James Burton, Managing Director, Day Life Division, Sunset Hospitality Group
Founded in 2011 Sunset Hospitality Group (SHG) was incepted with a vision to create unique hospitality experiences around the world, ranging from resorts and beach clubs to restaurants and nightlife venues. More than a decade on SHG continues its impressive growth. Commenting on the company’s growth outlook James Burton, Managing Director, Day Life Division, Sunset Hospitality Group shared, “By the end of 2023 we’ll be present in 14 countries with 50+ venues.”
Currently SHG already has presence in 9 countries across 26 brands delivering a blend of high-quality services at exceptional locations. The portfolio includes METT Hotels & Resorts, Azure Beach, Ammos, Drift Beach Club, AURA, SUSHISAMBA, DREAM, L’Amo Bistro del Mare, Black Tap, Luigia, Lola Taberna Española, Goldfish, Isola, Raise Fitness & Wellness and many more.
In an interview with RetailME Burton spoke about SHG’s business milestones, learnings from 2022 and growth outlook for 2023.
Let’s start with your business milestones over the past 12 months.
Starting with the successful opening of AURA Skypool Lounge, named the world’s first and highest 360-degree infinity pool. As a result, the popular destination received massive attention from local, regional and international media. While Azure Beach has been recognised as one of the UAE’s ideal destinations for weekenders and holidaymakers. Azure first launched the pool parties in 2018 and since then, the concept has been very well received by residents and tourists. The brand has expanded internationally, opening in Lebanon and soon, in Spain.
What are your three key learnings from 2022?
Tell us about SHG’s growth strategy for 2023.
We will utilise the recent Goldman Sachs investment of $35 million for our ambitious expansion plans. Some of our upcoming openings include Mott 32, a Chinese restaurant founded in Hong Kong. A new high-energy lounge concept ATTIKO in the rooftop of W Mina Seyahi and Signor Sassi, an iconic Italian restaurant from London that will open in St Regis The Palm. Beyond Dubai, we aim to open 15 additional international venues cementing our presence across 14 countries by the end of 2023. In addition, we are actively seeking additional investment across Europe and the US and are looking forward to seeing what the future holds.
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