The Model:
Purposefully positioned to be a differentiator… Santé is a brand that looks like no other.
If not luxury, not convenience, not a budget offering, then what it is it that we strive for?
Authenticity. Not a word you hear very often in hotel-land. Santé should feel like living in your world, with your people, with what you need to satisfy a life lived fully. It’s a sort of ‘by the people, for the people’ aura. Front of house isn’t your concierge in a three piece suit.. it’s a mate you can ask for a hand. Food isn’t a Michelin star offering, it’s a version of your own kitchen.
Much like a ‘House’ membership provides people a place to go, a bar to drink at, a room to work in and perhaps a pool to swim in (and some parties) with likeminded people, Santé will be just that but with adventure and sport at its core… not swank.
The MVP (this is what I’m fundraising for).
Architect’s Impression
Ensuring we deliver the right spaces is central to the success of the whole concept. Each location will be tied to a central theme, whilst being allowed to express its own local vernacular. Working with the wonderful team at Watershedd we aim to bring a small number of illustrations to life, showcasing what Santé will be like when you come down the drive, enter the front door or rest your head for the night.
Branding
I don’t know if Santé is the right name. I certainly don’t have the skills to design our content, build a campaign across social media/PR/in person events and I doubt I can even choose the right colours! So I’ll be working with Esther Shelley’s design practice to deliver a one-off proposal of what Santé is going to look like on the screen, on paper and IRL.
Esther and the architect studio (below) will be collaboratively working on the themes we need to portray in our media, and the spaces we are proposing. We hope to achieve an outcome that is appealing to both potential future members, and investors alike.
Influence(rs)
Influencers will sit at the centre of our strategy. It’s key to note that not all influencers are created equal. I’ll be approaching some of the athletes, thought-provokers and educators at the forefront of their industries. People who can draw a crowd, inspire a person to grow and be ambassadors for a brand that can support them as much as they can support us. This is not for tik-tok dancers.
Early Adopters
Working with a core group of influencers, we’ll deliver roadshow events to raise awareness of the potential offering, build a following, populate a mailing list and sign up early adopters into founder-memberships before an agreement to purchase a property has been discussed with a Capital Partner.
The key aim here is to show proof of interest and buy-in so we can line up a deal for the purchase of the first location. For now, you signing up to our mailing list will help!