“Being in a business where you eat and drink with your friends is not a bad way to go in your profession.”

Choice Hospitality Group is more than a restaurant and hospitality management company, they are a an innovative team of successful and highly experienced and nationally recognized industry leaders, restaurateurs and nightlife impresarios.

As a full-service hospitality development and management firm, they specialize in creating and developing vibrant design-oriented, high-concept venues along with all aspects of day-to-day restaurant, bar, lounge, nightclub and hospitality management.

MO:
Can you tell us about some of the unique services offered by Choice Hospitality Group?

Alan:
As a full-service hospitality and management firm, Choice Hospitality Group is unique because we specialize in creating and developing vibrant, design-oriented, high-concept venues along with all aspects of day-to-day restaurant, bar, lounge, nightclub, and hospitality management. As a full-service firm, our services range from conceptualization and planning, design, build-out, operations, financial management, human resources, marketing, promotions, and public relations. We are known for being an innovator, and creating new concepts for the hospitality industry. We are capable of planning designing and building new outlets including ‘hands on’ project management of the build out.

Restaurant management services. We are not just operators but equally effective in generating increased sales through unique marketing, branding and promotional technique that differ from property to property. We have established great relationship with vendors so that we can bring economies of scale to all companies we work with.

Given our strategic partnership with Starwood Hotels & Resorts, we have creative resources to provide experiences and amenities that an ordinary restaurant company simply could not offer. For example, three years ago, together with the W Los Angeles, we created CHILL, an eco-friendly skating rink next to our Backyard restaurant. This instantly become one of the hottest spots for corporate holiday parties and year-end celebrations. This year, we will be offering another innovation – “Hannukah on Ice”. Additionally, we have developed strategic alliances with many of the hottest nightlife venues across town. We are able to offer our customers the best of both world if they are looking to dine a top restaurant and then a night on the town at a leading trendsetting club.

Creative concept development, we are extremely innovative, operation , marketing and promotions, branding, systems, we are very nimble and able to make decision quickly in an ever changing economy. We have worked hand in hand with Corporate , Public and first time operators and have a nature within our company that we know how do work hand in hand with the different cultures. and. we created a season wintery menu and seasonally inspired cocktail that instantly became the hottest spot for corporate events that has evolve in to events such as ‘Hanukkah on ice”. Due to our Creative pop up events together with the W Los Angeles,

MO:
How did you first get involved with Choice Hospitality Group and what drew you to this type of business?

Alan:
I established Choice Hospitality Group to be a one-stop shop for the hospitality industry that could effectively and affordably provide comprehensive management services that a successful restaurant, hotel, or nightlife venue would require. This includes all the creative development, branding, marketing, as well as the day-to-day operations, HR, and financial management. Prior to launching Choice, I had already established several successful stand-alone restaurants, bars, and nightlife venues. I wanted a single management entity that could foster their success.

I was drawn into the hospitality industry while an undergraduate at USC in the Entrepreneurship Program. I was interning at Bear Sterns during the day and needed a job at night that would help me earn money for my tuition. The idea of going out at night and eating and drinking with friends was very appealing to me. I began as a promoter, working at some of the top nightclubs and lounges in L.A. Soon, I was hired as Director of Marketing for the hottest new nightclub in Hollywood that launched the nightlife revolution in L.A. It wasn’t long before I wanted to own my own place. My first venture that I owned was high-end sushi restaurant and lounge. Owning your own place forces you learn all aspects of the industry first hand.
I entered the industry owning and operating all my own venues which taught me and my group all aspects of the industry first hand and creating a lifestyle experience.

As a comprehensive hospitality company, Choice is able to directly add value to other companies that are looking for a management company that can execute and deliver on all aspects of the business that is ever changing. We save our clients and partners many headaches and unnecessary expenses, and can help them procure goods and services at an affordable price through our overall skills and relationships. We have always felt that our ideas of forward looking concepts and hospitality trends are significant assets to other hotels and hospitality related companies and are able to effectively bring to market while creating a fun and enjoyable culture for employees and guests alike. could focus on what we do best which is all aspect of the hospitality business and

MO:
You are based in Los Angeles and Hollywood, do you plan to expand to other cities in California or in other states?

Alan:
We are open to all opportunities and when the right situation presents itself, we are very willing to expand beyond L.A. We have had expansion plans over the years, but lost a few projects when the banking industry got hit in 2008. We most definitely are looking to expand to other cities in the U.S. We feel that New York, Las Vegas and San Diego are places that we have great relationships and an understanding of the particular markets, but will look at other opportunities if it is a right fit and we believe in the partnership. We have been building up our infrastructure and partnerships to allow for growth in other states allowing us to be set up for success.

MO:
Can you tell us about some of the bars and lounges that you manage?

Alan:
NINETHIRTY at the W Los Angeles – Westwood features the culinary artistry of nationally known executive chef Dakota Weiss with a critically acclaimed menu of new California cuisine, a striking design by Yabu Pushelberg, and twice has been honored as a “Top 50 Restaurant in L.A.” by Angeleno magazine. The Backyard at the W is a spectacular poolside and garden restaurant with an alluring small-plates menu and craft cocktails, featuring an iconic design by Thom Felicia. This hidden oasis is known as the “best alfresco dining in L.A.” Playhouse Hollywood is a high-energy Las Vegas-style nightclub, featuring internationally renowned DJs, aerial performance artists, and is rated the “#4 Nightclub in the World” by Reuters International. Vanguard Hollywood is one of the largest and most popular nightclubs in L.A., featuring top electronic music and offering the ultimate dance club experience. Lexington Social House brings to Hollywood a new concept of restaurant-lounge-nightclub known as a “Social House” with a stunning design by Thomas Schoos.

MO:
What is your favorite thing about being in the business of hospitality?

Alan:
Being in a business where you eat and drink with your friends is not a bad way to go in your profession. L.A. is a very exciting and demanding market, and I like a challenge. Being in the Movie Capital of the World you are indirectly competing with other forms of entertainment. It is rewarding to create a place that appeals to all aspects of the senses – with outstanding food, wine, cocktails, music, design, ambiance, and warm service that leaves a guest with a smile on their face and a desire to return.

MO:
What is one piece of advice you would offer to those just beginning a hospitality business?

Alan:
Be generous with your success. Show your appreciation to your managers and employees. Share the wealth. Empower the people you hire. Create performance based incentives for the entire family. You are only as good as your key employees. If they are happy you are happy. Don’t rush to hire, you need to do your due diligence when building your team. Hire team members who are empowered and who take ownership of their job.