DEVELOPMENT TEAM

BRAND PROPOSAL
AND SALES
SUBMISSION

9-25 Commonwealth
St, Surry Hills
 contents
LOCATION
INTRODUCTION
THE COMPLETE TEAM
DEVELOPMENT OVERVIEW
THE BRAND – POLICY
POLICY SYDNEY EXECUTION STRATEGIES
HOTEL DEVELOPMENT
SALES AND MARKETING
TIMELINE & KEY MILESTONE DATES

2 3
 Our POLICY is to curate

REMARKABLE EXPERIENCES
and

PERSONAL MOMENTS,
within a building that

WORKS BEAUTIFULLY.

4
Location
ALL IMAGES WITHIN THIS DOCUMENT ARE FOR INSPIRATIONAL PURPOSES ONLY.
NOT AUTHORISED FOR USE WITH ACTUAL PRODUCTS OR MARKETING MATERIALS.
5
 Development 9-25 COMMONWEALTH STREET, SYDNEY...

overview ...possess all the right ingredients for success.

This submission is based on the proposal of the Policy

branding, which is a comprehensive turnkey solution
to the 124 rooms hotel development (Levels 1 – 13)
and 52 residential suites (Level 14-31). This is going

INTRODUCTION
to be an internationally acclaimed development, an iconic
building known to all Sydneysiders. Undoubtedly,
The Policy is unique, and she comes with all the correct
attributes that will add value to your project. The vision
is clear. The expertise is undeniable.

With 124 boutique rooms at the heart of Sydney, with

Hyde Park as back drop, positioned perfectly adjacent
to Sydney’s cultural heartland—The branding proposed
in this submission is perfectly positioned, with extensive
details which is extremely rare to have for such an early
stage of planning and development.

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INTRODUCTION Our Policy is defined by the
opportunity.
The opportunity is a mixed-

INTRODUCTION
use development combining
hotel, residential and retail.
We have created a complete team with
a unique capability to realise this opportunity.
In doing so, the whole is greater than the sum
of our parts.
StayWell, Greencliff and Cubic join to bring
Policy to Sydney.
We welcome the opportunity to pitch
to Rudder group as one unified team
that embraces all the skill sets required
to successfully bring Policy to Sydney;
• Hotel development: every aspect from
conception, brand, marketing, management.
• Residential sales and marketing: every aspect
from conception, brand marketing and
management
• We come with a full vision that also
incorporates proposed food and beverage
operators

8 9
 THE The Team’s unique selling points:
• upmarket lifestyle brand fully developed, registered, trademarked and

COMPLETE
ready to use, this will save up to 6-8 months of your time and save you
in excess of a quarter of a million dollars. The Policy Branding brochure
is attached to this Proposal for an insight of the final product. This is in

TEAM
length and detailed.

THE COMPLETE TEAM

• global hotel management and development experience with current
global network of over 120 hotels with 12 in Australia including 4 in NSW;
STAYWELL, GREENCLIFF • ownership and management of 7 strata-titled mixed-use buildings in
AND CUBIC (“TEAM”) Australia including two in Sydney;
HAVE JOINT FORCED
TO PROVIDE THE • solid understanding of hotel design, planning, construction and fit-out
DEVELOPER WITH A process & costing, with 16 hotels under construction around the world at
UNIQUE, TURNKEY
ONE-STOP SOLUTION
the moment;
BASED ON SIGNIFICANT
• in-house legal and asset management team who are specialised in mixed
EXPERIENCES IN
THEIR OWN RIGHTS use strata-titled buildings with substantial understanding of strata laws;
TO ASCERTAIN THE
SUCCESS OF THE • in-house technical team in Sydney who can assist the Developer with the
PROJECT. building design and planning processes;
• turnkey, cost-effective ‘purchase-ready’ procurement of FF&E, Operating
Equipment and Supplies (OSE) from China

10 11
 THE
• currently management of a number of very similar mixed use
developments in Sydney CBD area, for example Regent Place
(Lumière, Frasers Suites hotel, and Regent Place shopping centre.. circa

COMPLETE
$600m GDV.)
• Building Management Statement (BMS) development and guidance
on contractual matters (Greencliff currently have provided this service

TEAM

THE COMPLETE TEAM

as consultant to the Castle development, a similar mixed use Hotel and
Residential site with a small retail component development that has just
gone to Market within 1k of proposed Policy site).

