Taste of Dubai, presented by Philips returns on March 3-5, has altered its format in a bid to counter misconceptions about the culinary festival.
Festival organisers said that post show feedback had highlighted people’s concerns it was “exclusively for genuine food lovers and not for the general public as a whole”, it was too expensive, and that the currency used (Dellas) “over complicates things and just increases the time spent queuing”.
“In view of these comments we have positioned the festival as more affordable, removed the della currency and added the music element to embrace the ex-pat culture of Dubai and make the festival more accessible to the public, packing all of this excitement into just three days instead of the usual four,” the organisers said in a statement.
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“Although we are maintaining a certain level of fine-dining restaurants we are also opening this festival up to the bars and alternative luxury eateries dotted around Taste of Dubai to create a more cosmopolitan feel and festival atmosphere. The entertainment stage will assist with this, and whilst keeping the broad choice of 20 different restaurants there will be repeat participants along with some new faces.”
The Amphitheatre, Dubai Media City, will play host to the all new Taste of Dubai 2011 where restaurants will work alongside the entertainment stage, with a selection of bands and DJs.
Furthermore, a ‘Kids Zone’ offers a play area plus entertainment activities.
Meanwhile at the Chefs’ Theatre and Philips Cookery School celebrity chefs will share culinary secrets during live demonstrations. Themed bars will be dotted around the arena inviting those who wish to sample an array of alcoholic beverages and mocktails.
“Following the success of the previous three years we plan to make Taste of Dubai 2011 slightly different but ultimately better for the visitors and exhibitors”, the organisers added.
“Whereas the focus in the past has been purely on the food, 2011 brings a strong music and entertainment element to ensure that the crowds are captivated from the moment they walk through the gates. As a result of this we are introducing a new audience to Taste of Dubai whilst maintaining our loyal foodies who come for the restaurants and chefs.”
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