Sarah Meyer Simon on Building Community-Driven Brands in Hospitality and CPG | The Simon Collective

Sarah Meyer Simon - The Simon Collective 

Q: Sarah, Tell us about yourself and what you’re passionate about.

A: I love to connect people, curate concepts and create community. I am passionate about crafting memorable spaces and experiences that bring all types of people together through shared fundamentals. When I moved to New York, I loved the experience of neighborhood restaurants that I felt at home in.

This is what initially drew me to brick-and-mortar concepts.  My older brother often refers to me as a “consumer and connector”. That mindset very much contributed to my love for brands that offer DTC and CPG. At the end of the day, my passion is building something that fosters connections and creating spaces where people truly feel welcome.

Q: As an investor and entrepreneur you get exposed to so many brands, founders and thought leaders. Before you invest or get involved in a company, what are the core things that are non negotiables for you? What must a brand possess or not possess? 

A:  My markers when looking at investments are: does it fill a void? Does it offer something sustainable and forward thinking? Does it support growth of community and society? And ultimately, is it something I want to consume? If I sense initial alignment, I’ll meet with the founders and really try to picture their vision as if it were my own. I feel most productive playing the role of a conduit of creation, and allowing an idea or concept to take it’s own shape.

Q: Let's talk about restaurants and CPG. If you look at your portfolio you obviously have a huge interest in both. Oftentimes hospitality brands attempt to make a CPG product or vice versa and they fail. As you know, they are two very different businesses. Why do you think some brands have done this successfully and others have failed? 

A:  I believe the success of launching CPG brands comes down to one concept: timing. My understanding of CPG changed when COVID intersected the hospitality world.  I started to understand the importance of having touch points of the outside world in the comfort of home.  Leaning into that made me look deeper into what experiences can be replicated straight to the consumer. Two things resonate with me: CPG is about finding the perfect moment in the zeitgeist and finding a space in the market that isn’t oversaturated AND people will never want to ultimately give up communal experiential moments outside of home.  It is a matter of looking at both sides, and finding out how they can complement each other.

Q: I know you love openings. You recently opened Lucky’s Soho which is a family business. How was this opening different from others? What is it like for you to birth a restaurant and bring a concept to life?

A: In my experience, openings are the main event. Once you welcome your concept into the world, it shows you what it wants to become. Even if you have preconceived ideas of the way a space is received or the way a space flows, it will most likely morph into something uniquely its own. So for me, the excitement comes with that unknown element.  I grew up in a large Jewish family and the majority of our most meaningful memories are situated around dining together. Lucky’s SoHo was particularly special because it’s a family restaurant. My dad and his good friend Gene opened Lucky’s Montecito 24 years ago and I’ve spent many an evening in the original Lucky’s location having dinner, laughing, talking and learning from my dad and his friends. We celebrated my 21st birthday and my dad’s 80th. It’s a very fundamental place for me in my life and influenced my love for hospitality at a young age. To be able to open it in my chosen adult neighborhood is truly a full circle moment.

Q: If there is one thing that you could pinpoint to your personal and professional growth and success what would it be?

A:  Being willing to constantly learn new things and remain open. Surrounding myself with good people and leaving any ego out of the process. Knowing that the key is the team, not me. Bringing in creative visionaries, along with seasoned veterans in their craft, allows for momentum to seamlessly build on a project.  At the end of the day the key is to surround yourself with good people.

Q: If you could give advice to your younger self, what would you tell her?

A: Make a friend and leave things better than you found them. And don’t sweat the small shit.