Marloes Knippenberg
A modern mixed-use development should empower communities through a 360-degree approach to management, says Marloes Knippenberg, CEO of Kerten Hospitality in this exclusive interview. The company is a dynamic, international hospitality group dedicated to the management of boutique and mixed-use developments in key destinations. Kerten Hospitality manages a portfolio of brands including Cloud7 Hotel, Cloud7 Residence, The House Hotel, The House Residence, Frikadell and OuSpace.
Investors in the Middle East’s hospitality and property development markets have long seen strong revenue-generating potential in mixed-use development projects. However, historically, approaches to these have been haphazard, with an owner attempting to partner with several specialist operators, from hoteliers, restauranteurs and leisure specialists to property, retail and commercial businesses. While this can work well if all the players are aligned, it can also cause construction and fit-out delays, brand mismatch, customer confusion and tensions between tenants, not to mention hefty overheads for the investor.
With a holistic approach to a mixed-use project, ideally provided by one operator able to manage every facet of the development, it is possible to establish a hub that features a conducive environment for tenants to work, live and socialize. Each element, from hospitality and housing to co-working and retail, should help to optimize space and drive value for both the investor and the local community.
Success depends on combining the right mix of brands with relevant operational expertise, aimed at the specific needs of a local, urban lifestyle. In the Middle East specifically, scalability, return on investment and the development of smaller and more affordable residential units by a single operator as part of a multiple-brand mixed-use project, are also critical. Ultimately, mixed-use projects should empower communities, enhance creativity and improve quality of life by reducing commuting time and related stress. Get it right, and a modern mixed-use development will play a key role in the development of sustainable communities.
Creating unique destinations
Mixed-use developments work best when each element complements the other. Owners can reap the benefits of leveraging joint maintenance and security management as well as operational costs for residential units, office spaces, parking facilities and infrastructure improvements. Add to the mix retail and leisure spaces and you will create a unique destination for those who seek comfort, good value for money and the option to rent rather than own.
However, it’s important to find an operator that offers the combined know-how and end-to-end expertise in operating all components of a mixed-use development, from conception design and fit-outs, through to the management of the facilities. In mixed-use projects, every single contributing factor matters; the evolution of teams well-versed in mixed-use design, housing and commercial financing, as well as property management and operational variables.
Hospitality comes first
We believe there’s an enormous opportunity for the hospitality industry to own this space. In my view, the hospitality industry to date has failed to address, in a wholesome manner, the need for a community-focused development that incorporates food outlets, laundry, health and wellness centres, entertainment corners and retail spaces placed above a complete floor of co-working spaces that accommodate entrepreneurs and large businesses alike in the spirt of collaboration. That is the creative space that enables our ecosystem to expand, develop and grow for a greater impact in society.
We see hotel brands now looking creatively at partnering with co-working brands or wellness experts in order to maximize under-utilized space; but why outsource this when those specialized in the art of hospitality are arguably best placed to deliver all of these services? It’s this space that Kerten Hospitality aims to fill.
kertenhospitality.com
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Marloes Knippenberg talks mixed-use projects
Marloes Knippenberg
A modern mixed-use development should empower communities through a 360-degree approach to management, says Marloes Knippenberg, CEO of Kerten Hospitality in this exclusive interview. The company is a dynamic, international hospitality group dedicated to the management of boutique and mixed-use developments in key destinations. Kerten Hospitality manages a portfolio of brands including Cloud7 Hotel, Cloud7 Residence, The House Hotel, The House Residence, Frikadell and OuSpace.
Investors in the Middle East’s hospitality and property development markets have long seen strong revenue-generating potential in mixed-use development projects. However, historically, approaches to these have been haphazard, with an owner attempting to partner with several specialist operators, from hoteliers, restauranteurs and leisure specialists to property, retail and commercial businesses. While this can work well if all the players are aligned, it can also cause construction and fit-out delays, brand mismatch, customer confusion and tensions between tenants, not to mention hefty overheads for the investor.
With a holistic approach to a mixed-use project, ideally provided by one operator able to manage every facet of the development, it is possible to establish a hub that features a conducive environment for tenants to work, live and socialize. Each element, from hospitality and housing to co-working and retail, should help to optimize space and drive value for both the investor and the local community.
Success depends on combining the right mix of brands with relevant operational expertise, aimed at the specific needs of a local, urban lifestyle. In the Middle East specifically, scalability, return on investment and the development of smaller and more affordable residential units by a single operator as part of a multiple-brand mixed-use project, are also critical. Ultimately, mixed-use projects should empower communities, enhance creativity and improve quality of life by reducing commuting time and related stress. Get it right, and a modern mixed-use development will play a key role in the development of sustainable communities.
Creating unique destinations
Mixed-use developments work best when each element complements the other. Owners can reap the benefits of leveraging joint maintenance and security management as well as operational costs for residential units, office spaces, parking facilities and infrastructure improvements. Add to the mix retail and leisure spaces and you will create a unique destination for those who seek comfort, good value for money and the option to rent rather than own.
However, it’s important to find an operator that offers the combined know-how and end-to-end expertise in operating all components of a mixed-use development, from conception design and fit-outs, through to the management of the facilities. In mixed-use projects, every single contributing factor matters; the evolution of teams well-versed in mixed-use design, housing and commercial financing, as well as property management and operational variables.
Hospitality comes first
We believe there’s an enormous opportunity for the hospitality industry to own this space. In my view, the hospitality industry to date has failed to address, in a wholesome manner, the need for a community-focused development that incorporates food outlets, laundry, health and wellness centres, entertainment corners and retail spaces placed above a complete floor of co-working spaces that accommodate entrepreneurs and large businesses alike in the spirt of collaboration. That is the creative space that enables our ecosystem to expand, develop and grow for a greater impact in society.
We see hotel brands now looking creatively at partnering with co-working brands or wellness experts in order to maximize under-utilized space; but why outsource this when those specialized in the art of hospitality are arguably best placed to deliver all of these services? It’s this space that Kerten Hospitality aims to fill.
kertenhospitality.com
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Rita Ghantous
Rita Ghantous is a hospitality aficionado and a passionate writer with over 9 years’ experience in journalism and 5 years experience in the hospitality sector. Her passion for the performance arts and writing, started early. At 10 years old she was praised for her solo performance of the Beatles song “All My Love” accompanied by a guitarist, and was approached by a French talent scout during her school play. However, her love for writing was stronger. Fresh out of school, she became a freelance journalist for Noun Magazine and was awarded the Silver Award Cup for Outstanding Poetry, by The International Library of Poetry (Washington DC). She studied Business Management and earned a Masters degree from Saint Joseph University (USJ), her thesis was published in the Proche-Orient, Études en Management book. She then pursued a career in the hospitality industry but didn’t give up writing, that is why she launched the Four Points by Sheraton Le Verdun Newsletter. Her love for the industry and journalism led her to Hospitality Services - the organizers of the HORECA trade show in Lebanon, Saudi Arabia, Kuwait and Jordan, as well as Salon Du Chocolat, Beirut Cooking Festival, Whisky Live and other regional shows. She is currently the Publications Executive of Hospitality News Middle East, Taste & Flavors and Lebanon Traveler. It is with ultimate devotion for her magazines that she demonstrates her hospitality savoir-faire.