A Deep Dive into the Stories of New York’s Over 100 Doormen: Insights from Their Lives

Sara Leeds and Noel Maguire.
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Sara Leeds

NEED TO KNOW

• In 2023, Sara Leeds was working at a creative agency when she fell in love with interviewing and being on camera.
• It was there that she recognized an opportunity to create a platform that gave voice to a group of men and women often “overlooked.”
• Since then, the 31-year-old has featured over 100 doormen in her viral series, “Doorman Stories,” capturing the quiet influence they have on the lives of countless New Yorkers.

Sara Leeds aimed to establish a social media presence that offered an “authentic slice of New York,” drawing viewers in with touching, real-life narratives.

After exploring numerous content ideas in 2023, she realized the ideal subjects had always been right in front of her.

“Doormen have always been this recurring, yet often overlooked, fixture in my life,” Leeds tells PEOPLE. “I realized this unique relationship resonated with many other New Yorkers.”

Embracing this newfound focus, her digital series, “Doorman Stories,” rapidly became a viral hit, featuring over 100 doormen and engaging millions on TikTok and Instagram.

Sara Leeds interviewing a doorman.

Sara Leeds

Leeds, who frequently visited her grandmother on Manhattan’s Upper East Side grows up, noted that doormen and doorwomen often feel like family.

Her grandmother’s doorman has known their family for over 50 years, establishing a relationship built on trust and respect.

However, Leeds only came to appreciate the significance of doormen after having one of her own and initiating interviews for her series.

“I believe the series has changed how I view doormen, much like it has for our followers,” Leeds states. “I anticipated they would share great stories, but I never knew how deeply connected I would feel during these brief 20-minute conversations.”

In recent years, Leeds has interviewed doormen from various backgrounds, each with unique tales to tell.

“I have exclusive access into a world of New Yorkers that few others experience,” Leeds remarks. “Their role requires discretion, so earning their trust and sharing their stories in an uplifting manner is something I cherish.”

She emphasizes that no one is merely “a doorman”: many are comedians, writers, artists, and parents, bringing smiles to work despite navigating various personalities and requests.

Noel Maguire, a standout doorman featured in the series, is known for his infectious positivity and philanthropic spirit.

Sara Leeds and Noel Maguire.

Sara Leeds

While Maguire spends his days working in the funeral industry and his nights as a doorman on the Upper East Side, he dedicates Wednesdays to assisting New York City’s unhoused population.

His truck, adorned with decals of John Lennon and Led Zeppelin, is perpetually stocked with sleeping bags, blankets, coats, and toys for children during the holidays.

For 11 years, Maguire has raised hundreds of thousands of dollars through his charitable organization, Ellen Maguire Foundation, named in honor of his mother.

By sharing his story, both residents and online followers have been inspired by Maguire’s generosity and dedication, underscoring that doormen can be true champions of their community.

“I know every doorman has a different story, and I think when [Sara] heard my story, [she was] grateful for my efforts,” Maguire shares.

Leeds’ storytelling does not conform to typical Gen Z topics like fashion or wellness, yet it still elicits strong engagement. She finds it rewarding to witness New Yorkers’ excitement when their doormen are featured, as it fosters a community spirit.

“I hope when people discover ‘Doorman Stories,’ they feel they’ve found a heartwarming corner of the internet,” Leeds tells PEOPLE. “I aim for people to leave with a heightened appreciation for this essential segment of New York City’s workforce.”