FONATUR has created Integrally Planned Centers in different destinations around the country. The most relevant one is Cancun, which only seemed to be a humble fishermen’s village; nevertheless, since 1974 the endless natural beauty of the place was discovered. Throughout the years, FONATUR continued creating 4 more CIP’s: Los Cabos, Loreto, Ixtapa, and Huatulco. FONATUR has very specific plans for the future and it is currently launching the new Integrally Planned Sustainable Center (CIPS) Sinaloa.
Thanks to the historical heritage in Mexico, wide climate variety and unbeatable natural resources, FONATUR has created Integrally Planned Centers in different destinations in the country. The most important one is Cancun that only looked like a humble fishermen’s village on an uninhabited locality, without any communications by land, and lack of services of any kind, but since 1974, FONATUR, discovered the endless natural beauty of the place and its closeness to some of the most important Mayan archeological sites in the country, which turned it into a unique touristic destination.
Throughout the years, FONATUR kept no creating 4 more CIP’s (Integrally Planned Centers, according to its initials in Spanish): Los Cabos, Loreto, Ixtapa, and Huatulco, with the objective to promote the country’s advantages and profit from the world-wide touristic demand, in the interest of economical and social development, therefore obtaining many accomplishments, such as creating jobs, bringing currency into the region, and improving the quality of life of its inhabitants; that is the reason why FONATUR is the most important institution for investments in touristic infrastructure.
FONATUR has very specific plans for the future; it is currently launching the new Integrally Planned Sustainable Center (CIPS) Sinaloa, located in Escuinapa municipality, which is a project that was born based on new strategies. Example of it is the planning process that gives priority to a thorough knowledge of the site’s physical features and those of its surroundings, which was made possible by means of different analysis. One of them is LIDAR (Laser Imaging Detection and Ranging). The aforesaid enabled the existence of a project with an integral design environmentally friendly that allows an interdisciplinary work among different professionals who will participate in the CIPS development through time, and that will promote the continuity, structure, cohesion, and balance this project was conceived with.
FONATUR was the pioneer of planned tourism in Mexico, there is not a doubt. First, Cancún and Ixtapa, then Los Cabos, Loreto and Huatulco and nowadays, other Integrally Planned Centers make part of this development range: Teaca- pán, a complete sustainable center, Marina Cozumel and Costa Capomo. The Found’s main goal is to develop the touristic activity in an ordered way by res- pecting nature and urban local development. These efforts have placed Mexico between the ten most important touristic destinations in the world.
According to the entity’s data, the Fondo Nacional de Fomento al Turismo – FONATUR – has invested more than 2.9 million dollars throughout its history. This fact has generated some important contributions to Mexico’s touristic, economic and social development.
Interviewed by INMOBILIARE Magazine, Adriana Pérez Quesnel, FONATUR’s General Director, tells us about the most important news and events within the Institution.
INMOBILIARE Magazine (IM): FONATUR has been really busy for the last months with the project of the Integrally Planned Center Teacapán and on the other hand, the developments Marina Cozumel and Costa Capomo, among others. Does the country’s economy have helped create conditions to reactivate more touristic projects?
Adriana Pérez Quesnel (APQ): Indeed, last year, Mexico’s economy growth was of 5.5%, one of the biggest we have known for the last ten years and obviously it is reflected on more investments, overall from Mexican businessmen. Traditionally, our investments were foreign. FONATUR got more foreign investment than national and currently, we see an increase of the national one in our destinations. Today, due to the Mexican economy’s growth, investors trust it more, that is why we continue to receive more investments, for example, from Spanish and also from Mexican hotel groups really consolidated, that consider Mexico as an attractive opportunity with interesting returns. This year we have seen an important recovery if we compare it to the 2010.
IM: What do you think about institutional and individual developers, related to the Program Momento FONATUR, where it seems they saw a good financing opportunity? What can you tell us about that?
APQ: With Momento FONATUR we have reached to engage more individual investors, in spite of the Institution’s tradition to engage investments from big hotel groups, it means this market is already consolidated; however, in all our destinations we have commercial and residential family areas, today if someone wants to open a restaurant, a bar or another kind of business related to tourism, we are a choice. I can assure you these individual investors quantity is increasing; these areas price promotion has been attractive and so has the long term financing. We sell law security and in addition, the Integrally Planned Centers’ maintenance is lifetime.
IM: What other advantages does an investor find when coming to you?
