Laurel, Grand America Hotel
With a goal for Laurel Brasserie & Bar to become the pulse of the Grand America Hotel and of Salt Lake City itself, the client tasked Pure Grey—then Marriott International’s in-house elite restaurant and bar consultancy, now combined with Streetsense’s hospitality expertise—to offer a turn-key concept development solution, incorporating a suite of food and beverage consulting, branding and operational services to bring our shared vision to life.
Approach/
Starting the process with comprehensive market research and concept ideation, the hospitality team coordinated a group that included external consultants (branding by Crown Creative; Interior Design by Home Studios) to deliver local market and operational analysis, concept development including recipes for all service periods & OS&E specifications, naming and branding, and pre- and post-opening training to ensure that Laurel lived up to its potential as an industry leading venue in the region. With Streetsense’s recent acquisition of Pure Grey, we’re excited to announce that Streetsense will continue to work closely with the hotel team to drive results and can offer all of these services in-house and more.
Results/
UtahStories has touted Laurel Brasserie as “eye-poppingly beautiful” with menu options that are “pretty perfect.” Beloved by both locals and tourists alike, the Laurel has revived the Grand America Hotel’s restaurant experience completely.
Timeless Bar/
With no prior history of having a bar in this location to learn from, the hospitality team was able to leverage the gorgeous space to create classic, yet exquisite bar offerings that serve both hotel guests and the locals alike.
Brasserie Feel, Events Functionality
Without compromising quality, the hospitality team was able to craft a menu that has approachable all-day offerings at a great price point—styled after a true French Brasserie. The two private dining rooms, pre-function space, and flexible open kitchen are all unrivaled in the local market.
