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Alex Furrer on How The Setai Miami Beach has Evolved

Tell us more about your position and how you came to work at Setai Miami Beach. Back in 2009, I decided to move to the US to expand my hospitality background; I did a good amount of research and evaluated hotels in my favorite cities, New York and Miami. The Setai, Miami Beach really stood out to me thanks to its unique clientele, fantastic design, top location, very interesting footprint, impressive management and service culture. It also had a very special setup as a luxury condominium with private residences and a hotel program, which added a lot of flavor to the opportunity. I started as a senior guest relation manager and was able to work my way up to the helm in five years. My team and I have weathered not only several hurricanes but also the challenges of two management company changes and an ownership change. Since 2015, we are self-managed, and as general manager, I’m reporting directly to ownership, a private family out of New York.

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