APPROACH

Ace Hotel is well known, among the hotel industry, for breaking genres and creating lasting trends. Their ethos of planting roots in the local community, embracing artists, makers, and creating a space for creative minds to cook up new ideas has become a new standard and definition of true hospitality.

As the lead of Brand Marketing & Partnerships for the Palm Springs property, my role involved working closely with the brand executive team to develop a brand strategy, and integrated marketing plan that engaged new audiences in key markets, and maintained brand authenticity, while demonstrating significant revenue growth and brand awareness.

The approach leaned on Ace family traditions, while mixing in new monthly programming, large-scale branded annual events, weekend takeover collaborations, capsule collections and cultural partnerships. We provided the venue for lasting memories to be made, and created inspiring shareable content along the way.

Brand Positioning - Provided Research and Analysis to competively position the brand in a crowded hospitality market.
Brand Voice - Ensured a consistent brand tone, grammar and nuance of personality were translated across campaign messaging.
Brand Perception - Monitored brand perception and worked cross-functionally to proactively improve results across the organization.
Brand Consistency - Ensured tactics, marketing content, and design reflected core values and brand consistency across various touchpoints.
Customer Research - Identified target consumer segment needs, shared pain points, and evolving cultural interests.
Cultural & Industry Trends - Monitored relevancy over time and identified hospitality trends.
Brand Narrative - Curated brand narrative to reflect the local nuance of the Palm Springs community, while building in authentic experiences to cross-promote international property openings.
Campaign Development - Developed and implemented a comprehensive brand strategy which resulted in a 35% increase in brand awareness, and exceeded revenue goals by 20%, in year one.
Strategic Partnerships - Identified synergies among brand partners and developed creative activations with high earned media potential and compelling sharable content.

SOCIAL

FOOD & BEVERAGE

Chef Takeovers, Annual Beer & Wine Festivals and a steady stream of food art for social is a winning recipe for keeping things interesting and attracting new audiences. We created the Golden Grapes Wine Festival (exclusively biodynamic small production wines from California), as an annualized event to shine a light on our local talent. The result was a sold out event that had every winemaker eager to return for the subsequent years! 

ENTERTAINMENT

ARTS

Staying true to supporting the artist community, the Ace Hotel Palm Springs property became the hub for Desert X art exhibition (attracting over 500,000 visitors to Coachella Valley). 

Commune Mural

Every April an artist is commissioned to create a large-scale mural as part of Desert Gold, a 2-week brand activation coinciding with Coachella. Time-lapse video content captures the work-in-progress with a proper unveiling to kick off the festivities! 

CAPSULE COLLECTIONS

Ace Hotel & Block Shop unveiled their capsule collection over Modernism week, featuring a lightweight organic cotton robe, gossamer-thin pool wrap, and quilted linen throw. The collection is hand block-printed in modernist patterns. Block Shop founders, Hopie & Lili Stockman, brought the collection to life by creating a large-scale mural on-property at the Ace Hotel & Swim Club in Palm Springs. An indigo dye workshop was also hosted for guests to make their own memories.
Role: Product Marketing, Experiential Marketing, Brand Partner Relations, Event Production
Notable Press: Wallpaper Magazine

RESULTS