brochure el sery final

Prospectus

Developed and owned by

WOW

2 PURE Wellbeing ResortDeveloped and owned by EL SERY

Contents

1 Welcome to an investment in your lifestyle that comes with a healthy return

2 What? Who? Why?

3 PURE Wellness

4 PURE Families

5 PURE Sports

6 Culinary Delights

7 LocationandtheGeneralArea

8 PositioningoftheResort

9 DemandGeneratorsforOccupation

10 TheProperties

11 Purchase Procedure and BankGuarantee

12 FAQs

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3PURE Wellbeing ResortDeveloped and owned by EL SERY

Everynowandagainyoufindanexquisitecorneroftheworldwhichiseverythingyouwant

and more.

Aplaceofpeace, relaxation and happiness.

Anunspoiltplace,locatedonthewestcoastoftheRedSeainaregionfamousforoneofthe

mostimpressivedivinglocationsintheworld

AplacecalledMarsaAlaminEgypt.

Dutch-ownedElSeryforTourismDevelopmentisdevelopingaresortwiththeaimofcreating

an upmarket paradise in which you can achieve the best of both worlds: an investment in your

lifestylewithahealthyreturn,allinbeautifulupmarketsurroundingsappealingtoperceptive

owners/investors.

Theyaresucceedingbygivingattentiontoeverylittledetailandinvolvingonlythebestpartners

inthedevelopment,constructionandoperationoftheresort.Creatingatrulyuniqueexperience

which will ensure the long-term success of the resort.

The PURE Wellbeing Resort wants its guests to forget the stresses and strains of modern-day

livingandfeelfullypampered,caredforandtotallysupportedbythethreecomplementary

pillarsoftheiruniqueresort...

• WELLNESS

• FAMILIES

• SPORTS

These three pillars are supported by high-end culinary delights.

ThePUREWellbeingResortoffersahealthylifestyle,highqualityfoodanddrinkfromallcorners

oftheworldandafullandsafeentertainmentprogramforyourchildrenwhileyourelaxwith

meditationormassageorplayawiderangeofsportswithprofessionalinstruction.Soifyou’re

lookingforsomewherethatoffersallthisforafractionofthepriceyouwouldexpect,andyou

wanttomakeahealthyreturnonyourinvestment,thencongratulations,youhavefoundit!

PUREHotels&Resortsaresynonymouswithluxury,peaceandharmonyinexceptionallocations

atverycompetitiveprices…beautifullypackagedandreadyforyou.

Every now and againyoufind

a developer who caresalittlebit

more than the rest

Unique World of Wellness

concept

1Welcome


Pricesquotedare fully inclusive of furniture and purchase costs

7% rental contract issuedforlifetime

of ownership

2


What is the PURE Wellbeing Resort - Marsa Alam?

• UniqueWellnessandLifestyleconceptinMarsaAlam,Egypt.

• Front-lineluxurysportsandleisurefacilitiesina5-starresort.

• FivehoursflightfrommostEuropeanAirports.

• 30minutesdrive-timefromMarsaAlamInternationalAirport.

• Two bedroom apartments furnished and decorated to a high standard.

• Lifestyleownershipavailableforanintroductorypriceof€19,995forthefirst200shares.

What is Lifestyle ownership? AtthePUREWellbeingResort,thereisasystemthatenablestenindividualstotakeownershipof

asingleproperty.TheschememeansthatbuyersactuallyOWNtheirshareofafullyregistered

propertyand,asashareowner,theyarenamedonthetitledeed.Inotherwords,theyhavea

real and tangible stake in the property purchased.

How does it work?ThePUREWellbeingResortdividestheapartmentsintotenequalpartsandthepriceyoupay

includeseverything:furnitureanddecoration,legalfeesandpropertyregistrationfee.

Features and BenefitsALifestyleownershipentitlestheownertomanybenefits.Thethreekeybenefitsare:

1. A rental contract for lifetime of ownership (99 years) at 7% of the share purchase price.

Thisincludesabankguaranteewhichcoverstherentalincomeforthefirstfiveyears.

2. Every year eight days free stay at the resort in a two bedroom apartment. The owners can

staythemselves,rentouttheirallocationorletitbeusedbytheirfriendsorfamily.Inother

words,theoccupantsdonothavetobetheowner.Therearenorestrictionsonwhocan

stay.

3. The share owner receives 100 free Wellness credits every year to use for any Wellness

service within the resort. These 100 credits are worth €750 per annum and will be given to

eachinvestoreveryyearfortheirfirstfiveyearsofownership.Thewellnesscreditscanbe

used by the owners themselves or by any other person occupying the apartment on their

behalf.

Additional/secondary benefits• Bank guarantee will be issued by a leading European bank.

• IfyouuseupyourfreeWellnessCreditsinanyofthefirstfiveyearsyouwill,asanowner,be

entitledtoobtainadditionalwellness-serviceswitha50%discountonthenormaldeskrate.

• Also,afterthefifthyear,allWellnesstreatmentsandprogramswillstillbeavailableforshare

owners with a 50% discount on the normal desk rate. The half-price deal carries on.

• Yourpropertywillbeavailableforeightdaysoffreeownuse.However,alongerstayis

possibleathalf-price.Therentalpricethatshareownerswillpayis,onceagain,setata

discountof50%offthedeskratesforthereservedperiodinthatyear.

• Ifyouareunabletostayattheresortinaparticularyear,asanowneryouwillgetarefund

fornotusingyourweek’sstay.Thisnettrefundisbasedontheoccupancyrateandonrental

prices in the year in which this non-usage occurs.

Bank guarantee issued by a leading

European bank

Front-lineluxury5-star resort with

sports and leisurefacilities

2What? Who? Why?


Only€150annualmaintenance fee

required

Rental contract not dependent on constructionrate

2


• Therentalcontractstartsatthefixeddateof1January2012.Thismeansitisnotdependent

ontheconstructionschedule.

• Freebookingsystem,whichmeansthatthereishighchanceofavailabilitywheneverthe

share owner wants to go.

• Bookings can be made one year in advance up to last minute according to availability.

