Monte Carlo SBM Group has announced its first ever beach club outside of Monaco, which will open on Saadiyat Island in March 2011.
Monte Carlo SBM CEO Bernard Lambert revealed: “The club is going to be a replica of Monte Carlo beach club in Monaco which was built in 1929, which reflects a place where families are gathering during the season in Monaco and where we have seen four or five generations of people coming back.
“There is a demand from the local community and the expats to have a possibility of escaping during the week or weekend to a spot where they can gather, where they have serenity and can go with family or friends,” he added.
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The new club marks the first in a series of Monte Carlo branded beach clubs to open in the Middle East and Europe, as the company branches out beyond Monaco.
“We are embarking to create a collection — because of the reputation of our brand Monte Carlo, it is a collection not a chain, it will remain extremely focused and very personalised,” Lambert explained.
As part of the brand’s expansion plans, there are potentially two more Monte Carlo ventures planned for Abu Dhabi, and up to six properties planned for Europe over the next five years.
“We are discussing with our partners TDIC for a hotel on Saadiyat Island to compliment the beach club, and then we have started construction of a hotel in Marrakech, Morocco, and it will open in two years. After Marrakech the aim is very simple — it’s London, Paris, and a couple of other European cities and possibly also New York. So in five years from now hopefully we will have five or six ventures outside of Monaco but no more,” he said.
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