Jason Duffield (The Haus Group): On good old-fashioned Hills hospitality

Five businesses, over 200 employees, and three decades in hospitality is no small feat. Jason Duffield owns and operates some of the most iconic restaurants and hotels in the Hills.
 
In this episode, Jason shares his hotel career, from his family’s purchase of the German Arms in the 90s, expanding into the accommodation business, opening The Haus, and his future dreams of a wellness retreat by the ocean.
 
While hospitality is an industry of giving, Jason maintains his appetite for growth by taking care of himself first. He shares his strategies for looking after himself and his people, staying hands-on across the businesses, and creating a reputation for quality experiences.
 
No business in the Hills thrives in a silo for decades. Jason’s operational philosophy raises and praises all those around him – the chefs, restaurant managers, local producers, neighbouring businesses, and more.
 

Transcript

Michael Nitschke:
So on today’s podcast, we’ve got the incredible Jason Duffield of The Haus Group, a name synonymous with hospitality in the Adelaide Hills region. The Haus Group have created some incredible things in the Hahndorf area. I’m looking forward to this interview. You should too. Let’s check in. Welcome to the Nitschke Podcast, Jason Duffield, mate, from The Haus Group. Thank you so much for being a part of today’s episode.

Jason Duffield:
My pleasure, Michael.

Michael Nitschke:
Lovely to see you and thank you so much for your time. The Haus Group, an incredible name within Hahndorf, the Adelaide Hills, and really South Australia and beyond. But for those that are maybe not familiar with The Haus Group and what you guys have created, would you be comfortable sharing a bit about what you do?

Jason Duffield:
Yeah, sure. Well, really, I suppose the journey started 32 years ago when we first bought the German Arms. My uncle owned the hotel and I was working in advertising in the city. My brother was working down at the wool stores for my father and he had all this beautiful timber from the Port Adelaide wool stores and kind of didn’t know what to do with it and saw an opportunity with the German Arms Hotel. So he bought it off his brother, Robin, and we renovated it out of these 500 year old timbers from the Port Adelaide wool store.

Michael Nitschke:
Awesome.

Jason Duffield:
So really the hospitality journey started way back in 1990, I think it was, so. And just developed from there. We didn’t have a lot of hotel experience then. We certainly visited a few in our time, but on the other side of the bar. And so it was certainly a steep learning curve for us owning and managing and running hotels. And it just developed from there and we learned as we were going along and sometimes the hard way, which are the best lessons quite often. And we ended up winning many state tourism awards for Best Hotel in South Australia and just went on from there.

We then bought and redeveloped the old mill and that had its own set of challenges then as well. Obviously two venues in the one town did a little bit of a hurdle then, which is obviously part of the journey of The Haus Group. But we bounced back and we didn’t give in or give up, and we dusted ourselves off and took on the Hahndorf Inn Hotel then, which was 1999, and we renovated that within two weeks. So we took that from sort of a little bit of a rundown hotel you might say, and turned that around into-

Michael Nitschke:
In a big way.

Jason Duffield:
Yeah. Yeah. And then we saw there was an opportunity to buy the little motel at the back of the Hahndorf Inn, and so we bought that 19 rooms and it was just a terrific little business. At that stage, there wasn’t a lot of accommodation in the Hills and it was an easy business. We didn’t have to spend too much time on it or… People check in, got their luggage in and then just explored the town. And so it didn’t take too much work at all.

Michael Nitschke:
Brilliant.

Jason Duffield:
And then while we had the Hahndorf Inn, we saw an opportunity down at Port Elliot with a little hotel up on The Strand, the Hotel Elliot. Again, quite run down in a reasonable location. And that was a great opportunity for me to obviously break away from under my sort of father’s shadow, I suppose you’d say, and develop a hotel under my own steam. And then my sister, Olivia, joined me down there as well, which was great.

Michael Nitschke:
Love that.

Jason Duffield:
She’s a good operator. And so yeah, we turned the Hotel Elliot around then, which was fantastic. I still actually live down on the coast now, so as much as I love Hahndorf, I’m definitely a water baby. So yeah.

Michael Nitschke:
You sort of get the tree change, sea change, all in one day.

Jason Duffield:
And it’s a beautiful drive between the two and gives you time to think and unwind. And so then we sold the Hahndorf Inn, we still kept the accommodation at the rear at the hotel. We had the Hotel Elliot and then saw the need for more accommodation within the Adelaide Hills. Obviously at that stage, the Hills was really exploding with lots of new winery cellar doors opening, some fantastic hotels being redeveloped, and there was a need for more accommodation in town.

Michael Nitschke:
Well, I guess at that time, obviously the freeway tunnels as well, like the Heysen Tunnels were opened in that area.

Jason Duffield:
Correct.

Michael Nitschke:
So it put us on the map.

Jason Duffield:
And it opened up the Hills a little bit then as well, and you would’ve noticed it with real estate prices once the tunnels opened. So we saw the need for more accommodation. There were some people who were going to redevelop a property in Hahndorf into a big food court, and my father, Noel, approached them and said, “Why don’t you turn that into accommodation instead?” Which is what they did. And so we developed 52 rooms at The Manna, so a brand new 52 room property.

