AUSTRALIAN
AUSTRALIA’S NATIONAL HOTEL INDUSTRY MAGAZINE
Vol. 38 No. 4 - May 2021
Navigating the new normal Head counts, app ordering and temperature checks
IN THIS ISSUE: HYBRID VENUE CONCEPTS | LEVERAGING FOOTBALL COVERAGE | DARK BEER
P24
CONTENTS & ED’S NOTE
WE ENCOURAGE RESPONSIBLE DRINKING Get the facts DrinkWise.org.au
Contents SPECIAL FEATURES 12 Live Sport: Publicans can leverage Euro
22 Hygiene and Safety: New cleaning
protocols are here to stay, even as the
and Copa broadcasts next month into
nation gets COVID transmission under
new patronage long-term.
control.
14 Beers for Winter: It’s the time of year to
showcase and celebrate dark beers. 18 Group profile: New group the people_ Ed’s Pick
PUBLISHED BY: Food and Beverage Media Pty Ltd 41 Bridge Road GLEBE NSW Australia 2037 Tel: 02 9660 2113 Fax: 02 9660 4419
are addressing accommodation and hospitality issues with their hybrid concept.
20 Signature Serve: Jump on the margarita
train with a whole heap of variations on the cocktail.
REGULARS 6 News: What’s happening in pubs across
Australia. 24 Design & Build: Public House in
Richmond aims sky-high with it’s twostorey rooftop and deck. 30 Tales from the Top: Live entertainment
has been a boon for the struggling Rocks precinct.
Editor’s Note upcoming international football tournaments can be leveraged into creating a football fan
next way in which they
base within your pub – just as you would with
can increase their trade
other codes. We’ve also got a profile of a
and better their offer –
new group, the people_, who are blending
and thereby their profits.
boutique accommodation and hospitality
And while it’s better not to be beholden to
offers within their venues to drive a new kind
trends, there are always new opportunities
of concept unseen in Australia. Check that
that can make your venue more attractive
out on p 18. And in the drinks space, we
to the public. The key is to take those ideas
look at the dark beers that are going to drive
and make them your own, adapting them to
bar trade this winter (p 14) as well as how to
your pub’s identity and for your patronage.
capitalise on the popularity of the margarita with a whole heap of variations (p 20). I’ll drink to that!
publicans might like to consider translating into something that works for their venues.
‣ POS and Op Tech
Live sport has always been a big driver of
‣ Pub Dining
business, and on p 12 we look at how two
‣ Gaming
4 | Australian Hotelier
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always looking for the
In this issue, we look at a range of
EDITOR: Vanessa Cavasinni vcavasinni@intermedia.com.au
PRODUCTION MANAGER: Jacqui Cooper jacqui@intermedia.com.au
Every good operator is
strategies, products and events that
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In the
news
WHAT’S HAPPENING IN PUBS ACROSS AUSTRALIA
Tomasetti House on Flinders Lane
MERIVALE MAKES MELBOURNE PLAY Merivale has announced that it has purchased its
we have collectively borne witness to that heady
first asset within Melbourne, with the acquisition of
mix in Sydney for decades.
Tomasetti House. The Flinders Lane building is the first acquisition
“Accordingly, we now watch with great expectation the Victorian response to this powerful marriage and
outside of New South Wales for Merivale, and
do so with high expectations based upon numerous
only the second outside of Sydney after the group
examples of market leading hospitality experiences
purchased The Quarterdeck, Narooma, on the NSW
the Merivale Group promotes.”
South Coast last month. The CBD freehold was purchased off the Sydney-
Merivale has been looking at expanding into Melbourne for some time now. Last year the group
based Millett family for reportedly more than $40
toyed with the idea of launching Merivale at Home
million, in a discreet transaction handled by HTL
into the Melbourne market, but quickly withdrew
Property. The Millett Group purchased the seven-
from those plans after it experienced immediate
storey building in 2014 for $16.2 million.
criticism from local operators who were already
Justin Hemmes, CEO of Merivale, said he was
suffering extensively from lockdowns. With the
eager to be involved in Melbourne’s renowned
hospitality scene reopened, the industry leaders
hospitality scene.
clearly felt it was the right time and method of
“Melbourne is a very special city, with a unique
moving into the Victorian market.
energy and an inimitable soul. Its local hospitality
Hemmes first stated with the acquisition of the
industry is one of the best in the world; brimming
Quarterdeck that the pandemic and the shutting
with creative culinary talent and supported by a
of borders in the past year has really made him
passionate community of diners. We are honoured to
appreciate Australian locations on a whole new
open our first venue in Melbourne, and cannot wait
level, and clearly that’s being translated to the
to work alongside so many local industry greats”.
expansion of the group further afield from Sydney.
“Melbourne’s CBD has suffered terribly from
“I have spent years travelling and being inspired
the hardships of the past year. We are committed
by places from all corners of the globe, but the
to doing everything we can to help reinvigorate the
last twelve months has certainly reinforced that
city and support it in its road to recovery.”
there is simply no place like home. I am energised
HTL Property’s Andrew Jolliffe underscored the significance of Merivale’s first move interstate. “Properties such as Tomasetti House, and clients such as Justin Hemmes are synonymous with the very vanguard of what is possible when leading
by Australia’s collective appreciation for our own backyard and am extremely passionate about continuing to invest in an industry that defines so much of our vibrant culture.” Merivale will take over the reins of Tomasetti
purveyors are matched with iconic real estate
House later in the year, and are yet to announce
applications, and as a consumer and marketplace
what the concept of the venue will be.
6 | Australian Hotelier
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NEWS
The Albion Hotel will be one of the venues taking part in the 24-Hour Party
Solotel celebrates nightlife and supports artists with 24-Hour Party Solotel is hosting a 24-Hour Party on 15
doing what they do best is palpable. We
May across 11 of its venues to boost night-
are in the business of creating incredible
time trade and support local musicians.
experiences for our guests and appreciate
The Sydney hospitality operator is
our industry partners and friends have
partnering with entertainment groups
had it tough the past year.”
