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Society

Down but not out

by Marianne Mirabeau October 1, 2004
written by Marianne Mirabeau

There was a time, in the late 90s, when Lebanese basketball could do no wrong. Lebanese teams – brimming with home-grown talent and the odd high-profile import – beat everyone in sight, games were shown on prime-time TV and crowds of enthusiastic fans blocked streets for hours, celebrating victory after victory. Lebanon appeared to have found its national sport and the sponsors could not get their checkbooks out fast enough.

That was then. Today, the clubs, deserted by their sponsors, are propped up by wealthy patrons, marred by scandals, feuds and crises. The recession did not help, but when Antoine Choueiry, advertising mogul and the so-called “Godfather of Basketball,” recently announced his retirement from the presidency of Sagesse and indeed from the sport in general, basketball’s last hope appeared to have hung up his shirt. So what went wrong and what now for the sport that promised so much?

A sport supported by patrons

Essentially Lebanese basketball was always a loss-making concern, largely dependent on patrons willing to pick up the check. In the first division, all teams have one to two main patrons, covering virtually the entirety of their budgets, which averaged $1.5 million in 2004.

Relationships were formed out of a love for the sport, politics and business interests. Hence BLC Bank became one of Champville’s main sponsors, contributing $350,000 annually to the team, because tuition fees to Champville School were deposited with BLC. UFA insured the club and went on to sponsor the team to the tune of between $200,000 to $300,000 annually (although this jumped up to $800,000 in 2004 when UFA General Manager Henri Chalhoub was nominated team president).

“Each club has a certain person paying the deficit,” said Federation of Lebanese Basketball (FLB) Manager Roland Tabet. “For Blue Stars, it’s [Banque Saradar’s] Mario Saradar or [Loto Libanais’s] Rainier Jreissati. The club is not making a profit. None of them are.”

The Choueiry factor

It was Antoine Choueiry’s goal to make the game financially self-sufficient when he took over Sagesse in 1994. He may have failed in his bid, but his tenure as the sports most high-profile patron changed the face of the game. “Regardless of what anyone might say about Antoine Choueiry, what he did for basketball was memorable,” said Carlo Vincenti, who represents William Lawson, a former major sponsor of Sagesse. “His approach to basketball was very interesting, and it is what Lebanon needed – a more global approach, a more commercial approach.”

Choueiry injected significant amounts of capital both into his own team as well as into that of others. “He backed other teams up financially such as Antranik and Hannibal. He used to pay them $150,000 so they could play in the league,” explains a major Lebanese sports agent, who did not want to be named. With a solid group of teams competing at the highest level, Choueiry upped the ante by buying overseas professional players (mainly from the US) to shore up the quality of his own team. Such a move catapulted both Sagesse and the Lebanese national team on a winning streak, which culminated in Sagesse’s victory at the Asian Basketball Championship in 1999 and Lebanon’s qualification for the World Basketball Championship in Indianapolis, USA, in 2002. The media took the bait and the hype surrounding the sport reached a frenzy in 2000, when Choueiry, who controls 70% of Lebanon’s ad-spend, convinced LBCI to broadcast basketball games during prime time. “He got all the teams together and brought LBCI in to cover them, broadcasting the games live on satellite TV,” said the sports agent. “People started watching more and more basketball.”

Summing up the philosophy behind his strategy, Choueiry was quoted as saying that “to be competitive in sports, you need money, to get money, you need sponsoring, to get sponsoring you need exposure, for exposure you need TV, for TV to be interested you need true competition of a certain level. This needs important teams, to get important teams you need money.”

The sponsors liked what they saw. Despite representing a non-sport oriented product, William Lawson went from an obscure Scottish Whisky to a household name in three years by sponsoring Sagesse. “It was definitely effective in terms of brand building. When we started (sponsoring Sagesse in 1999), basketball wasn’t that big,” he said. “And basically while we were sponsoring Sagesse, it started winning tournaments, starting with the Lebanese championship, the Pan-Arab games and then all the way to the Asian Basketball Championship. So there was a major hype around basketball, and we got a lot of exposure from it. Before Choueiry you would never have seen a basketball game playing on prime time on LBCI. What sponsors need is the exposure – for them a basketball game playing at midnight or a game playing at 8:30 pm makes a big difference.”

The sport of choice

The increasing exposure made basketball the sport of choice in Lebanon, both in terms of audience and practice. According to Tabet, the number of licensed basketball players in Lebanon has been steadily increasing since 2000, when the Federation counted approximately 6,000 players. Today, this figure stands at 15,000. “Everybody loves basketball,” boasted Riaydi coach Fouad Abou Chacra. “In every family in Lebanon you have someone playing basketball. It’s the biggest sport.”

For Pepsi, the growing appeal of basketball in the country, especially among the youth, served as a big draw to get involved in the sport, and from 2000 on, the multinational signed up. “Pepsi wants to get close to what the youth likes, and in Lebanon, that sport is basketball more so than football,” explained Roula Safi, a regional account director at Impact/BBDO, Pepsi’s regional advertising agent.

Piggybacking on the significant exposure brought to basketball through prime time TV coverage, Pepsi went on to sign deals with LBCI, as well as buying ad space on courts. They launched a major ad campaign around Rony Seikaly, a fading, but high-profile Lebanese NBA player, and organized a promotional competition in 2003 to attract young, new talent to basketball.

“LBCI has done a good job of promoting the game, creating a hype – that’s why we have been sponsoring the game for the past three years,” Safi added. “As all the games are retransmitted, there is a lot of brand visibility, so branding on courts has been a good investment for us.”

Too much hype?

The sport reached it peak in 2000, after which the hype began to fizzle. Explaining William Lawson’s decision to terminate its sponsoring contract with Sagesse in 2000, Vincenti said: “Once you’ve reached the top it’s difficult to keep the interest going. They won the Asian Championship… then what? When you win the Lebanese championship ten years in a row, it becomes boring.”

For now, the brand is not considering returning to sport sponsorship any time soon. “Lebanon is not sports-oriented,” Vincenti said. “Actually, they are quite sports oriented, but not toward local sports, it’s much more international. Football is small and basketball was basically the most popular sport.”

It’s the economy stupid! Compounding the slump was the slight problem of a recession. Sponsors are pulling out, contracts are going for less, and advertising spots are being sold for a fraction of the price they used to. Getting one’s brand on the coveted center circle of the basketball court once went for $50,000 to $100,000, depending on the club. Today, it can go for as little as $6,000.

“The economic situation in Lebanon has been getting worse in the past five years, and thus the overall advertising budget is also down proportionally, by nearly 30% compared to what it was six years ago,” Choueiry complained last year.

Tabet agrees. “Instead of having a contract for $50,000, probably now they are negotiating for $15,000 to $20,000.”

Following the withdrawal of LibanCell, Sagesse is now saying goodbye to Adidas, its second biggest sponsor and one that had been with the team for years. “Adidas sponsored us for five to six years,” said Barakat. “This is in part because they are transferring their regional headquarters to Dubai, but it is also due to the fact that they are cutting down on their sponsoring budget and focusing on big international teams.” Adidas declined to comment on the matter.

The vote of no-confidence will undoubtedly affect the earning power of Lebanon’s top players, many of whom earn as much as $20,000 a month. “Even Lebanese players are earning between $5,000 and $7,000 per month,” said Barakat. The unraveling of the sport

However the sport’s struggle to obtain sponsoring cannot only be blamed on the economy. Crises, scandals, and mud-slinging have destroyed confidence among fans, players, team owners and sponsors alike. Topping the list of scandals is Café Najjar’s decision to dissolve its team following the brawl that erupted between its players and an Algerian team at the Arab Championships in Jeddahin May 2004. “Georges Najjar was unhappy with the fact that a team associated with his company, which is expanding into Algeria, was seen fighting on TV with the Algerian team,” the agent explained. “There are problems in Lebanese basketball,” admitted Joseph Abdel Massih, a member of Champville’s Sports Committee. “The championships never really finish. Every year you have a problem at the end of the championship. The clubs and the Federation need to solve these problems –sponsors don’t want to see players wearing their jersey having problems. Everything has to be calm.”

To others, the problems go beyond the perpetual feuds between the FLB and the teams. “The problem is that we’re in Lebanon – no law is applied, there is no legal recourse,” a Blue Stars affiliate complained. “It’s the law of the jungle, the law of the strongest that prevails. And who is the strongest here? Choueiry.” But while Choueiry’s sudden departure from Sagesse left a few rubbing their hands in glee, the most prevalent reaction was that of widespread regret. That the sport will suffer a set-back financially due to his retirement is beyond doubt and many patrons are abandoning what they see as a sinking ship. Henri Chalhoub is apparently to leave Champville and take UFA’s sponsorship with him. “I am almost certain that we won’t sponsor Champville anymore,” an associate of Chalhoub confided.

The challenges ahead

As patrons and big sponsors desert the court, the onus is on the sport to clean up its act, and on the teams to build up a strategy to re-attract enough sponsors to become self-sufficient. “Within five years, we plan to have sponsors covering our budget,” said Riyadi coach Abou Chacra. “We can achieve this target. This team will be able to attract all the big companies – it has the biggest number of supporters and it’s the oldest club.”

Others are more cautious in their predictions. Acknowledging that Choueiry’s departure will require an extended recovery period for the sport, they do however, point to the strengths Lebanese basketball has been able to build up over the recent years: the number of enlisted players, the enduring preference for basketball over other sports, the continued broadcasting on LBCI and the on-going plan to establish a Lebanese-Syrian-Jordanian Superleague.

“This [super league] will attract sponsors,” said Sagesse technical director Rizkallah Zaloum. “Next season the sponsorship will increase.” Pepsi is cautiously confident. “We do research assessments on the game’s appeal every year, notably to see if it is still attracting youth,” said Safi on behalf of Pepsi. “If it is still generating the interest that it is now, that will serve as a major factor in our decision as to whether or not we will continue sponsoring the sport.”

