Connected to Community

An Interview with Jonathan Plutzik, Owner, The Betsy-South Beach The Betsy-South Beach lobby bar (left); exterior at dusk (above)

EDITORS’ NOTE As co-owners of The Generally, South Beach is viewed make important contributions to the guest experi- Betsy-South Beach, Jonathan Plutzik as a sparkly place with incredible sun ence. We ultimately realized that given our vision, and his wife Lesley Goldwasser have and sand, but that only describes half of we needed to manage the hotel ourselves. We established a climate of luxury lodg- what makes it special. It has become a were fortunate to find the right person with deep ing within a creative paradise. culturally rich place with many diverse hospitality roots to lead our team on property. With their vision, The Betsy cham- and interesting people. Similarly, to successfully focus on PACE, I pions the power of community We set out to create a five-star hotel felt we should keep it in the family and convinced through its PACE (Philanthropy, that supported its local community, and my sister, Deborah Briggs, who has a Ph.D. in Arts, Culture, Education) program. by weaving PACE into the guest experi- Arts and Education, to manage the program as From its Writer’s Room to cultural ence, we believe we’ve done just that. our VP of Philanthropy. All of our PACE-related workshops and festivals including We look forward to more opportunities work is about partnership with people in the TransArt, Escribe Aqui, A Cappella, with the expansion. community who are already doing important and Yiddish Speakers series, among Jonathan Plutzik Since 2009, we have had more things; whether they are with a large institution countless others, The Betsy has been than 450 writers in residence, rang- or a small start-up, we are always exploring ways a resource for the community since opening in ing from Poet Laureates to those who haven’t to make our joint efforts more impactful. 2009. Prior to acquiring The Betsy, Plutzik was yet published their first book. We invite them to Was the need to give back instilled in with Credit Suisse for 24 years, retiring as Vice stay and celebrate their work and, in turn, ask you early on? Chairman in 2002. for their participation in one community-facing I attribute much of it to family. Having event, as we want their presence in South Beach money was never the goal. What was important PROPERTY BRIEF The Betsy-South Beach (the- to be felt by a larger audience. We’re fortunate to was what we did with it and what we did with betsyhotel.com) is a distinguished landmark pro- collaborate with local universities, colleges, and our lives. viding a personalized boutique experience in the even Miami public schools – Miami is an educa- I’ve had the opportunity to interact with heart of South Beach. The Betsy’s relaxed tropical tionally enriched town with hundreds of thou- people who have inspired me to do more. My interiors and 130 rooms create an aura that is sands of students contributing to the character wife, Lesley Goldwasser, is deeply supportive of passionately low-key. Exquisite amenities, ocean of our diverse community. We’re proud to be a our efforts. She was born and raised in Africa, views, world-class cuisine, and a presence for art platform for their interests. and we were married there in 1986. Over the and culture coalesce for an unparalleled experi- How hard is it to convey the philan- past three decades, we’ve learned a great deal ence. Resting regally on Ocean Drive, The Betsy thropic piece as a part of what you do? about our good fortune through family experi- is within walking distance to shopping and night- In addition to providing a luxury experi- ences there, which has inspired us to explore life, yet offers a serene experience in one of the ence, our halls are filled with art; there is live more active ways to give back to community. world’s great beach destinations. The Betsy’s lat- music in the lobby; and we play host to a series Having spent the past 40 years in New York est expansion merged the existing Ocean Drive of programs with national reach – which all City, I’ve also been able to devote energy to the hotel with the (former) historic Carlton Hotel, and touch on our PACE pillars. UJA Federation of New York in leadership posi- debuted an Art Deco wing with new rooms and South Beach has evolved into one of tions. I’ve been inspired by the organization, suites, a rooftop pool complex, a restaurant, and America’s great cultural centers, due in part to which has been a force for philanthropy in the event space to scale the PACE program. the work of new residents and, even more local Jewish community. critically, because of the contributions local arts While many interests stem from moments of How did everything evolve for you within patrons have made to build and support impor- inspiration during my time in New York City and the hospitality industry and how did The tant new cultural institutions. We’re now one of Miami, the commitment to community is entirely Betsy come about? the most important destinations in the world and consistent with the mind-set instilled in me while In 2002, I felt there was an opportunity to on the map with major art circuits like New York growing up. move on from Credit Suisse and explore other and Los Angeles. It’s a place where creatives are Do you enjoy the process and take interests. A friend invited us to Miami Beach and, regularly circling through or come to spend a moments to reflect on what you’ve done or while there, we saw the Betsy Ross, a historic meaningful portion of their time. are you always looking ahead? property – unique in architecture and Colonial We have to deliver a luxury product, but Both. It’s important we offer more than a in style. I’ve always been struck by how many we also have to deliver a stimulating experience. luxury product. We consistently recommit to of the great hotels of the world are Colonial in This can be something thoughtful, cultivated, the challenge of engaging with community and architecture, and I saw an opportunity to cele- and planned, but even at our Betsy, part of it is to allowing guests to participate as part of their hos- brate that. We purchased the hotel for restoration surprise people with a sense of cultural discovery pitality experience. Equally important is keeping and re-named it The Betsy-South Beach. that enhances their stay. our doors open through complimentary PACE The Betsy has an open and welcoming In bringing in new associates, are you events for those who cannot otherwise afford to arrival space with big windows facing the ocean looking for hospitality skills or personality? stay with us. We believe deeply in our responsi- and the park. We wanted to create something dif- It’s tremendously important to attract and bility to find ways to connect with all elements ferent from a design and operational viewpoint. retain the right team. Our associates at all levels of our community. • VOLUME 40, NUMBER 1 POSTED WITH PERMISSION. COPYRIGHT © 2017 LEADERS MAGAZINE, INC. LEADERS 141