Julie Rose

JULIE ROSE
Founder/CEO

Julie began Sweet Hospitality with a vision to elevate theater bars by introducing a yet-to-be-seen array of sweets, savories, and beverages, as well as a “sweet” level of service that made theater more welcoming to everyone.

When she first walked into the Mitzi E. Newhouse Theater in 1986 (a tray of freshly baked brownies in one hand and a vase of floral arrangements in the other), little did she know she was about to revolutionize the Broadway concessions business.

“I remember being a teenager in the Beaumont lobby and seeing Sweet Hospitality Group running concessions,” said Jenny Gersten, VP and Producer of Musical Theater at New York City Center. “They instantly transformed and elevated the entire experience and made concessions more in line with the high-end experience of being at the Lincoln Center.

“Julie saw an opportunity in the concessions space, which is a very difficult space to break into, and was radical enough to say to Lincoln Center that she thought Sweet Hospitality Group could do it better than how they were doing it. Julie disrupted theater concessions before disruption was even an idea.”

Throughout the years, Julie has built an amazing team who have helped expand her original concept and create ground-breaking offerings including show-themed cocktails, souvenir show cups, eye-catching product displays and Sweet Hospitality’s Intermission brand snacks. Today, guests taking in shows in many on-Broadway, off-Broadway, and regional theaters are enjoying enhanced experiences because of these innovations.

Julie is an accomplished pianist and attended the BMI Lehman Engel Musical Theatre Workshop as a composer/lyricist. When she’s not seeking out the perfect baked goods or running around the office brainstorming new ideas (leaving notes and news clippings for everyone in her wake), she still enjoys her passion for music, creativity and playing cards.

Julie’s favorite theater role was at Webster College backstage for A Little Night Music at the Repertory Theatre of St. Louis. She ran the fog machine and had convinced herself that if she messed up the entire production would be ruined. Of course, everything worked out just fine (no one stumbled blindly into the orchestra from too much fog). That same drive and sense of responsibility to her teammates, clients and patrons has propelled her and Sweet Hospitality Group to be where its at today.