Lakes Edge: Holiday Cottages Country Elegance and Luxury

A sizeable 19th century country estate with many acres of land and outbuildings ripe for conversion can offer a stunning landscape for luxury hospitality opportunities. Bill Lumley pays a visit to Pudleston Court in deepest Herefordshire to witness the renovation challenges and opportunities at the top end of luxury accommodation just as lockdown lifts.

Scale of Lakes Edge Accommodation

Total number of guest properties 7

Gaggles guest capacity 8

Butlers guest capacity 8

Farmhouse guest capacity 12

Poachers lodge guest capacity 6

Adam’s lodge guest capacity 4

Eve’s lodge guest capacity 4

Gardeners Cottage (Dec 2020) 4

URL: www.lakesedge.co.uk

DINING AREA

GETTING BACK to business as usual is proving a great challenge for just about every hospitality property. Occupancy rates alone are an unknown as B&B and hotel doors open across the UK to a litany of restrictions. Yet within days of reopening on 4 July, the main rental cottage at Lakes Edge in Pudleston, Herefordshire, found itself fully booked to the end of August.

The exclusive holiday location offers a number of elegant properties and gatehouse lodges in its grounds. Its first guests since the provisional end to the lockdown last month have been those who had rebooked during the pandemic, or who were returning for a few days to complete a holiday interrupted by the lockdown.

lakesedge.co.uk f. @lakesedgepudleston

OWNERSHIP

Current owners of the estate George and Bridget Sideras had lived in London for many years before they left the UK for Cyprus with their family a decade ago. After a few years they decided to move back to the UK, and rather than returning to the bustle of the capital they came to acquire Pudleston Court in deepest Herefordshire.

The county itself is situated in the West Midlands between Worcestershire to the east, Gloucestershire to the south, Wales to the west and Shropshire to the north.

George and Bridget found the property and its 50-acre plot advertised in Country Life, represented by Savills Estates, and were immediately taken with its stunning parkland, woodland trails, lakes, streams and formal gardens, including a wonderful walled garden.

STUNNINGLY REMOTE

Pudleston village itself is a long way from any population centres. Situated 7 km east of the town of Leominster, 20 km north of Hereford, 25 km due west of Worcester or 30 km southwest of Kidderminster from where it is accessible by country roads, Pudleston Court is splendidly remote. To give you an idea of how far off the beaten track the property is, it suffers almost zero light pollution, with the result that guests can see all the stars in the sky on a clear night.

A HOLIDAY LET BUSINESS IS BORN

Unsurprisingly, large projects are not cheap, and a great deal of money was spent in renovating the main house alone. Upon realising the enormous expenditure required to maintain the estate, the couple decided that Pudleston Court could become self-funding in order to continue the restoration and maintenance work needed, as well as providing an income for the estate.

They set about renovating existing cottages on the estate into luxury holiday let homes. They then appointed a general manager, Janet Taylor Martin, to develop a holiday let business, and renovations began on the existing staff quarters, the gatehouse lodges. Janet was then appointed, and with a background in luxury international hospitality and the presentation, brochure production and promotion of destinations, her key function is to market the business, deal with all procurement and on-site management at the newly developed holiday let business.

GUEST PROFILE

Although Lakes Edge attracts a wide cross section of visitors seeking a relaxing stay in opulent surroundings, its guests typically fall into three main categories:

Groups of ladies. Often on a luxury catch-up weekend, such guests come to stay at Lakes Edge primarily for the leisure facilities, the sizeable properties, and the privacy. They want to bring their shopping with them and hunker down with a glass of wine in the hot tub.

The romantic getaway couple. They want the seclusion of the estate but like the ease of which they can access the local towns for a meander around the markets or a ramble along the walkways with a pit stop in a local pub. They like restaurant recommendations and local knowledge. They also enjoy the woodland walks here, and there have been several proposals by the lakes.

Families. Families really make the most of our properties with the swimming pools, we accommodate food deliveries so they can have everything they need ready for when they arrive. Many families come to us for that time away: they want to know the kids will be entertained, but they can also relax. They are getting back to nature on the estate, walking the dogs in the woods, getting the children away from screens and enjoying their time together in a safe, quiet environment.”

