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Melbourne-based Salter Brothers is rebranding the Kingsford Barossa in South Australia as the first of its newly minted Ardour Hotels & Estates chain after recently settling its acquisition of the historic property.
The alternative asset manager’s hotels division, Salter Brothers Hospitality, secured the Kingsford Barossa in October last year for an undisclosed sum.
The deal came on the heels of Salter’s $154 million acquisition of the Sofitel Adelaide, which settled in December.
Salter Brothers Hospitality, which currently has 17 hotels and 14 restaurants and bars under management, launched Ardour Hotels & Estates late last year with a view to creating a global brand of curated hotels and estates that offer ‘luxurious hospitality experiences within the most naturally stunning settings’.
The brand will sit alongside Salter’s nine Spicers retreats across Australia and the four Spa Anise by Spicers locations in its portfolio.
Salter Brothers Hospitality says the Kingsford Barossa, a property made famous as the Drover’s Run homestead the 1990s Australian drama series McLeod’s Daughters, ‘strongly aligns’ with the brand’s philosophy of creating luxurious escapes.
Set on 91ha along Kingsford Road at Kingsford near Gawler, the property was first built in the late 1850s and underwent a $10 million refurbishment in 2021 by previous owners the Ahrens family.
"We're excited to be launching our first Ardour in an esteemed destination such as the Barossa, with a reputation for premium food and wine,” says Tash Tobias, the CEO of Salter Brothers Hospitality.
“For guests seeking a luxurious escape from the everyday, we'll be creating an iconic hospitality experience that brings together the best of the Barossa with the beautiful Australian backdrop and luxurious spaces available at Kingsford.
“Our team is looking forward to warmly welcoming guests and providing a rewarding and memorable experience."
Salter Brothers Hospitality was established last year to address what the fund manager sees as a gap in the market for a ‘specialised and dedicated boutique lifestyle luxury manager with regional and CBD capabilities and expertise’.
The move was driven by Salter Brothers’ acquisition in 2022 of the Spicers Retreats from travel industry rich listers Jude and Graham Turner for a reported $130 million in 2022 with the aim to place the group’s leisure assets onto a single platform.
Salter Brothers, which was founded in 2014 by brothers Paul and Rob Salter, says its regional hospitality growth strategy is backed by Tourism Research Australia’s findings that 46 per cent of the country’s tourism expenditure, totalling $107 billion, occurs in regional Australia while investment in quality accommodation is left wanting.
South Australian Minister for Tourism Zoe Bettison has welcomed Salter Brothers’ decision to locate its first Ardour Hotels & Estates property in the state.
"I look forward to seeing Ardour Kingsford Barossa draw visitors to the region where tourism is currently worth $281 million to our state," says Bettison.
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