Australian Hotelier May 2021

AUSTRALIAN

AUSTRALIA’S NATIONAL HOTEL INDUSTRY MAGAZINE

Vol. 38 No. 4 - May 2021

Navigating the new normal Head counts, app ordering and temperature checks

IN THIS ISSUE: HYBRID VENUE CONCEPTS | LEVERAGING FOOTBALL COVERAGE | DARK BEER

P24

CONTENTS & ED’S NOTE

WE ENCOURAGE RESPONSIBLE DRINKING Get the facts DrinkWise.org.au

Contents SPECIAL FEATURES 12 Live Sport: Publicans can leverage Euro

22 Hygiene and Safety: New cleaning

protocols are here to stay, even as the

and Copa broadcasts next month into

nation gets COVID transmission under

new patronage long-term.

control.

14 Beers for Winter: It’s the time of year to

showcase and celebrate dark beers.

18 Group profile: New group the people_ Ed’s Pick

PUBLISHED BY: Food and Beverage Media Pty Ltd 41 Bridge Road GLEBE NSW Australia 2037 Tel: 02 9660 2113 Fax: 02 9660 4419

are addressing accommodation and hospitality issues with their hybrid concept.

20 Signature Serve: Jump on the margarita

train with a whole heap of variations on the cocktail.

REGULARS 6 News: What’s happening in pubs across

Australia.

24 Design & Build: Public House in

Richmond aims sky-high with it’s twostorey rooftop and deck.

30 Tales from the Top: Live entertainment

has been a boon for the struggling Rocks precinct.

Editor’s Note upcoming international football tournaments can be leveraged into creating a football fan

next way in which they

base within your pub – just as you would with

can increase their trade

other codes. We’ve also got a profile of a

and better their offer –

new group, the people_, who are blending

and thereby their profits.

boutique accommodation and hospitality

And while it’s better not to be beholden to

offers within their venues to drive a new kind

trends, there are always new opportunities

of concept unseen in Australia. Check that

that can make your venue more attractive

out on p 18. And in the drinks space, we

to the public. The key is to take those ideas

look at the dark beers that are going to drive

and make them your own, adapting them to

bar trade this winter (p 14) as well as how to

your pub’s identity and for your patronage.

capitalise on the popularity of the margarita with a whole heap of variations (p 20).

I’ll drink to that!

publicans might like to consider translating into something that works for their venues.

‣ POS and Op Tech

Live sport has always been a big driver of

‣ Pub Dining

business, and on p 12 we look at how two

‣ Gaming

4 | Australian Hotelier

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always looking for the

In this issue, we look at a range of

EDITOR: Vanessa Cavasinni vcavasinni@intermedia.com.au

PRODUCTION MANAGER: Jacqui Cooper jacqui@intermedia.com.au

Every good operator is

strategies, products and events that

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In the

news

WHAT’S HAPPENING IN PUBS ACROSS AUSTRALIA

Tomasetti House on Flinders Lane

MERIVALE MAKES MELBOURNE PLAY Merivale has announced that it has purchased its

we have collectively borne witness to that heady

first asset within Melbourne, with the acquisition of

mix in Sydney for decades.

Tomasetti House.

The Flinders Lane building is the first acquisition

“Accordingly, we now watch with great expectation the Victorian response to this powerful marriage and

outside of New South Wales for Merivale, and

do so with high expectations based upon numerous

only the second outside of Sydney after the group

examples of market leading hospitality experiences

purchased The Quarterdeck, Narooma, on the NSW

the Merivale Group promotes.”

South Coast last month.

The CBD freehold was purchased off the Sydney-

Merivale has been looking at expanding into Melbourne for some time now. Last year the group

based Millett family for reportedly more than $40

toyed with the idea of launching Merivale at Home

million, in a discreet transaction handled by HTL

into the Melbourne market, but quickly withdrew

Property. The Millett Group purchased the seven-

from those plans after it experienced immediate

storey building in 2014 for $16.2 million.

criticism from local operators who were already

Justin Hemmes, CEO of Merivale, said he was

suffering extensively from lockdowns. With the

eager to be involved in Melbourne’s renowned

hospitality scene reopened, the industry leaders

hospitality scene.

clearly felt it was the right time and method of

“Melbourne is a very special city, with a unique

moving into the Victorian market.

energy and an inimitable soul. Its local hospitality

Hemmes first stated with the acquisition of the

industry is one of the best in the world; brimming

Quarterdeck that the pandemic and the shutting

with creative culinary talent and supported by a

of borders in the past year has really made him

passionate community of diners. We are honoured to

appreciate Australian locations on a whole new

open our first venue in Melbourne, and cannot wait

level, and clearly that’s being translated to the

to work alongside so many local industry greats”.

expansion of the group further afield from Sydney.

“Melbourne’s CBD has suffered terribly from

“I have spent years travelling and being inspired

the hardships of the past year. We are committed

by places from all corners of the globe, but the

to doing everything we can to help reinvigorate the

last twelve months has certainly reinforced that

city and support it in its road to recovery.”

there is simply no place like home. I am energised

HTL Property’s Andrew Jolliffe underscored the significance of Merivale’s first move interstate.

“Properties such as Tomasetti House, and clients such as Justin Hemmes are synonymous with the very vanguard of what is possible when leading

by Australia’s collective appreciation for our own backyard and am extremely passionate about continuing to invest in an industry that defines so much of our vibrant culture.”

Merivale will take over the reins of Tomasetti

purveyors are matched with iconic real estate

House later in the year, and are yet to announce

applications, and as a consumer and marketplace

what the concept of the venue will be.

6 | Australian Hotelier

The past year has made Justin Hemmes look further afield than Sydney for new ventures

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NEWS

The Albion Hotel will be one of the venues taking part in the 24-Hour Party

Solotel celebrates nightlife and supports artists with 24-Hour Party Solotel is hosting a 24-Hour Party on 15

doing what they do best is palpable. We

May across 11 of its venues to boost night-

are in the business of creating incredible

time trade and support local musicians.

experiences for our guests and appreciate

The Sydney hospitality operator is

our industry partners and friends have

partnering with entertainment groups

had it tough the past year.”

