GROUNDBREAKER
and enjoy produce from organic sources as well as learn how to build their bento box of the day .
“ This is more about investing in Cyril and his unbelievable assessment of people ,” says Mob Hotel investor Glyn Aeppel , founder of Southport , Connecticut-based Glencove Capital and a former partner at Standard Hotels . “ It ’ s sort of Marxist , and ‘ of the people ’ brand . He wants to serve the rich and poor , black and white , and the community of interesting people coming together in a forum , and the forum is the hotel , a vibrant and exciting environment .”
Aouizerate says it took five years and hundreds of written pages about the philosophy of true hospitality to try to “ smell ” what is going on in the world . “ I had to try to understand about product , but not only for young people but others who want to have a different experience ,” he explains . “ It takes time , but it is the only way to create something that is not like a concept . People call me and ask me to explain the concept . This is a word of the ' 80s . Now you can ’ t create a concept because people know it is a marketing solution . When you want to create a movement it is because you smell something and you want to be a part of it .”
Aouizerate ' s other inspirations came from his childhood and experiences he had in Brooklyn , New York , staring in his 20s . Growing up the son of a Jewish worker with Algerian roots , a typographer in the south of France , Aouizerate recalls fond memories of family gatherings , where space was very tight but song , drink and happiness abounded . “ This vision of how we can be immensely happy is a real support for me to share that with others ,” he says .
Later , in his 20s , Aouizerate had the opportunity to travel to Brooklyn , where he says the idea for “ the movement ” was born . “ It was 1986 and you couldn ’ t get a cab from Brooklyn to Manhattan ,” he recalls . “ At this same time , the reality of the community emerged there to support schools , give access to books to learn about culture . It was so impressive to feel a sense of responsibility to create more within this community . It was the most important example to learn there .”
GAME PLAN With financial backing from hotel owner and friend Michel Reybier of La Reserve in Switzerland and France ; designer Philippe Starck ; Steve Case , founder of AOL and Revolution LLC ; and Aeppel , Aouizerate says the plan is to develop and manage eight hotels over five years in Europe and the United States . The first just opened in Paris by the Le Puces flea market and the second , in Lyon , France , is scheduled for May .
Hotels in the U . S . are under development in Pittsburgh ’ s Strip District ( 120 rooms in 2018 ), Washington , D . C .’ s Union Market ( 150 rooms in 2019 ) and Los Angeles ’ Chinatown ( 150 rooms in 2020 ). Another deal in Rome is pending .
The group does not yet have a location in New York City because the land is so expensive , including all the boroughs . “ I say stop , don ’ t be stupid , forget an obsession for New York ,” Aouizerate says . “ Let ’ s go to Washington , D . C ., where the market is hot but not priced like New York ." In D . C ., costs are US $ 180,000 to US $ 200,000 per key and rate will be US $ 150 to US $ 200 .
An investment cost per key that includes land , construction , design , etc ., is € 140,000 ( US $ 148,000 ) per key at the first hotel in Paris . “ The only way to provide security is with projected occupancies and rates . Again , in Paris , we have small rooms from € 99 to € 180 ( US $ 105-US $ 191 ) for bigger rooms with the average at € 130 ( US $ 138 ),” Aouizerate adds .
The investors plan to hold the original eight and thereafter , Aouizerate says , consider partners to spread “ the movement ” if they fit the philosophical beliefs of the founders , which is about creating ethical cooperatives conducive to the
“ FOR ME TO HAVE A HOTEL IT IS MORE SOMETHING OF A RESPONSIBILITY INSTEAD OF JUST HAVING A COMPANY . I FEEL MORE LIKE I HAVE A MISSION ."
— CYRIL AOUIZERATE
28 hotelsmag . com April 2017