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Global Hospitality
Solutions & Expertise
FOUNDER
Alex Wall
With over two decades of experience, Alex Wall has become a distinguished figure in the hospitality industry. His career has been marked by key positions with leading hospitality groups like SBE Group and TAO Group, enriching his expertise across several global markets, including England, Greece, India, Egypt, and the U.S.
Alex's diverse background spans bar operations, staff training, venue management, and concept development. As the former company trainer for SBE's Bar Programs, he played a pivotal role in launching multiple venues across Los Angeles, Miami, New York, and Las Vegas.
In addition to his operational expertise, Alex is the founder of INDSTRY Los Angeles, a successful promotional and event collective that has further strengthened his network and ability to activate venues with the right crowd from day one. His work in strategic event programming and nightlife activations has given him a unique edge in understanding guest psychology, driving foot traffic, and building long-term brand momentum.
His ability to navigate fast-paced, high-stakes environments has cemented his reputation as a trusted industry leader, bringing together expertise, connections, and execution to deliver results at every level of hospitality.
Venue Development Coordinator
Hospitality & Operations Director
Industry Advisor (CEO Simmons Bars U.K)
Culinary Director
Openings & Strategy Director
Beverage Program Director
Melrose Place
Rooftop, cocktails & restaurant
Los Angeles
Melrose Place launched with strong potential but faced early challenges that put the venue on the back foot. Recognizing the need for a strategic reset, the team brought in AJW to refine the bar program, team structure, and overall guest experience—turning things around and establishing Melrose Place as one of LA’s top nightlife destinations.
As Beverage Director, AJW reworked the cocktail program, simplifying offerings to ensure the menu was both efficient and executable at a high standard. Staff was retrained, systems were implemented, and a stronger culture was built—transforming a struggling team into a committed, high-performing unit. The impact was immediate, shifting from high turnover to long-term retention, with a bar team that took pride in their work.
Beyond operations, AJW launched the biggest hospitality night in LA, curated high-impact events, and strengthened brand partnerships—bringing in top liquor brands and creating activations that drove revenue. Saturday night sales skyrocketed from $3,000–$6,000 to $15,000–$25,000, fueled by a refined DJ lineup, elevated ambiance, and strategic marketing.
With AJW’s expertise, Melrose Place navigated its toughest period and emerged stronger than ever, becoming a must-visit nightlife hotspot in Los Angeles.
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, I navigated early challenges related to venue readiness and operational setup, ensuring the bar program and staff were fully prepared despite ongoing construction.
As Bar Manager for three years, I oversaw team training, cocktail execution, and high-volume service standards, leading the venue through some of its biggest nights—including Super Bowl events generating over $330,000 in sales. Nightingale became a staple in LA’s nightlife scene, hosting major events and high-profile clientele while maintaining a reputation for exceptional service and energy.
HYDE SUNSET
KITCHEN & COCKTAILS / nightclub
Los Angeles
Hyde Sunset Kitchen + Cocktails, a 15,000-square-foot venue on Sunset Boulevard, set a new standard for nightlife under SBE Group’s vision. As part of the opening team, I played a key role in shaping the bar program and overall guest experience, ensuring a seamless launch that positioned Hyde as a premier destination.
Recognizing my ability to develop high-performing teams and refine bar operations, I was promoted to Bar Manager, where I streamlined service, enhanced cocktail execution, and built a culture of excellence that kept the team together for five years. This foundation of strong leadership, operational precision, and guest-driven hospitality ultimately led to my role as Company Trainer for SBE, overseeing bar programs and service standards across multiple venues.
Hyde Sunset’s success was built on meticulous execution and an unwavering commitment to quality, reinforcing its place as a staple in LA’s luxury nightlife scene.
Hyde - tmobile areana
las vegas, nv
Hyde at T-Mobile Arena was a 18,000-square-foot luxury venue designed to cater to up to 800 guests, featuring floor-to-ceiling views of the Las Vegas Strip and exclusive arena seating. The space was equipped with four bars, including a dedicated Grey Goose and Stella bar, a bottle service program, private living rooms, and a high-end mixology experience.
As part of the opening team, I spent three weeks on-site in Las Vegas, overseeing the training of a 35–40-person bar team to ensure cocktail consistency, speed, and execution under high-volume conditions. I developed service standards and operational systems to streamline performance across multiple bar stations.
The venue launched with The Killers live in concert, setting the tone for Hyde’s success as a premier hospitality-driven event space in Las Vegas.
HYDE BEACH
KITCHEN & COCKTAILS / nightclub
Los Angeles
Hyde Beach Kitchen + Cocktails was a stunning three-story beachfront venue in Hallandale, Florida, featuring a beach bar with wellness amenities, a Mediterranean-inspired restaurant, and an exclusive third-floor membership space with panoramic ocean views.
As part of the opening team, I trained a 15-person bar staff, developing their cocktail execution, operational efficiency, and high-volume service techniques. The goal was to ensure smooth operations across all three levels while maintaining the high standards of hospitality that defined Hyde venues.
This project was an opportunity to bring refined service and expert training to a dynamic, multi-concept space—delivering a seamless guest experience across beachside, dining, and exclusive lounge settings.
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, I played a role in launching the venue to immediate success, catering to elite clientele, major events, and some of the most high-profile nights in New York City.
From high-energy service to executing flawless VIP experiences, my time with Tao included working some of the industry’s most exclusive events, including Leonardo DiCaprio’s 40th birthday—a night that generated over $5 million in revenue.
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
Planned and executed the largest West Side LA event since before the pandemic, driving massive brand awareness and excitement for the new mini golf venue.
Leveraging our extensive 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, one of the world’s leading event companies, to host an unforgettable night at The Spotlight in Hollywood. Taking on November 1st—the toughest date of the year to sell, coming right after Halloween—we turned the challenge into one of Spotlight’s most successful nights.
With a five-week promotional campaign, we built anticipation through exclusive DJ interviews, photo shoots, and strategic marketing, ensuring strong turnout despite the difficult timing. The result? A completely sold-out event, high-energy atmosphere, and one of Spotlight’s top-performing nights in revenue.
It was a pleasure working alongside Framework’s team, whose execution standards align with our own. This collaboration showcased our ability to elevate venues and deliver real results in competitive nightlife environments.
