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The real reason organisers cut DSS and DSF schedules in half

May 8, 2011 5:38 by Precious de Leon

Have you ever fallen over while precariously balancing on the two rear legs of a chair you were sitting on and then try to cover your embarrassment by saying “I meant to do that” hoping to quell the laughter around you?

Yes, in Kipp’s ever gracious demeanour, it’s hard to think we’re clumsy at all. But yes, Kipp has actually done that.

And it looks like Dubai Events and Promotions Establishment (DEPE) is doing the same thing, as we read the announcement that the city’s infamous shopping festivals will become shorter retailtainment blocks starting this summer.

It’s a shift in strategy, DEPE says, announcing that the Dubai Summer Surprises (DSS) will be reduced from ten weeks to 5 weeks. It will be held from the end of next month until July.

“This is one of the ways we are rejuvenating the brands because we realise that the city is rapidly changing and we need to change the DSS and DSF brands with it,” says Laila Suhail, chief executive of DEPE.

Of course, Kipp always roots for innovation and keeping concepts fresh and updated. Plus we hardly think this will stop any retailer from running their in-house discount promotions year-round. And yes, we can hardly contain ourselves at the thought of seeing less of the springy yellow mascot that is Modhesh and the traffic jams and mall mayhem he (or is it a she?) always brings to town.

But we also can’t help smile at the coincidence (and convenience) of DSS ending just as Ramadan starts in August.

Nor could we help think about the amount of costs saved cutting the running time of such an expensive marketing and retail operation in half. Imagine only paying half of the talent costs, marketing fees, events management and even staff commission.

So yes, on all accounts, Kipp thinks the schedule reduction is a good move. We just like calling a spade well, a spade…and not a spade that’s thinly disguised as a diamond or a club.

Tags: DEPE, DSS, Dubai, Events, festival, marketing, Retail, shopping, spade