Motorik, Heaps Gay, Picnic, Fruit Bowl,
The event not only presents an
and FBi Radio to present 170 hours of free
opportunity for increased trade with
live music and artists across Saturday 15
participating venues, but is actively
May and into the early hours of Sunday.
supporting up-and-coming musicians
The event will utilise 17 stages at Kings
and celebrating Australia’s talented
Cross Hotel, The Marly, The Bank, Goros,
female artists.
The Golden Sheaf, The Albion Parramatta,
“Two key focus areas of the
Barangaroo House, The Erko, Public House Petersham, The Sackville Rozelle, and The Clock Surry Hills.
programming are supporting local A key focus of the programming is supporting female artists
“It’s a celebration that dance floors are
female artists with a diverse mix of genres so there is quite literally something for
back – an experience that our venues and
conquer. They’ve worked tirelessly to
our guests have been patiently waiting
bring together an unmissable event.”
for all year. It’s also an opportunity for
emerging talent as well as Australian
everyone,” Solomon added. “There’s an incredible line up of women from headliner singer songwriter Hayley
Solotel Group to help breathe life into the
Support all round
city’s music and nightlife scene, which
Fortunately, the venues have not faced
and electronic pop and dance DJ KLP, and
is hugely important to us, and provide
any compliance or licensing issues with all
five-piece emerging Sydney indie folk band,
a platform for Australian artists after a
locations operating within their standard
Megafauna. Up-and-coming inner west
pretty flat year for that industry,” stated
licensing guidelines. Solotel also worked
12-piece funk collective The Regime puts on
CEO Elliot Solomon.
closely with the recently appointed NSW
an incredible show as does DJ Ayebatonye’s
24-Hour Commissioner Michael Rodrigues
Afro-infused electronic music.”
“With 80 plus artists, 11 venues, and 170 hours of programmed entertainment it obviously requires an incredibly
to ensure a successful event. “We are committed to doing everything
Mary to ARIA award-winning songwriter
For Solomon, heading up an operation like this increases Solotel’s reputation
detailed and organised approach. In many
we can to help reinvigorate the city’s
as ̏a hospitality leader in music and
ways, we approached this as if we were
nightlife and the music scene is a big part
entertainment.”
coordinating a music festival.
of that,” stated Solomon.
“Internally, we created a dedicated
“As a group, we’re enormously committed
“We wanted to provide a platform
to Sydney’s nightlife economy and that’s
24-Hour Party team made up of experts
for Australian artists and so far, the
why it’s important to us that the 24-Hour
in entertainment, operations, marketing,
excitement among the music and
Party involves and supports so much of the
graphics, and PR to essentially divide and
entertainment industry to get back out
industry we love.”
8 | Australian Hotelier
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Lasseters Hotel Casino in Alice Springs
NEWS
IRIS CAPITAL ADDS NT CASINO TO ITS BUSINESS One of the most truly diverse companies in the hospitality business, Iris Capital have just made their first move into another type of asset, purchasing the Lasseters Hotel Casino in Alice Springs. Ford Dynasty, subsidy to Lasseters International Holdings Ltd, has entered into an agreement with Iris Capital for the sale of the Northern Territory pub for $105m. Ford Dynasty, trading as Lasseters, has been operating the casino for the past 24 years, and it is a key landmark within the central Australian hospitality scene. At the time of purchase, Lasseters
the dedication and commitment of the
Iris Capital CEO Sam Arnaout declined
Hotel Casino featured a 75-room hotel,
staff, some of whom have been with the
to comment on the sale agreement,
188 EGMs, 21 table games and limited
company in excess of 20 years,” stated
preferring to wait until the deal was
dining facilities. However in the past eight
Lasseters CEO Datuk Paul Wong J. P.
finalised later in the year.
years alone Ford dynasty have spent in
“On behalf of the board, we wish
The acquisition of the casino is the
excess of $50m in upgrades, including
[them] the very best in this next chapter
latest diversification from Iris Capital,
expanding the hotel offer to 205 rooms
and express our most sincere gratitude
which has run several pubs in NSW for
with a 4.5 start rating, which are operated
to each and every Lasseters employee
many years, as well having a significant
by InterContinental Hotel Group. Ford
who has been a part of this most
development arm that recently completed
Dynasty have also added a commercial
remarkable journey.”
the major East End development in
health club, a day spa, and the Alice
As part of the sale, Ford Dynasty will
Newcastle, which is a mix of residential
Springs Convention Centre. It has also
retain ownership of the Lasseters brand,
and commercial properties. In late 2020
increased the EGMs within the casino
but has entered into a separate brand
the group also made a major move into
to 320, and added multiple F&B options
licence deed with Iris Capital to allow
the accommodation hotel space – one they
throughout.
them an exclusive royalty-free licence to
were already in with a few hotels around
use the brand in Australia. Ford Dynasty
Sydney – with the $180m acquisition of
a unique and diverse property on our
“It has been a pleasure having such
will retain the right to use the brand
the ibis and ibis Budget portfolio
portfolio. Lasseters’ greatest asset is
elsewhere in the world.
from AccorInvest.
