Situation: With the proven financial success of our winter (BAD ELF) and spring (Mad Hatters) pop-ups, we recognized an opportunity to activate the Shady Grove Lounge during the late summer and early fall transition. We needed a fresh, seasonal concept that would maintain our momentum and give locals a compelling reason to visit before the traditional holiday rush began. Task: My objective was to conceptualize and market "CIDER FEST," transforming a standard casino lounge int

Situation: Following the massive local success and unprecedented Food & Beverage revenue generated by our holiday BAD ELF Pop Up Bar, we faced the challenge of a traditional post-holiday dip. We needed a way to sustain that momentum and prove that an immersive, themed beverage experience could drive significant foot traffic during the typically quieter spring season. Task: My goal was to conceptualize and launch a new, non-holiday activation that would replicate BAD ELF's fin

Situation: During the highly competitive Las Vegas holiday season, Silverton Casino Lodge needed a fresh strategy to drive incremental Food and Beverage revenue. While our standard casino floor bars maintained steady baseline traffic, we lacked a standout seasonal destination that would compel locals to make a special trip to the property. Task: My objective was to conceptualize, market, and launch a holiday activation that would create major local buzz, draw new foot traffic