Freehand

What Freehand does

Freehand is a privately held collection of four boutique hotels operating under Freehand Hostel Manager LLC, with properties in Chicago, Los Angeles, Miami Beach, and New York (Flatiron District). Founded in 2018 with 101–250 employees and headquartered in New York, the company blends hostel-style social accommodations — mixing shared dorm rooms with private rooms and suites — with design-driven interiors created by the Roman and Williams studio and custom artwork commissioned from Bard College students and alumni. Each property is anchored by distinctive food-and-beverage programming, most notably the Broken Shaker cocktail bar (Tales of the Cocktail Best American Hotel Bar; James Beard Award semi-finalist), alongside rotating concepts such as The Exchange and Rudolph's Bar & Tea (Los Angeles), Georgia Room and Bar Calico (New York), and Ray's (Miami).

The company's underlying technology stack is light by design: operations and reservations run on the Mews property management platform, restaurant reservations flow through OpenTable and Resy, and distribution includes the company's own website, phone reservations, third-party booking platforms, a Business at Freehand corporate membership program, and a group-bookings channel for events of 10–500 guests. The Freehand Magazine content hub and Instagram presence function as SEO-driven top-of-funnel marketing.

Freehand monetizes through three primary streams: hotel room bookings (rack and promotional rates including 20% off 3+ night stays, 25% off suites via the SUITELIFE code, and 10% newsletter discounts), on-site F&B (cocktail bars, restaurants, and café concepts operated with named partners such as Authentic Hospitality, chef Alex Chang, and Michelin-starred chefs Stone and von Hauske), and private events (cocktail receptions, seated dinners, corporate events, and film/photo shoots using venues such as the Secret Garden, Georgia Room, and Georgia Room mezzanine). Customer segments span leisure travelers, business travelers (via Business at Freehand), group bookings, and social/event bookers, with no disclosed enterprise concentration.

Name

Freehand

Legal name

Freehand Hostel Manager LLC

Website

https://freehandhotels.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

101–250 employees

Short description

Freehand is a privately held collection of four design-led boutique hotels (Chicago, Los Angeles, Miami, New York) that combine hostel-style social accommodations with award-winning food and beverage, serving leisure travelers, business travelers, group bookers, and event clients.

Ownership category

akta.pro rank

Product category

Boutique Hotels

NAICS

Hotels (except Casino Hotels) and Motels (721110), Hotels (except Casino Hotels) and Motels (72111), Accommodation (721), Snack and Nonalcoholic Beverage Bars (722515)

SIC

Hotels, Rooming Houses, Camps & Other Lodging Places (7000), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Boutique Resorts (Small-Scale Resorts) (THAGADAJ)

akta.pro secondary industries

Midscale Limited-Service Hotels (THAGABAC), Adults-Only Boutique Hotels (THAGADAI), Hosted Private Rooms (On-Site Host) (THAMABAB)

Keywords

• Boutique hotel collection
• Hybrid hostel hotel
• On-site food beverage
• Private event venues
• Corporate travel program

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices4 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain, Technology or R&D

Revenue model

1. Hotel Room Bookings: Core revenue from hotel accommodations including shared dorm rooms, private rooms, and suites across four properties. Flexible rates with various promotional offers including extended stay discounts and direct booking incentives.
2. Food and Beverage: On-site restaurants and bars including Broken Shaker cocktail bars, The Exchange restaurant, Rudolph's Bar & Tea, Bar Calico, Georgia Room, Smile To Go, and café concepts. Features award-winning cocktail programs and diverse cuisine options.
3. Private Events: Event space rentals for cocktail receptions, seated dinners, corporate events, activations, and film/photo shoots. Venues include Secret Garden (Miami), Georgia Room (NYC), and various semi-private spaces.
4. Business at Freehand Membership: Corporate membership program offering discounted rates starting at 15% off best available rates, complimentary WiFi, and flexible cancellation for business travelers. Extends to sister property Generator in DC, Miami, and NY.
5. Go Green Program: Sustainability initiative where guests opting out of housekeeping in private rooms receive $5 Freehand vouchers, generating revenue while reducing operational costs.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels5 records

Core offering

Freehand is a collection of four boutique hotels (Chicago, Los Angeles, Miami, New York) that combines hostel-style social accommodations with hotel-quality rooms ranging from shared bunk dorms to private suites and a two-story penthouse. Each property features interiors designed by Roman and Williams, custom-commissioned artwork by Bard College students and alumni, and on-site award-winning food and beverage venues including the signature Broken Shaker cocktail bar, full-service restaurants, cafés, and event spaces available for private bookings of 10–500 guests.

