About Us

DXB Entertainments PJSC (previously Dubai Parks and Resorts PJSC) is a Dubai-based manager of leisure and entertainment destinations and experiences. The Company is traded on the Dubai Financial Market (DFM) under the trading symbol DXBE.

We bring together a diverse portfolio of world-class brands to offer entertainment in the areas of theme parks, family entertainment centres, and retail and hospitality.

DXB Entertainments is the owner of Dubai Parks and Resorts, the region’s largest integrated theme park destination, with five Theme Parks (Six Flags Dubai under development), two hotels (LEGOLAND® Hotel under development), and one retail and dining facility, all spread over 30.6 million sq ft of land, with an estimated AED 13.2 billion in development costs.

DXB Entertainments also manages six Dubai-based family entertainment centres in addition to a chain of cinemas, all owned by Meraas Holding, its parent company.

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About Us

At a Glance – Who we are

THE LARGEST LEISURE
AND ENTERTAINMENT
COMPANY IN THE REGION

AED 8 billion equity
8.0bn

DXB Entertainments has
raised AED 6.3 billion in
equity through an IPO in
2014, and an additional
AED 1.7 billion through
a rights issue in 2016.

DXB Entertainments manages family-friendly leisure and entertainment assets, with world-class IP partners and operators, spread across four locations in Dubai.

With a diverse portfolio of 16 leisure and entertainment experiences, DXB Entertainments is the largest leisure and entertainment company in the region.

Our attractions have been built to serve UAE residents and the growing inbound UAE tourist market, with a special focus on the neighbouring GCC and Indian subcontinent.

AED 5.9 billion
financing DXBE
5.9bn

DXB Entertainments has raised
AED 4.2 billion through a financing
facility for Phase I for DPR,
AED 1 billion for Phase II,
and AED 0.7 billion in a
subordinated shareholder
loan from its majority
shareholder, Meraas Holding.

Leisure and
Entertainment attractions
16

DXB Entertainments
operates a diverse portfolio
of leisure and entertainment
assets with world-class
IP partners, spread across
4 locations in Dubai.

Overview of DXB Entertainments’ assets

IN THE BUSINESS OF
CREATING MEMORABLE
EXPERIENCES

Multiple family-friendly entertainment options mean we can offer unique experiences to all ages and create city-wide packages for tourists and residents.

With more than 100 rides and attractions in Dubai Parks and Resorts, spread across three theme parks and one water park, it is the region’s largest integrated theme park destination.

The assets that we own and manage ensure a broad mix of fun, family entertainment and more serious edutainment that both educates and stimulates minds of all ages.

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Overview of DXB Entertainments assets

Overview of DXB Entertainments’ assets continued

DXB Entertainments manages a diversified portfolio of 16 leisure and entertainment experiences across 3 separate divisions: Theme Parks, Retail and Hospitality, and Family Entertainment Centres.

Theme Parks
Six Flags Dubai

The region’s first Six Flags theme park, which will offer high-thrill entertainment for all age groups when it opens in 2019.

  • Over 20 rides and attractions
  • 6 themed zones:
    • Thrillseeker Plaza
    • Magic Mountain
    • Fiesta Texas
    • Great Escape
    • Great Adventure
    • Great America
Bollywood Parks™ Dubai

The world’s first Bollywood-themed park, focusing on action, dance, romance, and flavours based on some of the major Bollywood blockbusters.

  • 16 rides and attractions
  • 5 themed zones:
    • Bollywood Boulevard
    • Mumbai Chowk
    • Rustic Ravine
    • Bollywood Film Studios featuring Hall of Heroes
    • Royal Plaza
LEGOLAND® Dubai

Where LEGO® brick comes to life, the ultimate theme park for families with children aged 2-12, with more than 15,000 LEGO® models made from 60 million LEGO® bricks.

  • 40 rides and attractions
  • 6 themed lands:
    • LEGO® CITY
    • ADVENTURE
    • KINGDOMS
    • IMAGINATION
    • FACTORY
    • MINILAND
LEGOLAND® Water Park

The region’s only water park designed for families with children aged 2-12, with more than 20 LEGO® themed water slides and attractions.

  • 20 slides and attractions
  • DUPLO® Splash Safari for toddlers
  • Variety of water slides and attractions including the Build-A-Raft river, designed for the whole family to enjoy together.
MOTIONGATE™ Dubai

Largest Hollywood movie-themed park in the region, targeting all age groups and nationalities.

