Laurel Brasserie & Bar
CLIENT
PURE GREY FOR THE GRAND AMERICA HOTEL
Developed at
LOCATION
SERVICES
Beverage Programming
Concept Development
F&B Menu Architecture
Launch Support
Operational Audits
Operational Playbooks
OS&E Specification
Post-Opening Support
Pre-Opening PM
A modern American brasserie drawing from French and Italian culinary traditions, developed as part of a multimillion-dollar renovation of one of Salt Lake City's foremost luxury properties. The project was executed in close collaboration with New York interior design firm Home Studios, requiring careful alignment between architectural vision and operational reality.
Scope: F&B strategy, concept direction, concept development, menu development, OS&E selection, branding, operational project management, pre-opening and post-opening training, and operational critical path.
Outcome: Delivered 5x top-line revenue growth in year one. Opened to critical acclaim.
Recognition: Recipient of the TripAdvisor Travelers' Choice Award, placing Laurel among the top 10 percent of restaurants worldwide. Featured in Salt Lake Magazine as one of the city's standout dining and nightlife destinations and listed in Sunset Magazine's travel directory.
