‘• Founding year: 1968
• CEO: Yaron Klein
• Chairman: Shalem Herzel
• The Board of Directors consists of 14 members: 7 government representatives and 7 Tel Aviv – Yafo municipal representatives.
Atarim’ is a state and municipal owned corporation engaged with the planning, development and management of tourist and recreation sites, art and cultural compounds, leisure areas, and other projects which serve and promote tourism in Tel Aviv – Yafo.
‘Atarim’ was established in 1968 in cooperation with the Ministry of Tourism and the Tel Aviv-Yafo Municipality for the development of tourist sites in Tel Aviv.
The company's first steps focused quite obviously on the beautiful beaches of the city and on the development of its 14 km coastline along the Mediterranean - a central component in the city’s life, its tourism and its general image in the world.
With an eye to the future and a wide perspective, ‘Atarim’ labored on the coastal development plans, engaging in building the infrastructure - construction of roads, crossings, public buildings, beach services and more.
Right from the start, ‘Atarim’ worked in collaboration with senior professionals, well known entrepreneurs and with the assistance of generous donors and NGOs, to provide to this unique, popular and progressive city all that its residents and visitors need and may need in the future.
In the late 70’s, a decade after the establishment of ‘Atarim’, its leaders understood that the modern, bustling, lively and sophisticated Tel Aviv deserved a smart coastline to meet the needs of the growing population and increasing tourism. ‘Atarim’ decided to ensure that this mission will be completed in the best way possible.
From Neglect to Prosperity
The Tel Aviv coastline was a main character in Israeli films created in the late 70’s such as ‘Metzizim’ and ‘Shablul’ by Arik Einstein and Itzik Zohar, ‘Kazablan’ and others. The beach in those films was documented in its neglect, destruction and disintegration.
‘Atarim’ was aware that this neglect is not proper or suitable for a metropolis like Tel Aviv. Its experts then identified the need to build a beach with modern services that will attract the general public, and offer him much more comfort and pleasure. Needless to say that the development of the surrounding areas, the roads to the beaches, the parking and all facilities were also granted the attention, planning and execution it deserved.
The original plan developed by ‘Atarim’ included the construction of dams, breakwaters in the sea and naturally the construction of bathing facilities along the entire coast.
The plan was also to construct spacious promenades, green areas, to develop the hotels, build commercial spaces, restaurants, cafes, cafeterias and kiosks. It was already then that the ideas for the construction of entertainment centers, sports buildings, swimming pools, organization of tourism services and planning a harbor for boats, were thought of. But back then, all of these were only a vision - a pink dream about an innovative and stunning city that will attract foreign and domestic tourism, inhabit modern citizens with high living standards, and be comfortable, warm and friendly to all.
Back to Life
In a mission statement written by ‘Atarim’ in the late 70’s, the initial vision was summarized in these words: ‘Atarim’ intends to bring back life to the beaches of Tel Aviv. And so it was. In a short time the company made significant achievements and the Telavivians went back to the beaches.
More than 30 years passed since, and it is doubtful whether any of the ‘Atarim’ directors knew back then, how impressive the company's contribution to the character of city will be.
So what were Atarim’s accomplishments so far? It is important to mention the city's beach promenade on all of its facilities; The promenade on the northern side of the Yarkon River and its connection to the city's central promenade; The Charles Clore Garden; The seawalls; The buildings on the beaches that function as cafes and restaurants; the establishment, management and upgrade of the Tel Aviv Marina; the construction and operation of the North Port complex which became one of the most vibrant nightlife spots in Tel Aviv; the Jaffa walls promenade ; the Jaffa Gate Promenade; the Yarkon River Promenade; and most recently, the magnificent, prestigious and extremely innovative renewal of the Levant Fair.
‘Atarim’ has many ideas and initiatives at heart. One unique idea that was introduced in the first days of the company was to build an amusement island in the sea that will connect to the end of Allenby Street - a popular entertainment street at the time. The plan was never carried out, but who knows, maybe in the future. Time will tell, because when it comes to ‘Atarim’ everything is possible and creativity and ambition are endless.
Atarim offices are located on 21 Ha’arba’a St. Tel Aviv-Yafo 64739
Tel: + 972.3.6851522
Fax: + 972.3.6851717