Today we’d like to introduce you to Michael Greco.
Michael, please share your story with us. How did you get to where you are today?
I am originally born and raised from New York City, where I started working in the restaurant business when I was a teenager. Mainly as a means of supporting various dreams like standup comedy and writing. Fast forward from there, I then moved on to an extensive career in Las Vegas, in the nightclub, hospitality and entertainment industries. I started at the Hard Rock Hotel, and was on the cutting edge of the nightclub explosion, and was a creator of Rehab, the transcendent daytime pool party. From there, I was the VP of Entertainment at PURE Management Group, where I oversaw entertainment relations and experiences at all their properties including the glamorous PURE nightclub at Caesars Palace for a number of years. My last place was called FIZZ, a luxurious Champagne Lounge inside of Caesars Palace, that was in partnership with David Furnish and Sir Elton John. After eleven years on the Vegas scene, I then ventured out to Los Angeles in 2015 to work with The Bungalow in Santa Monica and later opened their Huntington Beach location. And then finally, in 2019, I opened up my long time dream of an Italian & Californian coastal restaurant concept, Fia, located in the heart of Santa Monica.
Fia is sexy and romantic. Every detail is crucial to the finished project. It takes the best of what I’ve learned in over thirty years in the hospitality and entertainment industries and combines it with years of traveling the globe, and “borrowing” from my favorite places on the planet, include Positano, La Jolla, New York City, and Champagne, France. Some people chase the perfect wave. I chase the perfect hospitality experience.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
It’s been far from a smooth road. It’s had its moments of a wide-open highway where you feel like you’re flying, but there have been challenges. Obviously, Covid-19 has created the largest challenge that most of us have ever experienced. September 11 was another one of those times. But like then, I believe that the human spirit is resilient and we will bounce back better than ever. The biggest challenges are usually with people, more specifically how we manage each other’s egos.
I’ve learned that this business requires collaboration. I’ve learned to hire slowly and take my time formulating my opinions about one’s ability to do a job. I seek out passionate, independent thinkers who are never content. And then, I let them know what I think and encourage them to challenge me. There’s nothing I like better than when a team member makes a great argument and elevates the experience.
Fia Santa Monica – what should we know? What do you do best? What sets you apart from the competition?
Fia offers a stunning outdoor garden space located in the heart of Santa Monica. Our menu highlights the freshest, seasonal ingredients inspired by California and Italian coastal cuisine. Our service mantra is rooted in a dedication to hospitality – service, service, service. Our Executive Chef, Brendan Collins, is consistently creating an ever-evolving and shareable menu that delivers on flavor and execution. Globally inspired and rooted in a laid back California style, he has created a craveable menu that has something for everyone. We also offer carefully crafted cocktails, which include an old and new world wine list.
As a company, I’m most proud of when guests bite into something delicious, or sip something sublime, or hear a song that makes them move. It’s always about the instant gratification of realizing that what we’re doing is working. I love surprising people.
I believe the most important factor behind my success and what sets me apart, is learning from my failures. Both as a man and an entrepreneur. I’ve learned how to listen and not react. I’ve learned patience and to always treat every individual with dignity and respect. I’ve learned that I’ll always strive for perfection, but never be perfect. When it comes to branding, I’ve learned that consistency is king.
Contact Info:
- Address: 2454 Wilshire Blvd, Santa Monica, CA 90403
- Website: https://www.fiarestaurant.com/
- Phone: (424) 280-4196
- Email: [email protected]
- Instagram: https://www.instagram.com/fiarestaurant/?hl=en
- Facebook: https://www.facebook.com/FiaRestaurant/
- Yelp: https://www.yelp.com/biz/fia-restaurant-santa-monica-2
Image Credit:
Xavier Flores, Wonho Frank Lee
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