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News Headlines
A Word from the CEO
In the NewsReal Estate Sector
Queen Alia International Airport Expansion
Jordan: Marketing and Beyond
Tourism on the Rise
Abdali Makes Headlines
Developers’ NewsDamac
Vertex
Boulevard
Project Focus
Abdali’s New Website
Retail City 2007 Abdali Boulevard Participates at Retail City
2007
The Abdali Effect: Reinventing the Retail
Sector in Amman
Abdali in Cityscape Dubai
Vote for Petra
Abdali - Civic Role
The World of Abdali
ISSUE 3 - 2007
JAMAL ITANI
With these words, HM King Abdullah heralded the beginning of a long-
term vision for the Kingdom of Jordan. Since that time, they have come
to reflect the studied approach His Majesty’s government has taken
towards the Jordanian economy in planning for the country’s future.
Jordan continues to gain prominence as a secure and growing envi-
ronment, luring investors from all over the region. Add to this its strate-
gic location in the Levant and GCC region and a high predicted growth
rate in the coming years, and the vision comes closer to fulfillment
every day.
Amid this vision, it is more than evident that the new downtown, Abdali,
is an integrated major development in the city of Amman. Its advanced
technology solutions, state-of-the-art facilities and services, intrinsi-
cally planned architecture provide the entire area with the necessary
credence in being the foremost developer in Amman that boasts to
impact the city architecturally, economically and socially. Moreover,
this is strikingly evident in the influx of interest received from major
local and international corporations looking to relocate into a better
environment.
This summer has witnessed a considerable amount of activity in
the project site. As we speak, 23 parcels have commenced actu-
al works. By end of year, over 80% will have started excavations
and 50% would have started their concrete works. With such
steady progress, Abdali is right on track to meet its scheduled
completion date in early 2010. Only then will the real adven-
ture begin.
JAMAL ITANI
Chief Executive Officer
A Word from the CEO
“It is more important to do what is strategically right, than what is
immediately more profitable.” King Abdullah II
In the News
In line with that growth, Abdali is strategically positioned to reap the benefits of being Am-
man’s future downtown. Factors contributing to its success include an increased demand
for viable real estate investments from Jordan and Arab countries, a real need for quality
residential, retail and office space and a surge in tourists who expect higher standards of
accommodation and services. According to analysts, the cycle in Jordan is on a rise, and
a healthy demand for real-estate will ensure that it stays that way in the coming years.
REAL ESTATE SECTOR
Real estate is one of the most important sectors receiving attention in the region today.
Besides the obvious example of Dubai, one does not need to look far to find prime ex-
amples. In Jordan alone, the value of real estate transaction has jumped from 1.3 billion
USD in 2003 to 2 billion USD in 2004 and 3.5 billion USD in 2005.
In the News
public. The campaign saw JTB participate in the
2007 Arab Travel Market, held in Dubai from May 1
to 4, 2007. This proved to be a strategic opportunity
to highlight Jordan’s touristic packages, including
historic, entertainment and leisure sites and activi-
ties that cater for the entire Arab and Gulf family.
Complementing the Tourism Board’s initiative, mega-
projects across Jordan have also begun developing
their own marketing plans. Foremost among these
is the Abdali downtown, whose emphasis on premi-
um retail and business amenities and a lively cultural
milieu are ideally positioned to welcome the surge
in tourists that Jordan is experiencing. The future
downtown, with the resplendent Boulevard at its
center, is prime territory for a diverse crowd of tour-
ists from the Gulf and Western countries.
The tourism industry is one of the largest income
sources for Jordan, generating roughly 11.2% of the
GDP. Recently, marketing has focused on a twofold
approach with the Jordan Tourism Board develop-
ing holistic campaigns to lure foreign visitors, while
individual resorts and mega-projects such as Abdali
come up with their own customized strategies. This
has meant that Jordan’s marketing plan is no longer
a hit and miss affair but a focused strategy that tar-
gets audiences in Saudi Arabia, Kuwait, Qatar, Bah-
rain, UAE, Oman and even further to reach North
Africa and Europe.
