HL Launches Hotel Group

“Ho-tel, Mo-tel, Holiday Inn…..”

HL LAUNCHES HOTEL GROUP!!!

AMBER ASHER – SUPERSTAR FORMER CEO

OF STANDARD HOTELS TO LEAD THE WAY

HL has launched our Hotel Group and we are delighted to have landed superstar attorney and CEO, Amber Asher, to lead the way as an HL partner.  Amber was the General Counsel at Standard Hotels before taking over as CEO where she grew and expanded Standard Hotels from four hotels to twenty-five around the world before selling to Hyatt in a blockbuster deal.

Amber understands hotels from the inside out and we are thrilled that she has joined HL to grow our hotel practice as we continue to expand our one-stop-shop for the hospitality industry.  You can read the press release below.

Feel free to reach out to Amber at: [email protected]

More Exciting HL Firm News:

– HL has named Jason Dunietz as a Partner of the firm.  Jason continues to lead our stellar Real Estate group as he joins the partner table.

– Tyler Morris has been named Chair of the Litigation Group as he continues to fight the good fight for HL clients. Tyler handles ADA cases, partner disputes, real estate matters and so much more!

– Adriana Golovatii has been promoted to the position of Licensing Supervisor in our Licensing Group. Adriana will manage the licensing clerks and work on more complex licensing matters – and you know there’s no shortage of those.

– Cara Onofrietti has been promoted to the position of Licensing Clerk in our Licensing Group. Cara is now running our liquor license renewal program.

Congratulations to everyone on your well-deserved promotions!

Here is the press release for Amber and our Hotel Practice:
FORMER STANDARD HOTEL CEO AMBER ASHER JOINS NATION’S LEADING RESTAURANT LAW FIRM TO LAUNCH ITS HOTEL PRACTICE

NEW YORK, NY — [January 12, 2026] — As the hotel industry shifts toward experience-led models — with food, beverage, and lifestyle programming playing an increasingly central role in competition and revenue generation — Helbraun Levey, the country’s most established restaurant law firm, today announced that Amber Asher, former CEO of Standard International, the company behind iconic hotel brands, The Standard and Bunkhouse hotels, has joined as Partner and Chair to scale its hotel practice.

As major hotel groups increasingly absorb lifestyle and independent brands, Asher identified a growing gap in the market: the need for legal counsel shaped by real business and operating experience.  The Hotel Practice is designed to support operators, brands, owners, developers, and investors launching and scaling their brands and portfolios while navigating consolidation, experience-driven growth, and increasingly complex partnerships. The group will advise across hotel development and acquisitions, management and licensing structures, joint ventures, franchising, branded residences, mixed-use projects, and food-and-beverage partnerships, as well as related corporate, employment, intellectual property, technology and day-to-day general counsel matters.

“Just as hotels are no longer simply places to stay, food and beverage can’t be treated as an afterthought; it’s central,” said David Helbraun, Founder and Managing Partner of Helbraun Levey. “Amber has built hospitality businesses from the inside. I’ve spent decades backing chefs and operators as they grow. We both understand hospitality from the inside out — the creativity, the pressure, the thin margins, and the constant challenge of staying relevant and profitable, especially at scale. This partnership brings that experience together at exactly the moment the industry demands it.”

Under Asher’s leadership, Standard International scaled from four U.S. hotels into a global platform with 25 hotels across the world  and a robust international pipeline, achieving approximately 400% topline revenue increase between 2019 and 2024, culminating in a landmark sale to Hyatt Hotels Corporation for up to $335 million. Her career spans nearly 25 years starting as a real estate attorney at Latham & Watkins in NYC to in-house counsel roles at Morgans Hotel Group and André Balazs Properties to eventually spending the last 7 years leading Standard International as President and  CEO.  With a deep understanding of hospitality from every angle and through multiple cycles, Asher brings a holistic and strategic approach to the firm.

“While I never anticipated returning to a law firm, Helbraun & Levey is a special place with a deep and authentic connection to the hospitality industry. I’ve known David Helbraun for more than a decade and have watched him build his practice with integrity, thoughtfulness, and genuine care for both his clients and the industry as a whole—representing many of the most compelling chefs and restaurant brands in New York City and top U.S. markets. The firm is a true partner to its clients, offering not only exceptional legal counsel but strategic guidance that helps businesses grow and evolve.

I’ve always seen my greatest strength as being a dealmaker, counselor, strategist, and problem-solver—someone who understands the business realities behind the legal work. As the hospitality industry continues to consolidate and new brands emerge, this role allows me to advise clients not only as a former General Counsel, but as an industry leader who has sat on every side of the table—as a brand builder, owner, operator, franchisor, and hospitality executive. It’s a challenging business, but one I deeply love.” said Amber Asher.

Founded in New York with an increasing footprint in Florida, Helbraun Levey represents some of the country’s most influential restaurants and hotels, widely recognized as the strategic one-stop-shop partner for hospitality businesses navigating legal matters.

R.I.P – Bob Weir – Thank you for so many amazing years singing and playing guitar for the Grateful Dead.  We love you and we will miss you dearly.

As always, please contact me by simply responding to this email or at [email protected]

Kind regards,
David