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Emerging Hotelier Brandon Freid of The Impulsive Group

One of the hottest summer rooftop scenes in Manhattan can be found at Sanctuary Hotel, a new Midtown property owned by Brandon Freid, in partnership with his father, longtime hotelier Hank Freid. The space is evocatively named Haven, and it’s gone from “secluded” to “scenester must-see” in a hot second. 

Some jaded folks aren’t so hot on it, because it gets crowded and loud, and not everyone there is in Prada. But others keep going back, because it’s not just a scene; it’s a party. Complete with models, turntables, and a check-in boy who can’t stop dancing to the music.

Though not the largest of New York’s newcomer hotels, Sanctuary is one of the buzziest, and not just because of the scene up at Haven. All the way downstairs, the lounge-like lobby is amply staffed with sharp-dressed greeters. It’s snug and charming, without the rooftop crowds. The guests run the gamut from West Coast wine execs to hipster couples to European businessmen.

This is the third venture for Brandon Freid, and the latest in a long line of projects for his father. Their hospitality company is dubbed The Impulsive Group—somewhat ironic, because its growth has been anything but impulsive. Over decades in the business, the company has systematically grown its portfolio and up-cycled its properties from inexpensive to budget-chic to four-star. In this interview, the younger Freid discusses the strategy behind Impulsive.

Lena Katz

Lena Katz is the author of the Travel Temptations series (SIP, SUN, SNOW), published by Globe Pequot Press in 2009. Lena is also a travel expert for Celebrations/1800FLOWERS and WEtv (online and on-air). She contributes to the South China Morning Post and ABC News online. Lena is a former Orbitz Travel blogger and former columnist for the LA Times. She's been published in Brides Magazine, Robb Rep...(Read More)

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