Welcome In: Lauren Busch, Brustman Carrino Public Relations
Lauren Busch, with George Porter Jr and the food at Osteria Lupo
LAUREN BUSCH, BRUSTMAN CARRINO PUBLIC RELATIONS
'Welcome In' is part of a regular series of interviews, to meet the people working behind the scenes in the New Orleans hospitality industry. This week we meet Lauren Busch, who represents several New Orleans hospitality clients at Brustman Carrino Public Relations.
Out All Day: Hey Lauren, thanks for talking to us. Tell me how long you’ve been coming to New Orleans and what your first memories or impressions of the place were.
Lauren Busch: I always say my soul was born in New Orleans, although I didn’t first physically visit until 1989. I went to Tulane, and in the first week, someone invited me to Muddy Waters to go see George Porter Jr and the Runnin Pardners. That changed everything for me. I got a real taste of what the city had to offer, and I was hooked.
Which were your earliest favorite restaurants, bars or attractions?
Pommes soufflées at Arnaud’s, Burgers at Igors, BBQ Shrimp at Pascale Manale’s, wings at Fat Harry’s, cheese fries at AT2’s, shots at Sitting Duck, and lots of shows at Tips.
How did you come to build up a professional relationship with the city, how did it all start for you?
I’ve always sought out ways to get back to New Orleans in some fashion and there are actually two chapters. The first was a bit after Katrina. I produced Funky Kidz around 2007, a musical compilation with my favorite musicians and bands in the city (Dumpstaphunk, The Radiators, Papa Grows Funk, Walter Wolfman Washington, etc). I’m not a musician but I wanted a way to help put instruments back in classrooms after Katrina and had two young kids at the time, so I thought “Why not take children’s songs and ask these amazing artists to funkify the hell out of them?” It was such a passion project. But my day job has always been culinary and hospitality PR, so in 2013, I told Larry Carrino, the president of our culinary & hospitality PR Firm, Brustman Carrino, that I was launching a division in New Orleans. He chuckled, but within 3 months, we were representing Emeril’s restaurants coast-to-coast, Le Foret and Phil’s Grill. The rest is history.
You also work with a lot of clients in Miami - what do you see as the main differences between the cities?
New Orleans and Miami are both major travel destinations, so both cities have to find a way to balance locals and tourists. In Miami, people come for the sun, beaches and tropical vibe. In New Orleans, on the other hand, we get visitors who are excited to experience
this historic city with amazing food, architecture, and live music. It’s challenging to juggle making your restaurant a locals gem but also ensuring that it’s a must-visit when people come to town.
What do you especially like about working with clients from New Orleans?
I am so lucky because I don’t just launch a restaurant, I grow with them. I mean, it’s crazy but I’ve been repping Nina Compton and Larry Miller FOREVER - since they were in Miami (before they opened Compere Lapin in 2015). They’re family, and it’s exciting to take this wild ride with them. And I’ve been working with Mark Latter (Tujague’s, The Bower and Birdy’s) for years - we’ve celebrated so many big milestones for Tujague’s and are gearing up for the 170th birthday. It’s just nice to be a part of my clients’ journeys; their success is ours.
This is a question that I ask local chefs and bartenders, but what, for you, defines modern ‘Southern Hospitality’? Do you think that it’s a concept that has evolved over the time you’ve been working in the hospitality space?
For me, modern Southern hospitality is more of a feeling and less of a checklist. It’s the warm greeting that makes you feel like part of the family when you walk into a restaurant, even if it’s your first time. It’s the bartender who remembers your favorite drink. It’s the server who tells you all of their favorite hidden spots you need to visit. When I first started working in hospitality PR in New Orleans, I think Southern hospitality centered around traditions but over time, I’ve watched it grow into something that celebrates inclusivity, authenticity and storytelling. It’s creating those memorable moments.
I know you spend a fair amount of time here. Where do you like to stay?
I actually have squatters' rights at my best friend’s house in the Lower Garden District (laughs). But if I’m not there, you’ll usually find me at Virgin New Orleans or Old No. 77 Hotel.
What do you most look forward to doing here outside of your work commitments?
Music, music and more music. I’m a funk junkie! I love the Maple Leaf and Tips. And anywhere George Porter Jr or Ivan Neville play, you’ll find me front row.
Do you come here annually for any festivals? Do you have any particular favorite city-wide events?
I’m coming up on my 34th year of Jazz Fest, so I think that sums it up.
OK, you have a rare day off without any meetings or obligations - what’s a perfect New Orleans day for you?
I love a good uptown day: Iced coffee from PJs, shopping on Magazine Street, brunch at Birdy’s, dinner at Osteria Lupo or Saffron, and music and beer at Nola Brewing.
Best food or cocktails in general for you? And you can go from fine dining to guilty pleasures…
Crab fingers! I am always on the hunt for the perfect HOT crab fingers, so if you know of any, please send them my way!
Finally, how do you see the hospitality landscape in New Orleans changing or evolving in the next few years? Any trends or developments that you think will be influencing the city’s hospitality industry?
I think we’re at a very interesting moment for hospitality in New Orleans. I’m seeing more places trying to find ways to combine tradition and innovation without being trendy. I also think operators are getting more creative since there are so many challenges with
staffing. Whether it’s incentivizing employees through benefits and flex time or developing shared staffing models, there’s a strong focus on retention. Plus, every day I’m hearing about a new hotel and restaurant, which is a sign that we are only getting stronger and better.
