Australian Hotelier May 2022

AUSTRALIAN

AUSTRALIA’S NATIONAL HOTEL INDUSTRY MAGAZINE

Vol.39 No.4 - May 2022

IN THIS ISSUE: NO AND LOW ALCOHOL | PUB LEADERS SUMMIT REVIEW | PAYMENTS TECH

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Contents

P26

PUBLISHER: Paul Wootton

SPECIAL FEATURES

REGULARS

8 Pub Leaders Summit: A look back at an

5 News: What’s happening in pubs

action-packed day of presentations, panel discussions, and networking.

across Australia.

26 Design & Build: The Crown in Brisbane

12 Dining Concepts: Inside Atmos, the

gets a bold new look as AVC brings

latest addition to the Lazarus family’s flagship venue.

more Qld pubs back to the people.

30 Tales from the Top: Hunt Hospitality’s

16 Ed’s No and Low: Dan Murphy’s ZERO% Pick

operations manager Ricci-Lee Wheeler

bar demonstrates the potential of the

shares her award-winning formula.

category on premise.

22 Payments Tech: The building blocks of

responsible loyalty and ATMs that help

Editor’s Note Melbourne, and we explore the rise of different categories in Australia’s on-premise market in

hoteliers at the 2022

our feature starting on p16.

Pub Leaders Summit last

Finally, in our regular Design & Build

month. So many insights

section, we take a tour of The Crown in

were shared that it’s impossible to squeeze

Brisbane’s inner north, and find out how its

them all into a few pages – but we’ve given

renovation fits into Australian Venue Co’s

it a try. Head to p8 for our event wrap and

broader plan to bring Queensland pubs back

a quick taste of some of the presentations,

to the people.

GENERAL MANAGER SALES – LIQUOR & HOSPITALITY GROUP: Shane T. Williams

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Enjoy,

featured on the day.

Amanda Bryan, Editor E: abryan@intermedia.com.au

flagship venue, Shoal Bay Country Club. Find out what inspired the authentic Greek food and beverage offering on p12.

We also take an indepth look at the nonalcoholic drinks category this month. We hear

‣ Pub Dining

from Dan Murphy’s MD Alex Freudmann about

‣ POS & Op Tech

the retailer’s launch of a zero alcohol bar in

‣ Winter Beers

4 | Australian Hotelier

NATIONAL SALES MANAGER: Jason Wild Tel: 02 8586 6213 jwild@intermedia.com.au

SUBSCRIPTION RATES

so many readers and

restaurant and bar at The Lazarus family’s

JOURNALIST: Seamus May smay@intermedia.com.au

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

It was wonderful to see

In this issue, we also explore Atmos, a new

EDITOR: Amanda Bryan abryan@intermedia.com.au

GROUP ART DIRECTOR – LIQUOR AND HOSPITALITY: Kea Thorburn kthorburn@intermedia.com.au

flood victims.

panel discussions, and exhibition stands that

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Copyright © 2022 - Food and Beverage Media Pty Ltd

In the

news

Hostplus commits to net zero Hostplus has committed to transition

WHAT’S HAPPENING IN PUBS ACROSS AUSTRALIA

to net zero emissions by 2050, a commitment that will see its investment portfolio well-positioned for a lower-carbon future, the company said.

“As one of the largest institutional investors in venture capital, we already invest heavily in clean technology and climate solutions,” Hostplus says. “As we transition to net zero, we’ll continue to seek out more investment opportunities that can help improve our world.”

Hostplus CEO David Elia said the commitment acknowledges the growing community expectations around mitigating the risks of climate change and demonstrated the Fund’s dedication to continuing to optimise long-term net investment returns for members.

“Climate change represents a

WESTERN SYDNEY PUB SALE SETS NEW RECORD The Crossroads Hotel in the south-western Sydney suburb of Casula has been sold for a

significant financial risk to global

reported $160 million in what’s been described as the largest Australian pub deal to date.

markets and economies over the

Last month, former Sydney Lord Mayor, philanthropist and pub owner Nelson Meers AO

longer term. We have a responsibility

bought the Crossroads Hotel from former property veteran Rob Macdonald, with the price

to protect our members’ retirement

tag significantly eclipsing the previous record-setting price of $104m which was paid by

savings and deliver them the best

MA Financial in 2020 for the Byron Bay Beach Hotel.

financial outcomes, so it is important

Simon Meers, CEO of the Nelson Meers Group said, “This is a key strategic acquisition

that we take further action now

for our company, with the hotel’s highly successful food and beverage model serving over

to ensure the investment portfolio

4,000 dining experiences each week.

remains well-positioned as the world adapts to a lower-carbon future.

“We also believe that a net zero emissions commitment will present further investment opportunities in

“We are very excited to continue to serve this growing, vibrant and broad community as we look to expand this type of high-quality offering across our hotel network.”

The group’s other Sydney hotels include the Hurstville Ritz hotel and the Belmore Hotel in the Canterbury-Bankstown which were acquired in 2017 and 2019 respectively.

In addition to its iconic Western Sydney status, The Crossroads Hotel also hit the

new technologies with strong growth

headlines in 2020 as the location of one of Sydney’s biggest Covid outbreaks in the early

potential,” Elia said.

days of pandemic.

Hostplus said it has already taken positive steps to support an orderly transition to net zero by

The hotel sits on 1.28 hectares, occupies a powerful corner site where the Hume Highway crosses Camden Valley Way, and is located in a fast-growing LGA. It has a broad offering that includes food, beverage, accommodation, and gaming

2050, including investing over $1.2B

revenues, and the Crossroads Hotel is also expected to benefit from the opening of the

in clean technology and climate

Badgery’s Creek airport.

solutions such as Commonwealth

The Crossroads Hotel was sold in an off-market deal managed by HTL Property.

Fusion Systems, Terra-Gen,

Managing director Andrew Jolliffe said of the sale, “The materiality of the Crossroads

Finerge and the Powering Australia

Hotel sale recalibrates values across the national hotel landscape and promotes a

Renewables Fund (PowAR).

momentum that will see up to $1bn worth of sales concluded in the last quarter of this financial year alone.”

May 2022 | 5

NEWS

Patron needs becoming polarised While the premiumisation trend remains, venues should prepare for cost-of-living concerns from some patrons, according to new research from CGA. Consumers’ Covid concerns have

were visiting less due to disposable

group of cash-strapped consumers and

significantly eased, but polarisation

income challenges.

to actively spend promotional funds

between premiumisation and value

At the other end of the spectrum,

where available.”

for money is underway, according to

however, 58 per cent of Australians

on-premise measurement, insight and

say they are now more willing to ‘treat

– Americas & Asia Pacific, said whilst

research consultancy CGA.

themselves to make up for lost time’ as

it is clear that the channel is slowly

they return to the channel.

recovering, with some way still to go,

Cost of living concerns are driving the polarisation, CGA said, in its latest

“This mindset is leading to signs

Australia On Premise Consumer Pulse, a

of premiumisation, with over a third

free consumer research report that checks

purchasing a premium drink option in the

in with 750 Australian On Premise visitors

past month,” CGA said.

on a monthly basis.

