Company Profile Starneth - r2

Company Profile
www.starneth.com
London Eye
History, Profile & Direction
Starneth BV was founded by the core members responsible for

manufacturing, supplying and building the London Eye.
With the unique and extensive experience from the London Eye project,
Starneth was formed to build similar structures and share its expertise
with the rest of the world.
Upon completion of the London Eye, founder and CEO of Starneth Mr.
Chiel Smits continued with the development of the wheels to lay the
foundation for the procurement of projects in Dubai, New York, Orlando
and many others.
Starneth provided expertise and hardware for the drive and control system
in the Las Vegas wheel project. In addition, the company is supporting
many clients around the world in completing their financing requirements
to build an Observation Wheel in their respective cities.
As part of the strategy for ongoing future projects, the company decided
to maintain its in-house expertise in drive and control systems as well as
complicated heavy lifts; and formed alliances in production of steelwork
and construction in the specific country where the project is located.
Various partners and suppliers who are teamed up with Starneth
completed detailed due diligence to be qualified and demonstrated
excellent experience working together as a team.
The London Eye has inspired engineers around the world to create iconic
wheels and it has become a Dream Project. Starneth is proud of its
ability to produce high quality wheels unmatched by competitors in the
market. In short, creation of the wheel and similar observation facilities
is Starneths passion.
In 2013 Starneth commenced high profile Observation Wheel projects in

Dubai and New York. The outlook for 2014 is even brighter with possible
projects in Asia, Europe and the USA. With its in-house engineers and
designers, part of Starneths strength is to formulate a strong business
model for their clients to maximize their profits by optimizing the wheel
design, minimizing the costs and increasing the occupancy rate.
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Starneth Team
Starneth Enschede, NL
Chiel Smits CEO
Starneth B.V.
Chiel Smits
Managing Director
Starneth LLC
Americas and Canada
Wil Armstrong
President
Starneth Ltd. Asia

Chiel Smits
President
Starneth Middle East

Middle East and India
Leon Heijkoop
President
Starneth Construction
Starneth Engineering
The Starneth organization is distributed globally by region. Although this

is the case for marketing, it is definitely not the case for execution as
the team works as an integrated team and services are supported and
exchanged globally as the project requires.
The team is represented by the four board members. We are partners and
friends for many years and know what to expect from each other as a
team. Further in this profile you will find a brief bio of each of us.
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Starneth Team |
Chiel Smits
Chiel Smits founded Starneth in

2007. Prior to Starneth he was a
core founder and board member
of the Great Wheel Corporation,
acting as the Chief Technical Officer from 2005 to 2007. His
experience in the construction
of observation wheels stemmed
from having been the lead designer and project manager of the
British Airways London Eye for
Hollandia since 1998.
Chiel, a native Dutchman, holds
an engineering degree from Dordrecht Technical School. His expertise and reputation are second
to none in the planning and delivery of cutting edge leisure technology and reliable engineering
projects. He joined Mercon in
1982 working on heavy onshore
and offshore steel structures. He
spent the following 16 years of
his career as a project manager, leading projects such as drilling modules for Chevron, Elf Petroland and Statoil Norway amongst others. He
also project managed Planetary Robots for Philips and desulphurization
plants for Comprimo/Bischoff and Lentjes. Chiel exemplified the ability
to motivate and lead an international team on fast-track projects.
Joining Hollandia in 2000 and following the success of the London Eye,
Chiel was awarded the Telford Medal from the Institution of Civil Engineers while receiving the European Steel Prize together with his team. He
went on to become the director of a joint-venture relating to the leisure
industry between Hollandia and Poma, before becoming the Director of
Sales at Bailey; a subsidiary of Hollandia. Looking to design and construct iconic observation wheels around the world, he helped to found
the Great Wheel Corporation, working on the start-up development of
wheels in Beijing, Orlando and Berlin
Starneth Team |
Wil Armstrong
Wil Armstrong is the President

