Industry Insiders: Tommy Saleh, Grand Vizier

Tommy Saleh, creative director for New York's Soho Grand and Tribeca Grand hotels, is the mellow curator of coolness who's been keeping both downtown institutions grand since they opened in 1996 and 2000, respectively. With a keen eye for talent, the soft-spoken, Egyptian-born Saleh consistently hosts the most groundbreaking musicians, artists, and scene-making cultural figures at his twin lairs. If you run into Saleh at a party in New York or LA or Istanbul or Marrakesh or London -- you know you're in the right place.

What’s your job title?
I’m the creative director of the Tribeca and Soho Grand hotels, the food and beverage director, as well as the marketing and promotional director.

What do you need to know to do your job?
Many accomplished people don’t know what they want. They’re too busy to know. It’s being their entertainment consultant, not just supplying what they ask for but letting them know what they want. It’s knowing that when they ask for a Japanese restaurant recommendation that you send them to Hasaki and not Nobu because Nobu is Asian fusion. It’s knowing what that particular person really wants.

How have these hotels remained successful?
It’s not just about the people who come at stay at the hotel for us. It’s about the people who live around us.

How’d you start in the business?
I have been working in hotels since my college years. I lived in Santa Barbara and Honolulu. I loved being a concierge and using the seven languages that I speak. I’m not a promoter but I always like a good party and feel there’s a lack of good parties. Back then there were good parties. People weren’t just looking to capitalize or cash in. There weren’t the situations where this guy would never come in but he is willing to buy this many bottles. So they’d let him in and act like his friend. There are people who stuck to their ideas like Nur Khan. I didn’t sell out. After 9/11, everyone was doing bottle service, and I wanted to give people value for their money, so we started doing shows.

What kind of shows?
Bands like Bloc Party, Soulwax, Mud, Milo, Hot Chip, Peaches, and Miss Kitten. We wanted to give people entertainment, and we had them before people ever heard of them. We did events with Visionaire and Chanel and did it downtown style.

What are some of the special events that you handle for the hotels?
We have a movie theater and have film events that support the local community. There’s the gallery where we do four proper art installations a year, and we have bands play in the Sanctum regularly. We have 15 fashion shows during Fashion Week. Then I also oversee the magazine that has a quarter million subscribers. We also do an event called “New York, New York” every six months in Paris. We do it with Derek Blasberg from Style.com. All New York-originated companies get involved, and we fly everyone involved over.

What was your first New York job?
My first job was as a concierge at the Soho Grand. It was the year the hotel opened, 1996. Being a concierge is all about connections, getting tickets for every sports event, every music concert—sold out or not—getting a plane at a moments notice to fly to an island. I had those connections and still do. I can make things happen.

Your favorite thing about New York style?
New York has become like Sex and the City with everyone walking around in Jimmy Choo shoes thinking they’re so cool. These people have no taste. They just go to the Chole store and buy a whole outfit. This has been going on in New York for the past ten years, but it’s also been going on in London, Paris, and Spain. I like it when it is a Chanel dress with YSL shoes and vintage accessories. That is what true New Yorkers do. People can have no money but get creative.

Which city has it right?
In London they’re so passionate about music and fashion. Berlin is full of either rave-type places or more Sex and the City places. The music is mostly techno and soulless. Barcelona is kind of dorky. I still like the music that comes from New York, and Stockholm produces great music. Cities who produce good music seem to get it.

Your favorite city?
No matter how bad New York gets there is still such variety and accessibility. You can still go to five or six places until you find what you’re in the mood for that night, because of New Yorkers themselves. New Yorkers talk about the little designer whose dresses they love. They talk about an indie band they heard in Brooklyn. They talk about the tiny Italian restaurant that has the best manicotti.

What is on your radar music-wise?
New Rock infused with electronica. Kitsune, Friendly Fires, Phoenix.

Who are your favorite artists?
Kenzo Minami, Nisian Hughes, Poppy De Villeneuve.

Where do you hang out?
Upstairs at Bouley, Omen, Hasaki, Pepolino, Marlow & Sons.

What are you doing tonight?
Going to John DeLucie’s restaurant on Charles Street.

Something people don’t know about you?
I haven’t even cooked toast.