APQ: When someone buys a land with FONATUR, it includes all the services: drainage, electric installation, running water, the urbanization all around the land and we offer maintenance to the destination forever. FONATUR does not leave the destinations and obviously the improvements that the Integrally Planned Centers receive are constant; for instance, we re-launched Huatulco in 2008, and it has more activity today with the Park Eco Archeological Copalita, a great engineering work that we created jointly to the INAH (Instituto Nacional de Antropología e Historia) and it is a reference for FONATUR. There, we discovered a pyramid and a “juego de pelota” (ball game), so these are some extras we offer to the investors and well, in some destinations we have high-quality golf courts. Each of these aspects represents an advantage for those who buy or sell in our destinations: Cancún, Marina Cozumel, Huatulco, Ixtapa, Costa Capomo, Litibu, Teacapán, Los Cabos and Loreto.
IM: What are the expectations concerning investments? What other countries are interested in Mexico?
APQ: There are some Americans interested in Mexico. For years, they have demonstrated a special interest in Los Cabos and Cancún that are much more consolidated; we also have some interested people from Canada, but they generally seek new projects, and Mexican investor has responded well.
IM: How do you see the interest in the new Integrally Planned Sustainable Center of Teacapán?
APQ: In the forums where we have exposed the project, the most they like is association. Traditionally, FONATUR model sells lands on credit with all the services and infrastructure. In Teacapán we have gone beyond when creating an association between the land purchaser and us. We know it is a CIP that has nothing all around, as Cancún 40 years ago; we say to the investors they can become the Mexican Federal Government’s partner through FONATUR, so the plan is to create a very simple loan where the institution places the land, the investors give the capital for the hotel and in five or six years, once the investor has recovered the investment, we leave the loan; it means the person interested in it does not need to have all the money or the investment at the beginning, he or she can pay the land in several years. The goal is to detonate three or four hotels following this model.
IM: FONATUR wants to build its first hotel In Teacapán. Tell us something about that.
APQ: It is true. It will be the first hotel the Integrally Planned Center of Teacapán will have. In this case we are seeking an operator; in fact, the executive project is almost complete. On the other hand, the land we have chosen is in the CIP center and we want to build it respecting the total amount of palms in the area, which would be an example for other hotel businessmen, because it is possible to build in the middle of this vegetation.
IM: What are the first spaces you have for sale at the CIP Teacapán?
APQ: We need to create the critical mass. That is why the first lands to be sold are the hotel and commercial areas; and the residential spaces are including in the second stage.
IM: Talking about something else, do you think there is a rise concerning the tourism in Mexico?
APQ: According to the investments we do see a rise and the numbers are clear. Compared to the 2010, this year has been much better. The numbers generated in the destinations FONATUR are a small sample. However, they reflect the touristic activity in the country. We know about several investments on projects in the center of Mexico and besides, according to the Bank of Mexico data, the average expenses of tourists in the territory has risen; cruises arrivals are increasing, the amount is 5.37% and it is really good, in fact, FONATUR has three Port Integral Administrations: Los Cabos, Huatulco and Ixtapa Zihuatanejo, so our labor here consists on calling the shipping centers and explaining to them why they have to come to Mexico.
IM: Tell us about FONATUR’s participation when signing the National Agreement for the Tourism.
APQ: Ten axes form the Agreement, and FONATUR participates in three of them: Building, maintaining and improving infrastructure, and also fomenting the urban order, indeed at the CIPs Teacapán, Matina Cozumel and Costa Capomo we are going to build by insisting in this axis. Another one is to diversify and rich the touristic offer and, in the interior of our destinations we have been doing it, for instance, in Costa Capomo we will build a PGA class court golf, for Teacapán in Sinaloa, two marinas are planned; in other words, we seek to incentive the touristic offer. And finally, we are also contributing in the other National Agreement for the Tourism axe, like promoting the balanced sustainable development, and Huatulco and Teacapán are an example of that.
IM: We knew Huatulco is the first community worldwide in obtaining the Certificate Earthcheck Gold. Tell us about it.
APQ: Yes, it is true. The CIP Huatulco is the first destination worldwide in obtaining this award, which is based on the Agenda 21 standards and the quality norm standards of the group ISO as a strict evaluation process to qualify aspects as waste reduction, energy efficiency, clean and sewage treatment, environmental policies application and the society’s integration in conservation practices.
IM: Finally, Adriana, why to make business with FONATUR?
APQ: Any dream the investor or developer has, he or she is going to realize FONATUR is the best business partner to make it real thanks to the profitability, security and continue presence that we guarantee in the destination.
His mission “to be the expert who inspires trust” has taken this company to offer services that bring people with their projects, and not limited only to sell products at retail.