The Pulse aims to record patrons’ recent

According to CGA, a balanced strategy focusing on both value and premium is

Scott Elliott, CGA managing director

many Australian consumers are facing quite different challenges.

“Those with reduced disposable income need reasons to enter the trade – with events, drinks promotion and transparent pricing tactics likely to help drive footfall.

behaviour, how they feel about the channel

likely to be beneficial, as had been seen in

(including Covid restrictions), and their

other markets further down the recovery

a clear upselling strategy by suppliers and

intentions for visits in the month ahead.

path than Australia.

operators which are relevant to a changed

“This month’s research highlights that

“Mainstream brands sitting between

“For those looking to treat themselves,

Path to Purchase is essential.

concerns around COVID-19 have continued

these two positions can become exposed

to decrease, with plans to visit bars and

in these situations so communication, in-

such as draft cocktails are appealing

restaurants on the rise,” CGA said.

venue brand awareness and appropriate

to all, the product, presentation and

positioning is essential,” CGA said.

messaging needs to be strong to maintain

Only 9 per cent of all consumers said they were visiting the channel less because of the rise in cases, down from 23

The power of promotions

per cent in the previous month.

CGA suggested that for those facing

Cost of living concerns Worries around cost of living, however, increased on the previous month, CGA said, with more consumers saying they

Keep up with the latest industry news!

6 | Australian Hotelier

“Although operationally-efficient serves

quality cues and premium value-formoney perceptions in the eye of the On Premise consumer.”

disposable income challenges, promotions can work extremely well to drive footfall, increase dwell time and overall spend.

“Key for suppliers here is helping operators see the need to appeal to this

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MORE CONTROL MORE CONTROL MORE CONTROL MORE CONTROL MORE CONTROL MORE CONTROL MORE CONTROL MORE CONTROL MORE CONTROL With Hostplus, you have control over how your super is invested, thanks to our wide range of investment options.

Compare Hostplus

General advice only. Consider the relevant Hostplus PDS and TMD at hostplus.com.au, and your objectives, financial situation and needs, which have not been accounted for.

Host-Plus Pty Limited ABN 79 008 634 704, AFSL 244392 as trustee for the Hostplus Superannuation Fund ABN 68 657 495 890, MySuper No 68 657 495 890 198. HP1966

PLS REVIEW

Pub Leaders Summit 2022 Around 200 of Australia’s top publicans and industry leaders headed into Sydney for an action-packed day of presentations, panel discussions, and networking on April 4.

Here are some highlights from the day.

Some key learnings

Keynote speaker Alicia Stephenson.

The staffing crisis was a key theme at this year’s Pub Leaders Summit and tackling the topic head on was workforce change expert Alicia Stephenson who took the stage as keynote speaker.

In her presentation, Win the talent war: How to attract and retain Millennial Leaders and Gen Z workers, Stephenson kicked the day off with a research-backed analysis on cutting-edge recruitment, retention and leadership strategies for the recovering sector.

As CEO of the Centre for Generational Dynamics and an organisational psychologist, Stephenson explored the key motivators for Millennial and Gen Z staff based on four years of data and deep dive discovery interviews.

“What we need to realise is that in this industry, we capture

Stephenson outlined a number of research-backed techniques to keep new staff engaged and in the business for longer, including reward and recognition programs, mentorship, future

workers young. Now this is undeniably one of the industry’s

business owners training to encourage those with a side-gig, and

strengths… but the question is, what keeps young people in

‘meaning matters’ programs that bring staff together to make the

roles longer?”

world a better place.

With this in mind, Stephenson stressed the importance of the first six months of employment.

“We need to understand that the longer that person stays in our organisation, the better that is for our bottom line.

“The more we have to offer them, the less we will have to

“We need to break down that traditional idea of ‘this is where you begin and this is how you learn from the ground up’.

“I’m not saying that there’s anything wrong with that – everybody needs to learn the ropes,” she said. “But if we can have some exciting things injected into those first six months, new

attract and retain new people, so is it not incumbent upon us to

staff will get a much broader picture of the ecosystem and of what

make that first six-month experience a little bit more exciting?”

it’s like to work in hospitality.”

8 | Australian Hotelier

PLS REVIEW

2022 Industry outlook Here’s what’s on the horizon for pub operators according to KPMG Australia’s Morgan Kelly, who shared an in-depth outlook with attendees at the Pub Leaders Summit 2022 last month.

Sustainability and technology look likely to become major focus areas for operators in the few years, according to Morgan Kelly, KPMG Australia’s global sector lead of Hospitality, Tourism and Leisure – Restructuring.

Kelly shared these and many other predictions with attendees at the Pub Leaders Summit 2022 which was held last month in Pyrmont, Sydney.

INNOVATION IN THE SPOTLIGHT Innovation was a strong theme at the Pub Leaders Summit, with sessions taking place on the business of food and beverage, navigating the staffing crisis, and the path to growth for smaller operators.

Some of the latest pub pivots and new and evolving revenue streams including e-commerce, affordable accommodation, branded cocktails, and outdoor expansion were also revealed by a panel comprising pub Odd Culture Group CEO James Thorpe, accommodation innovator Paul Schulte, Sand Hill Road CEO Bianca Dawson, and AVC’s chief marketing officer Kylie Moncur (pictured below).

In his presentation Hospitality Outlook 2022 – Living with Covid, Kelly explored the impact of fuel prices, inflation, interest rates, consumer spending and wage inflation on the industry now and into the future.

“The key elephants in the room are inflation and interest rates. We’re expecting to see inflation over the next 12 to 18 months driven by fuel prices,” Kelly said.

Labour shortages would also continue to challenge operators, he said. “The sector is going to have to come to terms with food labour shortages and work out how to embrace those and how to lean into that because it’s a challenge that’s not going away.”

According to Kelly, the shortages would drive increased uptake of automation, and he said technology would also be embedded into more and more hospitality offerings to enhance customer experience.

“In Europe we are seeing the use of technology to transform customer experiences. We’ve seen some really interesting things like installation digital art and augmented reality displays, where you actually have an augmented reality menu floating above the table.”

LEADING TEAMS The Pub Leaders Summit has followed two years of extreme turbulence for the sector, and the event aimed to bring the industry together to explore new solutions and sow the seeds of recovery.

Leading operators including Laundy Group director Danielle Richardson, Applejack Hospitality co-founder

There’s also been a huge acceleration in sustainability in the industry, Kelly

Hamish Watts, Quantaco advisor and NTIA chair

says. “Things like Co2 emission reductions are a major focus for operators

Justine Baker (pictured below) and Momento CEO

because it’s a major focus for their customers.

