Owner of Sole on The Ocean
Tom Feeley is owner of Sole Hotels and founder and principal of WaveStone Properties.
We are currently looking at two locations for development. One in the Florida Keys and another one in Colorado. We are working hard to perfect our brand identity so that no matter where you choose to vacation with us, we continue to deliver a consistent and uniquely Sole experience.
The key to Sole Hotels’ success is our relaxed and friendly approach to service. We are a very corporate organization, however on the hospitality level we like to think of ourselves as our guests’ extended family. We’ve taken all measures to assure that their stay at Sole is synonymous with a superior experience. However we are mindful for these hi standards not to sterilize the guests’ connection to our properties and the brand. It is a fine line but with it we have found our niche.
With two very different properties under the Sole umbrella, our marketing approach is the key in creating a quintessential Sole experience. While our Montauk property embraces a very beachy, kicked back vibe in both architecture and style, the Sunny Isles location is homage to modernity that speaks to the Miami dynamic. Through marketing we have fused these smilingly uncommen properties by way of the music we play, the scent that lingers in our common areas, and other small details that create a collective that is our own. In turn, these tying details allow us to be site-specific with such things as the F&B. In Montauk the Backyard restaurant embraces the “farm to table” approach while in Sunny Isles we celebrate the international gastronomy that reflects the very metropolitan demographic there. We continue to explore that specificity through retail and other brand partnerships and encapsulating experiences which allow us to define the areas we are in.
The ideal experience would be one that creates brand loyalty. Whether it’s through personalized service or ability to create a unique experience by way of incentives and packages, the ideal experience captures and pulls at our audience’s heart’s strings.
How important is location selection to the success of your hotels?
As a group we’ve always fancied ourselves slightly unconventional. Sole East open its doors way before Montauk’s advent. Look how that area has matured! We think Sunny Isles is to Miami what Montauk is to the Hamptons…cool enough to stand apart from the others. As we look at our projected growth I think we will always consider locations that offer something unusual. We have been able to capture an audience with that motto and I think we will carry that on.
What qualities make a 5 Star Hotelier?
Determination, out-of-the-box thinking, and the ability to deal with problems without succumbing to them.