This is accoridng to Norman Noland, Executive Director of Dale Capital, the chief shareholders at Shelley Point.

“Three Cities, “ said Noland, “which already manages and markets 40 tourism and leisure properties, will through this deal immediately add a further eight hotels (with 600 rooms) to their stock and a further 400 rooms will come on line in 2010 as part of the deal.  This means that Three Cities will be adding 50% to their portfolio in six months - and, as Mike Lambert, their Chief Executive, has said, this tie-up will enable the two groups to build constructively on each other’s strengths and core competencies.”

One of Three Cities’ main strengths, said Noland, is their training that is done at their highly rated international hotel school and on site at every hotel they serve.  Shelley Point’s staff will be among those to benefit from this, he said.

Queensgate, while relinquishing most of the day-to-day management of their hotels, will take on full responsibility for the business development and growth of the merged groups.

Shelley Point, added Noland, will also benefit from the greatly increased referral and booking network now at its disposal and from Three Cities’ bulk buying procurement systems.  Three Cities has appointed a manager at Shelley Point to take over from Peter Stewart, who is currently standing in at Shelley Point - and is, said Noland, doing a good job.

While Shelley Point has the facilities and the ability to attract the foreign tourist, its primary target remains the local traveller, said Noland.

“South Africa’s international tourism intake has dropped some 8% over the last year,” he said, “but, with the favourable exchange rate related to most European countries, will, I am confident, pick up again in 2010.  In the meantime it is worth noting that the internal travellers, i.e. South African travellers, have over the last year increased by some 10%.”

This trend, he said, is reflected in Shelley Point’s clientele where the figures for local and overseas tourist visitors are being supplemented by growing numbers making use of Shelley Point for conferences, meeting, weddings, corporate functions, promotional events and family celebrations of one kind or another.
“Attractive venues with comprehensive facilities these days play an important role as business and communal gathering points.”

Asked if the Soccer World Cup will boost Shelley Point’s intake significantly - as has already been predicted - Noland revealed that MATCH, the official Soccer World Cup hospitality managers, had already signed up for 50% of Shelley Point’s 88 suites, all of which will be complete in late February, in time for the six weeks of the Soccer World Cup.  Noland promised, however, that the hotel would keep space for local people, particularly those who have been coming regularly over the last year, and their growing band of Country Club members.

“The Soccer World Cup,” said Vanessa Northing, Dale Capital’s Marketing Director, “will give us almost 18 months of high season activity.  It will, to an extent, cut out the low activity period between the summers of 2009 and 2010.”

Shelley Point, added Northing, is different from any other upmarket Western Cape tourist destination in that, despite offering a high level of sophistication, a spa and comprehensive country club facilities, it will always be family and child friendly.

A range of child and teenage activities (including junior golf coaching, treasure trails, horse riding and crèche care) have been provided under the managership of Robin Boltman, Shelley Point’s Entertainment Manager.

“The aim is not to separate children from their parents for lengthy periods but to allow the parents a few hours each day in which they can do as they please - play golf, go for a swim and sunbathe or have a spa session,” said Northing.