The Tea Room Group, one of Sydney’s premier luxury venue groups, announced today (24 Aug)  its plan to re-brand the company to Grand Pacific Group. The Group will continue to operate iconic Sydney venues, The Tea Room QVB, The Tea Room Gunners’ Barracks, Sergeants’ Mess and Dunbar House, transitioning across to the new name and identity from September 1, 2011.

The Tea Room Group, as of September 1, will re-brand as Grand Pacific Group.

The opening of the Group’s first venue, The Tea Room QVB, in Sydney’s historic Queen Victoria Building in 1997, set the stage for a business that has expanded over 14 years to incorporate four venue locations a strong reputation for exceptional dining, high tea and event experiences. The Tea Room Gunners’ Barracks was added to the Group’s stable in 2005, followed by dedicated event venues Sergeants’ Mess in 2009 and Dunbar House in 2011.

With a vision to create venues without compromise, all of Grand Pacific Group’s venues combine stunning locations, distinctive interior concepts and strong functionality with world class dining and outstanding service.

According to Grand Pacific Group founder and director Manuel Spinola, opening the first two venues under The Tea Room brand meant that the group came to be known colloquially as The Tea Room Group, without ever formally branding itself as such.

Venues such as Sergeants’ Mess (pictured), Dunbar House, The Tea Room QVB and The Tea Room Gunners’ Barracks will all remain under operation of Grand Pacific Group.

“While our Tea Room locations were a strong foundation from which to build our business, we now have four venues operating under three different brands. We have evolved into a hybrid hospitality business that works across a la carte, high tea and stand alone event venues, so we needed a corporate identity that would reflect that,” said Spinola.

Engaging marketing and brand experts, Stoke Agency, to devise the new name, Grand Pacific Group was chosen during a rigorous naming process, while designer Matt Barratt created the visual identity behind the new brand.

“We wanted something with an iconic and timeless feel to it, reflecting the style of venue that we create,” said Spinola. “Grand Pacific Group has a sense of romance, while still retaining a strong, corporate feel. It also pays homage to the fact that three of our venues have been developed right on the water’s edge. The result is a new umbrella brand that will carry the heritage and reputation of our business from the past, while positioning us well for the future,” he said.

Each of the Group’s venues will continue to operate as distinct and unique brands catering to a range of needs within the business, private and bridal sectors and can still be accessed via their individual websites at www.thetearoom.com.au, www.sergeantsmess.com.au, and www.dunbarhouse.com.au.

“We are very excited and motivated as we enter this new chapter as a company,” said Spinola. “Under the new brand, our venues will remain committed, as always, to delivering exceptional event and dining experiences without compromise,” said Spinola.

For more information or bookings at any of Grand Pacific Group’s venues, click here.