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Tapping into the more than 165 million extreme sports participants, one of the fastest growing market sectors in the sports arena, Extreme Group, a youth-focused brand, African hotel operator Protea Hotels, and investment firm Istithmar Hotels have created a new brand dubbed Extreme Hotels. The concept: affordable, active, technologically advanced hotels based on and for the cutting-edge sport enthusiast and located in urban destinations around the world. "They will have a 3-Star price-point but feel like a 5-Star hotel," says Al Gosling, CEO of Extreme Group and founder of the Extreme Sports Channel. "But the sports theme gives them that edge."
To make sure that the hotels have a mix of design and sports, Gosling has brought in an ex-pro Billabong surfer as well as hotel design gurus. "They are designed so that guests have a lot of experiences," Gosling says.
The company's first location recently opened in Cape Town, South Africa. The 130-room hotel boasts a 5-Star climbing wall on the outside of the building; a sleek reception desk that stands next to a hanging chair and under 40 hanging lights; a lounge with leather seating, funky chandeliers, and a fireplace; and black and white rooms. "It's kind of like W hotels with sports: great common areas and even though the rooms may be a bit smaller, they are done in a high standard and feel comfortable," Gosling says, adding that other locations-European destinations such as London, Paris, and the south of Spain-will have a similar running throughout, but will differ depending on if it is an urban, snow, or summer location.
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Extreme Design
April 30, 2007Extreme Hotel
To make sure that the hotels have a mix of design and sports, Gosling has brought in an ex-pro Billabong surfer as well as hotel design gurus. "They are designed so that guests have a lot of experiences," Gosling says.
The company's first location recently opened in Cape Town, South Africa. The 130-room hotel boasts a 5-Star climbing wall on the outside of the building; a sleek reception desk that stands next to a hanging chair and under 40 hanging lights; a lounge with leather seating, funky chandeliers, and a fireplace; and black and white rooms. "It's kind of like W hotels with sports: great common areas and even though the rooms may be a bit smaller, they are done in a high standard and feel comfortable," Gosling says, adding that other locations-European destinations such as London, Paris, and the south of Spain-will have a similar running throughout, but will differ depending on if it is an urban, snow, or summer location.
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