PERSONALITIES
H : Have you been refinancing or sourcing debt ?
BW : All the hotels have been sourcing either additional equity or additional debt , or restructuring debts because that ’ s essential for the next phase of this really . The banks have been incredibly understanding , and really kind of working toward solutions . Hopefully as we come out the other end , people can ride that back up …
There ’ s both debt and equity out there if you have good projects . We ’ ve found it harder to buy distressed product . We ’ ve had a few back and forths , but nothing ’ s selling at any kind of discount .
H : What has surprised you through the pandemic ?
BW : On the bad side , it did surprise me how many people we ’ d get into our hotels and restaurants that didn ’ t want to wear their masks or PPEs , and really inflict that on the team members . That has been one of my biggest disappointments . You ’ d like to think that we can all pull together for each other … On the other side , the energy and dedication of the teams has been really amazing .
H : How do you find happiness now ?
BW : Instinctively , I tend to be kind of happy . So , I ’ m good . Happiness also comes a lot from the passion of some of the team members like our F & B director in LA . During the middle of COVID she was constantly working new ideas and expanding and seeing how to make what we can do the best … We ’ ve actually developed a little internal business called Lovage , which is our café and delivery business rolled out in the Chicago hotel . It ’ s been really successful as a walk-in coffee shop with delivery , and it also covers guest rooms and room service …
Tragedy does bring people together , and actually it helps us find new solutions . And I think it stokes creativity because you really have to think of better and different solutions . You can ’ t just go back to what you were doing .
H : How are you drawing on previous experiences to serve you at the moment ?
BW : I was in Los Angeles for the Rodney King riots , and for the Northridge earthquake . I was in New York for September 11th . I definitely think prior experience has given me an ability to stay focused and balanced in crisis , to plan on really positive moves , and how to use those things to structure and build . That has certainly been something through this whole thing that I ’ ve been going back to – how to center and stay calm , and focus on what the right paths are .
H : What innovations need to take place so that the industry can come back stronger ?
BW : One of the most important things that will come out will be a guest expectation of their comfort and safety that will be very strongly reinforced . I am a big believer that travel will come back and will come back relatively quickly . But I think a lot of people think that travel has changed significantly . I actually think we ’ re going to be faced with almost pent up demand …
If nothing else , COVID has taught people that you can work from home , you can have a much more portable lifestyle . Because of that , a lot of people forecast less travel . To me , I actually forecast an interesting twist on perhaps less corporate travel , but perhaps more leisure / work travel …
We ’ re looking at things like cube offices in our more resort spaces where you could sit by the pool and then run in to something that looks like a very business-like backdrop while you have your quick conferences , and then get back out to your leisure activities . Balance that kind of work and still be able to live . I think a lot of us did realize that you can do all of that today …
We also have an extended-stay program that has been hugely successful , with 14 days or longer stays . We ’ ve done office con-
OUR FOUNDER , ALEX , WOULD SAY , ‘ IT ’ S GOING TO BE DIFFERENT , BUT IT ’ S GOING TO BE GREAT .’ AND THAT ’ S ALL WE HAVE TO REALLY FOCUS ON , AND JUST FIND OUR PATH THERE .
BRAD WILSON
48 hotelsmag . com May / June 2021