STICKLERS FOR STANDARDS

When Michael and Michelle Holenstein decided to trade in the city for a country life, they combined their passion for food, people, design and service to help create De Hoek Country Hotel in the Magaliesburg foothills. Susan Reynard reports.

Peter Mayle's description of country living in his book A Year In Provence prompted husband-and-wife team Michael and Michelle Holenstein to seek opportunities outside the big city of Johannesburg.

What is now De Hoek Country Hotel was originally an executive getaway built and owned by corporate executive search specialist Johann Redelinghuys and his late brother Andre. The Holensteins bought into the business and turned the venue into a guesthouse and conference facility. Together with Johann and Emma Redelinghuys, they have taken De Hoek from a seven-roomed country retreat 13 years ago to a 20-suite five-star hotel and conference venue.

The Holensteins learnt a lot on the job in the beginning, taking their combined skills in food, décor and service and adding to this, through trial and error, all the other skills needed to run a small hotel in big grounds.

They closed in one of the verandas 10 years ago to add more space. In 2001 at a cost of some R7-million they added 16 suites split between three buildings styled after the main house. The kitchens as well as the public areas in the main house were also extended.

This year saw the addition of a new conference venue, the R2-million Stonebridge House. The new facilities include the Foundation Room, Capstone and Cornerstone Rooms, Michael's Verandah, a new kitchen, a service bar and walk-in wine cellar.

The Holensteins are adamant that while catering for increased demand, they will not grow the property much more in a bid to maintain its exclusive feel.

The words "country hotel" imply an idyllic life in rustic surroundings. This is only part of what they strive to offer. The reality involves maintaining high standards of service and over-all experience; recruiting, training and retaining good staff; and securing new and repeat business".

An hour outside Johannesburg and Pretoria, De Hoek's primary business is executive conferences. With the new Stonebridge House venue launched in August adding capacity, they are now able to cater for weddings, larger conferences and functions.

From Sunday to Friday, guests for executive conferences take up the facility. During weekends, De Hoek gives way to romantic getaways, proposals, special functions and people wanting a leisurely break in the country. They also offer a "one-night weekend."

Executive conferences make up 75% of business and leisure accounts for 25%. "You can't operate something like this on weekends only. It's important to have a good mix of the two," says Michael Holenstein.

The Holensteins are clear about what they offer and unapologetic about what they don't. Children under 12 are not allowed. Rest and relaxation are assured, as is an environment conducive to creative corporate thinking. This adds focus to the business and a clear position in the industry. It also means repeat business from guests pleased by consistency.

A multi-faceted main building and extensive grounds means a varied presentation of dining options. Lunch and afternoon tea outside under the trees, picnics in the gardens, fine-dining in the restaurant, private in-room dining and refreshments in the lounges and bar - there are options to suit different occasions and clientele.

With the property being used increasingly as a venue for marriage proposals, weddings and anniversaries, staff know the best romantic spots and can ensure the right bride-to-be receives the right ring in the right dessert.

Although there is competition in the Magaliesburg area, De Hoek specialises in personal service and this appeals to their guests. They are also able to maintain strict standards and consistency, exclusivity and seclusion. "It's important to always be consistent - exceptional cuisine, service, housekeeping, gardens," explains Michelle Holenstein.

The team of 42 staff - all permanent and many with long service - ensures this kind of continuity. The Holensteins look to employ and train people from the area and many are part of the same family. Ongoing training and multi-skilling of staff and constant striving for excellence add to the overall offering. Guests also appreciate interacting with the same staff over the years. The staff greet them by name and remember their individual needs. Some guests will request bookings that coincide with a particular staff member's shift.

All this gives staff a sense of ownership and pride in De Hoek and they are keen to show they can work across all areas of the business. They appreciate the strong leadership and training they have received and are keen to pass on their skills to trainees.

Teamwork is alive and well and staff say they consider themselves one big family. They carry the responsibility of maintaining De Hoek's reputation for service excellence. The establishment's five-star grading was a huge achievement and one they proudly work hard to maintain.

