Buzz Creation Over Basic Amenities

"He was not ashamed to copy the decor of the original clubs in Paris, Monte Carlo or New York, but he always added a personal twist to make it even better. The “buzz” he created in his hotels made them vastly different from their competitors. It had kickstarted his first hotel, The Beverly Hills, with its Copacabana club, and it allowed him to charge more. The concept, now widely copied and cloned, transformed the hotel scene in South Africa and beyond, and it later helped him expand his international empire."

"Within days of the grand opening, most people in South Africa had heard of The Beverly Hills. It became an instant “must-see/must-visit” destination, even to the many who could not afford it. “If they can’t afford it, they can fucking dream about it,” Sol would mutter while lighting yet another Peter Stuyvesant."

"As day one at the Beacon Isle progressed, a steady stream of guests checked in. There was a buzz in the air as they stepped into the stunning lobby. Their first reaction, as South Africans, was one of pride. Their fellow South Africans had devised and built this place, and there was nothing else in the world like it – not only the building itself but also the outstanding views from every corner. It was a world first, and it had been achieved in their own land."