10 | Australian Hotelier
MPK Hotels divests entire freehold portfolio MPK Hotels, an established pub group in Central West NSW, has sold its portfolio of five freehold pubs in one line to a new pub investment group for roughly $75 million. The five freehold pubs – The Royal Hotel, Orange; The Dudley
Dudley Hotel, Bathurst
Hotel, Bathurst; The Castlereagh Hotel, Dubbo; The Federal
The new owners are planning on acting on the approvals to
Hotel, Wellington; and the Federal Hotel, Mudgee – were all sold
further enhance the pubs’ gaming components.
to newly formed syndicate Investment Management Group Hotels (IMGH) in one of the biggest pub deals of the year so far. The deal was negotiated on behalf of MPK Hotels by Pub Brokers & Advisory’s Nick Butler. The freehold pubs were sold by respected hoteliers Nick
The acquisition of the portfolio represents the first significant hospitality transaction for Canberra-based IMGH. “The past few years have seen exciting and significant growth across the Central West NSW region and we are delighted to have made this acquisition. The MPK ownership team has done
McKechnie and Nelson Kelly, who are looking to wind back their
an impressive job of growing this iconic portfolio of hotels and
workloads to spend more time with their families.
developing best-in-class teams to support their success. Our
The hotels are underpinned by very strong earnings across
intention is to leverage these foundations to extend and evolve the
food, beverage and bottle shop sales. Passive income streams
hospitality experience for the people of Orange, Bathurst, Wellington,
driven by accommodation numbers from Dubbo and Orange are
Mudgee and Dubbo,” stated IMGH CEO Matthew Clowry.
further bolstered by 110 EGMS across the five pubs. There are
Two leasehold pubs remain under MPK Hotels management:
also three separate DA approvals for gaming smoking solutions
The Coachman Hotel Motel in Parkes, and the Western Star Hotel
at the three larger pubs, which McKechnie and Kelly chose not
in Dubbo. The latter is currently for sale, on a restapled, freehold
to act upon in order to “leave something in it for the next bloke.”
going concern basis.
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LIVE SPORT
The Euros are the third mostwatched sporting event in the world
Football fever
Not only are the Euros and Copa América an excellent way to drive more people into your venues in June and July, but they can serve as the foundation for the longer-term building of your pubs as football hubs for fans.
LAST YEAR’S postponement of both the UEFA Euro 2020 (Euros) and Copa América (Copa) is a boon for live football fixtures this year, as both tournaments are set to run over June and early July. Both tournaments have rich histories and are exceedingly popular, with the Euros being
Trading extensions While there are a few Euros matches at the group stages that will kick off at 11pm AEST, most will begin at 2am and 5am – particularly at the knockout stages when viewership and interest really ramps up.
football, think again because after that we’ll see Neymar and Messi going at it.” The spread throughout the day is also a gift for pubs, as they can capitalise on both the mid-morning-to-lunch trade with Copa, while the Euros can add to trade from
To be able to show a particular team’s
dinner until closing. And for the first time,
the third most-watched sporting event in
matches, or the even the knockout stages,
Optus Sport will have live football fixtures
the world after the FIFA World Cup and
venues will have to apply individually to
in three different time zones, as the J1
the Olympics; while Copa is the oldest
their state liquor and gaming authorities for
League will be running concurrently.
international football competition, having
trade extensions as required.
been founded in 1916. The upcoming tournaments are another major opportunity for pub venues to
“So we’ll have football running in Australian prime-time, full overnight
the Australian viewer and venue. “For the viewer it’s almost perfect for
fixtures for your European football, and then morning games in South America.
leverage when it comes to getting patrons
the fact that whilst the European time
We’ll be tired by the end of it, but the
into the venue, both for short- and long-
zone aligns with our night, overnight and
viewers will get their fill,” states Bayliss.
term strategies. These football tournaments
early morning, South America aligns with
In between the matches, Optus Sport
are a sure-fire way to get bums on seats
Australia a little bit later in the day, so on
will be providing plenty of coverage that
over the quieter winter months, but – played
some of our match days we’ll be live with
will keep avid football fans rapt on both
right – they can also be used to create an
our pre-game coverage from 9pm AEST,
tournaments – and will provide venues
additional set of regular patrons based
all the way through effectively to lunch
with a constant stream of content to
around football fandom.
time the next day, because once the Euros
keep those fans in your venue. Each
wrap up in the morning we go live to South
Euros match will have a live pre-game,
America for up to a few games every match
half-time and post-game show, as well
Both tournaments are being broadcast by
day morning as well,” explains Optus
as 24-minute mini matches, 9-minute
Optus Sport, and while both events are being
Sport’s director of sport Richard Bayliss.
and 3-minute recaps that can be shown
WALL-TO-WALL COVERAGE
held on similar dates – the Euros are running
“So it actually works perfectly in that
throughout the day. Every morning at
11 June to 11 July; Copa from 13 June to
one leads into the other. So if you thought
7:30am AEST there will be a live recap
10 July – their timing is pretty convenient for
at breakfast time you’d had your fill of
show hosted from London with some of
12 | Australian Hotelier
LIVE SPORT
the biggest names to have played the game, tailored to Australian audiences. “We’ll also have features, interviews, press
Long-term, Optus Sport’s commercial venues manager Scott Davoren sees the two tournaments as a foundation from which venues can build a
conferences – the coverage will be so wall-to-wall,”
sustained football fan base within their venues in
states Bayliss.
the same way they have for other sporting codes.
AUSTRALIAN FAN BASES While the two tournaments centre around
They can also be leveraged to build relationships with local grassroots football teams. “From my experience, It’s been a long time since
European and South American national teams,
grassroots football clubs know that XYZ pub is the
thanks to Australia’s patterns of migration they
home of Liverpool fans etc. So using events like the
have historically always been very popular with
Euros can be almost like a ‘Big Bang’ for venues
Australian audiences. And without Socceroos
to go out to new and past patrons that are football
involvement, these events give communities of
fans and let them know they are looking to build
various heritages a reason to gather and celebrate
their football presence and support again – not just
their home teams. With strong British, Italian,
for the professional leagues but for their grassroots
Croatian, Chilean and Uruguayan communities –
teams as well,” explains Davoren.
just to name a few – all around the country, there
And while venues may look to build that long-
is a significant number of Australians who are
term football presence or identity, it does not have
interested in these two events.
