COMPANY PROFILE 2021-22
ICONIC HOTELS BY GEOCON | 1 PROVEN LEADERS IN HOTEL AND HOSPITALITY DELIVERY AND OPERATIONS.
ICONIC HOTELS BY GEOCON | 2 Abode Hotels hot air balloon over Lake Burley Griffin, Canberra
ICONIC HOTELS BY GEOCON | 3 TABLE OF CONTENTS
Presenting: Iconic Hotels by Geocon 05
Brand Philosophy 07
Our Brands 09
Brand Milestones 10
Hotels 12
Luxury Brand 13
Midnight Hotel, Autograph Collection 15
Abode Hotels 17
Playce Hotels 19
Food and Beverage 22
No.10 Restaurant + Bar 23
Foundry Coffee Co. 25
Midnight Bar 27
Braddon Merchant 29
Our Team 31 Brand Leadership 33
Brand Team 35
Brand Commitment 37
Community Engagement 39
Development Opportunities 41
Contact Us 43
ICONIC HOTELS BY GEOCON | 4 PRESENTING ICONIC HOTELS BY GEOCON
The largest independent hotelier in the Australian Capital Territory, Iconic Hotels by Geocon is a proven leader in hotel and hospitality delivery and operations.
A core division of Geocon, Iconic Hotels has been setting the pace for hotel delivery since 2010 and specialises in hotel operations, management, training and strategy, as well as food and beverage outlet management and operations.
Contributing 900+ hotel rooms to the accommodation market to date, over the next five years, Iconic Hotels will deliver an additional 500+ rooms to the mid-scale, up- scale and luxury market.
In 2019, Iconic Hotels made history via the successful negotiation and signing of the first Marriott International franchise agreement in Australia. Signed as part of the Autograph Collection, Midnight Hotel presents 199 premium guest rooms to the Canberra accommodation market. The hotel was also the first Marriott International aligned hotel in the nation’s capital.
In addition to the franchised hotel, Iconic Hotels owns and operates eight properties under the Abode Hotels brand, and five food and beverage outlets, Braddon Merchant, Midnight Bar, No.10 Restaurant + Bar Woden and Belconnen, and Foundry Coffee Co.
With a growing portfolio of trusted hotel brands and food and beverage offerings, Iconic Hotels is changing the hospitality landscape in the ACT and surrounds.
ICONIC HOTELS BY GEOCON | 5 Geocon cranes in Canberra's skyline
ICONIC HOTELS BY GEOCON | 6 BRAND PHILOSOPHY
Our brand philosophy is simple. We consistently deliver on brand promise to the highest standard.
Driven by the desire to deliver seamless hotel and hospitality products and services, we are innovative, creative, progressive and adaptive. We are creators of unique, personal spaces, which allow guests to relax, recharge and achieve the goals of their stay.
As an industry leader, we are at the forefront of hotel design and delivery. We offer smart technology and unlimited connectivity in carefully curated spaces.
Anchored by a guest focus philosophy, our personalised approach to service is apparent across all brands within the Iconic Hotels portfolio. This, teamed with an innate understanding of our brand markets, allows us to consistently exceed guest expectations and deliver on brand promise to the highest standard.
We are actively connected to the growth of the hotel and hospitality industry, and remain true to our local and global narrative.
ICONIC HOTELS BY GEOCON | 7 Guest lounge at Abode Murrumbateman
ICONIC HOTELS BY GEOCON | 8 OUR BRANDS
LUXURY PREMIUM ESSENTIAL VALUE FOOD & BEVERAGE
Under development
Canberra City, Garema Place Midnight Hotel, Autograph Collection Abode Gungahlin Abode Murrumbateman TBA No.10 Restaurant + Bar, Woden West Block, Parliamentary Triangle Abode Tuggeranong Abode Kingston No.10 Restaurant + Bar, Belconnen Kingston Arts Precinct Abode Woden Abode Malua Bay Foundry Coffee Co. Tuggeranong Abode Narrabundah Abode Belconnen Midnight Bar, Braddon Braddon Merchant, Braddon
ICONIC HOTELS BY GEOCON | 9 BRAND MILESTONES
2019 2022 Midnight Hotel, Autograph Collection 2010 2013 2016 Midnight Bar Canberra City Luxury Hotel Abode Gungahlin Abode Woden No.10 Restaurant + Bar, Woden Braddon Merchant West Block Luxury Hotel
2012 2015 2018 2020 2023
Abode Tuggeranong Abode Narrabundah Abode Murrumbateman Abode Malua Bay Kingston Arts Precinct Luxury Hotel Foundry Coffee Co. Abode Belconnen Abode Kingston No.10 Restaurant + Bar, Belconnen
ICONIC HOTELS BY GEOCON | 10 Lobby at Midnight Hotel, Autograph Collection
ICONIC HOTELS BY GEOCON | 11 HOTELS
ICONIC HOTELS BY GEOCON | 12 LUXURY BRAND UNDER DEVELOPMENT
The Iconic Hotels by Geocon luxury brand will present the ultimate exclusive, luxury experience for the discerning global traveller; distinctive in design, innovative in delivery, and unparalleled in brand offering.