  • 27 rides and attractions
  • 5 themed zones:
    • DreamWorks
    • Smurfs Village
    • Columbia Pictures
    • Lionsgate
    • Studio Central
Retail and Hospitality
LEGOLAND® Hotel

Built on 300,000 sq ft of land, this will be the first LEGOLAND® Hotel in the Middle East and DPR’s second hotel – bringing the total hospitality offering at the destination to more than 750 rooms. Visitors will have easy access to LEGOLAND® Dubai and LEGOLAND® Water Park.

  • 250 rooms
  • 60:40 JV with Merlin Entertainments plc (currently under development)
Lapita™ Hotel

Lapita™ Hotel, operated by the Marriott Group with over 500 rooms, a Polynesian-themed family-friendly hotel.

  • 501 rooms and three villas set across eight low-rise clusters
  • Spa and Health Club as well as a ballroom, meeting and event facilities
  • Four-star resort
Riverland™ Dubai

Riverland™ Dubai is a waterfront district at the heart of Dubai Parks and Resorts. It is an unticketed retail, dining and entertainment destination.

  • More than 50 retail and dining experiences
  • 4 themed zones:
    • The Peninsula
    • India Gate
    • Boardwalk
    • The French Village
ROXY Cinemas

Roxy Cinemas is a fresh cinematic experience, with theatres that allow patrons to enjoy the movie in a sophisticated environment that pays homage to the magic of the movies.

  • 25 screens
  • 3 locations
  • 3 classes of seating:
    • Platinum Plus
    • Gold Plus
    • Silver Plus
Family Entertainment Centres
Hub Zero

Spread over two floors and 18,000 sq m, Hub Zero is an indoor video gaming zone which includes virtual reality shooting, virtual reality racing, time-warped arcade, and network games.

  • 18 attractions
  • 4 gaming zones
  • Several cafes serving food and beverages
The Green Planet

Bio-dome housing a giant indoor ecosystem. Visitors can explore and interact with a whole new world of exotic flora and fauna in this fully immersive vertical tropical forest.

  • 3,000 plants and animals
  • 4 levels:
    • Flooded Rainforest
    • Forest Floor
    • The Midstory
    • The Canopy
Splash Pad

Safe and controlled, shaded and gated water recreational venue, with the perfect beach backdrop, offering various games and activities for toddlers and children.

  • For children aged 1-12 years
  • Includes Imagination Playground Blocks™
  • 2 sections:
    • Wet splash zone
    • Dry play area
Mattel Play Town

Indoor interactive games and play area for kids. Each play space is dedicated to education and the development of social skills.

  • For children aged 2-10 years
  • 5 world-recognised brands:
    • Barney™
    • Thomas & Friends™
    • Bob the Builder™
    • Angelina Ballerina™
    • Fireman Sam™
The VOID

Gaming experience beyond virtual reality, combining physical set with real-time interactive effects by a US-based company, which brought its critically acclaimed, awardwinning hyper-reality experience to Dubai.

  • For people aged 10 and above
  • 1.2 metres – minimum height requirement per visitor
  • 1-4 people in a group, at a time, can be accommodated
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Overview of DXB Entertainments assets

* Six Flags Dubai and LEGOLAND Hotel due to open in 2019. LEGO, the LEGO logo, the Brick and Knob configurations, and LEGOLAND are trademarks of the LEGO Group. ©2018 The LEGO Group. LEGOLAND is a Merlin Entertainments brand.

DXB Entertainments Family

Our management team has a wealth of operational, media, marketing and corporate turn-around experience.

Mohamed Almulla

Chief Executive Officer
Read More

Mohamed Almulla was appointed Chief Executive Officer in June 2017. Mohamed brings extensive experience from a wide range of media and entertainment business segments, including radio and TV broadcasting, printing and publishing, digital media, out-of-home advertising, event management, and parks and attractions.

He was previously CEO of the Arab Media Group, where he oversaw all operational aspects of the group’s three major business units: Arabian Radio Network, Done Events, and Global Village. Since his appointment in 2008, Mohamed has steered the group towards market growth through innovation in the entertainment sector and new customer-centric strategies.

Before joining Arab Media Group, he held several leadership positions within the TECOM Group, including Executive Director of Dubai Media City, where he led the consolidation of the business hub’s international status, whilst playing a key role in attracting leading global media brands to the region.

Favourite ride

“I couldn’t possibly pick just one favourite ride! But what I love most is seeing the delighted faces as guests get off the rides.”

Ahmad Hussain Bin Essa

Deputy Chief
Executive Officer
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Ahmad Hussain joined DXB Entertainments in August 2017. He is a seasoned regional theme park professional, with extensive experience in operations and business development.

