Industry News 4/16/2007

Extreme Hotels - Breaking the Mould

Extreme Hotels - Breaking the Mould

LONDON (April 13th 2007)

Well it was a big risk… but then the Extreme Grouplove a good risk!!

To think… translating what was originally an irreverent TV channel brand into a branded hotel, they must be mad. Well, they are and it’s proven not just a massively successful move, but also a groundbreaking one… and they’ve got the figures to prove it!

Yep, The first Extreme Hotelopened its doors onto the kickin’ Cape Town scene on the 1st November 2006, and has since gone on and smashed all its sales targets stunning everyone involved, not least the CEO and Founder of the Extreme Group, Al Gosling who stated, “This really has taken us all by surprise. We knew we had to do something pretty special with the hotel to be taken seriously in order to extend the brand into this particular sector. However, we never expected to receive such a positive response from both a media and consumer perspective of which has converted financially, we’re all absolutely chuffed.”

Having rolled out on the 1st November 2006, the hotel’s sales have surpassed the initial aggressive budget after only five months of trading. In 2007 they have skyrocketed well beyond the managements forecasted sales targets. For the three months to end of March 2007, total revenue exceeded their budgeted revenue target by 26% …not bad I think you’ll agree. Furthermore, because of this success Al is heading out to Dubai to speak at the third annual Arabian Hotel Investment Conference held 28th – 30th April 2007.

Obviously there’s a number of contributing factors to this success, such as quality customer service delivered, the extensive range of local activities provided in association with the hotel (such as bungee-jumping, shark-diving, and even a spin in a British fighter jet), and not forgetting the hotel itself; oozing adrenaline it boasts a five storey climbing wall on the hotel exterior, glass wall between the restaurant and the swimming pool so diners can watch their fellow guests swim, and elevators made from recycled shark-diving cages and Alpine cable cars. It’s clear, the overall success of this new venture has been down to the superb quality and delivery of the concept by Protea, our operating partner, and the power and kudos of the Extreme brand.

The Extreme Hotels brand has become a big, big hit with folks from all walks of life, many of whom were intrigued to see how the established Extreme brand has been translated within the hotel sector, still keeping with its core values of Vision, Passion, Freedom, and Irreverence. These people have not been disappointed, enjoying the first boutique hotel aimed exclusively at extreme sports enthusiasts.

This is the dawn of a groundbreaking movement for the Extreme Group, and their first hotel is at the pinnacle of this motion… Extreme Hotels are very much ‘breaking the mould’ and we love it!!

What the press have been saying.

Extreme Hotels

The first Extreme Hotel opened it’s doors on the 1st November 2006 in Cape Town, SA and is an all-new 130-bedroom hotel located on the foot of Table Mountain giving great access to all that’s on offer. To give you a taster, the bedrooms have an extra length king size bed, walk in shower, complimentary wireless Internet access and flat screen LCD TV, etc. The hotel extras include a 5-storey climbing wall on the outside of the building, ‘Bose’ sound room for guest use, 6 sound & vision chairs, swimming pool that changes colour and has underwater music, pool deck that overlooks Table Mountain, non-smoking public area with a dedicated smoking room and a Breakfast, Lunch and Dinner restaurant offering ‘the whole shebang’.

How did we do it you ask? Well… Extreme Group; one of the world’s fastest growing youth focused brands, and Protea Hotels; Africa’s leading hotel operator have all got together to make it happen and are now seeking further funding for this new (Ad)Venture, to create and roll out the new groundbreaking and revolutionary hotel chain, Extreme Hotels.

Extreme Group

Extreme Group was started in 1995 by Al Gosling, founder of the Extreme Sports Channel and is a collection of businesses with a shared brand and shared 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 Entertainment (TV), Ex Stores, (online retailer), Extreme Mob (an MVNO mobile phone network), Extreme Drinks, Extreme Hotels, Ex Parks (sports based theme parks), Ex Freshies (cafés), Extreme Cred, Ex Travel, Extreme Element (sports courses and experience voucher service), (first ‘real time live’ social network), Extreme Mayhem (paintball), Extreme Medics, Ex Decko (large pic and graphic service), Ex Raw State (apparel and footwear range). 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. For more information please see the ‘About us’ section or sign up for all news offers and updates on