With 2.8 million people in the wider metropolitan area - larger than any UK city outside London - Charlotte offers fertile ground for hospitality brands with clear identities, commercial discipline and experiences that genuinely resonate. But this isn’t just a growth story - it’s a highly relevant case study for the UK. Think Manchester, Birmingham, Leeds; ambitious secondary cities competing for talent, investment and attention. Charlotte shows what happens when that growth is matched with aligned developers, confident operators and a clear point of view on placemaking.

What makes this market especially compelling is the calibre of people shaping it. This isn’t accidental momentum; it’s being driven by a tightly connected ecosystem of operators, developers, investors and advisors who understand how hospitality, real estate and culture combine to create both commercial return and long-term value.

At the centre of our tour are James Craig, principal at Rebel Rebel CRE, and Julian Hitchcock of The F&B Group. Both exemplify the increasingly critical role of connectors in modern hospitality ecosystems. Craig has become a key figure in Charlotte’s evolution, advising brands and landlords on how to align concept, location and demand. Hitchcock brings deep expertise in concept development and operational strategy, helping brands sharpen positioning and execute with clarity. Together, they highlight a shift we’re seeing globally; success depends on collaboration and curation as much as it does on the strength of any single concept.

Among the operators joining us, several stand out as case studies in disciplined, high-impact growth. Barcelona Wine Bar, led by CEO Adam Halberg and COO Amy Hom, has scaled across the U.S. while maintaining a strong, consistent identity rooted in Spanish culinary culture. Their approach offers real insight into how to expand without dilution - and how to balance consistency with local relevance.

Kaleb Harrell and Mike Stone of Hawkers Asian Street Food provide a powerful founder-led model. Hawkers has built a loyal following by translating Southeast Asian street food into high-energy, design-led environments. It’s a brand that understands experience as a driver of revenue, not just a layer on top - and that shows up in repeat visits and unit performance.

Ben Sormonte of Maman demonstrates how hospitality can extend beyond four walls, blending café culture, retail and digital into a cohesive lifestyle proposition. The concept is growing fast outside of its NYC origins and international roll out beckons. Meanwhile, Brad Sanders at Bar Taco brings a sharp development lens, highlighting how site selection, deal structure and landlord alignment underpin scalable growth.

Innovation - and where it meets commercial reality - is another key theme. Sean Potter and chef Chris Coleman of Built On Hospitality are rethinking what modern restaurant groups look like, combining creative ambition with operational discipline. Their work is a reminder that originality still wins - but only when it’s backed by a model that delivers.

Barrett Worthington, co-founder of Rally Pickleball, points to one of the most exciting frontiers in hospitality; experiential leisure. By blending sport, social connection and food and beverage, concepts like Rally are redefining what it means to “go out” - and opening up new, highly monetisable formats. Not everything translates directly to the UK - but that’s exactly where the learning lies.

Crucially, we’re not just looking at operators. Charlotte’s growth story is deeply tied to how real estate and placemaking are being executed. Tom FitzGerald and Olivia Summerford at Asana Partners, alongside Anders Fry at Portman Holdings, are curating tenant mixes that drive footfall, dwell time and long-term asset value. This is hospitality as a strategic anchor - not a leasing afterthought.

James LaBar of Charlotte Center City Partners brings the civic lens, showing how public-private collaboration can accelerate urban transformation. It’s a model that delivers commercial return, cultural capital and community cohesion in tandem - something the UK’s political class could learn from.

The entrepreneurial edge continues with Kamal and Ankoor Patel of B-Side Group who are growing their portfolio of brands reflecting the depth of independent talent shaping the city’s offer. We’ll also meet the most ambitious experiential venue we’ve come across - Ten Tenths Motor Club – the luxury 100 acre private members automative club with a 1.7m racing track designed by Formula 1 veteran Alex Wurz. Graham Smith, General Manager will give us the inside track.

Katie Grissom, Global Head of Retail at Nuveen Real Estate, adds a global investment perspective - connecting what’s happening on the ground in Charlotte to wider shifts in capital, consumer behaviour and the evolution of retail-led destinations.

The aim isn’t just to see great businesses - it’s to test our thinking, challenge assumptions and leave with a stack of fresh ideas that translate back into our own market.

Here’s to the conversations, the ideas, and the connections that will last long after the trip ends - and to coming back sharper, clearer and ready to act.

Thank you also to our brilliant partners – Access Hospitality, Guestwise, Kitch, Harri, Harrison, NIQ and Nutritics - who make this tour possible.