Sonnel Hospitality’s upgrades for Ashfield, Ermington, Crossroads, New Victoria Tavern hotels

Hotels, bowling alleys, rooftop bars, cocktail lounges and reimagined menus. A hospitality group is splashing more than $50m to upgrade its venues across Sydney. Here’s what’s in store.

A concept design for the Crossroads Hotel at Casula.

It’s out with drab watering holes and in with family-friendly venues offering top pub grub at four hotels across Sydney where a hospitality group has lodged plans to entice a new wave of patrons.

Sonnel Hospitality has lodged development applications for four of its key venues: the New Victoria Tavern at Wetherill Park, the Crossroads Hotel at Casula, the Ashfield Hotel and the Ermington Hotel – areas which it has identified as experiencing significant population growth.

Sonnel Hospitality chief executive Simon Meers said western Sydney, one of the most diverse and rapidly growing regions in the country, deserved world-class hospitality.

“We see our venues as more than just places to eat and drink and watch the big screens – they’re community hubs, gathering spaces, and destinations for connection for all age groups and backgrounds,’’ he said.

Crossroads Hotel’s $34m expansion proposes a 200-person proposed function centre, a 39-room hotel, a “high energy” sports bar, a newly designed bistro and a stylish cocktail lounge in what will transform the venue “into a destination”.

Sonnel is spending $34m to expand the Crossroads Hotel.

How the new Crossroads Hotel is shaping up to look.

The family-friendly theme will continue with a large-scale children’s play area alongside a redesigned carpark and landscaping.

At Ashfield Hotel, the redevelopment will bring a “modern vibe” with a “completely reimagined food and beverage service” and a lively sports bar.

A sports bar and impressive cuisine are planned for the Ashfield Hotel.

The historic building will be preserved and “the new-look Ashfield Hotel is slated to play a key role in shaping the suburb’s social and dining culture”.

Sonnel is hoping the refurbishments will be a more successful venture than the Pub Cucina Italian restaurant which closed shortly after its 2022 debut when the Nelson Meers Group managed the Liverpool Rd hotel.

Further west, the Ermington Hotel is slated to undergo a $29m refurbishment with a cafe and bakery as part of a contemporary bistro, a stylish cocktail lounge, a 40-room hotel, a function centre for 200 people and an expansive children’s play area.

But there’s no reason for the adults to be slouches either, with Sonnel exploring entertainment offerings including a bowling alley at the River Rd venue.

Artist's impressions for the new Ermington Hotel.

A bowling alley could be part of the Ermington Hotel.

At Wetherill Park, it’s all about elevating the pub grub with plans to “deliver a bold new menu” for casual get-togethers and business meetings with an industrial design that still has a warm atmosphere.

The venue will feature massive sports screens, making it a “go-to destination” in the area.

The revamps follow overhauls at the Guildford Hotel last year and Marrickville Tavern.

How the beer garden at the New Victoria Tavern at Wetherill Park is slated to look.

Pundits including hospitality consultant Justine Baker are joining former Aria chef and Sonnel’s food and beverage consultant Simon Sandall, along with chief operating officer Tim Fitzgerald who joined Burwood-based Sonnel after departing Morris Hospitality in December.

Mr Meers said Sonnel was working closely with the experts to focus on creating offerings that “reflect modern tastes while staying true to what our locals want”.

“We’ve done this at the Guildford Hotel and most recently at the new-look Marrickville Tavern, which have both been well received by the community,” he said.

“We’re excited to be part of the transformational journey that western Sydney is on and looking forward to bringing our game-changing hospitality experiences to life.’’