Motorik, Heaps Gay, Picnic, Fruit Bowl,

The event not only presents an

and FBi Radio to present 170 hours of free

opportunity for increased trade with

live music and artists across Saturday 15

participating venues, but is actively

May and into the early hours of Sunday.

supporting up-and-coming musicians

The event will utilise 17 stages at Kings

and celebrating Australia’s talented

Cross Hotel, The Marly, The Bank, Goros,

female artists.

The Golden Sheaf, The Albion Parramatta,

“Two key focus areas of the

Barangaroo House, The Erko, Public House Petersham, The Sackville Rozelle, and The Clock Surry Hills.

programming are supporting local A key focus of the programming is supporting female artists

“It’s a celebration that dance floors are

female artists with a diverse mix of genres so there is quite literally something for

back – an experience that our venues and

conquer. They’ve worked tirelessly to

our guests have been patiently waiting

bring together an unmissable event.”

for all year. It’s also an opportunity for

emerging talent as well as Australian

everyone,” Solomon added.

“There’s an incredible line up of women from headliner singer songwriter Hayley

Solotel Group to help breathe life into the

Support all round

city’s music and nightlife scene, which

Fortunately, the venues have not faced

and electronic pop and dance DJ KLP, and

is hugely important to us, and provide

any compliance or licensing issues with all

five-piece emerging Sydney indie folk band,

a platform for Australian artists after a

locations operating within their standard

Megafauna. Up-and-coming inner west

pretty flat year for that industry,” stated

licensing guidelines. Solotel also worked

12-piece funk collective The Regime puts on

CEO Elliot Solomon.

closely with the recently appointed NSW

an incredible show as does DJ Ayebatonye’s

24-Hour Commissioner Michael Rodrigues

Afro-infused electronic music.”

“With 80 plus artists, 11 venues, and 170 hours of programmed entertainment it obviously requires an incredibly

to ensure a successful event.

“We are committed to doing everything

Mary to ARIA award-winning songwriter

For Solomon, heading up an operation like this increases Solotel’s reputation

detailed and organised approach. In many

we can to help reinvigorate the city’s

as ̏a hospitality leader in music and

ways, we approached this as if we were

nightlife and the music scene is a big part

entertainment.”

coordinating a music festival.

of that,” stated Solomon.

“Internally, we created a dedicated

“As a group, we’re enormously committed

“We wanted to provide a platform

to Sydney’s nightlife economy and that’s

24-Hour Party team made up of experts

for Australian artists and so far, the

why it’s important to us that the 24-Hour

in entertainment, operations, marketing,

excitement among the music and

Party involves and supports so much of the

graphics, and PR to essentially divide and

entertainment industry to get back out

industry we love.”

8 | Australian Hotelier

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Lasseters Hotel Casino in Alice Springs

NEWS

IRIS CAPITAL ADDS NT CASINO TO ITS BUSINESS One of the most truly diverse companies in the hospitality business, Iris Capital have just made their first move into another type of asset, purchasing the Lasseters Hotel Casino in Alice Springs.

Ford Dynasty, subsidy to Lasseters International Holdings Ltd, has entered into an agreement with Iris Capital for the sale of the Northern Territory pub for $105m. Ford Dynasty, trading as Lasseters, has been operating the casino for the past 24 years, and it is a key landmark within the central Australian hospitality scene.

At the time of purchase, Lasseters

the dedication and commitment of the

Iris Capital CEO Sam Arnaout declined

Hotel Casino featured a 75-room hotel,

staff, some of whom have been with the

to comment on the sale agreement,

188 EGMs, 21 table games and limited

company in excess of 20 years,” stated

preferring to wait until the deal was

dining facilities. However in the past eight

Lasseters CEO Datuk Paul Wong J. P.

finalised later in the year.

years alone Ford dynasty have spent in

“On behalf of the board, we wish

The acquisition of the casino is the

excess of $50m in upgrades, including

[them] the very best in this next chapter

latest diversification from Iris Capital,

expanding the hotel offer to 205 rooms

and express our most sincere gratitude

which has run several pubs in NSW for

with a 4.5 start rating, which are operated

to each and every Lasseters employee

many years, as well having a significant

by InterContinental Hotel Group. Ford

who has been a part of this most

development arm that recently completed

Dynasty have also added a commercial

remarkable journey.”

the major East End development in

health club, a day spa, and the Alice

As part of the sale, Ford Dynasty will

Newcastle, which is a mix of residential

Springs Convention Centre. It has also

retain ownership of the Lasseters brand,

and commercial properties. In late 2020

increased the EGMs within the casino

but has entered into a separate brand

the group also made a major move into

to 320, and added multiple F&B options

licence deed with Iris Capital to allow

the accommodation hotel space – one they

throughout.

them an exclusive royalty-free licence to

were already in with a few hotels around

use the brand in Australia. Ford Dynasty

Sydney – with the $180m acquisition of

a unique and diverse property on our

“It has been a pleasure having such

will retain the right to use the brand

the ibis and ibis Budget portfolio

portfolio. Lasseters’ greatest asset is

elsewhere in the world.

from AccorInvest.

10 | Australian Hotelier

MPK Hotels divests entire freehold portfolio MPK Hotels, an established pub group in Central West NSW, has sold its portfolio of five freehold pubs in one line to a new pub investment group for roughly $75 million.

The five freehold pubs – The Royal Hotel, Orange; The Dudley

Dudley Hotel, Bathurst

Hotel, Bathurst; The Castlereagh Hotel, Dubbo; The Federal

The new owners are planning on acting on the approvals to

Hotel, Wellington; and the Federal Hotel, Mudgee – were all sold

further enhance the pubs’ gaming components.

to newly formed syndicate Investment Management Group Hotels (IMGH) in one of the biggest pub deals of the year so far. The deal was negotiated on behalf of MPK Hotels by Pub Brokers & Advisory’s Nick Butler.

