The Fed On Semaphore

By Scott Vaughan

Enjoy the feature story for the month. It’s a fantastic read and another story of innovation, resilience and longevity within the hospitality industry.

THE FED ON SEMAPHORE

The Fed is owned and operated by a partnership of Phil and Patsy who were introduced by mutual friends and associates.

Phil and his family had recently returned to Adelaide for family reasons after twenty odd years on the Eastern seaboard in the corporate sector and Patsy had recently sold her part ownership of the McLaren Vale Hotel. They both had an interest in not only running their own business but in owning and operating a hotel in particular.

Consequently, they entered into a partnership with the intention of purchasing a “renovators delight” venue and progressively introducing cultural change, building the business, improving presentation, elevating the image of the venue and renovating the premises.

After considerable research they came across the Federal Hotel in Semaphore or the “Feral” hotel as it was quaintly known at the time.

The Fed is situated in the heart of seaside Semaphore, less than 100 metres from one of the most beautiful beaches in the southern hemisphere. It is conveniently located close to public transport, the beach, shops, supermarkets, cinema, cafes, chemists, bakeries with many other facilities being only a “stone’s throw away”.

Phil and Patsy were of the opinion that the hotel had enormous potential but were also aware that tapping this would involve considerable serious work. They considered themselves up to the challenge and successfully purchased the hotel in 2002.

They immediately implemented strategies designed to reposition the hotel. Formal processes, policies and practices were implemented, the name of the hotel changed to Fed on Semaphore, to distance the hotel from being known as the “Feral” Hotel, and the presentation upgraded as they transitioned the Fed to a family friendly, zero tolerance venue where anti -social behaviour was both discouraged and penalised. Formal barring orders became common place as they divorced the hotel from its previous reputation and market position.

Having achieved what they set out to do in stage one, Phil and Patsy then proceeded to stage two which was to undertake a major redevelopment of the building. The strategy was to meticulously restore, renovate, extend and reconfigure this iconic 1865 heritage hotel. A core component was to retain the heart and soul of the old lady while sensitively integrating state of the art facilities which would sit in complete harmony with the olde world charm and architecture of the building.

A range of left field challenges, accompanied by the advent and uncertainty of the Global Financial Crisis, delayed the redevelopment. However, perseverance saw the major redevelopment successfully completed in March 2012.

While they have been associated with live entertainment throughout, involvement was increased from late 2011 to the point where The Fed is now a highly recognised and credentialled live music venue hosting Karaoke on Thursday nights and live bands on Friday nights, Saturday’s nights and Sunday afternoons.

The journey has been a constant intertwining and ever-changing mix of being enjoyable, satisfying, interesting, challenging, frustrating and amusing. In this industry, Patsy and Phil say you should always expect surprises, both good and bad, and you will never be disappointed.

Phil and Patsy have learnt through experience the many difficulties in running a small business due to increasing “Red Tape” – there has been increasing demands, complexity and uncertainty associated with operating a hotel. Management and staff time required to manage and comply with the requirements imposed upon hotels by government and regulators has effectively doubled over the journey.

Consequently, it isn’t any surprise to have witnessed the demise of the once prevalent owner operator of metropolitan pubs.

Both Phil and Patsy are extremely proud and thankful to their wonderful staff who have continued to provide excellent service throughout the challenge of COVID-19. Unfortunately, adversity brings out both the best and worst in people. The staff have endured a very stressful working environment for the past two years in having to carry the burden of the responsibility to monitor and enforce compliance with COVID-19 restrictions while copping constant abuse for their efforts from a small percentage of members of the public.

Having been members of the AHA|SA throughout the journey they will be ever thankful for the support and guidance the AHA|SA have provided throughout this time.

The past twenty years or so have flown by fairly quickly. However, the significance and magnitude of this passage of time is brought home to us when we take into account that during this time Phil’s three sons have been married, Patsy’s three daughters have been married and a combined eleven grandchildren have been born.

Twenty odd years and still going strong. The Fed is better than ever. So, do yourself a favour, come on down, relax and enjoy good oldfashioned service in a charming atmosphere and experience that warm welcoming feeling. Enjoy the diverse offering of quality live music, relax in one of their four bars, dine from the extensive “value for money” menu, select from the wide range of beverages in Fed Cellars, try your luck in the Gaming Room or Sport Bar with TAB & SA Lotteries, or stay a few nights in one of the rooms which all come with ensuites. Memories are created at the Fed.

CHECK THEM OUT: www.fedonsemaphore.com.au & facebook.com/thefedonsemaphore