Exclusive Interview with CEO of Adjara Group, the Company behind Stamba & Rooms
Exclusive Interview
Adjara Group is the largest and fastest growing company in the Georgian hospitality sector. It is a leader in implementing new standards, efficient management practices, and innovative ideas. It has gained international recognition with unique Georgian brands such as Rooms Hotel in Tbilisi and Kazbegi, Stamba Hotel, and the hip and hipster-friendly Fabrika Hostel and complex.
GEORGIA TODAY had the opportunity to talk with Valeri Chekheria, CEO of Adjara Group.
One of your best-known hotels, Stamba, won ‘New Concept of the Year’ at the AHEAD awards in London last month. How did it feel to be recognized like that?
It was unbelievable and feels like we won an Oscar. It is the most prestigious award in our industry. We are very proud and honored to be recognized by the leading figures in the hospitality and lifestyle sectors as well as in architecture, design and gastronomy. It goes without saying that the award brings many benefits to the country and particularly to Tbilisi as one of the key destinations in the world. I believe It is a victory not only for the hotel and the company but for the entire country.
When Adjara Group began developing the Stamba concept, did you have any expectation that the innovation and creative design elements would be so successful?
Well, of course, we were hoping for the best. We are always very confident in our projects and creations. We put so much passion, love and energy in trying to develop the most unique hotel experience- without faith in its success, this would not be possible. We push boundaries and set new trends. Therefore, our properties become innovations not only by local standards but by international measures. I am very happy that we contribute to building the country’s image abroad and showing the modern face of Georgia through our brands and creations while also offering the best to the local community.
AG started in 2010 with a Holiday Inn franchise, then branched out into its own brands, starting with Rooms. What was it like to make that transition?
Yes, in 2010, the company entered the Georgian hospitality sector by introducing and managing the first local Holiday Inn franchise, which successfully pushed the design and concept boundaries for the international brand. The transition happened in 2012 when Adjara Group converted an abandoned Soviet-era sanatorium in the mountainous region of Kazbegi into what quickly became the first Georgian lifestyle brand of Rooms Hotels. It has since gained global recognition and praise for its unparalleled location, architecture and design.
Today’s hospitality is about experience and discovery rather than solely about seeking accommodation. Therefore, we believe that our Georgian brands provide better access to the local community and offer the best of national art, culture and gastronomy. As I mentioned before, we offer a local experience to our guests through our brands and properties.
It is often said that Georgians are very brand-conscious and prefer well known international brands. Was there any apprehension about creating a new brand, unknown to Georgians, in Rooms, AG’s first independent-brand venture?
Yes, it used to be, but that is no longer the case. We are proud to have changed perceptions towards local brands by promoting and supporting Georgian products. Through our properties we have introduced very talented Georgian chefs, artists, architects, designers and young entrepreneurs. Today, I am happy to see that Georgians have regained trust and are more inclined to purchase national products and creations which stand out for their uniqueness.
The styles of Rooms, Fabrika and Stamba have inspired countless bars, restaurants and hostels across the country. Who is in charge of the design aesthetic for your properties and how do you explain its wild popularity?
Our hotels are mostly created by the in-house team of architects and interior designers responsible for the company’s construction projects. The creative team of 12 is known for turning historic and abandoned brutalist structures into stylish, contemporary properties.
Temur Ugulava, founder of Adjara Group, is personally involved in every phase of the development process, from concept through construction to interior design.
It also happens that we partner with other companies. Fabrika, for instance, was created in partnership with Multiverse Architecture and Rooms Studio was involved in the design of Rooms Hotel Kazbegi.
I suppose the popularity comes from our approach to creating new concepts. We do not follow the typical construction frames of pre-determined renders, but choose to make creative decisions on a daily basis. Therefore, our hotels are not copied images of already existing plans, but instead turn out to be organic, authentic and full of life.
What can we expect in the next few years from AG – any more groundbreaking, innovative projects?
We are hoping to develop new projects across the country. Rooms Hotel Kokhta-Mitarbi will open in 2019. Also, Adjara Group has invested in 3,000 hectares of land in Kakheti. The goal of the project is to develop the land with the help of the local population, establish an agricultural hub while transforming the area into a grand tourist destination. The Black Sea region is also of interest and we will most likely engage in new projects there in the future.
By Samantha Guthrie