to come at the expense of other codes like AFL
“When you look at the numbers around European migration alone, something like 2+ million people in Australia were born in nations that are taking
or NRL. Football fans can add to your patronage, rather than replace your existing set of patrons. So while the Euros and Copa might make for an
part in this tournament and up to 7 million people
exciting six weeks, leveraging them in the right way
are one removed from being born in Europe. So
can have positive outcomes for trade for far longer
there’s a lot of heritage for Australians to go with
than that.
this tournament, and what that creates is this real atmosphere and vibrancy around the month-long event,” states Bayliss. These bases of support should lead the
Richard Bayliss’ picks The broadcaster’s director of sport, and long-time
savvy pub operator who knows their venue is a
football fan, shares with Australian Hotelier who he
central location for the community of one of the
thinks are strong contenders for each tournament.
participating teams to appeal to that community. By marketing your venue as a hub for that
UEFA Euro
national team, you could see significant patronage
“The beauty of the Euros is that there are probably
throughout the tournaments, and particularly for
at least eight teams who you could make a case for
those team’s matches.
winning it, which will make for a really interesting
THE SHORT- AND LONG-TERM STRATEGIES
which English fans won’t want to read because they
In support of venues broadcasting the tournament, Optus Sport is creating a range of marketing and invenue collateral and promotions to help venues get football fans in the door for both tournaments. These
tournament. I think England have a really good chance, don’t tend to do well at major tournaments even though they’ve always got great players. I think France will be really hard to stop given the fact that they’re the world champions, they’ve got an amazing squad and they just continue to produce immense players.”
include everything from posters, coasters, table
Copa América
cards, and trackable draws that venues can mark off
“Brazil is always the team people look at not only
the progress of the tournaments; as well as digital
because of their history but also because of the
assets for social media and in-venue promotion.
amazing football they play. If it’s a final between Brazil
The broadcaster will also work with venues on more tailored activations to start getting the word out
and Argentina, I think for most people it would be the perfect final, in which case it could go either way.”
about the events from as early as mid-May.
May 2021 | 13
BEERS FOR WINTER
Cross over to the dark side
It’s time to review your tap offering with double digit growth predicted for winter seasonal beers this winter as consumers search for warmer notes, darker colours and deep aroma and flavour.
have the potential to see a strong increase in sales in hospitality venues in 2021.
Boost in production O’Brien Beer has seen tremendous growth in its winter beers due to an increase in distribution and market demand. Its Brown Ale experienced double digit growth last year due to extended distribution and is expected to continue to progress again this year. However, it is the limited seasonal edition stout that is expected to make waves, with the brewery predicting back-to-back double digit growth years ahead. “Our Brown Ale is one of the undiscovered gems in our core range. The double gold medal winning beer continues to grow as we build distribution in retail and hospitality,” Mark Davidson, owner of Rebellion Brewing and brewer of O’Brien Beer explained. “But it is our Stout that has the potential to double
YES, AUSTRALIA has a winter. And as many publicans know, the colder months
again if we get the marketing right. Given it’s a
bring a change in consumer consumption habits. To match the high demand and
limited winter release, we have a lot of pent-up
popularity of winter beer selections, breweries are increasing production and
demand for it by the time it launches on 1 June. The
introducing limited seasonal editions which are flying out the doors. This spike
week we pre-release it to our online subscriber base
in popularity has led to double digit growth for some darker ales in the last 12
is one of our biggest online sales weeks of the year.”
months and is predicted to continue growing in 2021. Hospitality venues are also increasing order volumes to match the growth of
Time for a tap change
winter beer consumption in Australia and are having no problem selling through
In light of the expected surge in darker beers in the
kegs, as recommending darker ales is notably easier due to the confidence in
coming months, the Banjo Paterson Inn Jindabyne,
consumer experimentation led by the exploding craft beer market.
situated in the NSW Snowy Mountains region, is
Although beer consumption typically drops in winter, stouts and darker ales
14 | Australian Hotelier
increasing its dark ale volume and providing a range
BEERS FOR WINTER
of winter beer choices in its 18 taps on site. The Banjo is also home to the popular
The proof is in the pudding
brewery Kosciuszko Brewing Company
Beer & Brewer editor Gifford Lee explains why sweeter dark
which is the most sought-after beer brand
beer styles are gaining popularity.
by many who visit the pub. However, in
“With tastes already swayed to the sweeter end of the craft
addition to its own Kosciuszko Pale Ale and
beer spectrum by the extreme popularity of the New England
seasonal Kosciuszko Ale, the Banjo also
IPA, the rise of the dessert-style beer in Australia may well
rotates in seasonal beers including White
have been an inevitability. But during the age of COVID we
Rabbit Chocolate Stout, White Rabbit Dark
have seen a massive increase in the amount of breweries offering the likes of pastry
Ale and Guinness.
stouts and flavoured porters, whether as limited releases or core range staples.
“We see a higher consumption of darker
“For obvious reasons this has largely been an at-home phenomenon so far as
ales during the winter months. We find they
consumers looked to broaden their flavour horizons during periods of lockdown.
are more suited to drinking over the colder
However, I’d guarantee these trends will continue this year as people venture out
periods and people are looking for a full-
more and dedicating a tap to one of the many excellent options on the market
bodied alcohol experience,” Banjo Patterson
would be a savvy decision during winter. Just like hard seltzers have opened up a
Inn licensee Cameron McKid said.
whole new audience to venues the dessert-style beer has the same potential as it
“Overall, we have seen consumption of
is an intriguing alternative to many craft beer styles. Some palates are turned off
craft beers increase with consumers being
by the likes of hop bitterness but very few can pass up on a chocolate porter or, at
more aware of what is available to the
the more extreme end of the category, a toasted marshmallow and salted caramel
market. We rotate our taps regularly to
pecan mud cake pastry stout.”
keep in trend and theme with the seasons.”
