SOLAN

SOLAN Initiative – Phase One Development Framework

Crowne Plaza Dead Sea Development Program

I. Initiative Overview

SOLAN is a targeted development initiative designed to elevate the Crowne Plaza Dead Sea’s lower-terrain facilities into a modern, revenue-generating lifestyle hub.

Rather than restructuring the hotel, SOLAN focuses on enhancement, strategic rebranding, and experience-based development, aligning the property with contemporary international standards while preserving its core operational framework.

The initiative is built on three pillars:

1. Facility Redevelopment – Aesthetic and functional upgrades to existing zones.

2. Operational Strategy Integration – Alignment with IHG commercial, F&B, and marketing divisions.

3. Experiential Repositioning – Re-imagining the guest journey through design, naming, and curated service layers.

II. Strategic Development Zones

1. SOLAN Pool (Adults-Only Private Pool Redevelopment)

Objective:

Transform the existing adults-only pool into a high-end, design-driven, adults-exclusive experience without structural reconstruction.

Scope:

• Interior and furniture redesign (modern lounges, shaded decks, linear decor).

• New lighting, music, and scent strategy for sensory branding.

• Upgraded bar concept emphasizing craftsmanship and service precision.

• Integration of F&B partnership programs (signature drinks, pool-side bites).

• Brand and naming revision to reposition the pool as a distinct signature zone.

Value:

Quick, low-risk ROI due to existing infrastructure; significant visual and experiential upgrade; serves as the pilot project for the SOLAN identity.

2. SOLAN Beach Club (Adults-Only Seaside Zone)

Objective:

Develop a dedicated, adults-only beach club on the lower seafront, establishing the first true beach-lifestyle experience in the Dead Sea region.

Development Scenarios:

Scenario A – Adaptive Redevelopment (Low-Risk):

• Utilize existing Crown Plaza beach structures and infrastructure.

• Redevelop aesthetics, materials, and layout to introduce a branded club identity.

• Integrate a bar, shaded lounges, showers, and curated F&B service.

• Maintain operational integration with hotel management.

Scenario B – Independent Beach Club (High-Value / Moderate-Risk):

• Develop a new adults-only section on the unused beachfront adjacent to the property.

• Operate as a semi-independent club with entry control and premium access fees.

• Target regional day-use clientele (Amman, GCC guests, tourists from neighboring hotels).

• Integrate upscale F&B service, entertainment, and live programming.

• Potential for standalone revenue model through entrance and beverage sales.

Advantages:

Positions Crowne Plaza as the first lifestyle-driven Dead Sea destination, appealing to a new market segment while increasing per-guest spending.

3. SOLAN Shoreline (Public Beach Aesthetic Upgrade)

Objective:

Refine and beautify the existing public/family beach without major intervention.

Scope:

• Sand treatment and visual landscaping.

• Minimalist aesthetic improvement (sunbeds, signage, pathway materials).

• Maintain inclusivity for all guests.

• Serve as a visual continuation of the SOLAN brand aesthetic, maintaining cohesion.

Value:

Enhances the full resort image while preserving family access and operational simplicity.

III. Supportive Development Sectors

A. F&B Micro-Hubs

Introduction of curated mobile service concepts positioned across the lower-terrain zones.

Each will embody SOLAN’s design language — aesthetic mobility, refined simplicity, and high operational flexibility.

These hubs provide light refreshments, crafted beverages, and branded moments that complement the resort’s visual rhythm.

B. Transportation & Guest Flow

Implementation of a luxury internal mobility experience using electric carts or design-cohesive vehicles.

Focus on silent, aesthetic transport connecting all SOLAN zones seamlessly, reinforcing the overall perception of refinement.

IV. Development Philosophy

SOLAN operates under the principle of incremental transformation — small, high-impact interventions that collectively redefine the guest perception.

The development avoids heavy CAPEX commitments by leveraging existing structures and focusing on creative direction, experiential storytelling, and operational synergy.

Each project is designed to interlock with the next — forming a continuous, high-energy hub that maximizes guest engagement, F&B revenue, and destination appeal.

V. Next Step Recommendations

1. Internal Approval File:

• Develop a concept dossier (10–15 pages) summarizing vision, zoning, and financial outline.

2. Design Guideline Brief:

• Commission conceptual renders & materials board for the SOLAN Pool.

3. Budget Feasibility Assessment:

• Request internal financial model with IHG cluster finance to determine Phase 1 CAPEX.

4. Marketing Collaboration:

• Begin naming & brand rollout coordination with IHG Marketing for integration under Crowne Plaza’s sub-brand architecture.