Marcel Sanders interviewed by Brendan de Beer

In a frank interview, CEO of Aurora Group and Aurora Group Finance, Marcel Sanders speaks of his dream in the south of Portugal and how is looking to use real estate as the means for clients to have a life of luxury at the fraction of the cost.

BB: When was the Aurora Group created?
MS: The Aurora Group was founded in 1996.

BB: What has the Aurora Group achived the past 13 years?
MS: Since 1996 Aurora Group has been involved with quality luxury villas in the south of Portugal, as well as in the setting up of one of the region’s most luxury resorts, “Vila Marinha” - a 74 hectare ocean front project in Benagil, Carvoeiro. 

BB: What is Aurora Group’s connection with the chairman of Benfica?
MS: Aurora Group set up the Vila Marinha and became a partner with one of the companies (Inland S.A) of which Benfica chairman “Luís Filipe Vieira” is also the Director. Inland is one of the largest real estate developing companies in Portugal.

BB: How and when did you come up with "The New Luxury Lifestyle Concept”?
MS: I have personally been involved in real estate all my life. I have always been interested in the latest real estate trends across the globe. The PRC - Private Residence Clubs (fractional Real Estate Ownership) from Four Seasons, Ritz Carlton and Fairmount caught my attention and when I started my research in 2006 I was surprised by the success of Private Residence Clubs. Aurora Group has been building up the concept since early 2007, and then contracted top advisors in the market to come up with what is now known as the “New Luxury Lifestyle Concept”.

BB: What has been your personal contribution to the Aurora Group?
MS: It has basically been to set up the costs of Aurora Group, the due diligence studies with international advisors, the initial planning for the resorts, marketing, the VIP initial phase, such as the race team, the luxury cars club, the strategic partnership with the race track including the VIP lounges, race school and offices including the investment into the Lakeside Residence Golf & Spa, before offering the bonds to investors. 

BB: What will Aurora Group be offering?
MS: The intention will be to offer PRC - Private Residence Clubs (Fractional Real Estate Ownership) for the Aurora Resorts located in the in prime locations, mainly ocean fronted, with the finest possible hotel service. This effectively means that clients can buy fractional homes at the highest level of quality and service, for a fraction of the price. On top of this Aurora Group will have many interesting VIP clubs to offer to its clients.

BB: What is the main objective of the Aurora Group?
MS: The group’s aim is to become one of the most exciting and exceptional ocean fronted holiday resorts in Portugal, coupled with providing the best possible services for its clients.

BB: The Aurora Group has been given considerably publicity in Portugal as a result of the Aurora Ferrari race team, but what was the reasoning behind the creation of the Aurora Ferrari race team?
MS: The Ferrari race team has been a great marketing tool for Aurora Group, but the reason Aurora set up the Ferrari was for the attractions we can offer our future PRC Private Residence Club owners, in addition to the many other interesting VIP clubs and facilities.

BB: What VIP clubs will Aurora Group offer?
MS: Our aim is to please as many Aurora PRC owners as possible. Therefore, we will be offering a large selection of VIP clubs, such as golf, which is a very important market. We will also be supplying a selection of the best sports cars money can buy, a selection of high quality yachts, as well as private lounges at top flight football stadiums and also lounges at the new F1 race circuit. Other facilities on offer include a health spa, a race school at the F1 race track and an active kids club which boasts karting, horse back riding, tennis, golf and many other attractions.    

BB: Will Aurora VIP clubs be open to the general public?
MS: No, all of the VIP clubs are exclusively for the Aurora PRC – Private Residence Club Owners.

BB: Has Aurora Group already started the VIP clubs?
MS: Aurora Group is busy with the setting up the VIP clubs, though the race team, the racing school and the VIP lounges at the race track are fully operational. We are at the initial stage of the luxury car club, and the sun-seeker yacht club.  We will be building the VIP clubs as the progress of the resorts unfold. 

BB: Where is the money Aurora Group Finance raises through bonds being invested?
MS: The money is going towards the Aurora Resorts as outlined in our financial summary displayed on our website.

BB: How safe is the money from the investors and how is it secured?
MS: The money raised through the Aurora Resort bonds will go towards developing the Aurora Resorts, which have shown to be potentially profitable and of which the investors will be paid prior to Aurora Group taking its share, for this reason I would say that the investment is safe. Additionally the investment is also guaranteed against a mortgage on the real estate located in Portugal.

BB: What happens should the project prove to be unsuccessful?
MS: As the investors will always have first option prior to Aurora Group, the margin is large enough to protect the investor. On top of this in the worst case scenario, Aurora Group further protects the investor by giving a PRC – Private Residence Club double the value invested. 

BB: Is the money raised by Aurora Group Finance going towards cars or the race team?
MS: The opposite is actually true as I will be placing my private Ferrari F430 which I brought in 2008 into the luxury car club. The money raised through Aurora Group Finance will go strictly towards the financial summary outlined on the Aurora Group Finance website. Thus, it will not go directly towards the race team, cars or any other items unless it is agreed to be part of the marketing budget.

BB: What is your relation with the new F1 race track in the Algarve, Portugal?
MS: Aurora Group is a strategic partner together with Samsung, among other big companies. We have a great relationship with the race track organisation which is an important part of our VIP facilities offered to our PRC Private Residencies Club owners.

BB: Do you have qualified persons working in Aurora Group Finance?
MS: Aurora Group Finance only deals with a selected professional and highly qualified members. 

BB: Who are your financial advisors?
MS: Aurora Group uses mainly Price Water House Coopers Portugal for the Aurora Resorts specifically only for Portugal.

BB: Who are your legal advisors?
MS: Aurora Group Finance only works with the top law firms and use Boekel de Neree for business issues and Korvinus for other legal matters. In Portugal we work with Advogados Rosado well as PLJM.  

BB: Why did you decide to use Vila Joya as your choice of hotel operator for the Aurora Resorts?
MS: It is most important for Aurora Group to offer the best service possible to the PRC owners, and after conducting intensive market research, Vila Joya came out as one of the top quality hotel services linked with a two-star Michelin restaurant. I like professionalism, and as a result, I have a very high regard for Vila Joya.

BB: Who are the investors of Aurora Group Finance?
MS: Aurora Group Finance is mainly working with institutional investors from Holland, Belgium and Germany as they understand the concept and the high standard we offer as business partners. Aurora Group Finance also created a very solid investment for private investors to give them the possibility to profit from our great concept.

BB: You have said you are creating a charity fund, what is the reasoning behind such a move?
MS: The Aurora Group is currently in the process of setting up a charity fund to help less fortunate children and animal protection societies, as well as supporting forest fire prevention, which has caused considerable devastation in the past, especially in summer months.

BB: When will the launch party for Aurora Group in Portugal take place?
MS: As soon as Aurora Group Finance has secured the necessary funds needed to move forwards. This can be any time soon.

BB: I have heard that you will have many famous persons coming to the opening such as Cristiano Rolando, George Clooney, Álvaro Parente, Michael Schumacher amongst others. Is this true or just a marketing ploy?
MS: Aurora Group is negotiating with celebrities from top football clubs, Hollywood actors as well as F1 stars as Private Residence Club owners, but I will not reveal this information as it is very sensitive though I will confirm attendees prior to the official opening of Aurora Group.

Writer: Brendon de Beer
Publisher: The Portugal News