Michael Nitschke:
Amazing facility.

Jason Duffield:
And that was very, very welcome to the Hills area that we could accommodate all these extra people coming to the region.

Michael Nitschke:
Absolutely.

Jason Duffield:
So from there we saw the need to feed these people. And so there was a restaurant across the road from the accommodation called Muggletons.

Michael Nitschke:
I remember Muggletons.

Jason Duffield:
… which was on the market at the time. And so we bought that and then basically gutted that and changed the name, developed a new identity, which I love that process of coming up with a business name and where we’re going to sit in the market, in obviously not a hotel and not a cafe, so sort of more cafe restaurant, a little bit a bar. And then we expanded into functions later on. So yeah, it’s an interesting journey. The Haus was around about 13 years ago now, so.

Michael Nitschke:
Wow.

Jason Duffield:
So 32 years in hospitality.

Michael Nitschke:
Congratulations. Big journey.

Jason Duffield:
Big journey.

Michael Nitschke:
And amazing, I guess, reflecting on that timeline, and thank you for taking me through that, the ’90s in Hahndorf I’d imagine would be a lot, still the same, but very, very different at the same time to how it’s thriving today. It’s always been a resilient community, but there’s been some changes to Hahndorf over that period of time.

Jason Duffield:
Yeah, there certainly has. I mean, you’re right, Hahndorf is very resilient. Obviously during that COVID period, like everywhere else around the world, it was hugely affected, but it bounced back very quick. And so we’re back to numbers better than pre COVID at the moment, which is very pleasing. But yeah, I mean, a lot of changes in Hahndorf when I first went into hotels, I think a price for a schooner a beer was 80 cents. It’s about $8.80, so. And obviously there’s been a lot more better investment in Hahndorf as well. So quality investment, you’ve got Wolf Blass and Beerenberg and little shops like Storison’s and some iconic businesses, Beerenberg who have undergone redevelopment and then Hahndorf Leathersmith, one of the stalwarts of town as well, so.

Michael Nitschke:
Very true.

Jason Duffield:
So some things have changed, definitely, I think a lot for the better. And then some things have remain unchanged as well. Heidi at Otto’s and a few of those sort of characters of Hahndorf, so.

Michael Nitschke:
Love It.

Jason Duffield:
Yeah, which is nice. So it’s still got that community feel a hundred percent, so.

Michael Nitschke:
Definitely. Definitely. Well, congratulations on all of your success so far. But I know it probably feels easy in a way to share the journey and it feels glamorous, but I’m sure there’s been some challenges along the way. Have you found… What’s been your secret in terms of, you mentioned resilience is clearly one of them for the family and your vision with new projects and where to take things, but how do you get through some of the challenges along the way? What’s been your secret there?

Jason Duffield:
Probably the number one thing that has really helped me is looking after yourself. If you can’t look after yourself, it’s very difficult to look after your business, so. And I’ve learned that the hard way as well. So self-care is very important, to make sure you take time out for yourself, that you exercise, look after your diet, mental health as well. With some of these challenges, you’ve got to make sure, it’s just a game at the end of the day. You got to enjoy the ride as well.

Michael Nitschke:
So true.

Jason Duffield:
So yeah, that’s been very important for me is making sure that you look after yourself physically, mentally, emotionally. You look after the people around you, staff, you can’t build any business without a good team around you.

Michael Nitschke:
It’s essential. Essential.

Jason Duffield:
So bringing them on as part of the journey as well, making them a part of the business. And so that’s been a key for us over the years and we’ve had some terrific people work for us. So that’s been a real… They’ve become part of the family as well, which is just very rewarding, so.

Michael Nitschke:
Yeah. How big’s your team now?

Jason Duffield:
So we’ve got over 200 employees over the five businesses. So that includes a team we put together to recently buy the German Arms Hotel as well. So then we’ve got three accommodation properties. I did leave out one accommodation property after we developed The Haus again, we saw a need for more accommodation. So we developed The Haus Studio apartments, so another 14 rooms, so 85 rooms all up, I think, so.

Michael Nitschke:
Fantastic addition.

Jason Duffield:
And over 200 staff, so.

Michael Nitschke:
Wow. So 200, I mean, that’s a big team to lead, to engage with, to motivate, inspire, but also support. Do you have some strategies that you’d be comfortable sharing that you try to do there? I can’t imagine. We’re very small in comparison of 18, and that’s challenging in its own respects as well. So 200, I can’t imagine.

Jason Duffield:
I mean, we’re lucky that we’ve got a great team around us at a senior level and making them a part of the team in regards to small ownership as well. So we offered our executive chef a small percentage in the business, which was great. And then recently our restaurant manager as well.

Michael Nitschke:
So they’ve become partners in the bigger picture?

Jason Duffield:
Correct. Correct.

Michael Nitschke:
Fantastic.

