Casetta's first step outside California — a Taos hotel whose brand had to belong to Northern New Mexico before it could sell it.
Taos holds its culture closely and greets outside development with healthy suspicion. Opening a boutique hotel there meant building a brand the community would claim as its own, in a market most travelers couldn't reach without a full day of driving.
The opening had to establish the hotel, honor the town, and generate demand for a destination many target guests had never considered.
Built Willa's identity around Northern New Mexico's art, land, and light — space and stillness alongside gallery shows and late dinners.
Partnered with the Paseo Project and SIEMPRE Design so the hotel's programming came from the community rather than at it.
Aligned with JSX's seasonal Taos flights, turning a remote market into a walk-on, walk-off getaway from Los Angeles.
Hosted immersion trips with Modern Currency PR that put writers inside the town's rhythm instead of a fact sheet.
Delivered pre-opening brand, pricing, and performance marketing strategy tied to ramp targets.
Shaped the culinary narrative around Northern New Mexico flavors as a core reason to visit.
Tell me about your hotel, your market, and what you want to solve. I'll come back with next steps and a suggested path forward.