Selected work · 2014–present

Brands that earned their place, press, and P&L.

Five engagements, each documented with the numbers and recognition behind it. Case studies open with the challenge and close with the commercial outcome, because that's the order the work happens in.

№ 01

The Garland & The Front Yard

North Hollywood · Director of Creative Development & Marketing · 2014–2023

A former Holiday Inn rebuilt into one of Los Angeles's most recognized independent hotels. I created the brand in its entirety — voice, visual identity, digital presence, and guest experience — then carried it into a freestanding restaurant with The Front Yard, into retail with The Store, and into national press through events like Drag Yourself to the Valley, named among the country's best Pride events by Uproxx and a top LA Pride event by the LA Times in consecutive years.

PressCondé Nast Traveler · Travel + Leisure · Time Out · LA Times · LA Weekly · Uproxx · Forbes · US News
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Recognition ledger2017–2023
Condé Nast Traveler Readers' Choice, Top Hotels in LA6 years
Travel + Leisure World's Best Awards, Greater LA2022
OpenTable Top US Outdoor Dining — The Front Yard2022
Direct revenue growth, YOY+125%
Return on ad spend, $1M+ budget23:1
Merch production costs, direct-to-mfr−70%

The Tangerine Room

A private dining space conceived and delivered from concept through construction — now a seven-figure annual revenue line, alongside a $1.2M ballroom renovation finished early that lifted catering revenue 20%.

№ 02

Hotel Willa

Taos, New Mexico · Opening · Brand development · 2025

Casetta's first property outside California, opened with a brand rooted in Northern New Mexico's art and land. Cultural partnerships with the Paseo Project and SIEMPRE Design, a JSX flight partnership that made a remote town reachable, and an immersion-led press strategy put the hotel inside Town & Country's love letter to Taos and The Hollywood Reporter's coverage of the town within months of opening — the same season Travel + Leisure named Taos among America's best small towns.

PressTown & Country · The Hollywood Reporter · Travel + Leisure
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Outcome ledgerWilla
Opening ramp vs. forecastAbove
National features, opening yearT&C · THR
Destination access partnershipJSX
Pre-opening brand, pricing & performance strategy
№ 03

Hotel Marina Riviera

Big Bear Lake, California · Opening · Relaunch · Earned media · 2025

Pre-opening brand, pricing, and performance strategy for the lakefront relaunch, followed by a press program built on targeted pitching and media hosting. Within three months of reopening the hotel appeared in Travel + Leisure, Condé Nast Traveler, National Geographic, USA Today's print travel edition, Sunset, Fodor's, and a dozen more — coverage that repositioned Big Bear itself as a design destination.

PressTravel + Leisure · Condé Nast Traveler · National Geographic · USA Today · Sunset · Fodor's · SFGATE · Veranda · Time Out
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Outcome ledgerMarina Riviera
National placements, first 3 months20+
Opening ramp vs. forecastAbove
Print reach incl. USA Today GoEscapeNational
Full placement list available on request
№ 04

Casetta Hotels

California · New Mexico · New York · Portfolio brand architecture · 2024–2025

Brand evolution and commercial strategy across a five-property, three-state portfolio, with narrative and verbal identity carried through guest-facing and investor materials. Each hotel kept a distinct voice inside one architecture, and the portfolio's wellness and design story earned coverage from Forbes for Casa Cody's spa programming while three 2025 openings ramped above forecast.

PressForbes · The Hollywood Reporter · Vogue
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Outcome ledgerCasetta
Portfolio revenue growth+20% YOY
2025 openings above forecast3
Curacity program ROI35.6:1
Investor deck & brand guide available on request
№ 05

The Surfrider Malibu

Malibu, California · Recovery · Asset value · 2025

Post-disaster commercial recovery after the Palisades Fire, built on pacing discipline and demand strategy in a corridor where reopening timelines commonly ran well past a year. Full ADR and occupancy returned in 10 months against a standard 18-month recovery, with the property named among LA's best hotels by Vogue during the rebuild. Months later the hotel sold for $37.5M — nearly $2M per key and a 25% premium over its prior trade, as reported by Hotel Investment Today.

PressVogue · Hotel Investment Today
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Outcome ledgerSurfrider
ADR + occupancy recovery10 mo
Standard post-disaster timeline18 mo
Sale, October 2025, per key$1.9M
Premium over prior trade+25%
Transaction per Hotel Investment Today, Nov 2025
CurrentlyDirector of Brand Strategy & Content at Wicked+, contributing to agency clients including Orli La Jolla, Sunriver Resort, Secret Bay, and Trinchera Reserve & Lodge — three recognized in Travel + Leisure's 2026 World's Best Awards.
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