somerset-newsletter - (inside)somerset singapore (opening q4 2003) australia somerset hyde park,...

ASCOTT LIVING June 2001 1

Global Brands

3 Leading Brands

4 Evening At

The Races

6 Somerset Lake

Point Opens

8 Building Brands

In China

9 Management

Contracts

10 Non-Core Assets

11 Training Institute

Brand Champions - Ascott Dty Chairman Mr Liew Mun Leong, Chairman Mr Lim Chin Beng, CEO Mr Kee Teck Koon(third, fourth, fifth from left) and the senior management

The Ascott Group has embarked on a S$5 million brandpromotion exercise of its serviced residences in 16 cities in 10countries.

The residences are being rationalised into two brands – TheAscott luxury residences for top executives and stylishSomerset brand for senior and upper management executives.

The initiative, which involves the group’s 6,000 servicedresidence units, paves the development of its successfulregional brands into global brands.

(Continued on pg 2...)

THE ASCOTT GROUPToday, The Ascott Group is the Asia Pacific’s largest servicedresidence company. Its ‘The Ascott’ and ‘Somerset’ servicedresidence brands are dominant market leaders in the region.

The Ascott Group aims to transform from a regional leaderinto a global leader in serviced residences, with a presence thatspans the Asia Pacific, Europe and the United States.

Created through the merger between The Ascott Limited andSomerset Holdings Limited in November 2000, the group ownsand / or manages over 6,000 serviced residence units in 16cities in 10 countries.

Its shares trade as ‘Ascott’ on the Singapore Exchange. Thegroup is the serviced residence arm of CapitaLand Limited,Southeast Asia’s largest listed property company.

J U N E 2 0 0 1MITA (P) NO. 019/06/2001

LIVING


Worldwide NetworkThe Ascott Group’s chief executive officer,Mr Kee Teck Koon, said: “The main driverof our future performance will be our globalfranchise – our ability to provide a networkof serviced residences in major cities, witheconomies of scale.

“Our brands will power our growth into aleading player in the international servicedresidence industry. Our success will bedriven by our expertise in transforming ourleading brands in the Asia Pacific intocompelling global icons.”

The largest serviced residence company inthe Asia Pacific, The Ascott Group targetsto grow to 15,000 serviced residence unitsby 2005, compared to its current 6,000units.

Mr Kee said that the company will alsoleverage on its brand strength to secure moreserviced residence management contracts.It aims to grow its third party managementprojects to one third of its total portfolio,and improve its capital productivity.

The HardwareMr Kee added that the group’s brandstrength will be built on its innovativeproducts, quality of customer experienceand consistency in product and servicestandards.

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‘Heartware’ at Somerset Grand Cairnhill

‘Hardware’ – setting new benchmarks in design and product development

The company will continue to invest in its ‘hardware’especially in product development and design. Today it is thefirst serviced residence company in Singapore to provide itscustomers with real-time on-line reservations. Clients makingbookings over the Internet receive immediate confirmation,and can make ‘virtual tours’ to check out the apartmentsthey choose.

The HeartwareThe group aims to enrich its guests’ living experience, throughits emphasis on ‘heartware’ or service quality, and ‘menu’ ofguest support services. These range from organising eventsfor guests to experience the local culture, to networkingactivities to help them integrate with the community.

Mr Kee said that The Ascott Training Institute not only armsstaff with the skills to provide superior service, it alsomotivates them to provide the service passion that is integralto the The Ascott ‘heartware’.

To ensure consistency in product and service quality, thecompany conducts regular audits at its residences across theregion. Its systems are also continually refined andbenchmarked against the world’s best companies.


The Ascott – Successful, Distinguished, Elegant

Luxurious elegant living in some of the finestserviced residences in the Asia Pacific is TheAscott promise. Located in the heart of thebusiness districts of gateway cities, The Ascottserviced residence provides the discerning topexecutive with exclusive living amid first-classfacilities and gracious discreet service.