To date, an extensive marketing plan has been kicked
off by the Jordan Tourism Board (JTB) to further
promote the country’s cultural treasures. Its slogan
is «Marhabakom» (“Welcome”) and it aims at pro-
moting Jordan as a tourist destination for the GCC
JORDAN: MARKETING & BEYOND
In the News
port for a period of 25 years. Foster & Partners, the
architects behind Beijing, Hong Kong and the UK
airports, have designed the new terminal. Minister
of Transport Saud Nseirat described the project as a
“key milestone in Jordan’s move towards attracting
private participation in the country’s transportation
sector and offering tourists high-end facilities.” The
latest move towards updating Amman’s infrastruc-
ture, QAIA’s expansion is a necessary step that will
facilitate tourist flow into the capital, especially into
what is expected to become Amman’s busiest dis-
trict, the new Abdali downtown.
QUEEN ALIA INTERNATIONAL AIRPORTEXPANSION
Passenger capacity at Queen Alia International Air-
port (QAIA) is set to rise from 3.2 million to 9 million
a year based on a 550 million USD airport expansion
project planned for 2010, just in time for Abdali’s fi-
nal completion date. Under a deal signed during the
World Economic Forum, the Airport Development
Project (ADP) Consortium, an international group of
investors, will upgrade the existing airport facility,
construct a brand new terminal and manage the air-
TOURISM ON THE RISE
Visitor numbers have continued
to grow in Jordan during the first
six months of the year, with tour-
ist arrivals 13.8% higher than the
same period of 2006, according
to the Ministry of Tourism. Tour-
ists from Arab and Gulf countries
formed the bulk of arrivals, rising
9.4% to 844,441 visitors between
January and June this year, com-
pared to 772,032 visitors in the
same period of 2006.
The figures reveal that Jordan is
becoming an increasingly popu-
lar itinerary for tourists, especially
those from the Gulf countries.
Currently, the most popular desti-
nations within the country remain
Petra, Aqaba, the Dead Sea and
the capital, Amman. While Am-
man lacks a truly defined core,
Abdali will definitively fill that void,
exceeding visitor’s expectations.
with a downtown created to truly
world-class standards.
In the News
ABDALI MAKES HEADLINES
Abdali has been making headlines across the region. Reporters are following closely on the progress and so
far media coverage has been massive, with several prominent national, regional and international publica-
tions all taking an active interest in the development of what is to become the new downtown of Amman.
In the News
Among the references in the field who recently took notice was the Oxford Business Group, one of the most
renowned and leading sources of information for Eastern Europe, North and South Africa, the Middle East
and Asia, with a series of on-line and print publications. In their article, “Amman’s Urban Regeneration”,
published on September 5, 2007 OBG credited Abdali Investment and Development for “currently con-
structing Amman’s largest mixed-use development project.”
According to OBG analysts’ team, which reported the story, Abdali Investment and Development succeeded
in being a major player in an unprecedented investment influx into the city, by offering a strategic location in
the Middle East backed by a sustainable proposition that
encompass major business hubs in the world with and in-
tegrated master plan that offers advanced technological
facilities, traffic and parking solutions, district energy, and
a perfectly planned tenant mix.
The article concluded: “Amman’s New Downtown Abdali’s
was officially declared by the Grand Amman Municipality
as the new central business district of Amman.”
BOULEVARD: 300 MILLION USD CONTRACT AWARDED FOR THE CONSTRUC-TION OF THE ABDALI BOULEVARD
service basement levels), it stands to be one of the
most ambitious projects yet to grace the city of
Amman.
Saudi Oger, notable for its experience in the field and
extensive projects across the region, commenced
works on August 4th, 2007 and has assigned a
completion date for February 2010.
Work has started in full force on what is to become
Abdali downtown’s glittering center: the Abdali Boul-
evard. In a deal worth 300 million USD, Saudi Oger
Construction was awarded the contract to build all
components of this multifaceted project. A fascinat-
ing mix of retail, residential and business develop-
ments, the Abdali Boulevard cuts a unique figure in
Amman’s cityscape and will prove to be major draw
once finished. At 224,000 sqm (including 118,000
sqm above ground and 106,000 sqm of parking and
Developers’ News
DAMAC: LAUNCHING INNOVATIVE SITES IN ABDALI’S NEW DOWNTOWN Damac Properties announced its appointment of Issa Haddadin & Part-
ners Construction Co. as the enabling works contractor for its projects:
The Heights, The Lofts, Courtyard 1 and Courtyard 2 in Amman. Exca-
vation works have already commenced and are scheduled to be com-
pleted in 120 days. Damac’s projects in Abdali will be created accord-
ing to the highest construction criteria and offer the latest in services
and living standards. With expectations running high, Damac guaran-
tees to meet them and assist Abdali in becoming a truly dynamic hub
for business and tourism throughout the region and beyond.
