The Ubiquitous Seamus Coen
By Jim Stewart
Hotel General Managers come in all shapes and sizes, but never before has one existed like Seamus Coen. This week past, he was named as one of the Top 100 GM's in the world but what's his backstory? How did he get there? Today, he stands proudly in charge of Rusacks - one of golf's most iconic hotels, overlooking the 18th hole of the Old Course in St Andrews. But the journey to scale the hoteliers' version of Everest was not without hiccups, hard work and resolve.
The competitive juices were bred into Coen as a boy. In rural Tipperary, luxuries were scarce, but sports and the associated opportunities to bring honour to your local village were plentiful. Hurling was his chosen game, and it's since been a lifelong passion. Gaelic sport in Ireland is much more than the athletic act itself. It's a measure of commitment and integrity to your team and to the town that raised you. These qualities would take Coen to places in life that he might not have believed as a bruised and battered teenage hurler with a hospitality diploma under his arm.
"Opportunities multiply as they are seized"
A few jobs into his hospitality career, and Coen unearthed an opening to continue his path in Washington DC. He packed his wrinkly business suit, a couple of shirts, his trusty wooden hurley stick and off to the airport he went. Tipperary said goodbye to Coen the boy.
Imagine those movies where the dashing young foreigner arrives into a new city, sunglasses on, hair swept back, walking down the sidewalk with a spring in his step. Big pay checks, country clubs, beautiful women and fast cars. On the flight across, Seamus replayed these scenes over and over in his head. But he was to learn that real life in the US capital wasn't as glamorous as the Hollywood scripts. He did however manage to win over the locals with his charm, and like so many young Irish workers before him, settled into the local community with ease.
"The grass is not always greener on the other side. The grass is greener where it is watered".
After an adventurous few years, the work visas dried up and Seamus made his way back home. The CV had been bolstered and it was time to apply for more substantial jobs. It's prudent to point out that we are dealing with a man who could talk a gate off it's hinges, so interviews tended to be a formality. Seamus would spend the next two decades heading up chain hotels across many of the major cities throughout the UK and Ireland including Jurys, Malmaison and Macdonald. Just like their culinary counterparts, GM's in the hotel world tend to be a transient bunch. 3 years here, 4 years there, and for Seamus it was no different. It's not to be under-estimated that each move makes a GM stronger, more experienced, thicker-skinned, more empathetic, hungrier to succeed, and perhaps most importantly - they place a greater emphasis on the success of others around them. Throughout his career he has taken great pride in turning a doorman into a concierge, a waitstaff into a front-of-house, a receptionist into a reservations manager. So many careers have been given that little lift and word of encouragement at the right time. But as with football management, you're only as good as your last result and hotel GM's often live and die by their operating profits. Thankfully some hotel owners have more patience than Premiership chairmen and understand the value in allowing a GM to nurture a team and develop success over time. Fortunately for Seamus, he ticks both boxes. AJ Capital (owners of the Marine & Lawn brand) see the big picture, and in Seamus they have the right man for the right job. Being a modern day GM isn't about churning off forecasts and giving your staff a mundane peptalk every now and again. It's about buying into the vision of the company, delivering strong revenue while empowering the team around you, building relationships with those who can help you, and being ruthless with your time on those who hinder you. These internal and external relationships are all built upon the foundations that Seamus values most - loyalty and integrity. I feel privileged to call Seamus a friend, and I admire how often he takes the road less travelled. His 'little black book' is possibly stronger than any of his peers. But not just that, it's filled with people who are happy to see him call.
As per the title of the article, Seamus is to be found everywhere. He'll be chatting with guests in breakfast at 7am, giving counsel to colleagues, greeting golfers on arrival, chairing departmental meetings, discussing forecasts with the revenue team or generally just making his staff feel special. He's not the precious type, and if he sees a piece of litter near the entrance, he's first to pick it up. He's also not too proud to learn. His role at Rusacks has found him working with a wider executive team including Marc Eubanks (SVP) and Philip Allen (President). Both are polished, hospitality powerhouses, and I feel Seamus has grown professionally - even in the autumn of his career. Once a week he makes the 75 yard walk up the 18th to have his lunchtime espresso in the Connoisseur Golf office. We're always delighted to hear the Irish accent make its way up the stairs and we look forward to soaking up some of his wisdom for the day.
Seamus is partial to a game of golf. Gaelic sports may instill a few virtues, but they are not sports for life. Once the 32 inch trousers become 38, it's time to hang up your hurley and find a new past-time. Golf is a common substitute and Seamus caught the bug. Just like his management style, his golf swing will not be found in any textbook. Both however are effective and the art of shaping the ball is a skill not lost from his youth. He's a true competitor, and I would guess that many more 'fivers' have been won than lost over the years. It was with great pleasure that I watched him win a club championship on the Old Course a couple of years back. He was a very proud dad having his daughter spectate in the final.
I don't think I'm alone in valuing the people of a hotel as highly as the venue itself. Seamus would enrich and add distinction to any hospitality business in the world. But I'm just happy he's here in St Andrews, doing what he does best.
