This concept was developed as a sister brand to Giraffe with the aim of attracting a business audience whilst maintaining a strong affinity with the Giraffe family guest. Striking this dual market is not easy, you can’t patronise your business user but you have to have enough fun and theatre to engage the family market. It is our job to identify different guest needs and know how far you can stretch these to overlap and create an offer that appeals to all. It’s part science, part intuitive sense of the guest needs, and as always it has to be underpinned by an operating platform that delivers great service and a great offer. Three strands to success; environment; offer; service. Indivisible.