There will be no reversal of the renewal and market repositioning of Magalluf: hoteliers and town hall are agreed on this. Another presentation for the "New Magalluf" was given on Thursday, one to highlight the reconstruction of the Jamaica hotel and the reopening of the renovated Melia Antillas. Both these projects come under the project for quality improvement that Melia Hotels International refers to as "Calvia Beach"; once the Jamaica has been rebuilt there will have been an investment of some 200 million euros over five years.
At the presentation, presided over by the mayor of Calvia, Alfonso Rodríguez, and Melia's CEO, Gabriel Escarrer Jaume, details were given of the demolition of the Jamaica and the building of its replacement. This is a project for an "icon of the past and the future Magalluf", Melia's vice-president for real estate, Mark Hoddinott, explaining that following the demolition of the Jamaica there are to be 35 million euros invested. The former three-star hotel, closed for some years, was a "symbol of the old Magalluf", and from this November work will start on the new four-star hotel. This is to be the future epicentre of "New Magalluf": "a safe, youthful and family resort," said Hoddinott.
The new hotel will facilitate the launching of a new image for the resort overseas. This transformation, Hoddinott added, will be completed if there is an accompanying renovation of the non-hotel complementary sector (bars and so on). With this in mind, the new Jamaica will devote its ground floor to units to be used by leading brand names. This will represent, concluded Hoddinott, a very clear statement as to what the "New Magalluf" will be.
Gabriel Escarrer considered the investment that has been made in the past four years, as with the Sol Katmandu, Nikki Beach, Wave House, the Melia Antillas Calvia Beach and the Sol House Mallorca. In addition to bringing about an improvement to the resort, these investments have enabled a lengthening of the season and have made Magalluf an example of market repositioning of an outdated resort that will be copied by others.
Alfonso Rodríguez stressed the town hall's commitment to complement the investment through an embellishment of the urban environment and by acting with firmness against those who wish to tarnish the image of the resort.