The owners of the new, hip Fabric Hotel on Nahalat Binyamin tell us all their secrets

Written by
Time Out Israel Editors
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You would never guess that the two masterminds behind the modern Atlas boutique hotel chain are pushing 70 and 80, respectively – and the envelope – when it comes to climbing the hospitality ladder

Leslie Adler (76) and Danny Lipman (65), the co-managers and owners of the Israeli Atlas boutique hotel chain do not intend to stop any time soon. On the heels of opening their 16th hotel (and 10th in Tel Aviv) – the cooler-than-thou Fabric Hotel on Nahalat Binyamin – we got the low-down on what it takes to keep up in a country that that is exploding with new hotels and real estate everywhere you look

© Ohad Kab

How did you get started in the hospitality industry?

Leslie - Even in my childhood in South Africa I knew I wanted to work in the hotel business. I studied the field in Lausanne and then came to Israel. Working at the Dan Hotels provided me with the initial training in the field, and then I ran the Avia Hotel near the airport. The next stop in my career was the management and construction of the Basel Hotel, which was part of a small chain of three hotels. In 1987, together with Danny, I established the Atlas Hotel chain, from which I developed into what it is today.

Danny - After a post-army trip, I started studying in Tel Aviv. I knew someone who led me to a meeting with the CEO of the Basel Hotel-Leslie Adler. As I needed to find a job that would allow me to combine work and studies, Leslie took me in as a night clerk and without knowing what that meant exactly, I was intrigued.  In my role, I loved the interaction with the customers, and soon I felt that I could express myself and continue to grow in this environment. At the age of 27 I became the manager of the Basel Hotel and later managed a few more hotels within the small chain. Later, I was assistant manager of the chain as an employee. In 1987 came the opportunity to take over the network and become the owners of the company, changing its name from Basel to Atlas. That's how Atlas began.

© Assaf Pinchuk

Two CEOs for more than 30 years - this is not a simple relationship. How are the roles divided between the two of you?

Danny - Like every relationship, it's not simple. There is no official division between roles. The division is expressed in the aspects and characteristics of our personalities. One of our greatest strengths is our ability to view things differently, disagree about certain issues, and still be able to compromise and connect the various opinions to form one concrete idea. When there is a balance in management, good things come out of it. The fact that we are both ego-free people certainly helps us to accept each other and overcome disputes that we experience along the way.  

© Assaf Pinchuk

You are the pioneers in Israel in the boutique hotels category – what is the motivation behind this move?

Leslie - Behind the words "boutique hotel" stands an American hotelier named Ian Shrager, who developed design hotels in the 1980s. When we brought the concept to Israel, we wanted to create a hotel that provides a statement and value that reached far beyond the average accommodation experience. Cinema - our first boutique hotel - is a concept hotel around the cinema. We took a Bauhaus building that served as the mythological "Esther" Cinema and poured meaning into it, paying attention to the nostalgic weight it carried, and using authentic cinematic elements.

Danny -  The reactions we have received from our guests have sharpened the understanding that a hotel is far beyond where to sleep and has become a place to connect with the experience of a story. For us it meant starting from scratch and learning to renew and expand the hotels. We began to look for the story, what was special and different and what was exciting, so that the hotel will draw people in for more than just the design or because it is new. Thus, among other things, the Market House in Jaffa tells the story of the flea market, Art Plus is a hotel which values ​local Israeli art, and Bezalel in Jerusalem is dedicated to young Israeli design, to name a few.

© Assaf Pinchuk

What are the recent changes in the field?

Danny - The concept of boutique hotels is relatively new, about 20 years old. From the beginning it has been a hot area where competition is constantly increasing - one learns from the other and each add their own touch to make it special. You find yourself having to continuously renew both existing and new hotels - to improve, to add and to offer in order to still remain relevant.

Leslie - Over the years, the market has matured and improved. I can point to two salient trends from recent years. One is the growing focus in the culinary field, especially in regards to breakfast. The second is to offer a younger and less formal experience than what many hotels used to identify with. In our "Yam" hotel, the design inspiration includes bright colors of the sea and the lobby is filled with surf magazines, flip flops and beach balls, which put guests at ease and offers a vibrant ambiance for vacation. 

© Assaf Pinchuk

Why do you think boutique hotels are such a hit?

Danny - First and foremost is the size. A boutique hotel is a small hotel - with dozens of rooms - that creates a more intimate experience between the hotel itself as well as between the guest and host. This intimacy creates extraordinary interaction and helps to create a feeling that the guest feels at home even while sitting in the lobby. For example, we have a guest who arrives at the same hotel every year with her dog and the hotel staff is ready to welcome her with her dog’s favorite treat.

Leslie - We came from a hotel school that maintains personal contact with the guest. Therefore, we aim to continue in this direction and create a warm atmosphere at all of our hotels. Over the years, to our delight, the audience looking into boutique hotels is growing. More and more people, especially the younger generation, are not necessarily looking to feel like tourists but instead, to be a part of the local experience. 

© Assaf Pinchuk

What makes each hotel unique?

Danny - The DNA, so to speak, for each hotel is based on the components of the location and the structure - what was used, whether it has historical value, and additional elements are taken into consideration. We want to make a connection between what exists and how we define the target audience​- to build a story - sometimes out of nothing and sometimes out of something that can be adjusted. At the Fabric Hotel - a new hotel that we just opened on Nahalat Binyamin in Tel Aviv - we took the fact that it was located in a trendy neighborhood, where fabrics are sold, and connected these elements with the final product. All of this can be seen in the design, the branding, and the culinary combination that have been incorporated into the hotel.

Leslie - It's important for us to give each hotel its own unique touch. This lies not only within the design of each hotel but the smell, music, and lighting as well. At the concept level we devote thought to every detail, even the smallest, to create the unique hospitality experience. 

© Assaf Pinchuk

Even after launching so many hotels, are you still excited?

Leslie - Yes, of course

Danny - Whenever we open a new hotel, the excitement stems from the difference it creates. Every hotel offers something new along with the feeling that we have put into it something else that was not there before. This excitement is parallel to that found in families who are excited about each child that is born into a family, as if he were the first. 

What distinguishes the new Fabric Hotel from the rest?

Danny – With Fabric we wanted to create a neighborhood “saloon” where tourists will not feel as though they are strangers, but instead, feel like they are locals in the neighborhood. If that happens, it will be a success for the hotel.

Leslie - We've done some innovative things here. We created a partnership with the Imperial Cocktail Bar Group, dubbed "Bushwick" - a bar that will operate throughout the day from “coffee till cocktail”. We have rooms with bunk beds for young families and a group of friends who want to spend time together. The design is somewhat industrial and more "rough" than what is common in our other hotels.

Danny - This is a hotel for people who love to hang out, love to experience, love to meet new people, and love to drink and eat - a place to party for every age bracket. 

© Assaf Pinchuk

Are you surprised by the Israeli crowd that has developed?

Danny - I do not see the contradiction in the matter. Alongside the increase in the rate of travelers abroad, the urban culture has developed among the Israeli public, and we are witnessing a trend in which more and more Israelis are choosing short vacations at our hotels (sometimes even among the residents of the city). The vacation is easy, flexible and cheaper than flying abroad with all the implications and even a cheaper solution than a luxury five-star hotel. However, it is still a fine and luxurious experience, as it is possible to enjoy high quality hotels, massage services, and more.

Fabric Hotel 28, Nahalat Binyamin St, Tel Aviv-Yafo

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