STAYWELL, GREENCLIFF • established sales performance within inner city, having managed the sale
AND CUBIC (“TEAM”) of over 3000 apartments within last 7 years including Lumière, Central
HAVE JOINT FORCED Park, Trio.
TO PROVIDE THE
DEVELOPER WITH A • sales agency brand that is associated with high quality apartment sales.
UNIQUE, TURNKEY
ONE-STOP SOLUTION • extensive database of primarily local buyers but with strong connections
BASED ON SIGNIFICANT to re-emerging markets of Singapore and Hong Kong.
EXPERIENCES IN
THEIR OWN RIGHTS • ongoing service providers for clients seeking property management
TO ASCERTAIN THE
SUCCESS OF THE
needs, with a large inner city rental portfolio in excess of 1100
PROJECT. managements.
• proven ability to work with creative agencies to bring strong brands such
as ‘Policy’ successfully to the market place including Lumière, and all
buildings of Central Park (One Central Park, Park Lane, The Mark, DUO,
Connor).
• 3 retail sales shop fronts to provide reach and service.
• as the exclusive sales agency for Frasers property Sydney for over
a decade we know how to ensure a positive buying experience and build
genuine relationships that enhance brand. We are also very familiar with
reporting and managing the entire sales and marketing process.
• minimize settlement risk through genuine relationship building
with purchasers, including the provision of ongoing Property
Management services.

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 The Big Idea

What are our customers

looking for?

Our A personal stay

that improves

THE BIG IDEA

through learning

policy What defines our people? What defines our product?

is A desire to
learn and create
Meeting our
customers
friendships with needs

your our guests

policy
What do we want our
customers to feel?

Connected to
the brand
through
Serendipity

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 The Name

THE NAME AND MARK

and Mark

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 We are POLICY
IS A
GUIDE
called... FOR
ACTION

THE NAME

THE NAME AND MARK

We define situations,
how things should be done,
curating moments that
once experienced create
a sensation.

We understand your needs to guide your decisions and achieve

positive emotional and rational outcomes.

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 THE MARK

The red underline

is the highlight.

THE NAME AND MARK

An experience
with emphasis.

A sensation within a situation. Whatever happens

or appears above the line is how we do things –
our POLICY. It’s the experience, at any moment,
at any time in any space that you can make yours.

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 POLICY SYDNEY EXECUTION STRATEGIES

HOTEL DEVELOPMENT
Hotel Development The property is proposed to be a mixed-use development;
therefore, it is vital for the operator to understand the
sophisticated nature of mixed-use development including
how strata schemes work, as well as each element
or ‘stratum’ of the building which, in this case, contains
residential apartments, hotel, retail/food & beverage outlet
spaces, and car parking, all of which are connected to each
other, indistinctly. It is also critical for the operator to be able
to effectively deal with the body corporate, retail/commercial
tenants, apartment residents, hotel guests, as a vital link
to a vibrant, sustainable urban mixed-use development
experience for people to live, stay and entertain.
StayWell has a long track record of managing strata-titled
mixed-use properties as one of very few international hotel
groups in Australia with extensive experience in managing
such mixed type of complexes, as it owns and manages
7 strata-titled serviced apartment type properties in Australia
two of which are in Sydney. StayWell has accumulated
22 a wealth of experience in strata-title, mixed use buildings with 23
dedicated, highly experienced legal and asset management
team in Sydney.

