Creating Alchemy with Ian Schrager (And How Hospitality Needs to Change) - Ben Pundole, PUBLIC Hotels

Josiah: What are the first things that stood out to you in working with Ian?

Ben: Ian thinks differently. He thinks about the anticipation. He thinks about creating a halo effect. He thinks about the business being led by the brand rather than the other way around. And it's not just about design. And it's about, and Ian will always say, it's about alchemy. It's not never one thing. It's about design. It's about programming. It's about food and beverage. It's about having the right people to attract the right people. So he had his focus on things that other hoteliers at the time didn't have.

Josiah: You helped him expand his vision for hospitality in building their hotels. I wonder if you can kind of give us a sense of what your process was in opening a new hotel. There are so many components from a development, from a building perspective, but to your point of anticipation of creating that alchemy, can you walk us through a project of opening a hotel? What was involved?

Ben: Let's take, for example, the Times Square EDITION, because in 2019, I mean, don't let the accent fool you. I'm a New Yorker. I moved here in 1998. I never go to Times Square. So we were tasked with getting a great crowd to Times Square for creating a buzz in Times Square, which I don't think has been done since. I have no idea when. And so we made sure that we had a week long festival of events, a true legacy performer to open with Diana Ross and Nile Rodgers, followed by Lauryn Hill. Then, as the week went on, we had people like Sophie Tucker, Charlie XCX, and Seth Troxler, and we had great, great, great people. We brought various social tribes from all over New York to come and experience the hotel. Now, once you see it because of what Ian had created, those people will talk about it to the right people. Everyone would come and see it. Once they were there, we would make sure that we'd give them the best experience possible through the food and beverage that was by John Fraser. And we bought in House of Yes, House of Yes from Bushwick. So, we tasked House of Yes with creating a theatrical dinner show at the Paradise Club, which blew people's minds because they could not believe that House of Yes was on Broadway kind of thing or in Times Square. And I loved working with them. They've become dear friends of mine. They are possibly some of the most creative, nicest people you could ever work with in entertainment and nightlife. And they created something really special. So We've really worked hard for about a year leading up to the opening because you get one shot at a first impression, especially when you are opening a hotel in Times Square, it's very visible to the world. So it was an exciting, daunting task, but it was great.

Josiah: I'm curious for you: what is the role of theatrics or spectacle in providing hospitality?

Ben: It's an interesting question because we use the word alchemy, and alchemy to me is very different now than it was 20 years ago, 15 years ago, or 10 years ago. Alchemy for me means, yes, creating a spectacle through nightlife, entertainment, and performance is great, but I'm very well aware that the tastemakers of today can only enjoy that if there is also a sense of responsibility that you are positioned well in the community, that you're a good neighbor, that you are environmentally sensitive, that you don't need to bash your guests over the head with the messaging, but it needs to be in alignment because it can't just be the fashion nightlife spectacle anymore. That doesn't cut it. People don't care. If it's just that, people get bored very quickly, they see through it, and then you don't get the right crowd. You get the right crowd if you have a responsible approach.

Josiah: I'm curious in your work now, are you thinking of it in the same sort of way of bringing different groups together, or has that evolved since the opening of that hotel?

Ben: We're living in a very different time. We're living in a post-pandemic world where there is a lot of war and displacement and where there is financial uncertainty. We're living in a very, very different time. It's a very fragile time. So even people who you think are kind of bulletproof, there are a lot of people suffering right now. So you can't go out with too many flashy, sparkly, the optics are not great. I think there needs to be a more thoughtful approach to programming. And that's something that we're paying a lot of attention to now.

Josiah: I'm curious what that might look like. It's interesting that you mentioned many of us are feeling fragile because of all the things going on in our world today. Think about hospitality, it could create this safe place for people. How are you thinking about programming or creating these environments that understand the fragility of the moment?

Ben: I think you have to lean into what people feel good about rather than, or in addition to some escapism. So whether those are talks or theater or comedy or magic or workshops or masterclasses, or just something that's a little more thoughtful than just crazy sparkly nightlife. You know, I think there has to be a more thoughtful approach to programming.

Josiah: I'd love to hear some of your thoughts on sustainability and wellness. Wellness has been such a key theme, and I'm curious how you're thinking about it now.

Ben: It's a very, very important part of hospitality. We have a responsibility. I call it responsible hospitality, so it's this kind of 360 approach. Yes, there needs to be great design, great food and beverage, great nightlife, great events, great media, and a lot of excitement. That is going to be very short-lived if we don't take a responsible approach in the industry, that we must look after our employees. We must look after the community. We must be as environmentally sensitive as possible. We must recalibrate our programming. There is a sense of purpose. And like I said, responsibility that the hotels, the hotel companies need to have now to be competitive. appealing, so I think that we have to be very aware of what's happening in the world now. Again, there are some hotel companies to bash you over the head with their messaging about their environmental achievements, and it drives me crazy it's just something you gotta do.