• Theapartmentsallowuptofourpersonstostayatanyonetime.Wecanprovideextrachild

bedsonrequest.

• ShareownersgetaccesstoaspecialVIPmembersectionwithintheresort.Thisincludesa

hostedVIPsectionatthebeach.

• Accesstoallbasicfacilities(SwimmingPool,Spa,Gym,Snorkelling,etc.).

• Accesstoprofessionalcoachesforapersonalconsultation.Thisisavailableforpurchase

with Wellness Credits.

• There is a full Wellness wellbeing program available for share owners during their stay. This

program is available for purchase with Wellness Credits.

Inadditiontoallthis,themaintenancecompanyofElSerywillberesponsiblefortheupkeepof

theresortandthepropertiesandalsoformaintainingeverythingatastandardappropriatefor

its purpose.

Theonlyannualfeetheshareownerneedstopayisthemaintenancefeeof€150apportioned

to every property share.

Who?

Everyone involved with this project is dedicated to ensuring that the concept of the PURE

wellbeing,adventure,health,funandrelaxationexperienceisdeliveredtothehighestpossible

qualitystandards.Wearefocusedongivingourgueststheverybestservicelevels.

Restassuredthatgivingourguestsahighqualityinvestmentandfirstclassexperiencewillalways

befirstandforemostinourteam’smind.

VIPmembership available

Dedicated to the highestqualityand

service levels

2


El Sery takes corporate

responsibilitiesvery seriously

Afirstclassfinishinbeautiful

surroundings

2


HistoryElSeryforTourismDevelopmentS.A.E.(SociétéAnonymeEgyptienne)isanEgyptianjointstock

companyestablishedon4August2004todevelopatourismprojectinthecentreoftheMarsa

Shagraregion…betterknownasMarsaAlam.FromDecember2007ElSerybecameaDutch

ownedandmanagedcompany.Themissionofthemanagementteamistomixtheirextensive

localknowledge,theircultureofhospitalityandtheirtraditionalbusinesspracticeswitha

European way of handling things.

Workstartedatthesiteon15September2008andatremendousamountofconstruction

progress has been made to date.

Environmentally friendlyElSerytakesitscorporateresponsibilitiesveryseriouslyindeed,especiallywhenitcomesto

environmentalimpact.Toensurethateverythingisdoneproperly,afullenvironmentalimpactreport

wasundertakenatthesitebeforeanyactivitystarted.Allofthekeyrisksandissueswereidentified

rightfromthestart.Forinstance,becausewaterissuchapreciousresourceinMarsaAlam,they

haveconstructedawaterpurificationplanttoprovidecleanwaterandwastewatertreatmentfor

irrigation.

ElSeryhasalsothoughtaboutitsimpactonthelocalpopulation.Itisusinglocalworkersonthe

constructionsiteandwilluselocalstaff,togetherwithEuropeanmanagement,tooperatethe

hotelandfacilitiesaswell.Theschemewantstobeagoodneighbour.

ProfessionalThePUREWellbeingResortisdeterminedtoexceedallexpectationswithhighquality

constructionstandardsandafirst-classfinishinbeautifulsurroundingswithmanyfacilities

catering for every possible need.

BycombiningthebestofitsEgyptianandEuropeanmanagementbackground,ElSeryis

alreadyconsideredasaseriouspartnerbyotherdevelopersintheregion,aswellasbythelocal

authorities.DevelopingabigprojectlikethePUREWellbeingResortbringschallengesbutalso

greatopportunities.Ourinvestorsarelookingtothefutureoftheregionwithconfidence.

HospitalityCultureTradition

Relentless commitment to

quality

2


El Sery (for Tourism Development)

OurManagingDirectorshaveworkedintheinternationalpropertydevelopmentbusinessfor

decadesandwereresponsibleforsellingandmarketingvariousrealestateinEuropeancountries.

ElSerywasfoundedwiththeaimofprovidinganewsetoftrueinvestmentopportunitieswitha

relentlesscommitmenttoquality.

• ElSeryfocusesontheenormouspotentialthatthelocationontheRedSeaCoastinEgypt

offers.

• ElSery’saimistoworkalongsideitsinvestorswiththesamegoalofgeneratinglong-term

profitsforall.

Insummary,ElSerybuildsfortourists,sellstoinvestorsandthenmanagesandoperatesthe

resorts.

ElSeryiscommittedtotransparentandopencommunicationwithallofitsstakeholders.

Althoughtherequirementsofthebuyersandthevisitorscanoftenbedifferent,ElSeryfeelsthat

theethosthatithasdevelopedoffersasolidbasisforfuturesuccess.

World of Wellness (WoW)

Preventive Health CareWorldofWellnessisaserviceproviderintheareaofpreventivehealthcare.Theircoreconcept

isthattheyoffertheirservicesinafullyintegratedmanner.ThefocusofWorldofWellnessis

onthreemaintopics:Nutrition,ExerciseandRelaxation.Moreimportantly,ontherelationship

whichexistsbetweenthesethreetopics.

They have a clear view on health: Health is more than the absence of disease. Health is a state

ofoptimalwellbeing.WorldofWellnessisthereforenotamedicalinstitution.Theiraimisto

providetoolstotheirMemberstohelpthemavoidbecomingill.Theyusetheknowledgegained

withinthemedicalprofessioninrenderingtheirservicestotheirMembers.

Thebuildingblocksoftheirprogramare:theWellnessTest®,theWellnessIndex®,thePersonal

HealthMaintenanceProgram,DigitalCoachingandMonitoring.

WorldofWellnessdeliversit’sservicestomediumsizedandbigcompaniesandorganisations

assistingthemtoguidetheirstafftoahealthierlifestyle.

2


The resort operations are carried out by PURE Hotels & Resorts.These operations are supported by:

Lindner Hotels Real Estate GmbH

Involvement in the PURE Wellbeing Resort - Marsa AlamLindnerHotelsRealEstateGmbH(LHRE)wasappointedbyElSerytodeveloptheconceptand

designofthepublicareasandfacilitiesinthePUREWellbeingResort-MarsaAlamdevelopment.

