C O
CONTEMPORARY HIMALAYAS
PARTNERSHIP PROPOSAL for a Hybrid Art Hotel and Global Arts Community in the Himalayas
TRAVEL TO, INTO AND THROUGH ART Join an extraordinary journey to create an oasis of expression at the top of the world through contemporary travel, culture, art, community and sustainability
Vision Support the vision of establishing a Himalayan village as one of the choicest destinations in the world to imagine, produce or experience art, with long-term ecological and sustainable impact
Mission Create a new global benchmark for ecological and sustainable impact to define and drive rural tourism with art and community as a social catalyst
Proposal Partner the creation of an international hybrid art hotel in Kalga offering an authentic Himalayan village experience surrounded by experimental art, artists and apple orchards Ambition Empower the making of a real-world tight-knit community of like-minded liberals uniting to create a common creative space for heady inspiration and precious interaction, into the future
IF ALL OF THESE 3 POINTS INTEREST YOU ENOUGH TO MAKE A LONG-TERM COMMITMENT,
WE HAVE A DEAL
THE OPPORTUNITY THE PLACE - KALGA
THE OPPORTUNITY
The Place - in the heart of the most popular tourist region in the state Kalga is a small hamlet in the picture perfect Parvati Valley at the foothills of the Himalayas (Himachal Pradesh, India). A two-hour drive from the international tourist hotspot, Kasol and less than an hour from the temple town of Manikaran, Kalga is a 20-minute trek starting on the Pulga hydroelectric dam (Barshaini Village). The village was usually discovered en-route to the natural water geysers of Kheer Ganga - one of the most popular destinations in the Parvati Valley.
THE OPPORTUNITY
The Place - experiencing a naturally growing footfall and popularity Kalga is exponentially growing in popularity with tourists from around India and the world for an authentic Himachali village experience. With just over 30 houses, most of which are wood-and-stone home-stays surrounded by apple orchards, Kalga’s living capacity allows only a small population of nature-lovers to thrive together like a naturally occurring global community. There are only 5 families that live in Kalga permanently while its sister-village, Pulga, a 30-minute trek away houses over 300 families.
THE OPPORTUNITY
The Place - on the verge of transformation as a tourist destination The economy of the village is driven by agriculture through the year, and tourism in two primary seasons spread across 5 months (April, May, June, September, October). By 2019, the hydroelectric dam project will be complete creating a new water body right in front of Kalga this is bound to impact tourism as this will be the genesis of a new lake view to further add to Kalga’s organically growing popularity. In a few more years, a road is also planned to be built up to Kalga which will change the village and its economics entirely, bringing inevitable urbanisation to one of the last few authentic refuges to immerse in the unadulterated beauty of the Himalayas. Our ambition is to maintain the authenticity of a Himachali village experience for as long as possible.
THE OPPORTUNITY THE PROJECT
THE OPPORTUNITY
The Project - selflessly built with a mix of instinct and serendipity KYTA started as a travel and art experiment in 2014 to explore the intersection of travel, living, art, culture and community in the form of an experimental residency program in the Himalayas. Though the original plan was to move to a new venue every year, we were captivated by our own transformative experiences as a project and those of our residents, visiting artists, locals and friends. Acknowledging the truly extraordinary feeling Kalga unconditionally and universally evoked, we pledged 5 years of our presence in the form of a short-term impact program (2014-18).
THE OPPORTUNITY
The Project - established a global ambition for a rural project In its second year (2015), we announced our vision of establishing Kalga as one of the choicest destinations in the world to imagine, produce or experience art with long-term ecological and sustainable impact. This vision was shaped by the collective confidence of stakeholders across the years and continues to be validated by new members.
THE OPPORTUNITY
The Project - bringing together a world of art and expression KYTA has hosted 48 resident artists from different parts of India and from all 6 continents in its 4 annual residency editions bringing together experimental practices across human endeavour. The 2015 edition was a bilateral collaboration between 11 artists from India and France while 2017 was a trilateral program with 17 artists from India, Switzerland and South Korea. The 2017 edition was listed as an official partner event as part of 70 Years of Swiss-Indian Friendship, a celebration launched by the Swiss Embassy in India.