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BEERS FOR WINTER
We always provide training and education on any new craft (including dark) ale that comes into our venue. We believe knowledge is power and the more our staff can discuss quality beers with consumers the higher the turnover. Cameron McKid, Hotel Licensee, Banjo Paterson Inn
Tips for selling winter beers Mark Davidson of Rebellion Brewing shares his tips for selling more units of dark beers. • Suggest them as a
More persuadable than ever
staff, according to McKid. He believes instilling
delightful, rewarding
The innovation of the growing craft beer market
knowledge into staff is an important avenue
indulgence.
is shifting the decision making of the consumer,
to generating discussion and breaking down
translating into beer drinkers becoming more
barriers with patrons.
comfortable with experimenting and branching
“We always provide training and education
•A lot of regular beer drinkers think of stouts and porters as too
out to winter lagers during the colder months
on any new craft ale that comes into our
challenging, or simply
this year.
venue. We believe knowledge is power and
too “strange” because
the more our staff can discuss quality beers
it’s not what they’re
a vast range of hoppy pale ales and IPAs and
with consumers the higher the turnover,”
used to, however, a lot
fruit-based sours. As a result, the expanding
McKid said.
of these styles are highly
Craft breweries are exposing consumers to
palate is becoming accustomed to winter beer
On top of having a unique flavour range,
flavours as well, which can include chocolate,
dark ales, porters and stouts also offer an
molasses, coffee, liquorice, caramel, banana,
opportunity for staff to suggestive sell towards
toffee, raisons, and even dried fruit.
a broader demographic of beer drinkers with
meal occasions which
the winter beer flavours pairing well with
are about savouring good
hearty meals like roast meats and pies.
food and good beer -
This trend creates an opportune time to suggestive sell new flavours and even offer tasting panels for those looking to expand their beer range.
Winter is the season when consumers look
drinkable, and it’s up to staff to communicate this. • Market them in low-key
suggesting that part of
past lighter pale ales and select stouts and
the enjoyment of the
brown and dark ales that bring warmth and
darker beers is having
Key to persuasion
comfortupon consumption. With growing
them with food and how
With the unique range of flavours on offer to
demand for more tap selections and increased
much they enhance the
the experimental consumer, knowing your
production from breweries, now is the time to
overall experience.
keys to suggestive selling starts with educating
cross over to the dark side.
16 | Australian Hotelier
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GROUP PROFILE
(l-r) Sam Bull, Creative and Opening Chef; Andrew Taylor, Founder; Paul Schulte, Founder; Joanne Sproule, Group GM – Accommodation; Danny Webster Clamp, Group GM – Hospitality; Tim Philips, Beverage Director; Emily-Jane Toms, Marketing Manager; Dean Leibowitz, GM – Brand.
By the people_,
for the people
There’s a new group on the Sydney scene that’s disrupting traditional hospitality and accommodation models to bring local communities more holistic lifestyle venues.
THE PEOPLE_ is a new group within the Sydney
something that we really believe in and that we
market driving a new concept of venue that blurs
think Sydney is lacking,” explains Taylor.
the lines between hospitality, accommodation,
Unlike other operators, the people_ will not
lifestyle and wellness to create suburban venues
operate every aspect of each venue, instead
that tailor their experiences to the local community.
creating partnerships with businesses that are
The group is founded by Andrew Taylor, managing
known for a particular type of offering. For
director of Cre8tive Property, with almost 20
example, at their first venue to open, The Norfolk
years of experience in hotel development, design,
in Redfern, a wine bar and café will be run by local
investment and operations; and Paul Schulte, the
and esteemed hospitality operators.
creative director and partner of The Keystone
“We’ve got partnerships and experts in field
Group for 15 years, responsible for creating the
that will ‘plug in’. That will be a part of our brand
concepts of venues such as The Winery, Cargo and
going forward, working with people who do certain
Prince of York – venues that are still popular today.
things super well and bring their own spin on it, and
The pair has known each other for well over a
ideally are from the area. And if we were going to go
decade, and have been planning the launch of this
to the Hunter Valley or Melbourne we’d do exactly
hybrid model for some time, drawing inspiration
the same thing,” says Taylor.
from similar concepts overseas like the Soho House and Ace Hotel venues. “We’ve wanted to do something in the hotels and
Focused on the neighbourhood Schulte and Taylor have hit the ground running,
lifestyle space in Sydney for a long time, and I think
acquiring five pub venues across inner Sydney – The
in the last year it was a case of right time, right
Norfolk, Redfern; The Camelia Grove, Alexandria;
place and then right partnerships. This is us doing
The Exchange and Town Hall in Balmain; and The
18 | Australian Hotelier
[Developers] might be looking at it twodimensionally but we’re looking at it in a holistic way to maximise that property value. Paul Schulte, founder.
GROUP PROFILE
Exchange in Darlinghurst – to transform
rooftops, lounge areas – we’re going
with their new concept. And while all
to incorporate that into ‘the house’
venues are pubs to date, it’s their location
concept,” says Joanne Sproule, group
that is the key focus, particularly when
GM – accommodation.
it comes to the accommodation offer. The people_ are betting on two key shifts
Big plans
within the accommodation market: that
So why kick off this new concept with five
travellers want to have more authentic
venues, rather than testing the waters with
experiences in inner city suburbs rather
one or two first?
than just staying in tourist-focused CBDs;
“It’s all about belief! The idea is
and that younger renters are looking for
strong, and when you talk to people
affordable options in neighbourhoods that
about it, they’re like ‘wow that’s such an
they are being priced out of.
obvious solution to what’s going on in the
“Approachability is an important play
market,’” states Taylor.
