Emily Hourican speaks to Charlotte Dixon, the managing director of the Elephant Rock Hotel, ‘an intimate setting with the beautiful Causeway Coast at its door.’
This article was originally published in the Winter 2024 issue of Hospitality Ireland magazine, in December of 2024.
Please tell us about your new project.
My mother and I bought a seafront Victorian terraced building in Portrush, and over the span of 14 months, we converted it into a design-led boutique hotel. We have 18 individually styled bedrooms, stunning interiors, great local food and cocktails, and all served with a side of sea views.
What is so exciting about this?
Neither of us had a hospitality background, but that did not stop us from taking the decision to buy the building, with the purpose of creating a boutique hotel. We knew the area well, as that’s where we have lived all our lives.
We had faith that the many tourist attractions and outstanding areas of natural beauty of the north coast would bring people in their droves. We just needed to create something that reflected our personalities and style.
What’s also exciting is that, due to the boutique size of our hotel, we get to know our guests on a much more personal basis – if indeed that’s what they want. We have many return guests, and we like to think we’ve created somewhere special for them to enjoy the stunning Atlantic Ocean views, visible from most of the hotel.
I also believe that not having a hospitality background whilst having some obvious drawbacks was, in the end, of huge benefit. It allowed us to create a hotel that, as guests, we wanted to stay in. We could think about what we wanted it to be without the preconceived notions of what it ‘has’ to be
Please tell us about the awards that you have won.
We have been very fortunate to have won several awards in our first few years. In October this year, we won Boutique Hotel of the Year at the Georgina Campbell Awards, and also Four-Star Hotel of the Year, Romantic Hotel of the Year, and Boutique Hotel of the Year for Ulster at the Irish Hotel Awards. We also picked up Best Customer Service for Ulster at the Irish Restaurant Awards, and I was lucky enough to be named Entrepreneur of the Year at the Ulster Tatler Influential Women Awards.
Please tell us about your career so far.
After finishing university, I worked for a scientific publisher, which I enjoyed. I was managing a team of remote editors whilst living in Manchester, and it was a great time in my life.
Covid brought me back to Northern Ireland temporarily, which led to my mum and I hearing about the building that would become Elephant Rock going on sale. We went to view it and could see the great potential to do something fun and different in the area. It was a bigger footprint than we had expected, and I remember being equal parts excited and intimidated on the first walk-through. We had fallen in love with the idea of opening our dream hotel by the time we were leaving and called to put a bid in immediately – perhaps impulsive, but a decision that paid off! The views really sold it to us. I felt so peaceful on the front terrace and had the feeling that this is a place that needs to be enjoyed.
It was an incredibly steep learning curve, but we work with a fantastic team who make the job a joy. I think a lot of my motivation comes from the passion I have for the place and the people. It is a pleasure to be able to welcome guests from all over the world and to hear the wonderful feedback from them about their time in Portrush.
What was your best professional decision?
I think the best professional decisions a director typically makes are the people you put your faith in, from the original contractors – H Mullan & Sons – and architect – GM Designs – when we were doing the renovation, to the interior designer – Adrian Bailie – to the brand designer – McCadden – marketing team – Rapid – and the people who work tirelessly every day to make Elephant Rock what it is.
We have a fantastic general manager, Joanne Boyle, who I have learned so much from. She is a stickler for excellence and puts her all into everything she does. Our head chef, Mahmoud Soliman, is an asset, as we really wanted the quality of the food to match what we had achieved with the interior and feel of the hotel. We get so many great comments from our guests on his food, and it is fantastic to have a top team that can collaborate and work together to make Elephant Rock special.
What was your most challenging moment?
There were a couple of tough moments, including one day without kitchen staff, which meant we had to cancel our dinner bookings. That was a tough one, as it felt like we were letting people down, and, of course, there is a feeling of instability and lack of control. When I look back now, I think it was a blessing because these things will happen, and you will get through it. Tomorrow is always a new day.
What was your most embarrassing moment?
When we had been open about two weeks, I was working a lot. I had taken on too many roles and not delegated enough – rookie mistake. I was filling up my car with petrol at the petrol station across the road from us, and in my distracted brain state, I got straight in the car and drove off without paying.
Thankfully, it has been my local petrol station for the last 30 years, so they knew who I was and were very understanding. They did have to ring the hotel to try to get payment, and I suppose, at worst, I looked like a thief, and at best, an eejit.
What are the three attributes that you wish you had?
Being more organised is definitely one for me. It would definitely help a lot in my day-to-day. My mum’s nickname for me is the Nutty Professor. I am adapting my ways, though, and things are much improved, I would say.
