Curated Journeys, Exquisite Stays, Elevated Dining | Founder and CEO of af&co. Andrew Freeman Gives A Helpful Outlook From a Hospitality Perspective

On today’s podcast, Founder and CEO of af&co., Andrew Freeman shares Expert Tips and Trends in Travel, Luxury Hotels and Fine Dining, and Strategies to stay relevant, resourceful, and respected in your industry

 

BACK STORY

Named as one of the Top 25 Most Extraordinary Minds in Sales and Marketing by the Hospitality Sales & Marketing Association International, and was named a PRNEWS CEO of the Year Honoree for 2023, Andrew brings a combination of deep industry experience, passion and creativity to every endeavor. With 40 years in the hospitality industry and af&co. celebrating its 20th anniversary in 2025, Andrew has built a legacy of innovation while staying at the forefront of industry trends.

With over 200 restaurant and hotel launches, Andrew and his team have provided branding, marketing, PR, and operations consulting for hundreds more, including spirits, wine brands, and destinations. af&co. has also produced culinary events ranging from intimate dinners to festivals drawing over 10,000 guests. From 2016 to present, af&co. has been named by the San Francisco Business Times as one of the Top 50 LGBTQ-Owned Businesses in the Bay Area, consecutively moving up the ranks to its current position at number 34. 

Andrew got his start in the restaurant business by working his way up through the ranks at several legendary New York City establishments. At the Russian Tea Room, Andrew opened the Cabaret, which became the toast of the town after only six months and he spent six years as VP of PR at The Rainbow Room, working alongside Joe Baum. He then moved onto the famed Windows on the World, Andrew was the VP of Public Relations and Marketing and oversaw the re-launch after the Trade Center bombing in 1992. 

Before founding af&co., Andrew spent a decade as VP of Public Relations and Strategic Partnerships at Kimpton Hotels & Restaurants, launching over 40 properties and expanding the brand globally. He also spearheaded Kimpton’s award-winning LGBTQ+ travel program, helping it become the first hospitality company to earn a 100% score on the Human Rights Campaign’s Corporate Equality Index—a distinction it has maintained since 2002.

In addition to af&co., Andrew co-founded Carbonate in 2020, an independent branding and creative agency specializing in storytelling, identity, and positioning for the hospitality industry. Under Andrew’s leadership, af&co. and Carbonate have become highly respected consulting firms with headquarters in San Francisco and Cincinnati, serving clients nationwide. The af&co. + Carbonate Annual Trends Report, now in its 17th year, continues to be one of the most influential industry resources, providing insights into emerging hospitality trends.

When Andrew is not consulting with his growing list of notable clients, he dedicates any extra time he has to philanthropic efforts sitting on the boards of SF Travel, The Golden Gate Restaurant Association, Foodwise, and The Richmond Ermet AID Foundation. He’s an honorary board member of Meals on Wheels San Francisco and a co-founder for Dress for Success San Francisco. 

Andrew has been a driving force in initiatives that amplify and support hospitality businesses in the Bay Area. He is a co-founder of the Oakland Restaurant Collective and Savor Oakland and collaborates with Visit Oakland, Eat Drink SF, and The James Beard Foundation on yearly culinary events. He continues to advocate for hospitality businesses, ensuring they remain integral to the cultural and economic landscape. A regular contributor to industry publications, Andrew is a sought-after speaker at hospitality conferences worldwide.

When not working – you can find Andrew at Barry’s Bootcamp, catching the latest Broadway show (obsessed), exploring the wonders of San Francisco with his pooch Dolly and of course celebrating life’s everyday moments at his favorite restaurants and hotels.

Website: https://www.afandco.com/

Instagram: afandco

SUBSCRIBE TO ICONIC HOUR

If you enjoyed today’s podcast, I’d be so appreciative if you’d take two minutes to subscribe, rate and review ICONIC HOUR. It makes a huge difference for our growth. Thanks so much!

 

ICONIC LIFE MAGAZINE 

Stay in touch with ICONIC LIFE magazine. We invite you to join our digital VIP list and SUBSCRIBE!

 

JOIN OUR ICONIC COMMUNITY

Website: iconiclife.com

Instagram: @iconiclifemag

Facebook: Iconic Life

YouTube: ICONIC LIFE

 

FOLLOW RENEE DEE

Instagram: @iconicreneedee

LinkedIn: Renee Dee

 

Thanks for being a part of our community to Live Beautifully.