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Why so secret, Templar Hotel?

Posted by Tim / May 6, 2012

Templar HotelThe Templar Hotel is Toronto's secret boutique hotel. Have you heard? It's been around for a year and a half yet still isn't "officially" open. The owners have generally shied away from any media and haven't responded to any of our inquiries other to say they're not ready to talk about it.

Anyone who has spent some time in the Club District will likely have seen the building. It's a modern, 8-story structure on Adelaide, just west of Peter St. But good luck trying to spot anyone going in or out of the building - unless, that is, you happened to be nearby during one of their many private parties.

The parties, which may have started around January of last year have ranged from cocktails to seven course dinners. There were parties during TIFF and others during last year's holiday season.

So why the secrecy? It's hard to say because the owners aren't talking. Despite numerous requests from us, they've chosen to remain tight lipped. Their website loads a blank page and top search results bring up a short discussion on Urban Toronto and a photo of Douglas Coupland who claims to have eaten ribs in Templar's kitchen.

And then there are the hotel sites. The best source of information - including lots of photos such as the one at the top of this post - is undoubtedly the Templar Hotel page on Designhotels.com. Here we learn that room rates start at $395 and they're accepting reservations as of May 15th.

The site also tells us that the hotel has 27 rooms, bespoke high-end furnishings, glowing modern art installations, a rooftop bar, a bar they're calling the Monk Lounge, and a Japanese-style spa complete with a deep, sand-blasted pool. They'll even pick up guests in an airport shuttle (a Porsche Panamera). Don't bring too much luggage!

Despite not being open yet, the hotel was somehow named by Wallpaper Magazine in 2011 as one of the best business hotels in the world. Go figure.

The owners of the hotel are designer Del Terrelonge and John Wee Tom who posed for a photo during an IDS party at the hotel earlier this year. They purchased the land where the hotel now stands back in 1998.

Buzz that's been floating around is that the hotel will become something of a dining destination. The executive chef is Roberto Fracchioni (it says so right here on his LinkedIn) who previously ran the kitchen at The Millcroft Inn & Spa. Coupland has already raved about the ribs and apparently food dished up at the private parties has been stellar as well.

Stay tuned for more details. If the opening does end up happening later this month, here's hoping the owners will start talking.

Discussion

28 Comments

matts / May 6, 2012 at 11:03 am
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that's a good line:

"So why the secrecy? It's hard to say because the owners aren't talking"

no s**t....
Nina / May 6, 2012 at 11:16 am
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Another NYC wannabe snobby TO outlet that will go out of business within a few years. The hospitality industry is about hospitality.
jay / May 6, 2012 at 11:46 am
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It's opening on May 15, according to the link below:

http://www.designhotels.com/templar

Also, they're on Expedia!

http://www.expedia.ca/Toronto-Hotels-Templar-Hotel.h4735812.Hotel-Information
Banquo / May 6, 2012 at 11:59 am
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I don't consider myself a snob, and I certainly don't make enough to qualify as a dilettante - but I enjoy boutique hotels. They're often well designed and ordered and seem to offer great service -though truth be told, I rarely take advantage of those more outrageous offerings, such as the porsche pick-up, because I can never tell what's a freebie and what shows up on your bill later. That should be the real "secret" concern

That being said, I don't think its a terrible thing to be so secret. And I'm sure that starting at $365 a night, you might see some celebs tucking away there comfortably knowing that the management hasn't gone so out of their way to be so garishly declared a "hot-spot"

I'm sure the Thompson Toronto is super nice, but it seems to me to be a bit too hectic a scene for me to stay. That might be what some folks dig, and by all means have at it - but I'm not a fan of wandering the city all day and then having to wade through a crowd of posers and hipsters to get to the elevator (I'm looking at you Opus Montreal).

Toronto needs more interesting boutique hotels, so secret or not- I'm glad there's another one in town.
Julie K. / May 6, 2012 at 02:04 pm
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To answer the question of secrecy - The less they reveal the more attention they attract. It's the elementary marketing rule applied in a real life situation and it is obviously working.

