Pregled posta

Marketing

AIN SOKHNA: In the labyrinthine world of politics, ever more complicated by the global phenomenon of the “businessman-politician” it’s not always easy to separate the wheat from the chaff.

Nothing is simpler than lumping the usual suspects together – politicians with powerful party affiliations, who double as businessmen, running huge conglomerates, and developing mega-projects that target the creme de la creme of society and, of course, making a sizable fortune in the process.

So when the chairman of a weighty establishment like Amer Group, National Democratic Party member and former MP Mansour Amer, organizes a field visit for the press to tour his project in Ain Sokhna, it’s difficult not to be suspicious of his “real” intentions.

After all, we are journalists and it’s our job to be suspicious of those with power and influence.

But first, a disclaimer: I don’t usually accept such invitations because it doesn’t take a rocket scientist to figure out that most of these “site trips” are only after some good free publicity.

So why did I go? I was simply curious to meet the man whose new concept in Porto Marina in the North Coast was the talk of the town all summer. But if I thought there was nothing worth writing about, I said to myself, I won’t write a single word.

When we arrived at Porto Sokhna, we were greeted warmly by an extremely down-to-earth Amer, who ushered us into French cafe/patisserie Alain Le Notre, one of Amer Group’s restaurants which include other international chains like Chili’s and Johnny Carino’s.

I was surprised to find that even though the first phase of the project was not complete, a huge part of it was fully functional, with sizable luxury hotel rooms, restaurants and a marina boasting some very sleek yachts.

After getting the dime tour of the completed part of the facility, we were driven up a craggy mountain road about 190 meters above sea level, where a tent was pitched to house the press roundtable discussion.

There was nothing there but the tent and the power of Amer’s contagious imagination, which had us envision his plans for this rough plateau of seemingly impenetrable mountain overlooking the glorious Red Sea: A residential and vacation resort covering 2.5 million square meters of cliff face with the highest point measuring some 270 square meters above sea level.

This would be a good 20-or so minute drive uphill, except that when Amer is through with it, residents and vacationers won’t have to drive anywhere, all they’ll need to do is hop on to Egypt’s first and only cable car.

“And when you reach the highest peak, you’ll find yourself at a picturesque replica of an ancient Italian village packed with designer boutiques, restaurants and coffee shops,” he explained.

All I was thinking was why on earth would anybody come to Ain Sokhna to buy an Armani suit, or a pair of Christian Dior boots?

Only during the ensuing discussion did I comprehend the scale of Amer Group’s Porto Sokhna project, dubbed their most ambitious enterprise yet.

At a cost of LE 3 billion, Amer said, “we are creating a destination and changing the map of tourism in the area.”

The source of funding, he explained, was a combination of personal, pre-sale and bank loans, which will not exceed 10 percent of the total cost.

Banking on Ain Sokhna’s year-round warm climate, Amer sees no reason why this destination would not be as popular as the Swiss Alps and the Lebanese mountains.

And there’s no dearth of superlatives when it comes to listing the facilities on offer: a 2 million-square meter world class, 18-hole mountain golf course, a yacht marina, the largest spa compound in the region housing five spa resorts of various themes over a 5000-square meter area, three shopping malls with a total number of 260 shops, restaurants and cinemas, the largest swimming pool in the country at 30,000 square meters, and a 250-person capacity gymnasium.

With a luxurious hotel, hotel apartments, villas and ranches, Amer Groups hopes to promote the vacation home concept where the Group would lease the apartments year round on behalf of the owners in return for 30 percent of the rent value.

“By offering complete housekeeping facilities, the owners, who don’t spend more than one month of the year there, will get a return on their investment and we will be keeping the destination alive all year. With 400 hotel rooms and 1,690 vacation homes, we will target 2,686,400 tourist nights per year,” said Amer.

“We want to change the notion of Ain Sokhna as a weekend destination, and rebrand it as ‘Cairo’s Beach’.”

Powering this massive project, he said, is the strategic decision to allow charter flights to land at Cairo Airport, which means that vacationers are merely a couple of hours’ drive away from Ain Sokhna.

Marketing it mainly as a family destination, Amer reaffirms his commitment to the Group’s no-alcohol and none-smoking policy — none of his facilities sell alcohol or shisha, but guests and residents are

A compound eye is a visual organ found in arthropods such as insects and crustaceans. It consists of one to thousands[1] of ommatidia which are tiny independent photoreception units that consist of a cornea, lens, and photoreceptor cells which distinguish brightness and color. The image perceived by the arthropod is a combination of inputs from the numerous ommatidia, which are oriented to point in slightly different directions. Compared with single-aperture eyes, compound eyes have poor image resolution; however, they possess a very large view angle and the ability to detect fast movement and, in some cases, the polarization of light.