VERTEX: CONSTRUCTION BEGINS ONTHE ICONIC VERTEX TOWERAND RESIDENCES Dubai Construction Company (DCC) announced the start of construc-
tion on the Vertex Tower and Residences. Located in the Abdali down-
town, the project is set to cover a total built-up area of 66,000 sqm. De-
signed by prominent Italian architect, Claudio Nardi, the Vertex Tower
and Residences is a projection of modern Italian design, marrying su-
preme functionality and sleek aesthetics, breaking the mould of current
prevalent work. As with each new project in Abdali, the Vertex Tower
exudes a stunningly distinctive flair while perfectly complementing the
overall vision that will become Abdali.
Developers’ News Project Focus
ABDALI NEW DOWNTOWN: TODAY & TOMORROW For Abdali, Jordan’s foremost ur-
ban regenerative project, 2007 was
a busy year as significant progress
was made on several key fronts.
Earlier this year, many developers fi-
nalized their projects’ designs, and
for some investors it was the begin-
ning of actual construction.
Today, full speed work is invested in
one of the most important develop-
ment projects, the Abdali Boulevard.
The Boulevard is set to be Abdali’s
glittering center and a showcase for
the best in urban elegance. In Par-
allel, 23 parcels have commenced
actual works. With such progress,
Abdali is right on track to meet its
completion date scheduled in 2010,
In fact, by the end of this year, the
majority of the developers would
have started excavations and most
of them would have initiated con-
crete work.
The following pages will inform you
of the latest news of our develop-
ers and their projects, a follow up of
what was already presented in ear-
lier issues.
MARWAN SALEHUse of Building:Commercial DevelopmentArchitect:Marwan Saleh
2
CAPITAL BANKUse of Building:Commercial DevelopmentArchitect:Fosters & Partners
DCC-TURNKEY MANAGEMENTUse of Building:Commercial DevelopmentArchitect:Claudio Nardi
4
3
4
35
2
ADNAN SAFARINIUse of Building:Commercial DevelopmentArchitect:Adnan Safarini
1
ABDALI BOULEVARDUse of Building:Recreational DevelopmentArchitect:Laceco International
5
1
8
76
8
Developments in Abdali: Project Focus
7
PHILADELPHIA TOWERSUse of Building:Commercial DevelopmentArchitect:Symbiosis Designs Ltd
DAMAC BUSINESS HEIGHTSUse of Building:Commercial DevelopmentArchitect:Architecture Studio
PARADISE TOWERSUse of Building:Commercial DevelopmentArchitect:Norr Group Consultants
6
Abdali’s New Website
ABDALI PSC LAUNCHES ITS NEW INTERACTIVE WEBSITE
Abdali’s new downtown will no doubt change the urban lifestyle in Jordan, seeing as it includes the latest
in entertainment, business and real estate. Until that time, Abdali Investment and Development PSC. has
given visitors something to look forward to by launching a totally renovated website that offers visitors an
all-encompassing tour of Jordan’s expansive mega-plan, the new luxurious downtown in the center of the
capital.
www.abdali.jo
Modern, stylish visuals, a user-friendly interface and the latest updates all contribute to make it a unique ex-
perience for information seekers. It allows browsers to explore all aspects of the upcoming project in detail.
Now, visitors can not only take a breathtaking visual tour of the entire one million sqm area, but can also live
the true experience of Abdali through a highly innovative and interactive medium.
Simultaneously cosmopolitan and international in character, Abdali’s cutting-edge design and superior syn-
ergy are already earning praise. The project blends perfectly with Amman’s urban identity and is set to be
completed by early 2010. Until then, abdali.jo serves as a doorway to what will be the most popular district
in Jordan.
It was Abdali Boulevard Compa-
ny’s time to shine as it revealed
its highly anticipated Boulevard
project to a crowd of international
investors. ABC’s unique endeavor
was hailed by numerous retailers
who expressed their enthusiasm
at being part of Amman’s retail
transformation. With the project
progressing swiftly, and some of
the most renowned names in re-
tail and fine dining waiting to take
part in it, Abdali’s Boulevard is
clearly on the right track to suc-
cess.
ABDALI’S BOULEVARD SHOWCASED TO GREAT ACCLAIM
Retail City 2007
THE ABDALI EFFECT:REINVENTING THE RE-TAIL SECTOR IN AMMAN
One of the highlights of Retail
City 2007 was the presentation
of ABC’s Sales Director Mr. Se-
lim Majzoub. Entitled “The Abdali
Effect – Reinventing the Retail
Sector in Amman,” the presen-
tation gave a present picture
of Amman’s retail industry and
the potential factors that could
lead to its resurgence including:
the steady increase in tourists
visiting Jordan and the 37.4% of
Jordan’s inhabitants now living
in the capital.
