Five Tips for Hospitality Success SHERRY SHARES HER TOP SUGGESTIONS FOR OPENING THOUGHTFUL— AND LUCRATIVE—HOTELS AND RESTAURANTS.

Dig deep into the local community. Find artists, nonprofits, and community heroes, and integrate them into your project. Hang out at the farmers market, local coffee hubs or watering holes, so you meet the people you will serve and source from.

Understand local history then use your business as a platform for sharing stories. Nearly all of our businesses are inspired by the past— it has become one of Acme’s signature traits. The Iron Door Speakeasy at the Holbrooke Hotel was named after the ubiquitous iron shutters historically used in the area to keep out fire.

Repurpose and reuse wherever possible. When we learned the original radiators at the National Exchange Hotel could no longer provide sufficient heat, we cut them up and used them to line the front of the historic bar, in a unique and beautiful nod to the hotel’s history. At The Lark Restaurant, we took a 100-year-old Catholic confessional and converted it into two tables for two. Guests love it.

Develop a clear point of view and brand personality and then stay true to it. There are many fabulous ideas, but not all of them will fit your particular concept. Most importantly, stay centered in your core values—they are non-negotiable.

Maintain and invest in your sense of humor. You’re going to need it (and so will your family and teammates). We turned our beautiful and romantic cocktail lounge, Pearl Social in Santa Barbara, into an overthe-top kitschy Christmas wonderland this year and it was a smashing success. It’s important not to take yourself too seriously!