Marcello Colosimo, discussed the challenges and

“We’d expect to see the consumer demand for environmentally-sourced sustainable and healthy produce to be reflected in Australia as well.”

Morgan Kelly of KPMG Australia.

opportunities in the current landscape, including the importance of better positioning the industry to school leavers, building stronger career paths, and the benefits of investing in female talent.

May 2022 | 9

PLS REVIEW

Speaker highlights Industry experts from JLL Hotels, ME&U, Quantaco, and the Gaming Technologies Association joined the Pub Leaders Summit line-up to share their insights. Here’s a snapshot.

Post-pandemic property values JLL Hotels & Hospitality MD John Musca took to the stage to share his top pub property predictions.

“Things are still positive – there will be little or no change in values because there’s still lots of capital to absorb the supply.

“But whether it’s a little bit of talk about the war, the cost of living, the pending election, and interest rates… there’s certainly been more hotel owners looking to rationalise their portfolios,” he said.

The Future of Hospitality Tech entrepreneur and me&u founder Stevan Premutico discussed the important role of technology in recovery.

“As brutal as Covid has been, there have absolutely been some silver linings… silver linings on things that we can do better, things that we can be smarter at, and how we can survive a bit more efficiently,” he told attendees.

“Customers want to spend more in our venues and they want to spend significantly more, and we know that because we’ve been doing this for the past five years. We’ve just got to get out of the way.”

Unlocking data Quantaco founder and CEO Anthony Sullivan discussed the link between data and better business outcomes.

“Often, the most important part of the analytics process is to clearly define the problem statement, because business owners and their operators know their businesses better than anyone else,” he said on the day.

“Once the problem statement is identified, the analytics simply look for patterns in the data to help solve the problem.”

Cashless Gaming Gaming Technologies Association CEO Jinesh Patel explored the future of gaming and cashless technology, and discussed upcoming contactless gaming trials that are taking place in a number of NSW venues.

“The pandemic to a degree has accelerated the need for cashless gaming in our venues. Hygiene concerns around money is just one of the examples, along with the customer-led trend of people not using cash and instead using contactless payment systems.

“The opportunity here is to provide technology in our venues, that from a harm minimisation point of view can allow our customers to voluntarily, if they choose to do so, manage their gaming spend,” he told attendees.

10 | Australian Hotelier

The Pub Leaders Summit 2022 was held at Doltone House at Pyrmont in Sydney.

PLS REVIEW

Exhibitor showcase The expo space was another strong feature this year with many of our sponsors showcasing their products and services during the Pub Leaders Summit networking breaks. Here are just some of the highlights.

Software company Deputy was showcasing its team management software to attendees.

Gluten-free brews were doing the rounds on the day thanks to Twobays Brewing Co.

Business management software company The Access Group was exhibiting its Access Workspace cloud solutions.

Cargo Crew’s mission is to create uniforms that “staff want to wear”.

Hopped-up coldies were not far from reach with Atomic exhibiting its wares.

SouthTrade was shaking things up on the day with its Fever Tree showcase.

Zero alcohol spirits brand Lyre’s was on hand to create alcohol-free cocktails for attendees.

May 2022 | 11

DINING CONCEPTS

A taste of Mykonos FOR PETER Lazarus, Atmos is

The Shoal Bay Country Club is the

The Lazarus family’s GreekCypriot heritage was the inspiration for Atmos, a new restaurant and bar at their flagship venue, Shoal Bay Country Club, writes Seamus May.

that are sustainable, while remaining

particularly close to his heart. As a

flagship venue of Zenith Hotels, the new

comforting and inviting,” Brady explained,

Greek-Australian, Lazarus wanted

hotel group created by industry veteran

adding that she had taken inspiration

to capture something of his family’s

Andrew Lazarus. Zenith Hotels owns a

from the similar waterfront locations that

heritage in the design, execution and

portfolio of large format venues across

abound in Greece.

food and beverage offering there.

Sydney, Newcastle and the Hunter.

Atmos is the most recent addition to

The Shoal Bay Country Club is

“The design is so unique – I don’t believe there is anything similar in Australia –

the Shoal Bay Country Club, which the

located in Port Stephens in NSW and

so the response to the décor has been

Lazarus family purchased in 2016.

features 120m of beachside frontage,

amazing. The setting really does transport

employs 200 people, and includes three

you to the Greek islands.”

“My family and I travel to Greece yearly, visiting family and friends, and

restaurants, five kitchens, dedicated

we are inspired by Greek hospitality and

events and conferencing facilities, and

space to hero lighting, while using

design – particularly the unique elements

boutique accommodation.

different materials to create a range of

of hospitality design on the islands such as Mykonos,” Lazarus says.

“Traditional Greek architecture really isn’t

Brady says that the team styled the

To create the Greek-décor, Peter

textures, “taking inspiration from the

Lazarus and interior designer Hannah

design of Mykonian seaside venues”.

Brady travelled to Greece for inspiration

a feature of many restaurants in Australia,

in 2019, and designed the restaurant using

FOOD JOURNEY

so we wanted to remain authentic in a Greek

Greek materials and with the assistance

Of course, the Greek theme is driven by

sense, because we believe that was going

of renowned Athens architects, Karagianni

the restaurant’s food offering, created by

to deliver something really unique to the

Karamali (or KKMK).

Shoal Bay Country Club executive chef

Australian market.”

12 | Australian Hotelier

“It was important to use materials

Leonard Faust.

DINING CONCEPTS

A vegan twist Shoal Bay Country Club executive chef Leonard Faust wanted Atmos to cater to everyone, which meant incorporating some vegan and vegetarian options into the menu including glazed eggplant, a cauliflower salad and a twist on the traditional Moussaka with each dish full of flavour and fresh ingredients.

The modern customer demands vegan and other allergen-free dishes, according to Peter Lazarus.

“Demand has grown exponentially in the last five to seven years and is now a necessity on all menus, regardless of cuisine or class,” he says.

“When creating the menu, we knew we needed to include vegan and vegetarian options. We landed on a stunning Eggplant Moussaka, made with a mushroom and walnut ragu, which catered to vegetarians, but not vegans.

“So we came up with a flavour-rich Glazed Eggplant dish. In designing this dish, it was critical we utilised ingredients already used on the menu in order to simplify our food operation and streamline ordering.

“It incorporates a smoky eggplant puree and is topped with a fresh fig and nut salad and pomegranate.”

Other vegan options include the Fried Cauliflower Salad, which uses a fava dip on the base which complements the textures of the crunchy fried cauliflower and freshness of fresh mint, chilli and lemon.

“The menu is a journey through Greek cuisine – each and every item has a story of its own,” Faust says.

Such items include eight-hour slow roasted lamb shoulder, seafood kritharaki and souvla meats cooked over a charcoal rotisserie.

“And who can forget Yiayia’s famous baklava to finish – a traditional recipe from the matriarch of the owner’s family,” Faust adds.