and we see that as a huge thing, as the cost of living is really becoming quite ridiculous in Sydney. Unless you’ve got huge deposits, this younger generation is
For Schulte, it’s also about rectifying The Norfolk in Redfern (pictured to prior to renovations) will be the first venue to open at the end of the month
moving elsewhere. We want to be able to give them the platform to stay in Sydney in
some foundational issues he and Taylor have witnessed in both the hospitality and accommodation industries long-term, in terms of affordability and the shift in
While The Norfolk will have a few
consumer thinking around accommodation.
these areas and live in an affordable way
accommodation rooms, that site will cater
“Andrew and I have known each
where they’re connected to a whole heap
to its community in a different way. The
other for over 15 years, so this is not an
of services, bars and restaurants that we
space has always had a large beer garden,
overnight decision. This is a combination
have got access to,” states Schulte.
and the group sees plenty of potential for
of us knowing we can solve developer’s
To drive the authentic neighbourhood
that space to underpin the venue. With
problems through accommodation and
feeling home, each venue is looking to hire
few backyards in Redfern, The Norfolk
hospitality in a unique way. Both are
staff that mainly live within the area.
is being positioned in one way as the
fundamentally broken in this city, so is it
suburb’s communal backyard.
risky? Yes, everything is risky.
“We want to give back to the community. Where I was brought up
“We said we wanted to be Redfern’s
“But there’s multiple ways we can
[in the UK] you’d work in the local pub
best backyard and every backyard in
use these assets to solve those two
and you knew everyone who came in. It
Australia has a barbecue, so that’s the
fundamental problems which are not
became a community-based place for
dining concept. It will be really relaxed
going away. [Developers] might be
people, and for us that’s really key,”
with a choose-you-own-adventure to build
looking at it two-dimensionally but we’re
explains Danny Webster-Clamp, group
your plate. There will be some pub cuts
looking at it in a holistic way to maximise
GM – hospitality.
and classics on there, and simple choices
that property value.”
No copy and paste
of proteins and veg for lunch and dinner. But all concepts across the business will
With integration into and tailoring for the
be completely different,” comment Sam
local community driving most aspects
Bull, creative and opening chef.
of the business, none of the venues will really offer the same thing. “There’s no cutting and pasting going on here. Using The Exchange in Balmain as
The same can be said for
The people_ expect to expand in coming years, with regional and interstate venues. “It’s a fairly ambitious plan because we know it’s got a lot of potential, so it’ll be interstate and regional as well. We’re
accommodation, and for the wellness and
already in those discussions with two key
lifestyle aspects of each venue.
regional assets – one in the Blue Mountains
“It really depends on the
and one in the Hunter,” states Taylor.
an example, we’re turning a space which
neighbourhood and the building and
was 50 per cent hospitality into about 20
what makes sense for that asset as well
“It’s a long-term play. This is a 5-10
per cent, and making the rooms aspect
as the community. For example, we
more dominant. It’s a different site that
might not do yoga closes in a near-CBD
Norfolk and Camelia Grove, are expected
favours rooms more than hospitality. Every
location, but say in a more residential
to open at the end of May and mid-June
site will be different and every site will be
area that might work. And the spaces
respectively, with its other three venues to
partnership-centric,” explains Schulte.
that we have whether they’re terraces,
be opened in early 2022.
year plan to scale up.” The people_’s first two venues, The
May 2021 | 19
SIGNATURE SERVE
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of sage.
Margarita INGREDIENTS: 40ml Blanco Tequila 20ml Marie Brizard Triple Sec liqueur 30ml Finest Call Single Pressed Lime Juice 10ml Real Agave syrup Lime for garnish Sea salt for glass Prepare the glass with a salt rim ensuring the salt is on the outside of the glass. Shake and strain all ingredients (except salt and lime) with ice and double strain into a pre-chilled coupe or margarita glass. Garnish with a thinly sliced lime wheel placed on the top of the drink, to float.
20 | Australian Hotelier
HYGIENE AND SAFETY
Keeping it clean The public is eager to support hospitality venues which strive to set a high priority on creating a clean and hygienic environment. By Dan Hughes.
THE KEY to hospitality recovery
and heighten the importance of cleaning
continuing throughout the year will
more surfaces regularly.
rest heavily on the ability of venues
Dr Greg Whiteley of Whiteley
“It’s been a big shift in how we run the cleaning in the hotel. For the first time we’ve had a checklist each day for things
to maintain and manage thorough
Corporation believes patron concern
related to COVID. It was mandatory but
cleaning procedures, enforce safe
about the risks of the virus is trending
I don’t think any venue would complain
hygiene practices and creating a safe
downward, but said it is not the time for
about having a COVID-safe plan. It was
environment for patrons and staff.
venues to become complacent.
also suggested to staff that we fall back
Those elements may have been easier
“As our general concern levels about the
to maintain in the past, however, more
risk of COVID-19 in Australia drops, our
pressure is being placed from consumers
focus on effective cleaning and disinfecting
to present a safe environment at all times
shouldn’t,” Whiteley explained.
due to concerns surrounding COVID-19.
“We have seen recently how a cleaner
on the old saying ‘if there’s time to lean there’s time to clean.’” Taking a thorough approach on both sides of the bar is Collingwood pub The Fitzroy Beer Garden. Co-owner Sam Silva
As venue capacity rules continue
in New Zealand acquired COVID-19 even
and restaurant manager Darren James
to ease, the on-premise industry faces
though they were vaccinated. Continue to
said since reopening the venue after
a greater risk of exposure. Hospitality
regularly clean and disinfect all surfaces,
forced lockdowns the staff roster had to
venues have seen a shift in cleaning
particularly high touch surfaces i.e., door
reflect updated safe hygiene practices.
operations with the introduction of
handles, counter tops, tabletops, EFTPOS
COVID-safe plans and daily checklists.
units etc.”
