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founders bio

Alex Wall

Hospitality Operator & Development Lead

Venues • Cultural Destinations • District Strategy

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Hospitality operator and development lead with 20+ years of experience across London, New York, Los Angeles, Las Vegas, and international event circuits. Background spans high-volume nightlife, restaurant openings, cultural programming, and complex operating environments. Experienced in executing both standalone venues and multi-venue strategies where context demands coordination and sequencing.

 

Alex began his career in London, working in high-performance bar environments including The Roadhouse, Covent Garden, before moving into large-format events across Egypt, India, Greece, and the UK festival circuit. He later worked across cocktail bars, rooftops, and speakeasies in New York, joining opening teams for major hospitality launches and gaining experience in high-volume service, brand-driven nightlife, and long-term team coordination.

 

In Los Angeles, Alex worked within the SBE portfolio, contributing to multiple venue openings across LA, Las Vegas, and South Florida. His roles focused on bar operations, staffing, workflow design, menu development, and nightly execution in 400–800 capacity venues. He later served as Beverage Director and consultant for Melrose Place, restructuring bar programs, securing high-level brand partnerships, and improving weekend revenue.

 

In 2025, Alex founded AJW Presents, a hospitality studio focused on design-driven concepts, execution, and context-specific hospitality development. His recent work includes leading a full hospitality strategy for a fragmented urban district, delivering concept development, operator and investor pipelines, live activations, and earned media.

 

Alex’s work emphasizes execution over theory, operational clarity, and building hospitality that performs commercially and culturally.

Venues opened & managed

United States

  • Hyde Sunset (Los Angeles) – Bar Manager / Culture Lead

  • Hyde Kitchen & Cocktail (Florida) – Opening Trainer

  • Hyde T-Mobile Arena (Las Vegas) – Opening Trainer

  • Nightingale (Los Angeles) – Opening Trainer / Bar Manager

  • The Bar At Johnnys (Los Angeles) - Opening Consultant

  • Melrose Place (West Hollywood) – Consultant / Bev Director

  • Tao Downtown (New York) – Opening Team

  • El Privado (NYC) – Speakeasy - Opening Team

  • Stage 48 (NYC) – Live Music Venue - Opening Team

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United Kingdom

  • The Roadhouse (London)

  • Additional venue and festival activations

distinctions

  • 20+ years across multiple global hospitality capitals 

  • (London, NYC, LA, Vegas, South Florida + International events)

  • Multi-venue opening experience across 10+ concepts

  • Specialist in high-volume service and operational workflow

  • Background in design, photography, and creative direction

  • Founder of AJW Presents, leading district-scale hospitality development

  • Founder of INDSTRY Los Angeles — #1 hospitality event in L.A

  • Founder of Major Feels - Photography and artist

Events: appearances & competitions

  • Fox 11 News – Feature segment on Third Street Promenade revitalization

  • Maxim Magazine – Photography feature (Major Feels)

  • Solo Gallery Exhibition – Creative photography shows

  • Venue Branding & Promotional Content – Hyde & SBE portfolio

  • Bar Wars London - 2 x First Place (Speed/Flair/Mixology)

  • Mulitple Global Flair Competitions Placements

brand partnerships

Collaborated with a wide range of premium beverage and lifestyle brands across cultural programming, hospitality events, and nightlife activations.

Experience includes high-profile partnerships with global houses, luxury spirits groups, and emerging craft brands, supporting product launches,

experiential events, and community-driven hospitality programming throughout Los Angeles.

PAST PROJECTS

INDSTRY LOS ANGELES

Curated experiences & Hospitality events

INDSTRY Los Angeles is a curated hospitality and nightlife brand known for producing elevated, immersive experiences that bring together tastemakers across music, fashion, art, and entertainment.

 

With a focus on meaningful connection and high-touch execution, INDSTRY has partnered with premium brands including LVMH and Diageo to create culturally resonant events that merge creative energy with best-in-class hospitality.

 

From concept to curation, each gathering is designed to spark conversation, build community, and leave a lasting impression.

Melrose Place

Rooftop, cocktails & restaurant

Los Angeles

Melrose Place launched with strong potential but faced early operational and staffing challenges.

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As Beverage Director, Alex simplified the cocktail menu to focus on speed, quality, and consistency. Staff was retrained, team was restructured, systems were implemented, and a healthier team culture took hold—resulting in improved performance and long-term staff retention.

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Outside of day-to-day operations, Alex helped launch LA’s biggest hospitality night, curated standout events, and secured brand partnerships with top liquor companies. Revenue on Saturday nights jumped from $3,000–$6,000 to $15,000–$25,000, driven by an upgraded DJ lineup, improved ambiance, and sharper marketing strategy.

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Melrose Place was able to stabilize, grow, and evolve into a key player in the city’s nightlife scene.

nightingale plaza

nightclub - Los Angeles

Nightingale Plaza, a 6,500-square-foot nightclub on La Cienega, quickly became one of Los Angeles’ most successful nightlife venues. As part of SBE Group’s opening team, Alex contributed during the early launch phase, helping navigate operational challenges and ensure the bar program and staff were set up for success, even as construction was still being completed.

