Stop us if you’ve heard this one before. A couple of Silicon Valley millionaires learn their favorite English village is falling on hard times. So they set out to revitalize it — one pub, post office, chip shop, farm, and guest room at a time.
Book the The Collective at Woolsery on Tablet Hotels.
Michael Birch received a call from a relative informing him that the pub in Woolfardisworthy was about to close. The tech entrepreneur had spent part of his childhood in the North Devon village, also known as Woolsery, and frequented the pub for decades. He and his wife Xochi had their first date there. On hearing the news, the California-based couple didn’t hesitate for a second before hopping on a plane to save the Woolsery institution.
The Farmers Arms was the only pub in Woolsery, the heart of a town of 1,000 near England’s southwest coast. Losing something so integral to the community can have generational repercussions. What’s most important about the Birches isn’t their biography — which includes selling the social media site Bebo for $850 million (then buying it back for $1 million) and creating San Francisco’s Battery hotel — it’s how they’ve tried to bring new business and new opportunity to the residents of Woolsery.
A mill, sheep, meadows as far as the eye can see — Woolsery is the archetypal bucolic English village. People come here to take refuge as they would under a blanket with a good book. Apart from long walks along the seafront, breathing in the country air, and living to the slow rhythms of small town life, there’s not much to do here beyond waiting for the next rain shower, and that’s 100% the charm of it all.
But the younger generation, lacking opportunity and less persuaded by the concept of rain as romance, is deserting the area. Many of the village’s businesses are falling into disrepair. So the couple didn’t just set out to save the pub. To revitalize Woolsery they also bought the fish and chips shop next door. Then the Georgian manor house across the road, the store and post office built by Michael’s great-grandparents, a 150-acre field, and a handful of cottages. You’re reading about it here because spread amongst those structures are seven terrific overnight accommodations, with more on the way.
No one in Woolsery has to worry about some renegade millionaire damaging the soul of the village. All the buildings, with the exception of the store, are protected, and the Birches’ goal has always been to preserve their authenticity. The front of the pub has been restored to its original appearance. The store, where the owner’s grandmother grew up and which now takes the name of his great-grandfather, brings us back to the 1950s. Upstairs, the guest rooms elegantly blend period design and architecture with contemporary finishes. The cottages, while distinctly more luxurious, are no less aware of their history.
While each piece of the Collective at Woolsery has its own identity, the whole forms a whole, a collective. The field has become a biodynamic farm that feeds the pub’s refined table. The harvests can also be found on the store shelves, along with plenty of other local goods. The chippy is a staple of any proper English village. And overnight guests are invited to become part of it all. This is where locals gather to discuss the news of the day, have a drink, play cards and sing. Dozens of Collective employees live in the town. Everyone knows everyone, and soon you’ll know everyone.
A brewery, a fishing boat, a new forest… Overflowing with ideas, Michael and Xochi are already imagining their next project, but want to take care to ensure their initiatives help serve the needs of the town. They’re careful to point out that they aren’t saviors, because Woolsery didn’t need saving. The appeal of the village has always spoken for itself — after all, it’s what drew them back in the first place and what continues to inspire their work, including the project that could be their pièce de résistance: turning the old mansion they bought into Wulfheard Manor, a luxury hotel and restaurant experience they hope will be unlike anything else in the UK. They plan to open it in the next year or two. We can’t wait.
Scroll down for a full FAQ about the hotel. Then book The Collective at Woolsery on Tablet Hotels.
Nuts & Bolts
A bite-sized breakdown of your most frequently asked questions about The Collective at Woolsery.
Who comes here?
The village attracts couples, families, and solo travelers of all ages who want a taste of the peaceful, authentic life of the English countryside.
When’s the best time to visit?
Spring and summer allow you to enjoy the beaches and the farm. Autumn and winter are more for romantics, those who like to snuggle up by the fire with a book and a glass of wine, or enjoy a hot bath watching the rain fall.
What else is there to do in the area?
Woolsery is surrounded by other charming villages such as Clovelly, a cobbled market town that winds its way down the cliffs to a small harbor, entirely reserved for (sporty) pedestrians. The region is also home to ruins and castles, such as Tintagel Castle, the birthplace of the legend of Merlin the Enchanter and King Arthur — a trip that can be combined with a visit to the Museum of Witchcraft and Magic. In addition to walks along the coast, you can enjoy a dip in the saltwater pools of Bude and Westward Ho! half an hour’s drive away.
Best room for a solo traveler? A couple? A family?
Shop Suites and Rooms are ideal for a solo traveler. Fitted out in the style of the 40s, they all feature large bathtubs and ample space to relax. Couples love the Old Smithy. A very large split-level cottage with a sliding glass wall that lets the outside in, and direct access to the pub garden. It draws its ultra-modern decor from its former forge past, with poured concrete floors, exposed steel beams and a wood and metal staircase. It’s ideal for long stays.
Bright and spacious, with a huge garden, two living rooms, a modern kitchen and four bedrooms, Hillside Cottage is perfect for families.
What’s a design feature I would miss if you didn’t tell me about it?
Travelers staying in the Shop Rooms will be able to admire two unique architectural features: in bedroom 3, the owners have installed a huge 6×3-meter dormer window, perfectly aligned with the old church steeple across the road. In bedroom 4, floor-to-ceiling crittall windows offer an unobstructed view of the countryside. From your bed, you can admire the landscape stretching as far as the hills of Dartmoor National Park.
Anything to say about sustainability, equality, and community?
The Farmers Arms, which underpins the entire Collective at Woolsery, has implemented innovative natural farming practices that are still underdeveloped in England, such as the use of perennial crops, agroforestry and Bokashi composting, a kind of giant kimchi inspired by Korean techniques. The Farmers Arms uses exclusively English produce, and the store features local producers.
Are there some standout amenities you’d recommend?
Sonos speakers, a well-stocked library, and mattresses made by a Devon company from local organic wool.
Without further ado, what’s there to eat?
The Farmers Arms offers two menus: a modern take on British pub classics such as shepherd’s pie with Greyfaced Dartmoor mutton raised on the Collective’s farm and fish and chips made with local cider, and a Birch Farm menu, made with seasonal produce also from the farm. If you’d rather spend the evening in your room or cottage, you can order takeaway from Fish and Chips. The food is prepared entirely on site using local fish. The veggie burger is made with fermented vegetables from the farm.
Tell me about Tablet Plus?
At the time of publishing, The Collective at Woolsery offers Tablet Plus privileges, including a room upgrade at check-in (upon availability), guaranteed 1pm late check-out, a wonderful welcome treat in your room on arrival, and a 20 GBP hotel credit per room, per stay.
The final word?
The Collective has been designed in the image of this iconic English country village: peaceful, warm and comforting. Where, in the end, there’s only one thing to do: wait for it to start raining before taking refuge.
Book the The Collective at Woolsery on Tablet Hotels.
