FEBRUARY 2012 |
www.opp.org.uk
WINNERS BEST DEVELOPER-MENA Gold: Orascom Sawari
What did Orascom Sawari say it its entry form? “With its sunny and warm year-round weather conditions and its crystal blue water, the Egyptian Red Sea coast was an obvious choice for Sawari’s new world-class Marina at Sahl Hasheesh. The planned scheme is owned by the Egyptian Resorts Company (ERC) (which is also the owner of the Sahl Hasheesh International Resort Community - SHIRC) and the project will be developed by Orascom Development and Management (ODM). Our Arabian and Egyptian roots have inspired the Sawari project. The name Sawari means ‘ship masts’ in Arabic. Located 20 minutes from Hurghada International Airport, the Sawari plot nestles in the picturesque Sahl Hasheesh Bay (SHB) and covers an area of 2.5 million square meters, with an expansive natural harbour offering perfect conditions for yachting, sailing and a variety of other water sports. Our plan is to make Sawari a luxury destination and add a lot of value to the entire community of SHIRC. Our mission is to become well known on the world map of great marina resorts and great care was taken during the selection of our location. And keeping our roots at the back of our mind, Sawari lies in what was once a vibrant trade route travelled by ships from all over the world, carrying spices, precious gems and textiles. SHIRC will offer its visitors an exclusive marina and yacht club,
“Our mission is to be well known on the world map of great marina resorts and our location is vital”
luxury hotels, fi ne dining, boutique shopping, cafes and hip bars. Sawari will also be able to host more than 330 yachts and mega yachts, and help to increase tourist traffi c levels on the Red Sea coast. Sawari’s natural elevations and
contours enabled ERC-ODM (the owner/developer partnership behind the scheme) to develop a master plan with American concept planners
WATG Inc, in which all of the units are guaranteed a view of the marina, the beach or the lagoons.
Activity options in the pipeline include 3 luxury hotels (one of which will be a 7 Star development) boutique hotels, a yacht club with international management, multiple pools across the project, a horse riding club, entertainment areas, aqua activities centre and a children’s area … plus access to 2 world-class golf courses, the old town, a cinema complex and a future school and hospital scheme. To get investors into place, Sawari has set up a 4-year fi nancial package that asks clients to pay in instalments, with units ready for delivery 3 years after the contract date.
There is also a 10% deposit threshold and the scheme is clearly targeted at foreigner buyers. To be a world-class marina, we have
OPP AWARDS FOR EXCELLENCE 2011 | 61 Developer profi le
What does Orascom Sawari do?
Sawari is the result of collaboration between two giants in the world of Egyptian real estate. The development site is owned by the Egyptian Resort Community (ERC), which also owns Sahl Hasheesh Bay, and the construction work is being undertaken by Orascom Development and Managment (ODM), a subsidiary of Orascom Development Holdings (ODH). Sawari is designed to be a world-class project built around a marina. Sawari chose to work with ODM because it has already developed 12 marinas internationally in the past. Sawari’s back office team consists of 30 people dedicated to its development including architects, marketing personnel, sales and finance staff.
of the different zones on the site - will be infused with an Arabic touch. The turquoise water and the yellow sands have even ben used to inspireour colour schemes.
Client selection is key, and as our soft launch phase comes to a close, targeted yacht owners, lovers of the
individuals and 3% for corporate deals, and the commission is paid on completion and delivery of a signed contract. However, there are further incentives to encourage effort, awarded according to an agreed scheme. Future plans include a scheme to reward the best agency performance
“All client history is in our system from preferences and payments timelines, to complaints”
on a quarterly basis. Agents invoice us for the commission due, and this is paid 30 days later. Also, excellent customer service
is important to us. Sawari has a strict 24-hour policy on getting back to clients inquiring via our call centre. We are developing a CRM to
Safe harbour | Marina lifestye buyers are being targeted by the Orascom scheme
set out to be an exclusive niche project that people talk about. Our marketing and sales strategy is carefully targeted at the upper part of the market and we focusing on investors from the main European markets … Britain, Germany and Italy. We want high-end clients seeking either a holiday home or a retirement home in a sunny beach destination that offers water-based activities such as yachting, sailing or snorkelling. Upmarket Egyptian buyers are the secondary market, and we will appeal to investors who want to be part of a discreet and unique community. To feel authentic and true to our Arabic origins, everything about the project - from the design of the units to the naming-style and the typeface
marina life style and suitable targets on the Orascom database have all been offered special rates tailored to their needs.
The sales target for the pre-launch phase, which started in November 2010 was $10 million … but hit more than double that amount in bookings after only 15 days on the market. Overseas buyers remain the priority and our international agents all receive a detailed training course on our development. We give our agents all the
product knowledge they will need and take them through our printed marketing materials, site visits, the tone to be used, and what are the key attributes. The commission structure is 1% for
ensure that all client history is registered in our system. Client preferences, payments timelines and complaints are all registered. We also send our in-house sales team on training courses like “Retail Leasing” – a course led by the MESCC (Middle East Shopping Centres Constitution). We want to ensure that our team is always up-to-date on the latest selling techniques. Finally, from an environmental perspective, great care was put in Sawari’s planning phase to protect the Red Sea’s real treasure … its “coral reefs”. Sawari’s location provides a natural entrance for the marina, which made planning and construction smoother. Due to the sanctity of the location, all construction materials are approved as environmentally friendly.”
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