According to Mr. Majzoub, despite
an estimated population of 2
million and 7.5 million tourists
annually, Amman still lacks a
high-end retail destination. Enter
Abdali Boulevard whose role
is to literally re-invent the retail
sector, with global brands and
an exciting outdoor experience.
By catering to the well heeled
Jordanian crowd and the ever-
growing number of visitors from
abroad, the iconic Boulevard is
destined to enjoy bright pros-
pects for the future.
CITYSCAPE DUBAI 2007 PARTICIPATION
For the third year in a row, Abdali has decided to participate in the region’s biggest real estate event. With
over 70,000 sqm of space being rented out to exhibitors and more than 400 billion USD of projects pre-
sented, Cityscape’s organizers say this year’s fair is likely to smash all last year’s figures, which were already
world records.
The Jordanian master developer will once again be in the spotlight, face to face with a dream audience
composed of Arab and international investors as well as the biggest names and senior professionals in the
industry. Representatives from Abdali, the Abdali Boulevard Company and major developers in the new
downtown will be on-hand to field questions about Jordan’s foremost regenerative project and its exciting
potential for investment. Participation in Cityscape is a crucial touchstone for any serious developer who
wishes to make their mark and interact with a lucrative pool of investors from around the world. Abdali’s
presence in the fair confirms its status as a leading master developer alongside the big industry players.
Abdali in Cityscape Dubai
ABDALI ENHANCESINNOVATION AMONGJ.U.S.T. STUDENTS
Abdali believes in the importance of
building people’s capacities and en-
gaging with the wider communities to
understand their needs and respond
accordingly. In line with its vision,
Abdali supported a group of archi-
tecture students in their gradua-
tion project at Jordan University of
Science and Technology (JUST).
This support represents a milestone
for enhancing young people’s inno-
vative skills and potentials to become
active members in the workforce.
The students, who presented their
projects on the 30th of May 2007 to
a jury made up of experts in the field,
focused on the notion of urban liv-
ing and designed mix use high rise
towers with the Abdali PSC specifi-
cations and regulations.
“I never imagined such a huge
company would support us
or believe in our efforts. Our
graduation project started as a
dream, thinking of the Abdali down-
town and imagining how we could
become part of it. Abdali’s response
overwhelmed us and gave us
that extra motivation to create
a truly successful and innovative
project. If Abdali believes in us, we
have the confidence that we can
get any job easily. Our graduation
project was a milestone that helped
open doors to find a career. I now
work in a local architecture firm
utilizing the skills I gained at uni-
versity and learning the practice.”
Nancy Hashimeh, group member
Abdali – Civic RoleVote for Petra
ABDALI PARTICIPATES IN MAWARED’S CAMPAIGN TO VOTE FOR PETRA
On July 7th, 2007 Petra was named one of the
Seven Wonders of the World as result of the united
efforts of individuals, communities and corporations,
in one of the widest global competitions held in
recent history. Chosen by around 100 million voters
around the world, the 7 winning sites were selected
and announced on 07-07-2007 during a ceremony
in Lisbon.
Abdali PSC, always dedicated to participating in the
promotion of Jordan’s rich heritage, backed
Mawared’s «Vote for Petra» campaign by encouraging
its staff to vote and support the city’s bid on June
28th. Employees from Abdali PSC and its affiliates
such as Abdali Boulevard Company, AREMS,
Jordan District Energy, to name but of few, turned
out in force to vote for the ancient city.
According to the New 7 Wonders organizers, a tally
of 100 million votes had been cast since voting for
the global campaign kicked off in March 2006. Local
officials said 22 million votes were cast for Petra,
which was officially listed as a UNESCO World Her-
itage Site in 1985. The 2000-year-old rose red city
was crowned a World Wonder alongside the Great
Wall of China, Brazil’s Statue of Christ Redeemer,
Peru’s Machu Picchu, Mexico’s Chichen Itza pyra-
mid, the Colosseum in Rome and India’s Taj Mahal.
Abdali Investment & Development PSC
4th & 5th Floors, Al Salam 2 Building, Wadi Saqra
P.O. Box 925309, Amman 11190 Jordan
Telephone: +962 6 5610560, Fax: +962 6 5610577
Email: [email protected], Web: www.abdali.jo