armenianow.com
July 30, 2004

River Beds: Avan Dzoraget puts guests in the center of nature

By John Hughes
ArmeniaNow reporter

Five months before the latest Tufenkian Heritage Hotel was ready to
receive guests, its Yerevan office was already getting requests for
lodging.
“By February, we were getting emails and phone calls already making
reservations,” says Tufenkian public relations spokeswoman Lilit Hakobyan.
In fact, the Avan Dzoraget is not expected to officially open until
mid-October. Still, it has been receiving guests since the first of July –
visitors who indulge the finishing touches of construction for a chance to
overnight in unique lodging.

A river runs through it
Tucked snuggly into the side of a mountain in the picturesque region of
Lori, Avan Dzoraget enjoys the reputation of its sister Heritage Hotel in
Tsapatagh, on Lake Sevan.
But except for their shared consistency of quality, the hotels could hardly
be compared.
“If we have the spectacular view in Lake Sevan, here, we are in the gorge
and it is completely different,” Hakobyan says.
And completely complementary to Dzoraget’s mountainous environment.
Carefully chosen to blend with nature, Avan Dzoraget’s large-stone gray
façade could camouflage into its companion hillside, except for the
trademark Tufenkian clay-colored tile roof alerting passersby on the main
road to Tbilisi.
The hotel has 34 rooms (the same number as Marag Tsapatagh) and hugs a bend
in the Debed River on what used to be a football field. It is also in front
of residences that house former workers of a nearby hydroelectric plant.
Hakobyan said Tufenkian staff was initially concerned about blocking
villagers’ river view by putting up the hotel. But, prior to starting
construction two years ago, owner James Tufenkian held meetings with
villagers, who consented to the location – especially since it brings 55
jobs, only two of which went to employees from Yerevan.
“The location of the hotel fits our overall concept of being in places that
were historical crossroads,” Hakobyan says.
Just about 30 kilometers from the Georgia border, the company hopes to
attract Tbilisi-Yerevan travelers (and is even considering expanding the
restaurant’s all-Armenian menu to include some Georgian dishes). The capital
cities connection (with constant meetings between internationals in Tbilisi
and Yerevan) might also have been behind the thinking of including an
80-person conference hall as part of Avan Dzoraget.
Dzoraget is the third (there’s also Avan Villa in Yerevan) of a five-hotel,
$11 million project Tufenkian () launched three years ago. A
fourth hotel is planned for Areni and a fifth, also in Tsapatagh.
The hotel’s market strategy is to offer luxury accommodations in an
unexpected location. And, even though new and old guest houses are scattered
throughout Lori, the latest addition is an anomaly.

Rough nature and classy comfort
“At first, locals didn’t understand our concept,” Hakobyan says. “They didn’
t understand why the hotels were located so far (about three hours in the
case of Dzoraget) from Yerevan.
“But eventually they started taking visiting Diaspora there and then started
visiting, themselves.”
The result for the hotel project has been a 60 percent occupancy in the
first year of business for the facility in Tsapatagh “even in the winter”,
Hakobyan says.
When it officially opens in October, Dzoraget is expected to include a
swimming pool, sauna, basketball, football, tennis and a bar located in an
old bomb shelter. Already, though, its 70-seat restaurant has been
functioning since June. Hakobyan says distant plans call for a 150-seat
restaurant that will be located in a building separate from the hotel.
Consistent with the two other hotels, Dzoraget rooms feature distinct
furnishings designed by the owner, using natural materials found in Armenia.
Included are hand-made bed linens, and carpets produced by the Tufenkian rug
factory, its first Armenian enterprise.
Room rates (including VAT and breakfast) are from $58.80 to $142.80.