Are you being served?
Aaron Simpson and Ben Elliot discuss the international success of their concierge company, Quintessentially
Are you being served?
FROM BOOKING HOTEL ROOMS TO ORGANISING A CHARITY BALL FOR THOUSANDS, AARON SIMPSON AND BEN ELLIOT’S INTERNATIONAL CONCIERGE SERVICE, QUINTESSENTIALLY, CAN TAKE CARE OF IT
FORMER FILM PRODUCER Aaron Simpson, 34 (right), and Ben Elliot, 31 (left), nephew of the Duchess of Cornwall, launched the exclusive Quintessentially concierge service in London in 2000. Since then, they’ve branched out into publishing and events, opening offices globally.
On one of the rare moments they were together, voyager caught up with them.
Aaron Simpson, 34
The second time I met Ben he was wrapped round a pole in a lap-dancing club, trying to take his clothes off. As it was a charity event, people were paying him to keep them on. Everyone was jeering and I thought, if he can sell himself here then he can probably sell Quintessentially.
Once we decided to form the business, it took six months of bedding down and then it was all about gaining the trust of suppliers and building a solid reputation for delivering excellence. We haven’t taken any outside finance into the business for three years now. We reinvest what we need to expand it at the rate we want, but overall the business is very cashflow-positive.
Quintessentially is growing exponentially. It now operates in 22 countries with hundreds of staff. We’ve recently launched a wine club, an events company and an office in Moscow. Where we open next depends on demand.
The average rate of renewal in this business is around 30%; we hit around 75–80%. The main body of our membership [which starts at £900 per annum] stays with the club for at least three to five years. In 10 years time we hope to be the luxury version of Virgin, involved in many different aspects of people’s lives.
I’m in London for a third of the year; the rest I spend in South Africa, Dubai, the Middle East, Europe and Bali – they’re my territories for looking after the franchises and developing relationships in those regions. Ben is primarily focused on marketing and America, so as a consequence we are rarely together. In the last six months we’ve probably met up four times, although we’re always in contact. I’ve got “Blackberry-itis” of the thumb.
There’s a solid integrity to the way Ben does business. We don’t argue much and support each other’s decision, even if there is doubt about it, which is very important.
We’re in the relationship business, and I’ve got better at relationships through Ben. I’m very suspicious as a person. Ben is not. He’ll give people a run for their money. I used to tend not to, because I was in the film business, where a lot of people pretend to have done X, Y, and Z. Ben’s background was restaurants and clubs, where you have to socialise.
In terms of Ben being the more public face, it makes sense. We agreed that the brand needed a positive image and being Quintessentially British it kind of makes sense for the partner who’s more Quintessentially British to play that role.
I mean, I’m from Essex!
Ben Elliot, 31
Like any business, when it starts you’re very involved in the minutiae, but at that time we were a London-centric operation and I don’t think we could immediately see the global potential. We had visions of wanting to do this in lots of different places, but I didn’t think it would work in the way that it has, or in the time frame that it has. We’re still very proud of our membership and what we’ve done, but both of us know we’ve got a lot to add. In many ways America has been the growth of our business, and I run that side of things from my New York base.
Aaron’s vision for the business is very strong and we share that vision. He’s a natural leader; people trust and respect him. We’ve grown with the people who started with us and some of the success that we’ve had is because of the good relationships with those people. As for my connections, I’d just say, my father was a builder in Dorset and my mother was an interior designer. The idea of us benefiting from the fact that my aunt married into royalty is b******t. What we found in the beginning was that lots of people in this country were deeply derogatory and difficult about us and our credibility. Any success in life comes from how you behave towards other people and what you make of things.
We’re both hands on. If we can’t do what the people who work with us do, then how can we expect them to get excited? At the moment we’re committed to this and to each other and if it comes to a point when one of us wants to leave then we’d discuss that. Aaron and I walk into different situations and places and think the same thing about the same opportunities. We don’t get to spend much time together, but if we were to hang out tonight, we’d probably play Trivial Pursuit. I’m good on the Genus 80s edition, actually. That’s my bedtime reading.
QUINTESSENTIALLY’S LAS VEGAS GUIDE
DINE:
■ Joël Robuchon at The Mansion at MGM Grand (pictured), 3799 Las Vegas Blvd S; +1 (702) 891 7925 Michelin-starred French cuisine.
■ Aureole at Mandalay Bay (pictured), 3950 Las Vegas Blvd S; +1 (702) 632 7777 Delicious three- or eight- course tasting menu by Chef Charlie Palmer.
■ Tao Las Vegas at the Venetian (pictured), 3355 Las Vegas Blvd S; +1 (702) 388 8338 This visually spectacular Asian restaurant and nightclub is a staple for A-listers, sports celebs and rockers.
DRINK:
■ Mix Lounge at THEhotel, 3950 Las Vegas Blvd S; +1 (702) 632 9500 This sexy, sophisticated hot spot at the top of THEhotel offers 360 degree views of the city.
DANCE:
■ Tao Las Vegas at the Venetian (pictured), as before The newest nightlife addition to the Venetian Resort Hotel Casino brings a swanky lounge and nightclub in one. SHOP:
■ The Shops at the Wynn, 3131 Las Vegas Blvd S; +1 (702) 770 7100 Upscale boutiques for designer purchases. It’s the first place to hit after that big win. SLEEP: ■ Palms Casino Resort, 4321 W Flamingo Rd; +1 (702) 942 7777 Palms offers 447 jumbo-sized guest rooms and suites, a 14-screen movie theatre, bar, restaurants and nightclub.
■ THEhotel at Mandalay Bay Resort (pictured), as before With suites only, the Mandalay Bay is popular with some of Las Vegas’ biggest high rollers.
