Tiger Woods with a rendering of the Tiger Woods Dubai Resort.



Star struck

by Kim Latham Tuesday, 19 August 2008

Property companies are increasingly using celebrities as the 'face' of new projects. In an already booming real estate market Kim Latham finds out why developers are using celebrity endorsements to lure investors.

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Tiger Woods, Donald Trump, Karl Lagerfeld and Brad Pitt are just some celebrities said to be partnering with developers on projects in the UAE.
While some investors are happy to buy into the lifestyle of the rich and famous, others appear skeptical about what will happen once this star-studded marketing concept becomes the norm.

I'm confident that Tiger Woods Dubai is set to become one of the world's most sought after destinations. I think this community will be a genuine oasis for those lucky enough to live or stay within its spectacular grounds. - Tiger Woods.
"It's a risk, it's a risk. When you associate yourself with iconic figures you need to assess the longevity of the brand. Tiger Woods has created a legend in his lifetime. For this we see no risk but if you look at any other brand, if you settle for number two or three, that's when there is a risk," says Abdulla Al Gurg, Project Director of Tiger Woods Dubai.

Due for completion in September 2009, Tiger Woods Dubai, a 55 million sq ft development, appears to stand alone from the majority of other Dubailand projects being created by developer, Tatweer.

At a cost of US$1.1bn to build, this luxury resort is clearly aimed at high-end investors wanting sophisticated, extravagant surroundings in the privacy of their own backyard.

The cost of villas range from US$8.16mn-US$27.2m, (20% are already sold out) and the resort will provide a hotel and club facilities boasting a 3-star Michelin chef and of course one very unique 18-hole golf course is also on the cards.

While Tiger Woods Dubai is clearly named after the man himself, there does appear to be a difference to many other celebrity-focused developments. Unlike, oscar-winning actor Omar Sherif, who is purely an ‘ambassador' for Al Zorah's Ajman development for example, Mr Woods is a ‘partner' in the project and is said to have spent months in workshops in Dubai and the United States working on his first-ever golf course design.

According to Al Gurg, Woods spent many an hour being heavily involved in decisions for the Master Plan of the whole resort to ensure his personality shone through and also to compliment Tatweer's vision of a ‘destination rather than a typical real estate development.'

"It wasn't a branding mechanism it was a drive for excellence," states Al Gurg.



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