Iconic in location, culture and heritage, three unique luxury precincts within the nation’s capital will create the Iconic Hotels by Geocon luxury portfolio. Distinct by design and curation, each hotel presents guests with endless opportunities to create unique, memorable, highly personal luxury experiences.
ICONICHOTELS.NET
BRAND ESSENTIALS
Brand Under Development
Sector Luxury Brand under Locations Canberra City, Parkes, development TBC
Inventory 500+ rooms
Completion 2022 onwards Artist's impression of West Block Luxury Hotel
ICONIC HOTELS BY GEOCON | 13 Artist's impression of Canberra City Luxury Hotel
ICONIC HOTELS BY GEOCON | 14 MIDNIGHT HOTEL, AUTOGRAPH COLLECTION
Designed by acclaimed architects Fender Katsalidas, and part of Marriott International's Autograph Collection, Midnight Hotel presents 199 premium guest rooms, restaurant, bar, gym, sauna, meeting and events space and an indoor pool.
Located in the emerging, creative, inner-city suburb of Braddon, Canberra, Midnight Hotel, Autograph Collection presents unique lifestyle experiences to guests across a range of hotel and hospitality offerings.
The hotel marks the successful negotiation and signing of the first Marriott International franchise agreement in Australia, and is also the first Marriott International aligned hotel in the nation’s capital.
Guests are invited to experience the beat of a growing city, the personal touch of exceptional service and above all, connect with originality and authenticity in a celebration of high design.
MIDNIGHTHOTEL.COM.AU
BRAND ESSENTIALS
Brand Midnight Hotel,
Autograph Collection
Sector Premium
Locations Braddon
Inventory 199 rooms
Completion 2019
ICONIC HOTELS BY GEOCON | 15 ICONIC HOTELS BY GEOCON | 16 ABODE HOTELS
Offering guests affordable, premium accommodation in key locations. Abode Hotels presents guests an up-scale hotel experience, offering stylishly-appointed flexible room types across convenient locations in Canberra and surrounds.
Focusing on making guests feel welcome and part of the family, Abode Hotels are smart in design, providing guests with all the hotel essentials they need, and a few extras on top.
Currently, six Abode Hotels operate in the ACT located in the suburbs of Belconnen, Kingston, Narrabundah, Woden, Tuggeranong and Gungahlin, with a seventh hotel located in Murrumbateman, NSW, and an eighth located in Malua Bay, on the South Coast of NSW.
ABODEHOTELS.COM.AU
BRAND ESSENTIALS
Brand Abode Hotels
Sector Essential
Locations Gungahlin, Tuggeranong,
Woden, Narrabundah,
Murrumbateman, Kingston,
Malua Bay, Belconnen
Inventory 700+
Completion 2010, 2012, 2013, 2015,
2018, 2018, 2020, 2020
ICONIC HOTELS BY GEOCON | 17 ICONIC HOTELS BY GEOCON | 18 PLAYCE HOTELS
Playce Hotels is a mid-scale, value hotel brand, offering guests everything they need, and nothing they don’t.
Currently under development, this brand implements a creative design model aimed at urban travellers seeking clean, affordable, central, social, share and private accommodation. Covering all bases for the savvy traveller, our value offering is both smart and versatile.
Celebrating efficiency and modernity, the brand offers a solution to a product and service gap in the current hotel market.
ICONICHOTELS.NET
BRAND ESSENTIALS
Brand Playce Hotels
Sector Value
Locations TBA
Inventory TBA
Completion TBA Artist's impression only.