The freehold pubs were sold by respected hoteliers Nick

The acquisition of the portfolio represents the first significant hospitality transaction for Canberra-based IMGH. “The past few years have seen exciting and significant growth across the Central West NSW region and we are delighted to have made this acquisition. The MPK ownership team has done

McKechnie and Nelson Kelly, who are looking to wind back their

an impressive job of growing this iconic portfolio of hotels and

workloads to spend more time with their families.

developing best-in-class teams to support their success. Our

The hotels are underpinned by very strong earnings across

intention is to leverage these foundations to extend and evolve the

food, beverage and bottle shop sales. Passive income streams

hospitality experience for the people of Orange, Bathurst, Wellington,

driven by accommodation numbers from Dubbo and Orange are

Mudgee and Dubbo,” stated IMGH CEO Matthew Clowry.

further bolstered by 110 EGMS across the five pubs. There are

Two leasehold pubs remain under MPK Hotels management:

also three separate DA approvals for gaming smoking solutions

The Coachman Hotel Motel in Parkes, and the Western Star Hotel

at the three larger pubs, which McKechnie and Kelly chose not

in Dubbo. The latter is currently for sale, on a restapled, freehold

to act upon in order to “leave something in it for the next bloke.”

going concern basis.

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LIVE SPORT

The Euros are the third mostwatched sporting event in the world

Football fever

Not only are the Euros and Copa América an excellent way to drive more people into your venues in June and July, but they can serve as the foundation for the longer-term building of your pubs as football hubs for fans.

LAST YEAR’S postponement of both the UEFA Euro 2020 (Euros) and Copa América (Copa) is a boon for live football fixtures this year, as both tournaments are set to run over June and early July. Both tournaments have rich histories and are exceedingly popular, with the Euros being

Trading extensions While there are a few Euros matches at the group stages that will kick off at 11pm AEST, most will begin at 2am and 5am – particularly at the knockout stages when viewership and interest really ramps up.

football, think again because after that we’ll see Neymar and Messi going at it.”

The spread throughout the day is also a gift for pubs, as they can capitalise on both the mid-morning-to-lunch trade with Copa, while the Euros can add to trade from

To be able to show a particular team’s

dinner until closing. And for the first time,

the third most-watched sporting event in

matches, or the even the knockout stages,

Optus Sport will have live football fixtures

the world after the FIFA World Cup and

venues will have to apply individually to

in three different time zones, as the J1

the Olympics; while Copa is the oldest

their state liquor and gaming authorities for

League will be running concurrently.

international football competition, having

trade extensions as required.

been founded in 1916.

The upcoming tournaments are another major opportunity for pub venues to

“So we’ll have football running in Australian prime-time, full overnight

the Australian viewer and venue.

“For the viewer it’s almost perfect for

fixtures for your European football, and then morning games in South America.

leverage when it comes to getting patrons

the fact that whilst the European time

We’ll be tired by the end of it, but the

into the venue, both for short- and long-

zone aligns with our night, overnight and

viewers will get their fill,” states Bayliss.

term strategies. These football tournaments

early morning, South America aligns with

In between the matches, Optus Sport

are a sure-fire way to get bums on seats

Australia a little bit later in the day, so on

will be providing plenty of coverage that

over the quieter winter months, but – played

some of our match days we’ll be live with

will keep avid football fans rapt on both

right – they can also be used to create an

our pre-game coverage from 9pm AEST,

tournaments – and will provide venues

additional set of regular patrons based

all the way through effectively to lunch

with a constant stream of content to

around football fandom.

time the next day, because once the Euros

keep those fans in your venue. Each

wrap up in the morning we go live to South

Euros match will have a live pre-game,

America for up to a few games every match

half-time and post-game show, as well

Both tournaments are being broadcast by

day morning as well,” explains Optus

as 24-minute mini matches, 9-minute

Optus Sport, and while both events are being

Sport’s director of sport Richard Bayliss.

and 3-minute recaps that can be shown

WALL-TO-WALL COVERAGE

held on similar dates – the Euros are running

“So it actually works perfectly in that

throughout the day. Every morning at

11 June to 11 July; Copa from 13 June to

one leads into the other. So if you thought

7:30am AEST there will be a live recap

10 July – their timing is pretty convenient for

at breakfast time you’d had your fill of

show hosted from London with some of

12 | Australian Hotelier

LIVE SPORT

the biggest names to have played the game, tailored to Australian audiences.

“We’ll also have features, interviews, press

Long-term, Optus Sport’s commercial venues manager Scott Davoren sees the two tournaments as a foundation from which venues can build a

conferences – the coverage will be so wall-to-wall,”

sustained football fan base within their venues in

states Bayliss.

the same way they have for other sporting codes.

AUSTRALIAN FAN BASES While the two tournaments centre around

They can also be leveraged to build relationships with local grassroots football teams.

“From my experience, It’s been a long time since

European and South American national teams,

grassroots football clubs know that XYZ pub is the

thanks to Australia’s patterns of migration they

home of Liverpool fans etc. So using events like the

have historically always been very popular with

Euros can be almost like a ‘Big Bang’ for venues

Australian audiences. And without Socceroos

to go out to new and past patrons that are football

involvement, these events give communities of

fans and let them know they are looking to build

various heritages a reason to gather and celebrate

their football presence and support again – not just

their home teams. With strong British, Italian,

for the professional leagues but for their grassroots

Croatian, Chilean and Uruguayan communities –

teams as well,” explains Davoren.

just to name a few – all around the country, there

And while venues may look to build that long-

is a significant number of Australians who are

term football presence or identity, it does not have

interested in these two events.

to come at the expense of other codes like AFL

“When you look at the numbers around European migration alone, something like 2+ million people in Australia were born in nations that are taking

or NRL. Football fans can add to your patronage, rather than replace your existing set of patrons.

