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Investment & Branding : the winning team

During the Hotel & Tourism Day at the 2009 Mipim show in Cannes, MKG Hospitality and HTR Magazine have moderated a conference on hotel investment introducing Gérard Brémond, chairman of the group Pierre & Vacances, and Dominique Ozanne, managing director of Foncière des Murs, to analyse the relations between an investor, owner of the property and an operator, owner of his brand.The discussions proved that the relations are not limited to financial flows. “We have brought our expertise in real estate to optimize the cost of the renovations that should be made”, insisted Dominique Ozanne. “This deal was also a first step to explore the quality of our relations, which could be extended in other fields of business”, explained Gérard Brémond. Indeed, the first results of the partnership seem to be both satisfactory as the .nancial results of Sun Parcs have improved and the lease was an easier burden for Pierre & Vacances, and profitable enough for Foncière des Murs.The discussions were based on the deal which combined the forces of Pierre & Vacances and Foncière des Murs to acquire Sun Parcs. This company managed 4 leisure centers in Belgium, close to the Center Parcs concept which is already in the Pierre & Vacances perimeter. The deal lead to the acquisition of the real estate by Foncière des Murs with a commitment to invest in the facilities to upgrade the product. “We call upon this solid partner long before concluding the deal, to work together on a business plan, with a strategy to enlarge the scope of our offer”, explained Gérard Brémond. “We have been rapidly convinced by the interest of the deal because it was very important for us to contract with an operator which owns both a solid brand and reputation. Thus, there could’nt be any problem in paying the lease which is our garanty of making a profit”, justified the managing director of Foncière des Murs.The discussions proved that the relations are not limited to financial flows. “We have brought our expertise in real estate to optimize the cost of the renovations that should be made”, insisted Dominique Ozanne. “This deal was also a first step to explore the quality of our relations, which could be extended in other fields of business”, explained Gérard Brémond. Indeed, the first results of the partnership seem to be both satisfactory as the .nancial results of Sun Parcs have improved and the lease was an easier burden for Pierre & Vacances, and profitable enough for Foncière des Murs.

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