When Charl Theron first arrived at the property just outside the picturesque village of Franschhoek in June 2023, there was no luxury hotel welcoming guests yet. Instead, there was a thriving craft brewery — Hey Joe Brewing Co. — already drawing visitors to the scenic R45 Main Road location, while construction crews worked tirelessly on what would eventually become @Franschhoek Hotel.
Theron joined the operation as Food and Beverage and Brewery Operations Manager, immersing himself in the brewery’s culture, operations and long-term vision. What began as a role focused on food, beverage and brewery management quickly evolved into something far bigger.
By October 2024, only sixteen months after arriving, Theron was promoted to General Manager of both the hotel and brewery. The timing brought enormous responsibility. The hotel was still an unfinished construction site, but within approximately eight weeks, the transformation into a fully operational hospitality destination was complete, with the first guests welcomed by December 2024.
For Theron, the challenge was not simply about opening a hotel. It was about building a complete guest experience around an already established brewery brand.
Unlike many hotel general managers who rise through front office or accommodation divisions, Theron’s career foundation was built almost entirely within food and beverage operations. Over two decades, he sharpened his expertise at some of the Western Cape’s most respected hospitality establishments, including The Table Bay Hotel, Mount Nelson, A Belmond Hotel, Radisson Blu Hotel Waterfront, Mont Rochelle, The Commodore Hotel and The PortsWood Hotel.
Those experiences shaped his leadership philosophy and operational discipline. According to Theron, trust within a team is built through consistency, calm leadership and disciplined decision-making — qualities he believes directly influence guest satisfaction and service excellence.
His career journey also includes major operational turnarounds. At Lord Charles Hotel, he oversaw the reopening and restructuring of one of the region’s largest banqueting operations. Later, at De Warenmarkt, he guided a challenging post-pandemic recovery, implementing tighter financial controls and redesigning the commercial strategy to restore profitability.
These experiences prepared him for the enormous task waiting in Franschhoek.
Today, @Franschhoek Hotel and Hey Joe Brewing Co. operate as a fully integrated destination experience under The @ Collection, alongside @Sandton Hotel. The relationship between the hotel and brewery is central to the property’s identity, with hotel guests enjoying breakfast at Hey Joe each morning, seamlessly connecting the brewery to every stay.
This unique combination gives the property an authentic atmosphere that stands apart in the highly competitive Cape Winelands hospitality market.
Theron understands the expectations that come with operating in Franschhoek, one of South Africa’s premier tourism destinations. Guests arrive expecting exceptional service, authenticity and a genuine connection to the destination’s culture and lifestyle.
Since the hotel’s opening, his primary focus has been building a workplace culture capable of delivering those expectations consistently. Communication between departments, staff accountability and team empowerment remain key priorities under his leadership.
“Guest satisfaction comes from small, daily improvements done right, not one big change,”.
says Theron
Now entering the hotel’s first full operational year, Theron’s focus is firmly on refining the business commercially while ensuring that Hey Joe Brewing Co. remains at the centre of the overall guest experience rather than simply existing alongside it.
For Theron, success remains simple and deeply operational: a smoothly run hotel, a confident team and guests who leave with memorable experiences worth returning for.
Academically, Theron holds a National Diploma in Hospitality with a major in Food and Beverage Management, completed Cum Laude at Cape Peninsula University of Technology. He also holds a WSET Level 2 qualification in Wine and Spirits, completed the Coaching for Performance programme at Stellenbosch Business School and is fluent in both English and Afrikaans.
For reservations and enquiries, guests can contact @Franschhoek Hotel or visit Hey Joe Brewing Co..