Welcome In: Tyler Spreen, Herbsaint
Welcome In: Kelly Jacques, Ayu Bakehouse
Out All Day: Hey Lauren, thanks for talking to us. Tell me how long you’ve been coming to New Orleans and what your first memories or impressions of the place were.
Lauren Busch: I always say my soul was born in New Orleans, although I didn’t first physically visit until 1989. I went to Tulane, and in the first week, someone invited me to Muddy Waters to go see George Porter Jr and the Runnin Pardners. That changed everything for me. I got a real taste of what the city had to offer, and I was hooked.
Which were your earliest favorite restaurants, bars or attractions?
Pommes soufflées at Arnaud’s, Burgers at Igors, BBQ Shrimp at Pascale Manale’s, wings at Fat Harry’s, cheese fries at AT2’s, shots at Sitting Duck, and lots of shows at Tips.
How did you come to build up a professional relationship with the city, how did it all start for you?
I’ve always sought out ways to get back to New Orleans in some fashion and there are actually two chapters. The first was a bit after Katrina. I produced Funky Kidz around 2007, a musical compilation with my favorite musicians and bands in the city (Dumpstaphunk, The Radiators, Papa Grows Funk, Walter Wolfman Washington, etc). I’m not a musician but I wanted a way to help put instruments back in classrooms after Katrina and had two young kids at the time, so I thought “Why not take children’s songs and ask these amazing artists to funkify the hell out of them?” It was such a passion project. But my day job has always been culinary and hospitality PR, so in 2013, I told Larry Carrino, the president of our culinary & hospitality PR Firm, Brustman Carrino, that I was launching a division in New Orleans. He chuckled, but within 3 months, we were representing Emeril’s restaurants coast-to-coast, Le Foret and Phil’s Grill. The rest is history.
You also work with a lot of clients in Miami - what do you see as the main differences between the cities?
New Orleans and Miami are both major travel destinations, so both cities have to find a way to balance locals and tourists. In Miami, people come for the sun, beaches and tropical vibe. In New Orleans, on the other hand, we get visitors who are excited to experience
this historic city with amazing food, architecture, and live music. It’s challenging to juggle making your restaurant a locals gem but also ensuring that it’s a must-visit when people come to town.
What do you especially like about working with clients from New Orleans?
I am so lucky because I don’t just launch a restaurant, I grow with them. I mean, it’s crazy but I’ve been repping Nina Compton and Larry Miller FOREVER - since they were in Miami (before they opened Compere Lapin in 2015). They’re family, and it’s exciting to take this wild ride with them. And I’ve been working with Mark Latter (Tujague’s, The Bower and Birdy’s) for years - we’ve celebrated so many big milestones for Tujague’s and are gearing up for the 170th birthday. It’s just nice to be a part of my clients’ journeys; their success is ours.
This is a question that I ask local chefs and bartenders, but what, for you, defines modern ‘Southern Hospitality’? Do you think that it’s a concept that has evolved over the time you’ve been working in the hospitality space?
For me, modern Southern hospitality is more of a feeling and less of a checklist. It’s the warm greeting that makes you feel like part of the family when you walk into a restaurant, even if it’s your first time. It’s the bartender who remembers your favorite drink. It’s the server who tells you all of their favorite hidden spots you need to visit. When I first started working in hospitality PR in New Orleans, I think Southern hospitality centered around traditions but over time, I’ve watched it grow into something that celebrates inclusivity, authenticity and storytelling. It’s creating those memorable moments.
I know you spend a fair amount of time here. Where do you like to stay?
I actually have squatters' rights at my best friend’s house in the Lower Garden District (laughs). But if I’m not there, you’ll usually find me at Virgin New Orleans or Old No. 77 Hotel.
What do you most look forward to doing here outside of your work commitments?
Music, music and more music. I’m a funk junkie! I love the Maple Leaf and Tips. And anywhere George Porter Jr or Ivan Neville play, you’ll find me front row.
Do you come here annually for any festivals? Do you have any particular favorite city-wide events?
I’m coming up on my 34th year of Jazz Fest, so I think that sums it up.
OK, you have a rare day off without any meetings or obligations - what’s a perfect New Orleans day for you?
I love a good uptown day: Iced coffee from PJs, shopping on Magazine Street, brunch at Birdy’s, dinner at Osteria Lupo or Saffron, and music and beer at Nola Brewing.
Best food or cocktails in general for you? And you can go from fine dining to guilty pleasures…
Crab fingers! I am always on the hunt for the perfect HOT crab fingers, so if you know of any, please send them my way!
Finally, how do you see the hospitality landscape in New Orleans changing or evolving in the next few years? Any trends or developments that you think will be influencing the city’s hospitality industry?
I think we’re at a very interesting moment for hospitality in New Orleans. I’m seeing more places trying to find ways to combine tradition and innovation without being trendy. I also think operators are getting more creative since there are so many challenges with
staffing. Whether it’s incentivizing employees through benefits and flex time or developing shared staffing models, there’s a strong focus on retention. Plus, every day I’m hearing about a new hotel and restaurant, which is a sign that we are only getting stronger and better.
Welcome In: Tyler Spreen, Herbsaint
Welcome In: Kelly Jacques, Ayu Bakehouse