By Vanessa Cavasinni, editor Australian Hotelier

Tower Hotel in Adelaide underwent a complete transformation late last year, and is already seeing a phenomenal return on investment.

The heritage-listed hotel underwent a multi-million dollar refurbishment in 2016, and since re-opening in November, has doubled its patronage and revenue.

Whereas the hotel used to attract an older demographic, owner Greg Maitland attributes the success of the renewed venue to ensuring that the venue was attractive to everyone.

“We pride ourselves on providing entertainment for all, whether you’re on the way home from the office, the construction site, or seeking a weekend brunch spot, the Tower Hotel is your go-to destination.”

The refurbishment included the conversion of the pub’s sports bar into the Ale House, which has 14 beers on tap; overhauling the main bar and creating a new beer garden.

There is also a 40-seat cinema for children, so that parents can unwind while their children are watching family films.

“The cinema is the first of its kind in Adelaide. We wanted to create a space kids could have an absolute blast and also give their parents the chance to enjoy dinner,” says Maitland.

The pub’s menu has also been overhauled, consulting a nutritionist to appeal to health-conscious punters. The food offering now includes a range of superfood salads.

The revamp has been made with the pub’s surroundings in mind.

“We’re right across the road from Uni SA’s Magill campus, so we wanted to create a fresh, go-to destination for students and young people.”

Tower Hotel is one of nine hotels in South Australia run by Maitland's GM Hotels.

The Shout Team

The leading online news service for Australia's beer, wine, spirits and hospitality industries.

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