Leading Brands

Somerset – Contemporary, Stylish, Warm

Located in the business hub of major cities,Somerset serviced residences offer a seamlessblend of comfort and convenience, amid stylishdécor. Savvy executives and their families enjoymodern business facilities and good living amidthe pulsating city excitement and charminglocal culture.

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The AscottSingapore The Ascott Singapore

China The Ascott Beijing (Opening Q3 2001)

The Ascott Pudong, Shanghai

Indonesia The Ascott Jakarta

Malaysia The Ascott Kuala Lumpur

New Zealand The Ascott Metropolis, Auckland

Thailand The Ascott Piraya, Bangkok (Opening Q2 2002)

United Kingdom The Ascott Mayfair, London

SomersetSingapore Somerset Grand Cairnhill

Somerset CompassSomerset Liang CourtSomerset OrchardSomerset Singapore (Opening Q4 2003)

Australia Somerset Hyde Park, SydneySomerset Melbourne (Opening Q3 2002)

China Somerset Grand ShanghaiSomerset Fortune Garden, Beijing

(Opening Q4 2001)

Somerset Olympic Tower, TianjinSomerset Xu Hui, Shanghai

Indonesia Somerset Grand Citra, JakartaSomerset Puri Darmo, Surabaya

Malaysia Somerset Gateway, KuchingSomerset Kuala Lumpur

Philippines Somerset Millennium, MakatiStamford Court Salcedo, Makati

Thailand Somerset Lake Point, BangkokSomerset Riverton, Bangkok

(Opening Q4 2002)

Somerset Thonglor, Bangkok

United Kingdom Somerset Bishopsgate, London

Vietnam Somerset Grand HanoiSomerset Chancellor Court,

Ho Chi Minh CitySomerset Ho Chi Minh CitySomerset West Lake, Hanoi


An exciting evening at the races provided a memorable way forThe Ascott Group to launch its brand promotion with its guests,clients and business associates.

The company sponsored The Ascott Cup race at the SingaporeTurf Club, and dramatically highlighted its race for leadershipin the international serviced residence industry.

Between races, its chief executive officer, Mr Kee Teck Koon,said: “Today, there is no truly global serviced residence company.At The Ascott Group, we see this as a great opportunity tobuild a global icon.”

Evening At The Races

Raring forthe race -

(from left)Ascott DirectorsMr Lim Jit Poh,Mr Ang Ah Lay

with Mr GohYong Hong andMr Raj Sivaram

Guests try outAscott’s

real-timeinternet

reservationssystem

“It is an ambition that has fired the imagination and pumpedup the adrenalin of our 3,200 staff across the region. As werace for global leadership, we need you to continue to placeyour bets on us, and our The Ascott and Somerset residences.”

As guests bet on The Ascott race, they were treated to asumptuous buffet of specialties from the various cities the groupoperates in. They were also rewarded with free accommodationfor their knowledge of its properties in a monopoly game.

Confident supporters – (from left)Ascott Chairman Mr Lim Chin Beng,Lt-Gen (Retd) Winston Choo, Mr Bertie Cheng

Choosing winners - (from left) Mr Richard Helfer,and Ascott Director and former SingaporePresident, Dr Wee Kim Wee

Living the brand promise -Mr and Mrs Ernest Slocum,who are staying at The Ascott Singapore

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Global AmbitionMr Kee added: “Fifteen years ago, we openedour first serviced residence – The AscottSingapore. We were a pioneer and set productand service standards that others followed.Today, we are the largest in the Asia Pacific,and determined to expand into the major citiesof Europe, the US and Asia Pacific.”

Surprise VisitorFormer US First Lady, Mrs Hilary Clinton, made asurprise visit to Somerset Grand Hanoi, during hertrip to Vietnam in November last year.