THE OPPORTUNITY
The Project - creating a natural cycle of creation and showcase Since 2016, we began consolidating our artistic efforts and results into an art collection spread across the open spaces and buildings in the village along with an electronic archive. To fuel the growth of the art collection and increase artist participation in the village, we began building modest facilities starting with a clay production and research studio in 2016 followed by an experimental audio environment in 2017. The plan is to add 3 more facilities including an extreme-subject library in the 2018 edition.
THE OPPORTUNITY
The Project - sharing rural experiences in urban spaces To share the inimitable rural experience of KYTA in urban spaces, we have produced showcases in New Delhi at Zorba the Buddha (2014 and 2015), Contemporary Art Week (2016) and on invite by The Gujral Foundation (2017) in New Delhi. In the last edition, we also started the tradition of hosting an Open Village Showcase as a 4-day event in Kalga itself - this year featured a host of activities and experiences including exhibitions, screenings, cookouts and #LiveFromKalga performances including Susmit Sen (Founder, Indian Ocean) playing to a full house at Sunset Cafe and local singer, Mahendra recording his voice in our handmade bedroom studio. In December 2017, the resident group from South Korea hosted an exhibition and archive at Artertain Gallery (Seoul) as KYTA’s first international showcase overseas.
THE OPPORTUNITY
“The Best Retreats for Artists in India (2017)�
The Project - thriving on goodwill from India and the world The program has been supported by Karma Yatri since its inception but has received generous contributions in kind from individuals, institutions, partners and artists alike. Our last edition was supported by a grant from Pro Helvetia - Swiss Arts Council and a successful crowdfunding campaign. The project has also been widely covered across media.
POSITIVE DEVELOPMENT AND IMPACT RECENT TIMELINE (2014-17)
DEVELOPMENT AND IMPACT - DIRECT
Since the inception of the KYTA residency program in 2014, both the place and the project have symbiotically influenced each other creating a striking synergy and validation of our vision and actions. The following developments and improvements can be directly attributed to KYTA in the time period of its existence and operations (2014 - Today).
Conserving Sunset House the oldest building in the village was being planned to be torn down and rebuilt by the landowner but is now being ecologically refurbished in phases while maintaining its original architecture
Exemplifying infrastructure upgrade and upkeep followed by other guest houses - from major structural changes to minor investments such as new linen and furniture
Influencing the re-modelling of Apple cottage (our neighbouring homestay) with a traditional structure and use of natural materials
DEVELOPMENT AND IMPACT - DIRECT
A new window of activities and occupancy in the village has opened up with sustained local engagement in the village towards the end of the year. The project’s presence in this period and past activities in different times of the year has allowed us to get into closer encounters, in turn building stronger relationships with the locals, resulting in a trusted position to offer a different perspective and sustainable solutions. Driving conversations with the local community about road connectivity
Creating a clearly defined second season in Kalga (Early-September - Early November)
Engaging directly with the community, specifically related to environment and waste management via the core team, resident and visiting artists over the years
a) Taking the local conversation from being adamant that the public road up to Kalga was the only way to assure better commerce, the conversation has now shifted to Kalga being better off without the road b) Discussions on better walking pathways, signage and alternative routes for livestock and pack-mules
DEVELOPMENT AND IMPACT - INDIRECT
There is a clear wave of popularity for Kalga that is naturally swelling, making it the talk of town and a preferred destination in the Parvati Valley - especially for those who are looking to have an authentic and differentiated ‘true-traveller’ experience in the Himalayas
2015
150
150 2015
2016
2017
Average revenue per room went from 100/night (2014) to 250/night (2017) 2016
2017
Exponential increase in footfall - an annual increment in average has gone up multifold since 2014 (assuming a total of 200 rooms available in Kalga)
Increase in Sustainable Practices Actions and progress on banning burning of plastic in village, focusing on waste segregation and proper removal of plastic / glass to recycling centres
100
16,000
2014
8000
2000 2014
250
Increase in Price and Local Interest
24,000
Increase in Footfall
More than 7 guesthouses re-opened after 10 years of remaining shut down (as a response to increasing footfall)
Outsiders who have taken up guest-houses are focused on the environment with sincere efforts in producing minimum waste and creating low impact tourism (No chips, no water bottles) in the following home-stays: • Holy Cow • Jingle Jangle • Gypsy House • Forest path Guesthouse • Sunset View
THE OPPORTUNITY THE PEOPLE
THE OPPORTUNITY
The People - experts in the domain of travel and art KYTA was co-founded by Hashim Qayoom who has over a decade-long connection with Kalga as a traveller and an experimental travel company director - though not a practicing artist himself, Hashim instinctively identified Kalga as a place bestowed with artistic inspiration to build a platform for the arts. Shazeb Arif S., is the co-founding artistic director and curator with a decade-long experience of building international communities and cultural bridges through experimental frameworks. Together they combine their experience and expertise in travel and art to host, manage, produce and direct KYTA.