Hotel Planning In-house technical services team in Sydney
will be intimately involved in the process
& Design Execution
of the planning, design, construction, and
pre-opening;
There will be a Project Control Group
(PCG) set up with all key stakeholders of
the project involved namely developer,
project manager, operator, and architect
with regular meetings to ensure an efficient
communication amongst all concerned
parties is achieved, which is key to the
success of the project.
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HOTEL PLANNING & DESIGN EXECUTION
StayWell has significant experience in
helping owners around the world save
substantial amount of fit-out costs with
competitively priced yet high quality FF&E
and OSE procured from our China-based
turnkey supplier;
Once the layout and design of the guest
rooms have been agreed, our China based
supplier will build a mock-up room (at no
costs) provided FF&E are procured from
them;
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 Food and beverage execution

The property is well positioned to

capitalise on the significant demand of
trendy, hip F&B venues in Sydney CBD
and Surry Hills areas;

F&B IS AN IMPORTANT
PART OF THE OVERALL
DEVELOPMENT IN THE
PERSPECTIVES OF GIVING
THE LIFE TO THE POLICY
SYDNEY AS SYDNEY’S
PRIME LIFESTYLE
DESTINATION;

F&B will serve as one of the key drawcards

to encourage the Policy Sydney’s residents and
guests as well as the local crowds to indulge
in an exceptional and ‘happening place’;
Given the competitive nature of F&B
business in Australia, we recommend to bring
in a specialist international F&B operator ROFUTO
who understands lifestyle segment, the
Rofuto is an authentic
target market/customers, and has adequate
modern Japanese
experience sharing the same vision, as a ‘point
& Pan Asian restaurant
of difference’; RAMUSAKE and cocktail bar
Not only do we provide a turnkey hotel located in the heart
It’s Japanese, but think
development and sales strategy, we come with of Birmingham.
Sake with higher-end
a full vision including proposed F&B Operators.
Asian food. Think
We believe that Ramusake or Rofuto, both ladies nights in a cool
of which are signature F&B operators inspired space with the option
with innovative Japanese with modern twist of a terrace as well.
concepts, are ideally suited to create a unique
experience for the customers based on their Think fine-dining
success in international market; food and service but
at mid-range prices.
Ramusake and Rofuto are highly keen The vibe, layout and
on entering into the Sydney market and has
menu all have real
expressed keen interest in getting involved
Japanese influence but
in this project;
it’s so much more - it’s
During the design phase of the project, there almost Tokyo meets
will be a F&B Committee set up involving key New York
members such Developer, interior designer,
operator and F&B operator to strategise the
successful execution of F&B conceptualisation
and delivery.
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 ABOUT
STAYWELL One of the largest hotel
management groups in Asia

ABOUT STAYWELL
Pacific, StayWell Hospitality
Group, together with its parent
company Prince Hotels Inc.,
offers a diverse portfolio
of properties across a combined
network of 84 hotels worldwide.
StayWell operates the upper upscale Prince brand, the upscale
Park Regis brand, and the midscale Leisure Inn brand. Each
brand offers guests quality experiences within their sector of the
accommodation market.

A strategic goal has been set to deliver 250 hotels* in 10 years

across StayWell and Prince Hotel Brands. The expansion of both
company brands will take place across the regions of Australia,
New Zealand, Southeast Asia, Asia, Japan, Taiwan, Oceania, the
Middle East, Europe and the United States. (*150 Prince and 100
StayWell)

StayWell Hospitality Group applies proven methods of

management to increase each property’s value proposition to
customers, owners and stakeholders alike. The highly skilled
team at StayWell provides specialised support from finance
and accounting, human resources, legal, revenue generation,
operations and information technology to asset management
and services including guest relations, management of
restaurants and bars, conference and function centres.