Customers have also had a shift in
Although heightened cleaning operations
“A compulsory team meeting was called as we opened after the lockdown and there was emphasis on the new cleaning
behaviour and are more willing to support
were difficult to adjust to for regional
regimes. These regimes and procedures
a venue if it follows up-to-date cleaning
Victorian pub Meeniyan Hotel, it quickly
have become a part of our daily routines
methods and presents a clean and safe
updated its procedures and is still actively
and as new staff are inducted they
environment to socialise in.
maintaining healthy cleaning habits.
are brought up to speed on our new
“I think many hotels were in the dark
practices,” Silva said.
A shift in expected cleaning
early on during the pandemic and there
“We have adjusted the roster to make sure
There has always been a need to
was plenty of uncertainty over the rules
that a staff member is more dedicated to the
maintain a hygienic workplace, from
and what you could and couldn’t do –
floor to ensure that the tables are sanitised
the bar, dining tables and chairs and
not to mention the rules were changing
immediately, the old menus are removed,
the bathroom. However, since the start
at a rapid rate. We used the resources
cleaned and replaced with a new ones.”
of the pandemic venues are instituting
provided by the AHA,” general manager
COVID-safe plans to help with tracing
Andrew Willcocks said.
22 | Australian Hotelier
James added: “New daily sanitising rosters have been implemented on the
bar to include the wiping of bottles, card
bar and regularly sanitising throughout
machines and other continuously used
their visit.
items to ensure the bar is a safe haven.
Willcocks noted the importance of
These are implemented especially at
maintaining hygiene practices has been
shift change when risk of contamination
well received by both customers and staff
is higher.”
in his venue since the pandemic started. “Customers are much more considerate
Cleaning out customer concerns
to the additional cleaning we undertake.
Having a COVID-safe plan is the first step
Perhaps turning a table around may take
to ensuring customers feel comfortable
more time and I think that customers are
visiting a venue. But with any increase in
more understanding,” he said.
operations, specifically cleaning, comes a longer wait time. However, in the last few months customers have become more patient and understanding of waiting times of
James believes COVID checklists are here to stay and will be “pivotal” in retaining trade and driving customers through the Fitzroy Beer Garden’s doors. “These regimes will stay in place
service and entry. Patrons have also
for the future as there is no need to
become accustomed to self-cleaning and
reduce it. I think as an industry that
distancing regulations upon entry to a
is so customer-based, striving to be
venue, including being seated in smaller
cleaner, better and more environmentally
groups, standing further away from the
conscious is pivotal.”
New cleaning regimes are a big focus of staff training and rosters at Fitzroy Beer Garden
DESIGN & BUILD
24 | Australian Hotelier
DESIGN & BUILD
A roof with a view Jon De Fraga has always had grand plans for Public House in Richmond, and they’ve been realised with the addition of a two-tiered rooftop that gives 360° views of Melbourne’s skyline.
May 2021 | 25
DESIGN & BUILD
We’re booked out six weeks in advance, and we’ve put minimum spends on some of those booths on the Friday and Saturday evenings, which is working pretty well.
The Rooftop’s steel structure, clear blinds and retractable roof allow the space to be used in any kind of weather
26 | Australian Hotelier
DESIGN & BUILD
The two-storied rooftop is a completely new addition to the pub
JON DE Fraga has owned Public
set-up has been rearranged with a new
House in Richmond since 2013.
timber-clad bar moved to the back of
The last time the pub had a major
the space, where previously it had been
renovation was with the previous
in the centre of the space. Instead,
owners in the early 2000s, so
the dancefloor has been moved to that
the venue was in need of some
centre space to allow patrons to dance
refreshing. While thinking about
on into the night. Old bluestone and
how to reinvigorate the pub, De
brickwork that was discovered during
Fraga also noticed a change in the
the renovations have now been restored
local entertainment scene as the
and displayed as a feature of the
traditionally younger patrons that
heritage of the building.
the group catered to had started to
been an underutilised functions area
hospitality and entertainment needs.
has been reinvented as the Public
“Richmond kind of lost a little bit of
Lounge, a chic cocktail lounge and
trade to Flinders Lane for a while. It
functions space featuring curved
had been the cool spot to go to for a
velvet booths, brass features and art
little bit, but other venues had been
deco style lighting. The Public Lounge
opening up around us and they were
opens up to a terrace bar, which is
newer and a bit fresher so we lost a bit
semi-enclosed, heated, and ready for
of the crowd. So we thought to try to
functions at any time of the year.
recapture that crowd we’d have to rejig the venue.” Wanting to capitalise on views of the Melbourne’s CBD and the Melbourne Cricket Ground (MCG), the publican
The renovation of this particular floor was in response to the growing presence of one specific demographic in Richmond: the corporate market. “We wanted to target the corporate
had been thinking for a long time about
community for lunches and post-
doubling the height of the pub by
work drinks. The area is becoming
adding two storeys of rooftop space,
more corporatised right around us
that would allow patrons to soak in the
really, with big buildings being built
views of the area while having a meal
around us, and some head offices have
or enjoying a beverage with mates. In
moved, in like MYOB and Car Sales.
2019, he decided to pull the trigger.