Atmos ingredients include imported Greek products not currently produced in Australia, such as Kefalograviera cheese, certain olives and cod roe.

“Locally, we source foods from the rich fruit and veg produce, lamb and seafood on our front door,” Faust adds.

The food offering was developed with assistance from TV chef and consultant, Phil Davenport. “Greek food is simple, uncomplicated and best enjoyed with family and friends,” Davenport says.

“Historically, Greek cuisine is designed to share, a tradition we encourage at Atmos.”

May 2022 | 13

DINING CONCEPTS

A DRINKS LIST TO MATCH The dining options are supported by a drinks and cocktail menu developed by Brent Tozer, a veteran of the hospitality industry who has previously operated venues in Melbourne, London and the Greek Islands.

“Our drinks list has been designed to celebrate Greek flavours and culture,” Tozer says.

The drinks menu contains Greek wines from the nation’s northern and central regions, alongside expressions from the Peloponnese and islands. Tozer has also put a Greek twist on classic cocktails, with the drinkers offering including a ‘Santorini Spritz’ and a ‘Greek Espresso Martini’.

These drinks make use of traditional Greek liqueurs, he says.

“We have used a great Greek brandy to enhance the taste, a touch of fig liqueur finishes off the flavor profile perfectly.

“Finally, we have chosen one of the most popular liqueurs in Greece. Mastiha is a liqueur made from the Mastic tree, originally from the island of Chios. The tree produces a sap, not unlike honey.”

With this liqueur, Tozer has created a final toast to the Lazarus family – the Megisti cocktail, which takes the official name of the Kastellorizo island, where the family originated.

Ultimately, this comprehensive commitment to authenticity and quality has paid dividends for Peter Lazarus and family, with over 6,000 guests having made pre-opening bookings.

Vegan

on the side The popular La Famiglia Garlic Bread range can now be enjoyed by vegans thanks to a recipe tweak, according to Goodman Fielder Food Service.

The switch to a new vegan-suitable margarine spread now means the La Famiglia 7-inch Garlic Bread Loaf and Garlic Bread Slices can be served as a vegan-friendly menu item in venues around the country, Goodman Fielder says.

The move comes in response to rising demand from venues for vegan-friendly food service options, according to La Famiglia Senior Brand Manager, Michelle McPherson.

“Due to a growing consumer push for vegan-friendly menu items, our customers are looking for products with versatility,” she says.

“By stocking fewer SKUs that cater to a wider market, venues are able to minimise food wastage and maximise profit margins.”

The La Famiglia Garlic Bread range is pre-sliced and frozen and can be ready fresh from the oven in minutes.

The products still maintain a generous coverage of garlicky spread, Goodman Fielder says, to retain the same quality and taste as in the past.

“Perfect as a warm starter or accompaniment to mains like pasta and soup, our La Famiglia Garlic Bread products hold mass appeal in Australian food service establishments, especially across the winter months,” McPherson says.

14 | Australian Hotelier

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VEGAN FRIENDLY

Dan Murphy’s Melbourne bar ZERO% serves only non-alcoholic drinks.

NO AND LOW-ALCOHOL

From zero to hero It’s one of the fastest growing categories at Dan Murphy’s and has inspired its first-ever foray into hospitality. We take a look at the liquor giant’s ZERO% strategy and the rise of non-alc across the categories.

ZERO% BY Dan Murphy’s is the alcohol

fastest growing categories, with sales

responsibly, which is why we want to lean

retail giant’s first bar which, since opening

more than doubling in the last two years.

into and support this great trend.”

in March, has been serving non-alcoholic

In fact, non-alcoholic drinks are

The response to ZERO% had been

drinks only to patrons 18 and over and

now competing with well-established

great so far, Freudmann told Australian

will do so until the end of June.

categories such as aperitifs and

Hotelier. “This is a first for us; it’s the first

international craft beers in terms of share

time we’ve created a bar and a store in

of sale, the retailer says.

one, and even more excitingly, it’s the first

Patrons can choose from a broad beverage menu including non-alc beer on tap or can from $2.99, eleven different

“Australians are embracing zero

wines by the glass from $5 per glass, and

alcoholic beverages more than ever

a range of cocktails and premix drinks.

before, but for those who are still hesitant,

The bar includes a bottle shop

time we’ve created a destination with zero alcohol products only.

“We’ve noted that more than half the

ZERO% is the perfect place to discover

sales at ZERO% are coming from the bar,

featuring a range of more than 200 non-

what is undoubtedly the hottest drinks

so people appear to be really embracing

alcoholic products and is open seven

trend at the moment in a contemporary

the chance to try the new wave of zero

days a week in the heart of Melbourne’s

setting,” Dan Murphy’s MD Alex

alc drinks.

bayside suburb Hampton.

Freudmann said at ZERO% launch.

According to the liquor giant, zero

“We think it’s great that more

alcohol drinks have become one of its

Australians than ever are drinking

16 | Australian Hotelier

“This is very much an experiment for us, so we will watch and learn how ZERO% performs over the coming weeks.”

NO AND LOW-ALCOHOL

A new non-alc dram Freudmann says a rising number of requests from customers was the impetus

Lyre’s has created a new non-alcoholic whisky-style

behind ZERO%. “Customers are increasingly asking for zero alcohol options for

product, adding to its 18-strong line-up of innovative

those occasions, which is why we want to lead in this space.

non-acoholic spirits.

“Although zero alcohol products is one of our fastest growing categories

Highland Malt is Australia’s first non-alcoholic

in stores, we have noticed hesitation among some customers when it comes

whisky-style beverage, Lyre’s says, and has been

to trying them. By launching ZERO%, we wanted to create an immersive

crafted to capture the essence of a blended malt

destination where customers can discover and explore the wide range and pristine quality of zero alcoholic beverages.”

At ZERO%, the most popular items ordered at the bar are the cocktails and Urban Valley Brewery’s Urban Myth beer on tap, Freudmann says, which also reflects the sales in its stores.

“In our retail stores, zero alcohol beer makes up the majority of all sales in the non-alcoholic category, thanks to new technologies and brewing processes, which have made it possible for brewers to make beers that really replicate the flavour of their alcoholic counterparts,” he says.

“Non-alcoholic spirits is a fast growing category within zero alc, as customers look to explore making cocktails at home, minus the alcohol.”

As non-alc category growth continues, Dan Murphy’s has almost tripled the number of non-alc products in its range over the past year to more than 200.

This strong uptick is also being reported by non-alc companies in a range of categories in the retail channel and also in the on-premise space.

Getting into the spirit Non-alcoholic spirits company Lyre’s says that due to increasing consumer awareness and trial of the category, it is riding an exciting wave of triple digit growth across the on-premise channel.

“Over the last few years at Lyre’s we have more than doubled distribution

whisky, one of the world’s most revered spirits, with flavours that are distinct and contemporary.

