News In BriefProfilesAccomProperties NewsNewsHotel NewsManagement Rights

Behind the scenes at StayCo: The team redefining management rights on the Gold Coast

StayCo’s portfolio includes premier properties like Artique, Bel Air, Belle Maison, Ocean Pacific Resort, and South Pacific Plaza

StayCo has swiftly emerged as a leading player in the management rights industry on the Gold Coast. Launched in September 2021, amid the challenges of the COVID-19 pandemic, StayCo has grown to own the management rights for five major resorts in the region.

This success is a testament to the company’s strategic vision, combining the personalised service of hands-on management with the robust financial stability, marketing power, and branding typically seen in larger corporations.

 Article originally published in Resort News – subscribe HERE

The new print edition of AccomNews is available now. Read it HERE

StayCo’s portfolio includes premier properties like Artique, Bel Air, Belle Maison, Ocean Pacific Resort, and South Pacific Plaza, all located on the Gold Coast, as well as two smaller permanent complexes in Brisbane. The group’s ability to thrive in a competitive market reflects its unique approach to resort management, which prioritises both operational excellence and the satisfaction of unit owners and committees.

Belle Maison

At the forefront of this growing enterprise is Melissa Pearson, StayCo’s general manager, who is driving innovation in the management rights industry with her blend of experience and passion.

Her journey, which began as a young child growing up in her family’s holiday park, has led her to this pivotal role, where she leverages her extensive experience and passion for creating vibrant resort communities.

Melissa says the group is “redefining the management rights resort industry by offering both the advantages of a larger organisation and the personalised service of an owner-operator.” She and her team aim to educate not only the wider community but also apartment owners about the unique benefits of being part of their group and the positive impact management rights operators have on complexes and the broader accommodation and tourism industries.

“Our team brings a wealth of experience, and collaboration is at the heart of everything we do. Everyone at StayCo has extensive resort knowledge, honed over years in the industry and through many years of working closely together,” Melissa said.

“By sharing their insights and expertise, our team members continually elevate each other, offering valuable advice and support. StayCo is more than just a corporate entity; it’s about our people and the dedication they bring to their roles.” In addition to the resort managers, many StayCo employees have been in their current roles for over 15 years, further contributing to the stability and strength of the team.

Melissa’s passion for the accommodation and tourism industry runs deep. Building on that early foundation, she has since accumulated 25 years of hands-on experience in the tourism and accommodation sectors, from working for internationally branded resorts to owning her own management rights business. Throughout her career, she has continually pursued professional development, earning a bachelor’s degree in business (tourism), a real estate licence, and numerous other credentials—each step reflecting her unwavering commitment to excellence in the industry.

Under Melissa’s leadership, StayCo thrives as a vibrant community, where the connections between owners, guests, and employees are central. Her belief in the power of people and culture is evident in every aspect of the company’s operations. Melissa and her partner, Josh van Egdom, began managing Artique 12 years ago, initially under Paul Picone, who owned the management rights at that time.

When Paul sold his four management rights to StayCo in 2022, Melissa and Josh seamlessly transitioned into the StayCo team. Their partnership extends beyond the professional sphere, as they successfully balance their business responsibilities with raising their two children. Melissa’s role as a devoted mother enriches her perspective, adding depth and balance to her professional achievements.

Having spent the last 12 years working alongside the majority of StayCo’s current building managers, Melissa has developed a strong rapport and a deep understanding of the team’s dynamics. “I work closely with our managers and staff every day, and we all genuinely love our work and our team.”

When introducing the experienced onsite managers who are crucial to StayCo’s success, Melissa emphasises their dedication: “They are all deeply invested in the daily operations and long-term success of the resorts. Their commitment to maintaining a high standard of care and attention to detail sets them apart from larger, more impersonal organisations.”

Among these exceptional managers are:

Andrew and Sue-Ellen Knox, Resort Managers at Bel Air, oversee 274 units.

Andrew and Sue-Ellen have now been with StayCo for the latter part of the year, and they are already making a significant impact at Bel Air. Andrew brings over 16 years of resort experience to the table.

Bel Air on Broadbeach

A Gold Coast local since 1980, Andrew initially owned a real estate office in Ashmore before transitioning to the hospitality industry in 2008. He managed Ramada Resort at Hervey Bay for two years before being headhunted by Peppers Resort, Hervey Bay, part of the Mantra Group, where he spent four successful years. Upon returning to the Gold Coast, Andrew managed five buildings for the Neumann Steel Group. Throughout his career, he has hosted prime ministers, sports stars, and entertainment celebrities. His dedication and excellence have been recognised with two awards from the Queensland Minister for Tourism for Best Deluxe Accommodation (Fraser Coast) and for raising $100,000 for the Red Cross through charity lunches.

