The Crest Apartments: A Perfect Storm
The luxury Crest Apartments Main Beach is an 18-storey high-rise that is located adjacent to the scenic Main Beach that exudes a coveted casual beach lifestyle and access to one of the Gold Coast’s best surf patrolled beaches.
These exquisite Main Beach apartments are located just five minutes north of the hustle and bustle of Surfers Paradise, in close proximity to Sea World. Tedder Ave is on the doorstep, with its award winning restaurants and beautiful boutiques.
This is truly an enviable location; one that is not only very popular with returning guests but also resort managers!
Let me explain: Susan and Gary McAlpine successfully managed Crest Apartments Main Beach from 2001 to 2007.
When they sold it on it was a popular and highly regarded luxury resort with a consistent 80% occupancy rate. In 2013 Susan and Gary along with their daughter Racheal and her husband Sean Babbage bought back the management rights and as a family enterprise they have set about returning this slightly tired resort to its former magnificent glory.
The resort features a selection of family friendly, self contained one and two bedroom apartments, plus three bedroom penthouse apartments; each with generously proportioned glass balconies and floor to ceiling glass windows designed to fully capitalise on the remarkable views.
By 2013 the apartments and common areas had aged and were in need of a nice clean refurbishment! So this hardworking and proactive family decided that their first job as new managers would be to assess guest reviews and act on them.
Racheal Babbage explains, “Prior to purchasing the business we read online reviews that clearly said the apartments were in need of refurbishment. Once we inspected the apartments it was clear that many of the apartments needed some attention. The owners of the apartments were incredibly supportive, they listened to our suggestions and authorised us to refurbish as required.”
The experienced Susan and Gary took charge of the refurbishment and led a team of housekeeping staff who they describe as “the backbone of this business” to spring-clean the apartments. After all the apartments were freshly spruced, Susan (who already had a rapport with most of the apartment owners) was given full support to go ahead and use her fine skills to refurbish.
Whether it was new carpets, painting, new furniture, kitchen re-fits or total apartment refurbishment packages, Susan’s judgement was trusted and she was given the green light to go ahead and do what she does best.
The refurbishment results are incredible and guest response has certainly been very positive, one reviewer chosen from the many positive reviews on TripAdviser says: “We have stayed at the Crest Apartments on a number of occasions and have never been disappointed. The staff is always friendly and helpful and the apartments are clean and spacious. There have been renovations done since our last visit which have only made the apartments even nicer!”
The refurbishment has been hard work and Racheal proudly says, “We’re at the point now where potential guests call directly after reading reviews that mention the refurbishment of rooms, they request a refurbished room and we are able to assure them that most apartments are now in that category!” She confirms, “It’s a good position to be in!”
This is a family business and this family is an effective team. While Gary is in charge of maintenance, grounds, and accountability of cleaning staff, Susan is responsible for refurbishment, accountability of cleaning staff and reception. Sean has body corporate, sales and marketing and finances among his remit and Racheal is the front office manager and she concentrates on guest relations. Of course success is only possible when loyal, competent and personable staff supports you and happily Racheal admits that they are very lucky to have the kind of staff who, “always go above and beyond.” She says: “We are very fortunate to have them on-board.”
Gary and Susan are very experienced resort managers, not only with a history at The Crest Apartments but they own several other management rights in the Gold Coast where they are mostly silent partners. They are “hands on” managers here at The Crest Apartments with their daughter and son in law but they also help manage The Spinnaker (a residential block) with their son Adam and daughter in law Carolyn. This couple certainly do not take the easy road! Life is very busy for them but also very rewarding and this family obviously work well together.
Sean and Racheal are new to management rights but have the guidance of their very experienced parents. Due to fate, the Crest Apartments holds a very special place in this couple’s hearts and it is no wonder they decided to return here. Back in 2006, Sean was renting an apartment in the Crest Apartments when he met future wife Racheal in the elevator!
The couple moved to Melbourne where they both had successful careers: Racheal had a leading role within education and Sean had a successful career in sales and marketing that took him all over the world. Both decided to leave their careers in 2013 and return to Crest Apartments; who can blame them? They are now happily surrounded by family, reaping the rewards of all their hard work. Not to mention the remarkable lifestyle that Main Beach has to offer.
The progress that has been made is to be highly commended especially considering the short length that has passed since this family obtained their management rights. Online reviews have improved drastically; so much so, that TripAdvisor have awarded the Crest Apartments a certificate of excellence (only 10% of businesses world wide are offered this) and their TripAdvisor ranking has moved from 14 to three.
Their monthly occupancy levels have also increased up to 33% when comparing figures to last year. In addition to this they were recently awarded the Rotary Club of the Gold Coast Pride of Workmanship Award. This is a huge honour and a just reward for Racheal with her dedication to customer service and excellent front desk skills.
This fine resort not only boasts an incredible location with delightful apartments and picturesque views but it is now fortunate to be managed by such a unique family, offering unique skills, experience and talent! This resort has seen unbelievable growth and improvement in a very sort space of time and with this family at the helm I have a feeling the perfect storm will continue to roar.
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