It’s going to be quite the year for Sam Fox, the founder of Author & Edit Hospitality and Fox Restaurant Concepts (FRC). Hotel Business caught up with Fox to discuss his successful career in the food and beverage space and, now, his venture into hospitality—specifically, the opening later this year of The Global Ambassador, an internationally inspired hotel in Phoenix.
—Abby Elyssa
Why F&B? Where did your passion for the industry come from?
I was raised in the hospitality industry, and much of my childhood was spent in my family’s restaurant, treasure hunting for change under the seats at night and, later, waiting tables and helping out in the kitchen. At 20, I dropped out of the University of Arizona and used my tuition money to open my first restaurant. In 1998, I launched my first FRC restaurant—Wildflower American Cuisine. Today, I’ve opened more than 140 restaurants, with many more openings in 2023 and beyond.
Can you detail your first job in the space? What did you learn from it?
My parents were in the restaurant business, and I saw firsthand the highs and lows they experienced in their daily lives as restaurant owners. While it was a mom-and-pop-type place, it was an excellent foundation for me to understand the struggles and successes of an entrepreneurial family.
My parents had a lot of ups and downs, and they experienced financial success and financial failure. As a child, I saw those struggles. I paid closer attention to my dad’s failures than I did to his success. Those failures made me ask more questions and, more importantly, different questions than I might have otherwise.
Why is it time to venture into the hotel industry?
My venture into hotels is the culmination of more than 20 years in the restaurant and hospitality industry. There is so much overlap between restaurants and hotels that The Global Ambassador is the natural evolution of my passion for creating memorable hospitality experiences.
With The Global Ambassador, we are evolving luxury hospitality at every level and from every perspective in order to deliver something truly remarkable within the community for those looking to be inspired and intrigued in an authentic and unexpected way. This is a convergence of significance found in hospitality, wellness and culture.
What can you tell us about Author & Edit Hospitality?
I founded Author & Edit Hospitality in 2021 when I opened The Twelve Thirty Club at Fifth and Broadway in Nashville. Now we are focused on opening The Global Ambassador. Each Author & Edit property is an original—created through a global lens and connected to the diverse communities, cities and neighborhoods in which they reside.
What plans do you have for the company? How do you hope to see it evolve?
Right now, we are extremely focused on our late 2023 opening of The Global Ambassador. It’s one of one, and the entire experience is being built from the ground up as we are creating and opening a luxury boutique hotel.
What was your first taste (no pun intended) of success like?
Early on in my restaurant career, after founding FRC, I had to scrape together money from friends and family. As my career evolved, I was able to go to the bank and get my first bank loan for a restaurant. I think I asked for $500K, and they said yes really quickly. When I walked out, I thought to myself, “I probably should have asked for $750K.” That was a moment in my career where I felt like I really made it. I was able to be bankable early on.
What are some similarities between the restaurant industry and the hotel industry?
There are a lot of similarities between the restaurant and hotel industries, which is why I am getting into the hotel business. It’s a natural extension of hospitality—taking care of people and creating an environment where they want to celebrate and spend time. But, instead of joining us for a couple hours over lunch or dinner, they are now able to stay the night with us, which gives us even more opportunity to provide them with a meaningful and memorable experience.
What do you like about the hospitality industry? What excites you about it?
What I like is the look on people’s faces when we achieve our goals of great hospitality, every time. It’s also about the careers that we’ve created for our people along the way. It’s fulfilling to have someone who started out in an entry-level position and moved their way up to management level, or even higher. The hospitality industry is always changing and evolving, and that excites me. It’s the people, the guests, the employees—it all just keeps me going on a daily basis. There is never a dull day.
What are some of your goals for 2023? What about your five-year plan?
My goals for 2023 are to continue to open restaurants around the country at FRC, while also continuing to grow and develop our management team. Oh yeah, and to open a 141-room boutique luxury hotel with five signature restaurants and a wellness experience with spa, fitness and the most amazing locker rooms. Let’s just say, it’s going to be a busy year.
