Diversity challenge

A new bar menu is in place at the Brown Trout Golf and Country Inn, and stock controls are taking place weekly. Proprietor Bill O'Hara hopes to boost gross profit to 64% - it is currently running at 57%. Bill has been appointed to the board of CMV, a consortium of independently owned hotels.

Bill O'Hara and his sister, Jane, are looking at the feasibility of building 12 luxury, self-catering apartments in the grounds of the Brown Trout.

The idea is not a new one. It was first mooted by Bill's father, William O'Hara senior, when he sold his hotel - the Royal in Bangor - last summer. To avoid heavy tax payments, the profit from the sale needs to be invested within three years.

At the time of the sale, William O'Hara had come up with the suggestion of building the apartments alongside the Brown Trout.

Back then, Bill was apprehensive about the proposal. Now he has come round to his father's views and believes the idea has potential.

"At first I couldn't see how I could make money out of a venture like this without harming business at the Brown Trout. But I have now hit on a point of differentiation," he explains.

"The idea is to create high-quality apartments that will be better than the bedrooms in the hotel. They will appeal to people who want luxury and a bit more privacy than standard hotel guests. If we charge a premium for the apartments, we hope we won't attract families who just want a cheap self-catering holiday."

Building and fitting the apartments will cost about £450,000. Bill's gut reaction is that the venture could be a good money-spinner - but gut reaction is not enough.

Consequently, tomorrow Bill and Jane will spend all day in the Northern Ireland Travel Trade Workshop, at the Radisson Roe Valley Hotel in Limavady. The workshop, organised by the Northern Ireland Tourist Board, is a forum for travel agents and other buyers of the hospitality business, from the UK, Europe and USA, to buy accommodation in Northern Ireland.

Bill and Jane will spend the day finding out whether self-catering apartments would be of interest to these buyers and, if so, whether demand would be for one or two-bedroom units.

If feedback seems positive, a decision on whether the project will go ahead will be made by the end of this month. This will then be the time to start number-crunching and to draw up a business plan.

Timing is crucial to meet printing deadlines for next season. "If we want to feature the new accommodation in any brochures, we need to start building as soon as possible," says Bill.

Despite continuing political uncertainty, Bill is quietly optimistic about adding the new accommodation. Overseas bookings, which had been non-existent during the aftermath of February's Canary Wharf bombing, are now looking up.

During the past two weeks, the Brown Trout has received bookings for 50 bed-nights for the coming summer. Bill does not believe he will hit the 80% occupancy achieved during the season last year, but if he reaches 75% he will be happy.

On target, and helping to sustain business whatever the political situation, is golf. Over the Easter fortnight, golf brought in £8,586, compared with £3,737 brought in 12 months ago.

Bill believes a mix of good weather - with the season starting earlier this year than last - and well-targeted marketing are behind the success.

Mailshots to clubs and societies throughout Ireland have proved a winner. Last year the Brown Trout hosted some 80 society outings which, inclusive of drinks and dinner, were worth about £400 each. "Groups use us as a base to play courses such as Royal Portrush. But while they are here they also play golf with us," says Bill.

Local interest in golf is also rising. Bill recalls that, when he first took over from his father at the Brown Trout in 1989, golf revenue was so little it was not even recorded as a separate item.

The golf-course was put in by Bill's father in the 1970s. In 1990, the golf club had 60 members bringing in £3,000, with green fees generating a further £5,883. In 1995, there were 200 members worth £24,000, with green fees notching up £28,209. Golf expenditure last year including staff wages amounted to £28,209.

Over the coming 12 months, Bill expects membership to increase to 250, with costs remaining more or less static. Mailshots to clubs will continue, albeit it on a low-key basis.

A generator of goodwill, although not of income, has been the recent addition of a stairlift for disabled people, allowing them easy access to the restaurant. Bill is delighted with his investment - £1,400 plus VAT. "It's not just disabled people who are using it, but also older people. It's amazing how much goodwill it has generated. At first I thought it was unsightly so I hid it away.

"But it's brought me so much positive feedback that I now keep it in the open. Recently, a group came in with a disabled person who would normally have to eat in the bar downstairs. Now they can all eat upstairs together, and I've created a lifetime customer."

LAST visit to the Brown Trout: 6 June