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DAMAC Properties Introduces 'DAMAC Suites and Spa' at Cityscape

New Hospitality Company to debut at Cityscape Global
UAE September 26^th 2011: Luxury developer DAMAC Properties is using Cityscape Global to introduce a new serviced apartment offering; 'DAMAC Suites and Spa.'

'DAMAC Suites and Spa' is a luxury apartment management service, established to cater to the growing demand of serviced premises. The company will oversee DAMAC Properties ' first serviced apartment development, 'Burjside Boulevard,' in the exclusive Downtown Dubai/Burj Khalifa precinct. In addition, the service will also be made available to residents of other premium DAMAC Properties ' projects.

"'DAMAC Suites and Spa' will provide a comprehensive list of services for residents, spanning from state of the art spa treatments, housekeeping, concierge services, chauffeur driven cars and even private jet and yacht charter.

"The positioning is 'luxury at your service' where we will offer the personalization of every hotel service conveniently in customer's apartments'' said Niall Mc Loughlin, Senior Vice President of DAMAC Properties . "We are seeking to create the total luxury lifestyle experience for people residing within premium DAMAC developments."

The hospitality management company will be an independently run subsidiary of DAMAC. It will offer services such as housekeeping at the most basic level, to items such as personalised butler services and personal chef services at the higher end of the spectrum.

The move into hospitality management represents a strategic shift for DAMAC Properties and follows extensive market research. The company identified a clear market niche and is seeking to provide a service unlike anything currently on offer in Dubai.

"We have realised from speaking to customers that their expectations of serviced apartments are extremely varied. Some people are content with a cleaner a couple of times a week, while others want twenty-four hour silver service.

We created 'DAMAC Suites and Spa' with the mandate to cater to a very diverse range of needs and desires" Mc Loughlin commented.

The concept for 'DAMAC Suites and Spa' arose from the need to provide a range of luxury hospitality services for 'Burjside Boulevard.' However, given the early interest in the service from residents in other DAMAC developments, it will be made available in select projects ahead of Burjside Boulevard's expected completion in 2013.

Dubai is a vibrant, global business hub with world-class infrastructure; strategic location; established tourist destinations, proven business centres; a highly skilled expat workforce; and most importantly strong and stable government leadership. While these factors contribute to the transient nature of Dubai's population, the highly mobile workforce has created significant demand for serviced apartments.

"We have recognised that discerning customers are seeking more from their serviced apartment experience. In Dubai it is very common for people to stay for days or weeks at a time, and during that period they don't want to be cooking or doing laundry. They want the comfort of their own home, with the additional services of a five star hotel" Mc Loughlin pointed out.

Designed by award winning German architects Koschany & Zimmer, Burjside Boulevard will have 49 floors, with an entire floor dedicated to leisure. The temperature controlled swimming pool will be the centrepiece of the leisure deck, with a fine cuisine restaurant and lounge overlooking the pool. Construction of the tower is currently up to level 35.

The concept for Burjside Boulevard is groundbreaking for DAMAC Properties ; it bridges the divide between high-end residential apartments and luxury five-star hotels. The range of services offered by 'DAMAC Suites and Spa' will allow residents of Burjside Boulevard to tailor their serviced apartment management package to their specific needs.

'DAMAC Suites and Spa' will offer the following services:

• Standard services;

1. Housekeeping

2. Room service

3. State of the art gym

4. Concierge

5. Restaurants

• Personalized services

1. Private Chef Service

2. Personal Shopping Service

3. Baby Sitting Service

4. Butler Service

5. Spa services within the private confines of apartments

• Other luxury services

1. Private Yacht charter

2. Private Jet charter

3. Limousine and chauffeur Service

-Ends-

DAMAC Properties is an internationally recognised, luxury-focused, high-end developer. With a proven track record for delivering some of the most luxurious residential properties across the Middle East region, the developer is well capitalised and has the vision and momentum to provide solid investment opportunities for customers across all the markets in which it operates.

The 'DAMAC Suites and Spa' serviced apartment offering represents an extension of the developer's recognised capabilities within the property development sphere. The new hospitality management company will adhere to DAMAC's high standards of quality, while delivering the penultimate luxury lifestyle experience to DAMAC residents across the company's award winning property portfolio.

Further information is available at www.damacproperties.com

Contact:
Niall McLoughlin
Senior Vice President, Corporate Communications
DAMAC Holding Co. LLC
P.O.Box:2195
Dubai, United Arab Emirates
Tel: +971 4 3732190
Fax: +971 4 3732335
E-mail: niall.mcloughlin@damacgroup.com

© Press Release 2011