THE OPPORTUNITY
The People - an eclectic community of locals, nationals and foreigners KYTA has been energised by invaluable contributions from members of the local community and Sameer Singh (Documentation - 2015 onwards) and Sunny Sun (Yoga and Wellness - 2015 onwards) who have become an integral part of the KYTA experience. We have worked closely with the local owner of the residency space to continue critical discussions on balancing inevitable urbanisation with the authentic simplicity and essence of the Himalayan village.
THE OPPORTUNITY
The People - a global network of handpicked creators and supporters The resident and visiting artists, the team members, friends, supporters and guests in the village have inevitably forged strong personal bonds with Kalga and the project that we continue to experience through their continued support, recommendations and involvement. We also have support in the form of advisory for legal, management, hospitality and fundraising within our active network.
THE PROPOSAL
THE PROPOSAL
The Property - Current Status • • • • • • •
10 guest rooms (some with manual heaters or tandoors) 1 restaurant (capacity of 25 guests) 1 kitchen 2 toilets and 1 bath 1 mini library 1 office space Acres of apple orchards all around the property and more in the village owned by Sunset Cafe’s landlord
THE PROPOSAL
The Plan - Identity Upgrade •
Establishing a collective of like-minded people to invest into and co-own the larger vision of the project and form a society to energise the functioning and creating continued relevant awareness for the project and its vision
•
Transforming Sunset Cafe into a distinguished hybrid art hotel and culinary arts lab offering an authentic Himalayan village experience surrounded by contemporary thinking, experimental art and artists
•
Leveraging our existing networks, local relationships, project portfolio, art collection and facilities besides on-site experience and expertise to create the foundation of the art hotel and a distinct international identity.
