Reasons for the Emergence of Gated Communities in Egyptq a Case Study of the Greater Cairo Region, Egypt

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Reasons for the Emergence of Gated Communities in Egyptq a Case Study of the Greater Cairo Region, Egypt Ain Shams Engineering Journal (2013) 4, 563–583 Ain Shams University Ain Shams Engineering Journal www.elsevier.com/locate/asej ARCHITECTURAL ENGINEERING Choices and changes in the housing market and community preferences: Reasons for the emergence of gated communities in Egyptq A case study of the Greater Cairo Region, Egypt Rana Tawfiq Almatarneh * The School of Architecture and Built Environment, The German Jordanian University, P.O. Box: 126, Amman 11118, Jordan Received 6 February 2012; revised 8 October 2012; accepted 5 November 2012 Available online 10 January 2013 KEYWORDS Abstract In the mid-1990s, the Egyptian government embarked on selling large portions of public Gated communities; land to private-sector real estate developers – a major policy shift toward privatization of urban Developer; development. To date, the development of more than a hundred privately planned gated residential Residents’ motivations; communities indicates a mass trend in new-town urban development on the outskirts of the Greater Promotional marketing Cairo Region (GCR). These private gated residential communities offer a wide range of housing material; schemes, ranging from middle-class to high-end distinctive, luxurious villas and apartments. In con- Greater Cairo Region trast with conventional new-town ‘‘master-planning’’ principles, these large housing developments demonstrate novel design, planning and implementation criteria that reflect market-driven forces rather than standard orthodox public-interest norms. This study attempts to articulate these uncon- ventional factors by investigating the reasons behind gated communities’ proliferation from the per- spective of developers in the GCR. This paper argues that real estate developers use common grouping factors in their advertising, such as design, planning, and marketing principles, to re-shape people’s desires and wants. The paper concludes that advertisements package a place as a commod- ity, romanticize a lifestyle, and sell it as an attractive place that is free of problems. Ó 2012 Ain Shams University. Production and hosting by Elsevier B.V. All rights reserved. * Tel.: +962 65151962/265152899, mobile: +962 2797393339/ 2795110003. 1. Introduction E-mail addresses: [email protected], [email protected] q This paper is based on a PhD study titled ‘‘The Impact of Gated One of the defining characteristics of urbanization in the last Communities on Social Fabric: Choices and Changes in the Spatial quarter of the twentieth century has been the rapid spread of Form of Sub-Urban Districts. The Greater Cairo Region’’. proprietary urban communities [1]. Gated communities have Peer review under responsibility of Ain Shams University. been the typical pattern of this development. Despite their pop- ularity, there is no exact definition and no consensus regarding the concept of ‘‘gated community’’. Many terms are used in the Production and hosting by Elsevier literature to refer to this phenomenon, for example, ‘‘gated Ó 2012 Ain Shams University. Production and hosting by Elsevier B.V. All rights reserved. http://dx.doi.org/10.1016/j.asej.2012.11.003 564 R.T. Almatarneh communities’’ [2–4], ‘‘enclosed neighborhoods’’ [5], ‘‘gated en- exercises suggest that the construction of privately planned claves’’ [6], ‘‘private cities’’ [7], ‘‘edge cities’’ [8], and ‘‘city of gated residential communities has become a mass trend in walls’’ [8]. Although definitions and perceptions of what consti- new-town urban development on the outskirts of the GCR tutes a gated community are quite varied, a general definition since the mid-1990s. Within a few decades, the GCR’s satellite can be stated, as suggested by Atkinson and Blandy: gated com- cities, the 6th of October, Sheikh Zayed and the new eastern munities are walled or fenced by boundary, and their public ac- settlements comprising the New Cairo, have transformed the cess was restricted, often guarded using CCTV or security region from a remote enclave of scattered villages to a hub personal [9], p. 177. Gated communities have increasingly be- of residential and commercial land uses. In the drive to decon- come a trend for development in the real estate, housing, indus- gest the GCR metropolis, many housing estates have been trial, and retail markets. Although the early examples of gated developed, primarily by private developers. These develop- communities were oriented toward high-income groups, nowa- ments constitute the context within which this study was days, these settlements have also become oriented toward mid- conducted. dle-income groups [10]. These developments have emerged as a The study used a case-study approach to collect