ICONIC HOTELS BY GEOCON | 19 Artist's impression only.
ICONIC HOTELS BY GEOCON | 20 Braddon Merchant
ICONIC HOTELS BY GEOCON | 21 FOOD & BEVERAGE
ICONIC HOTELS BY GEOCON | 22 NO.10 RESTAURANT + BAR
No.10 Restaurant + Bar welcomes locals and hotel guests to enjoy good food and beverages in a stylish and relaxed setting.
With a focus on friendly service and an accessible menu, No.10 Restaurant + Bar caters for a guest who enjoys being part of a vibrant space, that is both comfortable and familiar.
Currently located in Canberra’s North and South, No.10 Restaurant + Bar serves breakfast, lunch and dinner and is the hotel restaurant for Abode Woden and Abode Belconnen.
NUMBER10RESTAURANTANDBAR.COM
BRAND ESSENTIALS
Brand No.10 Restaurant + Bar
Sector Food & Beverage, Events
Locations Woden, Belconnen
Completion 2016, 2020
ICONIC HOTELS BY GEOCON | 23 ICONIC HOTELS BY GEOCON | 24 FOUNDRY COFFEE CO.
A hole in the wall specialty coffee bar in Canberra’s south, Foundry Coffee Co. is modern and stylish, offering light food and beverage options from Monday to Friday.
Connected to Abode Hotels’ Abode Tuggeranong, Foundry Coffee Co. has transformed the morning routines of local residents and hotel guests since February 2018.
FOUNDRYCOFFEECO.COM
BRAND ESSENTIALS
Brand Foundry Coffee Co.
Sector Food & Beverage
Locations Tuggeranong
Completion 2018
ICONIC HOTELS BY GEOCON | 25 ICONIC HOTELS BY GEOCON | 26 MIDNIGHT BAR
Midnight Bar presents a vibrant, welcoming space for locals and visitors of the Midnight precinct. Inspired by the seasons, Midnight Bar exudes warmth through contemporary design and textural finishes, providing enjoyability year-round.
Led by curiosity and quality, Midnight Bar offers an evolving list of cocktails, wines and beers, complemented by a dynamic menu of simple food, done exceptionally well.
Positioned in the heart of Canberra, in the cultural hub of Braddon and connected to Midnight Hotel, Midnight Bar is the perfect backdrop for a night out.
MIDNIGHTBAR.COM.AU
BRAND ESSENTIALS
Brand Midnight Bar
Sector Food & Beverage
Locations Braddon
Completion 2019
ICONIC HOTELS BY GEOCON | 27 ICONIC HOTELS BY GEOCON | 28 BRADDON MERCHANT
East facing, and bathed in morning sunlight, Braddon Merchant is a modern deli-style eatery with a smart European feel.
Offering a thoughtful menu of fresh, simple dishes complemented by weekly specials, Braddon Merchant champions fresh produce and local suppliers.
Positioned in the heart of Braddon, and connected to the Midnight precinct, Braddon Merchant is sophisticated in presentation, smart in service and authentic in dining experience.
BRADDONMERCHANT.COM.AU
BRAND ESSENTIALS
Brand Braddon Merchant
Sector Food & Beverage
Locations Braddon
Completion 2019
ICONIC HOTELS BY GEOCON | 29 ICONIC HOTELS BY GEOCON | 30 OUR TEAM
ICONIC HOTELS BY GEOCON | 31 ICONIC HOTELS BY GEOCON | 32 BRAND LEADERSHIP
NICK GEORGALIS Founder & Managing Director
Born and raised in Canberra, Nick is With just six employees, Geocon passionate about transforming the city, recorded a turnover of $5 million in its resetting old perceptions and growing first year. Now, Geocon employs a truly global capital city through close to 600 direct team members, property and precinct development. with an annual company turnover of $500 million. The driving force behind Geocon and its divisions, Nick leads the executive Part of Canberra’s history, Geocon is management team and strategic synonymous with the growth of the direction across all areas across business capital. With the market share of local and operations. His focus is set firmly on development projects led by Geocon’s expanding the company’s interests in construction and development teams, creating landmark destinations, precinct and the largest independent hotel placemaking, hotel development, management team in the ACT, Nick is commercial acquisitions and accessible creating a cosmopolitan legacy. wealth creation for all – creating an Through innovation of product and increasingly progressive and vibrant leadership, the desire to achieve and Canberra in the process. give back to the community and With experience and leadership across drive property evolution in Canberra, engineering, project management, real Nick’s vision for the city’s future is bold estate and construction, Nick presented and progressive. Geocon to the housing development market in 2007, when he saw a demand opportunity to deliver smart, stylish residential products to the market, at an affordable price.