October 1, 2004 0 comments
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Society

Battle of the Titans ends in merger

by Anthony Mills October 1, 2004
written by Anthony Mills

This year, more than four million cinema tickets will be sold in Lebanon, despite the offer of a cheaper alternative by hundreds of cable TV and DVD pirates. The ABC mall cinema in Achrafieh has finally thrown open its doors – after months of delay. A 12-screen multiplex north of Beirut, reportedly the Middle East’s biggest, is slated for completion by year’s end. The big story however, is the merger between Lebanon’s two major cinema distributors, Planete and Empire. The move comes after an almost ten-year battle for market supremacy, one in which Empire ultimately prevailed.

Both companies confirmed to EXECUTIVE that Planete has committed to a November 4 management takeover by Empire, in a possible prelude to a buy-out. The announcement comes after Planete saw the 65% market share it acquired in just a few years after its 1995 launch drop to less than 25% in 2004. The official announcement of the deal will come in mid-October. The decline in Planete’s share of the roughly $20 million Lebanese cinema sector was precipitated by an aggressive Empire campaign to rebuild its market share, primarily by renting more space for cinemas. Unable to follow suit, because unlike Empire it had already spent a fortune buying cinema space, Planete looked on helplessly as Hollywood studio giants Warner and UIP re-defected to the Empire camp two years ago, and revenues plummeted. “We had different strategies. We invested much more than they did. Our strategy was to run theaters we owned. Theirs was to manage theaters. Now we understand that their strategy was the right one, and we were wrong,” declared Planete Manager Gilbert Chammas.

Planete’s brisk march to success after it broke into the sector almost 10 years ago took Empire by surprise. “We hadn’t taken Planete seriously,” admitted Empire Manager Gino Haddad. “But after the first year we saw that their figures were good. They began to eat away at our market share.”

When, after only a few years, Planete had a bigger market share than Empire, the alarm bells started ringing. The problem, explained Haddad, was that Empire simply didn’t have enough screens to satisfy distributors by playing all their movies, and keeping them on offer long enough. And so, a number of the distributors had decided that their interests would be better served by Planete. Empire’s response? “We opened more cinemas,” chuckled Haddad. “And we took the prime locations: Sodeco, Dunes, and recently the ABC mall cinema.”

In the absence of a counter move by Planete, the additional high-end Empire screens quickly tilted the market share balance back in Empire’s favor. Distributors began drifting back. But Chammas contended that they didn’t move back solely to maximize ticket sales. “When UIP was with us, they used to have 400,000 to 500,000 admissions a year. With Empire they now have only 150,000,” he asserted. He refused to reveal what he believed the distributors’ true motives were, saying only that Empire benefit from the alliances.

“Planete was starting from scratch,” echoed Haddad. Empire, on the other hand, has been around in one form or another for almost a century. The business distributed Lebanon’s three highest-grossing movies ever – TITANIC (about $2 million),” The PASSION OF CHRIST (about $1.4 million), and THE MASK OF ZORRO (roughly $600,000 – and sold about 2.6 million seats in 2003.

“Planete, I think, welcomes the management takeover move because all the major movies shown in Lebanon are now shown by Empire,” declared Haddad. “This year, our market share has grown to 78%. If things had continued like this, maybe next year we would have had 85%. And that’s how it would have ended. This is actually in the interest of Planete.” “It’s a win-win deal,” agreed Chammas.

Negotiations began over six months ago, according to Haddad. Both he and Chammas declined to disclose who initiated the merger discussions, but they stressed that the talks were amicable. Asked if Empire planned an eventual buyout of Planete, Haddad said: “There is the possibility of a buyout if the price is convenient for both parties.” Yes, he added, there had been discussions about whether or not Empire would be interested in buying. Planete was valuing itself in excess of $5 million, he said. Chammas confirmed the possibility of a buyout at a later stage. Haddad claimed, though, that Empire was adopting a cautious approach to the buyout option. He said the earliest a buyout would come in a year, after Empire had had time to assess the prospects of Planete cinemas under Empire management.

“Buying today is a risk, because in ten years’ time, I can’t tell you if Abraj and Zouk will still be doing the same figures,” he said. It is still unclear, he explained, what effect the ABC mall cinema will have on other cinemas. “ABC is exactly four-and-a-half minutes’ drive from Abraj, along the motorway. For every cinema that goes up, one goes down. ABC has gone up. Either Sodeco or Abraj will go down.”

Under the terms of the management takeover deal, Empire is to assume control of Planete’s Tripoli, Zouk and Abraj cinemas, which will retain their Planete brand identity. Planete will continue to manage its Concorde venue in Verdun. Overall, Planete theaters count a total of 28 screens and about 5,500 seats. The merger will give Empire control of 60 screens in Lebanon.

Empire is to pay Planete a percentage of revenue or “rental fee.” Haddad said he was unable to reveal figures, but said the fee would represent a “good chunk of revenue,” at least equal to current Planete earnings. A product of the merger, said Haddad, will be the homogenization of cinema movie selections across Empire and Planete screens. The curtains will be drawn on an almost-10-year Empire-Planete tussle for exclusive agreements with international distributors and on the mutually exclusive Empire and Planete movie listings these fluctuating alliances spawned. Soon, choice of movies will no longer figure among the criteria used by cinemagoers to decide which cinema to head for. Instead, they will be paying greater attention to décor, surroundings, location (including proximity to home), and atmosphere. “We want to get to the point where, like in the United States, people choose the site, and not the movie,” stated Haddad. “Having all the good movies in each cinema will increase revenue.”

And once the audiences are choosing sites, not movies, Empire intends to charge more for high-end venue tickets than for others. Just as moviegoers pay £11 to see a movie at a Leicester Square cinema in the heart of London, and less in the suburbs, so, Haddad explained, Lebanese audiences will be charged more to watch a movie at the ABC mall in Achrafieh, than at a cinema in Tripoli. “We might price tickets at new sites, with the best seats, sound and screen, at $10. But we would price the same movie at an old, dying site at $5.00,” he said. Even Sodeco tickets would cost less than ABC ones.

Another product of the deal will be the amalgamation of Empire Espace and Planete Zouk, both north of Beirut, to create a 12- or 13-screen 3,000-seat multiplex venue, complete with a media store and entertainment facilities. Espace Planete, as it will be known, will be the biggest multiplex venue in the Middle East, according to Chammas, and is scheduled to begin screening before the end of the year.

Empire believes there is money to be made from the massive influx of Gulf Arabs. The company’s newly-opened cinema at the ABC mall in Achrafieh attracted flocks of Gulf visitors in July and August, according to Haddad. In part to cater to Gulf Arab visitors, Empire is pioneering a staggered show-time approach – already standard practice in America and Britain – at its ABC mall cinema. Instead of showing movies at fixed times, a new screening begins in one of the nine theaters every 15 minutes. This routine allows viewers to dispense with the bustle of getting to the cinema ‘on time,’ and to integrate their cinema visit with a ramble around the mall, or a bite to eat at one of the shopping center’s cafés or restaurants. Gulf Arab families who have come to Lebanon to relax welcome the stress-free approach.

Although Gulf Arabs still represent a fraction of Lebanon’s annual box office receipts, they spend far more than Lebanese viewers at the concessions stands. “The average Lebanese spends a dollar or two. A Gulf Arab spends $7 to $10,” observed Haddad. And concession takings constitute between 20% and 30% of Empire’s overall annual revenue, he noted.

When it comes to taste, the younger Lebanese crowd isn’t too hot on Arabic movies, apart from the iconic ones like “West Beirut.” That explains why you might see only one Arabic movie a year in an Empire cinema, observed Haddad.

And there is no hope at all in Lebanon for art house movie theaters, which are popular in the West. “We tried,” said Haddad. “But no one wants to go to those kinds of cinemas anymore here. If there was a huge library in Lebanon, like in France or England, with old, interesting books, how many people would you see in it?” Home theaters are taking a steadily increasing, but bearable, toll on cinema owners. DVD and cable TV pirates, on the other hand, have, for several years been slashing huge chunks out of cinema revenues. According to lawyer Walid Nasser, who has been tasked by major American film studios with limiting the damages to their interests caused by piracy in Lebanon, cinemas here have lost more than 50% of their audiences because of the problem. “And the government is doing nothing about it.”

Nasser said there were as many as 700 pirate cable companies operating in Lebanon, with up to 750,000 subscribers, who pay an average of $10.50 each a month. This translates into a total monthly revenue of over $7.5 million for pirates.

“You can buy fake DVDs from Malaysia here for $2. We have pirated cable TV providers who play all the new movies. It’s a huge problem. In other countries they are finding solutions, but not in Lebanon. There are too many people involved. There’s too much money being made by people who control the market and have an interest in keeping things as they are,” lamented Haddad. “It’s like the electricity problem. In Jounieh, everyone pays. In Dahieh, no one does. It’s simple: politics. At the border, when they bring over pirated DVDs, someone gets $100 and a phone call. And even if pirates do get arrested, nothing happens to them. They have to pay $400 or $500, or another phone call is made.”

“There was one case in Sidon, where we went to raid a major pirate,” recalled Nasser. “He had a Kalashnikov on his desk. That put an end to the raid pretty fast.”

Asked if some pirates were protected by powerful public figures, Nasser said: “Frankly, I wouldn’t be surprised because of the amount of money that’s collected on a monthly basis – $7.5 million is a lot of money.”

If piracy was being combated properly in Lebanon, Haddad said, Empire would double its DVD sales. On a positive note, though, in contrast to other Arab countries, censorship in Lebanon is no longer proving too much of a headache for cinema industry professionals. “We have come a long way from the days when you couldn’t show a breast,” remarked Haddad.

TYRING TO REMAIN INDEPENDENT IN A CHANGING MARKET

Cinema runs in the blood of the Fathallah family. Since its inception in the age of silent movies, the Fathallah family cinema business has been passed down from generation to generation. Today, the Fathallah Films Co. rests in the hands of A.K. Fathallah, independent owner of the one-screen Aresco Palace and Montreal cinemas in Sanaya and Hamra respectively. Unable, though, to compete with Empire and Planete in the English-language film market, or to survive on Arabic film screenings alone, A.K. is battling the unthinkable: an inauspicious shutdown of the family’s cinema business interests.

