SMCCU 2011 YearEnd Report
SMCCU 2011 Year End Activities Report featuring our programmes and their exceptional growth last year.
Introduction to SMCCU Sheikh Mohammed Centre for Cultural Understanding (SMCCU) is a non-profit organisation established to increase awareness and understanding between the different cultures that live in Dubai. Established under the patronage of His Highness Sheikh Mohammed Bin Rashid Al Maktoum in 1998, the Centre operates under the banner of "Open Doors. Open Minds." and strives to remove the barriers between people of different nationalities raising awareness of the local culture, customs and religion of the United Arab Emirates. "When people arrive in the UAE, many do not know what to expect nor do they have a real understanding of Emirati culture. In fact, there are many expatriates who have lived and worked in the UAE for years and are yet to meet an Emirati," says SMCCU's Director and Founder, Mr. Abdullah Bin Eisa Al Serkal. The programmes offered by SMCCU can help explain the customs, culture, religion and etiquette of the people of the UAE within the context of understanding Emirati life. Our sole aim is to welcome non-Emiratis into UAE culture and give them a chance to truly integrate within Emirati society enhancing the working and living experience of those visiting and residing in the UAE. . ". . " 1998 . " : ." " " . . . Cultural Breakfasts SMCCU was overwhelmed with the success of its extremely popular event which hosts guests for Cultural Breakfasts in our traditional wind tower house in Bastakiya, Bur Dubai. In 2011, public breakfasts were held on Mondays and Wednesdays. In addition, private breakfasts were arranged on off days throughout the year. During the visit, guests engage with an Emirati host and are encouraged to ask questions about local customs and the heritage of the UAE. In keeping with the Centre's motto "Open Doors. Open Minds." , no topic of interest is off limits. In 2011, SMCCU hosted: � 1899 guests in public breakfasts � 671 guests in private breakfasts In total, 2570 guests participated in SMCCU's Cultural Breakfast Programme in 2011; an increase of 64% over 2010. : . . ". . " One of the largest private groups attending breakfast in 2011 was a group of ladies whose families are new to Dubai. They chose our programme as it came recommended as a "must do" when you arrive in Dubai. Additionally, we hosted various other groups for private Cultural Breakfasts including: Shell Outpost Ladies, Merck Sorono and Spouses of Ambassadors Club. Cultural Lunches SMCCU continued its extremely popular tradition of hosting guests for Cultural Lunches in our wind tower house in Bastakiya, Bur Dubai. As with the breakfast programme, public events were held twice a week on Sundays and Thursdays. Many Private events were also held throughout the year. During the programme, guests chat with an Emirati host and are encouraged to ask questions about the local customs and heritage of the UAE. In 2011, SMCCU hosted: � 1940 guests in public lunches � 950 guests in private lunches In total, 2890 guests participated in SMCCU's Cultural Lunch Programme in 2011; an increase of 76% increase over 2010. "Come for the Food. Stay for the Culture." One of the largest groups we hosted for a private lunch was a group of students from Jumeirah College. Other notable groups that SMCCU hosted for private Cultural Lunches included: Leiden University, Emirates NBD, Braedenton Prep, Nalco Water Treatment, The US Navy, and DIFF attendees. . ". . " Bastakiya Walking Tours & Heritage Tours SMCCU Bastakiya Heritage & Walking Tours top the list for people who want to learn more about the historic areas of Dubai. The Heritage Tour includes a walk around the Bastakiya District and a visit inside the Diwan Masjid. The tour is followed by a lively and engaging Question & Answer session inside our traditional wind tower house where Arabic coffee and dates are served. In 2011 SMCCU hosted: � 1923 guests on public guided walks � 1996 guests on private guided walks In total, 3889 guest participated in SMCCU's public and private Bastakiya Heritage & Walking Tours in 2011; an increase of 360% over 2010. Private groups included; University of West Virginia, DIFF, Panorama Services, JESS Arabian Ranches, Dubai Modern School, ITE Singapore, and Cambridge International School. . . Creekside