and Managing Member of
Starneth LLC. He is responsible
for business development and
management of Starneths business in the Americas.
Wil has a widely experienced
background including a university degree in Engineering,
advanced graduate studies in
Applied Economics, Florida State
Certification as a Professional
Engineer, and an entrepreneurial
focus that began with starting his
first business in 1993. His career
of more than thirty years began
in the flight simulation business
as an electronics and computer
designer, evolving to higher
levels of responsibility and team
leadership as project engineer,
project manager and corporate
engineering manager.
Eventually the flight simulation industry yielded opportunities to become

involved with amusement and attraction projects using flight simulation
techniques for high level amusement rides. These opportunities included
participation in the development of various projects in Florida and
Las Vegas. Eventually his company evolved more towards a focus on
commercial real estate based projects in the amusement industry. He led
the Great Orlando Wheel Project in Orlando, Florida. While serving
as Vice President and General Manager of Great Orlando Wheel
Corporation he managed a team of independent consultants, architects,
engineers, accounting and legal advisors on behalf of the Board of
Directors.
This unique background and experience provides a solid basis to lead
Starneth LLC in the process of designing, manufacturing and delivering
giant observation wheels and structures.
Starneth Team |
Leon Heijkoop
Leon Heijkoop is based in the

Middle East since early 2005.
He is the Managing Director
of Starneth Middle East with
regional offices in the most
vibrant and developing city on
the region, Dubai.
Starneth Middle Easts project
team is currently working on
the largest Observation Wheel
development in the World, the
Dubai Eye standing 210m tall
on a reclaimed island off-coast of
Dubai. In addition to this exciting
project Leon and his highly
experienced team are aiming
to expand the business in the
Middle Eastern Region and India.
Leon, a native Dutchman with a
strong engineering background
from leading education institutes
in The Netherlands and more
than 20 years of experience in Project Management, has an excellent

worldwide reputation in delivery of major construction projects in the Oil
and Gas Industry as well as Leisure and Entertainment.
Besides working for major operators (i.e. Total, Elf Petroland, ExxonMobil,
Shell, Encana), he has worked on Senior Management positions for steel
fabrication contractors, Hollandia (London Eye), Mercon Steel Structures
in The Netherlands and Lamprell Energy in the United Arab Emirates.
Prior to joining Starneth he worked for the Great Wheel Corporation,
acting as the Regional Manager Middle East from 2005 to 2007.
Leons strong focus on performance, results and clients satisfaction are
the pillars of his success in the industry.
Design Concepts
Essentially Starneth is focusing on products to move people. Such as

Giant Observation Wheels. Nowadays, cities are also looking for similar
iconic structures for which our R&D teams are designing new concepts
described further in this Profile.
As range of products we can describe:
1. Giant Observation Wheels
3. Monorails
2. Giant Observation Structures/
4. Floating hotels
Starneth Free Form
1. Giant Observation Wheels
In all cases we offer the high class, nonstandard and state of the art
observation wheels, such as:
BRAVO
Bravo wheels include

structural tubular spokes
and mechanically driven
capsules. Size from 90
to 135 meters diameter.
ICONIC WHEEL
Similar to London Eye,

Singapore Flyer, New
York Wheel and Dubai
Eye. All designs include
a transparent structure
with cable spokes and
mechanically driven
capsules. Sizes available
from 100 meters diameter
and larger.
SPIDER*
A novel design without

a rim, with mechanically
driven capsules. Sizes up
to 80 meters diameter.
*Patent pending
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2. Giant Observation Structures/Starneth Free Form
We have developed a concept that can have any kind of shape, subject
to the clients requirements.
Sizes are similar to the sizes of Giant Observation Wheels. Such concepts
can be offered upon client requests. Below you will find a few examples.
LEAF
10
PARROT
BOOT
MONORAILS
FLOATING HOTELS
3. Monorails
4. Floating Hotels
Our standard concept has several advantages, but the main advantage
other than low cost is that it can be integrated in an existing infrastructure
thus reducing or eliminating congestion.
Many other high level and high class designs are under development.
Creative ideas from our clients may lead to even better developments.
We are ready for the challenge!
Finally, in order to ensure such high quality is maintained, we own
assembly facilities in the Netherlands where our drive systems,
capsules, trains and other product specific; complicated, and integrated
components are produced.
11
Expertise
As described earlier in this profile, there is specific high-level know

