Development rights to Sahl Hasheesh are held by Egyptian Resorts Company (ERC), who purchased the land in 1995. ERC itself was founded in 1995 and publicly listed in 1999. ERC had a vision of a huge project for this area. Plans for the 12-square mile community were to be completed by 2020. The builder's stated objective was "to create a fully integrated mixed-use resort city, with the aim of achieving long-term economic and environmental sustainability.