Helbraun Levey has announced that Amber Asher, former CEO of Standard International, the company behind hotel brands The Standard and Bunkhouse hotels, has joined as partner and chair to scale its hotel practice.
The company’s hotel practice is designed to support operators, brands, owners, developers, and investors launching and scaling their portfolios while navigating consolidation, experience-driven growth and increasingly complex partnerships. The group will advise across hotel development and acquisitions, management and licensing structures, joint ventures, franchising, branded residences, mixed-use projects and food-and-beverage partnerships, as well as related corporate, employment, intellectual property, technology and day-to-day general counsel matters.
“Just as hotels are no longer simply places to stay, food and beverage can’t be treated as an afterthought; it’s central,” said David Helbraun, founder and managing partner of Helbraun Levey. “Amber has built hospitality businesses from the inside. I’ve spent decades backing chefs and operators as they grow. We both understand hospitality from the inside out — the creativity, the pressure, the thin margins, and the constant challenge of staying relevant and profitable, especially on a scale. This partnership brings that experience together at exactly the moment the industry demands it.”
Under Asher’s leadership, Standard International scaled from four U.S. hotels into a global platform with 25 hotels across the world and a robust international pipeline, achieving approximately 400% topline revenue increase between 2019 and 2024, culminating in a landmark sale to Hyatt Hotels Corporation for up to $335 million. Her career spans nearly 25 years, starting as a real estate attorney at Latham & Watkins in New York City, to in-house counsel roles at Morgans Hotel Group and André Balazs Properties, to eventually spending the last 7 years leading Standard International as President and CEO.
“While I never anticipated returning to a law firm, Helbraun Levey is a special place, with a deep and authentic connection to the hospitality industry. I’ve known David Helbraun for more than a decade and have watched him build his practice with integrity, thoughtfulness and genuine care—representing many of the most compelling chefs and restaurant brands in New York City and top U.S. markets. The firm is a true partner to its clients, offering not only exceptional legal counsel but strategic guidance that helps businesses grow and evolve,” said Asher. “I’ve always seen my greatest strength as a dealmaker, counselor, strategist, and problem-solver—someone who understands the business realities behind the legal work. As the hospitality industry continues to consolidate and new brands emerge, this role allows me to bring this strength to a challenging business, but one I deeply love,” she added.
Founded in New York with an increasing footprint in Florida, Helbraun Levey represents renowned restaurants and hotels across the U.S.