The objectives have been achieved, the challenges have been many, and now, the growth of The Home Depot Mexico is notable for the headquarters of this international company, leader in home improvement.
However, in addition to providing care and advice to more than 40 million visitors in their stores, also serves building professionals in their demands, with the same level of detail.
The team of PRO Sales, the area that served commercial quantities, strives to provide the best service in the market with the main differentiator to have all its solutions and products in just one place.
These “commercial quantities”, go from major construction until a what a family needs for a complete home renovation project.
Since his arrival in Mexico 10 years ago, The Home Depot has shown that the retail can go a step further and offer mexican consumers much more than just quality products.
The benefits are substantial for the customer: personalized service, specialized modules inside the store with appropriate schedules, competitive pricing, broad assort-ment of top brands, direct credit, among others.
Another advantage is definitely having dealings with an Associate of the nearest store and receive goods around the country, through 85 stores located in 27 states of Mexico, 365 days a year.
Credit is also an aspect for the benefit of the client, and is available directly from the company, which allows transactions by sending just an order. Its use is available throughout the country and for peace of mind of the client, is controlled with a list of buyers previously notes.
Without doubt, the advice and know-how is the biggest attractive, as each customer has different needs and having a single point of contact makes it easier to deal and the business relationship; in addition, there is a whole team of experts providing guidance inside and outside of the shop that can be a real support for those who are, in turn, suppliers of projects.
During an interview with Manuel Vega Limón, Marketing and Customer Service Manager of AL – KOAT, a firm that has been in the market for 18 years providing waterproofing solutions, told us about the product line they have developed for the construction industry.
AL-KOAT, a waterproofing manufacturing corporation for more than 50 years, has developed a wide range of solutions that some international alliances and certificates back up. They are recognized and recommended by project designer companies that have carried out the most important works in the country, in private as well as in government sectors. In order to achieve an adequate functioning for waterproofing systems, the company relies in the specialization and expertise of its Sales Consultants and its Engineering Department, which are devoted to designing solutions for every need and, supervising the correct application of the product, in order to guarantee the project’s adequate care and functioning.
Inmobiliare Magazine (IM): What are the products AL-KOAT provides for the real estate industry?
Juan Manuel Vega (JMV): We differ from the market because we offer not only a product, but also a solution where each case is examined and depending on that, we determine the most adequate system. For instance, we have some modified asphaltbased systems, which consist of very thin layer rolls applied with heat; this system is guaranteed from 5 to 15 years. Additionally, with our partner in the United States, we offer a liquid polyurethane system that has the advantage of complying with international norms, such as: UL CLASS A, ISO 9001:2000, FM GLOBAL, LEED FRIENDLY, MEMBER CRRC, ENERGY STAR, MIAMI DADE COUNTY. Moreover, it is renewable, repairable and sustainable, thus enabling us to achieve LEED credits. Other available systems, made from fine cement mixtures are excellent for cisterns, retaining walls, sumps and water treatment plants. We also have high performance, 100% Acrylic Elastomeric clear coats and polymer-modified asphalt emulsions, applied in cold.
IM: What systems or products for residential use do you have?
JMV: The Acrylic Elastomeric Systems based on acrylic coats and guaranteed from 4 to 8 years. They are easy to use and apply and prices are very affordable.
IM: You recommend a system depending on the use, is that right?
JMV: Definitely, depending on the situation, work or project we recommend the most adequate system; this depends on the type of surface and use, whether it will be used on a parking lot, a roof with pedestrian transit; and of course we adapt to the customer’s budget.
IM: How is your Customer Service area integrated?
JMV: We have Commercial Consultants who provide direct service to our clients, supporting and coordinating the entire process, from specifications to the finished work, as well as an Engineering Department integrated by architects and civil engineers who specialize in the subject. They visit the client’s facilities or go through the project blueprints, according to their observations, elaborate a report, and then, make a technical proposal and supervise the installation.
IM: What is needed for a waterproofing system to work efficiently?
JMV: In order for a waterproofing to function correctly we need to consider three things: first, a good analysis to determine the most adequate system; next, good quality material; and last, an appropriate system installation.
IM: What can you tell us about sustainable waterproofing systems?
JMV: We have different ones, for instance, ELASTA-GARD BUR/MB, especially designed for sustainable maintenance, which helps to achieve LEED credits; it is sustainable because the previously applied system does not need to be removed; it could be a 15 to 20 year-old weathered system, and instead of removing it our product is designed to work over it; this way you can avoid removal labor costs, material transportation, garbage generation, confining expenditures and the risk of leaving a 10 to 15 thousand-square meter surface unprotected and exposed to rain risks.