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During a three-year stretch as Bar Manager, Alex focused on team training, cocktail consistency, and maintaining high-volume service standards.

 

The venue went on to host some of the city’s biggest nights—including Super Bowl events with over $330,000 in sales—and became a staple in LA nightlife, known for its high energy and reliable execution.

HYDE SUNSET

KITCHEN & COCKTAILS / nightclub

Los Angeles

Hyde Sunset Kitchen + Cocktails, a 15,000-square-foot venue on Sunset Boulevard, became a standout in LA’s nightlife scene under SBE Group’s direction. Alex was part of the opening team, contributing to the launch of the bar program and helping shape an elevated guest experience that supported Hyde’s strong debut.

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Following the opening, Alex took on the role of Bar Manager, focusing on service flow, team cohesion, and consistent cocktail execution. That leadership helped establish a stable and high-performing team that remained together for many years.

 

The experience led to a broader role as Company Trainer for SBE, supporting bar programs and service standards across multiple properties.

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Hyde’s long-term success was rooted in thoughtful operations, a clear brand vision, and consistent attention to detail—qualities that helped define its reputation as a go-to luxury nightlife destination.

Hyde t-mobile arena

las vegas, nv

Hyde at T-Mobile Arena was an 18,000-square-foot luxury venue with panoramic views of the Las Vegas Strip, built to host up to 800 guests.

 

Designed for premium experiences, the space featured four bars—including dedicated Grey Goose and Stella stations—bottle service, private lounges, and a high-end cocktail program.

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As part of the opening team, Alex spent several weeks on-site in Las Vegas, helping train a 35–40-person bar staff to ensure consistency, speed, and execution in a high-volume environment.​

HYDE BEACH

KITCHEN & COCKTAILS

Hollandale, florida

Hyde Beach Kitchen + Cocktails was a three-story beachfront venue in Hallandale, Florida, combining a beach bar with wellness amenities, a Mediterranean-inspired restaurant, and an exclusive third-floor membership space with panoramic ocean views.

 

Alex was part of the opening team, supporting the training of a 15-person bar staff across all three levels. The focus was on cocktail execution, high-volume service techniques, and streamlining operations to maintain the elevated hospitality standards associated with the Hyde brand.

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The project was a chance to apply refined service practices and thoughtful team training to a dynamic, multi-concept space—creating a consistent guest experience from the sand to the dining room to the private lounge.

Tao downtown

restaurant & nightclub

nyc, new york

​Tao Downtown is a 30,000-square-foot powerhouse—a seamless blend of high-end dining and exclusive nightlife, operated by hospitality giants Tao Group.

 

As part of the opening bar team, Alex played a role in launching the venue to immediate success, catering to discerning clientele, major events, and some of the most high-profile nights in New York City.

 

Tao Downtown set the standard for luxury hospitality, and being part of the team that helped launch it was an invaluable experience.

HOLEY MOLEY

mini golf venue launch event

santa monica, los angeles

Executed one of the largest West Side LA events since before the pandemic, driving massive brand awareness and excitement for the new mini golf venue on Third Street Promenade.

 

Leveraging a network of industry leaders, influencers, and tastemakers, we curated a high-energy launch for Australian experience company Fun Labs, making it their most successful opening event to date.

 

With over 2,000 RSVPs, the event attracted a dynamic mix of celebrities, influencers, and hospitality professionals, generating significant social media engagement and widespread press coverage.

 

The launch cemented Holey Moley as a must-visit destination, with an organic social reach that extended well beyond the night itself.

the spotlight

nightclub halloween event

hollywood, ca

INDSTRY Los Angeles partnered with Framework to host a night at The Spotlight in Hollywood.

 

A sold-out event, high-energy atmosphere, and one of our top-performing nights.

 

It was a pleasure working alongside Framework’s team, whose execution standards align with our own.

CASA MARTIN

Promenade rejuvenation launch event

santa monica, los angeles

The Day Of The Dead event at Casa Martin was an early demonstration of what happens when quality is brought back to the Promenade.

 

We partnered with a long-standing local business and turned a single evening into a reminder of what this street can be when the right energy meets the right execution.

 

It wasn’t just an event — it was proof of concept. People showed up, stayed, engaged, and the atmosphere shifted.

 

The event at Casa Martin marked the beginning of the Third Street Rejuvenation project: bringing life back to the street, spotlighting local talent, and showing the city that meaningful change starts with moments that make people feel connected again.

fox 11 news segment

third street promenade movement

Fox11 News invited AJW to speak about the momentum building around the revitalisation of 3rd Street Promenade.

 

The segment highlighted the city’s excitement about a new, hospitality-led approach — one that focuses on quality operators, better experiences, and bringing real life back to the street.

 

It offered the public an early look at the vision and the work already underway.

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