Event Hospitality & Entertainment Limited (EVENT) today announced it has won the management agreements for three South Terrace Adelaide properties – two hotels and one motel – each of which will sit under its new umbrella brand, Independent Collection by EVENT, which was designed exclusively for independently branded hotels in Australia and New Zealand.

The appointment reflects ongoing expansion within EVENT with the Independent Collection adding 280 rooms to its inventory and increasing its portfolio to nine properties in less than three months, with a tenth in the pipeline.

In partnership with the owners of the three properties, 208 South Terrace Pty Ltd, EVENT has been appointed to manage the properties, but also rebrand each to support a vision to establish a hotel precinct which celebrates each distinct and independent hotel identity while creating a seamless guest experience. Under the agreement EVENT have also been tasked with developing and launching an innovative food and beverage concept that will resonate with the local market and appeal to guests staying in each of the properties.

A robust 12-month program will see all three properties re-branded, with two of the properties to be completely refurbished, alongside the creation of a poolside destination restaurant and bar to create an exciting mixed hotel offer. With more than $15 million being invested the properties will be completely repositioned and reinvigorated to create a leading new hotel precinct and quality addition to the Adelaide hotel landscape.

Norman Arundel, Director of Hotels and Resorts, EVENT, said, “We are thrilled to bring these properties into the Group and are excited to be supporting our hotel owners on the entire rebrand and launch process as we get ready to bring three exciting new independent hotel brands to market.

“This partnership shows just how much value we can add as a Group, from strategy and branding, to marketing and F&B development; in addition to leading hotel management. The team are already working to develop a vision for the overall hotel precinct, with three unique and individually branded hotels. In doing this we are working closely with our owners to define each brand concept and articulate the guest experiences, all underpinned by market opportunity, comp set analysis and customer trend insights, so that we can deliver the strongest returns.”

Phase one of the development will see the Sage Hotel rebranded and the motel completely renovated and rebranded. The Sage hotel will come online with EVENT under the Independent Collection on 1 July while the motel is expected to be operational and online in mid-2021. Phase two will see the Chifley Hotel undergo major renovations, including the development of its new food and beverage offer, with the property to be unveiled in 2022.

Further details on the new brands and design concepts to come.