So while the Euros and Copa might make for an

part in this tournament and up to 7 million people

exciting six weeks, leveraging them in the right way

are one removed from being born in Europe. So

can have positive outcomes for trade for far longer

there’s a lot of heritage for Australians to go with

than that.

this tournament, and what that creates is this real atmosphere and vibrancy around the month-long event,” states Bayliss.

These bases of support should lead the

Richard Bayliss’ picks The broadcaster’s director of sport, and long-time

savvy pub operator who knows their venue is a

football fan, shares with Australian Hotelier who he

central location for the community of one of the

thinks are strong contenders for each tournament.

participating teams to appeal to that community.

By marketing your venue as a hub for that

UEFA Euro

national team, you could see significant patronage

“The beauty of the Euros is that there are probably

throughout the tournaments, and particularly for

at least eight teams who you could make a case for

those team’s matches.

winning it, which will make for a really interesting

THE SHORT- AND LONG-TERM STRATEGIES

which English fans won’t want to read because they

In support of venues broadcasting the tournament, Optus Sport is creating a range of marketing and invenue collateral and promotions to help venues get football fans in the door for both tournaments. These

tournament. I think England have a really good chance, don’t tend to do well at major tournaments even though they’ve always got great players. I think France will be really hard to stop given the fact that they’re the world champions, they’ve got an amazing squad and they just continue to produce immense players.”

include everything from posters, coasters, table

Copa América

cards, and trackable draws that venues can mark off

“Brazil is always the team people look at not only

the progress of the tournaments; as well as digital

because of their history but also because of the

assets for social media and in-venue promotion.

amazing football they play. If it’s a final between Brazil

The broadcaster will also work with venues on more tailored activations to start getting the word out

and Argentina, I think for most people it would be the perfect final, in which case it could go either way.”

about the events from as early as mid-May.

May 2021 | 13

BEERS FOR WINTER

Cross over to the dark side

It’s time to review your tap offering with double digit growth predicted for winter seasonal beers this winter as consumers search for warmer notes, darker colours and deep aroma and flavour.

have the potential to see a strong increase in sales in hospitality venues in 2021.

Boost in production O’Brien Beer has seen tremendous growth in its winter beers due to an increase in distribution and market demand. Its Brown Ale experienced double digit growth last year due to extended distribution and is expected to continue to progress again this year.

However, it is the limited seasonal edition stout that is expected to make waves, with the brewery predicting back-to-back double digit growth years ahead.

“Our Brown Ale is one of the undiscovered gems in our core range. The double gold medal winning beer continues to grow as we build distribution in retail and hospitality,” Mark Davidson, owner of Rebellion Brewing and brewer of O’Brien Beer explained.

“But it is our Stout that has the potential to double

YES, AUSTRALIA has a winter. And as many publicans know, the colder months

again if we get the marketing right. Given it’s a

bring a change in consumer consumption habits. To match the high demand and

limited winter release, we have a lot of pent-up

popularity of winter beer selections, breweries are increasing production and

demand for it by the time it launches on 1 June. The

introducing limited seasonal editions which are flying out the doors. This spike

week we pre-release it to our online subscriber base

in popularity has led to double digit growth for some darker ales in the last 12

is one of our biggest online sales weeks of the year.”

months and is predicted to continue growing in 2021.

Hospitality venues are also increasing order volumes to match the growth of

Time for a tap change

winter beer consumption in Australia and are having no problem selling through

In light of the expected surge in darker beers in the

kegs, as recommending darker ales is notably easier due to the confidence in

coming months, the Banjo Paterson Inn Jindabyne,

consumer experimentation led by the exploding craft beer market.

situated in the NSW Snowy Mountains region, is

Although beer consumption typically drops in winter, stouts and darker ales

14 | Australian Hotelier

increasing its dark ale volume and providing a range

BEERS FOR WINTER

of winter beer choices in its 18 taps on site.

The Banjo is also home to the popular

The proof is in the pudding

brewery Kosciuszko Brewing Company

Beer & Brewer editor Gifford Lee explains why sweeter dark

which is the most sought-after beer brand

beer styles are gaining popularity.

by many who visit the pub. However, in

“With tastes already swayed to the sweeter end of the craft

addition to its own Kosciuszko Pale Ale and

beer spectrum by the extreme popularity of the New England

seasonal Kosciuszko Ale, the Banjo also

IPA, the rise of the dessert-style beer in Australia may well

rotates in seasonal beers including White

have been an inevitability. But during the age of COVID we

Rabbit Chocolate Stout, White Rabbit Dark

have seen a massive increase in the amount of breweries offering the likes of pastry

Ale and Guinness.

stouts and flavoured porters, whether as limited releases or core range staples.

“We see a higher consumption of darker

“For obvious reasons this has largely been an at-home phenomenon so far as

ales during the winter months. We find they

consumers looked to broaden their flavour horizons during periods of lockdown.

are more suited to drinking over the colder

However, I’d guarantee these trends will continue this year as people venture out

periods and people are looking for a full-

more and dedicating a tap to one of the many excellent options on the market

bodied alcohol experience,” Banjo Patterson

would be a savvy decision during winter. Just like hard seltzers have opened up a

Inn licensee Cameron McKid said.

whole new audience to venues the dessert-style beer has the same potential as it

“Overall, we have seen consumption of

is an intriguing alternative to many craft beer styles. Some palates are turned off

craft beers increase with consumers being

by the likes of hop bitterness but very few can pass up on a chocolate porter or, at

more aware of what is available to the

the more extreme end of the category, a toasted marshmallow and salted caramel

market. We rotate our taps regularly to

pecan mud cake pastry stout.”

keep in trend and theme with the seasons.”

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BEERS FOR WINTER

We always provide training and education on any new craft (including dark) ale that comes into our venue. We believe knowledge is power and the more our staff can discuss quality beers with consumers the higher the turnover. Cameron McKid, Hotel Licensee, Banjo Paterson Inn

Tips for selling winter beers Mark Davidson of Rebellion Brewing shares his tips for selling more units of dark beers.

