IS NIGHTLIFE THE SECRET SAUCE FOR SUCCESS?
Welcome to Part Three of our four-part series exploring the ever-evolving relationship between music and hospitality. After examining the past in Part One and the rise of experience-first hotels in Part Two, this edition explores how nightlife impresarios - long masters of atmosphere and cultural energy - successfully transitioned into hospitality, bringing with them an intuition around vibe, community, sound and curation. We also look at the growing number of artists, music brands and labels stepping into the world of hospitality. From hotels owned by legendary record executives, club owners to properties shaped by record labels, we’re seeing the lines between nightlife, music, and hospitality blur like never before.
As always, this installment brings together Giant Step’s perspective and experience with insights from some of the most forward thinking voices in the business. The response to Part 1 & 2 was incredible—thank you. Keep your thoughts coming. This is a conversation we’re building together.
Enjoy
Our Contributors
in Alphabetical Order
Dan Agne
Founder/President of Sound Investment, an audio-visual design company specializing in hospitality and nightlife.
Serge Becker
Creative director/nightlife impresario, known for shaping cultural hotspots like La Esquina, Miss Lilly’s, The Box, Area, and Joe's Pub.
Ally Berkowitz
Vice President, Lifestyle at PURPLE PR
Eduardo Castillo
Co-Founder Habitas / WNDRFL
Pablo Henderson
President + CMO, Spherical, an agency for inspired hospitality experiences.
Michaelangelo L'Acqua
Global Entertainment Director Starwood Hotels and Resorts
Liz Lambert
Partner at Lambert McGuire Design, partner at MML Hospitality, and founder of Bunkhouse Group
Ben Pundole
Founder of the travel platform A Hotel Life, Ben has been VP of Brand Experience at EDITION Hotels and Executive VP at PUBLIC Hotels, as well as for launching the Stay Plastic Free sustainability initiative.
Frank Roberts
Vice President of Brand Experience, EDITION & W Hotels
Mark Ronson
Multi Grammy and Oscar-winning producer, musician and DJ, has worked with artists like Amy Winehouse, Adele, Lady Gaga, Paul McCartney, and Bruno Mars.
Tommy Saleh
Co-Founder, Curated Saga, Cultural Programming Agency; formerly VP GrandLife Hotels.
Ian Schrager
Founder of Ian Schrager Company, is renowned for Studio 54 and pioneering the boutique hotel design with iconic projects like Morgans Hotel Group, the EDITION Hotels and PUBLIC.
Ryan Scott Smith
VP of Brand at MML Hospitality
Stephane Vacher
Global Head of Experience & Environment Curation, The Lifestyle Group, Hyatt
Andrew Wintner
Founder & CEO, Cassette (a sensory branding agency that combines music expertise).
“While it doesn't appear on the surface to be a logical progression,
moving from nightlife into hospitality was quite natural.
Hospitality is the primary goal of both nightclubs and hotels, they both seek to look after people, to make them comfortable and happy. To that extent, they are both very similar and it was a logical progression as far as I am concerned.”
Ian Schrager
Like Schrager, several notable hotel visionaries made the crossover from nightclub impresario to hotel visionary. More than just a career pivot, it’s a natural evolution rooted in a deep, intuitive understanding of human experience.
The likes of Schrager (Studio 54), Sean MacPherson (MK, Area), Alex Calderwood (Tasty Shows in Seattle), Serge Becker (The Box, Joe’s Pub), Ben Pundole (Met Bar), Frank Roberts (Lotus), Justin Strauss and Noah Tepperberg (Tao Group), Dirk Van Stokum (Crobar, Cameo) and Stephane Vacher (Cielo) didn’t just run or work in nightlife venues; they excelled in crafting cultural moments. In doing so, they developed skillsets that proved invaluable in hospitality - the ability to curate an audience, take risks, design immersive and intuitive environments, and align with the pulse of art, fashion, and music.
Their success in hospitality stemmed from taking risks and betting on the importance of culture and design-forward environments, and ultimately “operationalizing” the business of atmosphere.
Schrager’s transformation from Studio 54 to the boutique hotel pioneer behind the Morgans Hotel Group, PUBLIC and EDITION redefined what hotels could be - destinations where experience eclipsed function. Similarly, Calderwood's Ace Hotel tapped into subcultural cool and local authenticity, bringing a community-led ethos to the industry, long before “experiential travel” became a buzzword. Sean MacPherson's Bowery Hotel and Chelsea Hotel reinterpret old-world glamour with a downtown edge, creating spaces that feel like well-kept secrets shared among insiders.
A lot of my favorite club promoters and nightclub managers went into hotels.
Mark Ronson
These figures excel in what traditional hoteliers often overlook: audience curation. Nightclubs and nightlife require a ”sixth sense” and intuition for social alchemy — knowing not just who to let in, but how to make a room feel like the place to be. Becker’s The Box, Joe’s Pub and La Esquina, and Roberts’ work bridging music and hospitality scenes, demonstrate how audience curation produces hotels that thrum with energy and meaning. Vacher similarly blurred the lines between culture and commerce, creating environments where art, music, and fashion became part of The Standard’s DNA.
These former nightlife impresarios bring a cultural operating system to the hospitality industry,
prioritizing mood over amenity, community over occupancy, and narrative over uniformity.