Together with strategic partners, StayWell and Prince operate a

combined network of over 120 hotels and resorts, 31 golf courses
and 10 ski resorts, located in 66 cities, across 16 countries and
have a managed turnover in excess of USD$1.65 billion. The
strategic partners are Manhatton Hotel Group in China (19
hotels), Cristal Group in the Middle East (13 hotels) and FiveWays
28 29
Hospitality in the United Kingdom (4 hotels).
 Hotel Policy
Sydney Key
Commercial Term
Sheet
Offer to lease proposal
1. Term: 10 years + 2 options of 10 years at
swhm’s discretion
2. Brand: policy
3. Rent:
• Year 1: $3.2 Million per annum;
• Year 2: $3.5 Million per annum;
• Year 3: $3.8 Million per annum;
• Year 4: $4.0 Million per annum; and
• Year 5 onwards: prior year’s rent plus cpi
increase.
• Final rent amount to be determined upon
finalisation of design, layout, facilities,
schedule of finishes and based on decision
on f&b operator
4. Rent free period: initial 3 months of year 1
5. Technical services fee:
• Stage 1 – preliminary technical services:
owner will pay swhm a one-off amount of
$15,000 plus gst to cover technical services
costs relating to the assistance provided
to finalise the current design and layout of
the property, payable upon signing of non-
binding heads of agreement (hoa);
• Stage 2 – upon signing of the lease
agreement, owner will pay swhm a total
amount of $700 plus gst per total number
of rooms to cover technical services costs
relating to the development and opening
of the property plus reimbursement of
third party expenses and travel expenses,
payable on monthly or quarterly instalment
6. Establishment fee/brand license fee: owner
will pay swhm the initial one-off establishment
fee/brand licence fee of $500,000 plus gst
for swhm assisting the owner with establishing
the brand for the property and for the owner’s
right to use the brand to sell residential
apartments within the property that are
branded under the brand.
7. Property ownership costs:
• Swhm to pay property outgoings in
relation to council rates and taxes, and
business interruption insurances with
maximum amount payable by swhm
30 for these categories of expenses to be
capped at an (amount to be agreed)
subject to finalisation of the facilities and
mep specifications, shared services, set
HOTEL POLICY
up of body corporate and appointment of
building manager for the property.
8. Security: swhm to provide bank guarantee
of 6 months initial rental
9. Ff&e reserve/sinking funds: owner to set
aside ff&e reserve/sinking fund of 3% of gross
revenue with exception of year 1 being 1% of
gross revenue and year 2 being 2% of gross
revenue to fund ff&e replacement in the
property.
10. Refurbishment: owner agrees that a
refurbishment of the hotel needs to be
undertaken every 7 years based on set of
refurbishment specifications provided by
swhm, total amounts of which are to be
agreed by the parties.
11. Legal costs: each party to bear its own legal
costs
12. Brand compliance: owner to ensure interior
design, schedule of finishes, specifications,
ff&e, operating equipment and operating
supplies for all guestrooms, front of the house
(foh) and back of house (boh) areas within
the property meet specifications of brand
compliance of the brand approved by swhm
13. Other Conditions:
• Owner to be responsible for fitting out of all
rooms, all FOH, BOH areas, all MEPs and
responsible for all costs for FF&E, operating
equipment and operating supplies associated
with and relating to the fitting out of all areas.
This must be completed in accordance with
Brand Compliance Manual. StayWell to assist
the Owner to try to keep cost minimal by
introducing to StayWell’s China based preferred
FF&E provider; and
• Owner agrees that SWHM has the right to
procure the Food & Beverage operator within
the Property.
14. CAPEX & Maintenance: Owner/SWHM to be
responsible for maintenance (M) and replacement
(R) of all of respective items as listed below on
R&M Schedule.
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 Hotel Policy
Sydney Key
Commercial
Term Sheet
Offer to lease proposal

HOTEL POLICY
Item # Item description By Owner By SWHM
1 Fire protection, including hydrant, hose reels, emergency lighting, *R *M
smoke detection and alarm systems
2 Lift Maintenance *R *M
3 Air conditioning system and units to guest rooms *R *M
4 Carpet to rooms, corridors, public areas and offices *R *M
5 Air conditioning to public areas *R *M
6 External painting *R&M
7 Maintenance of facade *R&M
8 Internal painting *R *M
9 Exhaust and ventilation systems *R *M
10 Fire detection and alarm systems *R *M
11 Electrical switchboards *R *M
12 PABX and Property Management System (PMS) *R *M
13 Security, CCTV and access control systems *R *M
14 Domestic water service *R *M
15 External, doors windows and hatches *R&M
16 Internal, doors windows and hatches *R *M
17 Suspended ceilings *R *M
18 Waterproofing *R&M
19 Internal tiling *R *M
20 External Paving *R&M
21 Internal plasterboard *R *M
22 Plumbing fittings and pipe work *R *M
23 Water filtration *R *M
24 Water softener system *R *M
25 Rain water harvesting and piping *R *M
26 Insulation and barriers *R *M
27 Glazing (external lessor only) *R *M
28 Door and window hardware *R *M
29 Cladding *R&M
30 Sanitary fixtures and fittings (except breakage caused by hotel staff) *R *M
31 Gas pipeline and gas bank *R *M
32 Laundry chute *R&M
33 Loading dock *R&M
32 34 Hotel key system *R&M 33
 POLICY SYDNEY EXECUTION STRATEGIES

