5 minute read
The Playford Hotel
from Hotel SA May 2023
by Boylen
A VISION REIMAGINED : THE PLAYFORD HOTEL’S LUXURIOUS TRANSFORMATION
BY DION HAYMAN
Meandering through the exquisitely refurbished Playford Hotel on North Terrace, one is effortlessly transported to another era.
The captivating Luma Restaurant and Bar evoke memories of a European café from a century past, reminiscent of the Art Nouveau period.
The ground floor bar is spectacularly illuminated by 800 metres of artisan lighting, creating an awe-inspiring visual experience.
Upstairs, the sophisticated guest rooms and suites offer a contemporary spin on the classic style, complete with rain showers, pillow menus, Nespresso coffee machines, and ‘opening’ windows - a rare yet appreciated feature in a multi-storey city centre hotel.
The walls are adorned with artwork from local artists such as Alex Frayne, Jeremy Herbert, and Chris O’Brien.
This transformation is the result of owner Daniel Sparr’s vision. After investing $25 million in renovations and overcoming numerous challenges presented by the global events, the hotel’s metamorphosis is complete.
THE JOURNEY BEGINS
The extensive renovations began in late 2021 and concluded in early April 2023.
Veteran hotelier Steve Finalyson has recently been appointed as General Manager to lead the Playford into the next phase of its journey.
Having previously worked at the hotel during its Radisson days, Finlayson returned to Adelaide in February 2020 after spending over a decade managing properties for the company in China, including their 500-room flagship property in Shanghai.
With a passion for hotels and a clear vision, Finlayson embraced the challenge of rebranding the hotel originally built by the late Bill Sparr in 1998.
He emphasised the importance of reaffirming the hotel’s identity as a leading establishment in the city.
The aim is for the Playford to be recognised as Adelaide’s premier luxury boutique hotel – in one word, ‘iconic’.
The celebration of the Art Nouveau movement was a deliberate choice by the Sparr family.
Collaborating with cutting-edge designers, builders, and architects, as well as drawing on advice from Accor, the global hotel organisation, Daniel Sparr and his team have created a first-class product.
TARGET MARKETS
Early feedback from guests has been overwhelmingly positive, with travellers of all demographics appreciating the attention to detail and refined standards.
The growing market of executives at all levels is a key demographic for the hotel.
UNIQUE FEATURES
The Playford’s New York-style lofts feature king-size beds on mezzanine levels, accessible via striking iron staircases.
With 72 suites, comprising almost 40 per cent of its 182 rooms, the Playford offers far more suites than the average hotel.
Guests can also enjoy a large swimming pool and gymnasium, along with a highly regarded breakfast experience that spans decades.
COLLABORATION AND GROWTH
Despite increased competition from stylish hotels like Eos by SkyCity (and the elegant new Sofitel), Finlayson views these establishments as allies rather than rivals.
By collaborating on marketing strategies and selling Adelaide as a unified destination, hotels can cater to different guest needs and preferences, ultimately benefitting the entire city.
With city traffic inching closer to pre-global event levels, there is confidence that the market will continue to grow.
The AFL’s Gather Round event was a perfect opportunity for the Playford to showcase its transformation and celebrate its renaissance.
A COMPLETE TRANSFORMATION
Throughout the renovation process, all staff were able to retain their positions. In fact, the hotel continues to recruit as demand returns to normal.
Finlayson praises the dedicated and passionate team at the Playford, attributing the hotel’s success to their collective efforts.
He emphasises the importance of the hotel’s familydriven business model in creating a unique service experience for guests.
EMBRACING THE VISION
The hotel’s vision and mantra are crucial to the Playford’s ambitions.
With 150 employees working together towards a common goal, the establishment is poised to reach new heights.
Finlayson highlights the importance of every team member’s commitment to providing exceptional service and maintaining the highest standards, which will ultimately define the Playford’s reputation.
EXPANDING THE HOTEL’S REACH
While modern marketing methods, such as online influencers, can extend the hotel’s reach, it’s word of mouth that remains the most powerful tool for promoting the Playford.
Personal recommendations from satisfied guests are particularly valuable when considering the luxury tariffs ranging from AUD 400-500 per night.
THE FUTURE OF THE PLAYFORD HOTEL
As the Playford Hotel continues to grow its reputation and occupancy, the focus remains on maintaining the exceptional standards that define this Adelaide icon.
The hotel’s commitment to providing an unparalleled experience for its guests, coupled with Finlayson’s extensive international experience, ensures that the Playford Hotel is set to thrive in the years to come.
This revitalised establishment, with its unique blend of timeless elegance and modern luxury, is a testament to the dedication and vision of its owners and staff.
As the Playford Hotel embarks on this exciting new chapter, the Adelaide community and visitors alike can look forward to enjoying the exceptional hospitality and service that have come to define this iconic destination.