I'm not a person that often indulges in boutique hotel stays but I like to enjoy their comfort from time to time. They are a great choice for a business traveler who is sick to his stomach from the uniformity of vast majority of "normal" hotels. Hotels like Templar offer an unforgettable experience that will never repeat. Each room is designed in a different style, equipped with different furniture and gives you a unique feeling.
There is a recent trend of fashion houses having their own hotels (Maison Moschino in Milan or La Maison Champs Elysées by Maison Martin Margiela in Paris) so I was hoping maybe we could get one as well in Toronto.

I can't wait to see it, lets hope they won't change a date finally reveal the inside of this secret hotel.
Eric26 / May 6, 2012 at 03:51 pm
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I like hotels that have beds in the rooms.
cathie / May 6, 2012 at 05:42 pm
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I'm guessing that nowadays the majority of hotel bookings are done online, so it doesn't make a lot of sense to me that their website would only load a blank page. They want their customers to have to "work" in booking their stay?. Why? I'd likely go elsewhere after seeing that warm, inviting blank page. But I'm definitely not their target market.
Mark / May 6, 2012 at 06:10 pm
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Since you don't know if the Toronto Zoo is located in Toronto or Markham, why should they talk to you? You are incompetant and not exactly their target market. In fact if they talked to you they'd probably lose clients. All the more reason to ignore you.
ha ha / May 6, 2012 at 09:47 pm
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Every time I walk past there I laugh at the ugly gas pipe xmas tree to the right of the door that nobody has gotten their head out of their a*s yet to figure out how to cover up or contain inside something, anything.

Also, some of the look-at-me-I-know-stuff-about-boutique-hotels-bla-bla-bla posts here are barfy.
TWT / May 6, 2012 at 11:13 pm
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Why would they talk? They have nothing to say - the building has been under construction since around 2005, despite being a fairly simple structure. I've heard they were incredibly picky about everything they chose, but more than likely they had a project manager/architect who doesn't understand how to overlap trades on a building site. not until VERY recently did they even get the furniture out on the "patio", which is so small and bizarre that I can't imagine anyone ever using it, for fear of being barfed on by clubbers. The owners/operators are probably just too embarrassed to talk about it, and so far the reputation of the place is the creation of PR buzz (hence the wallpaper award for a hotel that isn't open yet)
alex / May 7, 2012 at 12:55 am
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"You are incompetant and not exactly their target market. In fact if they talked to you they'd probably lose clients. All the more reason to ignore you."

This.
S / May 7, 2012 at 03:19 am
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The Porsche Panamera is the 4-door version.

Also, many top travelers from the states ship their luggage by, example FedEX, straight to their hotel. Why? It's cheaper and safer. How? If one has lots of luggage and is flying non-direct flights to Toronto, they must pay for the amount of luggage and weight. 'Mailing' their luggage means they can track online exactly where their luggage at all times. The hotel will know about the reservation and will 'hold' the luggage until you arrive with only your carry-on. Less chance of getting your luggage lost and items stolen by baggage handlers.

Same travelers know that their luggage can get 'lost' forever or luggage being sent to a different city altogether. By sending luggage defined as parcels the recipient signs where and when it arrives. If only airlines did the same thing.
T / May 7, 2012 at 03:26 am
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what the fuck does that have to do with anything?
Steve-o / May 7, 2012 at 04:30 am
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Please. Their lack of publicity has nothing to do with marketing strategy or an attempt to build quiet buzz. This place has blown through more deadlines than a failing grade 10 student, and frankly, it was getting embarrassing, so they went silent. If anything, BAD buzz was created, and the company started to look like a joke. The shell of the building has been up since late 2006. It's been sitting so long waiting for interior elements that the exterior is showing wear and tear and already looks horribly outdated. The web site for the "design firm" -- RHED (http://www.rhed-22.com) -- behind the concept is atrocious, especially for a design or architecture firm, and looks like nobody cares to update it. Staff hired two years ago in anticipation of the hotel opening are no longer there; incredible that a place that has yet to open has already had staff and management turnover. By all accounts, it's a vanity project for a rich boy, whose ego was writing cheques his self-perceived project management skills couldn't cash. No doubt that it is lovely inside (though hard to tell, because most of the pictures online are computer renderings, not actual photos). Hope they hired someone competent to run the place.
Irrelevent / May 7, 2012 at 08:26 am
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At $400 a night, I'm not sure that this place fits the the demography of the readers here. Perhaps you should review the Hav-a-Nap on Kingston Rd. instead.
Really? replying to a comment from Mark / May 7, 2012 at 09:52 am
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Really?
You whine that they talk to other publications but not yours..really?
You creeped their staff on linkedin? really?
You comment about their website but then go on to talk about how you can make reservations online? Really?