He joined Global Village, one of the region’s premier cultural and family entertainment destinations, as Chief Operating Officer in 2013. He was promoted in 2015 to CEO, with responsibility for the successful expansion of the business.

Ahmad is a board member at the International Association of Amusement Parks and Attractions (IAAPA). Previously, he held positions at Emirates Integrated Telecommunications Company (du), the Facilities Operation Department of the Engineer’s Office of HH Mohammed Bin Rashid Al Maktoum, ADNOC, and as a marine engineer with BP, North Sea.

He graduated with a degree in Mechanical Engineering from Northumbria, UK, and earned his MSc in Engineering Management from Sunderland University, UK.

Favourite ride

“I always like the rollercoasters. The Capital Bullet train, The Hunger Games attraction, is great - you can hear the screams from a long way away!! I take my wife to Bollywood Parks™ Dubai for a more romantic experience.”

John Ireland

Chief Financial Officer
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John Ireland joined DXB Entertainments as Chief Financial Officer in June 2017. He has experience across a wide range of media, including broadcast, digital, out-of-home, print, event management, and recorded music.

He was previously CFO at the Arab Media Group, where he oversaw the financial, strategic, and legal aspects of the group’s operations, including the Arabian Radio Network, Global Village, and Done Events.

John joined Arab Media Group from 21st Century Fox, where he held a number of senior finance positions across the Group’s operations in Europe, Asia, and the Middle East, including regional experience as Chief Financial Officer of Rotana Media Group.

He has a Bachelor of Arts degree in business and management from the University of Exeter, UK, and is a qualified chartered accountant, having previously worked for Deloitte in the telecommunications, media, and technology sector.

Favourite ride

“I like Mad Pursuit in MOTIONGATE™ Dubai – that’s my favourite, just for the sheer fear that it instils. You think it’s going to be a little kiddies’ ride and then…”

Ahmed AlRayyes

Chief Commercial Officer
Read More

Ahmed AlRayyes joined DXB Entertainments in August 2017.

Before joining DXB Entertainments, he was Chief Commercial Officer at Global Village, one of the region’s premier cultural and family entertainment destinations, where he played a key role in growing the business. He was responsible for managing all commercial and revenue channels, and successfully developed and implemented revenue-enhancing strategies, partnership delivery, and expanding the market opportunity.

Previously, he headed the commercial sourcing and procurement department at du – Emirates Integrated Telecommunications Company. He spent more than eight years with the telecom company, developing and implementing procurement strategies.

He also worked in the engineering and broadcasting division for Dubai Media Incorporated, the official media organisation of the Government of Dubai.

He holds a BA in Electrical and Computer Engineering.

Favourite ride

“The Krrish ride in Bollywood Parks™ Dubai, although my real excitement is when I watch people’s reaction to the rides.”

Paul Parker

General Manager of Family
Entertainment Centres
Read More

Paul Parker joined DXB Entertainments as General Manager of Family Entertainment Centres in October 2017. He brings more than 20 years’ management experience covering marketing, sales, and operations.

He previously held senior positions at some of Australia’s most successful media companies, including the Nine Network and ARN, and also built a successful digital media business. Most recently, he was Chief Commercial Officer for a 21st Century Fox joint venture in the Middle East.

Paul was educated at Dickson College in Canberra, Australia, where he studied psychology and media.

Favourite ride

“I love the Lazy River at Lapita™ Hotel. I am less of a thrill-seeker and more of a relaxer. I also like the Virtual Arena at Hub Zero as I am fond of shooting zombies. I like the virtual reality stuff. The technological side of the entertainment business has become key.”

Key Milestones of 2017

A YEAR OF PARTIAL OPERATIONS DELIVERING CLOSE TO 2.3 MILLION VISITS

Focus on guest
experience and safety

In 2017, the Company focused on enhancing the guest experience at DPR by measuring satisfaction across 50 touch points.

The safety of our guests was the key focus of our operations, and DPR operated with no significant safety incidents in 2017.

Driving footfall

During 2017, the Company focused on driving footfall both from the GCC resident and inbound tourist markets, through targeted marketing campaigns in key source markets such as Saudi, India, the UK, Russia and China.

Revised pricing structure

A new winter season pricing structure was launched in September aimed at encouraging repeat visits from the GCC resident market, as well as an attractive annual pass offer targeting the local resident market.

Family Entertainment Centres

16

In August, the Company reached an agreement with its majority shareholder Meraas Holding to manage a select portfolio of their family entertainment centres, bringing the total number of leisure and entertainment experiences under management to 16.

