Shell Vacations Continues Positive Momentum

Developer signs two new franchisees, adds new lender, Napa resort inventory

As Shell Vacations begins a new year, the future looks extremely bright for the vacation ownership developer with successes continuing to mount … adding new franchisees, financing partners, offsite brokers, and winning national awards. 

“The momentum continues,” says Franklin Khedouri, President of Shell Vacations Systems, “as we proudly announce the signing of two properties of American Leisure Holdings, Inc. of Orlando, Florida. The first, slated to begin sales in 2008, is The Boulevard, a landmark art deco hotel located in the heart of South Beach, Miami. Upon completion of a major renovation, the entire property will become a Shell Vacations Club destination resort.”

The Boulevard will be followed by Tierra del Sol, a short drive from the Disney theme park in the Orlando area. American Leisure plans to dedicate over 200 purpose built units to Shell Vacations Club. Tierra del Sol is a mega-complex that will have over 900 units, a $30 million water park and many additional amenities. Upon completion, the hotel will be the largest Sonesta in the world.
Other corporate news and recent achievements include: 

• Craig Goldstein, Chief Financial Officer for Shell Vacations LLC has announced that the company has created a new relationship with Liberty Bank/Wellington Financial Group, resulting in the closing of three loans since September 2007. Added Goldstein, “Liberty responded quickly and effectively to Shell Vacations’ needs during a time when the credit markets were volatile, which generally extended lender response times. This new relationship adds an additional strategic partner to our group of lenders, which is beneficial in these unpredictable and turbulent financial times.”

• As its membership base approaches 83,000 families, the Shell Vacations Club continues to remain focused on enhancing benefits and service levels provided to its members. During the past year, the Club launched Point & Play, their online reservations engine, along with “webchat”.  Through the SVC Lifestyles program, members now have access to accommodations in an increasing number of urban destinations, including San Diego, Chicago, Los Angeles, and Sydney. According to Paul Adreani, President of Shell Vacations Club, “As far as SVC resorts go, we are also adding inventory at our Vino Bello Resort in Napa Valley, a destination which is highly demanded by our SVC members.”

• Shell Vacations Hospitality has been honored with the prestigious Gold Award in the web-marketing category of the Adrian Awards, held annually by the Hospitality Sales & Marketing Association International (HSMAI). The Shell Vacations Hospitality website was selected as one of the best for a hotel chain, affiliated group or franchise system. Nearly 1,300 entries from around the world took part in this year’s competition, judge by expert hospitality, travel, tourism, and medial professionals.  Karen Johnson, VP of Sales & Marketing for Shell Vacations Hospitality, was on hand to accept the award at a gala event in New York City. In a related development, after enhancing its website, rental revenues generated through the Shell Vacations Hospitality in 2007 were five times what they were in the previous year.

• Joe Malone, Vice President Sales & Marketing Operations for Shell Vacations adds: “Shell Vacations is pleased to announce that Face 2 Face Marketing LLC has signed an agreement to operate as a broker to sell our points-based Shell Vacations Club product in Denver and we are considering expanding opportunities for Face 2 Face where they aren’t operating currently. We were very impressed that Carlos Ors, President of Face 2 Face Marketing LLC, took due diligence to the next level when he went to Hawaii on vacation and he jumped on the sales line to have a ground up experience on how the product works.” Commented Carlos, “Clearly, I learned first-hand, it was the best product in the industry. We are excited to be part of the SVC team.” 

•  In December, resort general managers and their regional directors gathered for the annual Shell Vacations Hospitality GM conference in Scottsdale, Arizona, at the Orange Tree Resort. Described Sue Kelley, President of Shell Vacations Hospitality, “Our managers received extensive training in every facet of resort management. Team members from Shell Vacations Club, Human Resources and the Finance/Accounting Department lent their expertise as trainers for several educational sessions at the four-day conference.

The event culminated with an elegant dinner and awards presentation. Arriving guests were escorted down a genuine red carpet - illuminated by klieg lights and surrounded by reporters and autograph seekers - making everyone feel like a celebrity. Our Chairman and CEO Shelly Ginsburg and President Tracy Sherles participated in a hilarious presentation, which brought everyone to their feet in applause.  It was truly an outstanding conference!”