Adriaan wants Cashel Palace to be part of the community

In the first of a series of interviews with Tipperary based executives about working and living in Tipperary, Martin O’Connor (pictured below ) talks with Adriaan Bartels, General Manager of the Cashel Palace Hotel.

The immediate feeling on walking into the Cashel Palace Hotel is one of warmth. Not just the warmth of the roaring fire in the hearth or the reception with its calming colours and comfy furniture; but also, that of the man I am there to meet, Adriaan Bartels, General Manager of the hotel. A firm but kind handshake, a radiant but sincere smile and the immediate offer of tea and biscuits.

Adriaan moved to Ireland from Kenya as a 13-year-old boy along with his father Hans and Mary, his second wife, the daughter of the late and great RTÉ broadcaster Michael O’Hehir. He lives in Clonmel with his wife Catherine who runs Le Cairde, a day care centre in Clonmel for the Alzheimer Society. His eldest son Con is working as a business and sustainability consultant in New York and his other son, Jack, is finishing his studies in Hotel Management and is currently doing an internship at the Shelbourne Hotel in Dublin.

Adriaan’s appointment to the Cashel project in November 2018 followed an impressive career at the Cliff House Hotel in Ardmore, Sheen Falls Lodge in Kerry and Pennyhill Park outside of London. His CV even includes a two year stint as Train Manager on the legendary Royal Scotsman train which saw him taking groups of thirty two passengers on seven day luxury odysseys around Britain.

An experience that he says was ‘simply amazing – we worked hard and played hard’ and one that introduced him to the sharp end of customer service, once having to pull the train into a siding, acquire a TV, and somehow get it hooked up to a TV signal so that one insistent American guest was able to watch the delivery of the verdict in the infamous OJ Simpson trial!

He took up the role in Cashel just as plans were being formulated and says he was ‘privileged’ that the owners, the Magnier family, entrusted him to oversee the development from start to finish.
“For me, as a hotelier, it was the dream job, as very few get to help with the design of a hotel from the very beginning, work with the architects, the owners, the interior designers, the suppliers who are going to supply all our goods, set up the team from scratch and open the hotel.”

I asked him about the importance of the hotel’s role in and links to the local community.
“The first thing that the owners said to me - ahead of any other consideration – was that the hotel must be a part of the community. Which I’m happy to say we are achieving by hiring local people, by buying food and other supplies locally and that we are open to locals. Something that surprises our first time visitors is how central the entrance of the hotel is in the town of Cashel. We are literally on the main street of town and anyone can come in without having a reservation and enjoy this beautifully restored gem of a building. The town itself has become a great amenity for our guests to simply wander around and browse the shops, pubs and cafes that are so close by.

After this requirement came the goal of becoming a profitable enterprise that could stand on its own two feet”.
And what of the importance or relevance of the hotel being in Tipperary?

“The Tipperary personality and culture makes a difference. There is a natural hospitality here in terms of the people. It’s more down to earth here, more natural wholesomeness. It’s not put on, there is no agenda. I see it in our local staff. Our guests can’t get over the engagement from these Tipperary boys and girls who are simply being themselves. The eye contact, the banter and a genuine human connection coupled with complete professionalism.

From a tourism point of view, going out to the international market we are selling Tipperary, a world-renowned name. And that is an advantage for sure.

Our marketing is built on four Tipperary pillars. The first one being the history of the surrounding areas; the Rock of Cashel, Hoare Abbey, Holycross Abbey, Cahir Castle. The second is the equine industry which is a huge part of and influence on the area and its people; the third is the activities on the area, walking, hiking, the Suir Blueway, etc, all on our doorstep; the fourth is the food – the Tipperary Food Producers are one of the strongest food brands in Ireland and the quality is second to none – why look elsewhere?

And in practical terms guests can stay here, make a base here, and visit other areas – they can go to Cork, Waterford, Kilkenny, Limerick, Midleton - all day trips that can be done without batting an eyelid and offering the added luxury of not re-packing the suitcase daily!

Being a Tipperary hotel and business pretty much defines our local, national and global offers.”
And what from a personal perspective about living in Tipperary?
“I love it that Tipperary is so central, you can get to any part of the country so easily and some of the beauty here is incredible. During lockdown I got to discover parts of Tipp that I didn’t know existed. Parts of the Galtee mountains where we went walking I have to say are just so beautiful; so untrodden, pristine and an environment which is probably the most natural

I have ever experienced in Ireland.
And the cycle from Clonmel to Carrick on Suir along the Blue Way. Any time I go there I think I just could not enjoy it more than the last time - but I always do, as I end up seeing something new, something so fresh and so natural…. it’s a beautiful amenity and we are just so lucky to have it”

I asked him the question “What has been your highlight in your time here?” Bearing in mind he was involved from initial plans and designs, through build, recruitment, training, opening and now a full year of operation, it's understandably a tough one to answer.

He thinks for a moment and I’m not surprised by his answer. No cold data on performance metrics but rather a couple of examples about people and about Tipperary.
“The day before we officially opened we had an open day for the community to have a tour and a cup of tea and a scone and a chat with staff members. I met people who got engaged here, married here, had their confirmation or communion here…a 92 year old man had gone to school in the old school house where we now have two bedrooms and he burst into tears of joy when he saw it again. The emotion I witnessed from people who said they just couldn’t thank the owners enough for what they had done. You could feel the emotion of people who were just so pleased to see it being part of the community again. That will stay with me forever.”

Another example that Adriaan shared was the story of a young newly engaged couple from Sydney in Australia. “I had a video call with a young couple from Australia. She was from Clonmel but the hotel was only a building site at the time. They became the first couple to get married here and the joy of that experience stands out with me also. The fact that they had the belief in us and trusted us to deliver, gave us all a great deal of joy. They took us on when they didn’t have to. They were a gorgeous couple and I just thought ‘yep, this is great’

“You do get an emotional rush from people saying “we had a fantastic stay, the staff are wonderful, we are coming back”. Our staff get so much kudos from the guests. That drives all of us on”

We finish our interview, I have kept Adriaan way over my proposed timings, and I’m aware he has others queuing to see him. But he offers me more tea and biscuits. Genuine warmth again.