primary new trend in the housing market with varying characteristics data by means of the following: that reflect a new set of socio-cultural features that have be- come more prominent and stricter than in the past [11]. (1) Field observations: Information based on direct obser- In Egypt, the phenomenon of gated communities appeared vation was gathered from 30 carefully selected gated in 1980s as a consequence of socio-cultural and economic communities of one hundred (100) newly built gated changes related to globalization and economic restructuring communities that were identified from a preliminary [12]. These developments first appeared as secondary houses mapping exercise along the east–west axis of the GCR in the coastal zones. Subsequently, they spread through the ma- (Fig. 1) The selected GCs were visited to ascertain that jor Egyptian cities including the Greater Cairo Region1 (GCR), they fitted the definition of gated communities as resi- the most populous city in Egypt. In the Greater Cairo Region, dential developments that have gates a walls. These gated communities emerged primarily on the outskirts, where observations were used to categorize gated communities large parcels of affordable land are available [13]. Gated hous- in the GCR on the basis of their physical characteristics ing communities have increasingly become a profitable segment and their development processes. in the real estate market and also provide a new marketing angle (2) Qualitative in-depth interviews: The data and informa- for developers as offering security, status/prestige, and lifestyle. tion used for evaluation are based on qualitative in- The patterns of development observed for gated communities in depth interviews conducted with the following: many nations reveal that developers understand the need to of- (a) Our sample consists of 150 Developers, marketers, fer safety and security to a niche market that is characterized by designers, and the New Urban Communities customers seeking new options for standards and styles of liv- Authorities’ employees in the GCR. All interviews ing. The concentration on such socio-cultural features has dri- were conducted in the participants’ companies and ven changes in people and housing preferences through involved open-ended question based on issues such cleverly run promotional campaigns. The goal for developers as the characteristics of the firms (national, interna- is to sell at higher prices, which they attempt to achieve through tional) and previous experience (in our sample, more media and commercial advertisements. This paper aims to than 20 developers are active in many sectors such examine the marketing materials of recent upscale gated com- as the service sector including tourism; automotive, munities on the Egyptian capital’s desert outskirts. Based on production of energy and food, retail, mining, and these materials, this paper discusses the role that real estate mar- ceramic sectors; electronics; and engineering and keters play in re-shaping the spatial perception of the urban technology see Appendix A). Other topics addressed cityscape through their intensive use of promotional materials were reasons for the spread of GCs, reasons for that attract people by concentrating on visions of modernity. investment in such developments, marketing tools Therefore, this paper addresses two main questions: developers use for gated communities, the quality of housing developers’ delivery, and GCs’ contribu- 1. How are marketing materials used by the developers of tions to the city. gated communities to proliferate this type of urban devel- (b) Residents of GCs: Our sample consists of 220 resi- opment in the Egyptian real estate market? dents who have moved to GCs. (see Appendix B). 2. What major motivating factors are used by GCs’ marketers All interviews were conducted in the participants’ to promote their commodity? homes and involved open-ended questions based on issues such as reasons for moving to the GCs, previ- ous experience with gated living and expectations 2. Research context and method and problems of living in a gated community, rela- tionships with surrounding communities, and per- This paper reports a pilot study of gated communities in the ceptions of exclusivity or social segregation. Greater Cairo Region (GCR) in Egypt. Preliminary mapping (3) Extensive survey questionnaire: The data and infor- mation used for evaluation are based on extensive survey questionnaires filled out by residents and 1 The Greater Cairo region (GCR) is the largest metropolitan area in Egypt and the third largest urban area in the Islamic world after developers of gated communities. Our sample con- Jakarta and Greater Istanbul. It is the largest urban area in Africa and sists of 220 residents from 30 gated communities the world’s 16th largest metropolitan area. The GCR consists of the and 150 developers
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