She had heard about the serviced residence fromthe US community in Hanoi and decided to drop byand dine there. Mr Alfred Ong, The Ascott Group’scountry general manager for Indochina, receivedher with warm hospitality.

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Indochina Country GM Alfred Ongwith Mrs Hilary Clinton

Toasting to The Ascott global ambition

Somerset supporters

“Our The Ascott and Somerset brands

will power our global ambition. At the

heart of our brands, our core purpose

is simple. We don’t just provide a roof.

We enrich our guests’ living experience.

The time they are with us is our

opportunity to enhance and contribute

to their well being and success

while they are away from home,”

said Mr Kee.

Enjoying the races - (from left) Mrs Lim Chin Beng,Mrs Ng Jui Ping, Mrs Winston Choo

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Somerset Lake Point, a prime residence with spectacular lakeviews in the heart of Bangkok’s Sukhumvit business district,was officially opened in April.

The twin tower development comprises a 26-storey 199-unitserviced residence and a 31-storey 157-unit apartment block.

The 1.24 billion Baht (US$30 million) project made headlinesin September last year, when it was acquired by IP ThaiProperty Fund (IPTPF), and became Bangkok’s second largestproperty acquisition for the year involving a foreign investor.The contract to manage the serviced residence was awardedto The Ascott Group, following the acquisition.

Residence with

Lake View Opens

IPTPF is a joint venture between I.P. Property Fund AsiaLimited (with 70 per cent stake) and The Ascott Group(with 30 per cent stake). I.P. Property Fund Asia ismanaged by I.P. Real Estate Asset Management, a jointventure between ING Real Estate and CapitaLandLimited.

Doubling OccupancyThe group’s chief executive officer, Mr Kee Teck Koon,said: “In just six months since operating the property,we have more than doubled its occupancy to over80 per cent, and at higher than market rental rates.

“This project demonstrates a key competitive edge - ourability to bring new properties to stabilised occupanciesin the shortest time possible. We achieve this by deployingspecially trained teams who implement a rapid-firepre-opening model to shorten the various phases oflaunching a property.”

Somerset Lake Point

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A colourful welcome for HE Mr Calvin Eu,Singapore’s Ambassador to Thailand

A Thai ‘blessing dance’ for an auspicious opening


Mr Kee added that the group plans to open its top of theline 300-unit The Ascott Piraya serviced residence and101-unit Somerset Riverton by end 2002. Its currentpresence in Bangkok includes the 93-unit Stamford CourtThonglor (to be renamed Somerset Thonglor), 118-unitOmni Tower serviced residence, and 61-unit KallistaResidences for long staying guests.

“We are poised to become a significant player in Bangkok’sserviced residence market with over 1,000 units by 2002.This is in line with our strategy to build critical mass ingateway cities, and drive higher operating margins byclustering our portfolio to exploit economies of scale andmaximise our revenue,” said Mr Kee.

Studio ApartmentsSomerset Lake Point serviced residence features furnishedstudio apartments and two-bedroom units. Facilitiesinclude a pool, jacuzzi, sauna, gym, squash courts, businesscentre and library.

At the non-serviced residential tower, fitting out worksand marketing of the two, three and four-bedroomapartments have begun. The apartments are furnished tosimilar standards as the serviced residence units, withseparate recreational facilities.

Annual Report AWARDS

The lobby at Somerset Lake Point

The Ascott Limited’s annual report forthe financial year ended June 1999 wona Certificate of Special Commendationin Singapore’s 2000 Annual ReportAward Competition in recognition of itshigh standards of financial reporting.

The Somerset Holdings Annual Report1999 won the gold award in the2000 International Annual ReportCompetition Awards in New York, US.The award recognises excellence inwriting and design in annual reports.


The group’s flagship The Ascott brand was launched in China inApril, with the soft opening of the The Ascott Pudong servicedresidence in Shanghai.

