BMW Egypt Magazine - - CONTENTS - By Ola El Soueni

Es­cape and Ex­plore Fun Times

Soma Bay is one of the most beau­ti­ful places in Egypt, where one can re­lax, un­wind and have an un­for­get­table time. It was first es­tab­lished in 1991 with only two ho­tels, Sher­a­ton, which is 325 keys and Robin­son, which is 300 keys. The re­sort had cur­rently ex­panded to in­clude more ho­tels and ac­com­mo­da­tion op­tions for trav­el­ers. “Ba­si­cally, Soma Bay is a prime des­ti­na­tion on the red sea pro­vid­ing 5 stars deluxe ser­vices with a life­style fo­cus; be it div­ing, kite surf­ing, golf, spa, and beach.

I see Soma Bay as the num­ber one lux­ury des­ti­na­tion on the Red Sea for its unique lo­ca­tion [the only de­vel­oped penin­sula on the Red Sea]; of course hing­ing on great prod­ucts, ho­tels, ac­tiv­i­ties and ser­vices. Soma Bay is al­ready well es­tab­lished in the GSA (Ger­man – Swiss – Aus­trian) mar­kets and I see, it will achieve that in the Egyp­tian mar­ket as well”, says Ibrahim El Mis­siri, Soma Bay CEO. If you want to plan an ex­cit­ing va­ca­tion for all fam­ily mem­bers, Soma Bay is a venue to con­sider. It has an in­ter­est­ing ar­ray of fun ac­tiv­i­ties tai­lored to all fam­ily mem­bers and all age groups. You can al­ways chill out by the sea and mar­vel at the beauty of the scenery es­pe­cially around the pic­turesque sun­set. When the sun sinks in the water, it kind of takes all your wor­ries and stress with it! If you are up for a fun ad­ven­ture, you can al­ways go snor­kel­ing. What’s cool about it is that one can take his/her kids along

as the water is pretty shal­low and safe for chil­dren to ex­plore the un­der-water world of the red sea and leave them with a re­mark­able ex­pe­ri­ence. Chil­dren ac­tiv­i­ties on the beach and the dif­fer­ent ho­tels’ kids’ clubs en­ter­tain them through­out the day and leaves them happy. “It is real is­land-liv­ing with 10 mil­lion square me­ters of land, and 11 km coast line. With spec­tac­u­lar views from all lo­ca­tions in the bay to­gether with its con­sis­tent winds, Soma Bay is the best kite surf­ing spot and we have the unique 18-hole Gary Player Cham­pi­onship golf course; the first of its kind in the en­tire re­gion not just Egypt. In ad­di­tion to that, we have one of the top 5 house reefs in the world for div­ing, which is di­rectly ac­cessed by the long­est jetty in coun­try. Fur­ther­more, we have one of the best award­win­ning spas (Cas­cades) and tha­lasso cen­ters in the world”, adds El Mis­siri. If you want to es­cape the hus­tle and bus­tle of the city and re­lax, you can rent a boat and en­joy your day sail­ing the red sea. Seg­way rentals are also avail­able by the ho­tels’ beach prom­e­nade. One can have a stroll, jog or ride a bike by the beach to ex­er­cise out­doors while en­joy­ing a breath of fresh air. Cur­rently, Soma Bay is de­vel­op­ing its Ma­rina to com­prise of a num­ber of dif­fer­ent cui­sine restau­rants and live en­ter­tain­ment. It goes with­out say­ing that a va­ca­tion isn’t com­plete with­out a rich gas­tro­nom­i­cal scene, and that’s what Soma Bay strongly has. Food is of very high qual­ity and cooked to per­fec­tion guar­an­tee­ing to tan­ta­lize Soma Bay’s res­i­dents’ taste buds. “Soma Bay is ex­clu­sive due to the na­ture of the brands and the cur­rent to­pog­ra­phy of the lo­ca­tion. In other words, we see Soma Bay as an ex­clu­sive bou­tique des­ti­na­tion”, high­lights Omar El Hal­aby, Chief Real Es­tate Of­fi­cer at Soma Bay.