In a market saturated with cookie cutter luxury, the emotional resonance and magnetic crowds drawn by these operators set them apart from the corporate executives lacking in similar experience, who ultimately struggle to drive culture for hospitality brands.
Music brands and artists' ventures in hospitality
Blackwell didn’t just attach his name - he embedded the entire ethos of Island Records into the guest experience:
tropical minimalism, a rich musical history, and creative sanctuary.
Jon Baker (Gee Street Records) co-founded Geejam Hotel in Port Antonio, Jamaica blending luxury hospitality with a working recording studio—attracting artists like Drake, Florence + The Machine, and Diplo.
At the modern end of the spectrum, Kygo’s Palm Tree Crew dipped into lifestyle and hospitality branding, hosting music-centric destination events and retreats. Meanwhile, Ben Lovett (of Mumford & Sons) co-founded TVG Hospitality, which operates venues like London’s Omeara and Lafayette. TVG’s venues blend live performances with curated F&B. Their success stems from being led by musicians who understand both the art and the audience, not just the marketing.
These spaces aren’t tributes to music — they’re active participants in it.
We know the value of aligning with music to create a distinctive identity, attract a loyal audience, and deepen guest engagement. However, execution determines success.
Take Universal Music Group (the world’s largest record label) and their recently launched UMusic Hotel in Spain. While the Universal name carries industry weight, it lacks the emotional resonance or multigenerational loyalty of brands like Disney. Does a “UMG” themed hotel truly inspire excitement amongst travellers, or is it simply trading on corporate cachet without soul?
The danger lies in substituting a playlist for a pulse - music branding without real music culture.
A more compelling strategy for a brand like UMG could involve leveraging their storied sub-labels—Blue Note, Verve, or even Def Jam—to build spaces that don't just play music but live it. Imagine a Blue Note-branded jazz bar with nightly live sets from artists, or a Def Jam-themed suite filled with curated vinyl and hip hop memorabilia. These heritage-rich imprints evoke a sense of legacy and intimacy that the corporation UMG branding simply can’t replicate in name alone.
A major value proposition that Universal sells to the public and their partners is their access to major talent. However, it remains to be seen if UMG’s marquee artists would stay, perform, or host activations at these properties.
Without that authentic artist engagement,
the hotel is merely a themed shell.
Authenticity Over Aesthetics
Corporate-led ventures often mistake design for depth and mastery. UMG’s hotel earned praise for its aesthetic and service, but questions remain: does it amplify music culture, or merely decorate with it? Guests can’t be fooled by Spotify playlists and framed album covers—immersive means interactive, surprising, and rooted in real artistry.
A lobby DJ set isn't enough;
there must be unexpected collaborations, live creation, artist residencies, and spaces where music happens, not just plays.
Ultimately, success in this space requires more than licensing deals and glossy interiors. Music is not a static branding tool - it’s an evolving, emotional experience. For hospitality ventures to succeed, they must be curated with the same care as a great album - with narrative, intention, and soul. When hotels treat music not just as décor but as a living part of the guest journey, they don’t just attract fans - they create them.
Download our Key Take Aways from Part III
Citations
Part 3
From nightlife to hotels:
Giant Step interview with Mark Ronson, March, 2025
Forbes. (2024). Inside the Rise of the Fashion x Luxury Hotels Relationship. https://www.forbes.com/sites/angelinavillaclarke/2024/03/27/inside-the-rise-of-the-fashion-x-luxury-hotels-relationship/
New York Magazine. (n.d.). Downtown Manhattan’s Golden Era. https://nymag.com/nymetro/news/culture/features/2161/
Rolling Stone. (n.d.). Studio 54: 10 Wild Stories. https://www.rollingstone.com/feature/studio-54-10-wild-stories-from-clubs-debauched-heyday-198626/The New York Times. (2013). Alex Calderwood, Creator of Ace Hotel, Dies at 47. https://www.nytimes.com/2013/11/17/nyregion/alex-calderwood-creator-and-face-of-the-unconventional-ace-hotel-chain-dies-at-47.html
Fast Company. (n.d.). Alexander Calderwood Never Stop. https://www.fastcompany.com/3031200/alexander-calderwood-never-stop
The Cut. (n.d.). How Anna Delvey Tricked New York. https://www.thecut.com/article/how-anna-delvey-tricked-new-york.html
Hypebeast. (2025). Commune 888 Nashville Vinyl Bar & Lounge. https://hypebeast.com/2025/2/commune-888-nashville-vinyl-bar-lounge-info
Ace Hotel. (n.d.). Vinyl Nights with Misbehaviour. https://acehotel.com/brooklyn/going-on/vinyl-nights-with-misbehaviour/
The Standard Hotels. (n.d.). The Standard Soundtrack. https://www.standardhotels.com/culture/the-standard-soundtrack
Fifty Grande. (n.d.). Oral History of The Standard Hollywood’s Heyday. https://www.fiftygrande.com/an-oral-history-of-the-standard-hollywoods-heyday/
Soho Grand Hotel. (n.d.). Dining. https://www.sohogrand.com/dining
Vice. (n.d.). Downtown Manhattan’s Golden Era for Nightlife.https://www.vice.com/en/article/downtown-manhattan-in-the-1970s-was-new-yorks-golden-era-for-nightlife/