Years ago, Fathallah Films used to distribute to cinemas across Lebanon, from Tripoli to Sidon, and throughout Beirut and its suburbs. Today, it finds itself confined to two locations in Beirut.

“There used to about 20 theaters in Hamra. We are the sole survivors. We’re trying to continue,” mused A.K.. “These days, we can show only Arabic movies, because Empire and Planete, who own all English-language film distribution rights for Lebanon, won’t give us any movies. Sometimes they say they don’t have enough prints, sometimes that they are waiting for confirmation from America. But the truth is they have their own cinemas and have no interest in letting anyone else show their films.”

A.K.’s audience numbers have been given a modest boost by the increase in Gulf Arab visitors. This year, A.K. opened a cinema for two months in Bhamdoun, to tap into the summer Gulf market up there. But there just aren’t enough popular Arabic movies, or Gulf tourists, around to pack A.K.’s cinemas consistently. During the lulls, he rents out his theaters for plays and shows. A mark of desperation? “It’s difficult,” A.K. concedes.

Increasing cable piracy since the end of the war in 1991 has only made matters worse. “The last five years have been terrible,” declared A.K.. “Everything is working against cinema. And no one is helping. They ask me for my certificates. Why does no one ask the pirates for theirs? People can watch 100 stations at home and pay nothing. Nowadays, to get someone out of their chair to go to the cinema, you need to offer a big choice or a big movie.”

Fathallah Films’ plight has been aggravated by changing audience preferences. Today’s younger generation in Lebanon is shying away from Arabic movies and one-screen cinemas, in favor of action-packed American blockbusters and multiplex venues. Back in 1980, Fathallah Films drew audiences to one of its cinemas for a year with the same Arabic movie. Today, that would be inconceivable. A.K.’s cinemas draw about 55,000 viewers (or roughly $260,000 revenue) a year, a far cry from Empire’s 2.6 million. No one has offered to buy out Fathallah Films’ cinema interests – an ominous indication, maybe, that, from a market perspective, they are simply not worth buying. This explains why the company has, in recent years, placed ever-greater emphasis on its non-cinematic interests. “We are shifting from cinema to television,” stated A.K. Fathallah Films distributes programs, including documentaries and cartoons, to television broadcasters like MBC and Dubai Television. Asked if Fathallah Films could survive today on cinema alone, A.K. responded: “Never. It’s impossible to survive on our two cinemas and low audiences.”

“I hope we don’t have to close down our cinema interests altogether,” he added. “I love cinema. My brother loves cinema. Our family started this company with cinema.”

October 1, 2004 0 comments
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Business

Head shots

by Michael Young October 1, 2004
written by Michael Young

Oh, how Adam Smith would have shuddered to know that the “invisible hand,” which he described as the guiding force of markets, can be seen most often these days cutting the necks of videotaped hostages in Iraq and Saudi Arabia – and that this, too, is guiding a new and exotic market, that of execution CDs. In September, the passion to film atrocities was evident in Beslan, South Ossetia, where Chechen gunmen shot footage of the booby trapped gymnasium where they were holding hundreds of captive schoolchildren, though the exact reason why they filmed remains unclear. Perhaps it was to warn off Russian security forces by showing them the surfeit of explosives in the room; perhaps it was to record the event for posterity or for propaganda purposes. That said, few experiences are more ghastly than watching similarly reasoned videotapes from the Chechen war, where rebels filmed themselves cutting the throats of pleading Russian prisoners.

Everywhere, it seems, militant Islamists, or self-described “freedom fighters,” have been transformed into ghoulish Irving Thalbergs, producing what was hitherto an urban legend: snuff films. And where there is sensationalism, there is supply and demand: According to a Reuters reporter in Iraq: “The hottest-selling item at Baghdad’s video CD market is not a movie or a music video –it’s an ordinary Egyptian whose beheading was filmed by his Muslim militant captors.” And how big a market is that? “We see about 300 to 400 clips a week,” said one shopkeeper, who didn’t have the nerve to watch what he was selling. At about 70 cents a CD, that’s (for Iraq) a respectable $210 to $280 a week. The paradox of the execution CD sales, much like that of al-Qaeda’s ability to use new computer technology or to decipher and exploit the Byzantine ways of international financial transfers, is that utterly illiberal gentlemen are at ease in the ways of the free market. The market is, in theory, amoral, so that whichever product finds an aficionado should also find a price for its purchase. In fact, that rule is repeatedly broken, for example in the sale of child pornography or the distribution of drugs. But where do the execution CDs take their place?

The answer would appear simple: in the dustbin. But that’s clearly not where Iraqi shopkeepers are storing them, or where avid spectators are watching them. Why? Because somehow death has been hitched to things regarded as legitimate: anti-Americanism, the alleged apostasy or guilt of the filmed victims, perceived resistance, and the like. More easily illustrating this trait, another of the big CD sellers in Iraq show images of the young cleric Moqtada al-Sadr edited in with war scenes showing people lying in their own blood. Watching exhibitionist violence becomes eminently acceptable if viewers regard it as part of a justifiable experience, a fact splendidly exploited by Al-Jazeera, which has embraced, if not largely propelled, the market of videotaped captive-taking.

In that context, for example, Iraqi viewers may watch CDs with images from Abu Ghraib (with spliced-in scenes from a Hungarian pornographic film showing alleged American soldiers raping Arab women) because he or she feels it is a duty to confirm the evil nature of the American occupation. NBC correspondent Hanson Hosein recently quoted a shopkeeper: “The Abu Ghraib scandal CDs are very popular … people are angry at what the American soldiers are doing.” Of course, one cannot underestimate the brute titillation some members of the public feel while watching someone being butchered. It’s apparently not all stern duty. And one suspects that not a few Al-Jazeera viewers (or those of Al-Arabiya, which is less beloved by the chop-chop set) watch the edited murders much as they would a spectral scene from Werner Herzog’s NOSFERATU THE VAMPYRE. What is the moral of the atrocity CDs or videos making the rounds in Baghdad or Riyadh? That even those who wish to carry the world backwards to some vague time immemorial will adopt the most modern techniques to do so; that even the most outrageous of human actions can produce a market of sorts, proving that free minds and free markets need not invariably be one; that human beings will readily watch other humans being killed for various reasons, and will usually seek to justify this on moral or political grounds; and that even the most ardent defenders of freedom, in particular the freedom to broadcast and watch atrocity tapes, can define it truly only as the right to be free without harming others.

October 1, 2004 0 comments
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Business

Taking retail to the next level

by Thomas Schellen October 1, 2004
written by Thomas Schellen

ADMIC, operator of the Monoprix and BHV stores in Lebanon, are adding to their retail stable. The company has begun its PR and marketing campaign for the 200,000 square meter City Mall, due to open at the northern gateway to metropolitan Beirut in three stages between December 2005 and the end of 2006.

ADMIC chairman and CEO, Michel Abchee, told EXECUTIVE the mall will open on the ground floor with specialty shops and one new ADMIC-operated anchor store, the 11,000 square meter hypermarket Casino Geant. In the second phase, the food court and shops on the upper level will open in early spring; followed by a 18,000 square meter BHV outlet as a second anchor and a nine-cinema multiplex at an unspecified date in 2005. The company is in negotiations with a sporting goods store that would function as the mall’s third anchor. The $70 million project is running slightly above budget, due to euro-related increases in construction costs and because of adding areas onto the initial blueprint. The financing of City Mall is based on retained earnings from ADMIC operations, capitalized at $50 million, and bank loans under leadership of the retail company’s house bank, Banque Méditerranée. “We were able to get an investor base that was interested in what we are doing and in our market. Our shareholders have pushed for the development of ADMIC by reinvesting profits instead of paying out dividends,” Abchee said. “This really helped in our development of growing from 50 employees [in 1998] to over 1,000 employees today and 1,500 by the end of the year 2004.” That the retailer stepped outside of its core business competencies by taking on a real estate developer function, was explained by a desire to meet international standards and customer demand. He admitted that the country has an oversupply retail space in real terms, but when it came to quality and specifications required for a project of an international standard, most locations and developments did not measure up. Thus, when ADMIC investigated the possibilities for establishing a hypermarket they opted to build an entire mall from scratch on their preferred site. The site, on the north side of the Dora Highway, satisfied the company’s preferences for easy accessibility, significant traffic flows and a good catchment area in Beirut and the Metn region. With new tenants coming onboard daily, Abchee is confident that the City Mall will stand out in Lebanon’s convoluted retail landscape and attract sufficient consumer spending despite the nation’s reduced purchasing power. “We have received positive reactions from the representatives of international brands,” he said. “We really built a mall suited for Lebanon and suited to international clients. The mall will be the first of its kind.”

While all this may contain a degree of hyperbole, the ADMIC project appears to indeed fit well into the evolutionary pattern of mall developments in Lebanon over the past decade. The profound changes in the nation’s shopping patterns began as malls made their entry onto the local retail scene when the resurging post-war economy saw developers carve shopping centers like the Concorde Galleria in Verdun out of existing real estate as well as purpose-build a number of projects from the Freeway Mall in Sin El Fil to the Sodeco Square in Ashrafieh. But although a good number of these retail sites came to the market in the mid 90s bearing labels of malls, they represented more of an intermediary link in the advance of shopping from traditional high street and small store environments to new retail destinations. A few of the early projects initially flourished as urban shopping centers offering specialized retail (mostly fashion), entertainment facilities (cinemas and unsophisticated arcades) and small food courts, but many soon struggled, floundering in the recession. In this evolution, in which Lebanon today pursues modern retail concentration trends ahead of Syria and Jordan but substantially behind the Gulf economies, the current period marks a further stage of retail refinement through construction of larger, efficient malls. What makes ADMIC’s entry into the mall operating business interesting is that the company is consolidating an already entrenched position in the re-shaping of Lebanon’s shopping culture. The company’s new position in mall management converges with its role as multi-brand retail store operator and leading supplier serving Lebanese consumers in less than six years.

