EP Insights & Action

Game changer
Apex Hotels have recently announced the appointment of Create
(a division of The Concerto Group) as the Food & Beverage partner for
their London Hotels. If successful, Create will become Apex’s partner
across their entire Hotel Portfolio. Angela Vickers, CEO of Apex, and
Adam Elliott, CEO of Concerto, spoke of their shared ambitions.
What does this new partnership bring?
The outsourcing of F&B operations
to contract and restaurant groups
has led to mixed results over the
years. It has often struggled with
the difference in culture although there are a
number of key success stories over the years.
Apex Hotels has been one of the great
success stories for British Hotels in the last
decade. They have often been admired as
being a well-run and forward thinking hotel
group. The group has averaged impressive
98% occupancy levels and they would be
the first to admit that they have focused
on rooms over their F&B provision. The
partnership with Create and The Concerto
Group is a bold move. They are partnering
with an expert that adds a distinctive and
engaging F&B offer within the hotels and the
view of really progressing the overall offer.
The CEO of The Concerto Group, Adam
Elliott, was previously the COO of The ONE
Group in the UK. The flagship operation
was the STK restaurant and Radio Bar at
the ME Hotel in Aldwych which has been a
success for both parties. Adam has been an
expert in outsource management, previously
having been the CEO with Lindley Group/
Centerplate UK and a Managing Director
within Elior.
“I am very excited by the partnership
that we are entering into with Apex Hotels,”
commented Adam Elliott. “They have
been very supportive and open to ideas and
innovation. We have really strived to
change the approach that existed previously
and develop offers that will engage the
local customer audiences and build revenues.
I do think what is most impressive about
the partnership is that Apex have been
open and have worked with us to create
tailored exciting concepts to work for their
customer base.”
One is working with
someone else’s property
and has to take due care
for the privilege that we
are being extended.
Angela Vickers agreed, “It was an
interesting process as we met a number of
possible partners and options but I think
the difference with Adam is that he really
understood our challenges and has worked
hard to build an offer that works for both of
us. We were not experts in F&B and we did
need someone that really felt a passion for
Apex Hotels to make sure that we could take
the jump and agree the partnership. It is hard
for two cultures to come together and work
as one but the foundation has been we have
had a shared vision. That is how it should be
– two experts with a shared dream for what
we are both striving to achieve.”
“We are very conscious that we have
developed a very strongly performing
hotel offer but we wanted to go to the extra
level and build restaurant operations that
would engage our guests and also the local
community. Apex has always been founded
in strong values and as community hotels.
Our belief is that the restaurants will enable
us to play more active roles within the local
business communities.”
It is clear as one talks to both that they
clearly get along well and share common
values as well as vision.
“I am passionate about great restaurants
that engage and excite customers,”
noted Adam. “I believe that there is real
opportunity for great F&B operators to
work with hotel operators successfully. Of
course it is not easy. One is working with
someone else’s property and has to take
due care for the privilege that we are being
extended. It is for this reason that a good
partnership can really only be developed
if there is a meeting of minds, culture and
vision as both sides have to work so closely
together. There will be many hoteliers who
will not wish to outsource their restaurant
and bar operations but the counter argument
is that it is very hard to be an expert in
every discipline – rooms, restaurants, bars,
reception, conferencing and spas. It is quite
22 | Insights & Action | October 2017