THE PROPOSAL
The Plan - Sustainability upgrade •
Integrating closely with the local community through direct engagements and collaborations besides subsidies on programs to locals from the region
•
Seeding an ecologically-conscious and simple way of life suited to the survival of the village and its traditional culture and experience
•
Promoting contemporary rural culture and a thriving community to derive a higher value proposition for our modest hospitality offering
•
Approaching our vision by increasing broad-based art programs through the year to sustain the art hotel and develop its identity as a sought-after international Himalayan arts centre over the years
•
Deploying cross-platform marketing automation stitched with relevant PR to drive footfalls and relationships with a relevant global community
THE PROPOSAL
The Plan - Structural upgrade Through June-July-August 2017, we intend to have the following items executed with plans and designs co-created with the land owner:
• New kitchen • Additional bathrooms (preferably, with an open roof) and wash basins • Cafe / restaurant restoration - electrical overhaul, performance pod, projector integration, • • •
surveillance management based on a design we provide Cleaning out all storage occupied areas to be repurposed for specific activities and areas Weather and nature proofing to the degree possible Solar energy to run all operations in all seasons
THE PROPOSAL
The Plan - Infrastructure upgrade KYTA 2018 residency program will continue to focus on adding new artworks in the art collection while also bringing in ideas from the artists for the transformation of Sunset Cafe into an art hotel:
• • • • • • •
Strategic spatial planning involving the entire property Developing centre-piece ideas and concepts to draw larger attraction to the property Visualising concepts / designs for the 10 cabins in the residency Planning trash management and optimisation Reimagining the cafe as a dining and performance space Cooking up a menu / kitchen strategy Creating a rulebook to ensure ecological practices in every aspect for both the staff and the guests
C O
CONTEMPORARY HIMALAYAS
ART HOTEL FEATURES / HIGHLIGHTS While striving to uphold the essence of an authentic Himachali village experience, we intend to add experiential value with ecologically non-intrusive features and programs
THE PROPOSAL
An off-the-grid experience with all energy harnessed from the sun An ongoing project for innovation in waste-management
THE PROPOSAL
An art collection and electronic archive produced and maintained by the property
THE PROPOSAL
A series of facilities to stimulate inspiration and creative application • Practical - workshop with tools for wood, stone and soft metal, small scale clay sculpting, music production, experimentation with raw sound • Theoretical - an ongoing research project focusing on the intersections of artificial intelligence and nature • Intellectual - an extreme subject-library with books in physical and virtual form crowdsourced from the world but only accessible as a collection in Kalga
THE PROPOSAL
A culinary arts lab and village food theatre with a museum of recipes served at our restaurant An international sauce bar with a private collection of sauces from the world over as a library of taste culture
THE PROPOSAL
An art shop with a trademark collection of artworks inspired by words and literature with special projects to produce them
THE PROPOSAL
MIK (Made in Kalga): A merchandise line of contemporary haute couture and accessories ecologically produced in the village
THE PROPOSAL
A performance project with live events hosted in the cafe and in open spaces around the village
THE PROPOSAL
An open bathroom and mini hot-water tub to soak in the Himalayan landscape
TARGET AUDIENCE
TARGET AUDIENCE
Indian Bullseye Target Audience: 25-40 M/F - individuals, couples and families (with 1-2 children) Metros and major cities around India - Looking for a differentiated experience while getting away from urban chaos / professional stress - Preference to invest in offbeat travel, wellness and nature experiences / holidays - Interested in arts and expression as an appreciator / hobbyist / budding artist
Indian Secondary Target Audience: 18-25 M/F - young professionals and students Pan-India - Adults from high-income families looking for the best in travel experiences in small groups outside their regions - Interested in arts and expression as an appreciator / hobbyist / budding artist
International Target Audience: 18-60 M/F Americas, Europe, Australia and Asia - First-time travellers to the country interested in exploring rural / community living - Travellers looking to explore global culture and communities - Travellers with an interest in wellness, arts and expression - Couples or young families looking to spend a whole season in the country
TARGET AUDIENCE
Corporate and Institutional Audience: Associations, Partnerships and Programs Mid-Large organisations with a focus on rural sustainability, travel, community, heritage, arts and culture Pan-India, Rest of Asia, Europe, America and Australia Corporate and Institutional Audience: Turnkey Human Resource Development Programs Small-Large organisations and enterprises looking for a differentiated employee engagement and leadership program Primary: Delhi-NCR Secondary: Pan-India metros
BUSINESS MODEL
BUSINESS MODEL
CO is registered as a for-profit business entity in India. The business plan is ultra-conservative in its revenue projections but aims to provide market-value reimbursements for its staff with a target to employ up to 75% locals at any given time, ensuring most of its revenues flow back into the local economy. PRIMARY REVENUE CHANNELS • Accommodation • Restaurant • Programs • Art Shop • Merchandise • Cultural grants
VIEW BUSINESS PLAN
SECONDARY REVENUE CHANNELS • Paid Residencies • Festival • Corporate timeout • Co-working space • Agency for booking other home-stays in the village • Travel offering integration partnered by Karma Yatri • High art sales / commissions
BUSINESS MODEL - HOTEL AND RESTAURANT
An oasis of expression at the top of the world Essential Himachali village tradition, heritage and authentic local experience served in the first and oldest building of Kalga. With stunning views of the Dhaula Dhars amidst the serene Parvati valley, CO offers a cozy cabin surrounded by apple orchards. Its home cafe and restaurant will strive to create original recipes and food experiences that are spoken about and highly recommended by our guests. The living experience will be enriched with activities and events spanning a wide variety of interests and creative practices.
