The Suite Life of Entrepreneur Sarah Wetenhall

President and owner of The Colony Hotel, Sarah Wetenhall, has transformed the Palm Beach destination into one of the most iconic hotels in the country. Equipped with a background in fashion PR and a knack for knowing what Palm Beachers and vacationers want, she’s leading the pack for female entrepreneurs in changing the hospitality industry today. Read on, as the Spotlight is now on Sarah!

BY SYDNEY SADICK PHOTOGRAPHY BY HANNAH TURNER-HARTS

Sarah, I think at one point everyone had a dream of living in a hotel, especially during childhood—and you actually get to run one! Did you ever think that you’d be at the helm of one of Palm Beach’s most iconic hotels? While we never imagined that we would actually own The Colony someday, [my husband] Andrew and I did spend decades visiting the hotel as guests. From those visits, we had so many hopes and dreams of what this special place could become, with the right vision, leadership, and guidance. We always knew that The Colony had such potential, and we felt a deep motivation to ensure its continued relevancy for generations to come. For those who don’t know the backstory, how did you land as president and CEO of The Colony?

My late father-in-law, Bob Wetenhall Sr., acquired the hotel in 1970 and, together with his business partner, they owned the property for many years. Even after his ownership ended, Bob kept an apartment in the penthouse of the hotel. I first came to the hotel as a college student with my now husband, and we have been on property every year since, so the hotel has held a special place in our family’s life for decades. Andrew and I wholly acquired The Colony in late 2016. You’re originally from Blue Springs, Missouri. What originally brought you to New York City?

My handsome husband, Andrew, and I met at Vanderbilt University. Upon graduation, he was recruited to join a large Wall Street firm, while I secured a job in the PR department at Calvin Klein. We decided to make the move together, although it was less of an adjustment for him as he had roots in NYC, having grown up in nearby Rye, New York. Tell us about your background in fashion. You’ve worked at some of the industry’s most influential brands!

Good design does speak to me. I started my career in the public relations offices of Dolce & Gabbana, Calvin Klein, and Hugo Boss. It was through those brands that I learned the importance of brand identity and clear brand values. What does a typical day in your role as CEO look like?

After making breakfast for my three children and dropping them off at school, I try to start my day with an hour of yoga to clear my head. Then I usually have back-to-back Zooms if I’m in New York, or in-person meetings if I’m in Palm Beach. These meetings can include everything from renovation updates and budget reviews to marketing strategy, event planning, and brand partnerships. I’m frequently on the phone with hotel leadership to ensure that everything we do is up to the highest standard, personalized, and, of course, on brand. After various meetings and brainstorm sessions, I either spend time with family or head to important community and philanthropic events. How do you balance your time between your home base, NYC, and Palm Beach? And then, of course, the Hamptons?

With a lot of miles on Delta and JetBlue! I generally alternate weeks in NYC and PB during the winter, and we spend all school breaks in Palm Beach. June through September, we’re in Sag Harbor, and I will pop down to Palm Beach as needed during those summer months.

When I was growing up, The Colony was where my grandparents’ generation wanted to be. Now, it’s where 20–30 year olds want to spend their time. How did you tap into this next wave of clientele?

The Colony is a multigenerational hotel, so we hope to be where your grandparents and your peers want to be. We were able to reconnect with younger guests, in addition to their older counterparts, by offering thoughtful and well-curated programming that’s not onesize-fits-all. A book signing may appeal to a more mature audience, while a DJ set from Pamela Tick engages a younger crowd. We were one of the first establishments in Palm Beach to create experiences specifically for the newer wave of younger adult guests. It’s the hotel’s 75thanniversary season. How did you ring it in?

It’s a season-long anniversary! We kicked off The Colony Hotel’s 75th-anniversary season with our Southampton pop-up at Christie’s and the sponsorship of the Hampton Classic Horse Show. Then we recently hosted The Colony Ball to ring in the hotel’s 75th New Year’s Eve. But the parties and events will last all season long! The hotel just underwent a major renovation. Give us all the details, please!

The Colony just unveiled a full guest room redesign in celebration of the hotel’s 75th anniversary. The redesigned rooms debuted a capsule furniture collection by Society Social for The Colony Hotel, an 11-piece collection, two years in the making, designed in collaboration with myself and Society Social founder, Roxy Owens. It’s available to consumers and to the trade, and features artisan-crafted rattan and faux bamboo pieces, together with select upholstery items, and is inspired by oldworld Palm Beach. It captures the tropical glamour typical of The Colony Hotel, as well as the playful and vivacious spirit of both brands. Interior walls feature Farrow & Ball paint in heritage colors from the brand’s signature palette, as well as a custom-formulated “Colony Pink” on the hotel’s famous exterior. Renowned fabric house Schumacher also collaborated on the project to re-create

PLUS! 10 Things You Didn’t Know About Sarah

1. I’m a classically trained pianist.

2. I have calligraphic penmanship.

3. I’m naturally introverted.

4. I love vintage place settings and flatware.

5. Paris is always a good idea.

6. We have a Cavalier King Charles spaniel named Palmer.

7. I love the ocean; all my homes are less than one mile from the water.

8. I’m not a great golfer, but I love to play.

9. I’m an only child.

10. I know how to drive an 18-wheeler.

heritage designs customized in pink, green, and blue colors exclusive to the hotel. Outdoors, an analogous collection of lounge and dining furniture by Brown Jordan debuted poolside. What are your top entrepreneurial tips for women looking to run their own business today?

1. Trust your vision and don’t dilute it. What will make you successful is your unique perspective.

2. Learn to let go. You will need to delegate and accept that not every part of your life will look perfect all the time while your business grows.

3. Surround yourself with people who are willing to learn from you, and that you can also learn from.

What’s the greatest challenge of running the hotel?

Running a hotel is 24/7, 365 days a year. The business is literally never closed, so it’s challenging to find a day off.

Most rewarding aspect?

Seeing the hotel literally transform in front our eyes, not just physically in terms of the restoration, but in terms of the vibrancy and life it now has.

What’re you working on now? Since the completion of the guest room redesign, I’ve been working on partnerships and hotel residencies with Dolce & Gabbana, artist-in-residence Ashley Longshore, Asprey, and Dr. Barbara Sturm.

Looking ahead, what are your next goals for The Colony?

We just completed The Colony’s dedicated retail space, The Colony Edit, and I’m enjoying creating and sourcing special apparel, home, gifts, and accessories for the space. We also have two exciting villa design partnerships on the horizon to be revealed this fall. Can we expect other locations? Never say never! We’re actively looking to expand The Colony brand to complimentary markets. Do you have a life motto? Life is about juggling many balls in the air; the key is knowing which balls are rubber and which are glass. When a ball has to drop, make sure it’s the right one! T

HISTORY LESSON TIME!

A few things you might not know about The Colony Hotel, as told by Sarah Wetenhall

T Our swimming pool is the shape of the state of Florida.

T Casa Mañana, home to our seven villa residences, was once a large estate home to William Waller III.

T Although we’re constantly evolving and improving, many of the work that’s being done to our Pink Paradise is actually restoring her to her original form.

T Secret staircases have been discovered that lead to the kitchen and out to the pool.