how required which, is not existing in any other company. Starneth is
operating on a global scale, together with our exclusive consultants and
partners, we are a quality team that is unmatched.
12
Dubai I |
(Current Project)
Height
Orbiting Duration
Height
Orbiting Capsules
Duration
Capsule Capsules
Capacity
Capsule Capacity
Largest wheel
in the world
42
210Minutes
Metres
42
48 Minutes
48
40 People
40 People
13
Dubai I Dubai set to build worlds largest

observation wheel
CBS |13 Feb 2013
Hyundai Contracting and

Starneth Engineering will be
responsible for the design and
construction of the Dubai I
CNN | 15 Feb 2013
Dubai Has I on Building Worlds

Biggest Ferris Wheel
Wall Street Journal | 14 Feb 2013
Dubai I
Dubai approves $1.6 bln island plan
with giant ferris wheel
Reuters | 13 Feb 2013
Worlds largest Ferris wheel for new
Dubai Dh6bn tourist mega-island
Dubai Metro | 14 Feb 2013
14
New York Wheel |
(Current Project)
Height
Orbiting Duration
Capsules
Capsule Capacity
191 Metres
38 Minutes
36
40 People
15
Bloomberg Unveils Plans For

Worlds Tallest Ferris Wheel,
To Be Built On Staten Island
CBS | 27 Sept 2012
NYC to Round Out Skyline with

Tallest Ferris Wheel
Wall Street Journal | 27 Sept 2012
The designer and manufacturer

will be Starneth BV, which includes
members of the team that built
the 443-foot London Eye
observation wheel.
Businessweek | 27 Sept 2012
New York Wheel

Worlds tallest Ferris wheel
coming to Staten Island
ABC | 27 Sept 2012
16
Worlds Tallest Ferris

Wheel Coming To New York
Forbes | 28 Sept 2012
Contact Us
Corporate office
Starneth BV
Starneth Ltd. Asia
North and South America
Middle East and India
Hengelosestraat 201,
7521 AC Enschede
The Netherlands
T: +31 85-4897690
F: +31 85-4897699
E-mail: [email protected]
PO Box 2087
Winter Park, FL 32790, USA
T: +1 407 629 7775
F: +1 407 264 8578
Hong Kong
HDS Tower, Cluster F

26th floor, office unit 2609,
Jumeirah Lake Towers,
Dubai, United Arab Emirates.
T: +971 4431 3003
F: +971 4431 2726
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Company Profile

History, Profile & Direction

Starneth BV was founded by the core members responsible for

In 2013 Starneth commenced high profile Observation Wheel projects in

Starneth Ltd. Asia

Starneth Middle East

The Starneth organization is distributed globally by region. Although this

Chiel Smits founded Starneth in

Wil Armstrong is the President

Eventually the flight simulation industry yielded opportunities to become

Leon Heijkoop is based in the

than 20 years of experience in Project Management, has an excellent

Essentially Starneth is focusing on products to move people. Such as

1. Giant Observation Wheels

Bravo wheels include

Similar to London Eye,

A novel design without

2. Giant Observation Structures/Starneth Free Form

As described earlier in this profile, there is specific high-level know

Dubai I Dubai set to build worlds largest

Hyundai Contracting and

Dubai Has I on Building Worlds

New York Wheel |

Bloomberg Unveils Plans For

NYC to Round Out Skyline with

The designer and manufacturer

New York Wheel

Worlds Tallest Ferris

Starneth Ltd. Asia

North and South America

Middle East and India

HDS Tower, Cluster F

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