ICONIC HOTELS BY GEOCON | 33 RIEN DONKIN General Manager
With broad experience in the hospitality and accommodation industry across Australia, Rien’s extensive knowledge of hotel operations, refurbishments and refits, food and beverage management, conferencing and sales make him the perfect leader for Iconic Hotels by Geocon.
Joining the Geocon team in 2014 as Operations Manager of the hotels division, Rien has since demonstrated his keen ability to grow portfolios and deliver new brand offerings to market. As the General Manager of Iconic Hotels by Geocon, he now also manages the corporate team and hotel managers in multiple properties under the Iconic Hotels banner.
A consummate leader, Rien guided the launch phase of several hotels in the growing Iconic Hotels portfolio and successfully brokered the franchise deal with Marriott International and Iconic Hotels’ first premium full service property, Midnight Hotel, Autograph Collection.
Fiercely passionate about hospitality, Rien seeks to transport guests to their very own home away from home (with a few lavish extra details) each time they enter an Iconic Hotel.
ICONIC HOTELS BY GEOCON | 34 BRAND TEAM MANAGING DIRECTOR Nick Georgalis
• Founded Geocon in 2007 • First Abode Hotel in 2010 • Annual company turnover of $500 million
GENERAL MANAGER Rien Donkin
• Joined company in 2014 • Development of portfolio from three hotels to ten hotels, and five food and beverage venues • Annual company turnover of $35 million
DIRECTOR OF DEVELOPMENT DIRECTOR OF REVENUE, FINANCIAL CONTROLLER DIRECTOR OF MARKETING & DISTRIBUTION & CENTRAL COMMUNICATIONS • Business and project RESERVATIONS • Administration of bank accounts, development and delivery assets and portfolio inclusions • Development and implementation • Hotel portfolio expansion strategy • Global Distribution Systems Management • Budgeting and forecasting of all brand portfolio marketing • Hotel Management Agreement • Real-time market analysis and forecasting • Financial reporting and assessment • Integrated communication, PR negotiation • Room Yield, RevPar and market share strategy and media management • Market sector response planning, reporting and budgeting
CENTRAL RESERVATIONS MARKETING AND DESIGN
ICONIC HOTELS BY GEOCON | 35 DIRECTOR OF SALES HOTEL MANAGERS HR & PAYROLL DIRECTOR OF FOOD & MANAGER BEVERAGE • Global leads generation and strategy Abode Malua Bay • Sector targeting and conversion Abode Belconnen • Employee relations and administration • Oversight of all food and • Business development and loyalty beverage outlets Abode Kingston • Payroll practice and management • Employee training and WH&S • Budgeting and forecasting Abode Murrumbateman • Operations and staffing Abode Narrabundah Abode Woden Abode Tuggeranong Abode Gungahlin
SALES EXECUTIVE HOSPITALITY TEAMS
HOTEL TEAMS
ICONIC HOTELS BY GEOCON | 36 BRAND COMMITMENT
Centred on a business model committed to delivering We are invested in the growth of our team, employees on brand promise, industry inclusion and organisational and leadership. We are informed in industry and and employee growth, Iconic Hotels is committed understand the dynamic nature of accommodation to excellence. and hospitality trends. We are connected to local and national government, engaged with peak tourism Our ability to successfully deliver a variety of bodies and industry associations. We are committed accommodation and hospitality offerings for the to providing ongoing support for local infrastructure, global guest, largely relies on our commitment to our development and employment. brand values. Our commitment to actively participate in the Broadly, Iconic Hotels values innovation, communication, betterment of our products, services and industry is transparency and integrity. testament to the success and legacy of Iconic Hotels.
Our employee development program, Iconic Hotels Academy offers employees working across our hotels and hospitality outlets access to further their skill set and progress their career through applied study. Through an academic partnership with Access Recognised Training, Iconic Hotels Academy offers a comprehensive training model that aligns with each individual employee’s needs, experience and career aspirations.
