Maxwell’s to invest £1m in late-night London venues


roadhouse london

Maxwell’s Restaurants Group, which operates bars and restaurants in London, has announced plans to invest £1m in its late-night operations after the start of the Night Tube.

It plans to spend it over the next two years on its existing sites and expanding its portfolio of venues, saying there is an “increase in confidence in the future of London’s nightlife”.

Its first project will be to transform its Brazilian-themed bar Guanabara in Parker Street in Covent Garden into Tropicana Beach Club, a late-night bar and restaurant inspired by a “tropical paradise”.

Launching in early October, the new 600-capacity venue promises to transport guests to a “hedonistic, immersive and unforgettable” experience, “more typical of a luxury Caribbean holiday resort”.

It will be open for dinner and drinks from Wednesdays to Sundays, open until 2.30am, with nightly entertainment and live performance with live bands, dancers, singers, percussionists, cabaret-style entertainers and DJs.

It will be part of a 11-strong portfolio at Maxwell’s, which is independently owned and managed by Brian Stein, including late-night venues such as the historic Café de Paris and flair bartending destination Roadhouse (pictured) in Covent Garden which is open seven nights a week until 3am.

Group operations manager Jim Robertson said: “It has been a difficult time for nightclubs and late-night entertainment venues in recent years but we are confident in the future of London’s nightlife following the appointment of a London Mayor who clearly understands and values the importance of a thriving late-night economy.

“Maxwell’s Restaurants Group has been around 45 years and ‘seen it all’ – from recessions to the boom years – and we’re more confident than ever that now is the right time to open a brand new venue.”

The announcement follows mayor Sadiq Khan’s #LondonIsOpen campaign, which includes a celebration of the city’s nightlife, and the start of the 24-hour London Underground service on August 19.

Maxwell’s group sales and marketing manager Anthony Knight added: “Operating in the late-night sector has definitely had its challenges recently. However we feel, more so than ever, that now is the right time to invest in ensuring our customers have an unforgettable experience.

“We spent 2015 researching trends, challenging our product offering and creating a new vision for the company.

“Londoners are looking for an immersive and unique experience which delivers shareable moments. Instagram photos act as social currency and with more and more concept venues opening, ensuring customers have an unforgettable experience is at the heart of our vision and marketing strategy.”

Jim and Anthony are working on Tropicana Beach Club with Jonathan Napier who joins as general manager from Inception Group’s Bunga Bunga in Battersea.

Anthony said: “We’re keeping as much as possible under wraps for now as we want people to be wowed when they walk through the door for the first time but imagine you are stepping off the plane into a tropical paradise.

“There will be palm trees, a lagoon, beach cabanas for hire and lots of exciting and quirky cocktails including a 4ft palm tree cocktail sharer.”

The club is now recruiting for over 100 full- and part-time positions, from bar staff to entertainers and sales and reservations assistants.

Guanabara, which opened 12 years ago, will shut with an official closing party on September 10.

Previous Bartender wins Kentucky trip with "rebel" cocktail
Next Keep up with the Joneses: Roxy Ball Room expands