“Whether you’re enjoying a highball, shaken in a sour or simply on the rocks, delight in the same delicious experience of your favourite serve, without the hangover,” its maker says.

Highland Malt was created by Lyre’s flavour architect, David Murphy, who says that while Lyre’s spirits are true to taste, they have their own distinction as a premium non-alcoholic beverage.

“Whether served neat or in mixers, whisky is a firm favourite for many around the world and understanding this, we’ve worked tirelessly to study the aromas and tastes that whisky fans most enjoy, to deliver the Highland Malt,” Murphy says.

“People who enjoy the taste of a great whisky can experience our non-alcoholic version in occasions where it would otherwise be just featuring the alcoholic equivalents – it extends the occasion to more people more often.”

Highland Malt will be available from mid-May.

year-on-year with 2022 set to once again be our biggest year ever,” the company says.

Lyre’s points to changing consumer habits during lockdowns combined with pent up demand for on-premise experiences that have in turn led to an ever greater demand for the non-alcoholic category.

Moreover, hospitality remains a key driver of growth for the company. “Whilst we continue to expand rapidly into major retail and off premise during 2022, we are still seeing the best rate of sale coming from premium bars, restaurants and pubs,” Lyre’s says.

“These venues and their expert staff are best able to showcase our products as mixed drinks in their best light. Our challenge in retail is consumer education and trial, something that is far more easily facilitated in your favourite local pub.

Australian Venue Co, Endeavour and Fun Lab are among the groups that stock Lyre’s products across their venues, and Lyre’s says its pubs that are known for a premium beverage offering that contribute the most volume.

“Consumers are expecting outlets where they purchase premium craft beer and local wines to have a complimentary non-alcoholic offering that suits their needs and matches their occasion,” the company says.

“From our research we can see that social acceptability and category awareness are key drivers of consumer demand for non-alcoholic products in venue.”

Lyre’s has a wide range of non-alcoholic spirits and has just created its first non-alcoholic whisky-style beverage, Highland Malt. (see box)

Lyre’s has added Highland Malt, a non-alc whisky, to its range.

May 2022 | 17

NO AND LOW-ALCOHOL

A rosy future for wine According to NZ wine maker Giesen, there’s been a huge amount of category growth for the non-alcoholic wine segment over the last year, and it’s been growing much faster at 15 per cent per year than the general wine market.

Late last year, the company introduced 0% Rosé and Pinot Gris to its range in Australia and more recently a Merlot, joining its non-alcoholic 0% Sauvignon Blanc.

Giesen non-alcoholic 0% Sauvignon Blanc was the first product it launched in Australia.

Giesen Group’s Australian country manager Dan Chorley points to an

“We have seen a mixture of venue

David Andrew, founder and CEO Of

overwhelming increase in focus around

types embrace our 0% alcohol wines,

Naked Life Non-Alcoholic Spirits, says

health and wellness post COVID-19 as the

ranging from traditional country gastro

the company has only just scratched the

driver behind the growth.

pubs to surf clubs to restaurants and

surface in the on premise. “Following

cafes. There’s no typical profile of

an enormous increase in off-premise

sold out numerous times since release, and

customer and we’re thrilled to see so

demand, we see the same potential

the new additions to the range, Rosé, Pinot

many pubs being so open minded to add

reflected in the on premise.”

Gris and now a Merlot, are also gaining in

these products onto their bottle shops

popularity as consumers discover the taste

and by the glass lists.”

“Our 0% Giesen Sauvignon Blanc has

of these new beverage options.”

The on-premise market is particularly

According to Chorley, it’s great to see

One of the brand’s strengths, Andrew says, is the size of the range, which means its products will appeal to a broad range

the quality improvements in the category.

of venues, whether that be an RTD G&T or

important for Giesen, according to

“Since investing in our own spinning cone

Negroni Spritz at onsite dining and social

Chorley, as it’s often the occasion where

technology at the winery, the winemaking

venues, or its whisky-style spirits in 700ml

many consumers are seeking healthier

team are continually refining the profile of

bottles for cocktail bars.

beverage options. He says that the number

our no alcohol wines, gently removing the

“Non-alc is no longer specific to a type

of venues stocking its product is growing,

alcohol to keep the flavour profile as close

of venue. The consumer now cuts across

although the numbers are somewhat

to full strength wine as possible.

demographics and venues,” he says.

skewed due to constrained supply.

One of Naked Life’s newest launches, a non-alcoholic Negroni Spritz.

He believes smaller format wine bottles

opportunities in the hospitality industry.

sales and availability of 0% wines on

With a few new SKUs such as our non-

premise. “This will enable venues to

alcoholic Espresso Martini and our range

provide a less expensive option compared

of non-alcoholic range of spirits coming to

to 750ml.”

market, we’re able to double-down harder

Lift-off for cocktails

in this channel and we will be investing strongly to create redefined moments and

Naked Life began its journey in an

true cocktail experiences for patrons,

unconventional channel for the non-alc

without the alcohol or nasties.”

category – supermarkets, and has won strong brand recognition by doing so,

New brews hit the spot

outstripping sales of more established

Heaps Normal has been selling to the

brands’ non-alc offerings (read more

on-premise market since it launched just

on p20).

under two years ago, says co-founder and

Now the company has the on-premise market in its sights, and to this end

CEO Andy Miller.

“The initial traction in on premise was

has recently closed a partnership with

naturally slower than retail channels due

distributor Craft Rev, and is in already

to the impact of lockdowns and other

stocked at some iconic venues including

trade restrictions at the time,” he says.

those operated by Sand Hill Road.

18 | Australian Hotelier

“We’re super excited about the

will see an even bigger acceleration in

Heaps Normal is now seeing a ten-

NO AND LOW-ALCOHOL

fold rise in the number of pubs and bars

dining venues to our favourite old pubs

buying its products compared with this

and music venues,” he says.

time last year, according to Miller.

“Since opening up, we’ve seen a huge

Pubs with a thoughtful food and drinks list have recorded the strongest sales of

uplift in pubs, bars and restaurants

Heaps Normal, however, with Merivale

adding Heaps Normal to their menus.

Group, for example, putting a lot of

In fact, many of these venues admit

thought into non-alc options.

No and low by numbers

Australian drinking culture is changing,

packaged beer in their venue, including

Here’s what’s happening in the no and low alcohol alternatives segment in Australia’s on-premise market right now, according to research group CGA.

without the need for us all to be sober.”

alcoholic beers,” Miller says.

Around 13 per cent of Australian

that while they wouldn’t have even

“They’ve been ranging Heaps Normal

considered ranging a non-alc beer prior

almost since day one. Another example

to the lockdowns, they’re now seeing

is The Forresters in Sydney’s Surry

growing demand from consumers for more

Hills. It’s one of several pubs around

considered non-alc options.

the country where Heaps Normal is

“It’s mind-blowing to see how quickly

According to Miller, Heaps Normal is

consistently the number one selling

“Thanks to the huge consumer demand,

consumers drink alcohol-free alternatives

seeing 40 to 50 per cent monthly growth

there are now a wide variety of non-alc

in venues, and it’s not limited to one

options on the market. In the last 18

drawn from CGA’s 2022 Australia OPUS

corner of the industry. “We’re seeing

months the non-alc sector in Australia

(On Premise User Study).