ICONIC HOTELS BY GEOCON | 37 On site at Abode Kingston
ICONIC HOTELS BY GEOCON | 38 COMMUNITY ENGAGEMENT
Iconic Hotels by Geocon is passionate about INDUSTRY connecting with communities in diverse, progressive Canberra Convention Bureau, Australian Hotels Association and meaningful ways. We value community spirit and Iconic Hotels by Geocon is proud to be a strategic partner and Board member each year actively engage in local and national events representative of both the Australian Hotels Association and the Canberra Convention and activities through sponsorship or partnership Bureau, the peak industry body responsible for sourcing and securing conferences, agreements that offer value to our brands, our guests meetings, incentives programs and other business events to the Canberra region. and the broader community.
We are committed to participating in events which COMMUNITY enrich and add vibrancy to our community and Menslink, GIVIT enhance individual guest experiences. Alignments with local businesses and individuals that share our values Support for and connection with community initiatives is important to Iconic Hotels by ensure we are grounded and connected as a brand. Geocon. Via financial sponsorship, advocacy and engagement activities, we support both Partnerships with national attractions, key institutions Menslink, and GIVIT, a national, online charity connecting those who have with those who and industry associations allow us to maintain a need by the simple act of giving. presence on a corporate level, and also increase our business brand influence. SPORTING Examples of our community engagement include sponsorships of local sporting teams, with an emphasis Iconic Hotels by Geocon is passionate about supporting women in sport and the on women’s sport; cultural event partnerships and growth of the local sporting community. Our brands currently provide financial aid and package promotion; participation on industry association accommodation donation to the below teams and events; boards; and support and donations to select charities. • Abode Hotels ACT Meteors, WNCL • Canberra Cavalry, ABL • CBR Brave, AIHL • Netier National Capital Rally
CULTURAL National Portrait Gallery of Australia, Sculptures in the Paddock
Cultural partnerships form a valuable part of brand building and alignment across Iconic Hotels by Geocon. Through creative, cultural sponsorship, we support a selection of national institutions and events, including the National Portrait Gallery of Australia and Sculptures in the Paddock.
ICONIC HOTELS BY GEOCON | 39 Abode Hotels ACT Meteors' Maitlan Brown
ICONIC HOTELS BY GEOCON | 40 Founder and Managing Director Nick Georgalis and corporate partner Mark Bouris AM
DEVELOPMENT OPPORTUNITIES
For developers, by developers.
Based on a foundation of trust and transparency, we present our partners unique business opportunities with proven returns.
Offering a seamless development partnership process, Iconic Hotels welcomes partners who share our core values and vision.
As one of Australia’s fastest growing fully integrated property groups, we provide robust owner benefits and services including development advice, interior and exterior design, cost estimation, FF&E procurement and product delivery.
Our commitment to success builds mutually beneficial long-term relationships.
ICONIC HOTELS BY GEOCON | 41 CENTRALISED SERVICES
SALES & MARKETING REVENUE & DISTRIBUTION FOOD & BEVERAGE MANAGEMENT
• Sales lead generation and maintenance • Central reservation services • Staff management and strategy • Business development management • Global distribution systems management • Profit and loss analysis and management • Integrated brand marketing, PR and • Real-time market analysis and forecasting • Wage cost management communications • Room yield, RevPAR and market share strategy • Promotional strategy implementation • Promotional campaign development, • Revenue strategy, management and reporting • Product and partnership arrangement implementation and management
TALENT & PERFORMANCE MANAGEMENT FINANCE AND ACCOUNT MANAGEMENT ADMINISTRATIVE SERVICES
• Centralised human resource management • Bookkeeping and records keeping • Standard operational procedure management • Recruitment sourcing and management • Administration of bank accounts • Work health and safety services • Payroll advice and management • Annual finance reporting • Staff training programs • Employee compliance reporting • Annual budgeting and forecasting • Compliance and administration duties • Professional development programs • Accounts payable and receivable management • Business owner liaison
ICONIC HOTELS BY GEOCON | 42 Abode Kingston
ICONIC HOTELS BY GEOCON (ABN 87 620 145 860) PH: (02) 6255 0430 LEVEL 4, 16-18 MORT STREET, CANBERRA CITY ACT 2601 PO BOX 4519 KINGSTON ACT 2604
ICONICHOTELS.NET ICONIC HOTELS BY GEOCON | 43