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Birmingham Resi Gets The One Hyde Park Treatment

Switch Hospitality Managing Director John Angus and SevenCapital Operations Director Charlotte Thursfield

Switch Hospitality will provide hotel services to SevenCapital’s new St Martin’s Place apartment development in central Birmingham.

The tie-up is believed to be the first of its kind in the city and follows in the footsteps of ultra-luxury London developments like the Candy brothers' One Hyde Park.

Birmingham-based Switch and SevenCapital will create a new hotel-to-residential service concept that Switch believes could hold the key to growth for the hospitality industry in the future.

Residents of St Martin’s Place, which has just completed with all apartments already sold out, will benefit from a 24-hour manned service by designated Residential Services Associates, which provide concierge services and beyond. 

Residents will also be able to request services ranging from apartment cleaning, dry cleaning and laundry through to ad-hoc services such as sourcing concert and theatre tickets.

In return, the hotel will also have use of 153 new parking spaces housed within the development, offering guests secure gated entry, with 24-hour CCTV plus six electric vehicle charging points.

“This deal means we can maintain more jobs as part of our extended service which after the past year — taking on all the challenges that the pandemic and subsequent lockdowns have thrown at the hospitality industry — is very good news. I believe if this service proves popular it could provide a new format for the hospitality industry,” Switch Managing Director John Angus said.

“Should this prove successful, which we believe it will, the long-term goal is to extend our hospitality management service to include residential operations as standard, so we are open to discussions with other Birmingham based landlords or developers.”

“We’ve seen this concept of hotel services provided for residential developments work already at One Hyde Park in London — which is serviced by the Mandarin Oriental Hotel. Whilst that is aimed at the very wealthy, we’ve brought this concept to Birmingham with St Martin’s Place and the Park Regis Hotel, and made it more accessible,” SevenCapital Operations Director Charlotte Thursfield said.