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The man from Atlantis
ATN: Why did you select Dubai as the location for the second Atlantis project?
Even when I go out on The Palm now, I still say two things. The first is, ‘wow’ if I’m a homeowner here and two, if I am a guest, what an incredible place to stay. Atlantis, The Palm will offer more than 1500 rooms and will anchor The Palm Jumeirah. What was also significant was what Dubai Tourism, Emirates and the airport authorities have done to create Dubai as a destination. In the Bahamas in the early days, we had problem with airlift and we worked hard to develop the brand and create the destination, but here, it’s a already a phenomenal environment that has been well marketed.
ATN: What are the biggest challenges of opening a super resort such as this?
One thing that makes our product so wonderful is our chairman [and founder] Sol Kerzner, whose motto is ‘good enough never is’. That’s why by November 2008, the resort will definitely be open. When you open something of this size and scale you want to provide an extraordinary experience for your customer.
ATN: What lessons have you learned from opening the Bahamas property?
Well, we certainly understand the family market and what’s important to that market. For example, even small things like at the beginning, we didn’t have enough umbrellas to protect all of our customers from the sun. That won’t happen again. But, the most important thing is to have the right talent on board. A small percentage of the 4500 employees will be current [or former] employees, but they will be key hires such as the hotel operations manager and head of HR.
ATN: What elements of the Bahamas property have you adapted for this market?
There are key elements that work here, like the kids clubs and our Atlantis entertainment and experiences. We have adapted the food especially to suit this market; there will be great food for families, but also the high-end couple that wants to go out for dinner. We have made sure we have a good line up of four outstanding chefs.
ATN: What about the logistics of operating a resort of this size?
We have a lot of logistics experience and we are in the process of sorting out delivery schedules with a few good logistics companies in Dubai. This is very carefully orchestrated and there will be some operations that are outsourced; laundry, valet, and cleaning, for example.
ATN: How can a project of this size be environmentally friendly?
We try to be good corporate citizens. In the Bahamas we recycle the water; most of the irrigation on Paradise Island is recycled. We also recycle other products such as paper, cans and a lot of glass. As we build we will keep this in mind.
ATN: What’s your response to sceptics who claim The Palm is unstable or will sink?
We have equity in this – we are not a traditional management company taking a fee. We have invested US $1.5 billion in this project and would not have done so if we were not confident with what is being delivered. We have built two suites that go into The Dig (an Atlantis-themed archaeological experience featuring unusual marine exhibits), and it’s the only place where you can open up your curtains and have breakfast with the sharks. That’s the only sinking feeling you will have here.
ATN: What will Atlantis contribute to the Dubai economy? In the Bahamas we are the biggest employer. We obviously won’t be that here in Dubai, but there is no question we will certainly be a big player in our line of business in terms of purchasing and outsourcing. The Bahamas (in 2006) generated US $600 million in revenue. We can’t predict the future, but based on our pro-formas the Dubai project will be a profitable venture. (In Q1, 2006, the average room rate at the Bahamas property was $309 compared to $294 in Q1 2005, with RevPAR from $256 to $277 respectively).
ATN: What will be your key source markets?
If you look at airlift, it will be Europe, led by the UK, but the GCC will be important for us. That’s why the family experiences and the suite product we offer are great. We also have some phenomenal convention space. We have already been contacted for bookings, with requirements for 1000 rooms.
ATN: Do you think Atlantis will replace the Burj Al Arab as ‘the’ Dubai icon?
The Jumeirah Group has done a phenomenal job with its projects, but there is no doubt people will come to Dubai for Atlantis.
Location: on the apex of the crescent of The Palm Jumeirah, Dubai, situated across nine plots and comprising 112.5 acres.
Developers: a US $1.5 billion joint venture between Kerzner International and Dubai-based Istithmar.
Opening date: November 2008.
Transport to the resort: via the six-lane tunnel, which connects the top of the trunk of The Palm to the Crescent at the west side of the resort.
Alternatives: Nakheel’s monorail or water taxis.
Key features of Atlantis:
• The design will be based on the myth of Atlantis and will maintain similar features to the Royal Towers of Atlantis on Paradise Island, Kerzner’s first Atlantis project in the Bahamas.
• A 1539-room hotel: the West Tower will comprise 663 rooms and the East Tower, 876 rooms. The ‘Bridge Suite’ will connect the two wings. The club level will include 150 rooms and suites and “a unique club experience”.
• A water-themed park developed over 42 acres – the largest in the region.
• One of the world’s largest marine habitats with more than 65,000 species.
• The Dig: an Atlantis-themed archaeological experience featuring unusual marine exhibits.
• Kids and teens clubs.
• A state-of-the-art conference centre wing covering 45,000ft.
• An Entertainment Village with 80,000ft² including 15-20 F&B outlets and several boutique stores.
• A two-level Atlantis Health Spa.
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