• Suggest them as a

More persuadable than ever

staff, according to McKid. He believes instilling

delightful, rewarding

The innovation of the growing craft beer market

knowledge into staff is an important avenue

indulgence.

is shifting the decision making of the consumer,

to generating discussion and breaking down

translating into beer drinkers becoming more

barriers with patrons.

comfortable with experimenting and branching

“We always provide training and education

•A lot of regular beer drinkers think of stouts and porters as too

out to winter lagers during the colder months

on any new craft ale that comes into our

challenging, or simply

this year.

venue. We believe knowledge is power and

too “strange” because

the more our staff can discuss quality beers

it’s not what they’re

a vast range of hoppy pale ales and IPAs and

with consumers the higher the turnover,”

used to, however, a lot

fruit-based sours. As a result, the expanding

McKid said.

of these styles are highly

Craft breweries are exposing consumers to

palate is becoming accustomed to winter beer

On top of having a unique flavour range,

flavours as well, which can include chocolate,

dark ales, porters and stouts also offer an

molasses, coffee, liquorice, caramel, banana,

opportunity for staff to suggestive sell towards

toffee, raisons, and even dried fruit.

a broader demographic of beer drinkers with

meal occasions which

the winter beer flavours pairing well with

are about savouring good

hearty meals like roast meats and pies.

food and good beer -

This trend creates an opportune time to suggestive sell new flavours and even offer tasting panels for those looking to expand their beer range.

Winter is the season when consumers look

drinkable, and it’s up to staff to communicate this.

• Market them in low-key

suggesting that part of

past lighter pale ales and select stouts and

the enjoyment of the

brown and dark ales that bring warmth and

darker beers is having

Key to persuasion

comfortupon consumption. With growing

them with food and how

With the unique range of flavours on offer to

demand for more tap selections and increased

much they enhance the

the experimental consumer, knowing your

production from breweries, now is the time to

overall experience.

keys to suggestive selling starts with educating

cross over to the dark side.

16 | Australian Hotelier

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GROUP PROFILE

(l-r) Sam Bull, Creative and Opening Chef; Andrew Taylor, Founder; Paul Schulte, Founder; Joanne Sproule, Group GM – Accommodation; Danny Webster Clamp, Group GM – Hospitality; Tim Philips, Beverage Director; Emily-Jane Toms, Marketing Manager; Dean Leibowitz, GM – Brand.

By the people_,

for the people

There’s a new group on the Sydney scene that’s disrupting traditional hospitality and accommodation models to bring local communities more holistic lifestyle venues.

THE PEOPLE_ is a new group within the Sydney

something that we really believe in and that we

market driving a new concept of venue that blurs

think Sydney is lacking,” explains Taylor.

the lines between hospitality, accommodation,

Unlike other operators, the people_ will not

lifestyle and wellness to create suburban venues

operate every aspect of each venue, instead

that tailor their experiences to the local community.

creating partnerships with businesses that are

The group is founded by Andrew Taylor, managing

known for a particular type of offering. For

director of Cre8tive Property, with almost 20

example, at their first venue to open, The Norfolk

years of experience in hotel development, design,

in Redfern, a wine bar and café will be run by local

investment and operations; and Paul Schulte, the

and esteemed hospitality operators.

creative director and partner of The Keystone

“We’ve got partnerships and experts in field

Group for 15 years, responsible for creating the

that will ‘plug in’. That will be a part of our brand

concepts of venues such as The Winery, Cargo and

going forward, working with people who do certain

Prince of York – venues that are still popular today.

things super well and bring their own spin on it, and

The pair has known each other for well over a

ideally are from the area. And if we were going to go

decade, and have been planning the launch of this

to the Hunter Valley or Melbourne we’d do exactly

hybrid model for some time, drawing inspiration

the same thing,” says Taylor.

from similar concepts overseas like the Soho House and Ace Hotel venues.

“We’ve wanted to do something in the hotels and

Focused on the neighbourhood Schulte and Taylor have hit the ground running,

lifestyle space in Sydney for a long time, and I think

acquiring five pub venues across inner Sydney – The

in the last year it was a case of right time, right

Norfolk, Redfern; The Camelia Grove, Alexandria;

place and then right partnerships. This is us doing

The Exchange and Town Hall in Balmain; and The

18 | Australian Hotelier

[Developers] might be looking at it twodimensionally but we’re looking at it in a holistic way to maximise that property value.

Paul Schulte, founder.

GROUP PROFILE

Exchange in Darlinghurst – to transform

rooftops, lounge areas – we’re going

with their new concept. And while all

to incorporate that into ‘the house’

venues are pubs to date, it’s their location

concept,” says Joanne Sproule, group

that is the key focus, particularly when

GM – accommodation.

it comes to the accommodation offer.

The people_ are betting on two key shifts

Big plans

within the accommodation market: that

So why kick off this new concept with five

travellers want to have more authentic

venues, rather than testing the waters with

experiences in inner city suburbs rather

one or two first?

than just staying in tourist-focused CBDs;

“It’s all about belief! The idea is

and that younger renters are looking for

strong, and when you talk to people

affordable options in neighbourhoods that

about it, they’re like ‘wow that’s such an

they are being priced out of.

obvious solution to what’s going on in the

“Approachability is an important play

market,’” states Taylor.

and we see that as a huge thing, as the cost of living is really becoming quite ridiculous in Sydney. Unless you’ve got huge deposits, this younger generation is

For Schulte, it’s also about rectifying The Norfolk in Redfern (pictured to prior to renovations) will be the first venue to open at the end of the month

moving elsewhere. We want to be able to give them the platform to stay in Sydney in

some foundational issues he and Taylor have witnessed in both the hospitality and accommodation industries long-term, in terms of affordability and the shift in

While The Norfolk will have a few

consumer thinking around accommodation.

these areas and live in an affordable way

accommodation rooms, that site will cater

“Andrew and I have known each

where they’re connected to a whole heap

to its community in a different way. The

other for over 15 years, so this is not an

of services, bars and restaurants that we

space has always had a large beer garden,

overnight decision. This is a combination

have got access to,” states Schulte.

and the group sees plenty of potential for

of us knowing we can solve developer’s

To drive the authentic neighbourhood

that space to underpin the venue. With

problems through accommodation and

feeling home, each venue is looking to hire

few backyards in Redfern, The Norfolk

hospitality in a unique way. Both are

staff that mainly live within the area.

is being positioned in one way as the

fundamentally broken in this city, so is it

suburb’s communal backyard.

risky? Yes, everything is risky.