Product overview

Freehand is a four-property hotel collection (Chicago, Los Angeles, Miami, New York) that blends hostel-style social community with boutique hotel design and award-winning food and beverage. The portfolio includes the core Freehand Hotels brand across all four properties, the signature Broken Shaker cocktail bar present at every location, The Exchange restaurant and The Exchange Coffee Co. in Los Angeles, Rudolph's Bar & Tea in Los Angeles, Ray's bar in Miami, Georgia Room and Bar Calico in New York, and Smile To Go café in New York. Properties are designed by Roman and Williams, with custom artwork by Bard College students. Accommodations range from shared bunk rooms to premium suites and a two-story penthouse. A corporate membership program (Business at Freehand) and Freehand Magazine content platform complement the guest experience. Bookings are handled through the Mews property management system.

Differentiator

Problem solved

Functional benefit

Brands

• Broken Shaker: Award-winning cocktail bar featured at all Freehand locations. Winner of Tales of the Cocktail's Best American Hotel Bar award and James Beard Award semi-finalist. Known for handcrafted cocktails with homemade elixirs, syrups, and infusions.
• The Exchange
• The Exchange Coffee Co.
• Rudolph's Bar & Tea
• Georgia Room
• Bar Calico
• Smile To Go
• Ray's
• Business at Freehand

Products and services

• Freehand Hotels Four-property boutique hotel collection (Chicago, Los Angeles, Miami, New York) offering hybrid hostel-hotel accommodations ranging from shared bunk dorms to private suites and a two-story penthouse. Interiors designed by Roman and Williams with custom artwork by Bard College students and alumni; bookable direct or via the Business at Freehand corporate program.
• Broken Shaker Award-winning cocktail bar present at all four Freehand properties, known for handcrafted cocktails using house-made elixirs, syrups, and exotic ingredients. Winner of Tales of the Cocktail's Best American Hotel Bar award and James Beard Award semi-finalist.
• The Exchange (Los Angeles) Full-service restaurant at Freehand Los Angeles serving Mediterranean and Southern Californian cuisine led by chef Alex Chang and the Bar Lab team; first California restaurant from Roman & Williams.
• The Exchange Coffee Co. Specialty coffee bar at Freehand Los Angeles offering fine coffees, matcha lattes, teas, fresh juice, and breakfast/lunch items made with seasonal ingredients.
• Rudolph's Bar & Tea Lobby bar at Freehand Los Angeles featuring tea-infused cocktails, a full tea service, and light bites; named after Rudolph Rosenberg, former owner of the historic Commercial Exchange building.
• Georgia Room Southwestern soul-inspired event and lounge venue on the mezzanine level at Freehand New York; available for private events and serving as a community gathering point for locals and travelers.
• Bar Calico American Southwest-inspired cocktail bar at Freehand New York, interconnected with Georgia Room; menu of 15 custom cocktails developed by Head Bartender Alex Dominguez, plus prestige Japanese whiskey and sotol tasting experience.
• Smile To Go Café at Freehand New York serving healthy Mediterranean-inspired fare by chef Melia Marden with daily rotating seasonal ingredients, pastries, and coffee for dine-in or takeout.
• Ray's (Miami) Hometown bar at Freehand Miami operated by Authentic Hospitality, serving classic bar bites, beers, and cocktails with a disco ball and pool table; open seven days a week.
• Business at Freehand Corporate membership program for business travelers offering discounted rates starting at 15% off best available rates, complimentary WiFi, and flexible 6pm day-of-arrival cancellation; extends to sister-property Generator Hotels in Washington D.C., Miami, and New York.

Quantifiable outcome

• Top 15 hotels in Los Angeles for four consecutive years (Condé Nast Traveler)
• +2 more outcomes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature4 records

Partnerships

Eight partnerships are on record, tiered core and minor.

