What does it take to breathe new life into a city’s hospitality scene? For James Thorpe, CEO and owner of the multi-award-winning Odd Culture Group, it starts with making hospitality not just enjoyable for guests, but meaningful for every facet of its operation. A former philosophy student who turned down a place at Oxford in favour of a career pulling kegs and managing pubs, James took a leap in 2017 to buy his first venue. In hindsight, a move that laid the foundations for one of Sydney’s most distinctive hospitality groups. Since founding Odd Culture Group in 2021, he and his team have built a portfolio of celebrated venues including Odd Culture Newtown, The Duke of Enmore and The Old Fitzroy Hotel, each known for its strong community ties and cultural identity. Named one of Time Out’s 2024 Future Shapers, James is also an advocate for the broader industry, as President of the Newtown Enmore Business Chamber and a partner of the Night Time Industries Association.
Ahead of his session at the Hospitality Real Estate Summit, we spoke with James about what the industry needs most, where innovation is happening, and why meaningful hospitality starts with people.
FuturePlace: To start off, can you tell us a bit about your role at The Odd Culture Group – what does your day-to-day look like, and what parts of it keep you energised?
James Thorpe: I’m the CEO and Co-Founder of Odd Culture Group, which means I spend a lot of time switching between the macro and the micro. We’re in the business of hospitality, but also in the business of culture – and there’s nothing more energising than seeing a venue become the beating heart of its neighbourhood because of the people who help run it, and the people who visit.
“There’s a clear hunger for meaning. People don’t just want good food or a well-made drink – they want to know the story behind it.”
FuturePlace: Odd Culture has carved out a distinctive identity in the hospitality space – what’s the core philosophy behind your venues, and how has that evolved?
James Thorpe: We started Odd Culture with the simple idea that hospitality should be about food and drink first, not poker machines or revenue per square metre. That sounds obvious, but in NSW, that’s a radical statement. Our venues are built around feeling – places that prioritise connection but throw in a little chaos or distinction in concept. Over time, our philosophy has only deepened. We’ve become more intentional and more vocal about the role hospitality venues should play in shaping public life; places for safe and inclusive expression, unbridled enjoyment, and a reflection of the community in which a venue finds itself.
FuturePlace: What are some of the key consumer shifts you’re seeing right now and how is Odd Culture responding to them?
James Thorpe: There’s a clear hunger for meaning. People don’t just want good food or a well-made drink – they want to know the story behind it. They’re rightfully more conscious of where their money goes, who it supports, and what values come bundled with the experience. We’re building venues that are viable not just financially, but socially.
FuturePlace: Hospitality is becoming more than just food and drink – it’s about storytelling and experience. What does ‘experience’ mean to you when designing or evolving a venue?
James Thorpe: To me, ‘experience’ is about trust. Every detail in a venue contributes to how a person feels. That’s a kind of perceptual access we should treat with reverence. When someone chooses to leave their house and step into your venue, they’re handing you their time and attention. That’s a privilege, and we take it seriously. The best venues don’t shout at you, they invite you in sincerely.
FuturePlace: What do you think is currently missing in the pub and hospitality scene – and what opportunities do you see for innovation?
James Thorpe: We’re missing the willingness to challenge the status quo and copy-paste concept mentality, especially in a state that has normalised pokies as a business model. There’s enormous potential for innovation when we untether from gambling revenue and focus on what people actually want: good food, great drinks, honest service, genuine community interest. The year that has passed for hospitality in Australia has resulted in a reckoning of values, and as a group that fosters genuine inclusivity, we also know there are improvements to be made for true harmony.
FuturePlace: What are you hoping to bring to or take from the conversation at the Hospitality Real Estate Summit?
James Thorpe: We can’t talk about the future of pubs without talking about the structural rot that’s set in – inflated rents driven by PMEs, a planning system that doesn’t understand hospitality, and landlords who care more about covenants than culture. At the same time, I want to learn from others who are trying to crack this. What role can real estate play in shaping a better, fairer industry? That’s a question worth grappling with.
FuturePlace: If you had to predict where the industry will be in five years, what changes or shifts do you think we’ll see?
James Thorpe: In five years, I anticipate a significant shift towards venues that prioritise unique operating models and leaving behind gambling revenue. With increased support for reforms like mandatory cashless gaming, as highlighted by NSW’s 24-Hour Economy Commissioner Michael Rodrigues, it’s proof we may see a decline in the dominance of poker machines for hospitality businesses. This could pave the way for a renaissance in hospitality, where venues focus on quality offerings and cultural contributions. As a member of the Night Time Industries Association, I believe these changes will foster a more vibrant, inclusive, and sustainable nightlife economy.
FuturePlace: Finally, what advice would you give to venue operators or emerging hospitality leaders trying to build something unique and lasting?
James Thorpe: This industry desperately needs more voices willing to say what everyone else is thinking. The best venues aren’t the flashiest ones – they’re the ones that last because they mean something to people.
James will be taking the stage at the Hospitality Real Estate Summit for a fireside chat titled Location Matters: Understanding zoning and demographics to optimise asset valuation. Joining James Lidis, Managing Director at Design Collaborative, and Chris Cornforth, CEO of Harvest Hotels, he’ll explore how location, planning frameworks and demographic shifts influence the performance and value of hospitality assets. From navigating gambling zones and regulatory challenges to tailoring offerings for diverse audiences, the session will offer real-world insights into how leading operators like Odd Culture Group are responding to changing consumer behaviours across both CBD and regional markets.
