“Conversations with Alumni” – Sarah Robbins ‘95

Harris Cohen ’27 had the opportunity to interview Sarah Robbins ‘95, Chief Operating Officer of 21c Museum Hotels.

At the heart of the hospitality industry’s evolving landscape, 21c Museum Hotels emerges as a beacon of innovation, blending contemporary art with boutique lodging. Sarah Robbins ‘95, Chief Operating Officer (COO), has been pivotal in steering the brand towards new horizons. In a recent conversation, Robbins shared insights into her journey, the company's unique concept, and her vision for the future.

Founded by art collectors with a vision to make art more accessible, 21c Museum Hotels started as a museum project in historic buildings. The concept evolved into a hybrid model, incorporating art installations as a core element of the guest experience. "Art came first; it wasn’t originally intended to be a hotel brand," Robbins explains, highlighting the organic integration of food, beverage, and lodging with the museum, creating a seamless blend that enhances the aesthetic and experience for guests.

Unlike traditional hotels, each 21c property doubles as a vibrant community hub where locals and guests mingle amidst a plethora of art installations. "We turn spaces over to artists and let creativity lead, ensuring it still functions as a hotel. This makes each property unique and beautiful," Robbins notes.

Robbins’ role as COO is distinctively influenced by her background. With a blend of military discipline from her years in ROTC and the Army Reserves and academic background from Cornell’s Hotel School, her leadership style is both innovative and structured. "Contemporary art is at the core of 21c," she states, underlining her collaborative efforts with Alice Gary Stities, 21c Museum Director, Chief Curator and artists to maintain the brand’s artistic integrity while ensuring operational excellence.

This artistic focus makes her role at 21c Museum Hotels significantly different from traditional hospitality roles, where the primary interactions might be more transactional and less influenced by cultural elements.

Integrating art into every aspect of the hotel operation presents unique challenges, particularly regarding how art influences the guest experience and hotel operations. Robbins emphasizes staying true to the brand's roots while scaling, preserving the original guest experience amid growth.

Robbins is particularly proud of the company culture that empowers employees at all levels to become "culture carriers." This empowerment strategy has supported the brand’s growth from a single property to eight, maintaining a consistent cultural ethos across locations.

Looking forward, Robbins is enthusiastic about the growth potential of 21c Museum Hotels. Her strategy involves nurturing future leaders within the company and exploring new opportunities to expand the brand's footprint. Community engagement remains a cornerstone of their strategy, with ongoing collaborations with local artists and cultural institutions, ensuring that art remains accessible and integral to each property.

Robbins’ story and leadership at 21c Museum Hotels highlight a unique blend of passion for art and mastery of hospitality management, setting the bar high for innovation in the hospitality industry.