Situated on the beachfront of Glenelg, Seawall Apartments was founded in 1977 by the late Alan Osborne. His daughter Rachael has continued the business for the past 20 years and has now taken over ownership of the iconic location.
Growing up at Seawall, Rachael uses her insider knowledge and passion to continue to offer stunning and unique boutique beachside accommodation.
“Alan’s vision in the 1970’s was to purchase and retain the grand old buildings along the South Esplanade at Glenelg and provide accommodation for visitors to Adelaide.
“It was a time when the seaside was not ‘trendy’ – hard to believe,” says Rachael.
Over the past 12 months, the team at Seawall have been committed to working on their brand and overall image in the market.
“We have continued to renovate the exterior and interiors of the property, create new marketing materials and update our existing branding with a new website and updated logo.
“Every week we work on our marketing and PR with Mardi Zeunert of Create.Talk, a contracted Marketing/PR professional who has become a part of the team.
“She drives our social media and contact with the media, targeting those who we feel are aligned with our offering, which has resulted in coverage across many mediums, not just social media which is essential.
“We also commissioned a wall mural called ‘Beastly Sea’ with local South Australian artists.
“We have used this in our marketing, as well as providing the community with a beautiful piece of art to enjoy and talk about.
“Continuous marketing of the business and its activities is key to building your brand story, as is sharing authentic content with really good photography across all media you put out.”
Rachael says it is important for operators to take the time to review their business and establish areas for improvement.
“By undertaking an entire audit of the business over the past 12 months, we were able to establish what has been working, what has not and focus on our goals for the next five years.
“Our team is not driven by trends. We continuously assess who our customer base is and deliver what they want.”
Likewise, the business is heavily invested in ensuring their staff are trained to the highest standards, providing the ultimate home away from home experience for their guests.
“It is all about being authentic, you cannot be fake in this business. Everyone is a ‘reviewer’ – our staff are themselves, always friendly and kind to our guests, ensuring they feel like family.
“We are also currently researching and testing technology to allow our team to be more guest responsive using technology in real time, providing exceptional customer service,” she says.