The larger businesses in Lebanon’s fast moving consumer goods (FMCG) retail sector can be broadly divided into traditional and entrepreneurial retailers. While the former constitute a host of family-centric companies with decades of entrenchment in relations with local manufacturers, traders and old-style exclusive agents, the entrepreneurial side of FMCG retail is really made up of two firms: ADMIC and Spinneys. Entering and immediately shaking up the highly contested market in the late 90s, both companies struggled with the sector’s entrenched business patterns, consumers’ shrinking purchasing power and the political and legislative environment.

Nonetheless, the two companies have risen to preeminent positions in the local market, expressed in combined 2003 turnover figures of roughly 1% of GDP – tendency pointing strongly upwards. According to Abchee, from already achieving slightly over $100 million in annual turnover, ADMIC looks to reaching $150 million by the end of 2004 and, including the new stores, aims to double 2003 turnover by the end of 2005.

In addition to the growth in volume, the company targets a wider customer spectrum through rolling out the Geant hypermarket brand, which aims to attract all income segments. Understanding itself as a firm that promotes the Lebanese middle class, ADMIC hitherto tended towards an image of addressing middle to upper income audiences with the BHV non-food product segmentation of clothing, perfume, electronics, household, sporting goods and do-it-yourself items. The Monoprix stores initially catered to medium to high earners, but now expanded their approach to appeal to cost-conscious shoppers with Monoprix-branded food items and their own-brand clothing labels. Last year, ADMIC began to strengthen Monoprix by adding three new stores to their portfolio. Another area where Abchee presents the company as having a different approach is in financing. “What we tried to do is separate the expansion from the day-to-day business,” he said. Under dependable participation by board members and banking partners, ADMIC made their investment calculations without thinking to involve operational resources. This resulted in keeping relations with suppliers free from financial hiccups, he claimed. “We are paying our suppliers on time and intend to continue to do so. We can take credit for respecting our engagements with suppliers.” As for concerns on possible internal cannibalization of revenue streams between stores, he said that the addition of stores did not produce significant cuts in turnover at the company’s stores in Jnah and Ashrafieh, calling a 6% to 7% contraction in turnover in Jnah “a big success for us” in light of the increased competition from the largest Spinneys outlet, which opened late last year two blocks down the street from the BHV/Monoprix complex. As a clear bonus on the operational side, ADMIC anticipates the expansion of retail floor space, first through opening the three new stores and then through the Geant and BHV stores in City Mall. As this reduces costs, the retailer’s improved bargaining position in sourcing products from local suppliers could mean some welcome reductions in retail prices.

Also outside of price benefits to Lebanese consumers, which were helped visibly by the competition between the Monoprix stores, the Spinneys chain and the traditional supermarkets over the past five years, ADMIC operations changed the retail sector in several other aspects. This impact extended from opening a small do-it-yourself niche in the Lebanese market and introducing new concepts on perfume sales – when launching the BHV cosmetics department, the company encountered “huge resistance against our presentation” from suppliers – to leading the sector in marketing and advertising campaigns, which were later followed by competitors and resulted in sector wide increased advertising spending, the manager claimed. The company also contributed in two ways to greater transparency, one by centering billboard advertising campaigns on aggressively priced sales items and two by declaring their policies and charges in allocating shelf space to suppliers. In the push and shove negotiations with manufacturers and brand representatives desperate to secure optimal positioning and maximum space for their products, supermarkets had commonly placed certain demands on suppliers – which smaller importers often found excessive – but these positioning conditions were usually not transparent. Industry insiders maintained that these arrangements were open to corruption. By laying open their policies on this matter and telling suppliers that their shelf space depended on their market share and their practices with ADMIC, Abchee said his firm could take credit for bringing much needed clarity to the process. In Abchee’s view, all these moves have successfully challenged conventional practices by established retailers and the major companies acting as FMCG suppliers. “All the big groups were traditional in their thinking. It took us a long time to change the way how these people are thinking,” he said. “We are helping in the evolution of consumer behavior and in the evolution of relationships between customers and suppliers.” On charting and analyzing consumer behavior, the company claimed to have no figures on the number of tourists frequenting the stores in the summer season and the contribution of their purchases to the turnover at BHV and Monoprix. Abchee explained the absence of detailed figures with ADMIC’s reluctance to undertake polls and surveys that customers might perceive as hurting their sensitivities. However, he confirmed that VAT reimbursement claims and credit card-related data were indicators for the high significance of purchases by tourists and summer guests for the company’s revenue stream, and the company made it a point to advertise at Beirut Airport. In fact, tourism was also an important consideration in ADMIC’s corporate strategy behind developing the City Mall project – and one where the manager became vocal on the absence of government support. If one looks at the reality of Lebanon as a tourism destination, retail shopping is one major way in which the country attracts visitors but the government has not given priority to supporting retail projects as tourism magnets, ignoring the issue “for all the wrong reasons,” Abchee said. “It is a major strategy in our marketing plan that we place special budgets to attract tourists. The only problem is that we are doing it alone. The government is counting a lot on the private sector for tourism development but not giving breaks in return. We would recommend closer communication between the government and the private sector.”

A second matter where public-private sector interactions are relevant to ADMIC’s devlopement concern the company’s plan to bring a store of French fashion retailer Galeries Lafayette to the SOUQS of Beirut. The plan, hatched several years ago between the Groupe Galeries Lafayette (which is also the parent company of the BHV and Monoprix chains) and ADMIC, has not been abandoned but has been deeply packed in ice by the quarrels and delays surrounding the downtown SOUQS project. Considering ADMIC’s evolution has involved a degree of learning by adapting the BHV and Monoprix formulas to local customer preferences, success has not been as easy as the smooth growth figures and available financial results of the privately held company suggest. “We listen to our customers. From five years ago until now, our stores have evolved and adaptation to the local market is our main issue,” he mused. “Some people say we like too much to take risks. We are taking more risks than others but calculated risks can be good.”

October 1, 2004 0 comments
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Economics & Policy

Uncertain times ahead

by Tony Hchaime October 1, 2004
written by Tony Hchaime

There has been much speculation surrounding the implications of the presidential extension, especially given the reservations articulated by international leaders, the UN, and prominent members of the Arab League, including the GCC and Jordan.

Lebanon’s economy is highly fragile and vulnerable to local and regional political developments. Historically, times of uncertainty led to economic downturns, with slowdown in production, exports, and tourism, with only local consumption supporting the economy. Today, however, local consumption has been hit by a drastic deterioration in the standard of living in the country, flaring concerns about the economic implications of the Lahoud extension, the potential departure of Hariri, changes in the relationships with Syria and the incumbent developments in foreign relations, especially with the US and Europe. While no crystal ball is available to foresee the new Lahoud era, and no logical reasoning can prove Lahoud’s claims that his new term will be “different,” Lebanon’s economy continues to shoulder a massive public debt, recurring budget deficit, and delays in reforms. Public spending and budget deficit

Government spending on infrastructure and other public expenditures has historically been a main driver for economic growth in Lebanon, at least under the various Hariri governments. The market clearly recalls an economy on the verge of collapse during the Selim el Hoss government in 2000, when the government at the time put a lid on expenditures by blocking many infrastructure projects. Over the past years, the Hariri and Lahoud camps have been balancing each other out on the issue. Hariri’s camp, much more inclined towards spending, has been pushing for more and more infrastructure projects, while the Lahoud camp’s more conservative approach managed to keep the resulting budget deficit from blowing through the roof. Hariri seems sincere about his intention to quit the government if Lahoud stays in power. Should this be the case, the country may witness a serious shift in policy on government expenditures on construction and infrastructure. With no clear sign of who the incoming new prime minister would be, it is anyone’s guess as to what the budget would look like one year from now, and what the economic impact of a major change would reveal.

Alternatively, government public revenues would also be seriously affected by a change in policy. The Hariri government’s policy has typically been in favor of raising taxes and custom duties as a means to improve government revenues, especially as no serious plans for privatization or securitization are in the pipeline. The reason why such plans have not yet been implemented is because of differences of opinion between Hariri and Lahoud, differences of opinion that would no longer exist should one of them depart. Does this mean privatization and securitization are to take place if Lahoud stays and Hairi leaves? Why it may be the case, no one can really predict the outcome of such a development, and if it would obtain the optimal valuations.

Interest Rates

Changes in government policies regarding revenues and expenditures would surely affect the government ability to borrow funds, and ultimately interest rates. Recent efforts by the Hariri government to lower interest rates in an effort to boost economic growth and reduce the debt-servicing burden on the budget have been haled as somewhat successfully. On the other hand, however, interest rates are mainly a function of two parameters in Lebanon: the demand for money, mainly resulting from government borrowing, and the market’s assessment of the risk associated with lending.

Over the past 18 months, the government has managed to keep a tighter lid on borrowing, and has successfully swapped some long-term debt into another at cheaper rates. With Lahoud’s typically conservative view on spending, the upcoming government might just be successful at keeping a tab on borrowing. The problem, however, may fall on the other side of the equation. Basic economics stipulate that nominal interest rates in any economy are a function of the market’s risk assessment of lending, among other things. Uncertainly yields higher risk, and the uncertainty surrounding Lahoud, a new government, the UN resolution, the US stance on Syria, and the Syrian military presence in Lebanon create an unmatched recipe for uncertainty. Let alone international lenders to the Lebanese government, local lenders – large Lebanese banks – have recently showed reluctance to lend to the government, as illustrated by the significant shrinkages in the government securities portfolios of the banking sector in Lebanon. As such, interest rates are likely to raise, providing a more attractive risk premium to attract potential local and international lenders. Would this adversely affect economic growth and to what extent remains unclear, but a sudden rise in interest rates just as the Lebanese economy may be clawing itself out of recession would probably shove it back into it rapidly.