Tour SMCCU's newest programme, the Creekside Tour, has gained in popularity this year and includes all the features of the Bastakiya Heritage Tour as well as a visit to the Textile, Spice and Gold Souks. The mode of transportation across the Creek is in one of Dubai's many abra allowing guests to witness the bustling activity of local trade. Ramadan Programme The Iftar Dinners are a seasonal event held in the holy month of Ramadan. During September 2011, SMCCU invited guests to join a traditional "breaking-of-the-fast" meal at our house in Bastakiya. This month long event strives to give visitors and expatriates a glimpse of the Islamic tradition of fasting and prayer. Following the meal, guests are guided on a casual after dark walk around the beautiful and historical Bastakiya neighbourhood.The evening closes with a visit to the Diwan Masjid in the Bastakiya which is frequented by local worshippers preparing for the evening prayers. In 2011 SMCCU hosted: � 605 guests in public Iftars � 650 guests in private Iftars In total, 1255 guests participated in SMCCU's Ramadan Iftar Programme in 2011; an increase of 21% over 2010. . Ramadan Programme Jumeirah Mosque Visits In an effort to de-mystify Islam and educate visitors on the role of religion in UAE society, SMCCU hosts guided visits of masjids in Dubai. Over the past twelve years, the Jumeirah Mosque has become a focal point for SMCCU's "Open Doors. Open Minds." programme as well as our newest campaign "The Freedom to Ask" where visitors are free to inquire about the culture, traditions and religion of the people of the UAE without restraint. In 2011, SMCCU hosted: � 22,799 guests on public masjid tours � 4666 guests on private masjid tours In total, 27,465 guests participated in the Jumeriah Mosque programme in 2011; an increase of 3% over 2010. ". . " . 2011 2 22799 4666 . 27465 .2011 The Grand Mosque & Diwan Mosque Visits The popularity of the Jumeirah Mosque Visit was the catalyst for the opening of two new venues for both public and private visits in 2010. The Grand Mosque in Rashidiya primarily invites private visitors from schools and universities whilst the Diwan Mosque in Bastakiya welcomes visitors as part of the Centre's Bastkiya Heritage & Walking Tours. In 2011 SMCCU hosted: � 1396 guests on private Grand Mosque visits in Rashidiya � 1141 guests on public Diwan Mosque visits in Bastakiya � 1675 guests on private Diwan Mosque visits in Bastakiya In total, 4212 guests participated in SMCCU's Grand Mosque & Diwan Mosque Visits in 2011; an increase of 387% over 2010. . Schools & University Programme In 2010, SMCCU established its educational Schools & University Programme providing a customised programme of tours for students of all ages from both the UAE and visiting international institutions. We have continued these efforts in 2011 and have firmly established this campaign as part of SMCCU's various activities. The programme consists of Cultural Walks, Mosque Visits, Breakfasts and Lunches as well as in house Cultural Awareness presentations with a full range of activities to help children and older students integrate and understand the Emirati way of life. In 2011, SMCCU hosted: � 520 students in private breakfasts � 296 students in private lunches � 1429 students in Cultural Walks � 1978 students in Mosque Visits In total, 4223 students participated in SMCCU's Schools & University Programme in 2011; an increase of 311% over 2010. . 2010 . 2011 . Cultural Awareness Presentations SMCCU hosts in house Cultural Awareness Presentations (CAPs) for corporate clients to introduce the customs, culture and heritage of the UAE within the context of running a successful business in the region. In 2011, SMCCU hosted: � 1593 executives and senior managers in Cultural Awareness Presentations Jebel Ali Resorts Cultural Induction In 2011, SMCCU Cultural Awareness Presentations included presentations at the Women in Leadership Conference, Dubai Women's College NCBSP, FAWCO Conference, Jebel Ali Resorts Corporate Training Seminar and HSBC. FAWCO Conference Jebel Ali Resorts Cultural Induction . Eton College Ramadan Workshop "The Freedom To Ask" Dubai Women's College NCSBP Conference Women In Leadership Conference Corporate Guests SMCCU launched a campaign in 2010 offering customised Cultural Partnership Programmes to all institutions wishing to enhance