Four Points by Sheraton, Ikot Ekpene: An asset for Exploration and Exploitation
How well do you know Ikot Ekpene LGA?
Tourism potential of Ikot Ekpene LGA: The FOUR POINTS BY SHERATON example
*Ikot Ekpene’s Four Points by Sheraton’s Unique Selling Points (USP)
Ikot Ekpene: A City Bracing Up for Economic Explosion
Four Points by Sheraton, Ikot Ekpene: An asset for Exploration and Exploitation
Four Points by Sheraton: Perspectives from Residents and Customers
By Daniel Etokidem
How well do you know Ikot Ekpene LGA?
Ikot Ekpene initially comprised Ikot Ekpene, Essien Udim and Obot Akara Local Government Areas.
Ikot Ekpene was created as a Division in 1951 by the British colonialists. It was created as an experimental local government council in the British West Africa, and it is the oldest ( as a local Government Council) of all the local government Councils in Nigeria. Ikot Ekpene as a division then comprised Ikot Ekpene Urban, Otoro, Central Annang and Eastern Ibibio Ikono District Councils.
Ikot Ekpene lies between 5000′, 5000′, 5030′ North and 7045′ East. Obot Akara and Ikono Local Government Areas bound the North of Ikot Ekpene; Essien Udim bounds the South of Ikot Ekpene; Ikono bounds the East of Ikot Ekpene; while Ikot Ekpene is bounded on the West by Obot Akara. Ikot Ekpene has a landmass of 643sq.km with a population of 143,077 people (2006 population census).
Ikot Ekpene is constituted of 2 clans, 12 wards and 47 villages and the clans are: Amanyam (25 villages) and Ikot Ekpene Urban (22 villages).
Ikot Ekpene sits at the centre of a road-triangle of Aba, Umuahia and Cross River State. This strategic location makes it a very vibrant and viable commercial city in Annangland. Ikot Ekpene is popular for its raffia products, hence, its nickname, “Raffia city”. Shoes, handbags, slippers, folders, etc., are made in raffia in the “Raffia City”.
Ikot Ekpene preserves its cultural practices in Ekpo, Uta, Awiaokpo, Utu Ekpe, Ekoong, etc. Inyang Udo Anwa Nkwo (Udo Anwa Nkwo River), located in Abia Okpo Ntak Inyang and Ikot Osurua, is a great resource and source of livelihood to the fishermen and farmers in that region of Ikot Ekpene.
Ikot Ekpene currently has Hon John Cleton Etim as it’s Transition Chairman
Spotlight on Ikot Ekpene LGA
From Monday, March 11, to Saturday, March 16, 2024, the FREE MEDICAL & SURGICAL OUTREACH by the Akwa Ibom State Government, will hold at the General Hospital, Ikot Ekpene. This is a medical intervention initiative of the Governor, His Excellency, Pastor Umo Eno.
In this special report, *Daniel Etokidem, Special Assistant to the Governor on Media, takes a look at the history and culture of Ikot Ekpene LGA, highlighting its tourism potentials with special focus on Four Points by Sheraton Hotel, which has in recent time become the meeting and melting point for conferences, seminars and workshops by both government and the private sector in Nigeria, and how it aligns with the Governor’s Arise Agenda on Tourism
Tourism potential of Ikot Ekpene LGA: The FOUR POINTS BY SHERATON example
The Four Points by Sheraton located at Plot A342, Raffia City Plaza, Highway 530101, Ikot Ekpene, Akwa Ibom State, is an investors and tourists’ delight.
The Four Points by Sheraton sits comfortably at the heart of Ikot Ekpene Local Government Area which is fondly nicknamed ‘The Raffia City’ due to its craft potentials in raffia. Historically, Ikot Ekpene prides itself as the first experimental Local Government in British West Africa which was created as a Division in 1951 by the British colonialists and is the oldest of all the local government councils in Nigeria.
The historical antecedents of Ikot Ekpene and its raffia entrepreneurial potential embellish the hotel a combo-ambiance for tourism and hospitality.
Geographically, Ikot Ekpene lies between 5000o, 5000 o, 5030 o North and 7045 o East. Obot Akara and Ikono Local Government Areas bound the North of Ikot Ekpene; Essien Udim bounds the South of Ikot Ekpene; Ikono bounds the East of Ikot Ekpene; while Ikot Ekpene is bounded on the West by Obot Akara and has a landmass of 643sq.km with a population of 143,077 people based on 2006 population census.
This historic local government area rests at the centre of a road-triangle of Aba, Umuahia, and Cross River State. This strategic location makes it a very vibrant and viable commercial city. The town is popular for its raffia products. It is in this historic city and commercial nerve centre of raffia-made products that the multi-billion Naira Four Points by Sheraton is strategically located with the envisaged potential of transforming the once sleepy city into the Gulf of Guinea’s fastest growing commercial destination.