So that little hub around Richmond and
A NEW LEASE ON LIFE What began as a four-month build
Cremorne has exploded corporatewise,” explains De Fraga. “So we wanted to target them with
turned into an 18-month overhaul –
packages to come in for drinks and
partly due to the pandemic and partly
nibbles. We’ve got an area where they
as the renovation plans expanded.
can have their own space and there are
While initially the idea was solely to
projectors so they can host meetings,
add the extra two floors – a massive
which we can cater for as well.”
structural undertaking in itself which and reinforcement than first thought –
A DIFFERENT KIND OF ROOFTOP
De Fraga and his team also made the
The shining star of the reinvented Public
decision to re-work and refresh the
House is the new two-level rooftop and
original two floors of the venue as well.
deck, with uninterrupted 360-degree
ended up requiring more engineering
The end result is a sleek yet inviting The ground-floor public bar
The first floor, which had previously
gravitate towards other areas for their
views of Richmond Parklands, the
venue with a French Riviera-inspired
Eastern suburbs, the MCG and the city
aesthetic. The ground floor public bar
skyline. The Rooftop Deck, the first of
May 2021 | 27
DESIGN & BUILD
the two new outdoor floors, includes two separate bars to service patrons around the space. The entire space
The tiered booths are booked out six weeks in advance for weekends.
is open-air, however a retractable roof and transparent retractable blinds mean that the entire deck can still be used in wet weather. Misters and heaters are also used to combat the elements. “You can still get all the view but if the weather turns pretty nasty you can bring the blinds down, you’ve got heaters in there. It becomes fully self-contained.” The highest floor, the Rooftop Garden, is the showstopping component of the venue that has people returning to Public House in droves. The floor is built up in stepped levels like an amphitheatre, with several booths on each level – meaning no matter where you sit up there your view of the skyline is unimpeded. The area is shaded with umbrellas, but De Fraga already has plans to add more inclement weather protection to the area. “We did initially think about having a flat rooftop
Views of the CBD from the rooftop
On to the next Jon De Fraga also owns
but lots of people have those and we wanted to do
the Swan and Kingston
something a little bit different.”
Hotels – also in Richmond
BUILD IT AND THEY WILL COME
of this renovation the
Since reopening in December, the venue has been booming – within COVID restrictions – and has recouped a lot of the patronage that it had lost over the years. The two new rooftop floors are a large part of the success of the venue, as Melburnians thirst for some open-air socialising. “It’s been really popular. Obviously we still need to
– and hot off the heels publican is now looking to revamp the Kingston Hotel. While that project will not be to the same scale of Public House at roughly half the budget, De Fraga is looking
abide by the COVID restrictions we have in Melbourne,
forward to giving that
so we’re still on limited capacity, but we’ve basically
venue a new direction.
been booked out every Friday and Saturday since we
“It’s a gastropub I’ve
opened. We’re booked out six weeks in advance, and
had for about 20 years
we’ve put minimum spends on some of those booths
which has been in and
on the Friday and Saturday evenings, which is working
out of the Good Food
pretty well. Hopefully that continues,” states De Fraga.
Guide over the years, so
The venue is now so popular, the publican had to put on an extra full-time staff member just to keep up with booking enquiries, which average about 200 per day. It’s a welcome change from the absolute lack of trade in 2020, and one that De Fraga took a gamble on by not tamping down on the renovation plans when pubs were shut down. “We just pushed ahead [with the plans] and crossed our fingers, because you never quite knew what the opening date was going to be. We didn’t alter the design or the budget much, but things were very tight, let’s put it that way! We were running out of funds.” It’s safe to say that by sticking to the plan, the gamble has well and truly paid off for Public House in Richmond.
28 | Australian Hotelier
it’s always been in that Top 10 for pub food [in Melbounre]. We’re not going to gut it, but just change it, with a budget of about $1-1.5 million. “So a pretty good refurb, focused on changing the direction of it to a steak and seafood restaurant. So fingers crossed that that one works too. That’s the next project.”
61 2 9660 8299 paulkellydesign.com.au
Ruse Bar and Brasserie Parramatta
Live entertainment in the al fresco area of the Fortune of War
Entertainment amps up trade
TALES FROM THE TOP
Al fresco live entertainment has been a saving grace for venues in The Rocks, including The Fortune of War. THE ROCKS in Sydney has been one of the hardest hit areas of
come down here once, many
the country in terms of the reduction of trade. Heavily reliant
people have come down
on international tourists and corporates, the area’s hospitality
every weekend since because
venues have seen their foot traffic dwindle to abysmal levels in
of the live entertainment,”
the last 12 months. In recognition of how hard the area has been
states Speed.
impacted, the City of Sydney, NSW Police and L&GNSW made
As the new al fresco
concessions and implemented new strategies swiftly to help the
areas are still subjected to
area’s venues recover.
seated service rather than
The first instance of this was to allow these venues to create al
standing, the publican says
Steven Speed Director, WDS Hotels
fresco areas in front of their properties to increase capacity. For
that food sales have skyrocketed, while drinks sales are still
the Fortune of War, run by WDS Hotels, the al fresco area made
a little sluggish. While the al fresco area and entertainment
an immediate difference.
have indeed been saviours for the venue, the current operating
“The outdoor area now equates to roughly 50 per cent of our sales for the entire venue, so it’s been a saviour. Without it we would be struggling big time,” states director Steven Speed. Part of the appeal of the pub’s al fresco area is the addition
model is still in need of support of government grants. “Because of the capacity, the increase in food, the decrease in beverage sales, the increase in entertainment and the way we’ve got to operate the al fresco area, our costs have
of live entertainment acts. Traditionally known for its live
actually increased. So margins have got thinner, our costs have
entertainment offer pre-pandemic, Speed decided in September
gone up.”
to bring back soloists or duo acts on the weekends – both as a
Speed says the continued support from governments at all
way to revitalise and create appeal for Sydneysiders to return to
levels has been a huge help to his venue and venues throughout
The Rocks, and to support musicians who had been without work
The Rocks, with the swift move to set up al fresco areas, the Dine
for quite some time throughout the year.
& Discover program and entertainment grants being the difference
The response from the public was immediate, with the venue
between survival and closure for a lot of smaller venues in the
putting on an increasing number of acts each month, so that the al
area. And entertainment has been a key component in reviving
fresco area has live entertainment five days a week now, and with
The Rocks as a place to be Sydneysiders.
more acts than it was putting on pre-COVID. “So many people have said that live entertainment is something they’ve been waiting to come back. And once they’ve
30 | Australian Hotelier
“For people walking around the area there’s that vibe and energy, there’s still entertainment happening. And it encourages people to come back here to enjoy themselves.”