The banking sector

So how would the famed Lebanese banking sector be affected by such political developments, and how would it respond their various financial and economic implications? As mentioned earlier, banks in Lebanon have been recently reluctant to lend money to the government, thereby reducing their exposure to government securities and the Lebanese pound. While the latter may not be at risk due to the more than sufficient foreign exchange reserves of the central bank, a continued support for the domestic currency, inevitable during times of uncertainty and ill confidence, would seriously strain such resources.

Therefore, the first bank to be affected by such developments would be the central bank, which is likely to struggle to keep the Lebanese pound afloat.

Commercial banks, on the other hand, face a much higher risk. Political instability is often associated with capital flight from the country host to the instability. The extension to Lahoud’s term and the ensuing international upheaval are again casting a blanket of uncertainty over the country, and would, if sustained, drive away funds belonging to Lebanese as well as other Arabs. It is no secret that money follows safety, and a deep rift among the Lebanese people, Syria, the US, the UN, and the rest of the Arab world is far from being a good prescription for financial safety and stability. Aside from potential capital flight, another risk, relating to banks and associated with recent political developments is the cost of sources of funds. Banks in Lebanon have been reluctant to extend corporate loans, and as they are now reducing investments in government securities, they are struggling to find optimal uses of funds for their excess liquidity. Lower interest rates over the past year have failed to create a significant jump in corporate loans and credit facilities, making the task of finding optimal uses of funds even more difficult.

Making things worse, a rise in interest rates would increase the banks’ cost of funds, as rates in deposits would no doubt increase substantially. As such, higher cost of funds coupled with more scarce investment opportunities are likely to adversely impact the sector’s profitability and liquidity. That is, unless, we fall back into the vicious circle where the banks are forced to swallow government debts, the latter is forced to raise interest rates to keep borrowing, and ultimately reach a point where banks are overexposed to country risk and the Lebanese Pound, and the private sector is completely crowded out or unable to function at such high interest rates.

Time, along with Mr. Lahoud, Mr. Assad, Mr. Annan, and Mr. Bush, will tell.

October 1, 2004 0 comments
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The Buzz

Handling conflict in the workplace

by Tommy Weir October 1, 2004
written by Tommy Weir

The textbook definition of conflict is “a situation where two or more people experience an incompatibility of perceptions, feelings and actions regarding interests, values and goals.” The reality behind office conflict involves a host of fears, behavior patterns and financial pressures, which can complicate a simple misunderstanding.

For several reasons, the workplace can be a hotspot for tension and conflict, including when:

•Cooperation is needed among people from different cultures (e.g. different working styles, communication patterns, expectations, attitudes, and different values).

•Implementation of exclusionary values in systems and interpersonal interactions occurs. •More resources are needed.

•Status/ranking is evident.

•People collaborate to produce a product or service but have own specialties and conflict responsibilities.

•You may not choose people you work with.

•Working conditions include long hours and/or close quarters.

•Strong allegiances to subgroups intensify/complicate conflicts (e.g. department, work functions, sect, professional, identity, management).

Conflicts that are not resolved to meet everybody’s demands can often wreak havoc. Small misunderstandings fester, tension builds up, and before you know it you’re caught in a self-perpetuating whirlpool. The good news is that conflict can be a terrific catalyst for growth and improvement in the office and at home if handled properly. It’s not the disagreement that matters as much as how we chose to respond. Most people do not respond; they react. They rely on regularly used behaviors for defending and proving that they are right. Their hot buttons are turned on the defense mode, which means that many people are ready to take a stand by remaining stuck in their position. The bottom line is that most people when confronted with a conflict just want to be in control of the process.

To get a positive outcome from an office conflict, first you must not see it as a failure. It’s better to look at it as a communication glitch. The key then is to discover the gap in perception and understanding. If you are one of the parties involved, then a good starting point is to look at yourself and your communication style. Are you communicating effectively? This also means asking questions when you don’t understand something.

A unique and essential cross-cultural method to identifying one’s conflict personality type is by using the natural elements: earth, water, fire, air. Each personality element behaves differently when faced with conflict. Earth people are stubborn and grounded to details, perfection, and loyalty, but are also strong and unmoved in crisis. Water people are driven by their deep emotions, allowing them to flow through situations. They are gentle, highly sensitive, have the gift of changing form according to which personality they deal with and, in general, hate conflict. Fire people are unpredictable creative, dynamic, and very passionate, taking great pleasure in exciting battles and attacking when others don’t agree with them. Air people are objective and rational thinkers, who attempt to understand the world and resolve disputes quickly by using laws, mathematics, philosophy, and psychology.

We recently worked with an organization, which had major problems in its training department. The problem mainly involved two people, but affected the entire department’s environment. By using the four elements to identify their personality type, we were able to distinguish between their conflict handling styles. The scenario went something like this:

Mira – overachiever, hard working and dependable – and Suzy – accommodating to everyone’s needs, also hard working, optimistic, and sensitive – had both been assigned to create a project proposal. They were working in an undersized office environment, had different working styles, clashing personalities and came from different backgrounds. From the beginning, there were antagonisms due to miscommunication.

Mira perceived Suzy as not carrying out her share of the work. She felt that she didn’t understand or have the tools to write a proper proposal and that Suzy was more committed to her personal life. Suzy saw Mira as a control freak, trying to run the show. Mira presented her part of the work as a done deal; the way it “should be” done, and not as a team effort. She perceived her as intimidating and a perfectionist, not trusting anyone but herself to get the job done. The conflict further escalated when they started gossiping about each other to their co-workers. Mira attempted to exchange chitchat about Suzy with her boss, even involving her in a manipulation trap and convincing her boss that she was a victim.

As it turns out, productive work time became thwarted and the rest of the employees in the department were affected. Something had to be done, not only for the sake of easing the tensions, but also to save the department. We scheduled a consulting session with the head of the department, Suzy, Mira and their co-workers, and conducted a comprehensive feedback evaluation. Receiving critical feedback is not always a pleasurable thing, but it is an important part of business today.

Mira and Suzy set an example for other co-workers by accepting difficult messages from each other and committing themselves to the evaluation and improvement process. The feedback helped Mira realize that her image as possessive and domineering was hindering her ability to inspire the department. Suzy, for her part, came to realize that she was perceived as a slacker and “floater” in the department, not taking her role serious enough.

We also held a mediation session in order for both parties to confront each other with the underlying issues and misperceptions that led up to the conflict. During this session, all boundaries and barriers were broken down in order for a circle of truth to be formed. Each person shared their anger, frustration and any other emotions they felt towards their relationship with each other over the past couple of months. By communicating effectively, openly and honestly, they reached a mutual understanding with one another.

It is evident that we were working with two clashing personality types. Mira, an earth bound person, was stubborn and unwilling to perceive Suzy’s entry to the department as an opportunity to learn and exchange creative ideas. However, her loyalty to her job was a supportive measure, which allowed her to remain grounded to the department. Suzy, water by nature, tried to swim her way out of the conflict, but she cared deeply for the emotional health of the department and participated willingly with the outside intervention. Her flexibility and accommodating style helped speed up the reconciliation.

We may not always have the privilege of choosing whom we work with, but the challenge in every conflicting relationship is to focus on the problem NOT the person. The problem in this case was that neither party took responsibility for their own actions, words or thoughts. They held the other person accountable for their own perceptions and failed communication.

There are several ways to take responsibility without losing face. An apology, for instance, is often one of the most difficult, but it can be done without even using the words “I’m sorry.”

Even the most difficult people can undergo positive transformation in behavior after engaging in the process of conflict transformation. It requires honesty and a commitment to growth and excellence. It demands that we re-imagine who we are and who we could be. It asks that we stretch ourselves past outgrown patterns and behaviors. We must not only be able to accept negative feedback, but actually seek it out. We must constantly be aware of our blind spots, and of areas where we can improve our understanding of our impact on others we work with.


When a conflict arises and you feel helpless, here are some general principles to ease your mind and emotions:

•Stay calm – don’t lose your temper

•Don’t fall into a trap and become defensive

•Deal with the task at hand, not on whose fault the conflict was

•State the issues as differences, not as who was right or who was wrong

•Be persistent in stating your case

•Be constructive and focus on a solution.
 


Tommy Weir and Christine Crumrine are from Beirut-based CrumrineWeir, the global leadership experts.

October 1, 2004 0 comments
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Financially yours…

by Yasser Akkaoui October 1, 2004
written by Yasser Akkaoui

Ever since Christopher Columbus touched the Spanish royal family for some venture capital and discovered the new world, history has been littered with the achievements of those who were both bold enough to fight for their ideas and those who had enough faith to back them.

In Lebanon, this entrepreneurial drive has been solely developed and driven by the private sector, one that accepts that it does not operate in the most favorable business environment but still succeeds in combining a flair that is underpinned with shrewd business savvy. GS, Rectangle Jaune, Roadster, Casper and Gambini’s, and Zaatar W Zeit are but a few examples of Lebanese business spirit that has won over an Arab world still obsessed with importing ideas.

But where is the government support? Is it in the $20/m2 in license fees to set up a factory? Is it in the red tape and extra payments required by civil servants not qualified to do their jobs? Does it perhaps lie in the corridors of IDAL, the so-called one-stop-shop that has so far failed to deliver? Maybe it is all of the above. Fortunately, Lebanese business has learned to thrive independently. It will never die, but it may just go elsewhere.

EXECUTIVE believes in the private sector and that is why it has placed so much importance in this month’s issue, which is heavily tilted towards finance and investment. Thomas Schellen dreams of a united Arab stock market as well as offering a selection of financial tools for the investor in 2005. Nicolas Photiades takes the legacy of Columbus and looks at the limited venture capital opportunities in Lebanon, while Faysal Badran casts doubt on the nation’s appetite to spend in the run up to Christmas. Finally, EXECUTIVE talks to Naji Butros, the investment banker who gave up heading a $24 million profit-making division at Merrill Lynch to encourage investment in his own country.

Finally, we cannot ignore the recent politicking, which once again threatens to pull the country three steps back after one hard-earned, step forward. In our cover story, Joey Ghaleb, argues what is at stake for Lebanon if the international community feels our leaders are not serious about economic reform, while Tony Hchaime predicts the fiscal outlook in the wake of the presidential extension.

