ARCS house

1 INTRODUCTION

1.1 ARCS HOUSE OVERVIEW

The beginning of a guesthouse management started in 2004, when the ARCS team opened ARCS Riau Guesthouse, Menteng. It was designed for a specific niche consumer such as expatriates, mainly from Japan. The ARCS team was confident that the guesthouse would be a success due to the strategic location, which is right at the business center of Jakarta. The first expansion of the ARCS guesthouse occurred the following year, in 2005, when ARCS Adityawarman Guesthouse in Kebayoran Baru was launched. Its concept was similar to the ARCS Riau Guesthouse where the consumers were mainly Japanese expatriates. The only difference was that the ARCS Adityawarman Guesthouse was located at South Jakarta surrounded by business and entertainment district. In Mid 2005, the ARCS team started to develop and build a new concept of Small Resort that is located in Tapos Ciawi, West Java. A year later, in the summer of 2006, Rumah Jambuluwuk, which was built on an area of 8000 2 m and consisted of 7 villas, 1 Meeting Room, and a swimming pool, was already operating. With the success of Rumah Jambuluwuk, ARCS team started planning for an expansion of the resort. This expansion grew Rumah Jambuluwuk into a medium sized resort with a total land of 2 hectare and consisted of 15 villas, 5 meeting rooms, and outbound facilities. During the soft opening of Rumah Jambuluwuk, ARCS team received positive responses from the customers and saw a bright future in this resort, financially and conceptually. This led to a plan for an expansion. The development was finished in mid 2007 and grew Rumah Jambuluwuk into a medium sized resort with a total land of 2 hectare and consisted of 15 villas, 2 swimming pools, 5 meeting rooms, and outbound facilities. In the same year of 2007, ARCS team opened two more guesthouses, ARCS Adityawarman 1 Guesthouse in Kebayoran Baru, South Jakarta, and ARCS Cut Nyak Dien Guesthouse in Menteng, Central Jakarta. On January 24, 2008 marked an important event in the history of ARCS HOUSE, as the ARCS team became a legalized company, called PT. ARCS HOUSE. This was the right move considering the aggressiveness and constantly fast-growing projects, further competency in property and hospitality management, and well-directed vision and mission. The company is determined to be successful in developing each asset and managing every hotel and resort. In other words PT. ARCS HOUSE is an Own & Operate company. In 2008, PT. ARCS house made the third and final expansion to Rumah Jambuluwuk, and grew the resort into a 3 hectares resort and a total of 20 villas, 3 swimming pool, and 8 meeting rooms. In 2009, the company started building the fifth guesthouse, called ARCS Ophir Guesthouse in Pakubuwono, South Jakarta. PT. ARCS HOUSE also acquired a 6 hectares land in Batu Malang, East Java for the development of ARCS Resort Rumah Jambuluwuk II, which is planned to start building in the

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first quarter of 2010. PT. ARCS HOUSE also introduced the first development of ARCS Hotel, on Gaja h Mada Street, DIY Jogjakarta, which is planned to start building in the beginning of 2010. 2010 will be the year of developing, as ARCS Resort Rumah Jambuluwuk II and ARCS Hotel Gajah Mada will open in the second quarter of 2011. The company will keep researching and surveying for various location around Indonesia, such as Bali, Bandung West Java, Bukit Tinggi West Sumatra for the next development of ARCS Hotel and ARCS Resort.

1.2 VISSION
To become a well known company in Indonesia as a Hotel developer and operator management To become an Internationally Standardized Hotel operator and management that provides excellent service and products, and customer satisfaction oriented To operate with innovative efficiency and wide-network range using up-to-date technology, various facilities, and competent Human Resource Development To grow sufficiently as a parent company that owns and operates various exotic location for business and tourist location in Indonesia To maximize profit and minimize cost To provide labor opportunities to local residents

1.3 MISSION

ARCS house aim to become a competent company that operates in property development and hotel management that is profitable and well known nationally and internationally. ARCS house provides products that has unique characteristics that. symbolizes various national cultures that are customized to the local surrounding, market demand, and strategic location. The Companys value of services can be summarized as: Comfortable Friendly Security Clean

