My Unreasonable Hospitality List

April 11, 2025

“Service is black and white. Hospitality is color.”

— Will Guidara

Unreasonable Hospitality by Will Guidara is parts "inside baseball"—it's the tales of a luxury restaurateur, but it is an equal dosage of philosophy; a way of seeing the world through the lens of radical generosity and human connection.

In Unreasonable Hospitality, Will Guidara shares the transformative journey of turning New York’s Eleven Madison Park into the No. 1 restaurant in the world—not just through culinary excellence, but by creating extraordinary, deeply personal experiences for guests. Guidara, who served as co-owner and the front-of-house visionary, explores how going above and beyond with intention, empathy, and creativity can turn ordinary service into unforgettable moments.

What I found the most fascinating as I read, however, was not the stories of restauranteur grandeur (but don't worry, there are plenty—bespoke crockery, kitchen drama, and Dom Pérignon fueled parties).  Instead, I was captivated by Guidara's thesis that EMP's approach to hospitality, rooted in empathy, anticipation, and creativity, is something that can (and should) ripple across every kind of business and professional, regardless of your industry or station.  Guidara posits that anyone, in any profession, can adopt a mindset of unreasonable hospitality—choosing generosity over efficiency, surprise over routine, and human connection over transactional interactions. 

With snackable, pragmatic philosophies sprinkled throughout ("Spend 95% of your time, energy, and resources getting the process right—and 5% creating the magic"), this book packs an MBA of education into a few hundred pages.  And while I took copious notes for application in my own professional endeavors, I couldn't help but find myself drawn to memories of moments, big and small, in which unreasonable hospitality was bestowed upon me. 

And so, to conclude, I want to share eight businesses, people, and experiences that I steadfastly believe embody Guidara's principles, for which I am forever grateful.

Introducing, my Unreasonable Hospitality List.

1. Dukes Hotel - London, England

Dukes Hotel in London is more than just a place to stay—it’s a love letter to classic British charm, wrapped in impeccable service and thoughtful, almost cinematic moments of hospitality. A small, quintessentially British property tucked away in St. James’s, Dukes quietly but confidently packs a punch with its guests, offering a level of warmth and elegance that’s increasingly rare. After staying here, I can say with certainty: I’ll never stay anywhere else in London again.

From the moment you arrive, it feels like stepping into another era—in the best way. Real keys (yes, actual metal keys!) are kept for you behind the front desk, and the hotel’s storied Dukes Bar still serves the legendary martini that inspired Bond himself. The whole property feels like a well-kept secret—one the staff is clearly proud to protect and celebrate. Every interaction feels like a curated experience, steeped in the hotel’s rich history and handled with a modern sense of joy and reverence.

One night, my friends and I found ourselves not-so-quietly sipping bottles of wine—gifted to us after hours—in the same sitting room Princess Diana is rumored to have slipped away to for afternoon tea. The staff had orchestrated the moment without fanfare, but with the kind of wink-and-nod hospitality that made us feel like we were part of the story, not just staying near it.

And it didn’t stop there. When we asked about getting to the Eras Tour, the concierge seamlessly arranged luxury transport for our entire (very excited) group. But what truly took our breath away was what we returned to: our rooms had been decorated with balloons, and handwritten cards were waiting for each of us—celebrating our night, our friendship, and the pure joy we were still buzzing with.

Dukes isn’t just a hotel. It’s an experience so thoughtfully personal that it becomes part of your own story. A place where hospitality isn’t just excellent—it’s extraordinary, intimate, and unforgettable.

2. Iberian Pig Buckhead - Atlanta, Georgia

The Iberian Pig Buckhead has effortlessly become one of our go-to spots—whether we're settling in for a boozy, hours-long dinner that stretches late into the night, or hosting a more polished, elevated experience for Carter's clients. It strikes that rare balance between lively and refined, making it feel just as perfect for a celebratory evening as it is for a business dinner that needs to impress without feeling stiff.

The kitchen is not only inventive and consistent—it’s also incredibly accommodating. As someone with a gluten allergy, I’ve been blown away by how attentive and flexible the team is, always making sure I can enjoy the full experience without stress or compromise. That kind of care isn’t always a given, and here, it’s just second nature.

