Top of the Class

by Kelly Gray - September 2004

Vancouver's Opus Hotel is riding high on a luxury trend wave that has landed it in a class by itself.

THE TRUTH IS IN THE NUMBERS FOR VANCOUVER'S Opus Hotel. After the 96-room Yaletown uber hip property opened for business in late 2002 occupancy hit 71 per cent in its first full year of operation. Today it stands closer to 80 per cent, putting it consistently among the top three (revpar and occupancy) in the city's portfolio of upper tier hotels. The reasons are many, but top of the list is the property's uncommon sense of style that extends from decor to groove.

"We are a boutique hotel in every sense of the word," says General Manager Daniel Craig. "What we offer here is an experience that is completely unlike that offered by large chain properties. We provide guests with a stay that is very residential in feel. There are no conventions or huge banquets here. Our focus is on the room guest and their needs:"

Small wonder then is The Opus' popularity with divas and screen stars who come to the hotel to find solace and relaxation in one of the five room styles not to mention the stunningly well-appointed penthouse. "Our market is more of an attitude rather than a specific demographic. We cater to those who seek a more intimate and relaxed lodging experience. In this respect our guests come from a wide area," says Craig, commenting that the leisure component of their business is roughly 30 per cent of bookings with the remaining 70 per cent coming from the corporate world and those in the entertainment industries.

The operation also includes Elixir; a true-to-form French-style bistro headed by master chef Don Letendre, a culinarian who has worked in some of the city's most celebrated kitchens, including the Moustache Cafe and the Pan Pacific Hotel. The property also houses Opus Bar; a lounge predicated on top shelf brands and cutting edge cocktail creations.

The Opus concept has moved lock step with the growth of the Yaletown area, a neighbourhood tucked away in the southeast section of downtown. Originally, the neighbourhood was one peppered liberally with commercial and industrial buildings that were anything but upscale. These buildings proved perfect as locations for the burgeoning 'dot com' companies that hit the scene in the mid to late '90s. The result was a gentrification of the area with a sudden bloom of restaurants, bars, retail chic and upscale condominium developments built to meet the needs of urbane 'techies'.

When the bubble burst on 'dot com' Vancouver's Trilogy Properties Corporation took advantage by purchasing a vacant lot and developing it into The Opus. Now, while some of the web design companies have moved on, others have moved in to celebrate the historic architecture and Soho atmosphere.

"Outside we have exposed brick that is very much in keeping with the historical style of Yaletown," says Craig. "Inside it's a different story with a modern very fresh design. We have a lot of window space that serves to deliver a wealth of natural light to the rooms. We have combined this aspect with a strong use of colour. Altogether, we have achieved a total design package that is unrivalled in Vancouver and is on a par with any contemporary boutique hotel in the world today."

Rooms feature all one would expect from a top tier hotel. High speed Internet, workstations and best-of-show bedding are all givens. What guests may not expect are incredible spa-style bathrooms, televisions that range from 27-inch to 42-inch plasma screen marvels, fireplaces and commissioned artworks. The hotel also features a business centre, in-room spa treatments and L'Occitane En Provence amenities as well as complimentary use of the house Mercedes limousine for shopping and theatre drop off.

Craig comments that the five room decor schemes move from traditional to very artistic and creative, an aspect that allows the property to offer a hospitality experience that is more easily tailored to guest personality and attitude. In fact the hotel has initiated a virtual lifestyle concierge database that is predicated on their choice of room style. Guests can tap the dbase for a recommendation on recreation, arts and culture activities or shopping that extend from old school to avante garde.

"The boutique hotel is all about customizing the offering. In this way, we are well ahead of other properties. In fact, the boutique concept has not really caught on in Vancouver as it has in other centres such as Toronto, Montreal and San Francisco. In this respect we are almost alone in the field."

The intimate size and custom nature of The Opus has attracted not just glitterati and taste conscious travelers, but corporate clients as well. Indeed, firms such as Gucci, Channel and Nissan have shown they appreciate the ability to book the hotel 'in toto' for product awareness sessions and large get-togethers.

"We offer our corporate clients the kind of control and atmosphere they need for successful events," says Craig.

He adds that part of their success can be attributed to the versatility of the staff who, given the small size of the hotel, are like family.

"We all have to be willing to do whatever is necessary to accomplish our goals of superior service. I might step in to work the front desk, make a reservation or handle the valet station,"' he says, reporting that they have recently launched their 'Day in The Life' program where staff can shadow another worker for a day to better appreciate different positions and create a total picture mentality at the hotel. Craig concludes that so much of what is The Opus is refreshing and new. To be sure, the property exudes classic hotelier virtues such as service and hospitality. However, in the end, it is its attitude and commitment to style that has vaulted this property to the top of the class.

 

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