BUSINESS MODEL - PROGRAMS
CO residential programs Over the 4 editions of the residency, individual artists have hosted workshops with broad-based themes attended by the rest of the resident group as part of the Wanderers Workshop Series. This experience functions as a working proof of programs with full capacity that we intend to take forward through registered and pre-booked events and activities hosted by CO. Past workshops: • Science: Concepts in astrophysics and quantum mechanics by Jaya Ramchandani (India) • Dance: Contact improvisation by Wei Ching-ju (Taiwan) • Psychology: Storage of information by Damian Linossi (Argentina) • Architecture: Sustainable, Tactile, Multi sensory by Ameet Singh (India) • Linguistics: Fast Interactive Language-Learning by Alec Schachner (Vietnam / USA) • Bartending: Focus on flair by Ami Shroff (India) • Law: Intellectual property law by Romika Chawla (India) • Photography: Optricks by Mrinal Bahukhandi (India) • Writing: Live fiction by Marielle Chabal and Laura O’Rorke (France) • Performance: Method acting by Karan Pandit (India) • Expression: One subject, multiple interpretations by Aditi Kulkarni (India) • Visual arts: Creating a shrine with repetitive patterns by Sachin Shetty (India) • Body: Body language by Sergio Racanati • Sculpture: Working with clay without tools by Harsha Vardhan Durugadda • Nature: Building physical comfort in natural environments by Margarita Kennedy (Switzerland) • Therapy: TRE by Simon Wunderlich (Switzerland)
BUSINESS MODEL - ART SHOP AND MERCHANDISE LINE
MIK (Made in Kalga) Over 4 editions of KYTA, artists from major cities from the world over have experienced the lack of easily available resources and special materials in and around the region. This situation has inevitably led to research and innovation with local materials and frugal workflows suiting the village and its ecosystem - showcasing the opportunity of handmade artworks with a higher degree of craftsmanship. With the art shop and merchandise line, we intend to consolidate and amplify a locallyproduced handmade merchandise line with a trademark CO kit that covers you from head to toe with an annual designer collection. The art shop will also retail handmade home decor with a collection of artworks, sculptures and furniture. The art shop and merchandise line will be strategically promoted through the showcase of our collection in other home-stays in the village. This initiative is planned to grow into a product line of its own that is Made in Kalga but delivered to your doorstep.
BUSINESS MODEL - SECONDARY REVENUE CHANNELS
Expanding engagements at and beyond CO With a focus on getting closer to our vision of establishing the village as a global arts destination, we intend to increase art-related occupancy both in our property as well as in the village. We plan to prototype, test and roll out multiple formats of group engagements to generate revenues in and beyond CO flowing into other establishments in the village. As our occupancy capacity will remain 10 rooms, there is bound to be constant need of arranging alternate local stay during programs that involve more than 10 participants.
• • • • • • •
Paid Residencies: Focused programs and an annual off-season program with rolling deadlines Festival: Maximum capacity of 150 people accommodated across the village Corporate Timeout: Specially-tailored offsite programs with a menu of training modules Syndicate Bookings: Pre-book home-stay packages in the village for extra guests beyond our capacity Co-working Space: Experiential marketing to invite internet professionals to work from a naturally inspiring location at a low cost of operations Travel offering integration partnered by Karma Yatri: Create a menu of tours and intensive treks with a stay at CO along the itinerary High art sales / commissions: Extending value for our artists networks through representation, sales and commissioned projects
INVESTMENTS AND DIVIDENDS
INVESTMENTS AND DIVIDENDS
Who and Why? Although the business model and required startup funds are not prohibitory for a single investor, we are making a conscious effort to create a collective ownership for this project with a society model. This partnership proposal will be sent to a handpicked invite-list including all past artists, team members, guests, contributors, supporters, associate institutions and one round of their personal recommendations. Dividing the investment over a large group of people who feel compelled to participate in the project due to altruistic support towards the vision, common interests, artistic and experiential benefits, allows for a real-world community ownership framework that boosts the identity of the project manifold at the onset with multiple promoters and co-owners.
