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Sunday, March 24, 2013

Shaping Southern China’s Future


 Marked by an exclusive and entertaining launch event themed as “The epitome of New Lifestyle”, Mission Hills Group has extended an invitation to selected brands to be part of its three separate leisure developments in the Group’s latest “Golf and More” leisure philosophy expansion strategy in China.

The landmark developments – Shenzhen’s Mission Hills Centreville, Mission Hills · Lan Kwai Fong · Haikou, and Mission Hills · Huayi Brothers · Feng Xiaogang Movie-Themed Town will provide a host of recreation, retail, business, hotel and food and beverage facilities designed to transform the Mission Hills brand as synonymous with leisure and entertainment as it is with golf today. The RMB 12 billion investment will shape the economic future of these key cities in Southern China.

Shenzhen’s Mission Hills Centreville
With an overall investment of more than RMB 5 billion, Mission Hills Centreville will cover a total construction area of 500,000 square meters and is expected to open in 2014. With its strategic location along Shenzhen’s central axis and the area’s only H.O.P.S.C.A. (hotel, offices, parks, shopping malls, convention and apartments) development, this hallmark development will be accessible to over 20 million affluent households and 15 million visitors each year to the Pearl River Delta Region. It is also the first major scale construction project announced since the Longhua New District of Shenzhen was formed. Mission Hills Centreville will be the most spectacular one-stop recreational, entertainment, leisure and cultural landmark in Shenzhen, Dongguan and Hong Kong, and the epitome of new lifestyle on the Pearl River Delta.

Mission Hills · Lan Kwai Fong · Haikou
Following the footprints to success of Hong Kong’s most famous entertainment district, Mission Hills · Lan Kwai Fong · Haikou is a large-scale leisure, entertainment, dining and shopping project due for completion in late 2013. With a total development area of  240,000 square meters, the collaborative development between Mission Hills and the Lan Kwai Fong Group features six key development highlights – the “Lan Kwai Fong Entertainment Zone” which comprises leading restaurants, bars, outdoor boutique cafes, sophisticated night clubs and modern KTVs venues; “The China Grove” which brings an open-air mixed-retail shopping environment; the “Fashion Avenue” offering a high-end shopping experience; the “Village Lane”, an area with interesting local, ethnic elements; and the “Quarry Lake” featuring a symphony of water shows with sound and light.

Mission Hills · Huayi Brothers · Feng Xiaogang Movie-Themed Town
Collaboration between Huayi Brothers, acclaimed director Feng Xiaogang and Mission Hills Group, the Mission Hills · Huayi Brothers · Feng Xiaogang Movie-Themed Town is a forward-thinking film-themed leisure, cultural and tourism development inspired by the retro towns and streets of Feng’s classic film scenes. In addition to having its unique movie-theme, this significant development will feature numerous dining, entertainment, shopping, cinema, cafe, bar and hotel facilities. The combination of iconic movie scenes and 24-hour dining and shopping districts will further establish Mission Hills · Haikou as a leading business, entertainment, cultural and leisure destination in China. The project is scheduled for completion in early 2014.

Renowned Entertainment Brands
In addition to world-leading hotel brands, four renowned entertainment brands have also signed on to these milestone developments. Three of the new partners are bringing their brand to China for the first time: American bowling alley operator Brunswick Group which will create a themed boutique bowling center; the U.S.’s international ice-skating business Ice Castle International with ​​a 2,600-square meter skating center; and Japan’s eXcape Entertainment Group which will make its first foray into the Chinese market with a cutting edge simulated car-racing center that is sure to captivate visitors of all ages. Joining them is leading Chinese language film company Orange Sky Golden Harvest Entertainment Limited. Orange Sky Golden Harvest Studio will operate a 5D high-tech movie city equipped with state-of-the-art equipment, perfect audio-visual effects and the introduction of Motion Chair D-BOX.

Iconic Hotel Brands
Invitations have been extended to an exclusive selection of iconic hotel brands partnering with Mission Hills on these keystone developments. The US-based hotel group Hard Rock will open two hotels at Mission Hills Shenzhen and Haikou. The cooperation with Marriott International will offer an ultimate high-end golf and holiday experience to tourists and visitors to Hainan Island. The luxurious Ritz-Carlton Hotel and the contemporary-styled Renaissance Hotel with touches of modernity and artistry are due to open in mid-2015. The esteemed Hilton Worldwide has also been invited to participate in the Yunnan project, with details of the agreement to be announced soon.

Speaking about the new developments, Dr. Ken Chu, Chairman and CEO of Mission Hills Group said, “For twenty years, Mission Hills has been advocating a healthy lifestyle with the vision that more people can enjoy greater happiness and well-being in their lives and that’s exactly what Mission Hills is offering. Visitors will be able to hone their skills on world-class golf courses or enjoy some of the finest leisure, retail, entertainment, dining and culture experiences in the region.”

Through its dynamic developments, world-class championship golf courses, award-winning resorts and clubhouses, holistic spas and well-being offerings, luxurious and exquisitely-designed residences, Mission Hills together with its carefully-selected partners will help to shape Southern China’s most important cities, fueling economic growth and creating an effective and sustainable path for the region to follow.