“The pavilion should be a landmark or representing an element of the country,” Ahmad Hussain says.
While Global Village’s season ended recently for its 10,000 workforce, the team behind the popular Dubai venue have already started planning for next season.
Part of Dubai Holding’s Arab Media Group, which also includes Arabian Radio Network and Done Events, Global Village is a multi-cultural festival park that provides entertainment and retail as well as food and beverage outlets from around the world.
Over the course of its 21 seasons, it has become an institution in Dubai.
And now Ahmad Hussain Bin Essa, the CEO, wants to spread the family entertainment brand to other locations in the region and beyond.
The UAE’s extreme summer heat curtails the outdoor venue to operations of a little more than five months every year, but it still commands impressive revenue and footfall figures.
From its initial venue at Creek side, Global Village moved to Oud Metha then to Dubai Festival City, before establishing its home on Sheikh Mohammad Bin Zayed Road in 2005, at a cost of $435,000 (AED1.6m).
Footfall in the first year was 500,000 when the venue had 18 kiosks. In the most recent season that closed on April 8, 2017, 5.6 million guests — an increase of 5 percent on the previous year — visited Global Village during its 159 days of operation.
A total of 75 countries were represented in the 18 pavilions erected for the season. The live shows that operated throughout the season (at no extra cost beyond the AED15 entry fee) have been a large part of Global Village’s success, with more than half of those who visit during the season attracted by stars from the region.
Ahmad Hussain says that Global Village has four components: the funfair; the entertainment and shows; the retail — authentic products representing each country; and food and beverage (F&B) outlets from different parts of the world.
During the season, there were business transactions worth $626m (AED2.3bn), and more than 200 investors (meaning people who leased pavilions, retail or F&B outlets).
The workforce is also drawn from around the globe, with 92 nationalities among those who worked during the most recent season. Logistically, it’s demanding, Ahmad Hussain admits.
“Currently we have a full-time staff of 50 people, but during the season we go up to 10,000 people. The guests don't see the logistics of operating this place,” he says.
Of the 10,000, about 7,000 people fly from outside the UAE to work at Global Village, and the remaining 3,000 are from the local market, with full visa facilities provided for every employee.
When the season closes, all of the pavilion facades are torn down.
The country pavilions are operated by Global Village partners. Each year, tenders are issued and each partner has to fulfil certain criteria, including a submission of what that country facade will look like.
“The pavilion should be a landmark or representing an element of the country,” Ahmad Hussain says.
“We look at what cultural shows they’re going to produce; what is the authenticity of the product that’s going to be there. We ask that a minimum of six products be in the pavilion; if there is more diversity, it’s better for us.”
Based on the application, a committee selects who the partner is and who will organise and manage the pavilion.
“When it comes to the operation, we do control those criteria and make sure it has been delivered in accordance with our agreement with the partner,” he says.
From arabianbusiness.com.