Simon Drake, general manager of The Store in Oxford, is no stranger to ambitious hospitality projects. With a career that spans continents and hotel styles, from luxury resorts in Bermuda to grand volume events at the Hilton Brighton Metropole, Drake has developed a leadership style rooted in adaptability, innovation, and an unwavering focus on creating exceptional guest experiences. His latest challenge? Breathing new life into Boswell’s, the oldest department store in the world, transforming it into The Store—Oxford’s newest boutique hotel and cultural hub.
A Career Sparked by Inspiration
Drake’s journey into hospitality was serendipitous. “As a 12, 13-year-old boy, all I ever wanted to be was a bus driver,” he jokes. But a visit from his godfather, who owned hotels and drove a “stunning, bright red Jaguar XJS,” planted the seed of an alternative path. Shortly thereafter, Drake spent two weeks working in his godfather’s hotel during the Farnborough Air Show, an experience he recalls as “the craziest two weeks I’d ever experienced.” Thrust into kitchen work and bag-carrying, Drake quickly realised hospitality was not all “glitz and glamour” but found himself “completely bitten by the bug”.
His career took him from entry-level roles to the highest echelons of hotel management, including stints with Marriott, Taj, and Conrad. Each role, whether orchestrating high-stakes events or overseeing luxury boutique operations, honed his understanding of hospitality’s complexities and rewards. “You always learn from the bad experiences way better than any of the good experiences,” Drake reflects, citing challenging managers and intense project timelines as pivotal learning moments.
Transforming Boswell’s into The Store: A Historic Undertaking
Drake’s current role at The Store is a crowning achievement in a career full of highlights. Taking over the Boswell’s building—a fixture of Oxford’s High Street since 1738—required both sensitivity to its history and a clear vision for its future. “Everybody has some kind of story or synergy to what was Boswell’s,” Drake explains. From birthday gifts to unexpected discoveries, the store’s legacy resonated deeply with the community. “We realised this is something way more special than just opening a hotel”.
Drake was hired when the project was at a crossroads, with early plans considering a branded franchise model. But Drake advocated for independence. “I’m glad they took [the franchise] off the table because that wouldn’t have been something I would have jumped on board with,” he says. The result is a boutique hotel that preserves Boswell’s heritage while embracing modernity.
Designing The Store involved retaining the building’s iconic façade, keeping the Boswell’s name above the door, and integrating nods to its past throughout. “The ground floor originally was the most incredible luggage display, and we’ve retained elements of that,” Drake says. The restaurant, named Treadwell, honours the area’s historical role as Treadwell Passage, with dishes and drinks playfully inspired by archival census data from the 19th Century.
Bridging History and Innovation
Drake’s vision for The Store extends beyond its physical transformation. Recognising a gap in Oxford’s hospitality landscape, he has created spaces that serve both locals and travellers. “There’s a culture in London where you can sit in a hotel lobby, open your laptop, and work for hours,” Drake notes. The Store embraces this co-working ethos, offering fast Wi-Fi, ample seating, and an environment where guests can feel equally welcome with a coffee or a cocktail.
To balance utility with relaxation, The Store enforces a digital-free policy after 6:00 pm, transforming its rooftop bar and lounge into havens for social connection. “Our rooftop cocktail bar offers by far the best views in the city,” Drake says, highlighting a mix of contemporary elegance and historical charm that defines The Store’s ethos.
Leading Through People: A Focus on Team Dynamics
Drake is clear about what makes a hotel truly exceptional: its people. When assembling The Store’s management team, he embraced an unconventional approach, using psychometric testing to build a balanced and dynamic group. “I wanted to go with a completely fresh team,” he says, departing from his usual practice of bringing along colleagues from past projects. The result was a team selected not only for their skills but for how their personalities complemented one another.
This meticulous approach extended to fostering an environment of trust and empowerment. “I want everyone to feel it’s Simon, not boss,” Drake says, emphasising open communication and autonomy. His leadership philosophy centres on giving staff the freedom to make decisions and learn from their outcomes. “Unless we try stuff, we won’t know the benefits that we can take from a failure and also from success.”
The Store’s journey to opening was not without obstacles. Supply chain issues and unexpected challenges with electrical infrastructure delayed the project by six months. “In a city the age of Oxford, having to dig up 150 yards of street under a church through one of the college walls was an absolute nightmare,” Drake recalls.
Despite these setbacks, Drake’s team remained focused on their shared vision. The project’s delay allowed for greater attention to detail, ensuring the hotel’s launch on 7 May was a celebration of creativity, heritage, and resilience.
Reflecting on the industry’s future, Drake is cautiously optimistic. While acknowledging recruitment challenges and the need for stronger lobbying efforts, he remains committed to the power of collaboration. “We have to ensure that we lobby on a stronger level than we’ve ever been able to before,” he says, advocating for a united hospitality sector that can influence government policy and address critical labour shortages.
Drake also sees technology as a double-edged sword, raising questions about its role in shaping the guest experience. While tools like AI can streamline operations, he emphasises that “personality is what makes it.” For Drake, hospitality will always be about human connection—a principle that underpins The Store’s ethos and his leadership approach.
Building a Legacy
As The Store begins its journey, Drake is already looking ahead. With plans for more lifestyle-focused hotels in the UK, he sees The Store as the first chapter in a larger narrative. “I’m not going anywhere,” he says, confident in the foundation he has built and the opportunities that lie ahead.
For Simon Drake, hospitality is more than an industry; it’s a lifelong passion. His work at The Store exemplifies his belief that great hotels are not just places to stay but places to connect, discover, and remember. As Oxford embraces its newest landmark, it’s clear that The Store is set to become a cornerstone of the city’s vibrant cultural and hospitality scene.
