By Olivia N
Boulevard Hospitality Group, more commonly known as BHG, is a Los Angeles-based venture that has become one of the nation’s most influential names in hospitality. The local passion project is now a multi-city enterprise influencing how guests dine, gather, and celebrate in modern society. Under the leadership of CEO Freddy Braidi, the company has recently expanded into new spaces across Miami and Orange County while staying committed to their original mission of reinvention. For Braidi, BHG is an ever-growing ecosystem of experiences based around cultural preservation, architectural appreciation, and the belief that hospitality should endure for generations.
Among the standout venues in BHG’s portfolio is Yamashiro Hollywood, a century-old landmark high in the Hollywood Hills. Known for its Japanese-inspired pagodas, serene koi ponds, and sweeping city views, the restaurant is an iconic piece of Los Angeles history. When BHG took ownership of the famed property, it inherited not just a celebrated restaurant, but also the responsibility of honoring its unique past. With guidance from Executive Chef Jae Hee Lee, Yamashiro’s menu respects the property’s 100-year-old origins. This is why Lee’s kitchen emphasizes seasonality, technique, and an understanding of historical context. The result is a menu that makes guests return time and again for classic highlights such as sushi boats, spicy tuna crispy rice, edamame truffle dumplings, ginger pork spare ribs, and an impressive assortment of noodles and specialty rolls. Each dish complements the atmosphere, creating a blend of past and present that is popular with devoted locals as well as travelers discovering Yamashiro for the first time.
Photos Courtesy of: Larry Fay
This February, Yamashiro Hollywood showcased its reputation as a top-tier event destination by hosting a memorable Galentine’s Day celebration curated by LA-based influencer Ashley Williams. Held on Friday, February 13th, the “Sweetheart Soirée” brought together a handpicked group of creators for a one-of-a-kind event inside one of Yamashiro’s private dining rooms. Dressed in playful pink and red ensembles that matched the theme, guests arrived ready for a night of celebration and standout cuisine. The pre-fixe menu designed for the soirée highlighted many of Yamashiro’s most beloved offerings. Appetizers included edamame dumplings, calamari, and gluten-free edamame, offering fresh starts to the evening. Soon after, servers presented Yamashiro’s famous sushi boats, featuring spreads of nigiri, sashimi, and specialty rolls that captivated the group. Beyond the sushi selections, entrées like steak (prepared gluten-free with onions and sauce) and shrimp fried rice ensured that guests with varying dietary preferences had thoughtful options. Sides like glazed carrots and truffle fries rounded out the savory offerings, while the restaurant’s iconic dessert boat and refreshing sorbet concluded the dinner with sweetness.
Thoughtful details of the event extended far beyond the menu. Each attendee received a curated goodie bag featuring contributions from Dolce Glow, Grace and Stella, Organically Kismet, Tower 28, and other brand sponsors. Event execution support from NOW PR Agency ensured the experience was seamless and aligned with Williams’ vision for the night. Williams, known for her warm energy and attention to detail, was an attentive host from start to finish. She made sure every guest felt included and cared for, introducing group games that sparked conversation throughout the night. Her consideration took the dinner from a simple gathering into a celebration of friendship and shared experiences. “I’m so blessed to have a community of girls here in LA that are so sweet and supportive,” Williams shared in a post-event social media caption. “I’m passionate about planning events and curating experiences, and this night was so special to me.”
The success of the Sweetheart Soirée demonstrates Yamashiro Hollywood’s ability to host events that feel intimate yet trendy. It also highlights BHG’s bigger goal of elevating venues into cultural destinations that honor history while embracing modern elements. Unlike hospitality groups that prioritize rapid expansion, BHG focuses on creating spaces with lasting appeal. This idea is seen throughout BHG’s expanding national footprint. Alongside Yamashiro Hollywood, the company recently celebrated the success of Yamashiro Miami, its East Coast counterpart bringing signature elements of the iconic Los Angeles location to a new audience. Similarly, the addition of Ilya Restaurant in San Clemente is another step toward establishing BHG as a leader in destination-driven hospitality.
Photos Courtesy of: Larry Fay
As BHG continues to gain momentum, Braidi enters an exciting time in his career. The success of his company’s newest openings hints at the promise of future projects in cities across the country, and creative partnerships and emerging markets lie ahead. However, even with such expansive growth on the horizon, BHG remains focused on experiences – like the Sweetheart Soirée at Yamashiro Hollywood – that bring people together around food and community.
Overall, the goal of Boulevard Hospitality Group is to create unique hospitality experiences that people never forget. If the Sweetheart Soirée is any indication, BHG’s vision will continue resonating with communities across the United States.
For more information about Freddy Braidi and Boulevard Hospitality Group, visit https://boulevardhg.com/.
Photo Credits: Larry Fay
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