But the real heartbeat of our nights at Iberian Pig is the ever-wonderful Christopher Dally, the dining room manager. We have loved striking up a relationship with him and our last few visits have ended up with us calling him over—whether to swap stories, share laughs, or dive into a few impromptu wine tastings. He has the rare ability to elevate a dinner into a night to remember, simply by being himself: warm, witty, and deeply passionate about the experience he’s creating.

It’s places like this that keep us coming back—where the food is outstanding, the atmosphere is magnetic, and the people make it personal.

3. Pure Barre Virginia Highlands - Atlanta, Georgia

My first entry on the list that is outside the traditional "hospitality" space, Pure Barre Virginia Highlands exemplifies the heart of Will Guidara’s writings—the belief that with intention you can transform ordinary experiences into something unforgettable. While Katy and her team could rest on the laurels of a well respected brand, she has transformed a simple fitness studio into a community where members are seen, valued, and deeply supported in ways that extend far beyond the barre.

I’ll never forget the day I broke down in the middle of class—utterly exhausted and emotionally frayed after a long, brutal night of caretaking for my husband after a particularly grueling round of chemo. I was mortified. Crying in public, especially in the middle of a workout, felt like the ultimate vulnerability. But instead of awkward silence or polite glances away, I was met with overwhelming compassion from the team. No judgment. Just kindness.

But it didn’t stop there. When I came back to my next class, there was a handwritten card waiting for me—filled with words of love and encouragement from the entire team—and a gift card to a local shop that makes comforting casseroles and premade hearty dinners. It was such a small, quiet gesture. They probably don’t even remember it. But I do. I still cry when I think about it.

That moment taught me that this studio isn’t just about building physical strength—it’s about creating a space where people can find resilience when they feel broken. And Pure Barre Virginia Highlands embodies the very spirit of unreasonable hospitality in seeing their clients through that.

4. Grape Tours & Chef Francesco - Tuscany Region, Italy

Our day with Grape Tours in Tuscany was nothing short of magical, thanks in large part to our incredible guide Matteo. He led us through an intimate exploration of the region, discovering exclusively local, sustainable, and small producers that truly embody the heart and soul of Tuscany. Each stop felt like a personal invitation into the world of the artisans, whose passion for their craft was palpable and inspiring.

But the absolute highlight of the day—one I’ll cherish forever—was the homemade meal in the private home of Chef Francesco Spano. We dined on the most delicious risotto, fresh vegetables, and a variety of other homemade delicacies, all served on his grandmother’s Ginori plates. The setting was intimate, nestled right next to his kitchen, with the warm and inviting smell of the meal filling the air. To top it off, his darling dog, Syrah, sat peacefully at our feet as we savored each bite. It felt like we were being welcomed into a family rather than just guests at a meal.

This experience wasn’t just about the food—it was about the heart behind it. Francesco’s willingness to share his home, his food, and his story with us was a perfect example of Will Guidara’s Unreasonable Hospitality: creating an experience so personal, so thoughtful, that it transcends expectations and becomes unforgettable. It was genuinely one of the most special, authentic experiences of my life, and I will forever be grateful to Matteo and the Grape Tours team for facilitating such a meaningful journey through Tuscany.

5. Drake Social - California & Georgia

Drake Social, led by the incredibly talented Courtney Drake and assisted by Cait Madden, turned my wedding dreams into a breathtaking reality. From the very beginning, they took the time to get to know us as a couple over glasses of wine and detailed discussions about how we came to meet and our hopes for the future. From there, they listened attentively to our vision: a warm, intimate winter dinner party by candlelight. But what they delivered went far beyond that vision, creating a luxurious and magical atmosphere that still felt welcoming. The reception reveal was nothing short of spectacular, every detail carefully thought out, and it was a moment I will never forget.

What sets Drake Social apart from so many other self-proclaimed “full-service” wedding planners is that they actually deliver on that promise. From the very start, I didn’t have to lift a finger. Every vendor communication, logistics detail, design choice, and financial management was taken care of seamlessly. They even handled the small but incredibly thoughtful touches—like the coffee delivered to our room on the wedding morning. 

Their go-to vendors were equally extraordinary. Willet Photography captured every moment with breathtaking beauty and elegance. Andy Beach’s florals and design transformed the space into something out of a dream. And Erin Ryser’s "gilding of the lily" helped me feel like the most beautiful version of myself. It was a true team effort, and I could feel the care and attention to detail from every person involved.

