The opening of a new branch is an excellent opportunity for Alserkal Culture Foundation to expand its reach and cultural significance in the region. The chosen location of Meraas Al Seef can become a source of new visitors with its ambitious plans to unite the rich past of the country and with its present innovations (“First phase of Al Seef,” n.d.). Similarly, the concept of the foundation’s new site can focus on the combination of two time periods within the same space.
The Meraas Al Seef area positions itself as a place that offers both cultural attractions and leisurely activities for tourists. Thus, it is important to note its main benefits which can attract visitors and increase footfall (Anheier, 2014). It is possible that some current programs which exist in the location may have to be removed in order to allow more focus on others. For example, the home corner could be excluded to concentrate on works of art (“About us,” n.d.). By keeping visitors’ attention on works of art, the foundation can attract a crowd that is interested in the creative past and present of the nation. Furthermore, the fashion corner could be cut as well as the location chosen for the new center is situated in the historic part of the region rather than the urban one.
The utilization of two time periods can provide the foundation with an advantage in attracting various contributors. For example, the center could divide its exhibitions into two main sections, modern and traditionally-inspired art, providing a contrast between contemporary designs and the country’s rich cultural history (Tavkhelidze, 2017). While both exhibits will have a strong influence of the past, together they can visually demonstrate the flow of time and the nation’s continuous path towards innovation. This is a concept that can help market the new location, as it will show both sides of the GCC. Another focus could also include the region’s marina (“First phase of Al Seef,” n.d.), with an exhibition focused on the country’s sea activities, such as fishing, pearl-diving, and trading.
The main strength of the chosen location is its ability to house the creation of a plethora of attractions. Visitors are expected to become interested in the region’s cultural heritage. However, Meraas Al Seef also offers modern activities such as shopping and dining (Lurtz & Kreutzer, 2017). Therefore, different people can be included in the site’s pool of customers. This aspect is beneficial for the foundation because it features artists who create modern art influenced by the past.
It is also necessary to consider possible weaknesses of the region. The focus on urban and modern attractions provided in the area may weaken the visitor’s interest in art viewing. Therefore, one should add an activity that will bring potential customers as well (Yusuf & Sloan, 2015). For this purpose, the creativity corner should become a highlight in the new location. For example, on opening day, the foundation can utilize the popularity of local handicrafts to attract new visitors. The history of pearl-diving may be underlined here as well. The new project can feature local jewelers and small local businesses who work with pearls.
The importance of Make Art Café cannot be overlooked. Its current menu can be changed to appeal to those visitors who want to try more authentic cuisine. For example, the focus on coffee and other drinks made in a traditional fashion, along with some dishes that represent the area’s marine connection, could become unique features of the café. By using this approach, and encouraging visitor’s curiosity, Make Art Café could increase its profits while staying coherent with the new location’s concept.
References
About us. (n.d.). Web.
Anheier, H. K. (2014). Nonprofit organizations: Theory, management, policy (2nd ed.). New York, NY: Routledge.
First phase of Al Seef opens along Dubai Creek. (n.d.). Web.
Lurtz, K., & Kreutzer, K. (2017). Entrepreneurial orientation and social venture creation in nonprofit organizations: The pivotal role of social risk taking and collaboration. Nonprofit and Voluntary Sector Quarterly, 46(1), 92-115.
Tavkhelidze, T. (2017). The role arts management in modern world. European Scientific Journal, ESJ, 12(10), 387-391.
Yusuf, J. E., & Sloan, M. F. (2015). Effectual processes in nonprofit start-ups and social entrepreneurship: An illustrated discussion of a novel decision-making approach. The American Review of Public Administration, 45(4), 417-435.