By: Marissa Ross
In the ever-evolving world of hospitality, few journeys are as inspiring as Sarita’s. Born and raised in the Lower East Side, a first-generation Dominican and mother, Sarita Tabarez made a name for herself in New York City. What began as a college job waiting tables grew into a dynamic career filled with successful ventures, leadership roles, and a lasting impact on the industry.
“I didn’t see myself in hospitality at first, but life has a way of surprising you,” she reflects. At 26, Sarita was a server uptown when a coworker suggested they take a leap of faith and open a space of their own. On a limited budget, they flipped an East Village bodega into Zitella, an intimate restaurant offering Italian fare. “We made a chandelier out of Christmas lights, crafted sconces from Thai and Japanese paper, and called in every favor.” Unbeknownst to them, it became a hot spot hosting the likes of JFK Jr., Sarah Jessica Parker, and Iggy Pop.
After the success of her first restaurant, Sarita opened her second, Tompkins 131, with chef David Honeysett at the helm. They gained recognition for their unique blend of French and Caribbean cuisines, paired with a robust selection of over 55 wines sourced from around the world, including the U.S.— one of the first to do so in the ’90s. Located on the corner of St. Marks and Avenue A, they kept their doors open late and became known as a popular post-show haunt, where you could often catch the casts of ‘Stomp’ and ‘Rent.’
Over time, Sarita decided to sell her restaurants and pivot into the world of private events. She quickly made her mark, starting with a role at Amy Sacco’s Lot 61, which led to her managing special events at The Park. Here, she ran iconic occasions of the late 90s and early 2000s, including Paul McGuinness’s birthday, Destiny’s Child’s first record release party, the ‘Sex and the City’ premiere afterparty, and fundraisers with Dennis Leary for the Leary Firefighters Foundation.
Her growing reputation for creating unforgettable experiences led to an opportunity with Ian Schrager, where she took the lead on high-profile events across his venues. She then became the Director of Events at Soho and Tribeca Grand. There, she strategically rebranded Tribeca Grand by hosting curated special events that re-garnered the brand’s cachet, starting with a notable NYFW party held in collaboration with Zac Posen. Sarita’s success in this role positioned her to advance within GrandLife Hotels, where she was promoted to Director of Food and Beverage and then Director of Sales and Marketing.
With a deep understanding of both the creative and operational sides of the business, Sarita was recruited as the first hire in the Faena District as VP of Business Development. During her time there, she spearheaded their expansion, successfully leading the opening of a second location in Miami. Sarita played an integral role in building Faena, further solidifying her status as a leader in the industry.
For the past three years, Sarita has been at the forefront of NeueHouse as the Vice President of the New York City Flagship. NeueHouse sets the stage for a new way to work, socialize, connect, and be inspired by uniting a thoughtful selection of creative companies and individuals in beautiful and inspiring spaces. Dr.Marcel Reichart, Executive Chair of NeueHouse, emphasizes this distinction, saying, “Today’s talent thrives on flexibility and connection, and traditional offices no longer fulfill those needs. NeueHouse curates work and social ecosystems where creative minds and companies can thrive and succeed.”
Here, she’s used her extensive experience to build upon something truly unique.“At NeueHouse, we don’t just offer spaces—we offer experiences,” she explains. “Our membership tiers are designed like luxury hotel offerings but with a twist. We have everything from a Penthouse Exhibition space to a podcast studio and a cinema, all tailored to meet the needs of our creative community.”
Under Sarita’s leadership, NeueHouse has reached new heights with its cultural programming and private events. In collaboration with Director of Community & Culture Jean-Michelle Lopez, they have built a space to host programming events with the likes of Billy Porter, Carolina Herrera, and Kimbra, inviting them to be creative in ways outside of their usual realm. They have also used the house as a platform offering emerging diverse creatives opportunities for greater exposure. The events at NeueHouse aren’t just about entertainment—they’re about connection. “Our events often come from the ideas and networks of our members, which makes them incredibly personal and impactful,” Sarita says.
