Nestled in the expanses of Alston Moor, the Lovelady Shield Hotel is a prime example of a business model intertwining heritage conservation with modern hospitality.
Led by the vision of businessman Na’ím Anís Paymán, the hotel has been on what is described as “a journey of revitalisation” intertwined with the rise of Paymán Investments — a company set up to explore an ethical and sustainable hospitality model.
At the heart of Paymán Investments’ values is the revival of historical and cultural sites, of which the Lovelady Shield Hotel, on the road between Alston and Nenthead, is just one.
The Georgian country house property, along with its associated self catering cottages, closed in 2019 and, with no other buyers on the horizon, it was Paymán Investments’ acquisition and an investment of around £0.5 million in initial refurbishments, that breathed new life into it.
According to Mr Payman, the endeavour was not merely a commercial one but a mission to restore the charm of the Georgian property while infusing it with modern and comfortable facilities. The aim was to transform the hotel into a social and cultural hub to attract tourists and foster vibrant community interactions.
A spokesman said: “The story of Lovelady Shield Hotel and cottages shows a mix of ethical responsibility and business drive. The detailed and loving refurbishment of the property is just a small part of this.
“There’s a bigger goal of helping the community and bringing a unique touch to hospitality that makes Paymán Investments stand out. We have a business approach that values the community’s wellbeing over short-term profits.”
An example of this is that while recognising the profitability of alcohol, Paymán Investments takes a stand against it due to its detrimental effects on society. As Na’ím Anís Paymán says, the priority is to respect lives over increasing profits.
He also stresses the importance of employee development, with staff at the hotel being encouraged to hone their skills, embrace new learning opportunities and evolve in their roles. This approach cultivates a pleasant work environment which, in turn, improves the guest experience.
The local community holds a significant place in the operational blueprint of Lovelady Shield Hotel. Engaging with the community, understanding their needs and contributing to local development are considered paramount. It is envisioned the hotel will become a catalyst for local growth, both socially and economically.
According to the company, the plan is for the hotel to offer a blend of nostalgia and contemporary comfort. With its refurbished facade and modern amenities, it will act as a community hub for events and activities, including weddings and corporate training sessions, as well as being a magnet for tourists.
The company spokesman said: “Under the proficient management of Brenda James and strategic vision of Na’ím Paymán, the hotel heralds a chapter of rejuvenation and excellence in hospitality.
“The alcohol-free approach adopted is not merely a business strategy, but a testament to the unwavering commitment towards promoting a healthy and responsible lifestyle. This stance further emphasises the essence of community welfare ingrained in the business model, setting a precedent in the hospitality sector.
“The narrative of Lovelady Shield Hotel and cottages is one of sustainable growth, cultural preservation and community engagement. It showcases a business model that goes beyond mere profit-making to create a lasting impact on the local community and contribute to the broader tourism ecosystem.
“The alcohol-free initiative underscores a deliberate move towards fostering a conducive environment for all patrons, reflecting a deep seated ethos of care and consideration.
“With a clear vision and an unwavering commitment to excellence, the Lovelady Shield Hotel is set on a trajectory that embodies the harmonious blend of past, present, and future, echoing the enduring ethos of Paymán Investments in every endeavour.”
