⊛ No Offense | Carolyn Schneider, Corner Booth Hospitality
Conducting the creative orchestra
In a world in which most new hotels fall under big brands–and the big brands are eating up the indie brands at record pace–true independents stand as beacons of inspiration. They survive with the stewardship of been-there-done-that leaders; they thrive with the help of visionary creatives. There aren’t many people who can wear both hats…but Carolyn Schneider is one of them.
With Corner Booth, Carolyn sits in the director chair of the entire creative development process. She supports teams that have the guts and resilience to create independent hotels, but need help turning a story into a space.
In this interview, Carolyn shares her journey, starting as a cocktail server at Ace Hotel NYC to building transformative hospitality experiences through Casetta Group and now leading her creative agency, Corner Booth. She navigates the highs and lows of the industry; she muses on what’s next in hospitality and what should remain mainstays of every hotel.
Carolyn Schneider
Founder, Corner Booth Hospitality
NWS: Well, it goes without question that this conversation is well overdue and we’re beyond delighted to finally make this happen. If our memories stand corrected, we met each other through a series of industry-connections, but the ultimate connection is that we both play in the spatial branding sand box. For our audience who might still be familiarizing themselves with what exactly this is and how it affects them and/or their project, please explain what you do (in third-grader or sitting down with Grandma over decaf coffee terms).
Carolyn: Thank you for having me! I usually say that I’m a conductor, or creative director of sorts, for hotel and hospitality projects. What that means is that at a macro level, I work through conceptualization and visioning of what a space can become, and at a micro level, I work out the details of how that vision can get in front of a guest; like menus, bath amenities, keycards, even music, brand training, uniform design, art programming, coffee cups, and more. It’s all of the layers and partnerships that create a vibe for a hospitality space and make it extra special; a place you’ll want to return to again and again. Ok maybe I should try that again for Decaf with Grandma: I oversee the creative of building a hotel.
NWS: Ok, so let’s rewind to the beginning. You've worked on pioneering brands in hotels: ranging from Ace to the Proper to the Nomad. Brands that laid the framework for how to do boutique right. How did this all begin?
Carolyn: I began my career in art galleries in NYC and along the way had a dream to start my own hotel brand. I felt like a more 360 degree approach to an art experience was actually sleeping in it, vs looking at it on a wall. I started asking around and figuring out how best to enter the industry. The answer was simple: start working in hotels and see what you like about them. I began as a cocktail server at Ace in Midtown when at the time, it was really the coolest hotel in town and had already broken down many barriers of what a boutique hotel could be. From there, I was strategic in my subsequent moves. I asked a lot of questions and took some great advice! One piece of advice was to move into the Events Department, which touches all departments of a hotel. You have to be client facing, and coordinate with all departments; finance, operations, housekeeping, design, and sales. From there I moved into Sales & Marketing roles, and ended up moving back to Los Angeles (where I’m from) to open up the Ace Hotel in Downtown LA, which when I first toured it, was in the early stages of construction and a large part of the project really hooked me; a 1920’s movie palace built by Mary Pickford and inspired by a church in Segovia Spain.
All the while, I was working on my own hotel brand concept and hoping that I could figure out how to make it happen at some point. I opened up hotels for Proper and NoMad in the meantime and learned so much along the way. I started consulting for other hospitality brands and eventually co-founded Casetta Group, and now run Corner Booth on own.
NWS: I’m sure these projects didn’t come without their challenges and left “industry scars” along the way — both positively and negatively. But not enough to deter you from continuing along this journey. Does anything stand out? Anything you took away from this?
Carolyn: Hotels are a very hard industry. There is endless competition and they are open 24/7, 365 days a year. The work culture is very unique in that it’s so social, which can come with a lot of drama. Crazy things happen in all hospitality spaces - bars especially - but hotels are even worse + beds! Anyone who has worked in hotels has seen the best and worst of humanity. Screaming guests, con artists, spouses showing up to their partners’ cheating on them. It all plays out in such an intimate environment and the Front Desk really knows and sees everything. But it’s also so much fun and I’ve met some of my closest friends working in hotels. Relationship building is such a huge part of the industry. It’s just not for the faint of heart. I tend to get the feedback that I’m pretty even-keeled and can calmly handle many situations; I think this is true and probably why I’ve lasted this long. I can roll with the punches and not take anything too personally.
NWS: After your stint with Sydell Group, you went off and co-founded Casetta Group — a hospitality brand that’s all about bringing high style and good vibes to boutique leisure. Spill the tea: what was the vision, what makes it different, and what’s your proudest moment so far?
