10/02/2010

Sir Rocco Forte, extra elegance


After joining Forte Plc, the company founded by his father, in 1969 and managing more than 800 hotels and 1,000 restaurants, in 1996 Sir Rocco Forte created his own hotel group, The Rocco Forte Collection. An adventure that is both personal and financial, which has successfully won its letters patent of nobility and promises a bright future ahead.

They call him Sir Rocco Forte. An honorary title of which this businessman is especially proud. A distinction which he can claim since 1994. That year, he was knighted by the Queen in recognition of services rendered to the British tourism industry. A few years later, in 2005, he received the Grand Cross of the National Merit Order of Italy for his entrepreneurial skills and the close relationship he has always enjoyed with Italy. Such is the life of Sir Rocco Forte.

An atypical company director, he has collected awards, honours, titles of glory. A marathon runner who has participated in Iron Man and several triathlons, a bold man with that little something extra which makes all the difference. The extra that, at the age of 64, gives him unflagging enthusiasm, motivates him with unwavering determination and helped him build an empire. An empire that bears his name: The Rocco Forte Collection. But this is not just any collection.

These are 11 of the world’s top luxury hotels and another two under management contract. Some have names which alone suggest of moments of exception. The Astoria in St Petersburg, Brown’s Hotel in London or the Richemond in Geneva are just a few examples. “When I created my “Collection” in 1996, I did not want to give birth to yet another brand or chain like all the others already existing across the globe. From the beginning I made sure that each hotel in our collection had its own personality, which it retains despite any renovations we might carry out.

It also has to fit in perfectly in its surroundings,” emphasises Sir Rocco Forte. As proof of this philosophy, the very first acquisition, The Balmoral in Edinburg. Opening the ball in 1997, this hotel with 188 rooms and suites has a major advantage: its location in the heart of the city and its unobstructed view on the castle. The same is true for the Savoy in Florence, on the Piazza della Repubblica, not far from the Duomo, or the Hotel de Russie in Rome, on the very fashionable via del Babuino, a stone’s throw fro the Piazza del Popolo. “I am particularly moved by establishments which not only are an integral part of their city, but also have their own history and thus a soul.

This is why I was attracted to the Hotel de Russie. It is a legendary place where the Russian imperial family came to stay in the 19th century. I was also immediately drawn to L’Amigo in Brussels. Why? Simply because it occupies a former prison. Not to mention one of our most recent openings, The Augustine in Prague which is spread over seven historic buildings as well as a 13th century monastery,” he tells us.

To respect the legacies of the past which continue to permeate some of his hotels, Sir Rocco Forte and his team do not hesitate to collaborate with art historians and historical monument architects. But the very unique spirit of this collection is not limited to solely historic souvenirs. The hotels must also meet a certain number of essential criteria such as great attention to detail, impeccable service, the latest technological equipment, as well as a décor with character. Thus, The Augustine boasts furniture inspired by Czech cubism from the 1930s, while the Amigo pays homage to surrealist painter Magritte, a native son, with several reproductions of his work.

“My sister Olga Polizzi is in charge of our design department. She is the one who gives our establishments this very unique vibrancy, this incomparable touch”, the entrepreneur continues. And this is true not only in the oldest hotels but also those more recently built, whether they display classical architecture or sport a totally contemporary look. Modernity must take nothing away from the charm. One example, the Lowry Hotel in Manchester. With its glass façade, it has become a landmark in the city, an emblem, as well as the first five-star hotel.

“For thirteen years we have pursued the same goal, achieving an air of exclusivity. While today we are playing on the same field with the Four Seasons, the Ritz Carltons and Mandarin Orientals, we still intend to pursue our development further.” Up to now present mostly in Europe, the Rocco Forte Collection is expanding to new horizons. In autumn 2010, they will take over the management of a hotel in Abu Dhabi and another in Jeddah in 2011. Also this year, they are opening a resort with a golf course and spa in Marrakech and by 2012 another in Cairo.

“My ambition is simple. I would like to have a presence in the world’s key cities such as Paris, Madrid, Milan, Barcelona and Moscow. I would also like to make our mark on New York, of course! But I also want to stay in touch with the desires of my clientele which are deeply rooted in our time. This is why we have not skipped over several indispensible criteria, such as developing golf courses, spas and restaurants.

In a quest for excellence, we approach top chefs such as Mark Hix or Fulvio Pierangelini for their input, for example, and we have a Michelin-starred restaurant, the “Number One” in Balmoral. But what I am particularly proud of right now is the Verdura Golf Resort & Spa in Sicily. Opened this past August, this resort combines all the elements that should adorn a hotel today. A superb golf course, an extraordinary view, a spa, a very Sicilian décor and unforgettable food and wine. The resort boasts 203 rooms, 1.8 km of beach and 230 hectares where guests can stroll about to enjoy a feeling of infinite space, of freedom. The Verdura Golf Resort & Spa is the perfect symbol of our brand, the example of what our upcoming openings should be,” concludes Sir Rocco Forte.

www.roccofortecollection.com

By Valérie Ferrer