“We want to give back to the community. Where I was brought up

“We said we wanted to be Redfern’s

“But there’s multiple ways we can

[in the UK] you’d work in the local pub

best backyard and every backyard in

use these assets to solve those two

and you knew everyone who came in. It

Australia has a barbecue, so that’s the

fundamental problems which are not

became a community-based place for

dining concept. It will be really relaxed

going away. [Developers] might be

people, and for us that’s really key,”

with a choose-you-own-adventure to build

looking at it two-dimensionally but we’re

explains Danny Webster-Clamp, group

your plate. There will be some pub cuts

looking at it in a holistic way to maximise

GM – hospitality.

and classics on there, and simple choices

that property value.”

No copy and paste

of proteins and veg for lunch and dinner.

But all concepts across the business will

With integration into and tailoring for the

be completely different,” comment Sam

local community driving most aspects

Bull, creative and opening chef.

of the business, none of the venues will really offer the same thing.

“There’s no cutting and pasting going on here. Using The Exchange in Balmain as

The same can be said for

The people_ expect to expand in coming years, with regional and interstate venues.

“It’s a fairly ambitious plan because we know it’s got a lot of potential, so it’ll be interstate and regional as well. We’re

accommodation, and for the wellness and

already in those discussions with two key

lifestyle aspects of each venue.

regional assets – one in the Blue Mountains

“It really depends on the

and one in the Hunter,” states Taylor.

an example, we’re turning a space which

neighbourhood and the building and

was 50 per cent hospitality into about 20

what makes sense for that asset as well

“It’s a long-term play. This is a 5-10

per cent, and making the rooms aspect

as the community. For example, we

more dominant. It’s a different site that

might not do yoga closes in a near-CBD

Norfolk and Camelia Grove, are expected

favours rooms more than hospitality. Every

location, but say in a more residential

to open at the end of May and mid-June

site will be different and every site will be

area that might work. And the spaces

respectively, with its other three venues to

partnership-centric,” explains Schulte.

that we have whether they’re terraces,

be opened in early 2022.

year plan to scale up.”

The people_’s first two venues, The

May 2021 | 19

SIGNATURE SERVE

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3 to 4 fresh sage leaves

30ml Finest Call Mango Puree

Muddle leaves gently in a shaker

Pinch of dried chilli flakes

glass, add ice and all other ingredients, then shake vigorously until ice cold. Double strain into a pre-chilled coupe or vintage cocktail glass. Garnish with a sprig

5ml Real Agave syrup

Shake all ingredients with ice and strain into an ice-filled rocks or tumbler glass. Garnish with a lime wheel. Add extra chilli flakes for more fruity heat.

of sage.

Margarita INGREDIENTS: 40ml Blanco Tequila 20ml Marie Brizard Triple Sec liqueur 30ml Finest Call Single Pressed Lime Juice 10ml Real Agave syrup Lime for garnish Sea salt for glass Prepare the glass with a salt rim ensuring the salt is on the outside of the glass.

Shake and strain all ingredients (except salt and lime) with ice and double strain into a pre-chilled coupe or margarita glass.

Garnish with a thinly sliced lime wheel placed on the top of the drink, to float.

20 | Australian Hotelier

HYGIENE AND SAFETY

Keeping it clean The public is eager to support hospitality venues which strive to set a high priority on creating a clean and hygienic environment.

By Dan Hughes.

THE KEY to hospitality recovery

and heighten the importance of cleaning

continuing throughout the year will

more surfaces regularly.

rest heavily on the ability of venues

Dr Greg Whiteley of Whiteley

“It’s been a big shift in how we run the cleaning in the hotel. For the first time we’ve had a checklist each day for things

to maintain and manage thorough

Corporation believes patron concern

related to COVID. It was mandatory but

cleaning procedures, enforce safe

about the risks of the virus is trending

I don’t think any venue would complain

hygiene practices and creating a safe

downward, but said it is not the time for

about having a COVID-safe plan. It was

environment for patrons and staff.

venues to become complacent.

also suggested to staff that we fall back

Those elements may have been easier

“As our general concern levels about the

to maintain in the past, however, more

risk of COVID-19 in Australia drops, our

pressure is being placed from consumers

focus on effective cleaning and disinfecting

to present a safe environment at all times

shouldn’t,” Whiteley explained.

due to concerns surrounding COVID-19.

“We have seen recently how a cleaner

on the old saying ‘if there’s time to lean there’s time to clean.’”

Taking a thorough approach on both sides of the bar is Collingwood pub The Fitzroy Beer Garden. Co-owner Sam Silva

As venue capacity rules continue

in New Zealand acquired COVID-19 even

and restaurant manager Darren James

to ease, the on-premise industry faces

though they were vaccinated. Continue to

said since reopening the venue after

a greater risk of exposure. Hospitality

regularly clean and disinfect all surfaces,

forced lockdowns the staff roster had to

venues have seen a shift in cleaning

particularly high touch surfaces i.e., door

reflect updated safe hygiene practices.

operations with the introduction of

handles, counter tops, tabletops, EFTPOS

COVID-safe plans and daily checklists.

units etc.”

