18.11.2007

Extreme Hotels Plants 19 New Seeds of Success

November 2007 - for immediate release

Bursting onto the international scene, Extreme Hotels has just signed another awesome deal with the 'daddy cools' of the Middle East: Plantation Group Dubai , to develop, roll out and operate 19 new Extreme Hotels across the region over the next 7 years. The teams from both camps have been in negotiations over the past few months and signed this hot hot deal last week.

The planned roll outs for this ground breaking, amazing Hotel chain are 3 in Dubai, 3 in Oman and 3 in Saudi Arabia by 2009 with further individual beauties planned for the UAE, Qatar, Oman Bahrain, Kuwait, Egypt, Jordan, Syria and Lebanon through the term. Pretty bleedin' good for a company where the deal, vision, concept and plan was only first thought up by Al Gosling and Jamie Afnaim during 2006.

Extreme Hotels, part of the Extreme Groups family of branded businesses, is one of the world's most revolutionary lifestyle based hotel brands and focuses on offering something new, different and exciting in the hotel sector. Delivering affordable, high value, entertaining, active, cutting edge sports based hotels located in the finest extreme sports and urban destinations around the world. Extreme Hotels deliver top quality innovative design with high-end technology, revolutionary concepts and as you'd expect the best local advice, and access to extreme sports facilities, packages & equipment for all guests. They launched Extreme Hotels in kickin' Cape Town in November 2006 to amazing success, smashing through the sales targets and forecasted stats within their opening year. From here, Extreme were able to pin their asses firmly on the map as a deliverer of high quality customer service, sharp creative interiors as well as funky new & innovative features and concepts.

This drove the benchmark and the synergy between Extreme and Plantation Dubai and will only push our standards higher.
The Plantation Group Dubai are the movers and shakers behind the Plantation Polo & Equestrian Resort Dubai that caters for the peeps into Gucci and Pucci. Since the company's birth they have expanded into large scale residential and tourism projects that are set to become the world's largest tourism and hospitality development. Together with Extreme Hotels they intend to develop the Extreme Hotels chain across the whole of the Middle East and establish it as the leader in funk, fashion and flava.

'We are ripped about teaming up with the Plantation guys. With their skills and experience and our Extreme Hotels brand and support we are gearing up for one hell of a ride. This is the next part of the puzzle for our global roll-out of Extreme Hotels! ' - Al Gosling, CEO of the Extreme Group.

Tom Woolf from the Plantation Group added 'the Extreme Group have once again thrown out the rule book, and created a hotel brand which sets pulses racing and offers adventure and comfort in equal measure. Extreme's relentless commitment to pushing the boundaries, fostering innovation in design and delivering high quality products are what attracted us to create this partnership. In doing so, together we can deliver a collection of hotels which really offer something new and captures the essence of the Extreme brand's heritage across the Middle East.'

So onto business, here we have the aptly named Extreme guys teamed up with the equally sleek big boys of the Middle East, Plantation Group Dubai. Together they are set to mix up a sand storm!!

P.S In addition to this little number, there is a large and luscious UK and Euro deal announcement ready to rocket soon…watch this space!

For further information on Extreme Hotels please contact:

Gemma Parkinson
(t) : +44 (0) 207 244 1000
(e) : gemma@extremeinternational.com
(w) : http://www.extremeinternational.com

Note to Editors about Extreme Group

The Extreme Group and its family of companies were started in 1995 by Al Gosling, founder of the Extreme Sports Channel and is a collection of businesses, with a shared brand and values. Aged 24, passionate about extreme sports and unable to find a job that interested him, Al set up Extreme. Today Extreme delivers a range of branded lifestyle products and services including Extreme Hotels, Ex Stores, Ex Freshies (Café Restaurants), Ex Element (courses and experiences business), Extreme Entertainment (TV), Extremepie.com (online retail), Extreme Mobile (an MVNO mobile phone network), Extreme Drinks, Ex Parks (sports based theme parks) , Ex Time (watches), Ex Mayhem (paintball), Ex Medics, Ex Publishing, Ex Rawstate (clothing, footwear and equipment), Ex Travel, and Extreme Cred. Extreme employs 247 people and operates in more than 70 countries around the world.

The Extreme Sports Channel gives the Extreme brand continuous 24/7 exposure and reaches over 40 million homes in 60 countries around the world.

Note to Editors about Plantation Group Dubai

Plantation Group Dubai are the owners and developers of Plantation Polo & Equestrian Resort Dubai, which is a unique equestrian community housing an exclusive collection of luxury dwellings, catering for the elite, and an equestrian centre which will have stabling for 800 horses and polo ponies.

Since its inception the owners and developers of Plantation have expanded into other large scale residential and tourism projects within the Emirates. Construction of the HollyBolly Hotel & Resort on Bawadi is scheduled to begin early 2008 and will be the first of 3 major new projects to be launched in 2008. The HollyBolly contains 1250 rooms which is set to become the world’s largest tourism and hospitality development.

For further information on Plantation Group Dubai please contact:
Tom Woolf (t): 00971 50 2547431 (e): twoolf@plantationdubai.com