Samantha Farrington

• Lead the multi-property South Terrace Precinct, overseeing Hotel Alba , HotelMOTEL and The Terrace Hotel during periods of significant transformation. Responsible for operational leadership, redevelopment delivery, brand creation, team performance, and precinct-wide commercial outcomes.

Key Achievements:

• Developed and launched the HotelMOTEL and Hotel Alba brands, defining concept, experience, identity and operational framework.
• Key contributor to the redevelopment and pre-opening phases for all hotels, guiding concept direction, market positioning and launch strategies.
• Delivered new F&B concepts across the precinct, enhancing guest experience and local market appeal.
• HotelMOTEL awarded Best Redeveloped Hotel (SA) – AHA SA Awards.
• Hotel Alba awarded Best Redeveloped Hotel – National AHA Awards.
• Directed daily hotel operations, ensuring exceptional guest experiences and efficient service delivery.
• Implemented cost-control measures, optimizing resource allocation and enhancing profitability across multiple properties.
• Developed and executed strategic marketing initiatives, increasing brand visibility and driving occupancy rates.
• Mentored department heads, fostering professional development and promoting a culture of continuous improvement.
• Analyzed market trends, adjusting pricing strategies to maximize revenue and maintain competitive advantage.
• Collaborated with cross-functional teams to streamline processes, improving operational efficiency and guest satisfaction scores.

• Led the hospitality arm of Australia’s largest motorsport precinct, overseeing accommodation, F&B venues, conferencing spaces and corporate hospitality for major racing events.
• Key Achievements:
• Delivered full pre-opening operations; hotel launched successfully in April 2018.
• Drove non-motorsport market revenue to 30% of total business pre-COVID, including C&E growth.
• Designed and delivered Apex Bar & Dining concept, transforming F&B performance.
• Launched Pit Lane Weddings and rebranded all conferencing spaces with new styled visual identity.
• Led hospitality operations for four Supercars rounds with corporate catering contributing 21% of annual F&B revenue.
• Maintained strong financial performance across rooms profit (62–65%) and payroll efficiency (25–27%).

• Developed and implemented comprehensive marketing strategies to enhance brand visibility and engagement.
• Led cross-functional teams in executing promotional campaigns, resulting in increased customer acquisition.
• Drove the full relaunch and market repositioning following renovation and rebrand in 2015.
• Managed 80 major corporate accounts, delivering contracted room night goals.
• Negotiated wholesale and inbound rates, strengthening domestic and international channels.
• Led the Event Sales Executive and supported operational delivery during peak periods.
• Developed the annual sales plan plus tactical market initiatives across multiple segments.

• Developed and implemented strategic sales initiatives to enhance revenue and market presence.
• Led sales team in achieving quarterly targets through effective training and performance management.
• Analyzed market trends to identify growth opportunities and inform product positioning strategies.
• Cultivated strong relationships with key clients, enhancing customer loyalty and repeat business.
• Led the C&E sales office (team of 3) for an 8‑room, $3m C&E business.
• Achieved 55% conversion in corporate and 15% in weddings, maintaining record‑high revenue months.
• Consistently delivered average 40% profit margin for C&E in FY14.