Why "Beautiful" Isn't Enough: Designing Hospitality People Come Back To - Craig Stanghetta, Ste Marie

In this episode, we're learning from Craig Stanghetta, Founder and Creative Director of Ste Marie, about why the most successful hospitality concepts are designed around emotion rather than just aesthetics. Drawing on his background in theatre, Craig shares how story, risk, and a balance of comfort and wonder shape spaces guests actually return to. He also shares what emotional design looks like in an increasingly AI-driven world and why human connection remains hospitality's most durable advantage. 

Want more? 

• Listen to Craig's interview on Hospitality Design
• Check out Craig's work on Instagram or the Ste Marie website

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Music for this show is produced by Clay Bassford of Bespoke Sound: Music Identity Design for Hospitality Brands

Chapters

• 0:00 Intro
• 2:51 Growing Up in a Family Hotel
• 6:14 Following Emotion Into a Creative Career
• 7:59 The First Restaurant That Changed Everything
• 8:24 Why Story Matters More Than Style
• 9:20 Designing for Wonder and Escape
• 11:24 Balancing Grit and Beauty
• 13:47 What Theatre Teaches Hospitality
• 16:31 Empathy as a Design Tool
• 19:19 Designing Spaces That Feel Alive
• 22:19 Where to Remove Risk—and Where to Add It
• 23:54 Emotion Is Good Business
• 25:39 Hospitality in an AI-Driven World
• 30:09 Designing from Story and Place
• 35:13 Designing with the Market in Mind
• 35:59 What Being an Owner Changed About His Work
• 37:59 Leading Creative Teams
• 44:11 Social Wellness and the Future of Hospitality