The Pier

PEERLESS PIER REALISING ITS POTENTIAL

WORDS: TYLER MAUND

When Greg Maitland saw the opportunity to acquire one of SA’s largest seaside pubs, he had a clear vision in mind.

The CEO of GM Hotels Group purchased The Glenelg Pier in December 2020 with a vision of capitalising on the venue’s unrealised potential.

The Group operates 16 properties, 15 of which are hotels. A challenging task for many, but Greg has over 20-years’ experience in multi-site management.

“The Pier Hotel has one of the largest beachfront licenses in the state, and it had been totally underutilised as far as revenue and performance,” he says.

“It was dated, no money had been spent on it for over 20 years, I saw it as a dormant opportunity.”

Located on the Holdfast Promenade 15 minutes from the CBD, the Pier commands more than 80 metres of beachfront

The opportunity Greg speaks of has certainly been seized with both hands, and just over 12 months later a staged renovation is in full swing , with initial upgrades delivering encouraging results.

“I purchased the hotel and always had the intention of doing a renovation,” he says.

“The current renovation is part of a broader renovation programme which will be done over a number of years.”

HAMPTONS FEEL

The $2 million investment in upgrades are being executed in three stages, which started with the opening of Coast, a new restaurant that consolidates three previous restaurants into one.

Coast is the not-so hidden gem of The Pier, offering people an enjoyable Mediterranean dining experience by the sea in a contemporary and stylish setting that Greg says echoes the feel of the ‘Hamptons’.

“It has that sort of feel that you’re sitting in the Hamptons with white-wash floors, clean lines and a fresh look.”

“It’s been amazingly popular, we’ve essentially tripled the trade.”

Coast is open for breakfast, lunch and dinner and is the perfect spot for people to enjoy the seafood-inspired menu while enjoying the stunning views of the Glenelg foreshore.

FUNCTIONS

The hotel’s function rooms - Events by Coast - have also receiving a significant makeover.

The beachfront function rooms offer a similar Hampton-style theme with stylish new furniture, a new bar and a seasonal menu that aims to satisfy patrons all year round.

It has the flexibility to cater for meetings, and corporate events, as well as social gatherings such as birthdays or weddings.

The function rooms can be broken up into four separate rooms, with a combined capacity of 315 people.

Greg hopes that the renovated function rooms will provide a major boost to the hotel.

“We’re hoping to attract significant wedding and function trade with people staying upstairs,” he says.

The highly experienced hotelier believes that Coast and Events by Coast will be two significant factors in attracting people not only from out of town but also the Glenelg community.

“When I purchased the venue it was predominately just getting trade from people who stayed upstairs,” he explains.

“We want to not only attract the people who are upstairs but also the broader Glenelg community, surrounding areas and people coming to the beach for the day.

“It was very much a generic positioning so that we would attract people to come for the restaurant and the offer, not just because it was downstairs.”

Greg believes that The Pier Hotel stacks up well against the competition with its multi-faceted nature.

“I think the offer is equal to any restaurant in the area without a doubt,” he says

“We have a diverse offering, you can come and have a beer, have a glass of champagne or a lobster in Coast that we have fresh every day.

“You can also have your wedding or your 21st in the rooms just down from it.”

WINTER IN GLENELG

The quality of the restaurant and the functions facilities are also intended to be a magnet for patrons and guests during the difficult winter months.

“The winter trade will be more Coast, the locals and where you can drink whilst the sun goes down,” says Greg.

“With the function rooms in the winter we can book out corporates, there are also 200 rooms upstairs.

“People are coming because the offer is good, the food and quality of the drinks is good, people are coming here to dine, not just because it’s downstairs or on the ocean.”

PASSION

Greg is incredibly passionate about the hotel industry and is excited by what the future holds for The Pier.

“It’s my life, it’s been my life and my income for a long, long time,” he says.

“The Pier has been a success to date and I’m very, very happy with its performance, we’re just looking forward to the rest of the trade.”

The next stage of upgrades will focus on the Gaming Room and The Pier bar, which are set to be completed by early next year.