1.4 PRODUCT & SERVICE VALUE

1.5 BOARD OF EXECUTIVE

President commissioner Commissioner Commissioner Commissioner President Director Director

: : : : : :

Marchella Purwanaika, Bsc Dipl.-Ing. Didit Mardwipranoto Ir. Rahadi Santoso Irma Rahadi Wiraseno, Msc Marlo Raditya Santoso, Msc

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1.6 ARCS HOUSE ORGANIZATIONAL STRUCTURE

PT. ARCS HOUSE

ARCS RESORT

ARCS GUEST HOUSE

ARCS HOTEL

2 PRODUCTS

2.1 ARCS GUEST HOUSE

Profile ARCS Guest House
PT. ARCS HOUSE has 4 branches of ARCS guesthouse that is already in operation, and one guesthouse that is in progress and expected to start operating in December 2009. Each branch is located in strategic locations in Jakarta near business and entertainment district. ARCS house has 2 branches in Menteng, Central Jakarta, and 2 branches in Blok M, South Jakarta. ARCS Guesthouse target market can be described as single, mobile, and active expatriate executives that in-need of short term to long-term stay in Jakarta. ARCS guesthouse provides tailored-to-the-need high quality services, where each guest can experience a comfortable stay with many facilities included in each guesthouse. (Menteng I) Number of Rooms : 9 Rooms Facilities : Meeting Room

Target Market

2.1.1 ARCS Riau

2.1.2 ARCS Adityawarman

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(Blok M I)

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Number of Rooms : 15 Rooms Facilities : Meeting Room

2.1.3 ARCS Cut Nyak Dien

(Menteng II) Number of Rooms : 30 Rooms Facilities : Swimming pool, Meeting Room Sauna

2.1.4 ARCS Adityawarman 1

(Blok M II) Number of Rooms : 7 Rooms Facilities : Meeting Rooms

2.1.5 ARCS Ophir

(in progress) Number of Rooms : 31 Rooms Facilities : Meeting Room Swimming pool Sauna

ARCS Cut Nyak Dien

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ARCS Riau

Garden

ARCS Adityawarman

Dining & Breakfast Area

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2.2 ARCS HOTEL (Under Construction)
2.2.1 ARCS HOTEL GAJAH MADA
To start construction in the 1 quarter 2010 ARCS Hotel Gajah Mada is the first product of ARCS hotel. Currently PT. ARCS HOUSE is in process of starting the development. ARCS Hotel Gajah Mada is located in Jogjakarta. The hotel building, rooms, and facilities will be equivalent to a three-star plus hotel with the service of a five-star hotel.
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Profile ARCS Hotel Gajah Mada

ARCS hotel Gajah Mada is fully owned by PT. ARCS house, which means that the company develops and manages the hotel. As the standard of ARCS house management team, ARCS hotel Gajah Mada will provide professional and quality service, with comfortable and friendly environment, and customer satisfaction oriented. With the concept of resort and Meeting and conference (MICE), PT. ARCS HOUSE is confident that ARCS hotel Gajah Mada will be profitable; because it is located in the center of a major tourist and business city in Java, more particularly in Central Java.

Location

The hotel is located on Jl. Gajah Mada, in Jogjakarta. It is a very strategic location in regards to tourism and businesses, because it is only 5 minutes away walking distant to Keraton Jogja (Traditional palace), and to Jl. Malioboro, the shopping center of Jogjakarta. ARCS hotel Gajah Mada is also located 3 minutes away from the train station.

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Modern boutique Hotel in family Resort ambient 148 Room keys and public area in modern Interior & exterior style with
traditional touch

Family Swimming Pool with Fitness Facility and traditional SPA Family Karaoke rooms, children Playground, Exotic Green Garden and
Tropical Landscape around the building

Rooms with relative large size in this class Hotel, and resort atmosphere Modern facilities : LCD TV, Wi-Fi in public area, IPOD Connector,
tea/coffee maker, mini bar, Hair Dryer, Ironing Board, cable/satellite TV and room LAN Internet, Building Automatic System

Comfort

Guest will have the experience to sleep in five-star facilities comfortable and family atmosphere Caf and Lounge Restaurant & Kitchen serving excellent traditional, also international F&B

sufficient parking facilities available and Wheelchair accessible 24 Hour security staffs stand by, CCTV, Keycard Entry, Smoke Detector
with sprinkle system and safety Box every room, 24 Hour Room service

Safe & Clean

Experience and trained Housekeeping staff at every floor for serve our ergonomic and brightness interiors

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Quality & warmth five stars services
Beside providing five-star facilities we also provide five-star service, professional, energetic, right-attitude, multitasking, good hotel etiquette & communicated Staff ARCS OPERATOR.