IM: What are the features of ELASTA-GARD BUR/MB system?
JMV: These are monolithic systems that integrate and work with the substratum; there is no overlapping or joints and sealing risks are reduced to a minimum, they resist extreme weather, transit, they are highly reflecting, which avoids surface warming from sunlight; it also avoids heat islands, sometimes present in industrial plants, a fresher indoor environment can be achieved at a lower cost, and they are sustainable systems because they can be renewed and guarantees can be extended through a five-year maintenance system.
IM: Where do you come in during the process of a LEED construction or project development?
JMV: We come in when sustainability, and the efficiency of material resources and intelligent energy consumption are evaluated. In fact, one of the areas where a building can obtain more LEED credits are roofs, which is the area that must be protected in order to avoid heat accumulation; therefore, if we improve that space, it yields better results when the building is evaluated for certification, as well as important electric energy savings because it uses A/C, and maintenance costs.
IM: What are the most important works where you have participated?
JMV: We are participating in all high volume market niches, for example in industrial parks and buildings, hospitals, hotels, stadiums, government real estate, we are very recognized by contractors, constructors and architects in the building sector. A great myriad of projects are using our waterproofing systems, hundreds of thousand of square meters of clients who like to do things right from the first time, who do not worry about leaking problems or humidity, due to the fact that they have found an actual solution and an ally in AL-KOAT.
IM: What can you waterproof?
JMV: Parking lots, roofs, aluminum thatches, concrete, stairways, terraces, because one must keep in mind that waterproofing is not only for roofs, but also for mirror-still water, cisterns, sumps, raised flowerbeds, bridges, swimming pools, retaining walls, bathroom surfaces, specifically, every area that may be in contact with humidity. We have some systems that may be applied in vehicle and pedestrian transit areas, or where there is no transit.
IM: How does AL-KOAT participate in those buildings with a roof garden?
JMV: We have a high-security system, since each stage is designed for caring and protecting the previous one; in these cases the high risk of a bad waterproofing is that, in order to repair something not done correctly, it implies removing it, plants, land, grass, land filling, geodren and geotextile. Imagine the cost, nuisance and collateral problems. Al-Koat is a specialist avoiding water or humidity penetration; we waterproof the whole the surface and leave it for a specialized company to do all the landscaping. We have some allies in the subject, everyone has to do what they are experts on, and our mission is to take care of the interests of the property’s owner.
IM: What do you expect for this year as far as growth is concerned, what markets are important, and what is coming for the firm in the near future?
JMV: This year looks good; we closed last year with a two-digit growth and in the first trimester of 2011 we also had a two-digit growth, just as the same trimester last year; this represents more than 20% expansion, with a very healthy sales mixture, which has reflected that the market wants and buys 70% of our highest quality products, against a 30% of the lowest price lines. This implies the business is becoming more professional and waterproofing is acquiring a more professional and serious value. Industry has understood the meaning of invest- ment returns regarding energy, safety and capital gain costs. All of this can be achieved with a waterproofing system. We have also detected that serious clients are fed up of tricksters and low cost products, whose performance and quality is very low. They are convinced that if you pay cheap you pay dear. They have invested great amounts in their industrial parks in equipment and machinery, so it is important not to risk that in order to save some cents in something that protects what is contained inside and in the property itself.
Before an audience of more than 500 guests -architects, interior designers, builders, executives from various industries such as developers of offices, housing, retail and hotels, as well as specialized media-, the brand Desso, which will have on the firm Ypasa its unique distribution channel in Mexico, was presented.
Alonso Pérez Salazar Marina, Ypasa Commercial Manager, said that Mexico represents a very important market for Desso, hence the confidence they have placed. “The closeness to the United States, a consumer country by excellence, is one of the reasons why Desso Executives ruled on our favor. Moreover, they know about our trajectory and are convinced we will be an efficient distribution channel for their carpets and products, therefore, they have the confidence to do business with us and this will certainly position them fast in the market.” Alexander Collot d’Escury, Desso’s Chief Commercial Officer explained their firm’s strategy and their plans for the Latin American market. Additionally, he presented the innovative separation technique called Refinity® through which, Desso is able to totally recycle old carpet pieces inside their facilities in Holland.