On Jan­uary 22nd, 2016, Soma Bay held for the first time in Egypt and the Mid­dle East a great con­cert, by one of the most renowned and leg­endary Rock Bands, the amaz­ing Dire Straits. The con­cert was a spec­tac­u­lar event and a huge suc­cess in each and ev­ery way. “It was an ex­cel­lent event, it at­tracted the right cus­tomer base (niche of the so­ci­ety). The over­all cus­tomer ex­pe­ri­ence was fan­tas­tic. All at­ten­dees had an amaz­ing time and left the con­cert with a big smile, which was the most re­ward­ing as­pect for us”, men­tions El Hal­aby. The con­cert was or­ga­nized by Soma Bay and RMC, where it at­tracted 2000 at­ten­dees. It was spon­sored by BMW and Coca Cola. The event lasted for 4 hours, of which the Dire Straits per­formed and bril­liantly en­ter­tained the au­di­ence for 2 hours. BMW Egypt was one of the spon­sors of the event, where the com­pany had just re­vealed the All-New BMW X1 for the first time in Egypt, the car was dis­played in the coastal re­sort on the day of the event, when all the clas­sic rock fans headed there to at­tend The Dire Straits Ex­pe­ri­ence con­cert. What topped the au­di­ence’s ex­pe­ri­ence was that BMW or­ga­nized a test-drive for Soma Bay guests dur­ing the week­end to ex­pe­ri­ence the plea­sure of driv­ing the All-New BMW X1 with the new spec­i­fi­ca­tions and tech­nolo­gies. With a 1.5L 136 Horse­power 3 Cylin­ders en­gine, fuel con­sump­tion is re­duced to 5.3 liters for ev­ery 100 KM. The new BMW X1 goes from 0 to 100 km/h in 9.7 sec­onds, with a top speed of 204 km/h. The power and tech­nol­ogy of BMW Twin Power Turbo en­gines, in­tel­li­gent light­weight con­struc­tion and so­phis­ti­cated aero­dy­nam­ics form the ba­sis in the BMW X1 for en­hanced driv­ing plea­sure.

“The oc­cu­pancy of Soma Bay was 70%, which was great given the cur­rent sit­u­a­tion of tourism. In ad­di­tion to that, the event it­self cre­ated a buzz in an off sea­son pe­riod in the Egyp­tian mar­ket”, says El Hal­aby. “We didn’t only con­cen­trate on bring­ing just a big in­ter­na­tional act to Soma Bay and the red sea, but we wanted to in­tro­duce live rock mu­sic; which is a genre that hasn’t been catered too enough. We also fo­cused on or­ga­ni­za­tion, lo­gis­tics and se­cu­rity, which his­tor­i­cally has al­ways been an is­sue with such events in Egypt. We wanted to show that we can have a pro­duc­tion of this scale, ap­ply­ing in­ter­na­tional stan­dards and norms of pro­duc­tion and man­age­ment; yet un­der very tight, yet com­fort­able and un­ob­tru­sive se­cu­rity mea­sures. I got to add that the con­cert started on time!” ex­plains El Mis­siri. The Dire Straits con­cert was a blast from the past! All the tick­ets of the con­cert were sold out. At­ten­dees had a fun time and a mem­o­rable ex­pe­ri­ence, where they danced the night away and en­joyed the great mu­sic. “We had a lot of peo­ple who also came from other neigh­bor­ing re­sorts. We are work­ing on es­tab­lish­ing Soma Bay to be the lead­ing event spot bring­ing all the big names and acts. Stay tuned for our up­com­ing con­certs”, men­tions El Mis­siri. It goes with­out say­ing that or­ga­niz­ing a big con­cert like that of Dire straits en­tails a lot of de­tails and event man­age­ment. In other words, it re­quires ex­ert­ing tremen­dous ef­fort and a lot of hard work. “The big­gest chal­lenge with this con­cert was to make it hap­pen dur­ing this dif­fi­cult time the coun­try is go­ing through, and to show­case the great venue we have. The band se­cu­rity was tight and their move­ment was re­stricted and I’m sure they were wor­ried com­ing to Egypt; but on stage they loved it so much, they asked when can we come back! So, that was the big suc­cess. The guests had an amaz­ing time and it felt so great when ev­ery­one started ask­ing when will the next one be. We have re­ally raised the bar, which is great. Fi­nally, I believe get­ting in­ter­na­tional acts to Soma Bay will be great as this form of tourism can be de­vel­oped, not just for the lo­cal mar­ket but for the re­gion as a whole”, as­sures El Mis­siri.

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