Fran García: “At Celta360, I see a project designed to lead the hospitality market”

Getting to know the people who will make the Celta360 experience possible is also a way of understanding the project itself. That is why we travelled to Santiago de Compostela to speak with Fran García, founder of SmartRental Group, the company that will manage the Celta360 residence and coliving spaces. We chose a very special place for the interview: Lemonade Santiago, the first student residence launched by Smart Rental in Spain. Not only is it located in Fran’s hometown, but it also provides a clear reference point for what will be developed within the Celta360 ecosystem.

Question: How would you define Fran García and SmartRental?

Answer: SmartRental began as the idea of a young entrepreneur who wanted to build something of his own. Around 15 years ago, we decided to enter the hospitality industry with the goal of creating a more modern, customer-focused approach that was better adapted to the real needs of new generations. That is essentially what we have become today: a company that supports people throughout every stage of their lives by creating spaces that combine community and comfort.

As for Fran García, I’m an entrepreneur—a guy who started out 15 years ago with this dream and who still has the same enthusiasm for developing projects that transform society, businesses and, above all, the hospitality sector. Two great examples are the projects we have here in Galicia: Lemonade Santiago and the future residence at Celta360. Both represent a new way of understanding hospitality and are designed to meet the needs of younger generations.

Q: You were born in Santiago de Compostela, although most of your business career has been developed in Madrid. What does it mean to you to return to Galicia and develop projects here at this stage of your life?

A: It has a very important emotional significance for me, and it’s something that genuinely excites me. The first project I launched in Galicia is this one, where we’re conducting this interview today: Lemonade Santiago.

It’s not just that I was born in Santiago de Compostela—I was actually born in this very building where Lemonade now stands. Before becoming Lemonade, this building was the former Hospital General de Galicia, where I was born. I also lived in this neighbourhood for many years, so this project means a great deal to me personally.

Beyond the emotional connection, it is also a high-quality business project, just like the one we are developing at Celta360. What Celta is creating in terms of residential accommodation is a visionary, top-quality concept. Being given the opportunity to become part of that project is both an honour and a major commitment for us.

Q: Lemonade Santiago has roughly the same capacity as the residence planned for Celta360—around 400 beds. What occupancy rate did Lemonade achieve in its first year?

A: We were practically at full occupancy throughout the academic year, and we’re already taking bookings for the next one. Demand has been growing at a very strong and encouraging pace, which is a very positive indicator when looking ahead to the launch of the Celta360 residence.

Q: What level of business did Lemonade generate? It would be useful as a benchmark for the future Celta360 residence and coliving development.

A: Rather than focusing on turnover figures, I prefer to highlight the fact that the Lemonade project has created between 25 and 30 direct jobs here in Santiago de Compostela. If we also consider indirect employment, the number is much higher.

We work closely with many local businesses and suppliers, building very strong partnerships, so we’re extremely pleased with the impact of the project. We believe it has helped transform Santiago, especially the Galeras neighbourhood. The area has improved significantly thanks to this development, and I’m convinced the same will happen with Celta360. Once the entire area surrounding the residence and coliving space is developed, it will bring about a remarkable transformation for the whole region.

Q: You are now taking another step by becoming one of the operators of Celta360. What made you feel this was a project SmartRental had to be part of?

A: When I first discovered the Celta360 project, what immediately stood out was that it was a forward-thinking, future-focused concept—one that has been designed to lead the hospitality sector over the next 30, 40 or even 50 years.

The second thing that impressed me was Celta’s management team. The passion with which Carlos Cao and Marián Mouriño explained the project made me feel I had to be part of it. The vision they have for the club is very similar to the one we have at SmartRental. The care and commitment with which they manage Celta, together with their ambition for the future, are already driving meaningful change.

From a business perspective, being invited by Celta to join this project is both an honour and a responsibility. At SmartRental, we now have the challenge of living up to those expectations by bringing our expertise in hospitality management and providing the added value the project requires.

Q: Celta360 is not simply about building rooms; it is about creating a place where sport, education, innovation and community come together. How does that vision fit with SmartRental’s philosophy?

A: That is exactly what we have been working towards over the past five to ten years. The vision you describe is the most important aspect of this business. Some places may offer higher quality than others, but the real key is creating genuine experiences and a community where people can grow and develop.

Celta360 makes that incredibly easy. It brings together education, sport, young people and a unique product within one ecosystem. That is precisely what society is looking for today: wellness, sport, education, human connection, meaningful experiences, community and nature. Celta360 offers all of that.

On top of that, it is associated with a nationally and internationally recognised brand such as Celta. From my point of view, that makes it a project with every chance of success.

Q: Your residence in Santiago, together with Celta360 being recognised as a Project of Regional Interest… Do you think Galicia is currently experiencing a particularly attractive moment for attracting talent and investment?

A: I do. Lemonade and Celta360 are both great examples of that. There is growing interest from major companies in coming here to invest and do business. Galicia has everything: outstanding natural surroundings and a truly authentic identity. It has the sea, excellent infrastructure that makes travelling and getting around easy, and it is becoming increasingly open to welcoming people from everywhere. There are globally recognised companies already attracting all kinds of talent, which continues to enrich the region.

Q: Companies increasingly talk about their impact on the communities where they operate. What responsibility does a company like Smart Rental have when it invests in a region like Galicia?

A: You have a responsibility and a commitment to do as well as—or even better than—what you’ve achieved elsewhere. That’s the extra challenge because you’re coming back to your own region, and you feel an even greater responsibility to get things right. As I said, ideally, even better than we’ve done outside Galicia. We have a lot of confidence in what we do, but there is definitely an added sense of commitment to making these projects a success.

Q: If you had to convince an international student or a professional to come and live in Galicia, what do you think this region offers that is difficult to find elsewhere?

A: There are many wonderful places around the world, but Galicia is genuinely unique. Spain has many great destinations, but Galicia is one of the most authentic. As soon as you arrive, you immediately feel its extraordinary culture.

Within this region you can do absolutely everything. There are opportunities, talented young people and a strong pool of skills. I honestly believe Galicia offers everything someone needs, whether they want to spend a few years here developing their career or make it their permanent home, with the same opportunities they would find elsewhere.

As I mentioned before, connectivity and infrastructure are also major strengths. We have three airports with excellent connections, making it easy to travel wherever you need. For me, Galicia is undoubtedly a region with a bright future.

Q: What do you think Smart Rental can bring to Celta360, and what can Celta360 bring to SmartRental?

A: Celta360 brings us everything. It’s a cutting-edge concept and a fantastic opportunity for SmartRental to become part of a leading project that combines hospitality, sport, wellness and education.

I also believe this is the direction hospitality is heading in the future. At the same time, we’re joining forces with one of Europe’s most respected football brands—RC Celta—which helps us continue growing as a company.

On the other hand, Smart Rental brings extensive experience in the comprehensive management of residential assets. Our goal is to take care of everything that falls outside a football club’s core activity, allowing Celta to focus on what it does best. We want the club to be proud of the way we manage the residence, of every guest and student who stays there, and of every player who calls Celta360 home.

Q: Five or ten years from now, if a young person comes to Celta360 to study or launch a business and spends time in a space managed by SmartRental, what would you like them to think about the project when they leave?

A: I hope they leave feeling they truly enjoyed the experience. I don’t want us to be remembered simply as a bed or a room—we want to be remembered as a place to live.

We want to create an environment where people come not only to stay, but to grow. I’d love young people to feel that they developed as individuals, had unforgettable experiences and created memories that will stay with them for life. And years later, when they look back, I hope they’ll feel the desire to return to the place where they enjoyed themselves so much, learned so much and grew so much.