INVESTMENTS AND DIVIDENDS
Membership Framework The project’s economic model is designed to fairly compensate the members for their support after spending a major share of its revenue on artists, programs, staffing, upkeep, marketing and archiving in line with establishing a boutique high-quality and sustainable rural hospitality enterprise providing the best in contemporary art, culture and travel experiences* This membership offering is open to individuals and organisations (companies, institutions and NGOs) at par. We are open to discussions for equity-sharing relationships with those who seek to add strategic value to the project and are interested in contributing more than the primary amount (1,00,000) but will only be allowed up to a maximum investment of 10,00,000 INR to maintain a collaborative model. This exception will only apply to contributors in an individual capacity and not to institutions or companies.
Maximum Members: 45 Minimum Members: 10 (first come first serve) Total Start-up Investment: 45,00,000 INR
WHAT YOU GIVE?
1,00,000 INR (1500 DOLLARS / 1250 EUROS)
WHAT YOU GET?
WHAT YOU CREATE?
4,00,00,000+ INR worth of revenues and engagements across 5 years distributed to the local economy, national economy via tax, artists, infrastructure upgrade, marketing, society members, active team, key operatives and staff.
1,75,000 INR
A new global arts destination in the Himalayas and a hybrid art hotel and restaurant
by the end of 5 years at the rate of 15% annual simple interest on your principal*
A large international community with artists, scientists, thinkers, philosophers, creators and appreciators
Time share at the property for 35 days in 5 years (7 days a year) - free accommodation and a flat 50% discount on food and beverages. This time share allowance is preferentially extendible for members during non-occupancy periods.
An art collection spanning an open air art museum, artworks in home-stays across the village, an electronic archive and a series of facilities for practical, theoretical and intellectual stimulation
An incentive of 5% on net billing generated on referred bookings (accommodation and F&B)
A valuable asset of experiences for deployment in new spaces in India and the world to create new arts-driven sustainable societies and projects
First preference for hosting programs or recommendations of hosts and guests from your personal networks
A space for yourself to get away to a beautiful time and space buzzing with activity and community, a home away from home
PROCEDURE AND TIMELINE
TIMELINE
Lease length and membership agreement period: 5 Years Start date: September 2018 End date: October 2023 Execution Timeline: • March-April-May - Fundraising • May - Signing the lease • June-July-August - Land owner’s list of restoration / Making the team, accounting systems, online marketing systems • September - KYTA 5 and completion of Art Hotel • October - Launch party for an invite-only showcase of 4 days and nights • November - Off-season programs and residencies • Dec-Jan-Feb - March - Public launch campaign • April-May-June - 1st on-season
PROCEDURE
Next Steps • • • • •
Express interest with availability of funds to invest as a member in April 2017 A detailed summary of the partnership will be shared after an expression of interest The final amount per member will be transferred to the project via an online payment system upon agreement of mentioned terms and conditions In return, each member will receive an acknowledgement that will be generated with the terms and conditions and a schedule of repayment by the project over 5 years along with value-added benefits and roles and responsibilities Please get in touch with the contacts mentioned on the next page, in case you may have any questions or would like to explore further
Thank you for your time!
Hashim Qayoom hashim@karmayatri.com +91-9119430236
www.karmayatri.com/kyta www.youtube.com/user/kytaindia www.facebook.com/kyta.india www.instagram.com/kyta.india/
Shazeb Shaikh sheikspear@gmail.com +91-9820017972