Nestled in the bustling heart of historic SoHo on Broome Street between Crosby and Broadway, The Broome is an enchanting boutique hotel housed in a Federal Revival Style building from 1825. Conceptualized seven years ago, The Broome is the latest brainchild of longtime Soho characters and entrepreneurs, Vincent Boitier, Damien Jacquinet, and brothers Jean Claude Iacovelli and Stephane Iacovelli. Boitier and the Iacovelli brothers have been wining and dining SoHo denizens for 25 years, at the helm of some of the neighborhood’s most spirited establishments including Fiat Café, Café Lure, Jean Claude, Soho Steak, & L’Orange Bleue.
In 2007, Boitier, and the Iacovelli brothers shifted their focus from resUpload an Imagetaurants to hotels, purchasing 431 Broome Street, in the form of its last incarnation, an artist loft populated with SoHo’s bohemian graffiti vandals. In 2012, Entrepreneur and longtime restaurant patron, Damien Jacquinet, joined forces with the trio as an investor, helping to put the finishing touches on the project. The Four Frenchmen have infused their European sensibility coupled with their love of New York into The Broome. After seven years of meticulous renovation, The Broome is now every bit as modern as the city that has built up around it, while still maintaining an inviting and warm ambiance.
HOW DID YOU GET INTO THE HOSPITALITY INDUSTRY?
It was my grandmother who initially got me hooked. We had a family-owned and operated restaurants, and I have vivid memories of standing in the kitchen with her, tasting as she cooked. The hospitality gene has always been in my family. Everyone from my grandparents on down instilled in us the drive to create something enjoyable born out of hard work, dedication, passion, and attention to detail. This parlayed into a 30 year-long restaurant career, and eventually led me to The Broome, where I, along with my partners continue to apply those lessons to our hotel.
TELL US ABOUT THE BROOME HOTEL. WHAT INSPIRED THE IDEA AND WHAT IS YOUR VISION FOR THE HOTEL?
As I mentioned, we’ve been in the restaurant business here in New York for a long time. We wanted to try something different, and were confident that between us, we could continue to create a unique experience, offering our guests something special in the form of a small, but carefully appointed property. We started our search for a building in SoHo, where we had lived and worked for years. We’re comfortable here, and are familiar with every back alley and bodega. When we finally found the perfect spot, we conceptualized an environment that replicated the comforts of home that we had grown up with in Europe. For example, in the South Of France where I’m from, most homes have a common area where people would always mingle. The Atrium is reminiscent of this environment: the heart & soul of the house where everybody shares their experiences from the day.
WHAT STRATEGIC PARTNERSIHPS AND MARKETING STRATEGIES HAVE YOU IMPLEMENTED THAT HAVE ATTRIBUTED TO YOUR SUCCESS?
Much of our success is attributed to surrounding ourselves with the right people. We hired a great manager, leveraged existing relationships and friendships, and creating partnerships with like-minded individuals and brands. All in all, we got really lucky and also happen to have really wonderful guests.
WHAT INDUSTRY TRENDS ARE YOU NOTICING AND HOW DO YOU CAPITALIZE ON THEM?
We’ve noticed that personalized service and lifestyle offerings are becoming more prevalent. More and more people feel lost in the big fancy, 5 star hotels and miss out on the experience of one-on-one service. It seems like a little detail, but as the owners, we try and be visible on property, having breakfast with our guests, or a coffee in the courtyard. We want them to know that we genuinely care about the fact that they’re enjoying their stay, and if we can do something to enhance it, like sending them to a friend’s restaurant or recommending a great local artist, we will. In terms of lifestyle offerings, we try and keep the activities and products at the hotel fresh and relevant. Our free Saturday morning yoga classes in the summer have been a huge hit with guests.
Approach hospitality (food, love & friendships) with careless abundance.
YOUR GREATEST SUCCESS AS PROPRIETOR OF THE BROOME? MOST DIFFICULT MOMENT? HOW DID YOU OVERCOME IT AND WHAT DID YOU LEARN?
The most gratifying experience was seeing The Broome come to life. From the ground up and grow into what it is today. The most challenging moment was the construction time: we had no income, and were pouring our heart and soul into the project, with no promise of a return. The hardest part for me personally was to leave the comfort of the restaurant industry behind and take the leap into hotels. If I had to do it all over again, I most certainly would.
YOUR ADVICE TO AN ASPIRING ENTREPRENEUR/HOTELIER?
Surround yourself with the right people. Challenge yourself with people who are better, smarter, and more skilled than you.
DESCRIBE THE IDEAL EXPERIENCE AT THE BROOME HOTEL.
The Broome offers an experience that can only be described as “something different.” We are warm and inviting, a little piece of peace. Being in an environment that makes you feel very comfortable and makes you feel home. Enjoy the first meal of the day in style.
ONE FOOD AND DRINK LEFT ON EARTH, WHAT WOULD YOU CHOOSE?
A farm-fresh egg with a little bit of caviar & truffle. Bottle of Krug.
WHAT LITERATURE IS ON YOUR NIGHTSTAND?
The Great American Barbecue and Grilling Manual, & Paulo Coelho: Adulterio
ROLE MODEL – BUSINESS & PERSONAL?
Le Bilboquet’s Philippe Delgrange. He's has a very unique perspective on hospitality and he knows how to treat guests. He’s just the right amount of crazy.
FAVORITE TRAVEL DESTINATION?
Spain, or some place I've never been yet. Cambodia - humble, but lush and beautiful
WHATS NEXT FOR THE BROOME HOTEL?
The Broome celebrated its first birthday on Valentines Day; so we’re still new to the scene, and learning everyday. We are going to continue looking for ways of further enhance our guest experience. With that in mind, we are exploring the idea of creating additional small-scale lifestyle destinations in the US and abroad, in the coming years.