Hospitality Firm (HF) was hired by Beam Living (A Blackstone portfolio company) to create and develop a Food and Beverage amenity for Stuytown Peter Cooper Village. HF introduced Carlos Suarez and the Rosemary’s Brand to the property. The neighborhood focused concept, with its great value proposition, is a natural fit for the community. HF led the development and operational launch of Rosemary’s East, collaborating with the Beam Living Team and Casa Nela.

Opened in May of 2021, Rosemary’s East is a 400-seat restaurant, occupying 7,000 square feet. It quickly became a neighborhood favorite, fulfilling all of its goals:

Activate the corner of 20th Street and First Avenue, setting the stage for an exciting arrival to Peter Cooper Village and Stuytown
Provide a great amenity to the residents and neighborhood
Build a viable business for Casa Nela, with a return on investment for all stakeholders

Rosemary’s East is a great showcase of how Hospitality Firm can turn a challenging location into a dynamic use that can create value beyond the rent.

HF’s Role in the Development of Rosemary’s East:

Landlord Representation
Tenant Representation
Business Development and Fund Raising
Design/Construction Development
Pre-Opening
Day-to-Day Operations

Fact Sheet:

Address: 350 First Avenue, NY, NY 10010
Year Opened: 2021
Landlord: Stuytown/ Peter Cooper Village
Square Feet: 7,000 sq ft
Seats: 400
Management: Casa Nela

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The National - Dubai Expo 2020

Hospitality Firm led the development, activation, and operation of the 200 seat restaurant, The National, at the Dubai Expo 2020.

Chef Geoffrey Zakarian brought to life his vision of an American Grand Café with The National by Geoffrey Zakarian. The menu offered Zakarian's classic dishes from The National Bar & Dining Rooms, the flagship location in Midtown Manhattan. The approachable American cuisine was prepared with the best ingredients and expert care, while the bar served cocktails, both alcoholic and non-alcoholic, that featured unique ingredients, fresh juices, and careful technique to make the perfectly balanced drink. It is easy to understand why the combination of this lively fun environment paired with Zakarian's style of cooking has earned him much acclaim and has made The National beloved for over a decade.