SLS Brickell hotel in Miami adds three new executives

SLS Brickell in Miami has hired three new executives.

SLS Brickell, sbe’s luxury lifestyle hotel and residences in downtown Miami, appointed Neil A. Bierwagen as GM, Laurayne Croke as director of sales and Dawn Neils as director of marketing. These three leaders are bringing decades of hospitality experience to the 124-room luxury hotel and residences, which is owned by sbe and The Related Group, and designed by Philippe Starck.

“With world-class design and two unique culinary concepts by James Beard Award-winning chefs, Bazaar Mar by José Andrés and Fi’lia by Michael Schwartz, SLS Brickell is a true retreat in the center of the city, and we’re pleased to have Neil at the helm to deliver memorable experiences for guests and locals,” Jorge Giannattasio, COO at sbe, said in a statement. “With the addition of Dawn and Laurayne, we are building a solid foundation for the future of SLS Brickell.”

As GM, Bierwagen brings in-depth knowledge of hotel operations, working in roles such as director of finance, human resources and operations. His past experience includes key positions at Marriott International and Starwood Hotels & Resorts.

FREE DAILY NEWSLETTER

Like this story? Subscribe to Operations!

Hospitality professionals turn to Operations as their go-to source for breaking news on guest rooms, food & beverage, hospitality trends, management, and more. Sign up today to get news and updates delivered to your inbox daily and read on the go.

“I’m honored to be a part of the sbe family and to welcome both Dawn and Laurayne to the executive team as we collectively work to make SLS Brickell THE destination hotel in downtown Miami,” Bierwagen said in a statement.

Neils has industry expertise in both the casino and hospitality markets having spent time at Atlantis in The Bahamas and Seminole Hard Rock Hotels & Casinos. She brings an integrated marketing approach with a focus on brand marketing, media and communications across a variety of channels.

Croke previously worked for entities such as Ironstate Development Company, Starwood Hotels & Resorts Worldwide and W Hotels New York. She specializes in corporate, business and transient travel sales, working to increase direct growth year over year.

Opening nearly one year ago, SLS Brickell was the second SLS property to open in Miami and the first to open in the city’s downtown area. It also marked the first project between sbe and The Related Group. Coming in early 2018, Hyde Hotel & Residences in Midtown and SLS LUX Brickell will be the latest luxury projects to come out of the partnership between sbe and The Related Group. SLS LUX Brickell will open doors as a mixed-use tower with designs by Yabu Pushelberg, sbe’s culinary concept Katsuya and cocktail bar SBar.

Suggested Articles

The latest report from STR shows negative year-over-year results in the three key performance metrics during the week of July 7-13.

Ritesh Agarwal, the company's 25-year-old founder and CEO, has signed a $2 billion primary and secondary management investment round.

By year's end, the Turkish hotel company will have five properties along the Red Sea and Mediterranean.