Heaps Normal added to the drinks list

has grown from a few early movers to a

everywhere from Australia’s best fine

thriving, high-growth category.”

in the on premise, according to the data

Six per cent of consumers drink alcohol-free serves in drinking pubs and five per cent in food-led pubs, according

Heaps Normal’s Another Lager is a classic lager but without the alcohol.

to the researcher.

The majority of these consumers are occasional drinkers, with only 11 per cent drinking the category every time they’re out.

Out of all primary occasions, alcoholfree drinks are most likely to be consumed during after work drinks, and when it comes to channels, higher tempo nightclubs and bars/late night bars see the largest proportion of patrons drinking alcohol-free options.

The most important factor when choosing an alcohol-free brand is good value for money, followed by recommendations from friends and special offers or discounts, according to CGA. Consumers drink alcohol-free alternatives across both eating and drinking occasions, according to the researcher.

Of those who say they drink alcohol-free alternatives, 57 per cent drink mocktails (with no non-alc spirits), 33 per cent drink virgin cocktails (including non-alc spirits), 30 per cent drink non-alc beer, 25 per cent drink non-alc cider, 24 per cent drink non-alc wine, and 21 per cent drink nonalc spirits.

May 2022 | 19

Naked Life’s non-alcoholic RTD cocktail range includes 11 different variants with more on the way.

NO AND LOW-ALCOHOL

Shaking up the

cocktail space The supermarket shelf has provided Naked Life with strong brand awareness. Now the nonalcoholic cocktail maker has its sights set on hospitality.

MELBOURNE START-UP Naked Life Non-

bit of risk-taking to build a new category

THE PROMISE OF ON PREMISE

Alcoholic Spirits began its journey in an

in this way. The founders started out in

Having conquered the mainstream retail

unconventional channel for the category

2017 making better-for-you soft drinks,

channel, the company now has the

– supermarkets, and has won strong

iced teas and food products, and this gave

hospitality market in its sights, and to

brand recognition in the process.

rise to their expertise in creating brand

this end recently closed a partnership

new categories with no sugar and a strong

with distributor Craft Rev. Naked Life

focus on taste.

is already being sold at iconic venues

Launched last year in Woolworths nationally and selected Coles stores, Naked Life’s non-alcoholic cocktail range now spans 11 different products and growing.

“We applied these learnings to the

throughout Australia including those

non-alc category which has assisted

operated by Sand Hill Road, and

our growth. It took a lot of learnings to

Andrews says he is in conversations

crafted botanicals to ensure each drink has

create our overnight success, and lots of

with more.

a unique but unmistakable taste. The entire

mistakes,” Andrew says.

The company’s cocktails are distilled with

ready-to-drink offering uses all natural

The company cut its non-alc teeth on

As one of the brand’s strengths is the size of the range, this means its products

ingredients and is also sugar-free and very

an all-natural, sugar-free tonic water, he

appeal to a broad range of venues, he

low in calories – less than nine per can.

says. “It took us four years to create a tonic

says, with interest coming from pubs and

water that we were happy to launch.”

major restaurant chains, and also airlines

Outstripping sales of more established brands’ offerings in the supermarket

Several new products are now in the

and QSR venues.

channel, recent Quantium data shows

pipeline including a few new variants in

Naked Life is now Australia’s market

the RTD range, and an entirely new range

consistency in quality and range of

leader in non-alcoholic ready-to-drink

of non-alcoholic 700ml bottled spirits

flavours, the RTD cocktails are best suited

cocktails in grocery, according to co-

for cocktail mixologists which will be

to in-venue dining or social after-work

founder and CEO David Andrew.

launching nationally through First Choice

venues, while the new bottled spirits are

Liquor and independent bottle shops

better suited to the mixology needs of

this month.

late-night bars and nightclubs.

By disrupting the traditional model of building brands in the alcohol category via on premise first, the brand has managed to create widespread awareness, he says.

“We know 73 per cent of the shoppers

The size of the range is a key element

Given their ease of serving and

“Non-alc is no longer specific to a

in the success of the brand, according

type of venue – the consumer now cuts

to Andrew. “It’s important when asking

across demographics and venues,”

in grocery browse through the drinks

people to try something that’s both

Andrew says.

aisle. With a brand wall of 11 SKUs and

alcohol and sugar free that you hit their

strong brand appeal, this has positioned

number one drink – not their number two

to trial it and once the success is proven

the brand as the number one trusted and

or three. They’re already compromising,

as is the case today, we see venues are

recognised brand,” he says.

so they don’t want to compromise on their

coming on board and putting our name on

drink choice as well.”

their menu.”

Andrew says it takes appetite and a

20 | Australian Hotelier

“It takes one key venue group or retailer

Naked Life Non-Alcoholic Spirits is Australia's market leader of non-alcoholic RTD’s in retail, with 2.5 million cans and counting sold over the past 7 months. Thanks to the widespread awareness and trial it has generated in retail, the award-winning range is the trusted alternative for those moderating when out for dinner or an after-work drink. The range comes in 11 great flavours, is sugar-free, low in calories and provides ultra ease of serving as well as great consistency of taste. With a recent addition of 7 spirits in 700mL bottles expertly crafted for an authentic mixology experience, the portfolio answers to any type of venue and consumer. For more information, please contact sales@nakedlifespirits.com.au.

PAYMENTS TECH

The building blocks of responsible loyalty With loyalty emerging as a major opportunity in the gaming arena, Bryan Te Wani, CEO of Player Elite, outlines the key requirements of a responsible loyalty program.

LOYALTY CONTINUES to explode

Getting started

across the planet, given its success in

So what does responsible loyalty look

marketing and growing business, and

like? Firstly, it should be delivered in a

that means the consumer does not have

gaming is no different. For gaming pubs,

way that does not induce an individual to

to wait to get them, he says, and these

however, responsible loyalty is the only

gamble, drink or eat more than they can

rewards should give them redemption

way forward, according to Bryan Te

afford to, Te Wani says.

options that allow them to be spent away

Wani, CEO of digital loyalty systems provider Player Elite.

In fact, with the right sort of loyalty,

“If a Pub wants to launch a responsible loyalty program, the first thing they need

gaming machine console or POS.” Real time rewards are also important as

from the pub if desired.

Loyalty also happens at the staff level

to have is a pub owner or group CEO who

which means human interactions are

venues can build more targeted

is committed to the delivery of responsible

essential. “Never underestimate the value

safeguards into their gaming offering than

loyalty.”

and importance of the human interaction,”

they could otherwise have done, he says.

