A large building with a fountain in front of it.

"It's just great when you can work with people that you trust to handle something as integral as music is to creating the atmosphere you're looking for — and not have to worry about it."


- Fred Wurster, Director of Food & Beverage, Hotel Greystone



Hotel Greystone Finds the Right Frequency for South Beach

The Challenge:

One Property. Many Moods.


Managing four food and beverage outlets in one of the most competitive hospitality markets in the country is a job with a lot of moving parts. For Fred Wurster, Director of Food & Beverage at Hotel Greystone, music is one of the parts that can make or break an experience — and getting it wrong is easy to do.


"When you're dealing with a boutique property in South Beach, you're not dealing with one kind of guest," says Wurster, who has been with Hotel Greystone since 2021 and brought more than a decade of food and beverage experience from properties including MGM Grand in Las Vegas.


"The person sitting at Sérêvène on a Saturday night is not the same person grabbing something at Kobo on a Tuesday morning."


That dynamic gets even more layered when you factor in seasonality. During peak season, Hotel Greystone draws a heavy mix of tourists who come to Miami specifically for the Miami experience.


"They want that Miami vibe," Wurster says. "And you give it to them."

But in the slower months, when the guest mix shifts toward locals and regulars, the expectation changes. Those guests aren't looking for the same thing a first-timer is.


"They want a reprieve," he says. "Something a little different from what they always get everywhere else."


That calibration plays out across multiple outlets, across different seasons, and across a guest base that changes day to day. It's where a generic playlist falls apart.

A man with a beard is smiling in front of a white brick wall.

"Every property has its own rhythm. Our goal is to figure out what that rhythm is and make sure the music reflects it, whether that's the energy of peak season or the more intimate feel a regular is looking for on a quiet Tuesday."


- New Level Radio CEO and

Co-founder Nathan Green

The Solution:

Music That Works Without You Thinking About It


New Level Radio was already part of the Hotel Greystone setup when Wurster came on as Director of Food & Beverage.


What he needed to know was simple: could he trust them to handle it?


"Music is critical to what we're doing in every one of our outlets," he says. "But I don't have the bandwidth to be curating playlists. My music knowledge peaked, I think, in 2012."


New Level Radio built a customized programming approach for the property — one that accounts for time of day, season, and the distinct personality of each outlet.


New Level Radio CEO and Co-Founder Nathan Green says that kind of customization is where the work really begins.


"Every property has its own rhythm," Green says. "Our goal is to figure out what that rhythm is and make sure the music reflects it, whether that's the energy of peak season or the more intimate feel a regular is looking for on a quiet Tuesday."


What Wurster didn't expect was how collaborative the process would become. One of his bartenders, who has deep personal knowledge of music and stays current with new tracks, has built a great working relationship with the New Level Radio team.


"He'll say, 'Hey, I just heard this new track, I think it would be a great fit,'" Wurster says. "And the team will listen to it and add it immediately if it works. It's very collaborative. I love that."

That back-and-forth has kept the programming feeling fresh rather than formulaic, which matters in a market where guests have heard everything.



A large building with a lot of windows is lit up at night.

"If something comes up and you need it fixed, New Level Radio's customer service piece is huge. You need people who understand the business you're in and respond accordingly."


 - Fred Wurster, Director of Food & Beverage, Hotel Greystone








The Result: 

Guests Feel It Before They Notice It


In hospitality, the best vendors are the ones you don't have to think about. Wurster puts New Level Radio in that category.


"It's just great when you can work with people that you trust to handle something as integral as music is to creating the atmosphere you're looking for," he says, "and not have to worry about it."


When something does come up, the response is there. Wurster says the customer service has been consistently reliable, which matters at a property that operates around the clock.


"If something comes up and you need it fixed, New Level Radio's customer service piece is huge," he says. "You need people who understand the business you're in and respond accordingly."


For Green, the Hotel Greystone partnership reflects what New Level Radio aims to do for any hospitality client: take something important off the plate of an already stretched team and handle it with care.


"When music is done right, nobody talks about it," Green says. "The guest just feels it. They stay a little longer, they come back, they feel like the place gets them. That's what we're going for."