Global update soho goes rural
A 100-acre farm 90 minutes outside London has been adapted into the Soho Farmhouse , which opened in August in Oxfordshire , England . Spaces are inspired by upstate New York ’ s cabin culture , so all rooms are individual cabins ( left ), along with a Farmhouse ( seven bedrooms ) and Cottage ( four bedrooms ). The space is free of cars and guests are given bikes upon check in . Michelin-starred Chef Tom Aikens collaborated on the five dining concepts . Executive Chef Andy Cook , formerly of the Savoy in London , works along side Aikens .
modus ’ method
Modus Hotels chose its name as a truncated version of modus operandi , a Latin phrase translated as " method of operation ." For Aaron Katz , president and CEO for the Washington , D . C . -based owner-operator of 12 lifestyle hotels , Modus ’ method starts with the concept of “ being yourself ” because he says guests want to stay as they live . “ We think travelers seek certain elements that enhance their lifestyle and allow them to live the way they want when on road , and that revolves around fitness , wellness , F & B and technology . We try to partner with local companies to help us execute against that .”
It is as simple as that for Katz , a one-time attorney and tax accountant who believes in growing carefully , cautiously and thoughtfully as he is trusted with managing the assets of his boss , Conrad Cafritz , a 70-something , second-generation D . C . real estate developer . Katz says Modus , which got its start in the 1970s as Potomac Hospitality , is performing very well and is in a growth mode trying to establish its brand , but will more likely grow more with oneoff developments as opposed to a major rollout .
However , Katz does believe that perhaps Modus has found a vein for faster growth , and that is the micro-hotel concept similar to
CitizenM , Yotel and The Pod . He believes they speak to the communal trend and make great economic sense given the right city center location . But , he adds , it is hard to find the right dirt , which leads him back to saying it is likely Modus will grow at a more tempered pace . But grow it will .
Modus is developing its first 245-room Pod Hotel set for next fall , a license agreement with New York City concept creator BD Hotels , and has a location in Philadelphia to do something similar , perhaps another Pod license . It is also creating a smaller micro-unit property in D . C . called the Hive , which will have a dynamic rooftop bar and lobby experience when it opens in April 2016 .
“ We are living online , sharing experiences and we can help share them genuinely at the grassroots level . That is why Pod concepts work ,” Katz says . “ More people traveling want to be in that type of communal environment . We are trying to orient our operations , design , technology and concepts around that bigger idea .”
Modus also has some of the largest hotel rooms in D . C . and even there is trying to create community experiences oriented around F & B , fitness , wellness and entertainment . “ These are the things people are focused on in their lives and they want them portable because life has become so portable , and will only become even more so ,” Katz adds .
“ The secreT sauce is To live The ideals you Talk abouT and spend a loT of Time Talking abouT leadership … We try to alloW our people to be entrepreneurs and take care of people .”
– AAron KAtz
18 HOTELS October 2015 www . hotelsmag . com