in Jewish News
Blue Moon Hotel & Sweet Dreams Cafe: Heritage Under Siege Amid Controversy and Community Support
In the heart of New York City’s Lower East Side, the Blue Moon Hotel and its Sweet Dreams Bakery Cafe have become the center of a heated controversy. Owned by Randy Settenbrino, the son of an Italian father and Russian Jewish mother, the hotel is a cherished landmark that is celebrated for preserving the cultural heritage of Jewish immigrants. However, it recently found itself under siege after allegations surfaced against Randy’s son, Bram, who served in the Israeli Defense Forces (IDF). Activists have accused Bram of committing war crimes, igniting a maelstrom of protests and online attacks against the family-run establishment.
The Blue Moon Hotel, with its rich history and cultural significance, has been a beacon of Jewish heritage. It houses a gallery that encapsulates the lives of Jewish tenement dwellers and merchants and is lauded by National Geographic as one of the top places to visit in the Western Hemisphere. Despite its accolades, the hotel has faced financial challenges, including a Chapter 11 bankruptcy filing due to $11.2 million in liabilities. The hotel has gone through various phases, including garnering a not-so-great review from the New York Times in 2006 and a stint as a hostel. But in the years since, Randy and his son Bram, who returned from Israel to help revitalize the hotel, leveraging COVID-related assistance to renovate the property, have upgraded the hotel considerably.
However, the allegations against Bram have led to a “review war,” with trolls leaving negative reviews to tarnish the hotel’s reputation while supporters counter with positive feedback to defend the family. The controversy has also sparked protests, with activists targeting the hotel and bakery and accusing Bram of being a “war criminal.” The result has been a previously well-reviewed hotel and restaurant to have its reputation tarnished. Some platforms, such as Tripadvisor, have limited reviews and display notices explaining why.
Despite the turmoil, the Randy and the Settenbrino family remain resilient, urging the community to support their historic hotel and bakery. As they navigate this challenging period, they continue to offer tours that celebrate the Jewish experience, hoping to preserve their legacy and maintain the Blue Moon Hotel as a symbol of cultural continuity in the Lower East Side.