One of the most exciting projects Sarita has overseen is the renovation of NeueHouse’s cinema and podcast studio in collaboration with the renowned architect David Rockwell. “David was the original architect for NeueHouse, so bringing him back was a natural choice,” she notes. The result is a space that’s both functional and beautiful, an inspiring environment to create and unwind. Members can use the space for meetings, screenings, panels, and more. It attracts directors, producers, documentary filmmakers, and podcasters. Andrew Saffir has already taken a liking to the space, hosting multiple of his Film Society Screenings in the house, including Are You There God? It’s Me, Margaret, in addition to a Q&A with Rachel McAdams, Faraway Downs hosted by Baz Luhrmann, and a Barbie screening with a conversation with Billie Eilish and Finneas.
Sarita’s influence extends beyond events and spaces—she’s also revolutionized NeueHouse’s culinary offerings. “At NeueHouse, our food and beverage program is thoughtfully designed to fuel the creativity and productivity of our members,” Sarita shares. “We are committed to sourcing the freshest local and seasonal produce, ensuring that every dish not only delights but also supports sustainable farming practices. Our menu is crafted to provide nourishing, balanced meals that energize the body and mind.” The menu, which changes eight times a year, reflects this commitment to quality and wellness, making it a defining feature of the NeueHouse experience. “You will not find baby back ribs here,” Sarita continues, emphasizing that the offerings are designed to energize members.
Sarita Tabarez, Vice President of NeueHouse flagship
This philosophy holds true to the non-alcoholic drinks available, including freshly pressed juices, wellness shots, and mushroom coffee, which support a health-conscious lifestyle. The culinary team never wavers in their ability to focus on creating innovative, energizing options and alternatives. “Sarita challenged me to create sodas that were healthy,” Selma Ljaljicic, the Director of Food and Beverage at NeueHouse, recalls. With a long-held commitment of being opposed to traditional sodas, Sarita instead wholeheartedly endorses the in-house-made soda with bold flavors like turmeric, coconut, and ginger envisioned by Selma.
As Sarita looks ahead, her vision for NeueHouse is clear: to continue creating spaces that inspire and nourish both body and soul. “Wellness is a big focus for us moving forward,” she says. “We’re developing a wellness program that’s all about longevity, rejuvenation, and living your best life at any age.” This program includes a medical team, including a nutritionist and acupuncturist, cosmetic services, hormone replacement therapy, and more, all curated specifically for NeueHouse members who prioritize both traditional and state-of-the-art medical practices.
For those looking to make their mark in the industry, Sarita offers this advice: “Know your business inside and out—from managing a P&L to understanding sales and marketing. But more importantly, focus on people. Build real connections, treat everyone with respect, and create experiences that people will remember. Success in this industry is about more than just numbers; it’s about making people feel seen.”
All of her success has not been without hard work in an industry that men traditionally dominate. The decisive and assertive qualities it takes to be a strong female leader often clash with the reserved and agreeable characteristics society frequently sees as a likable woman. Sarita has managed to walk this delicate line, being a nurturing mentor and collaborator with her staff, telling them to “go play,” or in other words, to go explore, giving them the space to lead themselves. She doesn’t believe in mistakes; everything is a learning curve when in moments of uncertainty, allowing them to work through their own questions and learn from their experiences. Sarita has further expanded the influence of NeueHouse as a working and learning opportunity with the New York Board of Education mentorship program, sending in high school students for internships, with plans to expand it to members.
However, she still manages to make the tough calls when it comes to business, always making sure her voice is heard. With her extensive experience as a woman in the industry, she understands that the outdated gender norms of women being judged more harshly for the same actions men are never questioned for. Her career has paved the way for women in every industry to disrupt stereotypes and continues to redefine what it means to be both a leader and a woman.
Sarita’s journey is a testament to the power of passion, resilience, and a commitment to excellence. From her early days waiting tables to her current role as a leader at NeueHouse, she has consistently pushed boundaries, creating spaces and experiences that leave a lasting impact. Her story is not just about success—it’s about the joy of building something meaningful, one connection at a time.
Published by: Holy Minoza
