The alternative hotel concepts movement continues with hotel industry veterans Daniel del Olmo and Keith Pierce announcing last week the launch of The Phileas Club, a collection of independent lodging experiences in emerging neighborhoods and destinations.
Taking off Jules Verne’s Around the World in 80 Days novel, which recounts the journey undertaken by Phileas Fogg, the leadership of Brooklyn, New York-based The Passionality Group said the founding member property of the emerging collection is Hostel Fish in Denver which has additional projects under development in emerging neighborhoods of Los Angeles, Chicago and Miami.
The concept targets “inspired travelers seeking to connect and socialize with locals and other like-minded guests, while discovering emerging neighborhoods and destinations around the world.”
The concept has two targets:
The Bohemian Explore: 18-45, creative, freelancer, average two-night stay, seeks out best option for socializing with locals, prefers Airbnb and independent lodging.
The Temporary Resident: 18-45, well-traveled, youthful professional, average seven-night stay, seeking a temporary residence in the neighborhood, seeks artistic and culinary inspiration or work/life balance, prefers independent and lifestyle hotels, restaurants, bars.
Pierce told HOTELS, The Phileas Club business model is three-tiered: it will own and operate several locations; take minority positions in relevant existing properties like Hostel Fish; and affiliate suitable locations to the portfolio. For our owned locations, Passionality Group will invite equity partners to participate on a case-by-case basis. The group also plans to explore long-term leases as well as management agreements.
Long-term leases and management agreements are preferred, and additional target locations include New Orleans; Portland; San Francisco; Washington, DC; Austin; Nashville; Savannah; New York; and San Diego. Pierce said five additional projects are in the MOU stage.
“One of the exciting aspects about this segment is that we have the ability to target and evaluate several different asset types to include existing hotels, hostels, glamping spaces, as well as non-traditional spaces such as commercial, warehouse and industrial by way of example,” Pierce added.
Property owners affiliating with The Phileas Club will also receive brand support in all relevant disciplines including revenue management, sales and marketing, e-distribution, operations, guest experience, design and construction, site selection and development.
“As owners ourselves, and unlike other brand collection business models, we firmly believe that when interests are aligned with other owners, partnerships are more equitable and mutually beneficial,” del Olmo said. “Therefore, we are currently exploring avenues to allow our founding properties to become co-owners of the brand and are in discussions with several prospective members while continuing to be on the lookout for suitable founding locations.”
The first Hostel Fish in Denver is expected to re-launch under The Phileas Club in mid-to-late 2019 and will feature a full-service community bar, communal kitchen and 64 beds spread between private and shared accommodations. Hostel Fish Founder Chad Fish said he is eager to explore additional developments with The Passionality Group and The Phileas Club.
Passionality is also exploring a strategic alliance with 213 Hospitality, a hospitality group with over 25 neighborhood bar and brewpub establishments across Los Angeles, San Diego, Austin and soon Denver to manage bar and brewpub operations of select future locations.
In addition, Passionality will also deploy its other portfolio brands at Phileas Club locations where appropriate, including Vagabond Coffee, Nighthawk Breakfast Bar and 18I89 Stockholm.
As part of its social and environmental responsibility, The Phileas Club expects to donate part of its direct booking proceeds to the charity of each guest’s choice. In addition, each Phileas Club will conduct outreach in the local community in its own unique way.
The Passepartout Pass, The Phileas Club’s recognition program, will invite members to a community of other like-hearted explorers wishing to discover authentically hyper-local experiences based on members’ requests and the local curator’s weekly picks.