Fabel

About

Fabel is a place where your dreams come true and all your senses come to life - a place where our guests get to tell their own tale. Fabel’s flagship location is in the heart of the Wynwood Arts District in Miami just two blocks from the new Soho House and Stephen Starr’s, Pastis, and across the street from the new Arlo Hotel and upcoming Nomad Hotel. The organic and exponential growth of the Miami location in just over six months is testament that Fabel is set to change the face of hospitality as we know it. 

Fabel is an open air concept that combines old-world glamour with high energy dining. It was designed to engage your five senses and create memories that will last a lifetime through combinations of sensorial overlap. Fabel enhances your connection to the brand with each turn. The concept is inspired by summer travels to our favorite Mediterranean islands, the beaches of Southern France, and the jungle of Mexico’s coastlines combined with a level of service reminiscent of a Michelin-level restaurant. The Mediterranean and Middle Eastern rooted cuisine takes cues from Rosenberg's travels around the globe while the presentation pulls from his architecture and design background bringing forth precision, provocation and guest engagement. The top-tier beverage and wine program is curated by Master Sommelier, Christopher Miller, (the master behind Wolfgang Puck’s award winning Beverly Hills Spago wine menu and now creator of Gordon Ramsay’s wine offerings) and boasts some of the rarest and most premium wines in the world.

The 224-seat venue is set across 10,000 square feet of a secured open-air rooftop. From custom designed and handmade furniture, lighting, and plateware, to our own fragrance made to remind us of our childhood, Fabel is a designer’s dream through and through. The details extend to the custom uniforms designed in partnership with Caravana - the Tulum-based fashion house found at Scorpios in Mykonos, St. Tropez, Ibiza, Tulum, and Bodrum. Covered patio seating and three levels of terraced seating surround the central DJ booth with private cabanas framing the venue. The restaurant also includes a 24-seat travertine stone U-bar and stepped seating around the DJ booth. To top it off, the 40-seat private dining room frames views of the Miami skyline and boasts it’s own bar and private access to the wine cellar. Fabel blends high-energy dining with the sophistication of high-touch service while embracing the five senses through the guest experience to create the ideal morning, day and late night destination.

Highlights

• Founder and owner Matthew Rosenberg brings with him extensive experience in launching and growing successful businesses in various industries including architecture, product development, real estate, and hospitality.
• Rosenberg is also the sole owner of M-Rad Architecture - a full service and vertically integrated architecture, interior design, development, branding and product development studio that he founded in 2010. 
• Founding team comes from an extensive hospitality background totaling more than 70 years, including experience with Starr Restaurants and Groot Hospitality.
• Fabel has secured a partnership with Red Bull's F1 team, Scuderia AlphaTauri, which allows for exclusive offerings and access during F1 Grand Prix events for our VIPs and investors.
• In only 6 months Fabel has built a social media and global presence that has allowed them to springload their global expansion and increase immersive activations through elite partnerships like LVMH, RobbReport and Scuderia AlphaTauri.
• Rosenberg opened the 10,000 square foot Fabel Miami location for under $2,850,000 including all pre-opening expenses. Rosenberg invested almost $1,000,000 of his own money to open the location. 
• Fabel has already secured offsite activations in Abu Dhabi, Mexico City and Las Vegas for 2023 and has secured its next location in Manhattan.
• Rosenberg has also acquired the group’s first unique lodging property and has commenced design on the 40 acre project in Joshua Tree, CA.

Business Opportunity

From our opening date on December 1st, 2022 Fabel Miami has seen an incredible amount of organic traction which has been proven in the steady growth of our reservations, event bookings, and our database expansion. Week after week, we have witnessed steady growth in reservations and average cover per head. Without any marketing dollars we have grown the brand through word of mouth and grass roots marketing. We have targeted our network of high net-worth and A-List clients. Through them, our brand awareness has started to spread globally.

Vision

Vertically Integrated

We realized the hospitality industry is riddled with inefficiencies, partly due to the excessive amount of vendors, managers, and stakeholders involved in running even one establishment. Rosenberg's background in architecture, design and development allowed him to open their flagship location for nearly half of the market rate by utilizing an in-house method of design, entitlements, and procurement. Over $2,000,000 in savings in opening costs alone were uncovered. We plan on expanding this model between industries where development, branding and hospitality become a seamless offering under Fabel Hospitality Group. Each location will benefit from the in-house vertically integrated model which will also allow the company to expand more efficiently, at a greater pace, and offer higher level hospitality to the most discerning clientele. 

6 Month Outlook

For the 2023 calendar year to date, revenue has been generated primarily from regular dining reservations. As of May 2023, Fabel has hired an event coordinator and started to focus on generating long lead large scale events both on and off site. We predict this will increase revenue by as much as 50% for 2023 and has the potential to double revenue in 2024. Fabel has already secured full buyouts with major corporations as far out as Q2 2024. Additionally, we plan to increase off-site catering and immersive activations which we predict will increase revenue by 10%–15% as we finalize activations in Mexico City, Las Vegas, and Abu Dhabi and prepare for high season in our flagship location. 

Expansion Plans

Fabel plans to open 8 - 10 locations in the next 5 years in combination with offsite immersive activations and luxury lodging offerings. The expansion plans will target both new and existing markets with a draw to high-net-worth clientele and hospitality-focused areas. The target valuation for Fabel Hospitality Group following the 5 years expansion plan is $400MM+.