GATEHOUSE LODGES AND COTTAGES

The estate has two historic, grade-II listed gatehouse Lodges - Adam and Eve - surrounded by woodlands and overlooking the lake. “It’s a very secluded romantic setting whatever the season, and each has hot tubs, barrel saunas and covered outdoor social dining area with BBQs.”

The profile of the guests here is mainly couples, says Janet. “We have anniversaries celebrated here which was also the location of a recent marriage proposal!”

The Gaggles sleeps eight guests and offers a luxury cottage with its own leisure facilities, an indoor swimming pool, a sauna and a steam room. Guests here are predominantly families, sometimes involving multi-generational groups or various households, she says. Meanwhile Butlers cottage sleeps eight and is popular for family gatherings and groups of friends.

FEEDING GUESTS

As a self-catering holiday business, Lakes Edge does not offer on-site catering yet. However, the estate can organise a chef to come into each individual property and cater for parties of eight or more. Meanwhile plans are afoot to open a bar in the main house for guests use at weekends.

“Our management is well versed in recommending exceptional eateries in the area,” adds Janet.

STAFF

Lakes Edge currently employs seven staff but as we go to print a new employee is preparing to join to manage the grounds, bringing the groundsmen staff total to three. The estate also has a full-time and two part-time cleaners whose number may increase to four as the demands of pandemic compliance are evaluated.

WELCOME PROCEDURE

Check-in at Lakes Edge has in the past been a great way to welcome and greet guests and explain the functions of the house, says Janet. “We can offer them an insight on what is on offer to do during their stay. We offer a discreet on-site concierge service where guests are confident they can contact a member of staff on-site at any time.

“Our welcome pack includes in the basket, an array of local products, including preserves, biscuits, savoury snacks, local cheese and wine.”

Guests are also encouraged to pre-book a supermarket delivery, where our staff will pack away if it arrives pre-check in, she adds.

“Due to the new WHO guidelines we are now only leaving a bottle of Champagne as a welcome gift,” adds Janet, “whereas before COVID-19 guests would have received a welcome basket with a variety of local produce.”

POST-LOCKDOWN MEASURES

The business is carefully following not just WHO guidelines but also the advice being given out by the tertiary sites it uses, including Airbnb, TripAdvisor, Booking.com and HomeAway.

“We were looking at having to leave 72 hours between bookings. This has been reduced to 24 hours on the condition that we conduct a deep clean between every set of guests,” says Janet.

Most of Lakes Edge decorative soft furnishings have been removed, including throws, rugs and cushions, she says. “Our properties are immediately aired as guests leave and our staff access the following morning 24 hours later.”

Cleaning procedures include steam-cleaning upholstery and curtains and ensuring all surfaces are cleaned or wiped down with antibacterial products. “Attention to detail is now imperative as everything metal or plastic could be a conductor of the virus,” she says. All staff must now also be dressed in PPE, and they must wear masks whenever there is any interaction with guests.

Before the sudden lockdown brought about by COVID-19 in March, property turnaround was six hours, with a 10am checkout for one set of guests and 4pm check-in for the next. “We are now following WHO/government guidelines and allowing at least 24 hours between bookings,” she says. “The properties are immediately aired, and our domestic staff are following new deep cleaning procedures and to ensure the safety of guests, hand sanitisers are provided. Our cleaning staff are now fully kitted up with PPE, gloves, shoe protectors, masks, aprons.”

She adds: “We are taking measures to ensure the handover of keys to property can be carried out in a socially distanced way, for example ensuring that keys are cleaned.

"OUR TWO GROUNDSMEN - SOON TO BE THREE - MAINTAIN TO A HIGH STANDARD THE PARKLANDS, WOODLANDS AND ALL GUEST HOUSE GARDENS."

THE GAGGLES KITCHEN

Government work safety advice: bit.ly/lakes-advice

THE POOL AT THE GAGGLES

A feel for the customer experience can be seen on TripAdvisor where reviews for the main cottage are 100% positive, being awarded a Certificate of Excellence

“We also ensure that staff cleaning the accommodation between stays follow full government handwashing guidelines, and we maintain a comprehensive checklist of all hand contact services to be cleaned throughout the property when each guest vacates.