I’d like to have more courage. I am brave in some aspects of my life and career, but in other areas or situations I am less confident in, I can hold back too much.
I’d also love to be more creative. I know what I like, but I would say I am more a critic than a creative. I wish I could go into a room and have that instant visualisation of how I want it to look, or even be able to articulate the vision on paper. It would be beneficial to have synaesthesia, where you taste words, see sounds, etc. I think that would be a really unique way of thinking and experiencing the world. I’d love to know what it is like.
Your favourite pub?
It isn’t a pub, as such, but there is a fantastic cocktail bar in the Bullitt Hotel, called Rattlebag. They are doing really cool things and are masters of their craft.
The cocktail bar at the Merchant has a fantastically talented team. Shameless plug, but our bar staff are also excellent and are doing wonderful things with cocktails and really elevating the hotel.
Your favourite drink?
My favourite alcoholic drink would be an espresso martini, but I have recently given up both coffee and alcohol, so that is that one completely out the window! I love a bottle of sparkling water, and the staff do laugh when I emerge from the office with all my empties.
Favourite holiday destination?
I went to Norway last year, for a good friend’s wedding. It was during the worst flash floods in a century. We travelled to a place called Flåm, and it was the most beautiful and serene place. The setting was stunning, and it was all about being outdoors and making the most of the day and being active. It simultaneously felt like a departure from the real world, and the opposite of the man-made one we find ourselves in often these days. We kayaked along the fjord, zip-wired down a mountain, and hiked up waterfalls. I was sorely tempted to stay forever.
Your worst job?
I will have to say the scientific publishing job, but it wasn’t so bad – just the worst of a good bunch.
What was so bad about it?
Like a lot of things, it was great at the start, but it became too monotonous.
When I was offered the chance to progress, I realised I wasn’t interested in taking it, and ergo, it was time to leave.
If you could do any other job – apart from the job that you are doing now – what would it be, and why?
When in Norway, I did have a moment where I thought it would be a great idea to move there and become a kayak instructor. If I had the creative talent, I would love to be an interior designer or fashion designer, but I do not, unfortunately, so I will stay in my lane for now. The ultimate dream is probably to have a dog shelter because I feel dogs are everything that is good in the world.
Any pet hates?
I get slightly irked when someone doesn’t screw a lid back on a jar properly, or when I see a shampoo bottle left open – always have
Your business motto?
Be kind, stick to your values, and don’t rest on your laurels. I think it is always important to keep pushing and not take anything for granted. If you are busy, that’s great, but tomorrow you might not be. If you get a five-star review, feel free to take a moment to pat yourself on the back, but know that you must be as much, or even more, on your game tomorrow.
The best advice that you’ve ever received?
You are enough. I try to remind myself of this when the imposter syndrome kicks in.
Please name one thing that you always have in your refrigerator.
Tofu. As a vegetarian/wannabe vegan, it is a staple of mine. It gets a bad rap, but I love it. It’s all about what you do with it!
Your recipe for a successful hotel?
I think, pick the right people for the right jobs. Think like a guest, be patient, and make sure to stay relevant and interesting. Customer service is probably the most critical factor, and the reason people come back. I think, if you aren’t striving for superb customer service in a hotel, you need to rethink your priorities – also, an excellent breakfast, as this is often the last impression.
What does Irish hospitality do best?
I think it is the craic that we have with guests. The Irish sense of humour is very special. We don’t take ourselves too seriously, and I think guests love that and feel at home and relaxed with some proper Irish hospitality.
Are Irish people good customers?
The best! I think back to my previous point: the Irish humour is wonderful, and we love it when we can have a laugh with our guests and get to know them. I find this with people from all over the world, but the Irish definitely are a special breed – down to earth and like to have a laugh.
Your death row meal?
A Neapolitan pizza – three of them – with a glass bottle of San Pellegrino Limonata. I would ideally want to be flown to Sorrento to eat it, which would be a strange sort of death row.
The most enjoyable part of your career?
Working with so many fantastic people.
All our staff take pride in their work, and it is such a wonderful team that gel so well together. The hotel would be nothing without them.
I really love getting to meet people from all over the world, and we have so many lovely returning guests, who are so special to us. I now have so many pen pals and people on my Christmas card list who have stayed with us that I never would have encountered otherwise. I think it is a blessing to have all of these opportunities to meet new people and form new friendships. It certainly feels good for the soul.
Your biggest disappointment to date?
That time the death row prison officer wouldn’t fly me to Sorrento for my final meal of pizza and San Pellegrino.
Please complete this sentence: Nothing is more important than ...?
Being happy. You only get one shot at this life. If it isn’t serving you, don’t do it.
