A year on from the introduction of the first Vibe hotel in South Australia, Vibe Hotel Adelaide General Manager, Katie Obst, discusses the evolution of Adelaide, the impact of large events and the power of design.
As the first Vibe hotel in Adelaide, what are you putting in place to ensure the brand resonates with guests in South Australia?
Vibe Hotel Adelaide represented a major milestone for TFE Hotels and our homegrown Vibe brand as we completed our lap of the Aussie map and opened our very first Vibe in South Australia. Vibe has been welcomed with open arms into the Adelaide market and we believe the hotel has added a new dynamic with our design-led fresh, modern approach.
The brand is underpinned by a love for all things local and embracing Australia’s enviable love of lifestyle and energy. With that in mind we have really focused on connecting with the local community and supporting local producers and wineries in the restaurant, mini bar and in-room amenities such as Three Wishes Hahndorf bath salts in our Urban Retreat Rooms.
On the ground level, our Storehouse restaurant proudly offers an all-South Australian wine-by-the-glass list, showcasing the amazing selection of varietals the state has to offer. This locavore approach also extends through to our seasonal menu with Chef Brent Potuszynski drawing on his network of local producers to produce something special in the restaurant.
I think my hotel team has played a crucial role in ensuring that the Vibe brand becomes a key part of the Adelaide hotel landscape. Our team members collectively bring over 80 years of experience in this market, many holding long tenures with TFE Hotels. It’s this experience and passion that played a key role in enhancing our guest sentiment scores and improving our online ranking in that all-important first year of operations.
Of course, 2024 is a special time for the Vibe brand – it’s our 21st birthday – so we have some great surprises up our sleeve for the back half of the year.
How has the hotel performed since opening? Can you share any figures around occupancy levels and ADR?
As a local, I think there is nothing more Adelaidean than opening a hotel during Mad March. The atmosphere was vibrant, and the team were absolutely energised.
Pleasingly, the hotel has experienced a much stronger ramp up than anticipated, launching just prior to WOMAD weekend in 2023 and achieving 80% occupancy on its second weekend. This strong performance continued through the AFL Gather Round and LIV golf events in SA. Throughout the year, our average Saturday occupancy has sat around 85%.
The hotel was highly commended in the New Build category at the 2024 Australasia Pacific Hotel Design Awards. How important is the design of the hotel in the guest experience? Do you get feedback on this from guests?
The hotel’s design features are a key unique selling point for our team and a reason our guests return time after time. For me, I think the story behind the design by multi-award-winning local architecture studio, Loucas Zahos Architects is pretty amazing given the hotel and surrounding development has been two decades in the making.
Our 123-room hotel is the final instalment in a 20-year project by Adelaide-based developer GuavaLime, completing their long-term vision for this leafy fringe of the Adelaide parklands. As a hotelier, seeing and helping the long-term development plans of the owners come to life is humbling and, what you see when you stay, is a testament to their commitment and dedication to create a new community and precinct in the east end of Flinders Street.
For me, one of the standout design features are our wooden ground floor bi-fold windows that bring the outdoors into the reception area and really open up the space. This feature helps draw guests down to enjoy the foyer to mingle with other guests, which is a key brand pillar of Vibe. The tranquil courtyard garden has also become a very popular feature, with guests enjoying drinks or meals in our gorgeously verdant outdoor dining space.
However, the biggest talking point is our signature Urban Retreat Rooms with their beautiful bathtubs, which has surpassed our own expectations. When you enter an Urban Retreat Room, they really provide a “Wow” factor, and provide unrivalled views of either the Adelaide CBD or Adelaide Hills – perfect for guests seeking an inner-city staycation or looking to “retreat” from their everyday lives.
I think it is fair to say guests from all segments appreciate the hotel’s thoughtful and unique design elements – from the beautiful entrance and chandelier and open spaces to the suspended pool. This is something we have embedded with our Vibe team, so that they can share stories with our guests to help foster an appreciation for the design.
How have conferences and large events around Adelaide impacted the hotel?
The hotel opened during Mad March and has continued to benefit from Adelaide’s vibrant events calendar. Situated directly next to the Vailo Adelaide 500 track, our location offers guests a prime opportunity to fully immerse themselves in the V8 experience.
Additionally, Mad March transformed the East End of Adelaide with events like the Fringe Festival, WOMAD (World of Music, Arts and Dance festival), and the Adelaide Motorsports Festival, all driving strong demand for our hotel.
While not the closest property to the Adelaide Convention Centre, Vibe Adelaide remains a popular choice for attendees of events at both the Centre and Adelaide Oval.
And looking forward, I have to say we’re excited about the return of Emirates to the Adelaide market, and we continue to support the collaborative efforts of SATC and the Adelaide Airport in boosting local tourism by attracting other airlines and expanding flight options.
Being from the state, how have you seen Adelaide and South Australia evolve in recent years?
As a proud South Australian, it has been incredible to see the state develop such a prominent identity as a key destination for tourists. South Australians have always known the gem we have within state borders, but the secret is well and truly out.
A key catalyst for this was the investment in the Adelaide Oval development and the City of Adelaide Council’s support for local hospitality institutions – effectively transforming areas such as Vardon Avenue, Peel Street, and Leigh Street into hospitality hot spots.
We are also fortunate to have regions like McLaren Vale, Adelaide Hills, Clare Valley, and Barossa Valley just a short drive from the city and Kangaroo Island offshore, providing additional attractions and value for tourists. Our top-quality restaurants and local produce have contributed to making us a must-do destination for foodies.
Government support for tourism has allowed the state to flourish, establishing it as not only the place to be but also THE place to host or attend an event. From an economic perspective, the development of the defence sector, has helped drive demand for hotels and new properties.
One development that excites me is Lot Fourteen – touted as Australia’s answer to Silicon Valley – which I believe it will be a game-changer for the local economy. Watch this space!
What are some exciting milestones or projects that are in the works since opening
The hotel’s performance and ramp up during its first year is something we’re proud of and a testament to the hard work and dedication of both the hotel and head office support teams.
From a guest satisfaction perspective, the hotel has been exceptionally well received, achieving a strong online ranking and growing to number 3 on Tripadvisor within 12 months of opening.
I am also proud of our partnerships with local hotel schools to support future talent in the industry.
And last, but not least, I’m thrilled that the hotel achieved a Highly Commended in the New-Build category at the recent 2024 Australasia-Pacific Hotel Design Awards and I’m looking forward to this year’s HM Awards.
What is your focus for the hotel in 2024?
We are excited to see the growth of the Flinders East Precinct with the opening of new ventures such as the Mineral Bathhouse and are looking to not only elevate our guest experience but provide exceptional opportunities for our tight-knit team and TFE’s future leaders.
With Chef Brent Potuszynski at the helm, we want to increase the profile of Storehouse within the local East End community through a program of events which really capitalise on our indoor/outdoor space.
We’re excited to roll out some exciting ESG initiatives with TFE and to continue to look for innovative ways to engage with the local community.