KEVIN Clarence has
returned to the
Birchwood Hotel and
OR Tambo Conference
Centre in an operational
capacity to implement a
turnaround strategy that
will promote efficiencies
within the business and
restore the establishment’s
“damaged” reputation.
He spoke exclusively
to TNW to outline his
plans for the hotel.
“Previously, I was sitting
at board level, practising
top-down communication
with management.” Kevin
says he watched as the
business he started with
his late father back in
1998 began to hire more
staff than necessary,
promote employees into
positions that did not
match their competence
and prioritise its BEE
scorecard above its
clients and the day-today
management of the
business.
The hotel’s reputation
began to take a knock, as
service levels dropped.
Tough economic conditions
and complex lease
agreements added to the
pressure, Kevin says.
“But we are starting
to clean things up now.”
Under Kevin’s leadership,
the Birchwood will redeploy
and retrench 180 staff.
The company is
also looking at new
opportunities to improve
customer service, with the
introduction and expansion
of products such as
Silverbirch@Birchwood –
an offering launched in
March to appeal to the
discerning corporate
traveller. “In a way, we are
entering an exciting phase
because it is almost like
we are re-launching the
Birchwood. With Silverbirch,
we can go back to what
we know and what the
customer wants while
bringing in people who
are competent enough
to be able to create that
experience,” Kevin says.
‘I’m back to turn Birchwood around’ – ceo
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