When Ian Schrager thinks about creating a abundant hotel, he thinks about Walt Disney.
“When Disney started accomplishing activated films, that action was accessible to everybody else,” he said. “There were added activated films out there. But he put it calm in a way that resonated with people, so that my kids today can watch an activated affection that was done 70, 80 years ago, and still acknowledge to it. Appealing amazing.
“Now, I’m not comparing myself to Disney,” he continued. “I’m aloof saying, that’s the ideal. That’s what I’m aggravating to do.”
It’s adventurous talk. But there are few hoteliers able of abetment it up like Schraeger, a New York accommodation fable who co-founded ’70s affair paradise Studio 54 and was a key amount in the actualization of the bazaar auberge industry in the ‘80s.
His Marriott-partnered flush auberge brand, Edition, has 11 locations common and eight added on the way. One of those — the fifth in North America — will sit in burghal Tampa, a best jewel in the $3.5 billion Baptize Street Tampa development.
The 26-story Tampa Edition will affection 172 apartment and 37 clandestine residences starting at $2 actor apiece. Architecture topped out in February.
Schrager’s hotels accept faced setbacks during the pandemic. He had to accomplishment a new Tokyo auberge via Zoom. His Times Square acreage has been bankrupt for months; he expects it to reopen in June. Alike the Tampa Edition has delayed its aperture from backward 2021 to aboriginal 2022.
But Schrager is committed to seeing it through, and affairs to appear to Tampa to baby-sit the final weeks of construction.
“In any Edition hotel, there isn’t an inch, a stitch, an ashtray, a pencil, a annual that I’m not complex in,” he said. “If the account at the auberge isn’t good, if it doesn’t attending magical, I booty it as a claimed absorption on me.”
Over a video babble from his abode in Southampton, N.Y., Schrager talked about his eyes for the Tampa Edition, Studio 54′s appulse and more. The chat has been edited for breadth and clarity.
Let’s be honest: Tampa is not New York, it’s not Dubai, it’s not Miami. How does Tampa alike access your worldview as a abode to put an Edition hotel, and why does it accomplish faculty to you?
This is Tampa’s time appropriate now. It’s in one of the fastest-growing states, if not the fastest-growing state, in the country. I’m consistently abutting the dots. Tampa is absolutely set to be the aperture for all of Southern Florida. It’s a actual actual agitative burghal that’s now assuredly advancing into its own. The actuality that you won the Super Bowl is allotment of that.
Could you accept pictured Tom Brady at Studio 54 aback in the day?
Definitely. And his wife.
Did you accept a lot of athletes at Studio 54?
Everybody anesthetized through there. If they were a visiting team, they came. We had Muhammad Ali there a few times. If anybody came to New York, they fabricated a stop at Studio. That’s aloof the way it was.
What did you apprehend from the Baptize Street aggregation that fabricated you anticipate an Edition would assignment in burghal Tampa?
What they’re accomplishing bottomward there in Tampa, they’re accomplishing in two added places in the country. It started out in L.A. with Phil Anschutz, who did a great, analytical accumulation of properties, which has jump-started burghal L.A. Another transformational activity is in Detroit, actuality done by Dan Gilbert. Those projects that absolutely transform a burghal because of their abundant scale. They’re about like accessible works. I anticipate it’s activity to serve as a arrangement for abating and accretion cities all over the country. And a guy like me doesn’t generally accept the befalling to assignment on article like this. So it’s a absolute thrill.
In your mind, what’s the aberration amid a four-star and a best hotel?
I don’t accept in those things, those affectionate of categories. It’s not about how abounding baptize coolers you accept in the hallway, or if you accept the finest cartilage ceramics for the coffee, or if you accept white gloves on. Those are, I feel, aged criteria. The aberration amid a abundant auberge and a acceptable auberge is the service. Back I got started, the account wasn’t that important, because every auberge was generic. I was advancing out with article innovative, and I relied on the innovation. Well, the addition isn’t abundant anymore. It can’t cut it. You accept to accept abundant service.
How has the communicable afflicted the development of this project?
It could beggarly the ramp-up is a bit slower than anticipated. But I don’t absolutely accept in archetype shifts. I don’t absolutely accept things are activity to change. Meeting contiguous is allotment of the animal condition. So I anticipate it’s activity to go aback aloof the way it was before. Maybe alike more, because bodies are activity to go mad already these lockdowns stop. They’re activity to absolutely appetite to get out there. It could access up a little bit added slowly. But a abiding shift? I aloof don’t buy it.
Did your assignment in the bazaar auberge area not represent a archetype about-face for the accommodation industry? Or to go aback alike further, Studio 54 — wasn’t that a culture-changing moment in time?
Do I anticipate my aboriginal bazaar auberge afflicted the industry? Yes. Did it fundamentally change us as bodies and the way we live? No, it aloof gave us a new product. With Studio 54, that was absolutely aloof the culmination. We had gone from affluent bodies actuality celebrities to athletes actuality celebrities to bedrock stars actuality celebrities to artists actuality celebrities. That was about the time back assortment was advancing into its own, and the burnable activity that gets created back you put a lot of assorted bodies in one room. Studio capitalized on that. But a archetype shift? No.
You’re alive with Marriott, one of the better companies in the world. And you’re alive with a appealing able developer in Strategic Acreage Partners. Back the Tampa Edition opens, how carefully will it represent your eyes for what it should be?
A hundred percent. We accept acceptable owners, and they’ve been actual supportive. They’re advancing to Marriott and I because they appetite what we do. Not everybody’s like that. I had to accomplish adjustments to some of the things they wanted, which I anticipation was reasonable, and of advance I accept to accede with the account and the schedule. But I wouldn’t accessible a acreage unless it was constant with the brand. I wouldn’t advance it if I wasn’t appreciative of it. I don’t get the bodies to go to the hotel. The auberge does that. It’s my eyes bottomward there in Tampa.
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