New Chapter for Historic King William Venue

Last updated 04 Mar, 2024

One of Adelaide CBD’s oldest buildings embarks on an exciting new chapter with co-owners, Sam Stoios and Darren Brown, who are passionately breaking the mould of the conventional city pub.

The King William, formerly known as the Ambassadors Hotel, is proving that thoughtful revitalisation to existing spaces can have widespread benefits, enhancing the city's vibrancy and economic health through enhanced tourism, job creation, and stimulated local investment.

Innovative hospitality with a nod to heritage

Guided by their success with two existing CBD venues, Stoios and Brown have infused The King William with a blend of respect for its historical past and a fresh, innovative approach to hospitality.

“The Eastern states have long been a hub for hybrid pubs that excelled in elevated levels of service, beverage offerings and food; beyond a standard gravy and schnitzel,” Stoios explains. “Our mission at The King William is to restore faith in the Adelaide community that pubs can be done well.”

This commitment to excellence is evident in their team selection, including a head chef with notable experience at The King’s Head and The Stag, and a venue manager from Never Never Distilling. They collectively emphasise the importance of choice and quality in today's pub scene, focusing on local South Australian produce and beverages to craft a distinct experience.

A venue as multifaceted as the city itself

The King William’s multifaceted nature is a big win for the city’s dynamic appeal, catering to both business and leisure.

Brown says, “Not many (if any) locations can boast an underground bar, bistro, beer garden, gaming lounge and dedicated function space in the same location. Even fewer can stake claim that each area of the business will remain bespoke to its nature.”

The soon-to-open Velvet Underground, a sister venue and basement bar, promises to amplify Adelaide's nightlife with its unique blend of live music and retro flair, tailored to a wide audience.

Strategic location, strategic impact

Being nestled next to the tram line and at a stop between Victoria square, Adelaide Oval, the Festival Theatre and Convention Centre, was a decisive factor in pursuing the opportunity.

“The choice to take on such an endeavour was only considered viable due to location. Having built a successful front of house operation in the quiet southwest corner of the city, the opportunity to develop the same community and culture at such a high exposure site was hard to pass up,” the co-owners explain.

“Being situated on the tram route connects our second biggest dining and nightlife district to the CBD (Glenelg). As well as Adelaide Oval and the Entertainment Centre,” they elaborate. “We feel we are located on the two-way strip to everywhere that matters now and into the future upon extension of the tram network to the suburbs.”

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