that it is very relaxed , [ a place ] where you can put your feet up ,” Hutson says .
The brand name , The Pig , also sets the concept apart . “ In the New Forest area , there is a tradition of pigkeeping , and foresters are allowed to send pigs out into the forest to eat acorns that are dangerous to wild ponies ,” Hutson says . “ I was also influenced by Spotted Pig in New York City .
“ If it sounds like a pub , that is good ,” Hutson adds . “ In the U . K ., there is a tendency for people not to go to hotels for meals . We wanted to break that down by being approachable . It seems to have captured people ’ s imagination .”
The Pig is also capturing business . Room rates are just south of £ 200 ( US $ 315 ), and the first Pig is achieving a net after VAT of £ 130 ( US $ 205 ) a night per room . The hotel is running at 85 % occupancy located “ in the middle of nowhere ” through October and November , which are not the strongest months for business . Huston says he expects turnover of £ 3 million ( US $ 4.7 million ) in the first year , with F & B revenue generating 50 % of sales .
“ Volumes in upper midmarket are huge compared to real high-end ,” Hutson adds . “ It is the experience we had with Hotel du Vin . Doing something different in a more affordable fashion is well received by guests , but also captures the media ’ s attention .”
Lime Wood Group recently formed Home Grown Hotels and transferred The Pig , which is 50 % owned by the management team and 50 % by Radcliff , who made his fortune in the chemical business in Switzerland .
Looking ahead , Hutson says the partners are looking for suffering 25- to 30-room assets in nice rural locations that either have a kitchen garden in place or space where one could be built , as that will remain the essence of the brand . Development costs will be in the area of £ 5 million to £ 7 million ( US $ 7.9 million to US $ 11 million ), including land costs . Southern U . K ., south of Oxford , appears to be the focus , as that is a region the principals know well , especially through Hutson ’ s development of Hotel du Vin .
At the moment , Home Grown Hotels is aiming for a September opening of a 13-room outpost to be operated by the original Pig in the historic area of Southampton . Hutson is also in detailed discussions for properties in Dorset , near Petersfield , and in Wiltshire . “ We are confident of closing on one of these very soon , with a view to opening in the spring of 2013 ,” he says .
“ In the U . K ., there are good high-end country house hotels , but in the middle of the market it is pretty dire , to be honest .” – Robin Hutson www . hotelsmag . com March 2012 HOTELS 13