6. Little Sparrow - Atlanta, Georgia

Little Sparrow in Atlanta is a true culinary haven, with French underpinnings that inform its rich, yet approachable menu. From the moment you step in, you're transported into a space where the charm of classic French cuisine meets Southern warmth and hospitality.

What sets this gem apart, however, is not just its food, but its magical wine list, which is curated to be as intuitive as it is impressive. You don’t need to be a wine expert—just choose based on how you feel, and the perfectly paired bottle will find its way to you. It's an experience that makes wine exploration feel effortless and exciting, with each glass complementing the meal in surprising and delightful ways.

But for me, it was a moment of true unreasonable hospitality that made the night unforgettable. I was served the most decadent brie dish—rich, creamy, and utterly divine—and in passing, I mentioned how perfectly it would pair with apples. I didn’t think much of it, nor did I expect anyone to pay any attention (Carter, who was with me, probably wasn't even listening, let's be honest). Yet, within 10 minutes, I was presented with a delicate plate of perfectly fanned Granny Smith apple slices, beautifully plated and waiting to be savored alongside that brie.

I still giggle when I think about it—how such a simple, spontaneous comment turned into an unforgettable, thoughtful gesture. It was a quintessential act of unreasonable hospitality, something straight out of the moments you read about in Will Guidara’s Unreasonable Hospitality—a legend moment, as industry insiders would call it. It's that kind of personal, thoughtful touch that elevates Little Sparrow from just a meal to a memorable experience that keeps us coming back to celebrate our most special moments.

7. Four Seasons Bora Bora - French Polynesia

The Four Seasons Bora Bora is the epitome of luxury, a place where we experienced a level of service that felt like it could only exist in a dream or on an episode of White Lotus. From the moment we stepped off the boat, they literally knew our names without needing introduction, as if we were long-time friends. It’s a level of bespoke service that, frankly, we may never encounter again—a seamless blend of effortless attention and subtle elegance that made us feel like we were the only guests in the world.

Surrounded by true affluence and celebrity, we were keenly aware that the world we were entering was one we would never fully inhabit. But for that brief moment, it was a treasure—a fleeting glimpse into a world of rarefied luxury that was so fun to try on for a quick costume change.

The food was like nothing we’d ever experienced. Fresh fish was caught right from the ocean, boated up to the pool, and freshly cut and served to us with flawless precision. It was an immersive, sensory experience that felt as much about the connection to the land and sea as it was about the culinary indulgence. The wait staff was always a step away—either ready to meet our needs within seconds or arriving at our private overwater bungalow within five minutes, always anticipating, always present without being intrusive.

The only brief hiccup of our stay was when our private island dinner got rained out, the staff at the Four Seasons didn’t miss a beat. They painstakingly transformed an otherwise modest, covered setting into something even more magical than originally planned—a beautifully set tablescape, sheltered from the rain but still open to the French Polynesian night sky, where we could savor the moment in comfort and beauty. The grand crescendo of the night, however, was when we asked to hear one of our favorite songs, La Vie En Rose. Not only did they play it for us, but they brought out a bottle of aptly named Rosé—La Vie En Rose Cinsault Rosé—for us to sip as we swayed gently underneath the starlit sky. It felt like an intimate, personal celebration crafted just for us, a memory we’ll carry forever.

8. Kathryn Crabtree - Atlanta, Georgia

Kathryn Crabtree of The Boyd Group at Sotheby’s Atlanta is the embodiment of Unreasonable Hospitality in the world of real estate. She’s not just a diligent and meticulous negotiator—though she’s absolutely that—she’s also someone who shows up with genuine care, relentless attention to detail, and a mindset of service that goes far beyond the expected. She was patient, fully responsive, and truly full-service throughout the entire process. And if she didn’t know an answer? It was never a deflection—it was always, “Let me find out,” followed by thoughtful, thorough follow-through.

What makes Kathryn truly exceptional is the way she continues to show up long after the closing papers are signed. Kathryn coordinated movers, painters, electricians, and even home organizers for us in tandem with finalizing the transaction.  Even years later, she still shares premier, well-guarded gems when needed. That ongoing generosity is the essence of unreasonable hospitality: continued moments of care, rooted in authenticity.

When the time comes for our next move, there’s absolutely no question who we’ll call. Kathryn doesn’t just help you buy or sell a house—she creates an experience that’s personal, elevated, and unforgettable.