Customers have also had a shift in

Although heightened cleaning operations

“A compulsory team meeting was called as we opened after the lockdown and there was emphasis on the new cleaning

behaviour and are more willing to support

were difficult to adjust to for regional

regimes. These regimes and procedures

a venue if it follows up-to-date cleaning

Victorian pub Meeniyan Hotel, it quickly

have become a part of our daily routines

methods and presents a clean and safe

updated its procedures and is still actively

and as new staff are inducted they

environment to socialise in.

maintaining healthy cleaning habits.

are brought up to speed on our new

“I think many hotels were in the dark

practices,” Silva said.

A shift in expected cleaning

early on during the pandemic and there

“We have adjusted the roster to make sure

There has always been a need to

was plenty of uncertainty over the rules

that a staff member is more dedicated to the

maintain a hygienic workplace, from

and what you could and couldn’t do –

floor to ensure that the tables are sanitised

the bar, dining tables and chairs and

not to mention the rules were changing

immediately, the old menus are removed,

the bathroom. However, since the start

at a rapid rate. We used the resources

cleaned and replaced with a new ones.”

of the pandemic venues are instituting

provided by the AHA,” general manager

COVID-safe plans to help with tracing

Andrew Willcocks said.

22 | Australian Hotelier

James added: “New daily sanitising rosters have been implemented on the

bar to include the wiping of bottles, card

bar and regularly sanitising throughout

machines and other continuously used

their visit.

items to ensure the bar is a safe haven.

Willcocks noted the importance of

These are implemented especially at

maintaining hygiene practices has been

shift change when risk of contamination

well received by both customers and staff

is higher.”

in his venue since the pandemic started.

“Customers are much more considerate

Cleaning out customer concerns

to the additional cleaning we undertake.

Having a COVID-safe plan is the first step

Perhaps turning a table around may take

to ensuring customers feel comfortable

more time and I think that customers are

visiting a venue. But with any increase in

more understanding,” he said.

operations, specifically cleaning, comes a longer wait time.

However, in the last few months customers have become more patient and understanding of waiting times of

James believes COVID checklists are here to stay and will be “pivotal” in retaining trade and driving customers through the Fitzroy Beer Garden’s doors.

“These regimes will stay in place

service and entry. Patrons have also

for the future as there is no need to

become accustomed to self-cleaning and

reduce it. I think as an industry that

distancing regulations upon entry to a

is so customer-based, striving to be

venue, including being seated in smaller

cleaner, better and more environmentally

groups, standing further away from the

conscious is pivotal.”

New cleaning regimes are a big focus of staff training and rosters at Fitzroy Beer Garden

DESIGN & BUILD

24 | Australian Hotelier

DESIGN & BUILD

A roof with a view Jon De Fraga has always had grand plans for Public House in Richmond, and they’ve been realised with the addition of a two-tiered rooftop that gives 360° views of Melbourne’s skyline.

May 2021 | 25

DESIGN & BUILD

We’re booked out six weeks in advance, and we’ve put minimum spends on some of those booths on the Friday and Saturday evenings, which is working pretty well.

The Rooftop’s steel structure, clear blinds and retractable roof allow the space to be used in any kind of weather

26 | Australian Hotelier

DESIGN & BUILD

The two-storied rooftop is a completely new addition to the pub

JON DE Fraga has owned Public

set-up has been rearranged with a new

House in Richmond since 2013.

timber-clad bar moved to the back of

The last time the pub had a major

the space, where previously it had been

renovation was with the previous

in the centre of the space. Instead,

owners in the early 2000s, so

the dancefloor has been moved to that

the venue was in need of some

centre space to allow patrons to dance

refreshing. While thinking about

on into the night. Old bluestone and

how to reinvigorate the pub, De

brickwork that was discovered during

Fraga also noticed a change in the

the renovations have now been restored

local entertainment scene as the

and displayed as a feature of the

traditionally younger patrons that

heritage of the building.

the group catered to had started to

been an underutilised functions area

hospitality and entertainment needs.

has been reinvented as the Public

“Richmond kind of lost a little bit of

Lounge, a chic cocktail lounge and

trade to Flinders Lane for a while. It

functions space featuring curved

had been the cool spot to go to for a

velvet booths, brass features and art

little bit, but other venues had been

deco style lighting. The Public Lounge

opening up around us and they were

opens up to a terrace bar, which is

newer and a bit fresher so we lost a bit

semi-enclosed, heated, and ready for

of the crowd. So we thought to try to

functions at any time of the year.

recapture that crowd we’d have to rejig the venue.”

Wanting to capitalise on views of the Melbourne’s CBD and the Melbourne Cricket Ground (MCG), the publican

The renovation of this particular floor was in response to the growing presence of one specific demographic in Richmond: the corporate market.

“We wanted to target the corporate

had been thinking for a long time about

community for lunches and post-

doubling the height of the pub by

work drinks. The area is becoming

adding two storeys of rooftop space,

more corporatised right around us

that would allow patrons to soak in the

really, with big buildings being built

views of the area while having a meal

around us, and some head offices have

or enjoying a beverage with mates. In

moved, in like MYOB and Car Sales.

2019, he decided to pull the trigger.

So that little hub around Richmond and

A NEW LEASE ON LIFE What began as a four-month build

Cremorne has exploded corporatewise,” explains De Fraga.

“So we wanted to target them with

turned into an 18-month overhaul –

packages to come in for drinks and

partly due to the pandemic and partly

nibbles. We’ve got an area where they

as the renovation plans expanded.

can have their own space and there are

While initially the idea was solely to

projectors so they can host meetings,

add the extra two floors – a massive

which we can cater for as well.”

structural undertaking in itself which and reinforcement than first thought –

A DIFFERENT KIND OF ROOFTOP

De Fraga and his team also made the

The shining star of the reinvented Public

decision to re-work and refresh the

House is the new two-level rooftop and

original two floors of the venue as well.

deck, with uninterrupted 360-degree

ended up requiring more engineering

The end result is a sleek yet inviting The ground-floor public bar

The first floor, which had previously

gravitate towards other areas for their

views of Richmond Parklands, the

venue with a French Riviera-inspired

Eastern suburbs, the MCG and the city

aesthetic. The ground floor public bar

skyline. The Rooftop Deck, the first of

May 2021 | 27

DESIGN & BUILD

the two new outdoor floors, includes two separate bars to service patrons around the space. The entire space

The tiered booths are booked out six weeks in advance for weekends.

is open-air, however a retractable roof and transparent retractable blinds mean that the entire deck can still be used in wet weather. Misters and heaters are also used to combat the elements.

