THE INTERVIEW : MICHAEL GROSS
Isola Trattoria & Crudo Bar at Mondrian SoHo
selling assets , we have strengthened our balance sheet and created capital availability to be more aggressive with deals .
But ultimately , a lot of development partners view us as something more unique and different , and when they think about wanting to get into the lifestyle space there is something more appealing about what we represent , which is something more organic . That is one of our biggest strengths .
H : As a small company , are you concerned about spreading yourself too thin globally ?
MG : That is a great point and speaks to the quality and depth of the team you bring in . We have had a base in London with two assets for over 10 years , and expanding that footprint into Europe and the Mideast presents challenges . But our goal is to cluster in those markets and create regional managers . It is challenging , but what we focus most on is where our customer wants to be . We believe creating a platform and portfolio where they are traveling will only strengthen the brands .
H : Are you concerned about New York City developing too many hotels ?
MG : I have lived here 15 years , and long term it is hard not to be bullish , despite all the development . As a global tourist market , New York City is only going to grow . We have our eye on supply and hope it moderates a bit , but we believe that despite a lot of rooms coming online , it is a market that can digest it and will continue to grow .
A LOT OF DEVELOPMENT PARTNERS VIEW US AS SOMETHING MORE UNIQUE AND DIFFERENT , AND WHEN THEY THINK ABOUT WANTING TO GET INTO THE LIFESTYLE SPACE THERE IS SOMETHING MORE APPEALING ABOUT WHAT WE REPRESENT , WHICH IS SOMETHING MORE ORGANIC . THAT IS ONE OF OUR BIGGEST STRENGTHS .”
H : How do you continue to differentiate your brands in what is becoming a crowded lifestyle space ?
MG : Now it is about staying ahead of the curve . We have been very active with all of our properties , reevaluating how to keep them relevant and current . We just made significant investment on the F & B side by buying out our key partner , China Grill Management , to take more control over that aspect , which is so critical to the experience . We continue to focus on our ability to create experiences that are not passing fads but more timeless , and a lot of our properties represent that .
H : Where are you taking Morgans from a design standpoint ?
MG : When I talk to guests , the feedback , especially when it comes to rooms , is that they want more warmth and comfort — an extension of their bedroom — and we are moving toward that . It is also important to capture the local feel , and that is something we are committed to . We are softening up a bit while still remaining cutting-edge , and doing it in a manner where our guests still want to come while bringing the community together .
H : What is your F & B philosophy , and
58 HOTELS October 2012 www . hotelsmag . com