A year-long tweaking of the logo and advertising message of the establishment lead to the change in name from De Hoek the Stone House to De Hoek Country Hotel this year.

New brochures and a wider use of the signature crown have modernised the image and conveyed a new, fresh approach to what they do. These are carried through to corporate stationery, new names for some of the function rooms and branding, for example, etching on glassware.

Michael Holenstein says rebranding is expensive, but it's important to not stagnate. The image of the business, like the styles of food, go through phases and people need new ways to be reminded about the product.

Many of the challenges of living and working in the country take place behind the scenes. Housekeepers spray rooms as part of their cleaning routine to ensure insects do not settle in. Signs in the in-house laundry remind staff what to do if they see a snake. Free-roaming tame rabbits, silky chickens and guinea fowl numbers are naturally kept in check by jackal and spotted genets.

A standby generator ensures continuous electricity in the event of a power cut. Water from the local water authority is stored in tanks and pumped through the property and borehole water is used on the gardens. French drains and septic tanks take care of sewage.

The property is too far out of town for ADSL or ISDN lines, but fast Internet access is provided by VSAT in the public areas and through the telephone lines in the rooms. They are limited by the rate of Telkom's expansion when it comes to new lines.

The property is part of a conservancy in the area, with many like-minded owners keen to preserve the local eco-system and prevent over-development while attracting visitors.

Peter Mayle said in A Year In Provence: "We have lived here for three years now without a day's regret." The Holensteins echo this sentiment after 13 years at De Hoek Country House: "I would rather do this and work 16 to 18 hours a day here than in the city. It has been even more than we imagined. We would never swap this lifestyle for anything else."

KEY STAFF • Michael Holenstein - MD, chef, GM • Michelle Holenstein - marketing, décor, horticulture and training • Kim Green - marketing manager • Henry Sisya - assistant manager • Mattias Ndlovu - head waiter • Victor Mofokeng - barman • Lihandrie Immelman - reservations manager • Esther Seroke - sous chef • Milton Ndlovu - chef de partie • Robert MacKenzie - Chef de partie • Louisa Lekoma - head housekeeper • Lizzie Seroke - laundry supervisor • Prosper Ndlovu - groundsman IN BRIEF Michael Holenstein is Swiss but grew up in South Africa before returning to Switzerland in 1982 to embark on a chef's apprenticeship. He came back three years later after qualifying as a professional chef and worked for Southern Sun, first in the five-star Johannesburg Sun & Towers and then in the Sandton Sun's Chapters restaurant. He left Southern Sun to work for a food company doing R&D for retailers, followed by a stint in catering with a company he started with two colleagues. Then he bought a 60-seater Italian restaurant in Pretoria. Johann Redelinghuys happened to eat in the restaurant one night and they struck up a business relationship that led to their partnership in De Hoek Country Hotel. Holenstein says: "Teaching new staff who had never worked in a kitchen or hotel was very gratifying; to see people suddenly having a purpose in life, the pride and joy of being able to do something meaningful. That is the best of being a country hotelier." FACT FILE De Hoek Country Hotel is built on 50ha in Magaliesburg, with 1.5km of Magalies River frontage. The buildings are made from Lesotho sandtone and doors and window frames from salvaged Oregon pine, kiaat and teak beams. It has 20 rooms: 16 Superior suites - 14 double suites (four with fireplaces) and two twin suites spread between three buildings; and four Executive rooms in the main house. All rooms have under-carpet and -tile heating, air-conditioning, fans, satellite TV and DVD players, minibar and balcony. All beds are solid mahogany in four-poster, French empire and sleigh designs and feature mattresses that are extra thick and extra long, king-size in the suites and three-quarter in twin suites. En-suite bathrooms have marble vanity units with double basins, oval bath-tubs and separate showers. Conference facilities include the Garden Pavilion (40 people) and Stonebridge House (three rooms for up to 120 guests). The restaurant offers a five-course dinner menu changing daily. It has been listed in Wine magazine's Top 100 Restaurants for the past five years and chef Michael Holenstein has received a Chaîne des Rôtisseurs blazon for the restaurant.