SALES AND MARKETING

Sales
Inner City Specialist, Greencliff and Cubic have joined hands in the past and have each time created
outstanding results. Development - includes in excess of 4000 residential, commercial, retail, service
apartments units (gdv-a$3.5 billion). Sales in excess of 3500+ apartments, after sale services including
facilities management - manages over a$1.8 billion of property assets covering residential, commercial
retail & mixed-used strata complexes. You can trust the team understands the projects and what it
entails. The importance of having the same team selling and looking after the building on a  daily basis

and
post settlement provides consistency, and comfort for the clientele.

Existing relationships with Sydney CBD buyers

• Buyers know the Greencliff Team
• Client confidence to buy ‘off-plan’
• Trust won through experience and continuity

Marketing
• Goodwill earned
Proven performance
• Instrumental in recent success of Lumière and Trio
• Highly skilled sales staff at point of contact
• Proven capacity to convert external agent clients
• Commitment and durability
After-sales support and customer service
• Leasing and property management services
• Comfort to offshore buyers
• Maintaining quality through tenancy selection
34 35
 The synergy created under the Policy branding
creates brings a unique point of difference.
The integration between the residences and
the hotel is of the utmost importance. The sales
and marketing team embraces this integration.
However the target market of the residential
apartments is expected to be different from the
hotel occupiers of Millennials (Generation Y).
Baby Boomers – Offer Lifestyle and Butler Style Service

POLICY APARTMENT HIGHLIGHT AND TARGET MARKET

Millennials may have surpassed Baby Boomers as the largest living generation but Baby Boomers
still hold the spending power. Boomers, between the ages of 52 and 70, control about 70 percent
of all disposable income. On top of that, Boomers are at age set to inheritance. We expect baby
boomer generation to purchase 40% of the sales. The Boomers like to explore the world, invest in
health and lifestyle. The key selling point will be improving the home experience both in lifestyle,
butler services, catering services, floral delivery services, dry cleaning services just to name a few.
The product should focus on delivering that lifestyle for them.

Generation X – Offer Diversity and Independence

Don’t underestimate the power of Generation X. Not only they have a strong purchasing power
themselves, they are the strongest influencer on the purchasing decision of Baby Boomers in some
households. They respond to digital and traditional advertising. We expect 35% of purchasers to be
coming from this market. They are a smaller generation compared to the boomer generation, but
quietly exerts powerful influence. Generation X is the new luxury buyers that is reached by fashion,
beauty and lifestyle.
POLICY
SYDNEY Xennials – Offer Point of Difference in Design and Technology
EXECUTION
STRATEGIES The cohort known as “Xennials” are composed of the oldest Millenials. This is a “crossover
generation.” Born between 1975 and 1985 plus or minus a few years. We expect 25% of the
purchasers to be of this generation. The Policy apartments could potentially offer them an impressive

POLICY technology that proves a point of difference.

APARTMENT
HIGHLIGHT
AND TARGET
MARKET
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 POLICY APARTMENT HIGHLIGHT AND TARGET MARKET
POLICY SYDNEY EXECUTION STRATEGIES

THE POLICY
RESIDENTIAL
BRANDING OPTIONS
Greencliff residential projects and Cubic Real Estate
(Agencies) welcome the opportunity to provide the
following sales and marketing submission.