“Responsible loyalty means a big

A pub’s loyalty program must also be fit

Te Wani says. “Even if a player does not

for purpose, he says, and that means it must

use a membership card, this does not

focus on KYC – Know Your Customer.

meet the consumer needs and the pubs

mean they are not loyal. Staff need to

Responsible loyalty allows a pub to

capabilities. “You have to be able to deliver

be trained in RSA and RCG so they can

connect with their loyal members on a

what you say you will in the program.”

deliver a responsible place to play.”

personal basis.”

Responsible loyalty is also about giving

Pubs must also ensure they have their

It’s also important to undertake regular

Terms & Condition and the Privacy Policy

data reviews that use digital flags to

consumers information and choice, Te

reviewed by a legal professional, and

ensure consumers are not overspending,

Wani says.

they must also create processes, policies

which can be an indicator of a person with

and procedures that are designed to be

a problem, Te Wani says, which he says

followed by operational staff.

is a major benefit of using a digital loyalty

“Information for the consumer is given on how much they have spent and what loyalty they have earnt. Next, we bring

system like Player Elite.

in choice, the choice to decide how and

Responsible loyalty in practice

where they can redeem their rewards and

What are the key features of a responsible

he says, Player Elite puts the consumer

spend them.”

loyalty offering, and what makes these

first. “To hold that belief as a core value,

features responsible?

we operate with the highest integrity and

This gives consumers responsible options for how they redeem their

“Before anything happens you must be

benefits and offers, he says. One

sure all regulations are reviewed and applied

example of this may be the use of

to the loyalty program,” Te Wani says.

EFTPOS cards that cannot be converted

“A consumer should also be able to

As a digital loyalty systems provider,

ensure we meet and exceed regulatory guidelines and laws.

“By doing so, we help the pub to operate a responsible and profitable

to cash and that give the recipient

see how much they have earned in loyalty

loyalty program that works, and more

options when it comes to deciding where

points every time they earn them. This

importantly we operate loyalty programs

to spend their loyalty.

can be done via a kiosk or app or at the

that meet the needs of the consumer.”

22 | Australian Hotelier

PAYMENTS TECH

Dan O’Hara and Karen Dear from Bligh Park Hotel.

Hotel ATMs now taking flood donations THANKS TO new functionality launched

devastated by the recent floods and

turn on the donation functionality on

last year, cash donations for flood

we’re keen to help where we can by

its existing CashConnect ATM Plus, the

victims can now be made via the

encouraging donations to the Salvos

venue plans to promote the appeal heavily

CashConnect ATM Plus network at

Flood Appeal,” Bligh Park Hotel’s owner

amongst the membership.

participating hospitality venues.

Dan O’Hara says.

Banktech, which owns and operates

“We’ve always had an ATM, but now

Morgan Stewart, CEO of Blacktown Workers, says the key to collecting

the 2,500-strong CashConnect ATM

with the new donation functionality

donations is to make it easy, especially

network, pioneered the donation

enabled, we can offer everyone a very

for people who prefer to use cash. “We’re

functionality which allows patrons to

easy way to make a cash donation.”

pleased to be able to offer this easy donation

make cash donations to charities.

The donation transaction is quick and

option to our members and patrons.”

The functionality is currently proving

easy and no card is required. Users just

David Collinson, NSW public relations

useful for groups like the Salvation Army

touch the screen and select Donations.

secretary for the Salvation Army says a lot

which is currently raising funds for victims

They then select their preferred charity

of people still prefer to donate with cash

of the recent floods in NSW and QLD.

and insert their cash – notes only. To get

instead of online, so providing a handy

an electronic receipt, users can enter

cash collection point like the ATM Plus at

Sydney is one venue that’s especially

a phone number or they can wait for a

a pub or club is a good idea.

keen to support the flood appeal given

paper receipt/tax invoice.

The Bligh Park Hotel in north-western

how many locals have been impacted by the floods.

“Many of our regulars have been left

24 | Australian Hotelier

“We’re grateful to venues such as the

Blacktown Workers Club is also

Bligh Park Hotel and Blacktown Workers

throwing its support behind the flood

Club who are happy to provide the ATM

appeal. As one of the first venues to

donation facility.”

www.paulkellydesign.com

.au

DESIGN & BUILD

Big picture thinking The Crown in Brisbane’s inner north fits snugly into the local community as its operator Australian Venue Co powers through its ambitious plan to bring dozens of Queensland pubs back to the people.

HERITAGE PUB The Crown Hotel threw open the doors to the local Lutwyche community

more bespoke to the local community.”

AVC operates 86 pubs in Queensland,

in Brisbane’s inner north last November after

more than in any other state, and the project,

a major $2.4 million makeover.

announced last year, involves rejuvenating two

The historic pub has been part of Brisbane’s

dozen or so of these. The strategy was hatched

pub scene since 1881, and its operator

following a $200m deal that saw AVC take over

Australian Venue Co. (AVC) wanted to

the running of the Spirits Hotel business from

celebrate the pub’s heritage and character

Coles three years ago.

while revitalising the design and dining options.

In Queensland, licensing laws dictate that

The project saw the 140-year-old hotel

bottle shop owners must also own a pub

completely transformed to include a stylish

nearby. Under the deal, Coles and AVC

new bistro, sports bar and beer garden. AVC

formed a joint venture which would see AVC

chief operating officer Craig Ellison says the

run the pubs business, leaving Coles free to

refurbished venue offers the drinking and

focus on its bottle shops.

dining experience of a city pub, but with the

“I’m a Queensland boy so I jumped at the

casual charm of a neighbourhood hangout.

opportunity,” Ellison says. “I knew these pubs

The new food menu by executive chef Dylan Kemp and head chef Jamie Blake focuses on quality pub classics and fresh, produce-

back in the ‘80s – they were big entertainment venues and were well looked after.”

Fast forward a few decades, he says, and

driven dishes, with vegetarian, vegan and

they had become the poor cousins of the

gluten-free options.

bottle shops. “They were in poor condition. It

The latest renovation is just one example

was a huge opportunity to renovate them and

in a broader $53m project by AVC to revamp

give them back to Queensland residents, and

numerous Queensland venues and revitalise

to bring live music back to the suburbs.”

the state’s pub scene.

The focus of the renovations is on outdoor

An eclectic twist

spaces, food and beverage, with each

The Crown, Ellison says, is just one example of

tailored to their local community. AVC spent

the strategy. The renovation, which kicked off

around $2m on each, increasing their size,

in the middle of last year, took five months and

their outdoor areas, and creating lighter and

was completed in early November.

brighter dining and gaming areas, Ellison says.

“It’s not rocket science – the secret sauce is land intensification, food, and making them

26 | Australian Hotelier

DC Group Pty Ltd + Newline Design were the team behind the design and the brief included boosting the pub’s footprint.

The beer garden has a paved courtyard, feature timber pergola elements and a custom mural.

