In addition to getting rid of Banco Alfa, the heiresses of Aloysio Faria, former owner of Banco Real, sold to a BTG Pactual fund the huge plot of land in the south zone of São Paulo where the Hotel Transamérica operated, which closed its doors at the beginning of covid-19 pandemic. The plans are now ambitious: the site will receive a new club, which will have the first swimming pool with waves in the city, a success in superluxury developments in the country. The planned investment is R$ 1.1 billion, with the projection of, in the future, earning R$ 2 billion a year.
Named Beyond The Club São Paulo, the project is spearheaded by KSM, Oscar Segall’s company, one of the founders of construction company Klabin Segall, sold in 2009. It has transformed the construction of artificial beaches in luxury condominiums into a big business – the first project was Praia da Grama, in Itupeva, 70 kilometers from São Paulo.
“It’s been 80 years since a club has been launched in São Paulo. And this had to happen in a well-located area, with high purchasing power”, said Segall to Estadão.
The first titles went on sale two weeks ago and demand has exceeded expectations. So far, there have been 450 titles, 200 for the so-called founders and another 250 for the general public. The unit cost R$630,000. Each sale stage will have 3,000 titles and the price will still rise.
One of the challenges was finding a place in São Paulo to house the work, but one of the KSM partners, Raul Amorim de Souza, knew the Faria family. “After the death of Aloysio Faria, the family is going through a process of separation of assets and patrimonial reorganization. Having the hotel no longer made sense,” said Segall.
As the space at Transamérica alone would not be enough to house the club, land next door was also acquired, totaling 120,000 m². Teatro Alfa, which also belonged to the Faria family, was sold to BTG’s manager and will form part of the club’s complex, with the difference that it will remain open to the general public.
Due to renovations, the theater will temporarily close later this year, but will reopen “as soon as possible,” Segall said. The idea, he said, is that the theater also works as a source of extra income for the club’s membership.
Differentials
In addition to the artificial beach, the big bet to drive sales, the club wants to bring other differentials in relation to competitors in São Paulo. In addition to the courts and the popular beach tennis, the development will have a space for e-sports and simulators, including skiing and Formula 1, in addition to coworking. In part of the former Hotel Transamérica there will be an area for club members to stay, who will be able to stay there and bring guests.
more beaches
With the demand, KSM wants to take the Beyond The Club concept to other regions, including outside Brazil. The strategic plan already includes Miami (USA), Madrid (Spain), Dubai (United Arab Emirates) and Uruguay.
According to Segall, building an artificial beach is still quite expensive, but as the projects get off the ground, the tendency is for costs to drop. “The democratization process is already happening.”
The wave pool technology will be under the responsibility of the Spanish company Wavegarden, which has four parks open to the public. They are in Melbourne, Australia; in Bristol, England; in South Korea; and in Sion, in the Swiss Alps. In Brazil, Praia da Grama was the first in a residential complex.
Source: CNN Brasil
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