Branding option 1 – Greencliff and launches of a number of iconic

residential projects including Lumière, Sales and Marketing commercial terms Fee proposal
Cubic
One Central Park, Connor, Duo and Trio.
Greencliff and cubic real estate to front Selling Commission 2% + GST, Payable 50% on exchange 2% + GST
Through our success we have been able and 50% on settlement
the sales and marketing division as co- to build an extensive database of both
joint external selling agency. Handle all creative directions
local and overseas clients to introduce
to new opportunity Sales team 7 days a week
Branding option 2 – Greencliff as
a stronger brand Branding option 3 – Policy Creative Agencies Hoyne $90,000

Greencliff was established by Dr Stanley without distinct agency TPA $150,000

Quek in 1994, we specialise in selling The branding and sales marketing of Frost $200.000
Sydneys most desirable Inner City real The Policy Residence will show no CGI companies Ivolve
estate. The firm has an established relicts of the Agencies. The branding
track record of partnerships with and sales and marketing will evolve Buildmedia
notable global developers including completely around Rudder Group Binyan
Frasers Property Australia & Liang with The Policy as the branding. The
Court Holdings Ltd (now Capitalland). Printing and Media Distributions $300,000
Agencies hence become an internalised
Greencliff has been responsible for sales division of your company. Sales Centre Set up costs $200,000
38 the marketing strategies and strategic 39
 POLICY SYDNEY EXECUTION STRATEGIES

Creative Agencies
THE PROPERTY AGENCY
HOYNE

POLICY APARTMENT HIGHLIGHT AND TARGET MARKET

WWW.THEPROPERTYAGENCY.COM.AU
We pride ourselves in having the most persuasive creative ideas in property marketing
WWW.HOYNE.COM.AU Ranging from boutique residential communities to large scale commercial developments,
we seamlessly execute our creative ideas across all communication channels,
from glossy brochures to impacting online advertising.
Over 24 years experience in brand strategy & design

Awarded most effective design agency in Australia for six years running

Over 300 international & regional awards

FROST

WWW.FROSTCOLLECTIVE.COM.AU
At the Frost* collective, we collaborate, we provide an unbeatable interdisciplinary offer, developing
experiences that benefit people, businesses and the environment. When we work in our specialties,
we draw on our expertise in strategy, brand, design, and digital to re-frame and solve complex
problems. We go beyond meeting immediate needs, to design truly innovative solutions that work
now and into the future.
40 41
 • 13th September Final submission.
• 15th September Select TEAM and initiate
agreement.
• 30th September Formal appointment of
TEAM.
• 1st October Brief Interior design team on
hotel and sales display space.
Throughout month October: engage
creative agency, develop marketing
creative, book print and online advertising
strategy, billboard and alternative
marketing strategies. Brochure, floorplans

TIMELINE
and supporting marketing resources.
•1st November Commence Sales Display
construction.
Throughout month November: commence
whisper campaign and subtle marketing.
•1st February Complete sales display space.
Throughout February… Commence
marketing for EOI.
• 1st March SALES LAUNCH

42
TIMELINE 43
 • Upon agreement of one of the above
foundation terms and signing of Heads of
Agreement (HOA) SWHM will be granted
an exclusive dealing period of minimum
90 days with Owner during which Parties
agree to use the best endeavours in good
faith to develop and execute the formal
lease agreement within the exclusive
period.
• Parties acknowledge that the information
contained in this document is strictly
confidential. All content is intended solely

DISCLAIMER
for the use of the addressee and must not
be disclosed to any other party without
prior written consent by SWHG and
Owner.
• This Key Term Sheet is not intended to be
and is not legally binding on the parties
to it. The parties intend that this Key
Term Sheet is a guide to the inclusion of
key commercial terms in the final form
documentation.
• The above terms are subject to SWHM
Board approval, and Final documentation
as negotiated.

44
DISCLAIMER 45
 NOTES

46 47
 NOT AUTHORISED FOR USE WITH ACTUAL PRODUCTS OR MARKETING MATERIALS.

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