With Four Points by Sheraton, the city is designed and modeled with the intention of becoming Akwa Ibom’s nerve centre for commerce, business, and enterprise. With Governor Umo Eno who is passionate about transforming the state and its major cities, creating jobs and setting off a chain reaction that will trigger development and entrepreneurship by stimulating Small and Medium Scale Enterprises (SMEs) and linking them to a bigger, better, sustainable, and prosperous business venture, Ikot Ekpene, Nigeria’s oldest local government is set to welcome thousands of tourists, investors, and visitors into its breathtaking hospitality outfit.
Ikot Ekpene’s Four Points by Sheraton’s Unique Selling Points (USP)
The Four Points hotel seated in the heart of Ikot Ekpene Town, along the Ikot Ekpene-Aba Road, has a total construction area of 38,000sqm (3.8 Hectares). It has a total of 14-floors comprising a basement floor; a ground/reception floor; a technical floor; and eleven guests’ floors housing a total of 146 rooms comprising of two presidential suites; 16 executive suites; and 128 standard rooms, including free WiFi in all the rooms.
The hotel’s unique features include: lifts; kitchen/preparatory rooms; storage rooms; laundry; main reception (with waterfall wall) as well as a 500-capacity ball room/auditorium; three meeting rooms; five offices; three shops; eleventh floor roof top bar; adults/toddlers swimming pool; pump house; an expansive parking spaces for approximately 310 cars even as the hotel has elegantly furnished large restaurant for breakfast and all-day dining with garden terrace banquet areas.
A breakdown of its technical specifics reveals that its adult swimming pool has a 1.4m depth with diving being prohibited with an auxiliary kids swimming pool and both open at 6am and close at 9pm. Its rooftop terrace, the Sese Lounge Roof Top Bar on the eleventh floor has a unique special feature which provides the guests with a one-spot panoramic view of Ikot Ekpene cityscape. It opens at 5pm daily with chairs and tables made of raffia and bamboo, a blend and taste of culture and tradition, mixed with aesthetics, serenity, and tranquility.
Guests are seduced with the 100-capacity Palm Inem Ndidia Restaurant which offers assorted local and intercontinental delicacies. Guests can have breakfast from 6am to 10:30am; lunch from 12pm to 3:30pm; while a guest is sure of a sumptuous dinner from 6pm to 10:30pm.
The aesthetics of the edifice is illuminated by its Afe Ukod Pool Bar which opens by 12pm with a barbecue stand standing by from 6pm to add colour and taste to one’s relaxation. A lawn tennis court also adorns the compound, providing a perfect blend of vacation and sports for recreational and fitness purposes alongside a well-equipped gymnasium. The ground floor plays host to the Uta Bar/Lobby Bar with a rich display of mist of Ikot Ekpene’s exquisite raffia on its walls.
In furtherance to its conceived philosophy of being a business hotel, there is a 500-capacity Ball Room, the 30-45 capacity Ikat Board Room, the Akwa Meeting Room with capacity for 90-130 guests, the Unwana Meeting Room which can host between 70-90 persons with a projector and screen to aid presentation while there’s also a VIP Lounge comfortable for four people.
Conceived as a 21st century tourists’ destination with multiple guests demographics in mind, the Four Points by Sheraton, Ikot Ekpene, has restroom for physically-challenged persons and the elderly. Even more telling is the business area where guests can use for their private business activities while deriving a feeling that gives a sense of a natural office work station.
Already, the idea of establishing a hotel that will become a major source of revenue for Akwa Ibom State is already achieving the desired results. Though the dollar exchange rate determines the room rate, there is a Classic King Room, a Junior Suite which has a room and parlour, a Deluxe Double-Bed, and a Business Suite (Presidential Suite) with a private dining, sitting room, and private work space.
The Technical area has power generators, water treatment plant, sewage treatment plant, and drivers’ building alongside perimeter fence, gate house, water fountain, and landscaping.
Ikot Ekpene: A City Bracing Up for Economic Explosion
Giving hindsight into the spectacular nature of the hotel, the Akwa Ibom State Commissioner for Special Duties and Ibom Deep Seaport, Engr. Bassey Okon, PhD, whose Ministry has oversight function over the outfit discloses that Four Points by Sheraton is a state-of-the-arts hospitality outfit and with Marriot Group as its operator, the world has come to Ikot Ekpene because whatever one can find in any Four Points by Sheraton anywhere, the world over, is domiciled in Four Points by Sheraton in Ikot Ekpene.
The commissioner explained that apart from giving direct employment to Akwa Ibom people, its multiplier effect is already unleashing a robust business opportunities for SMEs and entrepreneurs within the State who are now battling to meet up with demands for various supplies such as groceries, vegetables, poultry products, etc.
