Better Business -The Swan Hotel & Spa in Cumbria
In one day last November, the River Leven rose 14ft, flooding the entire ground floor of the Swan Hotel & Spa in Cumbria. However, following a £4m, six-month refurbishment, business is again booming. General manager Sarah Gibbs talks to Douglas Blyde
NEED-TO-KNOW
Situated at the southern tip of England's largest lake, Lake Windermere, the Swan has been receiving visitors since the 17th century. Owned by the Bardsley family, today it is a destination for holidaymakers drawn in by its busy restaurant and pub, Vu Spa and proximity for lake cruises and fell walks.
TARGET AUDIENCE
Although the helipad attests to an occasionally very affluent clientele, general manager Sarah Gibbs keeps emphasis on good value and inclusivity. Hence the hotel is child-friendly, with a dedicated playroom equipped with toy kitchen, board games and a plasma screen.
KEY STAFF
The Swan Inn and River Room restaurant are presided over by executive chefs Steve Darvill and Craig Hadfield. Locally sourced produce might include Cumbrian Fell bred lamb, Cartmel Valley smoked salmon, Morecambe Bay shrimps and Eden Valley organic brie. Devised by food and beverage manager Craig Hadfield, more than a third of the 117-bin award-winning wine list costs less than £30 in the River Room restaurant.
HOW DOES IT MARKET ITSELF?
Rather than traditional marketing, Gibbs has chosen to invest the majority of her publicity budget into a London PR agency, which she considers a more effective tool for targeting the Swan's key audience of the aspirational middle classes. The hotel also communicates special offers via its mailing list.
WHAT SETS THE BUSINESS APART?
Gibbs cites her independence at the Swan as allowing her to grow the business by 60% in her first year (2008) while delivering record profits. Although she admits that the flood "somewhat scuppered plans", she is proud of still managing to deliver further growth in the first quarter since.
Having spent two years examining costs to ensure the business is as streamlined as possible, Gibbs decided to close the Swan's à la carte restaurant in January 2009 because its formal atmosphere dictated it was only busy on a Saturday night.However, the space is still used for private dinners and functions most Fridays and Saturdays, so income has not been lost.
FUTURE PLANS
The hotel currently has an average occupancy of 83%. Gibbs feels that this may be only be pushed a little further. She says: "I don't feel that there is too much scope for further growth without compromising our service levels and profit. Because of this and the fact that I feel that pricing wise we are right on the nail for our target audience I believe we have almost reached optimum revenue potential."
She concedes that there are of course areas for improvement, "as there always will be". The next logical step is to expand in other locations. "I believe our product and ethos is ready to roll out to other sites," she says.
BUSINESS ADVICE
Gibbs' best business advice is to ensure that your team is happy and productive. "This equals happy customers, which in turn equals revenue," she says.
"I believe that if you genuinely get to know your staff and understand what motivates them and the challenges of their job, you will always get the best out of them. You must be adaptable and humble and see your staff as your potential successors."
SARAH GIBBS' REVELATIONS
Favourite hotel Oustau de Baumanière, Les Baux-de-Provence, France, where the restaurant is overseen by two-Michelin-starred chef Sylvestre Wahi.
What book has inspired you? Generally I see reading as an escapist antidote to my hectic hotel life. Instead I find inspiration and motivation from those around me.
If you weren't a hotelier, what would you have been? I never had any intention of becoming a hotelier, just a problem solver and people manager. In another life I would have made an excellent diplomat or even a barrister.
What would your motto be? Anyone can achieve anything if they really want to. But to truly succeed you must be willing to try harder, work longer and give more than anyone else.
Describe your business in five words Warm, welcoming, lively, friendly and fun.
SPOTLIGHT ON THE FLOOR