LHRE’sinvolvementstretchesfromtheconceptanddesignoftheprojecttotechnicalconsultancy

duringtheconstructionphase.

Thisincludesconceivingandrecommendingoflay-outsoffoodandbeverageoutlets,

entertainment,facilities,thesportsandleisureoptions,thefitnessandwellnessareasandthe

retailstores.Furthermore,LHREwillconsultinregardstotheorganisationofthebackofhouse

departments,logistics,staffhousingandtraining,andlandscaping.LHREalsoadvisesonstaff

facilitiesandutilitybuildings.

Onthetechnicalandbuildingfront,LHREconsultsontopicssuchasorganisingthebuilding

management,onpreparingtenderandcontractdocumentsandonenergymanagementwithin

the resort.

About Lindner Hotels Real Estate GmbH

LindnerHotelsRealEstateGmbHhasitsheadofficelocatedinDüsseldorf,Germany.Foundedin

2005,LHREdeliversawiderangeofservicesinregardstohotelrealestateandhotelengineering.

LHREoffersaholisticexpertiseinthehotelandtourismindustryandusesitsknow-howof

differentproductsandconcepts,marketsandlocations,playersandcompetitors.

Amongothers,theservicesofLHREincludeconsultancyduringhotelplanningandrealization

and,moreover,projectdevelopment.Furthermore,LHREadviseshotelownersandoperators

intheirrespectiveoperativeneedsandconductsandaccompaniesduringtransactionsofthe

hotel.TheManagingDirectorofLHREisJohannKerkhofs,whobenefitsfromathoroughworking

experienceinEgyptofmorethantenyears.

Servomed

Servomedhasbeenaleadingsupplierofmedicalandwellnessequipmentformorethan

30years.Tenyearsago,theyintroducedtothemarketafullrangeofaestheticandbeauty

equipmentsuitableformedicaldoctors,dermatologists,plasticsurgeons,beautysalons,hotels,

health clubs and high standard health Spas.

Twoyearsago,thecompanybeganfocusingonSpasandalltheirrequirements,startingfrom

design.Servomeddesigns,finishes,furnishesandequipshighstandardhealthspasanditsclients

includetheIntercontinentalHotelsinHurghadaandCairoandtheNewMovenpickSPAinElGouna.

ServomedwillsupplythePUREWellbeingResortinMarsaAlamwithequipmentandfurniture

aswellasconsultancyservicesandsubsequentimplementationasregardstothelayoutand

architectural design of the Wellness areas.

2


Why the PURE Wellbeing Resort in Marsa Alam?

ThePUREWellbeingResortisatotallyuniqueconcept.TheexperienceofstayingatthePURE

WellbeingResortisquality,luxuryanddiversityatitsabsolutebest.

Theycombineeverythinganyonecouldpossiblywanttoexperienceinaholiday.

• Wide range of wellness services

• Manyfacilitiesforfamiliesandchildren

• Widerangeofsportfacilities

• Culinary delights

• Peaceandquiet

• Activityandadventure

• Entertainment and fun

• Luxuryandquality

ThePUREWellbeingResortisaspaciousresort,designedtoalloweveryonetoexperiencetheir

own environment in their own space without disturbing each other.

Indesigningtheresort,specialattentionwasgiventocateringforallneeds.Ifyouwanttoreada

book without being disturbed while your children are playing and having fun with their friends in

thepool;onthePUREWellbeingResortthisisalwayspossible!

Wefocuspurelyontheguestwhowantsauniqueexperiencecombiningadventure,health

andrelaxationinaqualityenvironment.Wefocusontheguestlookingforluxuryandhigh-end

servicelevels.Youcansimplyloungeinthesunoryoucantakeadvantageofthemanyfacilities

andservicestheresorthastooffer.

Forthosewholovehighqualityfoodanddrinksfromthedifferentcornersoftheworld;PURE

WellbeingResortoffersarangeofgastronomicdelightsinitsrestaurantsandbars.

Forthoseofourguestswholiketoworkontheirmentalorphysicalhealthorjusttorelax,PURE

WellbeingResortpresentsWorldofWellness(WoW)withallyoucouldeverwantwithinreach

for the care of your mind and body.

Forthosewholovesports,PUREWellbeingResortoffersarangeofactivitiesfromhighimpact

tolowimpact.Intheresortyouwillfindmanyprofessionalinstructorsforprivateclassesand

training in case you wish to follow a personal approach.

Furthermore,ifyouareonholidaywithyourchildren,theycanbeentertainedwhilstyousmoke

aCubancigarinthespecialVIPcognacloungeoryouhaveastrollthroughthemanyluxury

boutiquesinsidetheresort.

LocationisvitaltooofcourseandatthePUREWellbeingResortyouwillfindbeautiful

surroundings,acrystalclearseaandafascinatingcoralreef.

Vast range of gastronomic

delights

Atotallyuniqueconcept

2


The first of the three resort pillars is dedicated to Wellness.

The Concept

“YourWorldofWellness”(WoW)isanestablishedandrecognizedbrandname.YourWorld

ofWellnessisaserviceproviderintheareaofpreventativehealthcare.Theircoreconceptis

toofferservicesinafullyintegratedmanner.ThefocusofWorldofWellnessisonthreemain

topics:Nutrition,ExerciseandRelaxationandtherelationshipwhichexistsbetweenthem.

ThebuildingblocksoftheWoWprogramare:theWellnessTest®,theWellnessIndex®,the

PersonalHealthMaintenanceProgram,DigitalCoachingandMonitoring.

TheWoWconceptincludessharedownershipsalesofluxuryhotelapartmentsincluding

membershipoftheWoW,useofthehealthclubfacilitiesandprogramsatthePUREWellbeing

ResortinMarsaAlam.Anownerofasharedownershipapartmentbecomesamemberofthe

World of Wellness.

How it works

WithintheWellnessconceptofthePUREWellbeingResortinMarsaAlam,youhavethechoice

betweenusingtheWellnessservicespurelyforpleasureandrelaxationortousetheWellness

facilitiesforpreventionpurposes(oracombinationofthetwo).