DESIGN & BUILD

Food is a focus to appeal to the local after-work crowd.

The Crown had presented some unique challenges – it is located on a busy road, it had a smaller footprint, and it was not hitting the mark with locals as the suburb’s working class roots have shifted into a broader mix of people from different walks of life, including artists and businesspeople.

“The Crown hadn’t been touched from a renovation point of view for 25 years,” Ellison says. “Not a cent had been spent on it, and it was not a nice place to be.

“The aim was to make it a true neighbourhood pub. With people working from home, suburban pubs like The Crown are trading well.”

Because of the pub’s location on a major thoroughfare, the food and beverage spaces were moved to the back of the venue.

Meeting the challenge To suit the neighbourhood, AVC opted for a more eclectic space, while keeping to the venue’s roots, with food to be a focus to appeal to the local afterwork crowd.

“We really dialled up the dining offering, and food sales are enormous – it’s been a good addition to the group,” Ellison says.

Because of the pub’s location on a major thoroughfare, noise containment was a priority, so in addition to glass-proofing, the food and beverage spaces were moved to the back of the venue.

Improved traffic flows and the sound attenuation were also important elements. “It’s the sort of place you can settle into and spend a day – the way it feels, the flow, and it’s not too noisy and as a result, it has a long dwell time.

“It’s sessionable – you can go there and sit all day

May 2022 | 27

DESIGN & BUILD

the bistro dining area features translucent wallpaper, cedar ceilings and exposed original timber trusses.

or have a quick bite. It’s light and airy and there’s lots of movement.”

The heritage aspect was also a key factor in the design. “We kept the heritage overlay of the whole pub. While we couldn’t touch the façade, we stripped all that we could and that totally changed the look and feel,” Ellison says.

“We also kept the pavilion at the back as it is another heritage feature, so now it’s an undercover dining space.”

The new spaces “The data told us there was a mixture of people – a lot of young families and young singles – a good broad demo, so we wanted a clean environment, open spaces, and to be more feminine,” Ellison says.

With this in mind, the refurbished bistro has an open-air area that looks onto the new beer garden and heritage pavilion, with seating for 140 patrons for casual drinking and dining.

“The bistro leads downstairs to a beautiful beer garden. It’s brand new, and a really popular spot,” Ellison says. “Although it’s hot in summer, the trees provide shade, and lots of people come along with their dogs.”

AVC also spent money on the gaming room and sports bar, giving it a light renovation including a new floor, wood panels, and new screens.

“It’s modern sports bar with a leather tanned overlay – it’s oldy worldly but modern in appearance,” Ellison says. “We haven’t lost that market – they still come through.”

Designing history DC Group Pty Ltd + Newline Design created the The Crown’s new design. Director Jon Mikulic says in addition to refurbishing the existing spaces, the company was tasked with and highlighting opportunities to expand the footprint and the offer.

“AVC saw the opportunity to create an entirely new venue in a location that was really quite starved for choice,” he says.

Mikulic says they sought to maintain original character of the building and its history within the local community, but with a fresh new approach.

“The new areas needed to compliment this approach without simply mimicking the original period fabric of the building,” he says. “The design changed numerous times due to heritage constraints – but the emphasis on making a connection to the new outside areas was paramount in my view.”

28 | Australian Hotelier

DESIGN & BUILD

Mikulic says refurbishments involving heritage aspects need to “carefully show restraint whilst trying to avoid the obvious twee mimicking of period features”.

“Being respectful of the origins of the building, researching the surrounds and being bold without being disrespectful are the keys to a successful outcome.”

The pavilion dining area – a refurbished heritage building – was given an opening to both sides to allow for a seamless connection from front to back and a view onto the beer garden, as well as new timber flooring and feature lighting.

The beer garden area, meanwhile, now has a paved courtyard with feature timber pergola elements and a custom mural, festoon lighting, and a heavy emphasis on landscaping.

Mikulic says the bistro dining area with its translucent wallpaper, cedar ceilings and exposed original timber trusses are among his favourite features of the refurbished venue.

The Crown has been transformed from a dark and neglected venue into contemporary pub with space and light, lots of natural wood, exposed brickworks, tanned leather, and enlarged murals on the walls to inject colour.

“The locals love it,” Ellison says. “We are seeing some of the same faces two to three nights a week, so it’s a proper local.”

jmikulic@dcg-nid.com

May 2022 | 29 AH MAY 2022 PG 29 DC Group HPH.indd 1

4/5/2022 7:57 am

TALES FROM THE TOP

Rising to the challenge Hunt Hospitality’s award-winning operations manager and marketing director Ricci-Lee Wheeler shares some of the secrets to her success.

FOR HUNT Hospitality operations manager,

Wheeler and Hunt also consulted on the TAFE

marketing director and Newcastle local Ricci-Lee

NSW hospitality curriculum. “We worked with

Wheeler, as the pandemic raged, she took up the

them, and we spoke about the pressures of the

challenge to innovate and inspire.

industry and the gaps in the existing course – which

In the face of such challenging conditions, Wheeler safeguarded sustainable business practices for the group, and also elevated her team,

for instance doesn’t cover cellar or bookkeeping,” she says.

Wheeler also project-managed five concurrent

Hunt Hospitality’s managing director Stephen Hunt

renovation projects at the peak of Covid to

said in February when she was awarded Australia’s

accommodate the 1.5m rule. She worked with

Hotel Industry Rising Star of 2021 at the National

the group’s licensees to plan out how to maximise

AHA Awards for Excellence.

capacity and customer comfort.

It’s not her first award – in 2019, Wheeler was

“We rebuilt five hotels in four days. We had

named AHA’s NSW Rising Star, and she also

multiple tradespeople on each site, and some

received a Rising Star Scholarship while at her

decisions we had to make in the moment in

former employer, Crowne Plaza.

buildings worth millions of dollars.”

Among her latest achievements was the creation

Last year, the group also bought and sold over

of the ‘Shoeless Jack’ industry companion to help

$45 million in hotels in under six months, and

the regional pub group weather the skills shortage.

Wheeler says plans are to continue growing.

“We realised the industry doesn’t have an industry

Her dual role of operations and marketing

handbook on how to run a successful pub. Information

requires different skillsets – while operations is

is handed down from publican to publican.

methodical, marketing is creative. Wheeler says

“So we documented Stephen’s teachings, I added my own, and we got the best in their field to do what they do and we followed them around and documented the process.”

The initiative saw the group named in the Australian Financial Review’s Top 3 Most Innovative

she manages this by allocating different days of the week to each.

In terms of her pub marketing tips, she advises that pubs pick their strength, and don’t do what the hotel down the road is doing.

“Find what you want to do, and find the person

Companies in the Hospitality, Tourism, Retail and

you want to tell, and then sell that over and over

Entertainment Sector last year.

and over again.”

30 | Australian Hotelier

Ricci-Lee Wheeler