The Caterer interview
Beaverbrook Town House
Will it help you increase event bookings? A lot of our guests have previously shown an interest in taking the estate exclusively, but obviously for us that’s not possible as we’re a country club with a membership model as well as a hotel. Mickleham offers that pos- sibility, whether someone takes just the house or the combination of the house and village. If someone took both they could have around 10 people in the main house and 40 to 50 guests in the village.
How do you balance the interests of members with the requirements of running a successful hotel? I think I’m right in saying we were the first country club hotel that welcomed both mem- bers and leisure guests under the same roof. The club can only ever have 500 members,
which for a golf club is a very small number and I think the hotel guests help create an atmos- phere and our members enjoy that. It doesn’t compromise on privacy and exclusivity – our members and guests would never wait to be seated at a table and we control bookings in a way that means there are no queues. This expansion will
“We want guests to feel they can make decisions as they go and there will be a team there to make sure everything happens”
‘O-Toro’ Japanese clear
offer members more choice for their own private events and increase the amount of family accommodation we have, which is something our members value a lot. I don’t think it will fundamentally change Beaverbrook, it’s an extension of the current setting with a slightly different offer. At the moment Beaverbrook is open to everyone with a booking and that will remain the case. I really enjoy this model. The members are
How has the Beaverbrook Town House, which opened in 2021, complemented the business in Surrey? The Town House has been incredible for us. As an individual property in London it has performed well, but for the brand itself it has been fantastic. We are offering members a London outpost where they can stay, accom- modate friends from overseas or host dinners and business meetings, while offering our London-based members and guests an opportunity to visit the countryside. American guests often split their time in the UK between London and the coun- tryside and that’s been critical for us. We are only 40 minutes from London so we are the perfect getaway.
broth with aubergine, pea shoots and fresh wasabi in the Dining Room
Would you look to
expand that city offering? I don’t think we would look for another hotel in London, but we’ve become very good at managing
houses and that could translate into a differ- ent offering in London – that could be some- thing quite exciting.
financially and emotionally invested and they want you to do well. For me it’s the most suc- cessful strategy I’ve seen in hospitality.
20 | The Caterer | 10 November 2023
In three years you’ve grown the average daily rate at Beaverbrook from £330 to £800 – how have you done this? I would love to take credit, but we’ve done it as a team. We didn’t just increase rates, we enhanced the experience, and then it’s a ques-
Sir Frank’s Bar
The Garrick studio suite Beaverbrook Hotels
Beaverbrook Reigate Road, Leatherhead, Surrey KT22 8QX Owner Longshot Cherkley Court Operator Beaverbrook Hotels General manager Jorge de Jesus Bedrooms 35 Food and beverage The Dining Room, the Garden House, Pizzeria at the Deli, Mrs Beeton’s Starting room rate £610
Beaverbrook Town House 115-116 Sloane Street, London SW1X 9PJ Owner Cadogan Estates Operator Beaverbrook Hotels General manager Jorge de Jesus Bedrooms 14 Food and beverage The Fuji Grill, the Sushi Bar Starting room rate £580
www.thecaterer.com
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PHOTOS: LARRYSSAERRATT; SIMON BROWN
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