MILLIONAIRE businessman Alfie Best's Herefordshire hotel has been put on the market after calls were issued for enforcement action.

The Hop Pole Hotel, in Bromyard's Market Square, has gone up for sale with agents Savills with an auction guide price of £165,000.

It was bought by Mr Best, who is also responsible for the Sapey Golf Club near Bromyard and 109 residential park home sites across Britain, including Saltmarshe Castle near Bromyard, in 2019,


At the time, the businessman said he would plough £1.2 million into bringing it back to life, with plans submitted to Herefordshire Council in 2021 to turn the dilapidated town centre hotel, which dominates the town's market square and has been empty for a number of years, into a five-star venue.

Permission was finally granted with conditions in February 2023 for proposed internal alterations, conversion of attic space, rooflights, the demolition of a rear single-storey extension and replacement larger extension, reinstatement of a historic window, ramped disabled access, and the introduction of dining area into newly discovered basement area.

But the project has been beset with problems, some of which Mr Best told the Hereford Times stem from the building being listed, and remains almost untouched.

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The building, which Mr Best agrees is deteriorating, is now under threat of enforcement action, with Bromyard Town Council writing to Herefordshire Council.

Speaking to the Hereford Times last month, the Undercover Big Boss star and 'Gypsy billionaire' star said he would be putting the hotel on the market, claiming he had received "abuse instead of support" locally.

Savills said the hotel comes complete with planning permission to create a boutique hotel and restaurant with eight bedrooms, but has redevelopment potential to be converted into nine residential flats, subject to consent.

The vacant hotel is being sold freehold, and will be heading to auction on May 8, Savills said.