MAF aims to replicate Ski Dubai success: Official

Dubai-based Majid Al Futtaim aims to replicate the success of its popular Ski Dubai indoor ski resort and theme park by launching ‘a sister theme park’ in a neighbouring country, a senior official told Emirates 24|7.

The MAF group, which has already announced the opening of Ski Egypt in Cairo as part of the 160,000 sq m super-regional Mall of Egypt next year, is mulling over opening another ski slope closer to home.

“We are always looking for more,” said Tom Scheffer, General Manager – Leisure & Entertainment, Ski Dubai. The group is exploring options for a ski resort and park in the region, he told Emirates 24|7 without being drawn into elaborating on the country or how far the talks had progressed.

Scheffer however noted that MAF wasn’t looking at launching another ski park in the UAE, citing that such a unique amusement and entertainment destination required a minimum catchment area of visitors – both tourists and residents.

Talking about the challenges of operating an indoor ski resort in the middle of a desert, Scheffer said that the biggest challenge was technical, and that the company relied heavily on the expertise of its technical teams. “Operationally, we are like any other amusement park,” he said, “and we strive to hire people that can bring a smile to the faces if our visitors.”

He added that Ski Dubai is “a big box” inside the mall. “We are inside the box, constantly thinking outside the box,” he quipped.

When asked how the recent construction activity in parts of the Mall of the Emirates had impacted visitor flow to Ski Dubai, Scheffer noted that the year 2014 has been equal to the record year of 2013, with the partial disruption to parking etc. bearing no massive impact on Ski Dubai footfall.

“About 65 per cent of annual visitors to Ski Dubai are tourists,” he said, but added that the month of November saw more residents than tourists visit the Dubai ski resort.

Scheffer was talking on the sidelines of the inaugural ‘Frozen’ experience within the UAE’s coldest destination. Ski Dubai has collaborated with Disney to develop an opportunity celebrating one of the best-loved family movies in recent memory.

Running from December 5 until the end of February, the Frozen-inspired winter wonderland experience sees the ski park having a festive market environment including a daily array of workshops, sing-alongs and snowman-building.

“One of the most compelling Disney movies in the last year is an ideal fit for the region’s chilliest environment, which encouraged Ski Dubai to create great moments which celebrate Frozen in time for the festive season,” said Arnaud Palu, CEO of MAF Leisure & Entertainment. “Like Ski Dubai, Frozen has wide and enduring appeal for the entire family, and the collaboration between the two offers a unique experience for our guests.”

“Frozen is a modern Disney Classic that has become a global sensation, and is the all-time highest grossing animated movie in the world, including the UAE. Teaming up with Ski Dubai allows us to bring elements of this fairytale to life in one of the coolest places in the region,” said Didier Vanneste – Senior Vice President, Country Head, Walt Disney Company.

MAF currently owns and operates 17 shopping malls, 11 hotels and three mixed-use communities in the Mena region. This includes Mall of the Emirates, City Centre malls, and also four community malls in a joint venture with the Government of Sharjah.

The group also holds rights to the Carrefour franchise in 19 markets across Mena and Central Asia, operating a portfolio of over 50 hypermarkets and over 60 supermarkets in 14 countries.

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