To further explore the raffia component of the host community, Engr. Okon said that government, in collaboration with the private sector, is working on developing the raffia products and showcasing same especially on the fence around the premises which is in line with the vision of the hotel as conceptualized by the Raffia City Hotels and Tours Limited, the original name of the outfit.
He noted that the administration has achieved two significant landmark legacies with the project which are its functionality and sustainable profitability. Thus, creating wealth for the locals, stimulating businesses, and providing a world class leisure destination that drives tourism.
On his part, the Permanent Secretary, Ministry of Special Duties and Ibom Deep Seaport, Engr. Udosen Udoh, noted with delight that apart from the influx of visitors who now prefer to come, live, stay, and do business in the state, leading to an upsurge in non-indigenes’ preference of Akwa Ibom State as their home, the government’s idea was to put tourism drivers in Ikot Ekpene like roads, airport, and security to stimulate industrialisation pulse of the State.
The Permanent Secretary noted that apart from the Marriot Group Brand Standards of Operation incorporated into the facility, based on the signed Design Review Agreement, maintenance of the facility is a top priority for sustainability which explains why the Akwa Ibom State Government, as a matter of deliberate policy, earlier retained the construction company Ronesans Nigeria Limited for maintenance purpose. Even after the exit of Ronesans, Messr Snaeder Engineering was appointed to carry out maintenance function.
In its first month of operation, Four Points by Sheraton, Ikot Ekpene, achieved more than 40% Guest Occupancy Rate (GOR), and is now the most preferred choice for conferences, annual general meetings (AGM), reception, family vacation, and relaxation spot. Available patronage data of the hotel revealed that majority of tourists and vacation enthusiasts preferred the hotel during the 2022 and 2023 Christmas holiday.
With an Operational Service Agreement with Starwood/Marriot Group, the management structure is one that takes care of local contents with a Community Liaison Officer (CLO) from Ikot Ekpene and 90% of staff are from Akwa Ibom State of which 70% are Ikot Ekpene indigenes, its host community.
What is urgently needed to enable the hotel unleash its full potentials is the provision of good roads in the neighboring states, especially in Abia and Cross River, to make it easily accessible for tourists and guests from every corner of the nation, continent, and the world at large. The hotel has brought about a huge opening for small businesses within the State which form the bulk of auxiliary suppliers and vendors of vegetables, dairy products, poultry products, toiletries, beverages, etc.
According to Engr. Udosen, a demand for 500kg of chicken was hardly met during its first few weeks of operation. He noted that such demand for supplies by the hotel is an area of business exploration and opportunity for the locals to exploit of which is capable of igniting a boom in the poultry business in Ikot Ekpene in particular and Akwa Ibom State as a whole.
For Mr. Yakout Afia, General Manager, Four Points by Sheraton, Ikot Ekpene, the hotel gives a world class hospitality and tourist service one can get in any Marriot hotel the world over while providing a quiet and serene hospitality atmosphere that is sequestred from the noisy, bustling, and busy dramas of some Nigerian cities. The hotel treats guests to a Sunday local live band that provides a mix of local culture and modern commerce.
By being capable of providing over 150 direct jobs and 450 indirect jobs, the hotel is contributing its quota in addressing the issue of unemployment in the State. The hotel’s potential in making substantial monthly income and millions of Naira annually puts the hotel in a league of the State government’s non-oil asset that is capable of contributing tangible percentage to Akwa Ibom’s Gross Domestic Product (GDP). In the nearest future, testament from this hospitality and tourism venture awaits the anticipated conclusion that government’s efforts at diversifying the state’s economy has achieved the desired results.
With the possibility of achieving 100% GOR in the not too distant future, the hotel is projected to having the possibility of being a major revenue earner for the state and operators. With this, there is no doubt that tourism has been consciously positioned to become a major source of revenue away from oil.
Four Points by Sheraton, Ikot Ekpene: An asset for Exploration and Exploitation
National and international attention has already started focusing on the hospitality outfit. The outfit is living up to its investment and business philosophy which aligns with Governor Umo Eno’s Arise Agenda that places premium on tourism as a focus area in wealth creation which strongly emphasizes on creating employment and increasing the value chain around auxiliary businesses, products, and services within Akwa Ibom State.
The tourism potential of Ikot Ekpene has become alive with visitors, top business executives, and holiday seekers now finding an alternative destination in the Four Points by Sheraton in Ikot Ekpene which provides a blend of tranquility, cultural aesthetics, security, and an ambiance of natural serenity.
For instance, a lot of families from Abia State, majority from border communities that share boundaries with Ini Local Government Area drove on most of the tarred roads built by the Akwa Ibom State government into Ikot Ekpene to stay, relax, and savour the luxurious and exquisite glamour of the hotel.
