ANDIAMO - John Grossman

CEO of Marc & Rose Hospitality

You described Marc & Rose as a “new reflection of what we’ve always been.” What legacy did you want to preserve, and what did you feel ready to evolve?

The legacy we’ve sought to celebrate is inspired by the lives of Samuel Marcus Grossman and Peggy Rosalie Jacobsen. Their story is the heartbeat of our journey—a chance meeting on a Hawaiian beach in 1959, a shared wanderlust that swept them across the globe, and a passion for hospitality that gave rise to iconic places like the Arizona Biltmore. What they taught us, and what we’ve carried forward, is that hospitality isn’t just about service; it’s about genuine connection, empathy, and a deep respect for the landscapes that shape us. That hands-on, owner-operator approach—where every property, from the rustling palms of Laguna Beach to the quiet hush of the desert—tells a story of place and people. It’s about crafting spaces that settle the soul and stoke the spirit, a tradition we’ve honored with every renovation and every new concept.


As for what we felt ready to evolve, it was time to shed the seemingly generic shell of Classic Hotels & Resorts and step into something more personal and immersive. The Marc & Rose rebrand reflects our longing to attract and retain talent while deepening the guest experience. It’s about embracing modern design partnerships—working with visionaries like AvroKO, Rinker, Post Company, LAND, Adean Studios and Electric Bowery—to breathe fresh life into historic assets while staying true to their roots. Sustainability, too, has woven itself into our ethos, with our 1% for the Planet commitment ensuring we safeguard the very landscapes that inspire us. It’s a delicate dance—honoring the past while boldly reimagining what’s possible.

Marc & Rose is rooted in both story and place. How do you translate that philosophy into a physical and emotional experience for guests?

It starts with honoring the landscapes that inspire us—the breathtaking American West, from Carmel-by-the-Sea’s rugged coastline to Arizona’s vast desert expanse. We design every space to feel like an extension of that place, using sensory details to create immersive environments where guests can touch, smell, and hear the story.
 
We aim to welcome guests as adventurers, explorers, and tranquility seekers, offering moments of connection—whether it’s a fireside chat at La Playa or a meal at El Chorro that ties them to generations of visitors. Our hands-on, owner-operator approach ensures every detail reflects a genuine care that settles the soul. It’s not just a stay; it’s a shared journey, where the physical space and the emotional resonance of our story intertwine to leave a lasting memory.

You took over as CEO in 2020 after more than a decade with the company. What’s changed most in your leadership style since then?

Stepping into the CEO role in 2020 after more than a decade with Marc & Rose was a natural evolution, but it’s been a transformative journey. My leadership was heavily hands-on as I was immersed in every detail, from guest experiences to property turnarounds, much like the real estate vision established by prior leaders. Since then, I’ve shifted toward empowering our teams, trusting their creativity to breathe new life into projects like La Playa, Casa Loma, or El Chorro. The pandemic forced me to adapt quickly, leaning into resilience and empathy—qualities I’ve always admired in hospitality—but now I prioritize fostering a culture where innovation thrives alongside that soulful connection. It’s less about me steering every course and more about guiding a shared vision, ensuring we honor our roots while embracing what’s next.

Your parents took an around-the-world trip in the 1950s, how has their adventurous spirit influenced the way you experience and design travel today?

My parents’ around-the-world trip in the 1950s was more than a vacation—it was a bold leap into the unknown that sparked a lifelong love for discovery.  They met on a Hawaiian beach, explored distant cultures, and brought that sense of wonder back home, which continues to inspire every corner of Marc & Rose. For me, travel is about immersing myself in a place—seeking out stories and connections that resonate. That influences our designs too; we craft spaces to feel like living chapters of those adventures, with sensory touches like curated playlists or handcrafted furnishings that invite guests to explore and unwind.

If someone were to walk into a Marc & Rose property for the first time, what’s the one feeling you hope they take away?

