sports developments insight
1 Victory Heights
1
FAIRWAY TO SUCCESS
Talal Chihabi, head of sales, marketing and PR for Victory Heights, talks to
magazine about the viability of sports-themed communities in the UAE and wider region
With Dubai’s Meydan City centred on horse racing, Abu Dhabi’s Yas Island synonymous with motorsport and Bani Yas’ Bawabat Al Sharq oriented around a football stadium, it’s clear that sport is a common hook for com- munity-led developments in the UAE. But perhaps the most widely used sporting model across the region is golf, as displayed in projects such as Emirates Hills and Jumeirah Golf Estates in Dubai, Abu Dhabi’s Golf Gardens and Riffa Views in Bahrain. One of the golf-centric projects currently under development is Victory Heights, located in the heart of the US$4 billion Dubai Sports City site. The 2.3 million- square-metre project overlooks the manicured lawns of the completed 18-hole golf course, designed by world championship-winning golfer Ernie Els. Victory Heights is a joint venture between master developer Dubai Sports City and Bahrain-headquartered Arcapita Bank, and has been designed by local archi- tecture firm Diar Consult. In February 2010 it was announced that all villas have received electrical con-
nection and that handover has begun of the fourth of seven villages. Talal Chihabi, head of sales, marketing and PR for Victory Heights, elaborates on the project’s status and explains its rationale.
How many units in Victory Heights have been sold?
We have seven villages with a total of 961 villas, of which we have sold 777 and handed over 400 between March 2009 and February 2010. This is a multi-phased handover – our target is to hand over all 750 villas in phase one by the end of this year. This is for five out of the seven villages – the other two villages have not yet been sold.
Why is sport often used as a hook for developments in the region?
Sport is becoming a very important factor in new developments. The sports focus and health concerns of today’s generation have forced most developments to have a sporting theme as their main hook, from high-rise towers to whole community developments.
Which sports are most viable to use as a hook?
Golf is one of the most desirable sports and therefore it has become one of the most viable models in the UAE. Look at the number of golf course-related residential communities across Dubai alone. If you look at the wider region, there are similar communities coming up, which are following Dubai’s initiative in creating these types of communities. This model has proved to be successful, firstly because the beauty and greenery of the course brings peace and relaxation to families. There is an increasing desire of homeowners to be golfing or practicing golf. Aside from golf, watersports is another theme that developments can look at, while bodybuilding and health clubs are also important.
Are most buyers in Victory Heights drawn by the golf course?
We cannot say the majority are, but a large portion of the homeowners are driven by the golf course hook. But we can say that a similar number of residents want to enjoy the golf course – the view of green areas and the peaceful and relaxing nature – the feeling of having the golf course close to their boundary walls. It’s desirable to have a golf course close to your house – this is what we have been experiencing with our homeowners.
Is it important that each villa has a good view of the golf course?
Yes, this is a big consideration for other golf devel- opments in the region as well. A view of the fairways is considered from each villa. Of course, maintaining the golf course in a good condition is a major challenge.
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apr-may 2010
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