If you read Wallpaper you'd know they were in the magazine three times last year. They have been on other blogs like Guardian UK and BlackBook NYC and WeHeart but not yours..hmm
jealous?

I don't know for sure, but maybe they are waiting until the city finishes their revamp of Adelaide Street..but I guess you don't know cause they don't talk to you..and I guess you can't just see the construction on the street online..

Which begs the question..if they don't talk to you, how did you get the rights to their image?

So if you steal pictures and creep on linkedin for your journalist fact checking and ask why they don't speak to you?

Grow up!

Pat / May 7, 2012 at 12:47 pm
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The March issue of Toronto's Azure magazine had a nice spread on Templar, lots of photos and a write up of the place.
Sarah replying to a comment from Irrelevent / May 7, 2012 at 12:51 pm
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Win! Hav-a-nap looks pretty swank ;)
junctionist replying to a comment from Irrelevent / May 7, 2012 at 11:08 pm
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This site appeals to many different people. Some could in fact afford to stay at this hotel. Others are interested in the different aspects of the hotel such as the architecture and interior design, possible culinary options, and strange development background.
agentsmith replying to a comment from Irrelevent / May 8, 2012 at 10:05 am
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Haha, they actually call themselves "boutique" too. Awesome.
John / May 17, 2012 at 09:48 am
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Its still not open...
Luca / July 18, 2012 at 05:47 pm
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I have been there and the hotel is actually awesome. The rooms are large, great furniture, super comfy beds and great bathrooms with huge tubs. the service is great as well, very careful and friendly, i felt home from the first moment i walked in.

if you are so curious why don't you go there and try to walk in and see yourself...

Kathleen / August 2, 2012 at 06:27 pm
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I have actually stayed at the Templar. The place is amazing and the staff are totally friendly and cater to your every request. It's different than what you may think cause it feels like your own private refuge vs some trendy wanna be spot. The food is incredible and the beds and tubs are outstanding. All kinds of little touches throughout the space. Very cool you can load your own apple id onto the TV and kind of bring your life to your room. I will be back for sure.
Bryan / December 14, 2012 at 12:02 pm
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Went there for dinner and it was one of the best experiences I've had in the city. I called to make a reso wasn't sure if they catered to the public but everywhere is booked in the city so I gave it a shot and it paid off. The chef, food and everything in between was exceptional. Def going to put this place on my eating out rotation.
John replying to a comment from Bryan / December 14, 2012 at 12:19 pm
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I went to a work Christmas party there last week so sick. food drinks were on point I thought it was going to be stuffy when I walked in but had such a chill vibe.
Me / December 14, 2012 at 01:16 pm
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Maybe they "shied away" because you're just some random "internet blogger"? I couldn't see anyone really taking time out for that.
dave / April 24, 2013 at 12:38 pm
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seems anyone that hasn't stayed there hates it, inexplicably, and anyone that has loves it. Well played Templar.
the clothing quarter / May 9, 2013 at 05:35 am
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Greetings from Los angeles! I'm bored at work so I decided to browse your site on my iphone during lunch break. I really like the information you present here and can't wait to take a look when I get home.

I'm surprised at how fast your blog loaded on my mobile .. I'm not
even using WIFI, just 3G .. Anyhow, great site!

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