Frank Roberts on Shaping Culture and the Art of the Perfect Party
Frank Roberts, Vice President of Brand Experience at EDITION Hotels, has built an enviable career at the intersection of culture, entertainment, and hospitality. From his early days as a busboy and waiter to leading brand experience at one of the most stylish hotel groups in the world, Roberts has honed a keen understanding of what makes space not just memorable but magnetic.
by Deniz Bulutsuz
Splitting his time between New York City and international destinations, where he oversees the brand’s presence across a dozen hotels, Roberts recently reflected on his vision for the future of hospitality, the power of cultural programming, and—of course— his definition of the perfect party.
“The role of Brand Experience is to execute the brand’s vision through nightlife, events, press, social media, and even the music playing through the hotels,” Roberts explains. “It’s about crafting a certain magic, establishing the right vibes, and ensuring our properties feel both socially and culturally relevant.”
That means staying ahead of emerging trends in art, fashion, music, and nightlife across global markets—then translating those insights into experiences that set EDITION apart from the competition.
What Makes EDITION the ‘Cool Kid’ of Hospitality?
“A lot of time and effort goes into the design and programming of our hotels,” Roberts says. “It’s what sets us apart.” From carefully curated cultural activations to collaborations with artists and musicians, every EDITION property is designed to feel like a destination in itself.
Keeping the Brand Fresh
“The key is to create a calendar of programmed events throughout the year that keep the hotel socially and culturally relevant,” Roberts explains. He recalls a recent project—the opening of EDITION’s Ginza Tokyo location—where a guest remarked it was the best event they had attended in the city. “Moments like that remind me why I do what I do.”
It’s a balancing act—staying fresh while maintaining the brand’s core identity. Roberts likens it to producing an evolving, immersive art installation: the foundation remains, but the experience continuously transforms.
The Evolution of Hospitality
Roberts has witnessed a shift in both the entertainment and hospitality industries over the last decade. “Entertainment is moving in a more grown-up, sophisticated direction,” he notes. “And in hospitality, there’s a stronger focus on sustainability and responsible sourcing.”
These shifts signal a more conscientious approach to luxury—one that values experience, authenticity, and ethical responsibility over excess.
Defining the Perfect Party
For someone who has shaped some of the industry’s most iconic events, Roberts’ definition of the perfect party is unsurprisingly precise: “A curated mix of the weird and wonderful—fashion, film, music, art. Someone incredible behind the turntables playing music that fills you with joy. Great cocktails. And, of course, the right people.”
One of his most unforgettable entertainment experiences? “The five-day festival for the opening of the Times Square EDITION. We had performances from Diana Ross, Chic, Lauryn Hill, Q-Tip, Questlove, Francis and the Lights, and Charli XCX. It was a celebration of everything we stand for.” The best parties, in Roberts’ eyes, create a sense of intimacy even on the grandest scale.
Embracing the Unexpected
“It’s about staying on top of constantly evolving trends,” says Roberts, whose career has been anything but conventional. “That way, when you take that wild turn, you’re not lost.”
In an industry where trends change at breakneck speed, adaptability is crucial. Roberts has navigated his career by anticipating shifts in culture before they hit the mainstream, allowing him to seamlessly integrate new ideas into EDITION’s brand DNA. His ability to evolve alongside the industry is what has kept him relevant—and thriving. Whether it’s embracing new musical movements, understanding shifting luxury travel expectations, or curating nightlife experiences that feel effortlessly ahead of their time, he ensures that EDITION remains a trendsetter rather than a follower.
For those looking to break into brand management from a non-traditional background, his advice is simple: “Trust the process. Learn as much as you can, not just about your area but across the industry.” Success in hospitality is about more than just understanding hotel operations—it’s about grasping the full ecosystem of experiences that make a brand stand out.
At the heart of it all, Roberts is inspired by the guests who love the brand—and by the opportunity to surprise those who don’t know it yet. “Creating those wow moments, that’s what keeps me going.” It’s clear that Roberts is nowhere near finished evolving the hospitality experience.