their current induction for new arrivals and current UAE based staff. These programmes contribute towards fulfilling corporate social responsibility objectives and provide staff with exceptional experiences and insight into the local customs and culture of the UAE. Each cultural programme is unique and focuses on the objectives outlined by individual corporations. Sessions are held in the Bastakiya as well as in house company venues. Participants can engage in activities from Cultural Meals, Heritage Tours, Mosque Visits and Arabic Classes. Praxis Gobal Research UAE based companies who choose to partner with SMCCU can be sure that their employees will directly benefit from cultural awareness training, which is proven to enhance the workplace environment and help companies attain success. Some notable groups that participated in this year's programmes were Emirates NBD, Bristol Meyers, Estee Lauder, Emirates Airlines, Praxis, and Google Executives. . Google Executives Bristol Meyers Spoken Gulf Arabic Courses As part of SMCCU's educational programmes, we provide expatriates and visitors with the opportunity to learn Spoken Gulf Arabic with one of our qualified instructors.The class sizes are small and are available on week days or weekends. Our students learn traditional Khaliji Arabic, the dialect spoken in the GCC states in the Arabian Gulf. In addition we have expanded our Arabic programme, offering both Classical Arabic classes and private classes for institutions wishing to train their staff in Arabic language skills both in and outside of the workplace. . Special Events In 2011, SMCCU hosted a number of high profile special events to mark significant occasions providing traditional Emirati food and educational seminars on Emirati and Islamic history. . Highlights of SMCCU special events in 2011 include our participation in the Ramadan Tents at Dubai Festival City, Min Beladi at Dubai Mall, the Faces of the Middle East exhibition and hosting renowned author, Karen Armstrong as a guest speaker at the Multaqa venue in Mamzar. National Day In 2011, in honour of the 40th Anniversary of the UAE's unification, SMCCU hosted a full day of events in the Bastakiya open to the general public where guests attended Cultural Breakfasts and Lunches as well as Bastakiya Heritage Tours that took place throughout the day. . Celebrity Guests In 2011, SMCCU had the honour of hosting several celebrity guests across our various programmes. Martha Stewart took part in a Creekside Tour and Real Madrid footballer KaKa and his brother Digao joined us for a late afternoon Bastakiya Heritage Tour. KAKA and DTCM Afghani Government Delegates Thai Ambassador KAKA and Digao and Family Martha Stewart US Congress Q & A SMCCU Volunteers Emirati volunteers are encouraged to join SMCCU on a part time, full time or free lance basis providing them with a memorable experience and deeper understanding of the inner workings of the modern, multi cultural UAE. Culture Awareness Academy SMCCU in association with several leading UAE academic institutions provides an internship programme to inspire young Emirati students wishing to learn about their history and interact with other cultures within the evergrowing, dynamic social and business environment of the UAE. Future Projects The SMCCU Majlis Building has been completed and we are in the process of designing the interior of the venue. The space is planned to house a caf� and interactive museum about the culture, traditions, history and religion of the Emirates. We are always keen to develop partnerships with institutions who embrace the concept of cultural understanding and welcome contributors to the project. Companies List 24 Degrees ABC Tours Accor Hotels Air Berlin Al Qasr Hotel Al Shamel Travel & Tourism Al Tamimi Alpha Tours ARA Art Gallery Arabian Adventures Arabian Incentive Arabian Trails Armani Hotels Beyond Relocation Big Bus Tours Bloomberg Blue Oasis Veterinary Clinic BNI Networking group Bonnard and Lawson Bonnard and Lawson Bristol Myers British Business Group British Embassy Dubai Burj Al Arab Center for Management & Professional Development Church of the Latter Day Saints Clyde & Co Colpitts Travel, Edinburgh Cosmos Crown Worldwide Custard Communications Damas Latinas Ladies Group DHL DTCM Australia & New Zealand DTCM Canada DTCM China DTCM Hong Kong DTCM Japan DTCM