Adam Freed 6596 2

Love is in the Air

Who doesn’t love a huge red velvet heart box on Valentine’s Day?  They are so grand and mysterious. As a child, I was always frantic to know: What’s inside?

Eventually, I realized most giant Valentine’s Day boxes are filled with chocolate. And as someone who doesn’t like chocolate, I’ve been disappointed ever since my first Valentine. But as the years have gone on, I’ve come to learn that the essence of Valentine’s Day doesn’t come wrapped up neatly in a box with a ribbon.

Emotional triggers are a fascinating combination of psychology and sensory memories. The imprint an object, a sound, scent, or even an interaction has on each person has the power to become part of our emotional time travel machines. Sometimes you can’t remember the specific details, but the emotions and feelings that these memories evoke have a power to take you back to a place where you have been before.

For me, when I experience the scent of cloves, I’m suddenly transported back into my father’s dental office – feeling proud.

At the site of smoked whitefish, kippered salmon and lox , I’m sent back over 40 years, suddenly sitting at the kitchen table, playing Canasta with my grandparents – feeling loved.

And seeing the Avon Cotillion cologne in the signature “I Dream of Jeanne” bottle, and it’s back to 1970s, waiting for mom to come home so we can go out to dinner – I’m feeling the warmth and embrace of family

Avon Cotillion

When I think of my purest Valentine’s Day recollection, I think back to elementary school; constructing a Valentine for my mom. Glue, sparkles I’m sure and lots of swirls, I remember anticipating her response upon receipt, and knowing I would never be disappointed by her.

I wonder if my personal fascination with Valentine’s Day played into my decision to build a  career in hospitality.

Hospitality gives us the power to construct a world where we can create a “Valentine’s Day”-esque experience every day. What better way to live your life than in a day providing love and celebration throughout the year. The creation of the Valentine’s card of yesteryear is now takes shape via the creation of the services we customize, the feeling of enthusiastic anticipation is the feeling of immediate gratification we receive in hospitality, and finally the sharing of gratefulness and celebration fuels a kinder place to be.

There is only one happiness in life: to love and be loved.
- George Sand, Author

We are kindred spirits within FLIK Hospitality.

We have created a culture that is more like a family, one where a community is built upon kindness and making memories. We wrap L.O.V.E. around everything we do – our acronym for “Living Our Values Extraordinary”.

People who are nurturing and kind seem to find a home within FLIK. We know a culture of kindness is our heartbeat.

By Adam Freed, Senior Vice President, Creative Development, FLIK Hospitality Group


At FLIK Hospitality Group we believe in great food, great service, and great people. Our wellness first approach ensures our food supports healthy and delicious choices, specially curated by our team of culinary experts and registered dietitians. At FLIK, we believe in seasonality in sourcing our ingredients and providing a customized approach to the culinary and hospitality needs of each client. Our dedication to providing quality hospitality service is unparalleled in the industry.

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