• Roman and WilliamscoreStrategic or Co-development PartnerNew York-based design studio founded in 2002 by Robin Standefer and Stephen Alesch. Responsible for all Freehand hotel interiors, creating distinctive spaces blending historical elements with modern references. Also designed custom furniture and fixtures. Credited with disrupting the hospitality industry by creating an alternative to the 'boutique' hotel model. Notable projects include Ace Hotel New York, Boom Boom Room at Standard Highline, and Chicago Athletic Association Hotel. Received National Design Award 2014 and recurring presence in Architectural Digest Top 100.
• Bard CollegecoreStrategic or Co-development PartnerProvides custom-commissioned artwork by Bard College students and alumni throughout Freehand properties. Creates unique artistic atmosphere and supports emerging artists. Bard College has approximately 150-year history with about 2,000 undergraduates at main campus and expanding graduate programs.
• Smile To Go (Matt Kliegman and Carlos Quirarte)minorStrategic or Co-development PartnerOperators of Smile To Go café at Freehand New York. Also operate The Smile café on Bond Street in Manhattan (opened 2009) in a landmark 1830s Federal-style townhouse. Executive chef Melia Marden provides Mediterranean-inspired fare rotating daily. Second location opened in DUMBO at Empire Stores in 2017.
• Authentic HospitalitycoreStrategic or Co-development PartnerCreative minds behind some of New York's most celebrated venues, including Broken Shaker. Known for bold approach to design and guest experiences. Joined Freehand Miami in December 2024 with Ray's bar concept. Creates spaces that feel both exciting and inviting with commitment to welcoming atmosphere.
• Jeremiah Stone and Fabian von Hauske (Michelin Star Chefs)minorStrategic or Co-development PartnerMichelin-starred chefs providing pan-Caribbean bites at Broken Shaker Miami location.
• Generator HotelsminorStrategic or Co-development PartnerSister hotel brand with footprint in Washington D.C., Miami, and New York. Business at Freehand membership extends rates to Generator properties, providing expanded options for corporate travelers.
• Alex Chang (Chef)minorStrategic or Co-development PartnerAngeleno chef best known locally for Paladar dinner series. Leads The Exchange restaurant team at Freehand Los Angeles, bringing multi-cultural Mediterranean flavors inspired by urban LA.
• Alex Dominguez (Head Bartender)minorStrategic or Co-development PartnerHead Bartender at Bar Calico NYC, developed 15 custom cocktails and oversees prestige Japanese whiskey section and extensive sotol tasting experience.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Generator Hostels: Design-led hostel-hotel hybrid with locations across Europe and the US. Identified as Freehand's sister brand with cross-membership via Business at Freehand, sharing a similar social/community-driven lodging model.
• Ace Hotel: Pioneering boutique-lifestyle hotel chain combining design-forward interiors with curated food & beverage programming. Closest comparable to Freehand's hybrid model and Roman and Williams design DNA (Ace NYC was a Roman and Williams project).
• citizenM: Compact, design-driven lifestyle hotel brand in major global cities with high-tech, app-led guest experience. Competes for the same urban millennial/business traveler segment at premium price points.
• The Standard: Boutique lifestyle hotel collection known for design-forward properties and award-winning F&B programming. Comparable to Freehand in emphasis on bar/restaurant culture and neighborhood-rooted positioning.
• Yotel: Compact, urban-focused hotel brand with modular rooms and tech-forward design in major cities including NYC. Competes for price-sensitive urban travelers seeking design quality.
• Pod Hotels: Compact urban hotel brand with multiple NYC properties offering mix of shared and private rooms at value price points. Direct competitor in the hybrid hostel-hotel urban segment.
• 21c Museum Hotels: Boutique hotel brand combining contemporary art museum programming with lodging. Comparable in its integration of curated cultural experiences (akin to Freehand's Bard College art program) with hotel operations.

Broad incumbents

• Moxy Hotels: Marriott's lifestyle/midscale hotel brand targeting design-conscious millennial travelers with smaller rooms and social common spaces. Direct competitive overlap with Freehand's value-boutique positioning at much greater scale.
• Marriott Bonvoy (lifestyle portfolio): Major hotel company with multiple lifestyle brands (Moxy, Aloft, Edition, W) competing for Freehand's design-conscious traveler segment. Broader incumbent scale advantage in distribution, loyalty, and corporate travel.

Emerging players

• Selina: Hostel-hotel hybrid targeting digital nomads and experiential travelers with co-working, wellness, and social programming. Closest conceptual peer to Freehand's hostel-hotel hybrid model, though focused on Latin America and emerging destinations.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/freehandhotels
• Xx.com/freehandhotels
• LinkedInlinkedin.com/company/freehandnewyork

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Freehand