Hospitality Design: What I've Learned Brad Guidi and Jason Brown, Blue Flag Capital
Mar 4, 2025
Jason Brown and Brad Guidi, the dynamic duo behind Blue Flag Capital, share their journey of redefining hospitality through experiential design and storytelling. Jason’s early inspiration from Soho Grand and his global adventures with YOTEL shape his approach to hospitality as theater. Meanwhile, Brad's artistic background influences their residential warmth in hotel design. They discuss challenges during the pandemic, their success with AutoCamp, and how each project tells a unique story rooted in its location. Together, they are crafting immersive, memorable stays.
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Soho Grand Cheetah Night
- Jason lived and interned at the Soho Grand for two summers and witnessed wild celebrity-era moments.
- He recounts a night on overnight engineering duty when a cheetah was found in a penthouse, illustrating hotel unpredictability.
Pick Scarcity And Story Over Scale
- Blue Flag chose scarce, seasonal island markets over scaling generic glamping concepts.
- Their thesis: buy constrained, high-value locations and tell strong local stories to deliver both guest experience and returns.
Opening Faraway During COVID
- Blue Flag opened Faraway during the pandemic and briefly made positive NOI in six weeks of 2020 operation.
- Investor support and nimble execution convinced them to double down and raise private equity amid uncertainty.