Simon Rhatigan purchased the Feversham Arms in 2003 (at the time it was a 3* Coaching Inn with 18 rooms).
In 2005 Perception Sales & Marketing were appointed to represent and promote the hotel to the local / national market utilising a combination of sales activity and direct marketing.
In 2006 Simon added additional rooms to the hotel and in 2007 the final stage of the development was initiated including the addition of a new reception, library, additional suites and a luxury Spa.
In 2008 the £5.3 Million investment was completed – increasing the hotel size to 33 bedrooms including 22 suites. Perception were asked to pitch for the business to launch the Spa to the UK market. We
won the pitch and commenced PR services in July 2008; in 2009 the contract was extended to incorporate PR for the entire hotel.
Launch The Verbena Spa to the UK market utilising local, regional and national publications
Ensure The Feversham Arms remained in the forefront of people’s minds following the vast investment and extension of the property
Ensure the spa was recognised as an individual identity separate from the Feversham Arms, and builds up a reputation in its own right -The Verbena Spa
Target key Beauty and Travel Editors from both online and print media
Attract local regional media in order to capture the valuable ‘day spa’ market
Focus on spa media and trade for opening spa coverage
Include the conference bureau and tourist board in events and promotion
Maximise the promotion of reader offers and competitions to drive need periods
The award of ‘AA Hotel of the Year’ 2009-2010
Launch of exclusive Product House Anne Sémonin at the Verbena Spa in October 2009
Significant coverage in Regional and National press, including 25 pieces of coverage within the first 3 months before the launch of the Verbena Spa including Yorkshire Business Insider, Spa World, Hospitality & Events, Event Magazine, Spa Opportunities and Beyond Leeds magazine
Extensive national media coverage in the 18 months following the launch including coverage in CondéNast Traveller, Elle, Tatler, Cosmopolitan, Professional Beauty, European Spa, Harpers Bazaar, The Guardian, The Times, The Independent, Daily Mail, Tesco, The Yorkshire Post North East Exclusive, The Press York, Living Edge Magazine, The Leeds Guide, Living North etc.
Commercial return on investment surpassed all expectations with the Spa delivering annual projected results within the first 6 months of opening. Pre-sales of gift treatments and product is projected to double year on year and the hotel is exceeding all projections despite the economic climate.