Personal Health Maintenance

Program

3PURE Wellness

Pleasure and relaxation


Personal Prevention programWhereyouaremainlyinterestedinusingthefacilitiesandservicesforpreventionpurposes,the

following applies:

Wellness test:Toassessyourlevelofwellbeing,youcanchoosetohaveanonline/digital

wellnesstestfollowedbyaphysicaltest(duringyourstayintheresort).

The digital/online Wellness test can be completed at home before your stay in the resort.

ThephysicalWellnesstestyoushouldideallyhaveonthefirstdayofyourstayattheresort.This

would be conducted in the resorts dedicated clinic.

Personalprogram:Followingthesetests,a“PersonalHealthMaintenanceProgram”(PHMP®)will

berecommended,settingoutindetailthedo’sandthedon’tstoachieveoptimalhealthanda

state of wellbeing.

Youareentitledto€750,-worthofWellnesscreditseveryyearforthefirstfiveyearsofyour

ownership(asmentionedinsection2.1).Youcouldchoosetousesomeofthesecreditstofollow

thespecialpreventionprogramsthatareavailableduringyourstaywithintheresort.

BasedontheresultsfromyourpersonalizedWellnessTest®yourPHMP®isdesignedtofityour

needs.ThePHMP®highlightsthestrengthsandweaknesseswithinyourWorldofWellness.Each

ofyourindividualresultsarepresentedandexplainedindetailandaprogramforimprovementis

outlined for the coming year.

YourpersonalizedHealthMaintenanceProgramwilloffersuggestionsforimprovementin

Nutrition,Exerciseand/orRelaxation.

Ifyouoptfortheseservicesandyoudecidetofollowtherecommendedwellnessprogram,you

willreceivemanysuggestionsandoptionswithinone(orall)ofthethreefocusareasyouhave

chosen which are easy to implement once you are back at home.

Onlineandphysical

Wellness test

Your ownpersonal prevention

program

3


BasedonthisPHMP®,youwillreceiveafullHealthProgramwithservicesandtreatment

according to one of the three focus areas:

Nutrition:servicesrangingfromnutritionalguidanceorcookinglessonstopersonalcoacheswill

helpyoutofocusontheNutritionarea.IfyourPHMP®requiresyoutoloseweight,forexample,

you can choose from a range of diet programs that are suitable for you and you can learn how to

prepare healthy low calorie meals during the cooking classes that are given in the resort during

your stay.

Exercise:IfyourPHMP®requiresyoutoincreaseyourphysicalactivity,forexample,duringyour

stayyoucanhavearangeofexercisesorspecialtraininggivenbyqualifiedinstructorsthatare

suitable for you.

Relaxation:Arelaxationprogramisalsoavailable,forexample,tomanagedailystress.Private

trainerswillhelpyoutoachieveahigherfitnesslevel,oryoucanenjoytherelaxingpowerof

yoga.Duringyourstayintheresort,ayogamasterwillguideyouintheworldofrelaxationtoa

stress free body.

Asmentionedbefore,youalsohavethepossibilitytousetheWellnessservicesandfacilities

according to your own preferences thereby not following any kind of program just using the

servicesandfacilitiestorelax.

3

Three focus areas: NutritionExerciseRelaxation


Facilities and Entertainment

Thesecondofthethreeresortpillarsisdedicatedtofamilies,withspecialfacilitiesandprograms

atthepools,atthebeachandfordining,providingexclusivechildcarecentresandgivingthe

parentsextrasecurity.

Creatingaresortwithintheresortoffersfamiliesalltheyneedforanunforgettableholiday

filledwithpureentertainmentandenjoymentforthechildrenandastress-freetimeforparents

knowingthattheirchildrenarehappyandwellcaredforbytrainedstaff.

Forfamilieswithchildren,thePUREWellbeingResortprovides,withineasyreach,allyoucould

everwantforeverymemberofthefamily,nomatterwhatage.

Thefamilyresortoffersnannyservices,swimmingclassesandallkindsofSportsclassesfor

differentagegroups.

Family Activities

• Weekly Welcome Party

• MiniFootball

• Basketball

• Badminton

• Swimming

Exclusivechildren’sclub

4 PURE Families

Allsportsforall ages


• Table Tennis

• Beach Volleyball

• GrillEveningsattheClubHouse

• FirePlaceWithMusic

• DJandKaraoke

• BabyDanceandchildren’sShows

• BeachGames

• DinnerParties

• Movies

• ThemedNights

• Gym

• BMXBiking

Parents facilities and entertainment

• Exclusivebuffetrestaurantandloungebar

• Billiard and darts room

• Library

• Beauty centre

• Hair stylist

• Cigar and cognac lounge

• Musicandrelaxzone

• Gamesroom

• Bar lounge

• OpenAirHealthclubandmassagetents

• InternetCafe

• Disco/NightClub

4Well cared for by

trainedstaff

Privacy for couples


Tailoredactivitiesand programs

Pure fun and wellbeing

Children’s facilities

Anexclusivechildren’sclubandchildren’spoolsupervisedbyaprofessionalcaretakerwillgive

parentsextrasecurity.Thefamilyresortwillofferfacilitiesandentertainmentfortwoagegroups

sothatchildrenofallagesarewellcaredforandcateredforandcanenjoyinteractingand

making friends with similar aged children. The groups are:

A:Ages4to9(Kids)

B:Ages10to16(Teens)

Facilities include

• Children’sreceptiondesk

• Creativeroom

• Small cinema

• Sleeper room

• Gamesroom

• Shadedoutdoorchildren’splayground

• Shadedchildren’spoolwithtoys

• Water slide

• Halfpipeforinlineskating,BMXbicyclesandskateboards

• Specialchildren’s’restaurantwithasmallplayground,televisionandgamesarea

• Indoorchildren’splayground

• Childcare;Thefamilyresortoffersfullnannyservices

4


Continuingourresort’sthemeofpurity,weofferPURESports.Thesportsfacilitieswillcaterfor

allabilitiesofsportsfromgentleexercisetoextremesportingactivities.

ThethirdresortpillarisdedicatedtoSportswithspeciallytailoredactivitiesandprograms.The

sportresorthasaseparatereceptiondeskwithinthemainreceptionbuilding,whichisshared

with the family resort.

