Will Guidara is the author of the bestseller "Unreasonable Hospitality" and co-author of four other books, including “Eleven Madison Park: The Next Chapter”. Will has delivered a popular TED Talk on the same topic, describing how his team created memorable, over-the-top, bespoke hospitality experiences for customers.

After working for the Union Square Hospitality Group, Will Guidara and Daniel Humm purchased Eleven Madison Park in 2011, with Guidara as the General Manager at age 26. Under their leadership, the restaurant received four stars from the New York Times, three Michelin stars, and rose to the top of the World's 50 Best Restaurants list in 2017. Eleven Madison Park also earned seven prestigious James Beard awards, including Outstanding Service and Outstanding Restaurant in America.

How did Guidara pull off this unprecedented transformation? Radical reinvention, a true partnership between the kitchen and the dining room-and memorable, over-the-top, bespoke hospitality.

Will believes every business can choose to be a hospitality business and urges us all to find the magic in what we do.

He is the host of the Welcome Conference, an annual hospitality symposium that brings together like minded people to share ideas, inspire one another, and connect to form community.