A prime 35-storey 248-unit development, The Ascott Pudong isthe first luxury-class serviced residence in Lujiazui, Shanghai’sbusiness district in Pudong. The group also redesigned the Chinesecharacters of its The Ascott and Somerset brands, and rebrandedits Stamford Court Xu Hui serviced residence in Shanghai asSomerset Xu Hui.

The group’s chief operating officer, Mr Cameron Ong, said: “Thebrand rationalisation in China accelerates the transformation ofour leading brands into global icons.”

Building Brands in China

The group will open two newproperties in Beijing in the next fewmonths – the 272-unit The AscottBeijing and 254-unit Somerset FortuneGarden.

PenthousesThe Ascott Pudong boasts elegantlyfurnished units ranging from oneto four-bedroom apartments andpenthouses with spectacular views ofthe Huangpu River.

Facilities include a business centre,heated swimming pool, sauna, indoortennis court, gym and lounge.

Strong DemandHe added that demand for serviced residences in Shanghai is strong,boosted by increased foreign business interest in China, ahead ofits anticipated entry into the WTO.

“The Ascott Pudong enables us to tap into this demand, andaccelerates our brand development in China with a flagshipproperty that sets new benchmark standards in the city,” he added.

“Our serviced residences in China are performing strongly. SomersetGrand Shanghai exceeded the market with 85 per cent occupancy.In Tianjin, our Somerset Olympic Tower achieved one of the highestoccupancies at 90 per cent.”

He said that The Ascott Group will focus its presence in China inthe gateway cities of Beijing and Shanghai to build critical massand forge brand leadership. By the end of the year, it will operate1,444 units, making it one of the largest serviced residence playersin the country.

Serviced Residences in China

Shanghai

• The Ascott Pudong

• Somerset Grand Shanghai

• Somerset Xu Hui

Tianjin

• Somerset Olympic Tower

Opening soon in Beijing

• The Ascott Beijing

• Somerset Fortune Garden

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Launching The Ascott brand in Shanghai

For serious workouts - The Ascott Pudong gym


The Ascott Group has secured two moremanagement contracts in Melbourne andSingapore. This is in line with its strategy toincrease its stock of managed properties toone-third of its portfolio, and increase its fee-based income.

Myer House in Melbourne’s central businessdistrict will strengthen the group’s presencein Australia. The company currently operatesthe 71-unit Somerset Hyde Park in Sydney.

Now a retail-cum-office complex, the26-storey Myer House will be refurbishedby its developer, Australand Holdings Ltd,into 135 serviced residence units and 200apartments.

The project, which is due for completion inthe second half of 2002, is within walkingdistance of Melbourne Central ShoppingCentre, and minutes from the businessdistrict at Collins Street.

Ascott International, the group’s managementarm, will operate the residence for 10 years.The property will be marketed under thecompany’s Somerset brand of servicedresidences.

Myer House boasts a gymnasium, spa-pool,jacuzzi, sauna, roof top barbeque area,lounge and meeting rooms.

In Singapore, the group has secured a10-year contract to operate a proposed12-storey, 94-unit residential project atBencoolen Street. The location is earmarkedby Singapore’s Urban RedevelopmentAuthority for development into aninternational entertainment hub, similar toBroadway and Times Square in New York.

More Management

Contracts Clinched

To be built by the Islamic Religious Council of Singapore(MUIS), the project stands next to a four-storey commercialblock. Construction will complete by end 2003.

The Bencoolen project will be marketed as a Somerset servicedresidence and will offer one to three-bedroom units, agymnasium, swimming pool and residents’ lounge.

With the project, The Ascott Group will have more than 750serviced residence units in Singapore, accounting for 25 percent market share.

The company already owns and operates the 153-unit TheAscott Singapore, 144-unit Somerset Grand Cairnhill, 88-unit Somerset Orchard, 192-unit Somerset Liang Court and72-unit Somerset Compass.

The group’s management services are attractive to buildingowners because it offers leading brands, an extensivemarketing network and better returns due to its economiesof scale.

