Ninety-nine-year-old Darlinghurst icon The Strand is welcoming a new era inspired by the roaring twenties, as Public Hospitality Group transform it into a four-level dining and hotel precinct.
The extensive refurbishment is taking place in two distinct phases. Open now is The Strand Bistro on the ground floor.
Taking cues from turn-of-the-century Paris, it serves up delicacies of the likes of beluga caviar and a classic French ‘Magret’ breast of duck in a nod to “old-world sophistication without pretence”.
Head chef Alex Kavanagh’s bistro menu heroes seasonal Australian produce, featuring dishes such as Sydney rock oysters served with a classic French mignonette.
Theming continues into the extensive drinks list, ranging an impressive line-up of French and Australian wines, aperitifs, cocktails and beers, and 49 whiskies, as well as signature cocktails with French-inspired twists.
Coming soon is the new rooftop bar, featuring greenery, mood lighting and open-air communal tables, set to serve a more casual menu of food and drinks.
On the middle floors of the William Street venue will be a boutique refuge, comprising 17 hotel rooms, library and common work and kitchen spaces, adorned in a distressed yet refined design.
The Strand is the first in a series of new venues by Public Hospitality, set to open over the coming year.
The group is guided by a vision to uncover the potential of heritage buildings in Sydney or Melbourne, and restore them to their former glory.
This model is underpinned by a focus on identifying value not realised in the pubs, and improving the diversity of their revenue streams.
“I think a blend of architecture and hospitality, immersed in an inner-city community, is a really strong way of extracting more value out of these pubs,” says Peter Crinis, executive director of Jon Adgemis’ Public Hospitality Group (PHG).
Most older pubs in Australia were originally built with travellers and people in transit in mind, and most are in great locations, with sizeable footprints.
But over time the upper levels of public houses have become largely used for storage or budget long-term residents.
PHG is looking to revive some of the benefits of pub accommodation, which they note can offer good margins, with low staff requirements.
Younger patrons are more adept with the innovations in technology, such as digital bookings and check-in, and an electronic room key on their phone, and Crinis believes their model will serve them well for the slowly returning international travellers, but he sees even more on the table.
“I also think there’s a strong leisure market, and a longer stay corporate market. There’s a whole series of other markets; we shouldn’t be just one thing, we should be a few.
“People will be attracted to staying in a community-based hotel where they can experience the community around them.”
While regular accommodation hotels aren’t likely to be offering anything to do in the later hours, PHG plan to keep hospitality offerings open later where possible, for a broader experience more conducive to social media.
“In my view, that’s the way hospitality and accommodation is going to go – a bit more boutique. More interesting.”
Retaining the heritage characteristics of the hotels, where possible PHG will even be adding levels to create more rooms. This is in the works at the Exchange hotels in both Darlinghurst and Balmain.
The expansion brings opportunity for some to get in the field of a good-sized boutique hotel, of 30-50 rooms.
Expand the principle to 10 or 12 of these through the inner cities, creating greater flexibility and range of offering, and Crinis says they’ll be in the realm of a decent sized hotel group.
The coming months is forecast to see PHG reach 100 keys across a few properties, in a good mix of rooms and apartments, at Alexandria’s Camelia Grove, Erskinville’s The Kurrajong, and Balmain’s Town Hall.
“As Darlinghurst continues its evolution seen over recent years, we believe in the potential, growth and revitalisation of the local area.
“With The Strand’s opening, we want to offer something that leans on the charm, history and character of the building and neighbourhood right on the fringe of Sydney’s bustling city, while creating something new and fresh for locals and travellers.”