Enjoy!

October 1, 2004 0 comments
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Business

Can the Economic Upswing out-survive Another Political Crisis?

by Joey Ghaleb October 1, 2004
written by Joey Ghaleb

Can the Economic Upswing out-survive Another Political Crisis?

September was one of the most turbulent months in recent years. Not only was the ministry of finance managing the swap of the 2005 Eurobonds, the country also entered into a period of political tension that resulted in an amendment of the constitution and a three year extension of the presidential term. Joey Ghaleb looks at what is at stake for the country. In late August, a mission from the International Monetary Fund (IMF) visited Lebanon as part of its annual Article 4 Consultations and produced probably the most positive report since the early 1990s. The IMF not only estimated 5% real GDP growth (or an 8% nominal growth) but also stated “a significant reduction in the debt-to-GDP ratio – the first time since the civil war – is within reach in 2004.” The IMF’s positive outlook, which is based upon an upward economic trend that began around mid 2003, did not overlook the fact that “vulnerabilities remain … and the country continues to be vulnerable to adverse domestic and external shocks.” It is quite clear from reading the July and more recent IMF reports, that a lot of emphasis was being placed on what will happen in 2005, after totally discounting 2004 – a year that witnessed political deadlock and a highly questionable fiscal budget. Neither the IMF, which constantly refers to measures or reforms expected in 2005, nor the Economic Intelligence Unit (EIU) were party to the political debate in the country but they both considered that 2004 would not be a year in which the seeds of economic reform were sowed. Instead, they looked to the presidential and parliamentary elections as a turning point, which would lead to a more suitable environment to encourage economic growth. The economic indicators were positive throughout the first half of 2004 and the outlook is even more promising. Tourism boomed with a 45% increase in tourists, exports increased by 30%, the fiscal deficit stood at only 25% of total expenditures, and interest rates were continuing their welcoming decline. Three main factors are behind the 5% real GDP growth expected for 2004 and they are: exports, in principal to Iraq (via Syria); tourism; and real estate. These three factors stand to be weakened if international political pressure mounts on Lebanon, hence threatening the growth pattern, which is now still in its infancy. Stepping back and examining the immediate impact of the constitutional amendment on the economy, it is hard to ignore the fact that the politicking, which rocked the financial operation midway through the last week of August, overshadowed the bond swap. The ministry of finance was able to exchange only 55% of maturing Eurobonds ($1.186 billion) into two new instruments with 7.125 and 7.75 yields, saving about 200 basis points. A question that analysts might raise is what would have happened if the swap operation were conducted a week earlier or a week after? The straightforward answer to the first part is probably a more successful ratio of exchange (more than 55%) and thus additional fiscal savings might have been achieved. Now, if the swap were to be conducted post UN resolution 1559, the savings in percentage points would be lower than 200 basis points and some might argue that the swap would not have been recommended by the international investment banks managing the swap at the Bourse of Luxembourg. The next major fiscal milestone will be the much-anticipated 2005 fiscal budget, expected in a matter of weeks. If the environment in 2004 was not, according to finance minister, Fouad Siniora, suitable for a reformist budget, will a 2005 budget proposed by an outgoing minister during a period of political uncertainty include the necessary measures expected to put the country back on the Paris II tracks? Painful measures such as a VAT hike to 12% or 16% require a consensus, popular support and understanding. Will the government succeed in restructuring its administration by laying off redundant employees or increasing the working hours – two measures that previous governments failed to defend in past budget proposals during a period of more political cohesion than today? The constitutional amendment and the ensuing political tension has made it harder to introduce and execute the reform expected in the 2005 budget, improvements which are also eagerly awaited by the IMF, international rating agencies, Paris II member states, and all parties with a stake in the Lebanese economy. The savings in the debt service gained following the Paris II will be partially or fully wiped out and the debt dynamic reversal, referred to in the IMF July 2004 report, will not be sustained if Lebanon is downgraded and the economic momentum is lost. And then there is privatization. This pillar of Paris II has been delayed in 2004 but is promised in 2005, according to the IMF, the only institution that can make or break any Paris III gathering. Past experience now coupled with a bruised political climate does not bode well. The Telecom mishap and the ongoing lack of a consensus among Lebanon’s politicians cannot be overlooked. A successful and wide reaching privatization process requires transparency, a competitive economy, a suitable climate, a lucrative deal, but more importantly a stable and consistent environment, one that will not scare off investors, who are, by nature, twitchy to political rumblings. They need to be sure that their investments are protected and their contracts honored, and their rights preserved by an efficient and credible judicial system. Lebanon has failed to provide this in the past (e.g., telecom, electricity management contracts, Sukleen, etc.) and a last minute constitutional amendment will have done little to shore up confidence. Lebanon has continuously, and quite rightfully, highlighted the strategic importance of its European Union (EU) partnership agreement, signed in 2002. Key to this are the tenets of the 1995 Barcelona Process, which aim to create economic prosperity and political stability based upon shared values and mutual interests. EU Ambassador Patrick Renauld raised these values, when he recently met Prime Minister Hariri and hinted that the presidential extension might threaten the essential spirit of the partnership.

Could Lebanon jeopardize its strategic relationship with the EU, its natural and primary trading and economic partner? Fortunately for us, unless international political developments make a sharp turn to the worse, we cannot expect the EU to freeze the partnership with Lebanon, but we can expect a more lukewarm and cautious relationship, one that might delay or a number of EU-funded projects. The 2002-2004 National Indicative Program alone allocated €80 million, while EU had been planning to increase Lebanon’s budget. Can we afford to lose much needed technical assistance aimed at modernizing our economy? Moreover, and in addition to the Association Agreement, the EU is embarking on a new, wider European "Neighborhood Policy” to complement and build upon the existing Euro-med partnership. The EU, following its enlargement, now has borders from Russia to Lebanon, and all the way to Morocco. The new initiative aims to deepen economic and political integration between the EU and its neighbors by developing bilateral action plans whereby specific activities would be implemented to meet target objectives. Such an ambitious initiative requires a more generous budget and the EU is ready to increase financial and technical assistance to ensure stability and prosperity along its borders. Jordan, Tunisia, and Morocco have already negotiated bilateral action plans and large amounts have been allocated to properly implement them. Lebanon has already welcomed this initiative (an official letter was sent by Prime Minister Rafik Hariri to EU Commission President Romano Prodi in this regard) and is expecting to launch the process of developing the Lebanese-EU action plan once the new EU commission is in office next month. It would be disappointing if the constitutional amendment were to jeopardize not just the existing Association Agreement but also the more promising Neighborhood Policy and deprive Lebanon – like Libya for a decade – from the fruits of a Wider Europe. If Lebanon escapes censuring by the EU, it still has to get past the US barrier at the door of the World Trade Organization (WTO). In the last round of the WTO negotiations in July 2004, Lebanon scored many points towards acceding to the world’s most important trade (and probably soon multilateral investment) institution. Prior to accession, candidate countries negotiate on a bilateral and a multilateral level. The US, which has provided technical assistance to help Lebanon accede to the WTO, can, like any other member, also block, delay, or veto Lebanon’s accession. It can start by halting its technical assistance to Lebanon if relations between the two countries worsen; and even if Lebanon meets the minimum accession requirements – such as introducing new laws or adopting WTO principles (National treatment, most favored nation, etc.) – the US can shower Lebanon with requests and demands that would delay the process of accession for years. Lebanon must pray that this process does not encounter any political obstacles now that its “sister” organization, the UN has passed a new resolution.

Regionally, despite the escalation of violence in Iraq, the Iraqi market has been a major factor behind the recent upsurge in economic activity in Lebanon. Lebanese investment in Iraq covers a wide array of sectors and the Iraqi market has quickly become the primary destination of Lebanese exports with about a 17% share for the first seven months of 2004. The average monthly level of exports to Iraq in 2004 is 250% higher than 2002 while transit trade has also boomed creating backward and forward linkages benefiting a variety of sectors, such as the transport sector, the port of Tripoli, the cement industry, generator production, professional services and the export of expertise. That said, an American blacklisting of Lebanese firms (usually in the form of “indirect” blacklisting by not short-listing Lebanese tenders for contracts) and entrepreneurs could be detrimental to the economy especially that Lebanon fought hard to break into the Iraqi market and win contracts. Obviously any form of economic sanctions against Lebanon or Syria can lead to reversal in the economic trend but a blacklisting approach can also carry further negative implications at this early stage of the economic recovery process. The “loss” of the Iraqi market would fall under what the IMF called the vulnerability of Lebanon to external shocks (a small and open economy by definition cannot grow and develop within a small circle, especially one that is in debt to its eyeballs and which has a lack of natural resources). Any sanctions or blacklisting is not expected in the near horizon but, given the experiences of Libya, Iraq, Iran, Afghanistan, and to a smaller extent Syria, it cannot be disregarded.

Another engine of economic growth, which is also greatly affected by external shocks, is tourism. This sector had probably single-handedly lifted the Lebanese economy, creating activity in numerous service sectors and attracting the bulk of foreign direct investment into Lebanon. By September, the number of tourists exceeded 1 million, the same amount reached for all of 2003. Meanwhile, the yearlong campaign on CNN funded by the Lebanese government is now bearing fruit, while there are increasingly positive reviews in the European and American press.

However, one negative news bite on CNN can easily counterweight the hard work put into improving Lebanon’s image a safe and peaceful country. Figures from 2003 indeed show that tourist arrivals to Lebanon declined by 32% and 23% in March and April respectively due to the war in Iraq. Faint-hearted investors can disappear in a heartbeat. A couple weeks after the extension of the presidential term Lebanon seems to have its back against the wall but the picture is not as bleak as some may portray it, especially given that the Lebanese market has learned to foresee and thus discount “political crisis” as long as these crises remain contained and temporary. At any rate, it is a too early to determine where Lebanon is heading on the geopolitical map and hence it is premature to properly assess the full economic implications of what has happened on the Lebanese political scene. At this early stage though, the general observation is that the constitutional amendment and the debate that ensued has shaken the climate and will not improve the economic situation, at least in the short term. Lebanon must not let the positive upward momentum it has enjoyed in the past 12 months evaporate.