Jason Duffield:
So then strategies in regards to managing that, we’re probably a little bit old fashioned where we like to be there and be hands-on. And you can sort of tell if something’s not quite right with someone and life skills teach you that as well, and certainly hospitality does, also. You can read the energy of people, and so if you feel that something’s not quite right and if you’re there hands-on, you’re able to address it reasonably quickly and support them as well. Whether that’s an encouraging word or perhaps they need some time off to collect their thoughts or perhaps they might need some professional help. Sometimes they just need an ear or a shoulder and let them know that you’re there for them. So probably don’t have any specific strategies in regards to it, but.

Michael Nitschke:
But being hands on, I like that.

Jason Duffield:
And empathetic as well. That’s important.

Michael Nitschke:
But I think it’s good how you describe that as being an old fashioned approach, but I think it’s the right one in that you can’t really have a cookie cutter, this is how we manage our people. It’s got to be person by person relationship, particularly, I’d imagine in hospitality. I’ve never worked in hospitality, but being an industry that’s, I’d imagine very energy dependent like in our industry, we’re talking with people either on the phone or in person, literally the entire day, you’re on your feet, you need to be up and about. They’re buying into your energy. I’m sure hospitality is similar, but then personally you could have all sorts of stuff going on.

Jason Duffield:
All the stuff going on outside of work. Yeah.

Michael Nitschke:
So I like that old fashioned approach. I think your team would really value that. And clearly to have a group of 200 and growing, that doesn’t happen by accident.

Jason Duffield:
No, no. That doesn’t happen by accident. I mean, you’ve got to focus on quality. I find that’s really important is focusing on quality. Quality experience from when they first walk through the door. You’re right, that energy, that greed, that’s super important. And so yeah, the energy is super important and you have to maintain your own energy as well, because hospitality is an industry of giving. You give a lot of yourself and so away from work, you have to make sure that you fill your own cup up also.

Michael Nitschke:
So true. Really well put, really well put. So huge journey to date, without going into trade secrets, but what lies ahead do you think, for The Haus Group and for Jason Duffield? What’s your plan?

Jason Duffield:
Well, for me personally, I’d love to open up a little health retreat by the ocean. That’s always been my passion.

Michael Nitschke:
Cool.

Jason Duffield:
And so I’ve visited a few little retreats over the years and think there’s an opportunity in the marketplace for a little health and wellness retreat.

Michael Nitschke:
Love that.

Jason Duffield:
The Hills would be a great spot for it, but I do have a special place in my heart for something down by the ocean, so.

Michael Nitschke:
Okay, very good.

Jason Duffield:
The Haus Group itself, continuing to provide that excellent level of service, we pride ourselves on it. Good old fashioned hospitality, it’s pretty hard to beat.

Michael Nitschke:
I agree.

Jason Duffield:
It something that’s very real. We want to continue to grow our conferences and events. So after we developed the restaurant to build that midweek accommodation business, we developed a conference and event space-

Michael Nitschke:
Yeah. Which is a great facility.

Jason Duffield:
Thank you for your support there as well.

Michael Nitschke:
Pleasure.

Jason Duffield:
And so yeah, to continue to attract conferences, events, weddings, 21st to the Adelaide Hills region, which benefits everyone within the region in some small way. We want to continue to promote the small producers as well. One thing that we have focused on over the years is the beautiful produce that comes out of the Adelaide Hills, the winemakers, cider makers, bakers, fish smokers. So all of the beautiful produce that comes out of the Hills, we like to find. Some of the perhaps smaller, lesser, well-known producers and highlight them on the menu. Obviously, COVID, that was a challenging period and we really had to consolidate and pivot a little bit there. We went through a restructure. It could’ve came through quite well. As I said, we’re back to numbers better than pre COVID.

Michael Nitschke:
Well, the restrictions were very, very tough for your industry.

Jason Duffield:
It was tough. Yeah, you’re open one minute, then close the next, and then you’re allowed 10 outside. And so that was a challenging period, but it was an interesting one. So probably just to focus on that quality and that quality experience, that’s really where we want to sit. There is an opportunity to develop a small area at the back of the restaurant into a beautiful beer garden.

Michael Nitschke:
Great.

Jason Duffield:
So that’s on the cards at the moment.

Michael Nitschke:
Exciting.

Jason Duffield:
And perhaps some private dining as well, a small boutique private dining. When we renovated the conference room, we lost a small private dining space, which was very popular-

Michael Nitschke:
Oh yes. I remember.

Jason Duffield:
… so I’d like to get a little room back there that people can come and enjoy themselves.

Michael Nitschke:
That’s great. Awesome to spend some time with you today, Jason, and congratulations on the journey so far. And I’m really excited to witness what lies ahead of you as well. And thank you so much for being a part of the Nitschke Podcast.

Jason Duffield:
No, I think it’s a great concept and I’ve watched a few of them already and they’re interesting to find out what goes on behind the scenes with some businesses and so it’s a great initiative. Well done.

Michael Nitschke:
Thank you. Appreciate it. Thanks again.

Jason Duffield:
Pleasure.