Sporting facilities in the resort

• Tennis courts

• Basketball courts

• Volleyball courts

• Beach Volleyball

• MiniSoccercourt

• Boccia

• Swimming Pools

• Table Tennis

• Diving

• Squash

• BMX

• Water Slide

• Gymnasticoutdoortent

• Archery

• Vita Parcours

• MiniGolf

• Half Pipe

• Changing rooms with toilets and showers

Thesportsectionoftheresortwillofferawiderangeofdailyactivitiesguidedbyfullyqualified

professional instructors. Sports lessons with private teachers will be available to all guests.

Aprogramwillbelaunchedtoincludea“healthcheck-up”attheclinic,basedonthe“Worldof

Wellness” concept.

5PURE Sports

Fromexercisestoextremesports

Fullyqualifiedprofessional instructors


Sportsfacilitieswillbeconnectedtothe“WorldofWellness”,includingahealthclub,(sport)

massagesandOlympicsizedpools.

Dailyswimmingpoolgames,basketballtournamentsandmorearefurtheractivitiesofpurefun

and wellbeing.

AprofessionalEuropeansportscompanywillbecontractedtomakesurethehighestpossible

qualityandsafetystandardsaremet.Thiscompanywillberesponsibleforprovidingsupervision,

trainingandeventualmaintenanceforthe“day-to-day”operation.

The team will employ English speaking local people to support local involvement and

employment and to avoid language barriers with guests from the local market. The team is

supervisedbyadedicatedteamofEuropeanManagers.

Children’s Sports and Entertainment

Thesportsteamwillalsooverseethechildren’sclubsandberesponsibleforthesupervisionof

this area.

Children will have a wide range of sports and entertainment programs available throughout the

day and evening.

Entertainment facilities and sport activities will include:

• Children’sClubSports

• Body Boarding

• PoolJetRacers

• RaftRacingatthepools

• Quadsrunners

• Camel and Horseback Riding

• Dance Classes

• BMX

• Half Pipe

• Table Tennis

• MiniGolf

Qualityandsafetystandards are met

5


FortheguestsofthePUREWellbeingResort,highqualityfoodanddrinksfromallcornersofthe

worldisveryimportant.EspeciallyinEgyptandonthehotelresortsintheRedSeaarea,there

isnosuchthingasahighqualityculinaryoffer.Allavailableresortsfocusentirelyonthemass

market and the lower to middle class segment and the food and drink policy is set accordingly.

However,inthePUREconcept,foodanddrinkplaysavitalrole.Itisamaincontributortothe

optimalstateofwellbeingwhichPUREWellbeingResortaimstoprovidetoit’sguests.

Food and beverage

PUREWellbeingResortwillcreateaplacewhichletstheguestsrelax.ThePUREWellbeingResort

willpresentaculinaryandlifestyleconceptcalledCulinaryAvenue.Itwillbethecentralmeeting

pointattheresorttodine,shopandrelax.

6

Highqualityfoodand drinks from all

corners of the world

Culinary Delights


ThePUREWellbeingResortoffersitsguestsawiderangeofqualityrestaurantswhereyoumay

enjoywell-presented,exquisitefood.PUREWellbeingResortaimstoalwaysprovideaddedvalue

to the resort and to guests who are not just there to enjoy the sun. PURE Wellbeing Resort wants

togainareputationforgastronomicdistinction.

The PURE Wellbeing Resort will also provide a cooking studio to create a “do it yourself” food

concept. The image of the “do it yourself” concept is to support the World of Wellness idea of

preparingguided,modernandhealthyfood.

Theresortprovidesfoodandbeverageservicesatthepools,beach,bars,children’scluband

several à la carte outlets.

Theresortwillbemarketedasa“SoftAll-inclusiveresort”whichwillservemealsanddrinks

during lunch and dinner.

Thiswillworkincombinationwiththeseparaterestaurants.Thiswayyoucanchoosetohavea

quickpizzainoneofthefreerestaurantsduringthedayandhaveaspecialdinnerbycandlelight

inoneoftheup-marketàlacarterestaurantswithintheresort,whileyourchildrenarebeing

entertainedinthespecialchildren’srestaurant.

Buffet restaurants and bars

• Urban Living Lounge/Lobby Bar

• ItalianPastaandpizzarestaurant.ModernItalianlifestyleanddecor

• ItalianVinothequewithmozzarellabar

• ItalianGelateria,crepesandespresso,casual,modernItalianlifestyle

• SpanishTapasbar,Spanishtraditionaltapasbarwithwinedisplay

• MongolianBBQRestaurant

• Lebanese Restaurant

• AsianRestaurant,selfservicefastfood

• MexicanBeachRestaurant,SalsaandMerenguemusic

• ArabianPanMediterraneanRestaurant

• IndiancurryRestaurant

• Americancocktailbar

• GermanBierkeller.Bavarianfood,beersandentertainment

• Shrimps,LobsterandMusselsbar.ModerneatingBar

• BeachRestaurant,seafoodandpasta,easygoing,outdoorrestaurant

• Pool restaurants and bars

• WorldCuisineBuffetRestaurant,aglobal,modern,casualrestaurant

• Clubhousebuffetrestaurant

ThePUREWellbeingResortwillalsoprovideanexclusivediscoandnightclubattheResort.The

disco/NightClubwillofferlivemusicandDJnights.Acasino(pendingplanningapproval)located

at the resort will add value too.

Gastronomicdistinction

Food and beverage services spread

throughout the resort

6


Accessibility

MarsaAlamInternationalAirportwasestablishedin2003andislocatedjust30minutesdrive

fromthePUREWellbeingResortinMarsaAlam.

Atpresentitserves35destinationsin13countrieswith110aircraftarrivalsperweek.

Tourism

Egypt has witnessed strong tourism growth in recent years as the country has embarked on a

targetedmarketingcampaign.AsaresultEgyptisnowthenumberonemediumhauldestination

fromtheUKandmanyotherEuropeancountries.Touristsaredrawnbytheincreaseinresort

accommodation,directflightsfromEurope,theworld’sbestdivingsites,nottomentionthe365

daysofsunshineandtheabundanceofculturallysignificantattractions.