“Ultimately our procedures ensure that we only leave guests with goods and facilities that are verifiably COVID-free, down to ensuring all TV remote controls are thoroughly cleaned between guests.

“COVID-19 has meant a whole new way of working for us/our staff, and it is critical that this is embedded in the operational culture at the estate,” she stresses.

Like so many other high-end properties around the UK, Lakes Edge finds itself having to cancel plans it had made to improve the guest experience. Abandoned ideas for this season include picnic hampers, BBQ packs and breakfast hampers.

EVENTS CENTRE

Before the lockdown, building application had been approved to build a multi-million pound events centre on the estate. These plans are on hold due to the wish to “pilot” weddings in the Main House.

“George and Bridget have already successfully held large-scale weddings for family members here, and they could allow the change of use to certain areas of their house to be used for functions. We are currently awaiting council approval for this change of use,” she says.

“We could accommodate 80-100 guests at an event with 50 overnight guests. Initially all catering and wedding arrangements would be outsourced, but we hope to include this in-house in the future.

COUNTRY ELEGANCE

Again in keeping with the entire estate, two new properties - The Farmhouse and The Poachers Lodge - have been finished in an elegant country style, with farmhouse flag-flooring, oak furniture, vintage leather and tweed seating, wood burners and bespoke handmade shaker-style kitchens. Both properties have an indoor pool. All bedrooms have a luxury en-suite with shower. The master bedroom in the farmhouse has a bathroom with large walk in shower and roll top bath. There is also a wet room rain shower for potential guests with reduced mobility. Both properties can be accessed without steps. The new properties will be able to achieve 12 weeks minimum throughout the year and at least 24 weekends, and increased overall capacity from 24 to 42.

IMAGE FROM www.hayfestival.com/home Pudleston may be remote but a few miles in every direction there are festivals and fairs staged for locals and visitors alike.

In a typical year there are dozens of worthy festivals and events that attract visitors in their droves to the county of Herefordshire. This year of course is far from typical, and many events have either been cancelled owing to the coronavirus pandemic or postponed. Herefordshire Country Fair for example (delayed until 1 August) features country fair favourites terrier racing, working gun dogs, inter hunt relay, scurry racing, clay shooting, fly fishing and a parade of foxhounds.

There is the Hay Festival, the Ludlow Spring and Ludlow Food festivals, the Three Choirs Festival, as well as many other worthy local events. For example:

Postponed until 2021, a few miles west of Leominster, the Kington Vintage Show. This includes all sorts of classic and vintage vehicles and machines as well as a great line up in display ring including Inspire Mountain Bike Trails display. Also in Kington, and delayed until September 2021 .is one of the largest agricultural shows in the country, the Kington Show https://kingtonshow.co.uk/vintage/

Southwest of Hereford later this month on 22-23 Augstin Hellens Manor in Much Marcle, re-scheduled from its usual June date, find the beautiful garden and parklands brought to life with Hellens Garden Festival www.hellensgardenfestival.co.uk

”After the summer season has quietened, I will be looking at introducing corporate events and team building activities.

GREEN ENERGY

The Estate has invested in green energy, being accredited with both the Government RHI (Renewable Heat Incentive) & FIT (Feed-In Tariff) Schemes.

A Biomass multi-fuel burner, which can work off pellets or wood chip, provides heating to all the cottages (except the Gate Lodges, which are situated too far away). The huge 8,000 litre tank supplies heating and hot water.

Electricity is provided through 400 photo voltaic panels, supplying the Estate with 100 KVA.

Emergency back-up systems are provided through more traditional fuel sources, with five gas boilers working off LPG. In the event of a power cut, a generator meets the electric needs of the estate.

THE FUTURE

After being confronted with the greatest challenges hospitality owners have ever faced, and then having worked through the immediate aftermath and seen its promising results, Bridget and George are now contently looking forward to years of happy guests and a prosperous and growing luxury hospitality business.

FACILITIES

Heated outdoor infinity swimming pool sun loungers and with a gloriously bubbly hot tub

Relaxation rooms

Gym & fitness studio State of the art equipment, personal trainers and classes including yoga and pilates

Heated indoor swimming pool Indoor pool with spa bath, steam room and sauna

Sandpiper lounge