Prestige industry awards

LEGOLAND® Water Park wins the award for Best Water Park, and Lapita™ Hotel the award for the Best Family Hotel at the Time Out Dubai Kids Awards for 2017.

Total visits (‘000)

2.3m

Close to 2.3 million visits to Dubai Parks and Resorts in 2017

586 (29)%
Q1
414 16%
Q2
479 66%
Q3
796
Q4

Appointment of new
management team

A new management structure and appointments were made during the year, to support the business in its commercial development.

Optimising operational
cost structure

40%

The Company has improved its operating cost structure by close to 40 percent compared to the original target.

Staggered
opening

DPR staggered openings, with LEGOLAND® Water Park and Lapita™ in early January, and all rides and attractions delivered by end October with the opening of Hunger Games rides at Lionsgate in MOTIONGATE™ Dubai.

Record visitation in December

27,000visits

December was a record month, delivering an average of 10,000 visits daily in the last 10 days of the month and peak daily visitation approaching 27,000.

Official announcement of the
LEGOLAND® Hotel

250rooms

The first LEGOLAND® Hotel in the Middle East and the seventh to open worldwide will completely immerse guests in the creative world of LEGO® as it’s designed to bring children’s imaginations to life.

CEO’s Statement

POSITIVE MID-TERM OUTLOOK

We ended the year on a high note, attracting close to 2.3 million visits in 2017, with record numbers during the December holiday period. There was a momentum and a buzz around the parks, which translated into greater numbers of visitors and sales of annual passes, with the fourth quarter delivering close to 796 thousand visits.

Growth in visitor numbers

2.3m

We ended the year on a high note, attracting close to 2.3 million visits in 2017, with record numbers during the December holiday period.

The new strategy is focused on enhancing the organisation through the alignment of management and organisational structure with P&L responsibility.

Key Financial Highlights

COST OPTIMISATION RESULTING IN IMPROVED EBITDA PERFORMANCE

Our 2017 results should be considered as a ramp-up towards our first full year of operations in 2018, which will see us continue to stabilise the financial performance of the business.

Total revenue

AED
552m

The Group recorded AED 552 million in revenue during 2017, largely driven by the theme park segment which accounted for 71 percent of revenue.

  •  
  • Visits
  • Growth %
  • AED millions
  • Revenue
  • Cost of sales
  • Gross profit
  • Operating Expenses*
  • EBITDA
  • Adjusted EBITDA
  • Depreciation & amortisation
  • Finance (cost)/income
  • Loss for the period
  • Cash flow hedge – gain/(loss) on fair value
  • Total comprehensive loss for the period
  • Q1 2017
  • 586,355
  •  
  •  
  • 160
  • (13)
  • 147
  • (284)
  • (137)
  • (67)
  • (111)
  • (43)
  • (292)
  • 4
  • (287)
  • Q2 2017
  • 414,457
  • (29)%
  •  
  • 120
  • (20)
  • 99
  • (232)
  • (110)
  • (119)
  • (124)
  • (52)
  • (286)
  • (22)
  • (308)
  • Q3 2017
  • 478,987
  • 16%
  •  
  • 115
  • (12)
  • 103
  • (204)
  • (105)
  • (91)
  • (121)
  • (58)
  • (284)
  • 8
  • (276)
  • Q4 2017
  • 795,746
  • 66%
  •  
  • 157
  • (20)
  • 138
  • (211)
  • (70)
  • (65)
  • (121)
  • (63)
  • (254)
  • 27
  • (228)
  • 2017
  • 2,275,545
  •  
  •  
  • 552
  • (65)
  • 487
  • (932)
  • (422)
  • (342)
  • (478)
  • (216)
  • (1,116)
  • 17
  • (1,099)

* Non operating (expense)/income not presented separately in summary financial results. Due to rounding, numbers presented may not add up precisely to the totals provided and percentages may not precisely reflect the absolute figures. 31 December 2017 figures are audited.

EBITDA
(AED million)
(70) 33%
Q4
(105) 5%
Q3
(110) 20%
Q2
(137)
Q1
Operating costs
(For the year ended 31 December 2017)
AED
932m
  • Salaries and other
    employee benefits 42%
  • Sales and Marketing 13%
  • Utility 11%
  • Supplies,
    communication and IT 8%
  • Repairs and maintenance 6%
  • Rent 5%
  • Others 15%

CFO’s Statement

ESTABLISHING A SOLID
PLATFORM FOR 2018

DXB Entertainments made significant
progress in 2017, transitioning from a
project delivery-focused organisation
to one that puts the guest experience
at its core.

