Karen Peattie catches up with SLTA treasurer and TV star Stephen Montgomery of the Townhead Hotel in Lockerbie following his recent win on Channel 4’s Four in a Bed
NOT only is the SLTA’s treasurer Stephen Montgomery a successful hotel owner in Lockerbie, he is now also an unlikely TV star after winning Channel 4’s popular Four in a Bed show.
The show, which sees participants take it in turn to stay in each other’s properties and pay what they consider to be a fair rate for their stay, was screened at the beginning of July and created a lot of buzz in Lockerbie, where Stephen and his partner, Jan Livingstone, own and run the Townhead Hotel.
“We were so pleased to win Four in a Bed, not just for ourselves but for our staff, customers and our lovely town,” says Stephen, who went head to head with owners from Keswick, Redbourne and Aberfeldy.
“It’s helped put Lockerbie and Dumfries and Galloway on the map and everyone’s still talking about it.
“The hardest part was keeping it a secret – it was actually filmed last September so we had to keep it under wraps for ages and believe me, that wasn’t an easy thing to do.”
As regular viewers of Four in a Bed will be aware, participants can often be unforgiving in their quest to win. So why did Stephen decide to enter?
“We’re very proud of what we do here in Lockerbie and feel we’ve really brought the hotel up to an excellent standard,” he says. “What viewers saw on Four in a Bed wasn’t false – it’s what we do every day and we certainly weren’t putting on a show for the cameras.
“In the hospitality industry you’re judged every day by your customers – we’re used to that and comfortable with that, but when you’re being judged by your peers on camera then having your every move seen by millions of people on television, it’s certainly not for the faint-hearted, I can assure you.
“We did it because we wanted to promote the business and show how hard our staff work,” Stephen continues. “We were well aware that we were opening ourselves up to intensive scrutiny and I wouldn’t have done it if our staff hadn’t felt comfortable with it.”
In the show, Stephen & Jan took the competitors to Lockerbie ice rink for their activity to introduce them to the town’s strong curling heritage. They were also the last to host which, he says, had its advantages and disadvantages.
Indeed, since Four in a Bed was screened, the Townhead Hotel has experienced a spike in bookings with some guests checking in as a direct result of watching the show.
“We’ve had a hugely positive response,” Stephen continues. “You don’t win any money on Four in a Bed – you get a plaque – but what you do get is two-and-a-half hours of TV which is great publicity, and you can’t put a price on that.”
Stephen, who is president of both South West Scotland Licensed Trade Association and Dumfriesshire LVA, believes that winning Four in a Bed has also boosted the local area. “Lockerbie is quite a quiet town with a real community focus, and everyone just gets on with life and goes about their business without making much of a fuss,” he says.
“Dumfries and Galloway is a beautiful part of the country that I feel often gets forgotten about, but when people do come here they see for themselves that actually, yes, we do have a bit of flair about us.
“Winning Four in a Bed has brought a breath of fresh air to Lockerbie – now our job is to build on that momentum and keep pushing ourselves.”
Formerly the owner of a haulage business, Stephen’s connections with the Townhead Hotel go back to 2009 but it was on St Patrick’s Day in 2014 that the popular local landmark reopened its doors and embarked on its latest journey.
“We completely refurbished and moved our focus to food in order to meet local demand and reposition ourselves as a family-friendly hotel where people come for great food which is prepared with locally-sourced ingredients,” Stephen explains.
“The strategy has been a success and we’ve racked up a host of industry and business awards along the way – again, a great morale-booster for the staff.
“Including myself there are 15 of us in the team and each one of us needs the other – when someone’s not here they’re really missed. It’s always a team effort and I’m very much a hands-on operator, always there at the coalface.”
Stephen, whose father Eric Montgomery was president of the SLTA in 2012, believes that the industry needs a strong trade association to fight its corner. “Everybody’s business is different and that’s what gives our trade diversity,” he points out.
“However, every licensed trade operator benefits from a trade association that’s not afraid to put its head above the parapet.
“There’s always some challenge or another to deal with but people are resilient and we get on with it – you have no choice. You have to adapt.”
For Stephen, it’s all about thinking ahead and not being afraid to take the occasional risk – like opening yourself up to scrutiny on national TV, for example. “I think that if you make sure your staff are well looked after – that’s always going to be a good starting point,” he says.
“You rely on them because they’re at the sharp end dealing with customers – they’re your biggest and most important asset.
“Big issues like the rates revaluation, Brexit, drink-driving legislation, the smoking ban – there will always be something to contend with but it’s how you deal with these issues and your attitude that will get your through the other side.”