Hola all, hope you had a wonderful holidays and if not, there is also a club for that to be honest.
As you know this letter is supposed to be sent every Tuesday morning, AND, I was supposed to send this letter this morning aaaaand I did NOT.
Not because I forgot. Not because I was busy doing something more important.
I didn’t send it because I wasn’t done thinking.
This question (yes the title) has been following me around for days, and I didn’t want to rush it just to respect a schedule.
So yes, if your place disappears tomorrow, who would miss it?
Not in theory. Not in a pitch deck. In real life.
I kept coming back to it because it’s one of those questions that exposes everything. From our concept, our choices, our compromises, our courage. It doesn’t care about our branding, our moodboards, or our latest press mention.
It only cares about one thing: whether your place actually matters to someone.
Imagine waking up tomorrow and your place is gone. No announcement. No goodbye weekend. No nostalgic Instagram post. Just erased.
Who notices?
Not algorithms. Not platforms.
But folks, people.
The ones who never tagged you. The ones who came back without announcing it. The ones who built a small, quiet habit around your place.
If the honest answer is // probably not many //, that’s not a failure. But it"‘s a signal.
Most places don’t disappear because they’re bad. They disappear because they’re forgettable.
In a world full of well-designed, well-located, well-reviewed places, being good is no longer enough. Good is the entry ticket. And being missed is the difference.
And when I start questioning my concepts, my ideas, with this question, I can tell you that most of them are not providing a cool answer ahah.
Indie hospitality doesn’t win by scale. It wins by gravity.
So this letter is about figuring out whether your place has any.
By the way, if you read til there, I just shared an excel business plan on Linkedin you can ask by viewing the post here if you are interested.
Also, the new LOBBY website is online
And next week, I’m opening our online shop again with some great stuff :)
Speak to you soon and feel free to reach out!