Carolyn: The vision was to take over historical or architecturally significant buildings and turn them into boutique hotel properties with an emphasis on design and guest experience. We wanted to create Casetta as the umbrella brand, but in that each property has its own identity and history, the hotels are named and branded uniquely. I think what makes Casetta different is that the properties are in drive distance locations to major cities, making them the perfect road trip destination. They are also clearly made by hand - I loved collaborating and partnering with small makers, artists, designers to bring this vision to life. There’s nothing cookie-cutter about these properties. My proudest moment? It’s hard to take the time and really relish in the good things in hospitality because there’s always a fire to put out. But truly hearing from so many guests that they love the hotels is the best thing ever. Knowing that my work helped to create an experience for someone else that they’ll never forget is awesome.
NWS: So, it’s safe to say that hotels are your jam, but have you ever explored spaces like multifamily, office or co-living? We’re pretty vocal about how hospitality design and service could really elevate those spaces. What’s your take?
Carolyn: I’m working with a client now who is very involved in the office environment. It’s been fun to learn more about that world and to your point, help to bring some hospitality to it. I’d love to work on a multifamily or co-living project. I think there’s huge potential. Hospitality has endless angles - it’s not something that can get too played out - it can only improve our life experience. I think it’s one of those “the more the merrier” things. The more spaces that realize they need to step up their guest experience game, the more beautiful our buildings will be and the more connected our communities can become.
NWS: Fast forward to today, you are now the Founder and creative engine that drives Corner Booth (great name by the way) — a creative hospitality agency helping hotels, restaurants, flower shops, bars, bodegas (any communal space for humans, really) create magical spaces. What cool projects have you been working on?
Carolyn: I’ve enjoyed bringing a “hotel approach” to other sorts of hospitality projects. Some recent projects: An indoor play space for kids with coffee bar for parents in San Diego, a pop-up centric hotel in Upstate NY, a cafe/workspace/retail store in Seattle.
NWS: You’ve teamed up with some killer creatives along the way. When you’re putting together a project, how do you pick your dream team? Is it gut instinct, killer portfolios, unique disciplines or just the vibe check?
Carolyn: Ah good question. Reliability is so important, so I do end up turning to teams I’ve worked with before and know that I can trust. Vibe check is also super important! I want to work with people that I have fun with and can feel excited by creatively. I love meeting creatives though and am always down for a call or coffee to get to know someone new.
NWS: The boutique world is changing awfully fast. What trends are you seeing right now that are too exciting to ignore? And how is Corner Booth staying ahead of the curve while keeping that signature authenticity?
Carolyn: You know, I usually stay away from trends when I can. I think what makes hotels work best is a timelessness that can transcend any era. My favorites are the classics. That being said I certainly don’t think that needs to mean hard keys with leather tassels hanging from them (though that is cool and I like it when I get one…!!). I appreciate a seamless tech stack and I definitely text my way through a hotel stay when I have questions for the Front Desk. But I don’t think I’ll ever be down for kiosk check-in at a full service hotel. There’s something so cold about that as an introductory experience for me. If the expectations are set ahead of time though, I think there’s something really great about a key-pad entry experience (more Airbnb style) but with a strong brand voice and point of view that creates an emotional connection. I haven’t seen that done well too many times, but it’s exciting when it is.
NWS: Looking back at all you’ve done, what’s the one thing that makes you go, “Yeah, I did that”? And for anyone dreaming of breaking into boutique hospitality, what’s the advice they won’t hear from anyone else?
Carolyn: For Casetta, completely rebranding, repositioning and reopening 3 hotels in 4 years, while building a management company and brand from scratch, and launching a coffee brand as well. My advice is to just go. Hotels don’t require a PhD. Anyone can do it if they have the energy and vision for it.
NWS: We’ll leave you with this … if you had unlimited resources and zero constraints, what would your ultimate hospitality project look like? Wild ideas are welcome.
Carolyn: I’d love to open a small family of hotel projects in the South of Spain. I travel there frequently and have my eye on some buildings. Stay tuned and come visit :)
👉 For more from Carolyn Schneider, follow on Substack, Corner Booth on Instagram and Linkedin, and certainly check out her latest work at corner-booth.com.
🚨 WHO IS NO WALLS STUDIO (AND WHAT DO WE DO)?
No Walls Studio is a design and brand consultancy that helps real estate developers create spaces that people love.
Our mission is to make sameness extinct in real estate, which means that everything we do comes with new ideas and unique angles — all, grounded in a deep understanding of culture and consumers.
We do three things for our clients (often, all in the same project):
Research & Insights
Brand Development
Spatial Experience Design
Want to work with us or learn more?
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