Come home to the delicious aromaof home cooking at Somersetresidences equipped with kitchens

Myer House in Melbourne


Selling Non-Core

Businesses

Orchard Point Shopping Centre

Masters Golf Course and Country ClubThe group has sold its stake in the project toa Hongkong-based investment company forUS$16.3 million in cash and US$2.3 millionin transferable country club memberships.

Although the sale price will result in a loss ofS$10.5 million for the current financial year,the disposal will save the company aboutS$5.2 million a year in further operating costs,interest and depreciation.

The Ascott Group is progressing well on its plans to divestS$1.4 billion of its non-core assets in the next two tothree years.

The disposal is central to its strategy to focus on its servicedresidence business where it has the greatest competitiveadvantage, and exit its other businesses.

In the first half of the year, it entered into agreements tosell its Orchard Point retail podium in Singapore, retailmanagement business, and stake in a golf course in China.

The group expects to divest another S$400 to S$500 millionof its retail properties in the next few months.

Proceeds from the disposal will be used to retire debts andfund the expansion of its serviced residence business inEurope, North Asia, Australia and the US.

Future acquisitions will involve mainly operationalproperties that are immediately earnings accretive.

Orchard Point Retail PodiumThe sale of the shopping centre for S$91 million will resultin a S$5.9 million gain in FY 2001. The mall commands100 per cent occupancy with a tenant mix spanningentertainment related shops, fashionable boutiques andF&B outlets.

Retail Management ContractsThe agreement to assign the group’s retail propertymanagement contracts for S$8.5 million, includes thetransfer of its retail property management staff toCapitaLand Commercial.

The deal preserves the retail management franchise whichThe Ascott Group has built up, and provides businesscontinuity for its partners, tenants and business associates.It also offers an attractive career path for the retail propertymanagement staff.

The deal preserves the retail managementfranchise which the group has built


The Ascott

Training InstituteThe Ascott Training Institute, the group’s regional trainingschool, facilitates the systematic transfer of skills and bestpractices throughout the organisation.

The institute works to establish consistent product quality andservice standards throughout the group’s properties across theregion. This involves implementing a systematic pre-openingprocess for all new properties, developing and conductingtraining programmes to equip staff with the relevant skills andknowledge, and conducting post-training audits and trackingof standards for all new and existing properties.

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Ascott PassionBesides providing staff with the knowledge to providesuperior service, the institute also motivates them to practiseThe Ascott ‘service passion’. This involves striving to delivera high standard of service with warmth and enthusiasm.

To continually refine and benchmark against the world’sbest companies, Ascott managers from across the group’sproperties in 10 countries meet up twice a year to reviewtheir operational performance and improve key processes.The first meeting for 2001 was held in Malaysia in April.

University Link-UpsAmong the school’s major training initiatives are its licensingpartnerships with Singapore’s Nanyang TechnologicalUniversity (NTU), providing modules in financialmanagement accredited by the Nanyang Business School ofNTU; and the development of a Regional Training Scheme(RTS) which is supported by the Economic DevelopmentBoard of Singapore.

Under the RTS, heads of departments based overseasundergo a five-week training programme in Singaporecomprising project work, on-the-job and classroom training.

The institute also conducts short overseas and localprogrammes for specialist staff to keep up-to-date on bestpractices in their fields.

