Elevating Hospitality Through Light, Sound, and Space - John Grossman - CEO of Grossman Company Properties
In his second appearance on Masters of Moments, John Grossman joins Jake Wurzak for a deep dive into the philosophy behind his company’s approach to design, operations, and long-term ownership in hospitality.
John discusses why “not fighting the building” remains a guiding principle for every renovation, how his team balances creativity with practicality, and the mindset that drives their additive development strategy. The conversation explores the Arizona Grand Resort renovation, the rebranding of Laguna’s Casa Loma Beach Hotel, and how music, lighting, and landscaping are used to create emotionally resonant guest experiences.
They discuss:
The “Hippocratic Oath” of design and how to avoid overbuilding
Lessons from large-scale repositioning projects like Arizona Grand
Creating timeless design through restraint, light, and color
How thoughtful landscaping and lighting can redefine a property’s atmosphere
Integrating music and art as central elements of hospitality design
Links:
Grossman Company Properties - https://www.grossmancompany.com/
Connect & Invest with Jake:
Follow Jake on X: https://x.com/JWurzak
1 on 1 coaching with Jake: https://www.jakewurzak.com/coaching
Learn How to Invest with DoveHill: https://bit.ly/3yg8Pwo
Topics:
(00:00:00) - Intro
(00:01:01) - The Hippocratic oath of physical space
(00:03:38) - Investing in existing assets vs. pure development
(00:05:49) - Arizona Grand Resort renovation
(00:09:52) - Balancing cost and design in hotel renovations
(00:26:43) - The importance of landscaping and exterior experiences
(00:37:09) - Changes in hospitality industry
(00:42:58) - Challenges in the current market
(00:44:47) - Inspiration from Consortium Holdings
(00:55:07) - Repositioning iconic hotels
(01:13:51) - Innovative music programming
(01:19:42) - Closing thoughts and recommendations
In this episode of Masters of Moments, host Jake Wurzak sits down with his colleague and DoveHill’s Chief Investment Officer, Charles Paloux, to discuss their firm’s recent acquisition of the White Barn Inn in Kennebunkport, Maine. Jake and Charles take listeners behind the scenes of the deal, from the story of how it came together to the strategy behind investing in luxury experiential hotels. They also share how the property’s unique history, location, and design make it one of the most compelling additions to the DoveHill portfolio.
They discuss:
Charles’s career journey from France to leading hotel investments in the U.S.
The strategy behind DoveHill’s Opportunity Fund II and focus on experiential assets
Why Kennebunkport and the White Barn Inn represent enduring hospitality value
Key elements of the property’s success, from its iconic restaurant to the innovative houseboat suites
How thoughtful capital improvements and community engagement can enhance both guest experience and investment returns
Connect & Invest with Jake:
Follow Jake on X: https://x.com/JWurzak
1 on 1 coaching with Jake: https://www.jakewurzak.com/coaching
Learn How to Invest with DoveHill: https://bit.ly/3yg8Pwo
Topics:
(00:00:00) - Intro
(00:02:16) - Charles' journey in the hospitality industry
(00:14:04) - The White Barn Inn acquisition
(00:18:14) - Operational excellence and future plans
(00:35:25) - Revenue potential
(00:42:43) - Sourcing capital and investor strategy
(00:46:47) - Guest room enhancements and CapEx
(00:49:40) - Spa and guest experience improvements
(00:54:47) - Future investments and market strategy
(01:01:22) - Staff happiness and CapEx projects
(01:03:31) - Conclusion and contact information
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The Culinary Brilliance Behind Hilton & Wolfgang Puck - Adam Crocini, SVP of Global Design, Wellness, and Food & Beverage @ Hilton
In this episode of Masters of Moments, Jake Wurzak sits down with hospitality leader Adam Crocini for a deep dive into the intersection of food, beverage, and hotel design. Adam shares his journey from working as a teenage barback in Connecticut to shaping global hospitality experiences with iconic brands like Wolfgang Puck, Capella Hotels, and Hilton. Together, they explore how restaurant culture defines hotel success, the role of thoughtful design in guest experience, and why details, from lighting to linen color, can transform an entire property.
They discuss:
• The early influences that sparked Adam’s passion for hospitality
• Lessons learned from building and leading world-class restaurants and hotel programs
• How food and beverage can be the defining feature of a hotel brand
• The importance of design diversity and collaboration between hotel and restaurant designers
• Global labor and service culture differences shaping the future of hospitality
Topics:
(00:00:00) - Intro
(00:01:03) - Adam’s career and background
(00:05:57) - Challenges and failures in the restaurant business
(00:09:26) - The role of landlords and location in restaurant success
(00:12:19) - The impact of food and beverage on hotel differentiation
(00:14:53) - The evolution of hotel food and beverage
(00:20:02) - Designing successful hotel restaurants
(00:36:00) - Balancing independent and hotel restaurant operations
(00:42:39) - Reflecting on past experiences
(00:43:30) - Challenges and strategies in hospitality
(00:48:03) - Global perspectives on service culture
(00:50:09) - The evolution of Singapore's hospitality industry
(00:53:49) - Labor challenges in the U.S. hospitality sector
(01:02:00) - Transitioning to hotel management
(01:10:23) - The importance of details in luxury hotels
(01:15:55) - Future opportunities in hospitality
(01:25:39) - Favorite hotels and closing thoughts
Links:
Adam on LinkedIn - https://www.linkedin.com/in/adam-crocini/
Connect & Invest with Jake:
Follow Jake on X: https://x.com/JWurzak
1 on 1 coaching with Jake: https://www.jakewurzak.com/coaching
Learn How to Invest with DoveHill: https://bit.ly/3yg8Pwo
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Building the Boutique for the Outdoors - Ben Weinberg - Co-Founder & Co-CEO at Trailborn
In this episode, Jake Wurzak sits down with Ben Weinberg to discuss the intersection of entrepreneurship, hospitality, and real estate. Ben shares his journey from investment banking into building Trailborn, a brand focused on transforming three-star properties into four-star experiences in iconic outdoor destinations.