Dr. Joey Ghaleb is chief economist at the ministry of economy and trade and head of the Economic Research Center. The views expressed by the author do not necessarily represent those of the ministry.

October 1, 2004 0 comments
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Upping the ante on Syria

by Claude Salhani October 1, 2004
written by Claude Salhani

It’s been ten months since President George W. Bush signed the Syria Accountability and Lebanese Sovereignty Restoration Act (SALSA) of 2003 into law, hoping to pressure Syria into adopting a more aggressive stance on terrorism, and withdraw its troops from Lebanon. However, the measures adopted by Washington vis-à-vis Damascus, which combine punitive economic sanctions with diplomatic pressure, have failed to influence the government of Bashar Assad. Instead, the Syria Accountability Act has given the Syrian leader new incentives to adopt a harder line towards Washington. The hardening of positions between the two capitals plays into what some neo-cons in Washington are hoping for; a confrontation with Syria that would lead to Washington imposing a regime change in Damascus, much as in neighboring Iraq. Can you say more chaos in the Middle East?

It is still too early to tell if SALSA has been effective. The Bush administration waited for almost all of the act’s six month grace period to choose the minimum two of six penalties outlined in the act. So while the “sticks” are now in hand, Washington has offered Damascus few proverbial “carrots” to change its policies. In off the record conversations with six seasoned diplomats from the State Department, including high-ranking officials who have served many years in Syria and other Arab countries but asked not to be identified by name, all said they believe that the anti-Syrian legislation will be counterproductive and will not profit US interests. Those diplomats say that enforcing the act will instead marginalize Syria, making future negotiations harder.

While the Accountability Act threatened to disrupt trade between the two countries, of which there is very little to begin with, it is the US that stands to lose more, from both a business as well as a political perspective. Not least is the sharing of intelligence and cooperation in the fight against terrorism that, according to Syrian sources, have been forthcoming. Bouthaina Shaaban, Syria’s minister of expatriates, has said that since the 9/11 attacks, Syrian intelligence has worked with the US in combating terrorism, particularly against al-Qaeda.

“Damascus has hitherto been providing the US with critical data on al-Qaeda,” wrote Tony Judt, director of the Remarque Institute at New York University. “Like Iran, another longstanding target of Israeli wrath whom we are actively alienating, Syria is of more use to the United States as a friend than an enemy,” said Judt.

Analysts who monitor Syrian-US relations say that trade between the two nations is at a pitiful low, diplomatic relations are already strained and Syrian aircrafts do not operate in the US. On May 11, Bush chose to implement a cocktail of penalties. In terms of SALSA, the measure with the most teeth is a ban on US exports to Syria except for food, medicine, civil aviation equipment and technology to promote the “free flow of information” (read: internet). Coming in a very distant second, Bush also chose to prohibit already non-existent Syrian flights to the United States.

But that was not all. To address Syria’s “threat” to US security, Bush invoked two additional pieces of legislation to penalize Damascus for perceived transgressions. Under section 311 of the US Patriot Act, the president instructed the secretary of the treasury to issue a “notice of proposed rulemaking” concerning a measure to require US financial institutions “to sever correspondent accounts with the Commercial Bank of Syria (CBS) based on money laundering concerns.”

CBS is by far Syria’s largest bank and one of the biggest in the Arab World in terms of assets. It is responsible for most if not all Syrian government transactions abroad –including payments to foreign oil companies of production sharing revenues.

Bush also invoked penalties against Syria under the International Emergency Economic Powers Act (IEEPA), which allows the “Secretary of the Treasury, in consultation with the Secretary of State, to freeze, within the jurisdiction of the United States, assets that belong to certain Syrian individuals and government entities.” Nothing earth shattering as far as Syria is concerned, but a number of uncertainties remain. So far, Washington has held back from enforcing the penalties on the CBS. In late September, a delegation from the US Treasury Department visited Damascus for reportedly heated but fruitful discussions with Syria’s Ministry of Finance and Central Bank. Use of IEEPA is not even discussed by the US Embassy in Damascus. The export ban has caused considerable concern in Damascus, however.

According to figures from the US census bureau, exports to Syria from the US in 2002 amounted to only $274.2 million, and US imports from Syria for the same year were only $169.9 million. By comparison, trade with Jordan for the same period totaled $404.4 million for exports and $412.4 million for imports.

US exports to Syria for 2003 amounted to $214 million, of which approximately $75 million consisted of food and live animals, items that will not be affected under the sanctions. This means that roughly $139 million in export trade is at stake. According to the National US-Arab Chamber of Commerce, the sanctions will affect only a few American companies that are interested in working in Syria, particularly in oil exploration and agriculture. Beyond that, few, if any, US businesses are likely to suffer.

Nonetheless, one danger emanating from the Syria Accountability Act is that American businesses may find themselves left out of potential future trade deals. Brazil’s initiative to drum up more trade with Syria, as highlighted by President Luiz Inacio Lula da Silva’s visit in December 2003, and the December 10, 2003, announcement by the European Commission of a new pact to develop political and trade ties with Syria will not benefit American firms.

Furthermore, sanctions aimed at keeping American or Western technology out of Syria would be impossible to enforce. “If the Syrians need a computer they would simply drive to Beirut and get one,” said a veteran US diplomat, familiar with the area.

Syria’s thousands of miles of rugged borders with Turkey, Lebanon, Iraq, and Jordan are extremely porous, and the smuggling of contraband-particularly across the Turkish and Lebanese borders-is as ancient as the Bible. Passing banned items into Syria from Lebanon – especially if it was sanctioned by the Syrian government – would be further facilitated by the fact that Syrian troops still control parts of Lebanon. One Washington insider with a deep knowledge of US-Arab relations summarized the whole exercise: “It will be a slap on the arm.”

Bush has other arrows in the SALSA quiver, including a possible ban on US investment in Syria, restrictions on Syrian diplomats in the United States, downgrading US diplomatic representation in Damascus, and banning transactions with institutions in which the Syrian government has interest. Are more penalties on the way in the near future? So far, Washington has little to show for its new pressures on Syria. As with the Palestinians, the Bush administration believes the stick is a far more effective approach than the carrot in achieving American security objectives in the Middle East. That belief demonstrates a remarkable ignorance of Levantine culture where saving face is of paramount importance. That, in part helps explain why overt pressure rarely works.

Raising the stakes and holding the Syria Accountability Act as a sword of Damocles over Damascus did little to encourage cooperation with Damascus or bring the Syrians to the negotiating table. It may indeed have had the reverse effect – that of backing Syria into a corner. Instead of cooperating, the natural instinct of a cornered enemy is to fight back with renewed vigor. Instead of inviting a negative response, the US should promote dialogue and foster engagement.

“To encourage progress,” wrote Daniel Byman, an assistant professor in the Security Studies Program at Georgetown University, “the United States should couple its sticks with carrots and [offer Syria] some positive incentives to cooperate.”

What the advocates of a confrontational approach to Syria seem to ignore, is that there is a difference between pressuring and bullying nations. Right or wrong, much of Washington’s hard-line policy in the Middle East is seen as favoring Israel. And that belief is building resentment in a region where Washington is trying to win hearts and minds.

The Bush administration has called on the Assad regime to halt its support for what it calls “terrorist organizations” and to expel “terrorist groups” from Syria. Hamas, Hizbullah, Islamic Jihad, the Popular Front for the Liberation of Palestine, and the Popular Front for the Liberation of Palestine-General Command all maintain offices in Damascus. Israel and the US consider them terror groups.

Syria sees its influence on these groups and its presence in Lebanon as the only cards it has to play in any future negotiations with Israel. Forcibly shutting down the offices of those organizations, State Department diplomats argue, would render the task of keeping tabs on them that harder and would not really solve the problem at hand. It would be a largely superficial move – the groups could relocate elsewhere in the Arab world, including to places where it would be much harder to track and monitor their activities. As it stands, the act does not translate into much in any practical sense.

“Bashar is someone who is genuinely interested in taking Syria in a new direction,” said Flynt Leverett, a former senior director of Middle East affairs at the National Security Council, who focused on Arab-Israeli issues (and a former senior analyst of Middle East and South Asian affairs at the CIA). Maintaining relations with the government in Damascus, as opposed to distancing it from Washington, is important to the US war on terrorism. The US Department of State has listed Syria as a state sponsor of terrorism since 1979, when the list was first created, but Syria has not been directly linked to any acts of terrorism since 1986, and the government officially bars groups based in Syria from launching terrorist attacks. More important, the government of Syria has no ties to al-Qaeda and has brutally repressed other Muslim fundamentalist groups – most notably the Muslim Brotherhood – that the government sees as a threat.

The Syria Accountability Act will give the Bush administration a little more pull, but as Leverett points out, “It will not bring change.” For that to happen, he said, “We’ve got to get a smarter policy.” A smarter Middle East policy would engage the moderate forces in Syria – and for that matter in the rest of the Arab world –

in positive dialogue and to promote business. Rather than impose economic sanctions on Syria, Leverett urges that the Bush administration lift restrictions, which as was learned from the case in Iraq, only hurt the people and not the regime.

Brink Lindsey and Daniel Griswold of the Cato Institute in Washington, DC, have similarly documented how greater economic engagement and free trade combat terrorism by encouraging the spread of democracy and political freedom. In this vein, more trade, not less, is likely to lead to favorable outcomes for US security.

 


Claude Salhani is international editor and a political analyst with United Press International in Washington.

October 1, 2004 0 comments
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Architecture & Design: Spoils of war

by Peter Speetjens October 1, 2004
written by Peter Speetjens

Market in Brief

Lebanon’s architecture and interior design sector is in today’s market, worth an estimated $40 to $45 million. It is an industry driven by fierce competition, where projects are scarce and registered architects – some 6,000 – in abundance. In fact, the value of construction in Lebanon is accounted for by only a handful of, often eye-catching, projects in and around Beirut. The narrow and high-end construction market is served by some twenty architectural firms, which employ a total of some 200 to 400 architects to design and execute most of the projects.