7LocationandtheGeneralArea

MarsaAlamhasanInternational

Airport


Culture

Egyptissteepedinsomeoftheoldestculturesknowntomanand,needlesstosay,easyaccessto

someofthemagnificenttreasuresofAncientEgyptiswithinreachoftheresort.Theresultisone

ofthefastestgrowingtouristdestinationsthroughouttheworld.Thisincreaseintouristnumbers

furtherleadstoanincreaseindemandforholidayapartmentsandaccommodation.

Climate

Theamazingclimateboastsvirtually365daysofPUREsunshineandcanbereachedin

approximatelyfivehoursorlessfrommostEuropeanairports.

Leisure and Diving

ThemanyprimedivingspotsintheMarsaAlamregionrepresentoneoftheregion’smain

demand generators.

Thecoralreefsinthisareaarelarger,morenaturalandlesscrowdedthanotheronesinthe

northernRedSea.Ofthesixofficialdivingspots,“Elphinstone”and“DolphinHouse/Shaab

Samadi”presentthemostsought-afterlocations.Spinnerdolphins,sharks,dugongsandother

largefisharehighlights.

Desertsafaris,camelandhorsebackridingandwatersportssuchaswater-skiing,wakeboarding,

sailingandsurfingarepopular.Dayandmulti-daytripstoculturalsitessuchasLuxor,AbuSimbel,

AswanandCairoarewidelyavailable.

AncientEgyptiantreasures within

easy reach

Uncrowded spectacular diving

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Evaluation

TopositionthePUREWellbeingResort,thedemandmarketinwhichitcompetesneeded

tobedefined.AfterthatthedimensionsoftheproductandcurrentmarkettrendsinEgypt

wereevaluated.Thisledtoafunctionalpositioninganddefinitionofthemarketshareforthe

development.

AnynewresorthastocompetewithahighnumberofexistingresortsontheRedSea.Themain

sourcemarketsareWesternandEasternEurope.AsecondarymarketisEgypt.

ThepresenttrendattheRedSeaisforamono-cultured,low-priced,low-quality“All-Inclusive”

concept,basedonsimilaruniquesellingpropositionsthroughoutmostresorts.Thelow-priced

“All-Inclusive”formulahascreatedadifficultbusinessenvironment.Manyresortsarecompeting

onthe“lowend”marketresultinginlowaverageroomratewithhighoverheadcosts.Many

resortsdon’thaveanyuniquesellingpointsthatclearlydifferentiatethemfromtherest.Theyall

offermoreorlessthesameandtheirmainattractionsarebasedonbeaches,sea,divingandthe

nice weather.

Highvolumeoccupancywithlowrevenuegenerationmakesitdifficultfortheoperatortomaintain

theproductonanacceptablequalitylevel.Fortheinvestors,thereturnoninvestmenttakeslonger

andisnotsustainablewiththetendencyofnotre-investingandmaintainingtheproduct.

Inthelongterm,manyRedSea-basedresortswillthereforefacedifficultiesintheyearsahead

iftheywanttomaintaintheirmarketshareatthesametimeasexpandingandincreasing

revenues.ThereforeithasbeendecidedtopositionthePUREWellbeingResortinMarsaAlamin

a“functional”upper-middleandhighclassmarketsegmentinEurope,EgyptandtheGCC.

Togeneratetherequiredrentalrates,theproductshouldattractadifferentguestsegmentwith

demandingguests.Thatclientelewillexpectmorethanispresentlyofferedinthemany“All-

InclusiveResorts”locatedontheRedSea.

Addingvaluetotheexistingproductdimensionswillstrengthentheoverallpositioningofthe

resort. This is why we have based the resort on the three pillars concept:

• Wellness• Family• Sports

These three pillars are supported by high-end culinary delights.

Asaresultofprovidingandoperatingaresortbasedonaconceptwithmorethanone“pillar”a

marketnicheinEgyptcanbefilled.Furthermore,amuchwiderdemandpotentialcanbeattracted.

Throughtheexistingpartnershipwithanestablishedbrandname,“WorldofWellness”,

indemnityisavailableanditcanbetappedtopositiontheresortinafavourableway.Bytargeting

families,demandcanalsobegeneratedoutsidethemainholidayseason.

8PositioningoftheResort

Extensivemarketstudies carried out to establish needs

High volume occupancy predicted


Iftheneedsofthefamilyaremetwell,theirloyaltycanbereachedandfuturebookingsare

possible.Also,thefamilypositioningworkswellwiththetwootherresortpillars:Sportsand

Wellness.Whilechildrenareaccommodatedduringtheday,theparentscanusetheofferingsof

thewellnessorthesportsareasoftheresort.Duetothemanysportingoptionsthattheresort

locationhastooffer,i.e.divingandwatersports,integratingthesportspositioningasathird

pillar seems logical.

Onlyiftheneedsofthetargetgroups(families,sportingtouristsandwellnessseekers)arewholly

met,canthepositioningbebroughttomarketinathoroughway.

Image and Identity

ThePUREWellbeingResortwillbedefinedandrecognizedbythelocalandInternationaltravel

marketastheleadinghighclass,qualitywellnessandwellbeingresortinEgypt.Theresort’s

identitywillbedefinedaroundtheWorldofWellness,wellbeingandlifestyle,toattractawide

spectrumofpotentialguestsfromEurope,theGCCandthelocalmarket.Theresortwillhavean

imageofaworldclasswellnessresort,supportedbythesynergiesoftheotherpillarsforfamilies

andsportsenthusiasts,andofferthediscerninginternationallifestyleguestalltheyexpectand

muchmore.Inthisrespect,specialattentionwillalsobegiventotheculinaryaspectofthe

resort.

Target Groups

The PURE Wellbeing Resort will target the following segments as the primary group of consumers:

• Guestsinterestedinahealthylifestyle,withageneralinterestinfeelingandlookinggood

andahungertoenjoylifetothemaximumandappreciatethefinerthingsinlife.