The conversation covers the strategy behind unlevered value creation, the complexities of scaling hospitality businesses, and the importance of design, culture, and people in creating memorable guest experiences. Ben also reflects on raising institutional capital, balancing investment returns with brand-building, and the lessons learned from operating across multiple properties.
They discuss:
How Ben transitioned from finance to hospitality entrepreneurship
The evolution of unlevered value creation in today’s higher interest rate environment
Trailborn’s approach to converting underperforming assets into distinctive four-star experiences
The importance of design, unified branding, and thoughtful guest touchpoints
Building a scalable team, culture, and reporting structure to drive growth
Links:
Ben on LinkedIn -https://www.linkedin.com/in/ben-weinberg-29644156/
Trailborn - https://www.trailborn.com/
Connect & Invest with Jake:
Follow Jake on X: https://x.com/JWurzak
1 on 1 coaching with Jake: https://www.jakewurzak.com/coaching
Learn How to Invest with DoveHill: https://bit.ly/3yg8Pwo
Topics:
(00:00:00) - Intro
(00:01:00) - Ben’s background and career
(00:03:25) - How unlevered value creation has changed
(00:05:48) - Learning the operating chops
(00:08:33) - Making the transition into entrepreneurship and hospitality
(00:15:02) - The Trailborn strategy
(00:24:13) - Site selection criteria + conversion example
(00:33:29) - Design theory and vertical integration
(00:37:22) - Learning timing and budgets the hard way
(00:39:34) - Keeping a pulse on the business
(00:44:37) - Staffing strategies
(00:48:03) - The power of thoughtfulness
(00:53:40) - Balancing investment returns and building an incredible brand
(00:56:32) - Raising capital
(01:03:00) - Investing in people
(01:12:41) - What is your favorite hotel?
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Building a REIT in Hospitality - Jay Shah - Executive Chairman of Hersha Hotels & Resorts
Hersha Hospitality Trust (NYSE: HT) is a self-advised real estate investment trust in the hospitality sector, which owns and operates luxury and lifestyle hotels in urban gateway and regional resort markets. The Company’s 25 hotels totaling 3,811 rooms are located in New York, Washington, DC, Boston, Philadelphia, South Florida, and California.
Jay is involved in all areas of the business with a particular emphasis on strategic relationships, capital transactions, asset management, and acquisitions.
On this episode, Jake and Jay discuss:
The story of building Hersha into a publicly-traded powerhouse
Pros & cons of a REIT and starting one in the Hospitality sector
How to think about the market
Missed opportunities and biggest wins
Connect & Invest with Jake:
Follow Jake on X: https://x.com/JWurzak
1 on 1 coaching with Jake: https://www.jakewurzak.com/coaching
Learn How to Invest with DoveHill: https://bit.ly/3yg8Pwo
Links:
Hersha Hospitality Trust
Jay on LinkedIn
The 4 Seasons Boston
Timestamps:
(00:00:00) - Intro
(00:02:39) Jay & Jake’s relationship and Jay’s first hotel in NYC
(00:09:30) Opening a hotel amidst the chaos of 9/11
(00:11:25) Was NYC a way to legitimize your business?
(00:31:33) What struggles are there in operating a REIT?
(00:40:33) How would you advise a Hospitality company before they form a REIT?
(00:43:34) Why did you transition into full-service and lifestyle operations?
(00:50:22) What do you think about as an owner and non-operator that you can influence?
(00:53:10) What do you look for when you visit your own hotels, competitors, or one you might acquire?
(00:57:14) What are your thoughts on spending Capex on renovations where you don’t see more upside?
(01:00:01) What have you found the best ways to structure F&B deals?
(01:06:25) How will you be investing in the future given the shifts from covid?
(01:09:53) What’s the most common ways people get smoked in the Hotel business?
(01:11:19)Jay’s growth mindset
(01:15:25) Growing a Management Company
(01:18:24) What makes a really good partner?
(01:21:28) What’s a market you’re interested in?
(01:22:49) What is your favorite hotel?
This Episode originally aired on May 31st, 2023
Masters of Moments involves conversations with top entrepreneurs and business leaders about hospitality, Real Estate investing, and company building. We explore the ideas, strategies, and approaches that brought them to where they are today. This podcast is for you if you are a seasoned investor, an upstart entrepreneur, or someone looking to break into the real estate and hospitality investing world. Jake Wurzak is the CEO of DoveHill Capital Management and Wurzak Hotel Group, a leading vertically integrated hospitality investment platform. Since 2011, he’s led the investment of $1.5 billion in hotel assets throughout the country. Follow Jake on Twitter: https://twitter.com/JWurzak Take the Hospitality Real Estate Investing Masterclass: https://learn.jakewurzak.com/ Subscribe to the show on YouTube: https://www.youtube.com/channel/UCzvzdJASDiEXhV9VhkaEoWA Learn How to Invest with DoveHill: https://dovehillcos.junipersquare.com/portal/view_lead_capture_form/MzhmOGE4MTUwMjZhNDZkNmU1MGE0NmYwOTdhZjk2MzAxYzE0MjIzMGdBV1ZEUUFBQUFBQUFBQW9UVzhJVFdzTlRrNkpkSlF1 DoveHill: www.dovehillcos.com
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