When someone walks into a Marc & Rose property for the first time, I hope they’re immediately enveloped by a feeling of serene belonging. It’s that moment where the coastal breeze or desert quiet wraps around them, and they sense they’ve stepped into a space that’s both a retreat and a celebration of its place.

Hospitality is about connection, and I want that first impression to spark a quiet joy—a sense that they’re not just guests, but part of a story that’s been unfolding since 1962. Whether it’s the handcrafted details or the warm welcome, I hope they leave with a feeling of being seen and settled, ready to unwind in a way that feels uniquely theirs.



Your culture page highlights “hands-on & heartfelt” hospitality, how do you encourage team members, from bellhops to managers, to take initiative and surprise guests with small but meaningful gestures?

Encouraging initiative starts with trust—we empower our people by giving them the tools, confidence, and freedom to act, whether it’s a bellhop noticing a guest’s tired smile and offering a cold water on a hot Arizona day or a bartender remembering a returning guest’s favorite drink. We foster this through ongoing training that blends fundamentals with room for improvisation, teaching everyone to anticipate needs while respecting the guest’s space to breathe.
We also celebrate these gestures—small acts like a handwritten welcome note or fresh cookies saved for a late-night arrival can turn a stay into a memory. It’s about creating a culture where everyone feels they’re part of the story, inspired to surprise and delight in ways that feel authentic to them and our properties’ unique spirit.

Marc & Rose became the first hospitality management partner of 1% for the Planet, donating a portion of revenue since 2019. How does this environmental commitment shape your daily operations?

Becoming the first hospitality management partner of 1% for the Planet in 2019 was a proud milestone for Marc & Rose, reflecting our deep respect for the environments we call home. Donating 1% of our revenue to support organizations like the Arizona Trail Association, Lagna Ocean Foundation, and Glen Canyon Institute isn’t just a pledge; it shapes how we operate every day. We weave environmental stewardship into our routines—optimizing energy, reducing waste through mindful procurement, and training our teams to prioritize sustainability, from bellhops to managers. It’s about small, consistent actions: switching to LED lighting, sourcing locally where possible, and even rethinking guest amenities to cut single-use plastics (something we began doing back in 2012). This commitment holds us accountable, pushing us to innovate while honoring the landscapes that define our properties, ensuring our operations leave a lighter footprint for future generations.

You’ve announced new investment into existing properties like La Playa Hotel and The Inn at Laguna Beach. What excites you most about these renovations?

We are excited about the new investments we’ve poured into properties like La Playa Hotel and Casa Loma Beach Hotel (previously The Inn at Laguna Beach). What thrills us  most is the chance to breathe new life into these beloved spaces while staying true to their roots. At La Playa Hotel, the $20 million renovation completed in Fall 2023 with Post Company has rekindled its bohemian heritage from 1905, blending timeless charm with modern sophistication.  For Casa Loma, the $15 million transformation finished last summer with Electric Bowery and LAND taps into Laguna Beach’s creative past, turning a clifftop perch into a serene, sculptural retreat that honors its counterculture legacy. What ignites my passion is the collaborative process — among designers, staff, and myself — to craft experiences that surprise and delight, connecting guests deeper to the places that shaped us.

You’ve said you want to connect more deeply with guests “as people.” In a world of tech-first hospitality, how do you preserve that human touch across the brand?

In a world leaning toward tech-first hospitality, preserving that human touch across our brand is both a challenge and a priority. We start by ensuring our teams are empowered to engage personally, from a bellhop remembering a guest’s name to a manager sharing a local story over coffee. We use technology as a tool, not a replacement—check-in apps can streamline a transaction, but also free up staff for meaningful interactions, or personalized emails that feel crafted, not automated.
Training is key; we coach our people to read the room, anticipate needs, and offer small, heartfelt gestures like a handwritten note or a tailored recommendation. Even with digital bookings, we encourage follow-ups that feel warm, not scripted. It’s about balancing efficiency with empathy, ensuring every guest feels seen and valued, not just processed. This human focus sets us apart, reflecting the soulful connections my parents cherished, and we measure success by the smiles and stories that linger long after checkout.