|
LONDON (April 13th 2007)
Well it was a big risk… but then the
Extreme Group love a good
risk!!
To think… translating what was originally
an irreverent TV channel brand into a branded hotel, they
must be mad. Well, they are and it’s proven not just a
massively successful move, but also a groundbreaking one…
and they’ve got the figures to prove it!
Yep, The first
Extreme Hotel opened its
doors onto the kickin’ Cape Town scene on the 1st November
2006, and has since gone on and smashed all its sales
targets stunning everyone involved, not least the CEO and
Founder of the Extreme Group, Al Gosling who stated, “This
really has taken us all by surprise. We knew we had to do
something pretty special with the hotel to be taken
seriously in order to extend the brand into this particular
sector. However, we never expected to receive such a
positive response from both a media and consumer perspective
of which has converted financially, we’re all absolutely
chuffed.”
Having rolled out on the 1st November
2006, the hotel’s sales have surpassed the initial
aggressive budget after only five months of trading. In 2007
they have skyrocketed well beyond the managements forecasted
sales targets. For the three months to end of March 2007,
total revenue exceeded their budgeted revenue target by 26%
…not bad I think you’ll agree. Furthermore, because of this
success Al is heading out to Dubai to speak at the third
annual Arabian Hotel Investment Conference held 28th – 30th
April 2007.
Obviously there’s a number of
contributing factors to this success, such as quality
customer service delivered, the extensive range of local
activities provided in association with the hotel (such as
bungee-jumping, shark-diving, and even a spin in a British
fighter jet), and not forgetting the hotel itself; oozing
adrenaline it boasts a five storey climbing wall on the
hotel exterior, glass wall between the restaurant and the
swimming pool so diners can watch their fellow guests swim,
and elevators made from recycled shark-diving cages and
Alpine cable cars. It’s clear, the overall success of this
new venture has been down to the superb quality and delivery
of the concept by Protea, our operating partner, and the
power and kudos of the Extreme brand.
The Extreme Hotels brand has become a
big, big hit with folks from all walks of life, many of whom
were intrigued to see how the established Extreme brand has
been translated within the hotel sector, still keeping with
its core values of Vision, Passion, Freedom, and
Irreverence. These people have not been disappointed,
enjoying the first boutique hotel aimed exclusively at
extreme sports enthusiasts.
This is the dawn of a groundbreaking
movement for the Extreme Group, and their first hotel is at
the pinnacle of this motion… Extreme Hotels are very much
‘breaking the mould’ and we love it!!
What the press have been saying.
http://travel.iafrica.com/accommodation/681333.htm
http://www.men.style.com/news/travel/120106
What the people have
been saying.
"...you have a brilliant concept going with the extreme
hotels. It is one of the freshest and funkiest concepts I
have seen for a while and I must say was grinning from ear
to ear reading through the site for the CPT hotel. I wish
you all the best for the future and every success for both
your CPT hotel and future hotels."
Director of Sales and Marketing
Oman World Tourism L.L.C
Biz Opportunities:
With a clear market positioning and
target audience craving this product, there’s obviously a
bunch load of opportunities to rapidly expand this
adrenaline oozed hotels chain worldwide. Hence the Extreme
Hotels groovers and shakers are looking for hotel operating
partners and property owners on a territorial and exclusive
basis to work with them to grow the business and brand
around the world, namely across surf, snow and urban
environments where extreme sports are part of the culture.
For more information about Extreme
Hotels contact:
Gemma Parkinson, (t): +44 (0) 207 244
1000
(e):
gemma@extremeinternational.com or visit
www.extremeinternational.com
Notes to editors:
Extreme Hotels
The first Extreme Hotel opened it’s doors
on the 1st November 2006 in Cape Town, SA and is an all-new
130-bedroom hotel located on the foot of Table Mountain
giving great access to all that’s on offer. To give you a
taster, the bedrooms have an extra length king size bed,
walk in shower, complimentary wireless Internet access and
flat screen LCD TV, etc. The hotel extras include a 5-storey
climbing wall on the outside of the building, ‘Bose’ sound
room for guest use, 6 sound & vision chairs, swimming pool
that changes colour and has underwater music, pool deck that
overlooks Table Mountain, non-smoking public area with a
dedicated smoking room and a Breakfast, Lunch and Dinner
restaurant offering ‘the whole shebang’.
How did we do it you ask? Well… Extreme
Group; one of the world’s fastest growing youth focused
brands, and Protea Hotels; Africa’s leading hotel operator
have all got together to make it happen and are now seeking
further funding for this new (Ad)Venture, to create and roll
out the new groundbreaking and revolutionary hotel chain,
Extreme Hotels.
Extreme Group
Extreme Group was started in 1995 by Al
Gosling, founder of the Extreme Sports Channel and is a
collection of businesses with a shared brand and shared
values. Aged 24, passionate about extreme sports and unable
to find a job that interested him, Al set up Extreme. Today
Extreme delivers a range of branded lifestyle products and
services including, Extreme Entertainment (TV), Ex Stores,
Extremepie.com (online retailer), Extreme Mob (an MVNO
mobile phone network), Extreme Drinks, Extreme Hotels, Ex
Parks (sports based theme parks), Ex Freshies (cafés),
Extreme Cred, Ex Travel, Extreme Element (sports courses and
experience voucher service), Viledge.com (first ‘real time
live’ social network), Extreme Mayhem (paintball), Extreme
Medics, Ex Decko (large pic and graphic service), Ex Raw
State (apparel and footwear range). Extreme employs 247
people and operates in more than 70 countries around the
world. The Extreme Sports Channel gives the Extreme brand
continuous 24/7 exposure and reaches over 40 million homes
in 60 countries around the world. For more information
please see the ‘About us’ section or sign up for all news
offers and updates on
www.extremeinternational.com
|
