, Reel Cinemas is differentiated by featuring the first THX-certified cinema in Dubai, in addition to having the first dedicated arthouse cinema hall in the country, The Picturehouse.
“Our growing partner network underlines the increasing popularity of Emaar Retail’s leisure attractions as preferred brand building platforms for international and local corporations, where the focus is on long-term customer engagement,” explains Maitha Al Dossari. “Leading brands such as the Swatch Group renewed their partnerships last year. We also partner with several leading international brands such as Emirates, Samsung, Coca Cola, and Emirates NBD.”
For the full article, please see the December / January 2013 issue.