Conveniently located for business act Very strategic Location for business and tourism, 5 minutes on food from Affordable rates Marketing Target & Strategy famously tourist area Malioboro Modern advance and comfortable Meeting & Conference Facilities, support with sufficient parking lot available in Basements Business Center facility

Economic Room rate for 3-star plus : up to Rp 550.000,- (five hunderts Rupiah) exclusive tax. During weeksday, the Companys marketing activities will be concentrated on the corporate accounts (i. e. business segment) for meeting and conventions. Whereas over the Weekend the marketing activities with target the family segment.

Arcs House plans to achieve the targeted yield bay maximizing rates during public holidays and long weekends We also try to maximize and intensification the individual departmental revenue, such as laundry, shops, business center, healthy club & SPA, restaurant (F&B), Function room activities, etc. We aim to penetrate the market share of all four-star and three-star hotels Geographically, this will be conducted through targeting towns surrounding Yogjakarta, including Purwokerto, Cilacap, Jepara, Magelang, etc. We seek partnering with various travel agents and Event organizer to also promote and sell rooms.

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HOTEL ARCS GADJAHMADA OVERVIEW

Photo Satellite : Project Location-Land

AREA ARCS GAJAH MADA

Arcs Hotel Gajah Mada

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2.3 ARCS RESORTS

2.3.1 RUMAH JAMBULUWUK CIAWI
Rumah Jambuluwuk is the first product of ARCS Resort that is developed and operated internally by ARCS HOUSE with the concept of Boutique Garden Resort for Conferencing and Gathering. . Rumah Jambuluwuk is located at Jl. Raya Tapos, Ciawi Bogor, West Java. With the elevation of 600 meters above sea level and a total area of 2,5 hectares, Rumah Jambuluwuk provides cool breeze, calm surrounding, endless view. The brand name Rumah Jambuluwuk is derived from the local village (desa) that is called Jambuluwuk. Rumah Jambuluwuk illustrates various Indonesian cultures by using Rumah Panggung from Manado as villa, Bali architectural and conference room type, Traditional house of Riau, and Rumah Joglo as the restaurant. Each villa is named using different Indonesian cities, such as Jakarta, Aceh, Ambon, Gorontalo, etc. Rumah Jambuluwuk provides many facilities, such as: 11 Meeting rooms with the capacity of 500 people maximum 20 Villas Rumah Kayu, consisting of: 12 Villas three Bedroom (capacity 72 216 person) 8 Villas four Bedroom (capacity 64 192 person)

Profile Rumah Jambuluwuk

Swimming pool (3 unit) Karaoke Billiards Table Tennis Badminton Jogging Track ATV Ride and track Outbound facilities : High ropes games dan flying fox Restaurants & Caf Plaza outdoor BBQ Grill Fishing pond

Target Market

The primary target of Rumah Jambuluwuk is group events, which include companies, organizations, and big families that plans to have events. These events can be exemplified as company meetings and outings, family gathering, church group ceremony, Moslems praying events (pengajian), and others. This group event market is expected to fill in throughout the whole week.

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The secondary target market can be described as small family or group gathering that is expected to fill during the weekends. PICTURES OF ARCS RESORT RUMAH JAMBULUWUK

Vila Rumah Kayu

View Gunung Pangrango

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Meeting room

Rumah Minahasa

Gathering Field

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Pool View Gunung Salak

Outbond

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Fishing Pond

Room at Villa Kutai

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2.3.2 RUMAH JAMBULUWUK BATU-MALANG (PERENCANAAN)

LOKASI

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OBJECT

TOPOGHRAPHY ANALYSIS

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BISNIS CONCEPT RECREATION

Indoor Based Activities

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Outdoor Facilities

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