London DTCM South Africa DTCM Trainee Tour guides DTCM UK Dubai Chamber of Commerce Dubai Convention Bureau Dubai Financial Services Authority Dubai International Film Festival Dubai Tourism & Commerce Marketing Dubai World Cup Guests DUBIB Dusit Thani ECL Emirates Airline Emirates Home Nursing Emirates Oasis Tourism EmiratesNBD Estee Lauder Eton Institute Explorer Publishing Face Card Falcon and Associates Federation of American Women's Clubs Overseas Flight Centre Flydubai French Ladies Association Frontier Glamour Magazine Gmasco Al Futtaim Gulf News Gulf Ventures Halliburton Hexagon HSBC Huawei IBM International Expat Community InterSystems Intouch Relocation IPR � GDF SUEZ Middle East, Turkey & Africa Italian Embassy ITE College Singapore Jebel Ali International Hotels & Resorts Johnson Controls Knight Tours KNPC Kuwait Kuoni UK Lufthansa MAF Hotel Group Marriott Hotels Meeting Point UAE Merck Sorono Michelin Move One Inc Movenpick Hotel Musafir.com National Bank of Abu Dhabi Netherlands Business Council Neutral Group Nike Oliver Wyman One & Only the Palm Orient Tours Ovation Arabia Panorama Services, Florida Park Hyatt Hotel Praxis Global Research Ritz Carlton Dubai International Financial Centre RMD KWIKFORM MIDDLE EAST LLC Sacoor Brothers Scandinavian Social Club Schlumberger Senat FZC Shell Outpost Silent Gliss Singapore Toursim Siren Events Sony Stanton Chase Sukar.com Swiss & Canadian Business Councils Swiss Arabian Tawazon TV The Address Hotel The National Business Report Thomas Cook Skymax Holidays TNS Marketing Tour Nordic TRAVCO Travelling Shoe Travelscene - Australia Travelscene Berwick UAE Ministry of Foreign Affairs Unlimited Power Online Events US Consulate US Navy Westin Hotel Women in Leadership Forum WSP E&E (Middle East) Schools/Colleges/Universities JESS Arabian Ranches ITE College - Singapore JESS School Jumeriah College K12 School Group Kings College London Kings School Dubai Leiden University Middlesex University Panorama Services - USA Nanyang Technological University New York University of Abu Dhabi Philadelphia School Raffles International School Regent International School Repton School Safa School San Jose State University School of International Training (Oman) Scout Group Dubai The Teen Group dubai Universal American School Dubai Universit�t Duisburg-Essen - Germany University of Connecticut University of Dubai University of Maryland University of North Carolina University of West Virginia Wellington International School American Academy for Girls American School of Dubai American Academy Aviation College Bradenton Preperatory Academy Cambridge International School Canadian University of Dubai Center for Management & Professional Development Deira International School DePaul Univeristy, Chicago Dubai and Northern Emirates Homeschool Association Dubai English Speaking School Dubai International Academic City Dubai Men's College Dubai Modern High School Dubai Women's College Duke University Emirates Academy of Hospitality Management Eton College Dubai GEMS Royal Dubai School GEMS World Academy German International School German University Global Indian International School Greenfield Community School Hamline Universtiy Minnesota Harvard University Higher Colleges of Technology Hult International Business School Activity Headcount Breakfast Date Public Private Public Private Public Private Public Private Public Private Public Private Public Private Jan-11 Feb-11 Mar-11 Apr-11 May-11 Jun-11 Jul-11 Aug-11 Sep-11 Oct-11 Nov-11 Dec-11 TOTAL Lunch BWT Heritage Tour Iftiar Others R. Mosque J. Mosque TOTAL CAP Public Private HEADCOUNT TOTAL ACIVITIES DONE 154 194 218 194 227 116 58 76 226 212 224 140 87 38 81 49 188 237 277 73 112 325 112 95 25 22 5 9 34 20 72 86 190 12 57 52 14 32 23 212 138 107 9 127 202 148 156 88 27 118 87 21 6 26 159 282 341 71 213 51 212 67 29 4 170 45 337 29 147 420 152 371 18 204 27 88 29 45 - 605 - 650 - 55 - 11 7 13 115 38 40 21 15 94 53 - 414 102 250 174 65 280 111 - 2,375 353 203 3,921 76 2,619 338 368 4,173 75 2,899 706 118 4,974 41 2,511 249 - 3,971 80 1,274 383 70 2,816 83 777 250 14 1,563 49 887 282 195 1,527 37 921 262 160 2,598 46 2,035 375 95 4,332 93 2,494 349 185 4,080 68 2,896 660 110 5,229 1,899 671 1,940 950 782 291 1,141 1,675 605 650 55 407 - 94 1,396 22,799 4,666 1,593 41,520 802 Q&A, Dinner, Creek side Tour 1,111 459 75 2,336 60