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Press Release: Shell Vacations LLC
July 2, 2004
NORTHBROOK, IL -- Shell Vacations LLC pulled off a major coup last week when it announced the closing on a twelve
acre parcel of land in Napa Valley, California, one of the most desirable U.S. locations for any timeshare developer.
It was the only remaining land in Napa that had been zoned for vacation ownership development.
Development plans for the mixed-use property, as yet unnamed, call for a hotel and a premium purpose-built vacation
ownership resort totaling 200 two- and one-bedroom units. Amenities will include a swimming pool with jacuzzi and
children's pool, a state-of-the-art exercise facility, large meeting space facilities and on-site restaurant. The
resort will be designed with an old world, Tuscan/Italian theme to ensure that it enhances the natural feel of
the Napa region.
Described by Shelly Ginsburg, Shell Vacation's President and Chief Executive Officer, "This is an incredibly
beautiful piece of property. It is located on the crest of a mountain overlooking the Napa Valley, beside the freeway
and the famous statue of the grape crusher. We anticipate breaking ground by the end of September of this year
with the first phase of construction, consisting of 64 units, to be completed by the fourth quarter of 2005.
According to Simon Crawford-Welch, Executive Vice President of Sales & Marketing, "This resort will fall
under the Shell Vacations Club - West region and will be an excellent strategic fit, considering our owner base
in San Francisco. We know it will be a highly demanded resort by our owners and members. To market this unique
property, we anticipate having a small onsite sales operation and have planned several innovative marketing strategies
aimed at attracting a more affluent buyer." He added, "We are very excited to be part of the Napa community
and look forward to forming many mutually beneficial strategic alliances with Napa area businesses."
Adds Crawford-Welch, "Shell Vacations will be actively seeking passionate, motivated and highly qualified
professionals for both sales and marketing positions for this project. All inquiries should be made to Perry Bergelt,
Regional Director, SVC-West, at 602-300-5113."
According to Jeffrey Server, Shell's Executive VP of Acquisitions & Development, "For over two years we
have been working in concert with the Napa Planning Commission to obtain approval for this development. A major
element of their approval was based on our commitment to create an architecturally and environmentally acceptable
design that perfectly blends with the surrounding Napa Valley area. Having recently purchased the land from Summit
Securities, we are now confident that we can achieve this goal."
Shell Vacations intends to tap into the burgeoning tourism traffic that journeys to the popular Napa Valley. According
to the California Travel & Tourism Commission, The California wine industry accounts for $1.3 billion in tourism
expenditures with 14.8 million visitors coming to California wineries in 2002. Of those, nearly three million came
directly to Napa County wineries, and almost six million visited Napa and Sonoma counties from Bay Area-related
travel. The Napa Valley is host to 284 functioning wineries and 704 growers. Nearby Sonoma county has 210 wineries
and 963 growers. The area has only 3,000 hotel rooms, the majority of which are small bed and breakfast establishments.
Shell Vacations is one of the nation's largest independent vacation ownership developers, currently operating 17
resorts in six states and Canada and various preview centers. California resorts include three in San Francisco:
The Inn at the Opera, The Suites at Fisherman's Wharf, and the Donatello Hotel. Peacock Suites is the Shell Vacations
Club resort in Anaheim. The company has over 2,500 employees and a hospitality division serving close to 90,000
owner/members.
Shell Vacations' recent global refinancing has placed the company in a position to significantly expand its nationwide
resort network with several other significant projects currently underway in key vacation destination locations.
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For Additional Information Contact Simon Crawford-Welch at 847-564-4600, Ext. 160 Or Marge Lennon at 239-482-3891