• Families(withorwithoutchildren)whereparentscanenjoytheirtimewithorwithouttheir

children thanks to the many nanny and child care support services available in the resort.

Forthechildrenandfortheparents,therearemanydifferentkindsofhighqualityservices

andfacilitiesavailable.

• Sporty,dynamicpeoplefromallagegroupsthatwillbecateredforwithanalmostendless

rangeofsportsfacilitiessupportedbyateamoffullyqualifiedinstructorsandprivate

trainers. Feeling good is looking great.

• ConsumersofallagessearchingforWellnessandwellbeingactivities.

• Diversandwatersportsenthusiasts,thetraditionalRedSeaguest.

• Generalholidaymakers.

• Sportsclubsandnationalteams,duetothewidescopeoffacilitieswithintheresortandthe

supportfacilitiesavailable.

• Pensioners searching for a mild winter climate but looking for more than just the sea and

the sun.

ThegeographicalsegmentationwillincludeWesternandEasternEurope,theGCCandthelocal

market.Thesocio-economicsegmentationwillbewidespreadandofferaqualityproductatthe

resort for upper-middle and higher income levels.

Demand can be generated outside the main holiday

season

Appreciatethefinerthingsinlife

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Definedandrecognizedbylocalandinternational

travel market

Discerning international

lifestyle guests

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SALESCHANNELSTOUROPERATORSInternetTravelAgents

DEMAND9


Sales Channels

Intoday’shospitalityfield,manydifferentsaleschannelsandtoolsareavailabletosuccessfully

promotealargepropertysuchasPUREWellbeingResort.Welistthemostimportantdistribution

methods below.

Furthersalesandrevenuepotentialintermsofon-sitesalesderivesfromtheownersandWoW-

clients.TheywillbooktheirflightticketsbythemselvesandwillarriveatMarsaAlamInternatio-

nalAirportseparately.Thisprovideshighpotentialforup-sellingmeal-package-productsand

otherproductsandservicesonsite.Ithelpstheresorttogenerateadditionalcashflow.

Tour Operators

InternationalTourOperatorsarecontractedsuppliersorbrokerswithdirectaccesstotravel

agentsnetworksbasedinallmajorEuropeancities.

Internet

Internationalinternetwholesalersprovideworldwideexposurethroughinternet-baseddistribu-

torssuchaswww.booking.com,www.expedia.comandmanymore.Aprogramisbeingdevel-

oped to help market the resort with a specialist company to cover:

• Social networking

• SocialMedia

• DigitalMarketing

MICE-Business(Meetings,Incentives,ConventionsandExhibitions)fromthenearbyGCCisan

excellentopportunity.Theflightdistanceislessthantwohoursandtherearemanypotential

corporatecompanieslookingformeetings,workshopsandproductintroductionswithinthis

travelzone.

Travel Agents

TheGCChasalargepotentialtogeneratebusinessfromInternationaltravelagents.TheGCCis

hometomanyex-patslivingincountrieslikeKuwait,Bahrain,Qatar,UAEandKSA.

ButalsodomestictravelagentsattendingtopotentialmarketsinCairo,Alexandriaandthemid

sizedcitiesandtownslocatedintheNileDeltawithdirectflightsfromCairoandAlexandriato

MarsaAlamInternationalAirportareofinterest.Weekendpackages,honeymooners,andlocal

publicholidaysduringdomesticschoolholidaysarepopular.

9DemandGeneratorsforOccupation

DEMAND

Successful promotion

Generatecash-flow

Importantdistributionmethods


10 TheProperties

Allthepropertiesonthisluxurybeachfrontresorthavebeenpositionedsoastomaximiseuseofallthefacilities.Everyonewillhavearangeofactivitieswithin

easy reach.


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Thepropertiesinthisresortareallfinishedto

the highest standard. The furnishing,fixturesand

fittingsaretopqualityandall included within the price

of the property share.


Purchase Procedure

Payment schedule A:

€1500.-uponreservation,followedby100%(lessreservationfee)paymentofthepurchaseprice

withinthreeweeks(21days)ofthedateofreservationfeepayment.

Payment schedule B:

€1500.-uponreservation,followedby50%(less50%ofreservationfee)ofpurchasepricewithin

threeweeks(21days)ofthedateofreservationfeepayment.Theremainingof50%ofpurchase

price is due on the physical delivery.

Abankguaranteeforthefirstfiveyearsoftherentalagreementisincludedwithyourpurchase.

Thisguaranteewillbehandedoveratcompletionanduponpaymentof100%ofthepurchase

price(paymentscheduleB)orwhenpaymentof100%ofthepurchasepriceisreceived(payment

scheduleA).

RegistrationPropertyregistrationdiffersgreatlyinEgyptfrommuchofEurope.Thepropertyregistration

systemisstillinitsinfancyandcurrentlyonlyabout10%ofpropertyinEgyptisregistered.

Althoughmanydon’tregistertheproperty,ElSerywillprovideallLifestyleownershippurchasers

withatitledeedonwhichtheirnameandthesharetheyownwillbespecified.

TaxesEgypthasveryfewtaxes.Thisisoneofthestrongdrivingforcesbehindthehighlevelofforeign

investmentinthecountry.Egyptworksonaself-declarationtaxationsystemwhererentalincome

derivedfromfurnishedpropertyisclassedinthesamebracketasgeneralincometax.Thetaxable

incomeissubjecttoaflat10%taxon70%oftheyearlyrentalincome.Egyptdoesnothavecapital

gainstax,inheritancetaxorstampduty.Theonlyotherrelevanttaxisa2.5%salestaxonthetotal

salepricewhichispayableifyoursharewillbere-soldaftercompletion.(Source:www.bi-me.com)

Purchase TransparencyAvailability:AllqualifiedpartnersandselectedagenciesthatareentitledtoselltheLifestyle

ownership apartments in the PURE Wellbeing Resort work from the same availability and the

sameprices,toprovidethefairestmarketplacepossible.Therefore,anyagentwillbeableto

provideyouwithaccesstoexactlythesamepropertiesatthesamepriceasthenext.

