NEW TOURISM ENTREPRENEUR OF THE YEAR
Mr Geeson P. Lawadinata
Executive Director, Grace International Pte Ltd

“Slightly naughty, but never tawdry” – no, Geeson P Lawandinata is not describing himself but his one-year-old baby, The Scarlet hotel.

For launching Singapore’s first five star boutique hotel and setting it “apart in the hotel industry by creating properties that pay great attention to creativity, aesthetics, innovation, and information technology”, the Executive Director of Grace International, was awarded the New Tourism Entrepreneur of the Year in STB’s Tourism Awards 2005.

The Scarlet is an 84-room hotel located at the site of the former Inn of Sixth Happiness boutique hotel in Chinatown. Geeson invested S$45 million in the acquisition and conversion of the site to The Scarlet which is housed in a row of 14 two-storey shophouses and a four-storey shophouse.

The hotel won the Urban Redevelopment Authority Heritage Awards last year for its conservation efforts.

On winning the New Tourism Entrepreneur of the Year award, Geeson told P@SSPORT, “I felt very pleased and extremely honoured that my team and my efforts have been recognised by such a prominent body like STB.”

But, he added, “the honour of course comes with a greater responsibility – to continue to be deserving of this award in the coming years ahead.”

The Scarlet was Grace International’s first project and “was especially challenging”, said Geeson.  With no experience in the hotel industry at all, the 36-year-old entrepreneur said he was motivated to create The Scarlet because “I'm an avid traveller and have a penchant for hotels with a personality”.

Geeson’s prior experiences include a stint in the Finance industry as the Treasury Analyst for American Express International in Singapore before he opted to join the family business. Today, he sits on the board of various investment companies in several countries, specialising in property development, manufacturing and trading.

Added Geeson, “I have also always been interested in challenges that combine the demands for artistic creativity and for providing opportunities for people to savour new and unique lifestyle experiences. The Scarlet Hotel matched this aspiration perfectly.”
 
His vision was to create a hotel that offered a unique experience, “right from the visual experience to every detail of feel, touch and taste”.

What was also unique was its location “in a part of Singapore that is rich with heritage and history yet so notoriously known as the former red light district”, he said.

“We do not propose that our hotel should be symbolic of anything of the racy sort, but still we want to maintain a certain element of fun and retain that risqué past in the way we theme our hotel.”

In other words, “slightly naughty, but never tawdry”.

“The Scarlet is over the top to some extent but nevertheless, we want people who come to our hotel going away with the feeling that they have partaked a little of the good life, the food, the ambience and the pampering service.”

Beyond the good press it has generated, business has also exceeded forecast, said Geeson.

“Our occupancy rates hover at 80% plus, with a healthy average rate. The Scarlet has garnered quite a lot of support from the media locally and internationally, which I'm very thankful for.

“I think many people are awed by the experience that we were trying to create for them. Everything that has happened so far has exceeded my personal expectations.”

Geeson hopes that The Scarlet’s success will encourage more players to enter the segment. “There're currently very few, and I feel there should be more, to put Singapore on the map, as a destination for designer boutique hotels, amidst other achievements.”

Asked if customer service was as critical in designer hotels given that customers may be buying into more the design than the service, he said, “Design and concepts are critical to entice a guest initially, but we need to maintain their interests with service with a personality.

“More importantly, we cannot overlook the fact that it is the glue, dedication, team work and the passion of the hospitality that makes a hotel truly successful.

“Certainly, hardware, bricks, mortar and art are important, but they would not count for anything if we do not have the right mix of people making up the team that is completely aligned to our vision and concept.”
 
Meanwhile, encouraged by the success of his first hotel, Geeson said Grace International was looking at opportunities around the region and beyond. It has drawn up a five-year plan, with acquisitions planned to take place in Asia Pacific, Europe and the Americas.