Culinary Collective

HHM Hotels' Culinary Collective is a full-service hospitality studio that supports all food and beverage operations across its portfolio, from development and planning through execution. We bring new assets to life, improve existing operations, and evolve current offerings to create memorable experiences for guests across restaurants, bars, lounges, rooftops, and more. Our team’s expertise ensures concept success while establishing the next generation of inspired food and beverage spaces.

Culinary Collective Leadership

Ami Alexander

Ami, Co-Managing Partner of the Culinary Collective, brings her stunning background to HHM Hotels having worked with iconic hotel brands including Aria Las Vegas, Fontainebleau, and Jumeirah Emirates Towers in Dubai. She was a key leader for Hakkasan during the height of their growth and also has experience with the Sydell Group where she launched restaurant concepts and openings for brands such as Nomad, The Line Hotel, and The Freehand. Most recently, Ami was Vice President of Food and Beverage at Montage International and worked across both their Montage and Pendry locations.

Seth Alexander

As Co-Managing Partner of the Culinary Collective, Seth brings 25 years of expertise to HHM Hotels. He has spearheaded the launch of more than two dozen premium restaurants, hotels, and entertainment venues across the US and Europe. His strategic insight is showcased through his work with esteemed luxury brands such as the Four Seasons, Lucien Barrière, Pendry, Loews, and Locanda Verde at the Greenwich Hotel, as well as boutique establishments like Shinola. Seth's extensive background includes forming pivotal partnerships with James Beard award-winning creators and top developers. His former role as Vice President of Operations and Development at NoHo Hospitality highlights his operational excellence and dedication to elevating the hospitality experience.

Wes Morton

As Director of Culinary & Concept Development for the Collective Studio, Wes brings his real-world experience as a chef and culinary innovator to HHM Hotels. He has held notable positions such as Brand Chef at Fox Restaurant Group’s iconic restaurant, The Henry and Director of Culinary at Makeready Experience, and he led culinary operations for Dewberry Hospitality and Denihan Hospitality.

Claudia Hernandez

Claudia, Director of Operations, Restaurants and Bars, boasts over 12 years of experience in hospitality, excelling in both startups and established brands. A trusted leader, she directs teams, streamlines operations, and manages finances with precision. She skillfully oversees a multi-state supply chain, ensuring efficiency in purchasing, receiving, and inventory control. Beyond tactics, Claudia mentors team members at all levels. Her deep understanding of the evolving hospitality industry fuels her commitment to fostering a culture of excellence and leaving a lasting impact. Her passion lies in creating unforgettable guest experiences while elevating industry standards.

Larry LaValley

As Corporate Director of Culinary and Beverage at HHM Hotels, Larry brings experience from previous roles at Urgo Hotels and Resorts, DMR Restaurant Group, and Regent Bal Harbor.

Business Capabilities

Concept Development

From concept exploration to execution, we specialize in crafting unique and exciting food and beverage concepts specifically tailored to your brand and target audience. Our concept proposals include an all-encompassing brand identity, meticulously crafted for your specific food and beverage outlet. Our brand narratives include an in-depth meritage of assets to ensure clients and partners can envision their new programming with precision. From working names to sample menus, we capture the desired atmosphere and direction of each specific project. We understand every hotel's needs are different, so we have curated a selection of different services to offer flexible development services to bring your concept to life.

Operational Optimization

Our team provides remote oversight, analyzing performance data and identifying areas for improvement. This translates into proactive reporting that helps you maximize revenue, minimize turnover, and achieve operational excellence. Our expertise extends beyond just spotting problems; we also work alongside you to develop solutions. This can include crafting clear and consistent SOPs for all aspects of your property, from menu planning and staffing to engagement initiatives.

Marketing Strategy

Through the development of a 30/60/90 plan, the Culinary Collective prioritizes the creation of actionable strategies in key areas such as marketing, advertising, cultural programming, and partnership development. We also review your current marketing strategy to increase customer acquisition and cultivate a loyal brand following. To further develop your marketing and PR and social media plans, we collaborate with your chosen communication firm, guiding you toward sustainable and measurable growth initiatives.

Culinary Collective