Sue-Ellen, with a strong background in office and accounts management as well as experience running a family business, complements Andrew’s expertise with her amazing attention to detail and warm, empathetic approach. She is a true people person, fostering strong, positive relationships with her team, guests, and owners.

Sharon and Jim White, Resort Managers at South Pacific Plaza, oversee 84 units with nearly two decades of industry experience.

Having been at South Pacific for 13 and a half years, they have become integral to the resort’s success. Their passion lies in seeing unit upgrades through to completion, and they describe their relationship with the owners and committee as “awesome,” noting that their guests, particularly returnees and long-stay visitors, have become like family.

South Pacific Plaza

Elizabeth Cook, chairman of the body corporate at South Pacific Plaza, shared with Resort News the positive impact Sharon and Jim have had since their arrival: “Their presence was welcomed by all unit owners, as we firmly believed that South Pacific Plaza was best managed by a couple who not only resided in the building but also worked collaboratively with unit owners and the body corporate committee to achieve positive outcomes for the property.”

Over the past 13 years, Sharon and Jim have tirelessly worked to make South Pacific Plaza a highly sought-after destination for both tourists and investors. Recently, units in the building have been sold at premium prices, with rental occupancy often near 100 per cent. Elizabeth attributes these impressive results to Sharon and Jim’s proactive approach, encouraging unit owners to maintain and update their properties, thereby enhancing the value of their investments.

“As a professional and family-oriented couple, Sharon and Jim have been instrumental in fostering a strong sense of community,” Elizabeth added. “They’ve played a key role in encouraging many guests—from interstate, overseas, rural areas, and even locally—to book ahead for their annual return holidays, with some even opting for extended stays. Sharon and Jim White truly are gems.”

Josh van Egdom, Resort Manager at Artique, oversees 176 units.

Josh brings a level of expertise that sets him apart as a leading professional on the Gold Coast. With over 30 years of experience in the hospitality and accommodation industry, Josh’s career began in the restaurant sector, where he managed fine-dining establishments before moving into the accommodation industry. For the past 12 years, he has dedicated himself to managing Artique Resort, bringing a wealth of knowledge and an unwavering commitment to excellence.

Artique

Josh has built a strong and collaborative relationship with the body corporate committee at Artique. Through open communication and a shared commitment to long-term goals, he and the committee have successfully spearheaded numerous initiatives, ranging from large-scale body corporate projects to ongoing maintenance and enhancements that have significantly benefited the resort.

Peter Moore, speaking on behalf of the Artique body corporate, praised Josh and Melissa for their exceptional 12-year professional partnership with the committee. “The collaborative working relationship with the StayCo group, particularly with Josh, is highly respected by our committee,” Mr. Moore noted.

In addition to his long-standing role at Artique, Josh has also taken on the position of body corporate liaison manager for StayCo, a role created 12 months ago to provide additional support and guidance to the company’s other building managers and committees. His dedication and leadership continue to drive the success and growth of both Artique and StayCo.

Geoff Whybrow, Resort Manager at Belle Maison Resort, oversees 129 units.

Geoff has dedicated 23 years to this role.

Geoff Whybrow from Belle Maison

His long tenure is a testament to his deep commitment and exceptional management skills. The body corporate committee at Belle Maison expressed their profound appreciation for Geoff’s contributions, telling Resort News, “Managing and maintaining a property as expansive as Belle Maison is no small feat.

With over two acres of manicured grounds, tennis courts, a gymnasium, a pool, two spas, two saunas, and two barbecues, the scope of responsibility is immense.”

“As a manager, Geoff excels at coordinating all necessary works, skilfully overseeing staff and maintenance contractors, and ensuring strict adherence to body corporate regulations,” the committee spokesperson continued.

“Geoff’s friendly and hardworking nature is evident in his willingness to roll up his sleeves and dive into any task. He consistently fosters a positive environment and makes himself readily available to both owners and guests, addressing any issues that arise with ease.”

Over this period, Geoff has managed to renovate and refurbish the majority of units at Belle Maison, ensuring that owners’ investments are kept at a premium level.

Belle Maison

Jacki Hendy, Resort Manager at Ocean Pacific Resort, oversees 78 units.