EBITDA loss
(Adjusted)
342m

Adjusted EBITDA loss
for the year is adjusted
for AED 80.6 million in
pre-operating and non-
recurring expenses.

Revenue contribution
by segment
  • Theme parks71%
  • Retail revenue10%
  • Hospitality
    revenue11%
  • Others8%
Revenue
(AED million)
160 (25)%
Q1
120 (4)%
Q2
115 37%
Q3
157
Q4
552
Operating cost
(AED million)
  • Operating expenses
  • Pre-operating expenses
284 71
213
Q1
232 4
228
Q2
204 5
199
Q3
211 3
208
Q4
932

Market Overview

STRONG MACRO
ECONOMIC
ENVIRONMENT

Fourth most-visited city
30bn

Overnight international visitors
to Dubai – the world’s fourth
most-visited city – spent a
record $28.5 billion in 2016,
more than in any other
international destination.
Expenditure in 2017 is
expected to top $30 billion.*
*Source: Mastercard Destination Cities Index

Top billing for Dubai
International Airport
88.2m

Dubai International confirmed
its ranking as the world’s
busiest airport for
international travel, serving
88.2 million passengers in
2017, an increase of 5.5
percent on the previous year.
Traffic in 2018 is forecast to
top 90 million.

With the addition of the region’s
largest leisure and entertainment
destination to its portfolio of worldclass
attractions, Dubai has taken
another major step towards becoming
the global family-friendly destination
of choice

When our Six Flags theme park opens
in late 2019, it will consolidate DPR’s
reputation as a premier leisure venue
in a city that is investing heavily to
position itself as offering something
for everybody.

The city’s strong local economy is
being further boosted by the growing
influx of international visitors keen to
sample Dubai’s many delights. DPR is
well positioned to benefit from this
and major initiatives, such as Expo
2020, when Dubai hopes to attract 20
million visitors.

Source of visitors by region (% in Jan-Dec 2017)

Source Department of Tourism and Commerce Marketing (DTCM)

Dubai 2020 visitor target
20m

Dubai is on target to attract
20 million visitors by 2020,
double the number in 2012.

Download
Market Overview

Operational Review

SETTING NEW LEISURE BENCHMARKS

With each opening we learnt valuable lessons in customer service, operating multiple parks, staff rostering, and optimal ride maintenance and operation schedules.

Annual passes sold
(by ticket type)
(Jan - Dec 2017)

  • Single park 20%
  • Two parks 12%
  • All parks 68%

Visits breakdown
(by ticket type)
(Jan - Dec 2017)

  • Single park 35%
  • Multi-park 45%
  • Annual pass 12%
  • Complimentary 8%

Visits breakdown
(by category) % contribution by quarter

  • Gate
  • Online
  • Tour Operator
  • Other
33
24
14
29
Q1
38
31
14
17
Q2
23
14
19
44
Q3
22
5
19
54
Q4

Our marketing strategy for 2018 will focus on driving repeat visits from GCC residents and more direct targeting of international tourists.

Total visits
(Jan - Dec 2017)

2.3m
  • Gate 29%
  • Online & call centre 18%
  • Tour operator 17%
  • Others 36%

Note: Others include schools,
Corporates, Annual passes, VIPs, Lapita™ Hotel
visits and Complimentary passes.

Strategy and Outlook

POSITIONING DPR
FOR SUCCESS

Looking ahead to 2018, we have our strategy
in place to build the Dubai Parks and Resorts
brand nationally and internationally, and to
continue driving footfall to our market-
leading portfolio of assets.

Our strategy

The central tenet of our strategy is to increase footfall to the Dubai Parks and Resorts destination by encouraging repeat visits from UAE and GCC residents, specifically through our annual pass programme, as well as increasing the contribution of international tourists to our visitor numbers.

Our pricing strategy
for the 2017/2018 winter
season focuses on
encouraging visits from our
core markets as well as
providing a stable pricing
structure, with minimal
tactical offers and
discounting.

DPR is now fully
operational; our
marketing strategy
will start yielding higher
visitor numbers; and our
customer satisfaction
ratings are steadily
increasing.

Corporate Social Responsibility

SUPPORTING
OUR COMMUNITY

Our goal is to be a good corporate citizen,
with a reputation for being a fair-minded
employer, a fun place to work, and committed
to the advancement of Dubai.

We recognise the value
of active involvement,
of being a good
corporate citizen, and of
showing sensitivity to the
environment in which
we operate.