ABU DHABI // The Monte-Carlo Beach Club on Saadiyat Island has been rebranded after its developer and management company decided not to renew its contract.
The club, which opened three years ago, had been developed by the Tourism Development and Investment Company (TDIC) and managed by Monte-Carlo SBM.
By Sunday, the club’s branding on Saadiyat, as well as its website and social media, had been changed to reflect its new name, Saadiyat Beach Club.
“The rebranding of the beach club on Saadiyat came about after a mutual agreement between TDIC and the previous management company, Monte-Carlo SBM, to not renew the management contract as of August 31, 2014,” TDIC said on Wednesday.
“Since its launch in 2011, the beach club has enjoyed a reputation of world-class service and facilities along the pristine beach of the island.
“The club is now branded as Saadiyat Beach Club; current members will enjoy the full benefits of their respective packages, and will be given the opportunity to take advantage of new membership packages and services that will be rolled out by the beach club at a later date.”
The new name reflects a “new beginning”, a spokeswoman for the club said.
The exclusive club has four restaurants and lounges, a 650 square-metre pool, a spa and gymnasium, and private access to Saadiyat’s nine-kilometre natural beach.
Members of the Saadiyat club were to also have access to the original Monte-Carlo Beach Club location in Monaco. Annual membership cost Dh35,000 upon the club's opening, while a monthly pass cost Dh4,500 and a day pass Dh600.
The Saadiyat club was Monte-Carlo's first brand outside Monaco.
Monte-Carlo SBM was founded in 1863 and the original beach club in Monaco opened in the 1920s.
TDIC is the developer behind Saadiyat Island. Other projects on the island include the Zayed National Museum, Guggenheim Abu Dhabi and Louvre Abu Dhabi, with the latter scheduled to open next year.
Saadiyat is also home to the newly opened New York University Abu Dhabi campus.
lcarroll@thenational.ae