Lastly, Desso’s Executive, Alexander Collot d’Escury, expressed that Cradle to Cradle® philosophy has aroused great interest among their potential clients in Latin America, which is reinforced and acknowledged by the Government of Brazil, who chose 77 thousand 500 m2 of Stratos carpet, by Desso® for their recent government building: the Administrative Center in Minas Gerais, Belo Horizonte (built by the architect Oscar Niemeyer). “In the private sector we have installed carpet and modular rolls in Santander Bank in Argentina and in Apple corporate offices, in Mexico City, as well as in some public buildings: Convention Center of the Palace of Fine Arts in Querétaro (designed by the architect Teodoro González de León), Havana Casino in Guadalajara, and Sedna Hospital in Mexico City.
Desso is the leading company in carpet manufacturing in Europe and Ypasa represents this brand in Mexico. Desso has an 80-year experience designing and manufacturing carpets for office and corporate buildings, cruise and airlines, and stadiums, among other spaces. The Cradle-to-Cradle® production philosophy commits them to elaborate products starting from pure components that are easy-to dismantle, in order to create new ones in biological and technical cycles. Definitely, only a step away from the planet’s sustainability.
Ypasa, an exclusive distribution channel for Desso
Interview with Paul Van Straten, Dasso’s Marketing Director for Latin America.
INMOBILIARE Magazine: Why did you consider the Mexican market?
What makes it attractive? We study the markets in which we are already present and one thing we noticed is that Eastern Europe’s market is growing into a niche. Next to that Desso has a very sound market share in West-European countries, such as Holland, France, and Belgium, but we needed to expand further. Moreover, Desso has been reinvented in the past four years, that is, we went from a traditional carpet firm to a much modern one, working in three cornerstones: functionality, creativity, and Cradle to Cradle®. Seeking to expand elsewhere we analyzed different markets, such as Middle East and Latin America. These were regions that were less affected by the economic crisis, so we saw an excellent market opportunity. We had not worked in Latin America but we saw other competitors and there was still enough space for a European brand. Mexico is in our expansion package in Latin America because the country is going through an enormous economic growth.
INMOBILIARE Magazine: Is Mexico the launching pad for other economies in Latin America?
We have offices with different partners all over Latin America. Argentina, where our headquarters are, we also have distributors in other regions; there are different partners that handle Brazil, different representatives in the Andean region that include Colombia, Peru, Ecuador, Venezuela and provide services to the Caribbean. Mexico has also one representative and the exclusive distribution through Ypasa.
INMOBILIARE Magazine: Which Desso products and what market segments are you looking for in Mexico?
We are going to bring our complete line, the complete production. Desso has an added value because it is sustainable and we are the first company in the world that has managed to produce a 100% Cradle to cradle® carpet tile. Thanks to this philosophy the carpet tile becomes a carpet again. This is something that we strongly want to promote and which, we know will make us different from our competition. Moreover, we will offer new alternatives with European designs that we know, will be appealing.
INMOBILIARE Magazine: Will the European designs on your carpets be made more suitable for regions such as Mexico?
It is very important for Desso to be in contact with the client and the market, and we do not create products simply to launch them, what we do is get in a dialogue with groups of architects and designers from all over the world – called ‘Circle of Architects’ – where we talk about color, design trends, innovation and technology and from these focus groups we obtain the designs to be applied globally.
INMOBILIARE Magazine: Lastly, could you tell us more about Cradle to Cradle®?
It is a philosophy or concept independent from Desso, but one that the company’s CEO fell in love with. The term refers to the creation of a continuous cycle in such a way that the product is born as a carpet, it has a useful life and comes back to the initial process to become a carpet again, the product is manufactured with pure materials and is 100% recyclable, and therefore, does not generate an environmental footprint or pollution. There are only a few companies in the world who have adopted this philosophy, but the number is growing rapidly. When you have different Cradle to Cradle® products in your office, you have the opportunity to avoid harming the planet. Furthermore, this system generates extra points in a LEED Certification regarding the innovation matter.
For over a decade, this financing method has been driven by pawn retail leader in Mexico and the United States, First Cash.
First Cash is a publicly held company, trading on the Nasdaq stock exchange. It has consolidated its presence in Mexico through its 410 stores distributed throughout the country, offering quality used-merchandise, including jewelry, consumer electronics, appliances and tools. First Cash also buys used merchandise and provides small short term consumer loans.
First Cash differentiates itself from its competitors by its customer service and the fact that all its stores are clean, well-lit and much larger.
First Cash is constantly looking for locations to continue strengthening its presence in the country.
Get in contact with us at 01 -800 8383830 if you have a space with the following requirements:
Located in an area with people and vehicles traffic.
Average size of 400 to 800 square meters.
A minimum of 12 meters at front and preferably two-story premises.
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