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Ascott managers across the region meet up tobrainstorm best practices, with NTU facilitators

The Ascott service with warmth

The Ascott GroupNo 8 Shenton Way #13-01Temasek Tower Singapore 068811

Tel: (65) 220 8222 Fax: (65) 227 2220Website: www.the-ascott.com

The Ascott Serviced ResidencesCITY PROPERTY TEL FAX

Auckland The Ascott Metropolis (64-9) 300 8800 (64-9) 300 8899Bangkok The Ascott Piraya (Opening Q2 2002)Beijing The Ascott Beijing (Opening Q3 2001) (86-10) 6568 7868 (86-10) 6568 7898Jakarta The Ascott Jakarta (62-21) 391 6868 (62-21) 391 3368Kuala Lumpur The Ascott Kuala Lumpur (60-3) 2142 6868 (60-3) 2142 9888London The Ascott Mayfair (44-207) 499 6868 (44-207) 499 0705Shanghai The Ascott Pudong (86-21) 6886 0088 (86-21) 6886 0001Singapore The Ascott Singapore (65) 735 6868 (65) 733 7561

Somerset Serviced ResidencesCITY PROPERTY TEL FAX

Melbourne Somerset Melbourne (Opening Q3 2002)Bangkok Somerset Lake Point (66-2) 663 1234 (66-2) 663 1250

Somerset Riverton (Opening Q4 2002)Somerset Thonglor (66-2) 714 9200 (66-2) 714 9202

Beijing Somerset Fortune Garden (Opening Q4 2001) (86-10) 6505 2567 (86-10) 6505 0077Hanoi Somerset Grand Hanoi (84-4) 934 2342 (84-4) 934 9988

Somerset West Lake (84-4) 843 0030 (84-4) 845 5519Ho Chi Minh City Somerset Chancellor Court (84-8) 822 9197 (84-8) 822 9219

Somerset Ho Chi Minh City (84-8) 822 8899 (84-8) 823 4473Jakarta Somerset Grand Citra (62-21) 522 5225 (62-21) 522 6220Kuching Somerset Gateway (60-82) 250 958 (60-82) 259 958London Somerset Bishopsgate (44-207) 621 8788 (44-207) 621 8700Manila Somerset Millennium (63-2) 888 0505 (63-2) 812 7721

Stamford Court Salcedo (63-2) 888 6668 (63-2) 888 6655Shanghai Somerset Grand Shanghai (86-21) 6385 6888 (86-21) 6384 8988

Somerset Xu Hui (86-21) 6466 0888 (86-21) 6466 4646Singapore Somerset Grand Cairnhill (65) 835 2900 (65) 735 5775

Somerset Compass (65) 732 7737 (65) 732 8068Somerset Liang Court (65) 337 0111 (65) 336 0281Somerset Orchard (65) 735 0500 (65) 831 1811Somerset Singapore (Opening Q4 2003)

Surabaya Somerset Puri Darmo (62-31) 732 6066 (62-31) 732 6287Sydney Somerset Hyde Park (61-2) 9283 8811 (61-2) 9283 8899Tianjin Somerset Olympic Tower (86-22) 2335 5888 (86-22) 2335 3555

The HeritageCITY PROPERTY TEL FAX

Shanghai The Heritage Shanghai (Opening Q2 2002)Singapore The Heritage Singapore (65) 736 9717 (65) 736 9806

Other Residences Managed by Ascott International ManagementCITY PROPERTY TEL FAX

Bangkok Kallista Residences (66-2) 651 0690-7 (66-2) 651 0699Omni Tower (66-2) 656 8300 (66-2) 656 8338

Jakarta Country Woods (62-21) 740 1245 (62-21) 749 1365Singapore Char Yong Gardens (65) 735 5725 (65) 735 8291

Portofino (65) 736 9717 (65) 736 9806

The Ascott Group Directory

The Ascott Group Limited (Corporate Office) Tel: (65) 220 8222 Fax: (65) 227 2220Website: http://www.the-ascott.com

Ascott International Management Pte Ltd Tel: (65) 220 8222 Fax: (65) 227 2220

Central Reservations Tel: (65) 272 7272 Fax: (65) 736 9806Email: [email protected]

No part of this publication may be quoted or reproduced

without the prior permission of the copyright holders,

The Ascott Group and its subsidiaries.

Printed by Markono Print Media Pte Ltd

21 Neythal Road, Singapore 628586

Ascott Living is a newsletter of The Ascott Group

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