Jacki shares that this complex perfectly resonates with her love for the ocean, symbolised by its distinctive blue and green tiles. As a vibrant and active mother of two wonderful children, Kristelle and TJ, and a proud grandmother to four beautiful grandchildren, family is at the core of who Jacki is.

While Jacki has many years of experience working in this industry, her journey into the accommodation industry and resort management has been enriched by a diverse range of experiences earlier in life. She reflected: “From travelling the globe with Trevor, my children’s father and lifelong best friend, to working in marketing, media, and events, and mentoring small business owners, I’ve had the privilege of engaging with many renowned figures over the years.”

Ocean Pacific Resort

“Whether it was being one of Madonna’s guests at her concert after-party in Sydney, being serenaded with ‘Happy Birthday’ by James Blundell at the old GC Indy, or mingling with international sporting superstars, these experiences have underscored the true value of meaningful relationships and family.” These relationship-building and PR skills have also enabled Jacki to generate numerous leads for the resorts, successfully hosting various groups, including international athletes and sporting teams, television production crews, and corporate and celebrity clientele.

Jacki’s professional life is deeply rooted in a genuine passion for caring for people. “Building strong relationships with our owners, body corporate, staff, tradespeople, and guests is essential to me,” she explains. “I believe in fostering a family-like culture within my professional community, which aligns perfectly with StayCo’s values. Now, as I approach my eighth month in this role, I can honestly say that I’ve never felt more at home, content, and fulfilled in my career.”

Melissa Pearson, who was recognised as Resly’s Best of Tourism Manager of the Year in 2023, is immensely proud of the team’s achievements. “Everyone at StayCo is deeply passionate about our resorts and the future of the company,” she says.

Despite challenges in the management rights industry, StayCo resorts are bucking the trend, consistently outperforming industry averages, according to STR data.

“Our model combines the robust financial backing and marketing power of a larger organisation with the personalised, hands-on approach of an owner-operator,” Melissa explains. This unique blend ensures that owners and committees feel part of a respectable brand while also receiving the individual care and attention they deserve.

Though StayCo as a company may be young, the team that comprises it is rich with industry knowledge and passion. StayCo benefits from a level of stability and experience that sets it apart in the industry. The team’s collective resort management experience spans well over a century, and they take great pride in the strong relationships and communities they’ve built within their resorts.

Melissa believes that StayCo’s success lies in delivering results for unit owners and bodies corporate, providing top-quality experiences for guests, and creating an environment where staff can thrive.

“We are also committed to promoting tourism and enhancing the Gold Coast’s appeal as a premier destination,” she adds. “By collaborating with our suppliers and industry partners, we support local businesses, contributing to the economic health and sustainability of our community.”

She also acknowledges the efforts of the marketing hub team: Cheree van Wijk (Group Sales and Revenue Manager), Larissa Broadbent (Marketing and Reservations Coordinator), Rachel Willits (Reservations Coordinator), and Brooke Clancy/Marketing Bud (who has been instrumental in developing the StayCo brand). The marketing team brings a wealth of industry knowledge and qualifications, enhanced by their hands-on experience within the resorts.

Cheree, with her exceptional skills in revenue and rate management, ensures that property owners are always in the best hands. She spends a significant portion of her day analysing data and trends, which allows StayCo to remain one step ahead in occupancy and rate maximisation. This dedication is evident in StayCo’s impressive STR data, consistently showcasing their success in the market.

Cheree, Larissa, and Rachel work closely with the managers and the resort teams daily and have a deep understanding of the business. This ensures a seamless partnership and allows for targeted marketing strategies that encompass a broad spectrum of channels. These efforts are not just about filling rooms; they are about attracting the right guests, from corporate clients and event organisers to holidaymakers, ensuring that StayCo resorts are consistently top of mind for potential visitors.

“Most importantly, the presence of our onsite managers is crucial in the face of rising competition from off-site short term accommodation providers,” Melissa notes. “Their personalised service and dedicated attention play a vital role in maintaining the value and appeal of our resorts.”

Melissa concludes by reflecting on the strong camaraderie that defines the StayCo team.

Recently, Andrew and Sue-Ellen Knox hosted a dinner for all the managers at the Bel Air Business Centre. “

After a wonderful meal and some great conversation, Andrew brought out his guitar and sang a few songs for us,” Melissa recalls. “It was a lovely evening and a perfect example of the strong relationships we’ve formed at StayCo.”

The new summer print edition of AccomNews is available now. Read it HERE

Leave a comment for the community...

Your email address will not be published. Required fields are marked *

Back to top button
WP Tumblr Auto Publish Powered By : XYZScripts.com
AccomNews