A new managing director has been appointed to spearhead the £30m expansion plans at St Mellion Estate in Cornwall.
Owners of the hospitality business, Crown Golf Property, has welcomed Howard Jones to the new role following a restructure of the senior management team, with former general manager Ian Davies no longer with the business.
As part of the newly-created role, Jones will be a key figure in the roll-out of a £30m investment to transform the site from a golf-centric venue to a new family-friendly luxury resort.
The plan is to develop 230 cedarwood holiday lodges, together with a range of new facilities to attract the family staycation market, including a kids club, adventure golf club, farm shop and cafe, children’s adventure play area, kitchen garden, a new wedding venue, creation of a lake and new cycle and walking trails.
Jones joins St Mellion from Born Free where he was CEO of the international animal conservation and welfare charity.
He was formerly a director at the Eden Project.
Jones is tasked with growing the St Mellion business, which includes an 80-bedroom hotel, the Nicklaus and Kernow championship golf courses, 28-holiday cottages, gym, spa and conference space.
A project to remodel the St Mellion hotel building is already underway.
The first phase, the refurbishment of the gym, has just completed.
Future phases will see improvements to the hotel rooms, restaurant, bar, spa and reception areas. Significant operational and technological improvements are planned to enhance the guest experience.
Jason Mills, CEO of Crown Golf Property, said: “In addition to building out the masterplan, we recognise that delivering a new St Mellion will require significant new investment in the existing facilities. But bricks and mortar projects alone are not enough. We need to look, act, sound and operate differently. Growing the team, delivering consistent first-class customer service across all areas, unlocking new revenue generation and driving the diverse business forward as one are equally important. Howard’s appointment is fundamental in achieving this step change.”
Howard Jones, the new managing director of the St Mellion Estate, said: “My whole career has been all about leadership and managing transformation in business, alongside positive change. I’m excited to be appointed MD at such an important point in St Mellion’s transformation.”
In addition to owning the St Mellion hotel and golf resort, Crown Golf is the largest owner and operator of golf courses in the UK, with 16 sites across London, South East, and Southern England.
Following the disposal of some non-core assets over the last six months, the business has evolved from a purely operational golf business, into a significant real estate and leisure development company. It has further leisure development plans in the pipeline.