Dubai’s Leisurecorp launches new look for South African golfing community
LeisureCorp, the business unit of Istithmar Real Estate behind the development of Jumeirah Golf Estates, Dubai and other global leisure brands, today launched its new brand identity for South African leisure development, Pearl Valley Golf Estates.
Pearl Valley is South Africa’s leading residential golf community and host for the South African open in December 2007. It was acquired by LeisureCorp in May this year as part of an ambitious growth strategy to develop leading leisure- and lifestyle-related investments in Dubai and across the world.
Today’s launch of the new identity sees Pearl Valley visually reflect its position within the LeisureCorp family, adopting the signature ‘swirl’ of its parent brand and of flagship development Jumeirah Golf Estates. The new logo harnesses the colours of the South African flag to anchor the brand within its geographic market.
David Spencer, Chief Executive of LeisureCorp says: ‘The signature swirl of the LeisureCorp brand represents the highest standards of leisure and lifestyle development. With its heritage as one of South Africa’s most sought after golf courses and communities, we felt Pearl Valley was certainly ‘swirl-worthy’. The new look and feel allows us to communicate the much deeper brand synergies of excellence in the leisure arena. For investors, partners and the golfing community, the identity immediately conveys that Pearl Valley is a LeisureCorp company, and possesses the qualities embodied in our flagship Jumeirah Golf Estate Brand.
‘As part of our long-term plans for growth, we’re also actively looking for more world class developments to add to the LeisureCorp portfolio.’
Currently, Pearl Valley has one 18-hole Jack Nicklaus-designed championship golf course, a 4,500 square metre clubhouse and a 500-home gated residential community surrounding the course. LeisureCorp’s plans for its development include the expansion of facilities, with initial options including an additional 18-hole championship course, further homes and residences, and one or more additional luxury resort hotels.
LeisureCorp is putting plans in place for international reciprocal benefits across its Pearl Valley Golf Estates, Jumeirah Golf Estates and its future golf developments. Jumeirah Golf Estates, LeisureCorp’s flagship golf development, has brought together the world’s leading golfing and course design superstars, to create Dubai’s premier residential golfing community. Greg Norman, Vijay Singh, Sergio Garcia and ‘the father of modern golf course design’, Pete Dye, are working on creating one of the world’s most distinctive golf developments.