There are three firms that employ about 50 architects and boast a turnover of $5 million or more, followed by a dozen companies employing between 10 and 20 architects with an estimated turnover of $1 to $2 million. Hopes that there would be a boom in the construction and architecture market were resuscitated by the establishment of Solidere in 1995, but by the turn of the century, the market slowed down. Since the infamous events of 9/11, however, both sectors are picking up, as more and more Gulf Arabs have returned to Lebanon, both as tourists and investors, buying land and developing property. Most large hotels and residential projects are in fact developed partly or fully by Arab investors.

The law

To work as an architect in Lebanon, one needs to register with the Lebanese Order of Architects and Engineers and a number of qualifications must be met. Most importantly, one has to be a graduate from an accredited Lebanese or foreign university and must be a holder of the Lebanese nationality for at least 10 years. Interestingly, one also needs to have a clean criminal record. Once registered, one pays an annual fee of some $400 for medical insurance and pension rights. After being registered in the order, an architect needs to obtain a license from the ministry of public works to perform to work in the profession.

A special committee, consisting of members of the Lebanese Order of Architects and Engineers, the university and the ministry of public works and higher education, examines and decides upon the request. There are currently over 5,000 architects who are members of the Lebanese order, as well as some 15,000 civil engineers, 5,000 electric engineers and 5,000 mechanical engineers. But because Tripoli has its own order and not all architects are registered, it is estimated that the number of architects is probably double that number.

Education

There are currently eight accredited Lebanese universities that offer architecture as a major and each year, some 350 to 400 graduates enter the market. Most of them will stay in Lebanon, while others opt for a career in the Gulf and Saudi Arabia. Several of Lebanon’s topnotch universities, most notably ALBA and AUB, offer an education that is also valued abroad. Considering the figures listed above, it is no wonder that many students leave to work in the Gulf, Saudi Arabia or the United States, as soon as they have the chance.

Salaries & Fees

A fresh architect graduate will earn an average salary of some $500 the first year of employment, which will then increase by some 10% a year. Naturally, a top student being drafted by a top bureau will be able to ask for more. The standard fee for an architectural and engineering office is 7% of the project’s construction cost, excluding indirect costs such as permits. The 7% is broken down as follows: 2% for site supervision, 2% is for the work of civil, electrical and mechanical engineers, which leaves 3% for the architect’s fee.

Surprisingly, the bigger the project, the smaller the architect’s fee, relatively. In case of a $200 million project, for example, no developer will accept a percentage based fee and so a lump sum will be agreed upon, which on average amounts to half of the 7%. For a small project, however, the architect will refuse to work for a percentage, as the design of $300,000 villa can be as much work as that of a $30 million office block or hotel.

Residential

The lion share of Lebanon’s residential market is represented by the handful of high rise buildings that are set to appear in the BCD. Facing the marina, the Marine, Platinum and Beirut Towers are being built, while at Riad el Solh Square, the multi-use Landmark Building is set for construction. The combined overall value, including the price of land, is some $700 million.

The towers combine state of the art design, overwhelming luxury and a magnificent view of the sea and mountains and carry a price tag starting at $4,000m2. Still, most of the apartments have been sold mostly to Gulf Arabs. Together with a dozen of other, smaller apartment blocks and luxury hotels, up to $1.5 billion is being poured into the heart of Beirut, making it Lebanon’s hottest property by far.

Most of the buildings in downtown Beirut have been designed by foreign architects, with Spanish architect Ricardo Bofil signed on for the Platinum Tower and French architect Jean Nouvel responsible for the Landmark Building. With an eye on distinctive designs and future value, Solidere prefers so-called signature buildings by famous foreign architects. As a foreign architect is not allowed to work independently in Lebanon, after the initial design is submitted, all executable drawings and details will be taken care of by a local partner. It is for this reason that Bofil is working with Nabil Gholam on the Platinum Tower project, and ERGA group is executing the original French designs of Saifi Village.

Seeing the value of the projects in downtown, most architectural and engineering firms will receive a fixed amount of money, roughly amounting to 3% of construction costs. Other than in downtown Beirut, several high-end residential projects are being built in Verdun, Ramlet al Baida, Ashrafieh and Ras Beirut.

Generally, the further you move out of Beirut’s inner circle and its direct surroundings, the smaller and less valuable the projects being executed. The lower-end of the market for affordable middle class apartments with a price of $250 to $500m2 is virtually stagnant, which is partly due to the fact that the price of sand, cement and steel has doubled over the last few years, while government subsidies for social housing projects are non existent.

The result is a dozen of very expensive residential apartment projects that represent the main value of the overall market and that are generally being executed by a dozen or two high profile companies. The near future of lucrative residential buildings lies in the mountains, said one architect, where more and more new villas of Arab investors will appear. The real money however, he added, is to be made in Dubai and Qatar, not in Lebanon.

Hotels

The market for design and construction of hotels in Lebanon is similar to that of the residential sector. The $140 million Mövenpick hotel and $100 million Four Seasons Hotel are both Saudi investments, the new $70 million Summerland Hotel and the proposed $125 million effort to rebuild the Hilton Hotel are combined Saudi-Lebanese investments, while the Metropolitan Hotel was built by the Dubai-based Habtoor Group. Most of the newly built hotels in the Aley-Bhamdoun area are also partly or fully foreign investments.

Responsible for hotel designs and execution of those designs are both local and foreign architects. For example, the “white waves” design of the Mövenpick Hotel, which was built over an already existing concrete structure, was largely designed by the ERGA group. The project’s overall price was $140 million, including the price of land. Construction costs roughly amounted to some $70 million, including the pools and a marina. The hotel itself, excluding interior design, cost some $20 million, for which the combined fee for architects, engineers and site supervision amounted to an estimated $600,000.

Offices

The market for the construction of office buildings is largely non-existent. With up to 60% of the offices in downtown Beirut remaining empty, there is just too little demand. The AN NAHAR building was one of the last major office blocks to appear in Beirut. It cost only $12 million to construct, as the design was kept extremely simple and functional, using only the most basic materials and leaving the interior design for the client to handle, which is why, on the third floor, pipes and cables are seen sticking out of the walls.

The building was designed by Pierre Khoury – who also signed on the ESCWA building and BLOM headquarters facing Commodore Square – for a lump fee of an estimated $100,000. Concerning the state of the market, it is significant to note that Khoury’s firm, which employs 15 architects, is also responsible for the design of Park View in the BCD. Originally, Park View was to become an office building, but it now will serve as a residential tower, with high-end luxury apartments, most of which have been already sold. Individual office buildings are being built, especially for banks, but as far as the overall market is concerned, most architects agree that it is absolutely essential for the downtown SOUQS projects to be completed, as it is hoped that the area will serve as a major catalyst to developing the surrounding office space.

Architecture and economics

Unfortunately, Lebanon generally does not have a lot of good architecture, which presents not just a problem from an aesthetic, but economics point of view as well. Bad architecture costs money, certainly in the long run. Take, for example, the overwhelming majority of apartment blocks that are just concrete boxes put on top of each other. They pop up everywhere in the country, spoiling the view and natural beauty, which – increasingly scarce – represent an increasing economic value. What’s more, many of the buildings are badly constructed, not able to withstand the withering effects of time let alone an earthquake, as contractors aim to save money by using less steel.

Then there are the office buildings that have been erected to emulate the predominantly glass structures in Dubai. Most architects agree that this is very suitable building style for colder countries, as the glass helps heat up buildings and thus saves money. In the Middle East however, the opposite is true. With the sun blasting over 10 hours a day, the building becomes a glass house, causing electricity bills to skyrocket because of the constantly running ACs.

Another major problem is the absolute lack of urban planning in the country. Basically, anyone can build anything anywhere: today, you have a view over the Mediterranean Sea, tomorrow it’s blocked by another building, while parks are virtually non existent. The only town in Lebanon that does have a policy of urban planning is Deir al Qamar, where Fadi Chiniara has formulated for free a set of basic rules that every new building needs to meet to get a construction permit – including requirements for height, roof and façade – to keep the town’s traditional character intact. With an eye on tourism, it will be no doubt a policy that pays off, certainly in the long run, which is part of the reason why Walid Jumblatt has approached Chiniara to do something similar for the Chouf.

INTERIOR DESIGN

It is impossible to indicate the value of the interior design market, as there is no regulatory body and basically anyone can work as an interior designer. As a general rule, the client indicates how much they want to spend on the interior of their home, hotel, shop or restaurant. Depending on the choice of material and luxury, the average price to execute a design varies between $500 and $1,200m2, which includes all accessories, such as furniture, tiles and carpets.

The initial design will cost some 10% of the interior’s overall cost, while the designer or architect responsible for the execution of the design will charge another 8% to 12%. Rumor has it that the future 3,000m2 interior of a Saudi official will cost no less than $500,000. The market leader of interior design in Lebanon is Cercle Hitti.

Its interior design department, led by Dory Hitti, employs some 15 interior architects and designers. It signs for both design and execution, yet not necessarily in the same package. The lion share of Cercle Hitti’s designs concern residential buildings, but the company does the interior of offices, showrooms, restaurants and hotels as well. Some of its notable clients are the Sheraton Coral Beach and Heliopolis Hotel.

The big advantage of Cercle Hitti is that the company also sells furniture, beds and lamps, which allows it to offer the client a package deal. Some of the other well-known designers operating in the market are Jean Luc Mengi and Dada, who do more classical interiors for mainly wealthy Lebanese and Arab clients, while Rony Fatte and Galal Mahmoud specialize in more modern designs.

Unlike the Lebanese Order of Architects and Engineers, there is no official regulating and protective body for interior designers. Working with an unreliable designer, qualified or not, can be costly; there are known cases of designers selling clients fake art works and antiques, or selling them for highly inflated prices.

 

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