They were at ease spending their Christmas holidays and vacation at the Four Points by Sheraton, where they were treated to cuisines, drinks, side attractions, and world class service delivery obtainable in Europe, Asia and America. As a conscious effort, the hotel’s service delivery is beefed up with tastes and standards that align with global best practices in hospitality.
To maximally exploit its full benefits and potentials, there is the urgent need for the federal government to consider moving from my mere rhetorics to action in the rehabilitation of the Aba – Ikot Ekpene Road. This will not only boost the viability of hotel but will enhance and stimulate SMEs, commerce, and enterprise between the sister states.
The Ikot Ekpene – Uyo road makes it possible to get to Uyo in 20 minutes and the Victor Attah International Airport in less than 40 minutes. The intent being to interlink the hospitality outfit with composite economic hub spots in the State by creating a good road network where access to and from the hotel would not be limited. Governor Umo Eno has also promised to build a medical corridor within the axis, a concept that will add value to both the hotel, Ikot Ekpene LGA and Akwa Ibom State.
Four Points by Sheraton: Perspectives from Residents and Customers
For Mr. Udeme Okono, the multi-million questions are: “now that the Four Points by Sheraton is open for business, what experience is Ikot Ekpene, as a Local Government, looking forward to sell? From the top view of the magnificent hotel building, what will guests see taking a morning or evening run by the pedestrian walkways, what are the tourists and visitors likely to see?
“With the shop in the neighborhood, what memories of Ikot Ekpene do they take with them beyond the edifice? Going to Ito Road, there is a self-sustaining, near-dead cluster of Raffia shops which should be revamped and given a face-lift to serve the influx of visitors to the city, give value to the local vendors, and generally boost the IGR of the Local Government – I love to think that we can still make it happen. If not, it will be the paradox of a rich Local Government full of poor people”, he submitted.
To Mr. Nsemeke Ekanem, a Lecturer in the employ of Akwa Ibom State Polytechnic, the opening of the hotel calls for urgent and conscious effort to improve on the Housing Sector, especially within the Ikot Ekpene – Uyo corridor which can serve a good housing purpose because of its strategic location. All that is left is to tap into the business opportunities that the hotel bring are fruitful innovation, entrepreneurial brio, and ingenuity.
Another perspective came from Nigeria’s former Minister of Aviation and early customer of the hotel, Mr. Osita Chidoka who christened Ikot Ekpene to “A Rough Diamond in the Rain Forest.” Chidoka who marvelled at the Ikot Ekpene – Uyo road confessed he ran on the best pedestrian-friendly highway in Nigeria today in Ikot Ekpene.
“The road that leads to Uyo is a dual carriage highway and well-built with all road users considered. The pedestrian walkway had smooth ramps for cyclists and physically-challenged users. The gradient on hilly parts of the road was gradual and makes running and walking easy.”
“Ikot Ekpene is the home of Four Points by Sheraton, a Marriott Hotel brand. As I ran on the road taking in the sight and sounds of this quaint old city, my mind wandered to possibilities….with Ibom Air, world-class road infrastructure, all-year-round clement weather, and a strong oil and gas sector present.”
He went further to give an insight into the world of endless possibilities the hotel portends and the auxiliary businesses that can make Ikot Ekpene indeed a prime destination. “Imagine an African-themed Disney situated between Uyo and Ikot Ekpene serviced by the Four Point and Ibom Icon and Golf Resort. Dream of a museum of slavery that takes you through a journey in time. Providing all-year traffic for the hotels and enabling more boutique hotels to set up shop. Dream of high-speed internet, new layouts with low to mid-rise apartment buildings serviced with high-quality nursery and primary schools. Think of lounges, bars, restaurants, and monthly shows with Nigerian musicians.”
“If you are in the knowledge industry, ICT, and high-end production where will you be? If I was 30 and looking to conquer the world, I will move to the dreamt-of Uyo – Ikot Ekpene corridor. Ibom Air ensures prompt connectivity to major cities. The Uyo – Ikot Ekpene corridor will offer cheap housing, clean air, a strong flow of tourists, and world-class infrastructure plus schools. Akwa Ibom is a rough diamond. Building on existing successes, an innovative leader can cut and polish the diamond. Let us UnlockNaija one state at a time”, he declared.
This is a testimony of the robustness of the hotel in driving tourism, hospitality, and entrepreneurial potentials of the State as emblazoned in the state government’s Arise Agenda and diversification into non-oil lucrative economies. The Four Points by Sheraton has earned its mark for setting the pace in tourism and hospitality sector in the State as it promises to yield huge dividends and returns on investments (ROI) for the State by stimulating the nerves of investors and tourists towards patronizing the tourism, entrepreneurial, and hospitality potentials lurking in the State.
(C) Daniel Etokidem is Special Assistant to the Governor on Media