11PurchaseProcedureandBankGuarantee

SecurityTransparency

Trust

NocapitalgainstaxinEgypt


12FAQs• MarsaAlam,Egypt,islocatedinthesouth-eastofEgypt,onthewestcoastoftheRedSea

• ThePUREWellbeingResortislocated30minutesdrivefromMarsaAlamInternationalAirport

• FivehoursflightfromtheUKandmanyotherEuropeancities

• Fivestarbeachfrontluxuryresort

• UniqueWorldofWellnessconceptinEgyptwithmanyfacilitiesforWellness,FamiliesandSports

Where is PURE Wellbeing ResortMarsaAlam?

What is it like?

How many units are there and how much do they cost?

• 790sharesarenowavailable(79apartments)

• Thesharesinthetwobedroomapartmentsaresituatedonthegroundfloororonthe

secondfloor(penthouse).

• Introductionpriceof€19.995whichisfullyinclusiveofhighqualityfurniture,decoration,

purchaseandregistrationcosts.

• Each apartment has ten owners

What is the local infrastructure like?

How many phases are there?

CanIvisitthesite?

• Thereisahighwayconnectionfromtheairporttotheresortandanewdirectaccessroad

into the resort site is being built.

• There will be 24-hour security and parking

• Theresortwillhaveawiderangeofamenitiesonoffer

• There will be two development phases

• Phase1willoffer790Lifestyleownershipunitsandwillbecompletedby2012

• Yesthereisasalesofficeonthesitewhereasalesconsultantwillaccommodateviewingtrips

How long will it take totravel there?

• TraveltimesfromtheUKandmostEuropeancitiesisaroundfivehours

• TraveltimefromtheMarsaAlamInternationalAirporttotheresortisjust30minutes

Whyisthisresortunique?

Who is the owner of the land?

What about the other partners?

• TherearenoresortslikethiswithaWorldofWellnessconcept.Itisalow-density,very

modernandluxuriouslifestyleresort.

• ThePUREWellbeingResortisatotallyuniqueconcept.Itisfocusedonqualityandluxury

andoffersmanyfacilitiestargetedatWellness,Sports,Familiesandqualityfood/drinks.

• TheLandisownedbytheEgyptiancompanyELSeryforTourismDevelopment

• Theyhaveallbeenchosenonthebasisoftheirextensiveexperienceinthesectorandtheir

ability to give the best advice to ensure the project is well-managed.

ArethereanyyearlyfeesorchargesIneedtopay;Istherental guarantee amount net of

service charges?

• Theonlyfeeallownersneedtopayisanannualmaintenancefeeof€150(indexedby

inflation)perLifestyleownershipshare.

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FAQs12Whatarethemainfacilities?

Whatpurchasingrestrictionsare there for those foreign

investors in Egypt?

What are the visa requirementsforthose

purchasing?

Istherentalpaidyearlyandin arrears?

Who is the rental guarantee backed by and how long is it for?

When are the apartments ready?

• Spa,wellness,thalassoandbeautycentre

• Manysportfacilities

• Over20restaurants

• Bars and a night club

• Shopping mall

• Cinema

• Supermarket

• Amphitheatre

• Children’splayground

• Tennis courts

• NineswimmingpoolsandtwoOlympicsizedpools

• Private beach with coral reef

• Dive centre and watersports shop

• Medicalanddentalservices

• Botanical landscaped gardens

• Limo service and car rental

• Shuttleservicefromandtotheairport

• 24hourconcierge,receptionandroomservices

• Internetconnectionforallapartments

• Climate control in all apartments

• Travelandexcursionservices

• TherearenolongeranyrestrictionsondirectforeigninvestmentintoEgypt,sincethe

government adopted their policies to encourage foreign investment into the country.

Thereforeanindividualorcompanymayholdtitletoasmanyseparatepropertiesasthey

wish.AswithallpropertywithinEgypttheywouldbesubjecttoa2.5%salestaxupon

resale.Thereisnocapitalgain,stampdutyorinheritancetaxinEgypt.

• YouarenotrequiredtoholdavisainordertopurchasepropertyinEgypt.Shouldyouwish

tovisitEgypt,youcangetavisitor’svisaforathreemonthperiodwhenyoulandinEgypt

atacostofUSD20.Shouldyouwishtostaylongerthanthis,youcanorganisethiswiththe

localauthoritiesforuptooneyear.OwningapropertyinEgyptdoesnotautomaticallygrant

residency.

• The rental income is paid to the share owners bank account at the end of each calendar

year.

• ForthefirstfiveyearsthereisabankguaranteeofferedbyaleadingEuropeanbank.

• Therentalagreementisissuedforlifetimeofownership(99years).

• Phase1willbecompleteandoperationalin2012.

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Contact details

Email:

[email protected]

Website:

www.elsery.com

El Sery for Tourism Development

Address:

44,AbdelMoneimRyad,1/3

ThirdFloor,Flat31,

Giza,Cairo,Egypt

Chamber of Commerce no:

CoC16991,Egypt

El Sery The Netherlands

Address:

Herenweg181,

1934BAEgmondaandenHoef,

TheNetherlands

Tel:

+31(0)858500199

This document contains confidential information for exclusive use of the intended recipient. If you are not an intended recipient, please contact El Sery

immediately at [email protected]. This document may contain forward-looking statements. These forward-looking statements can generally be identi-

fied as such because the context of the statementwill includewords such as plans, expects, should, believes, anticipates orwords of similar import. Mem-

bers, potential investors and other readers are cautioned that these forward-looking statements are predictions based only on current information and ex-

pectations that are inherently subject to risks and uncertainties that could cause future events or results to differmaterially from those set forth or implied

by the forward-looking statements. These forward-looking statements are onlymade as of the date of this executive summary and El Sery does not under-

takeanyobligationtopubliclyupdatesuchforward-lookingstatementstoreflectsubsequenteventsorcircumstances.Whilstallcarehasbeentakentoensure

the information contained within this document is true and accurate, this document holds no contractual value. This document and information contained

hereinmaynotbeduplicatedordisseminatedwithout theexpresswritten consentof El Sery.Anyunauthorizeduse is strictlyprohibited.All rights reserved.

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