“You can still get all the view but if the weather turns pretty nasty you can bring the blinds down, you’ve got heaters in there. It becomes fully self-contained.”

The highest floor, the Rooftop Garden, is the showstopping component of the venue that has people returning to Public House in droves. The floor is built up in stepped levels like an amphitheatre, with several booths on each level – meaning no matter where you sit up there your view of the skyline is unimpeded. The area is shaded with umbrellas, but De Fraga already has plans to add more inclement weather protection to the area.

“We did initially think about having a flat rooftop

Views of the CBD from the rooftop

On to the next Jon De Fraga also owns

but lots of people have those and we wanted to do

the Swan and Kingston

something a little bit different.”

Hotels – also in Richmond

BUILD IT AND THEY WILL COME

of this renovation the

Since reopening in December, the venue has been booming – within COVID restrictions – and has recouped a lot of the patronage that it had lost over the years. The two new rooftop floors are a large part of the success of the venue, as Melburnians thirst for some open-air socialising.

“It’s been really popular. Obviously we still need to

– and hot off the heels publican is now looking to revamp the Kingston Hotel. While that project will not be to the same scale of Public House at roughly half the budget, De Fraga is looking

abide by the COVID restrictions we have in Melbourne,

forward to giving that

so we’re still on limited capacity, but we’ve basically

venue a new direction.

been booked out every Friday and Saturday since we

“It’s a gastropub I’ve

opened. We’re booked out six weeks in advance, and

had for about 20 years

we’ve put minimum spends on some of those booths

which has been in and

on the Friday and Saturday evenings, which is working

out of the Good Food

pretty well. Hopefully that continues,” states De Fraga.

Guide over the years, so

The venue is now so popular, the publican had to put on an extra full-time staff member just to keep up with booking enquiries, which average about 200 per day.

It’s a welcome change from the absolute lack of trade in 2020, and one that De Fraga took a gamble on by not tamping down on the renovation plans when pubs were shut down.

“We just pushed ahead [with the plans] and crossed our fingers, because you never quite knew what the opening date was going to be. We didn’t alter the design or the budget much, but things were very tight, let’s put it that way! We were running out of funds.”

It’s safe to say that by sticking to the plan, the gamble has well and truly paid off for Public House in Richmond.

28 | Australian Hotelier

it’s always been in that Top 10 for pub food [in Melbounre]. We’re not going to gut it, but just change it, with a budget of about $1-1.5 million.

“So a pretty good refurb, focused on changing the direction of it to a steak and seafood restaurant. So fingers crossed that that one works too. That’s the next project.”

61 2 9660 8299 paulkellydesign.com.au

Ruse Bar and Brasserie Parramatta

Live entertainment in the al fresco area of the Fortune of War

Entertainment amps up trade

TALES FROM THE TOP

Al fresco live entertainment has been a saving grace for venues in The Rocks, including The Fortune of War. THE ROCKS in Sydney has been one of the hardest hit areas of

come down here once, many

the country in terms of the reduction of trade. Heavily reliant

people have come down

on international tourists and corporates, the area’s hospitality

every weekend since because

venues have seen their foot traffic dwindle to abysmal levels in

of the live entertainment,”

the last 12 months. In recognition of how hard the area has been

states Speed.

impacted, the City of Sydney, NSW Police and L&GNSW made

As the new al fresco

concessions and implemented new strategies swiftly to help the

areas are still subjected to

area’s venues recover.

seated service rather than

The first instance of this was to allow these venues to create al

standing, the publican says

Steven Speed Director, WDS Hotels

fresco areas in front of their properties to increase capacity. For

that food sales have skyrocketed, while drinks sales are still

the Fortune of War, run by WDS Hotels, the al fresco area made

a little sluggish. While the al fresco area and entertainment

an immediate difference.

have indeed been saviours for the venue, the current operating

“The outdoor area now equates to roughly 50 per cent of our sales for the entire venue, so it’s been a saviour. Without it we would be struggling big time,” states director Steven Speed.

Part of the appeal of the pub’s al fresco area is the addition

model is still in need of support of government grants.

“Because of the capacity, the increase in food, the decrease in beverage sales, the increase in entertainment and the way we’ve got to operate the al fresco area, our costs have

of live entertainment acts. Traditionally known for its live

actually increased. So margins have got thinner, our costs have

entertainment offer pre-pandemic, Speed decided in September

gone up.”

to bring back soloists or duo acts on the weekends – both as a

Speed says the continued support from governments at all

way to revitalise and create appeal for Sydneysiders to return to

levels has been a huge help to his venue and venues throughout

The Rocks, and to support musicians who had been without work

The Rocks, with the swift move to set up al fresco areas, the Dine

for quite some time throughout the year.

& Discover program and entertainment grants being the difference

The response from the public was immediate, with the venue

between survival and closure for a lot of smaller venues in the

putting on an increasing number of acts each month, so that the al

area. And entertainment has been a key component in reviving

fresco area has live entertainment five days a week now, and with

The Rocks as a place to be Sydneysiders.

more acts than it was putting on pre-COVID. “So many people have said that live entertainment is something they’ve been waiting to come back. And once they’ve

30 | Australian Hotelier

“For people walking around the area there’s that vibe and energy, there’s still entertainment happening. And it encourages people to come back here to enjoy themselves.”