Role: Senior Brand Marketing Manager
Duration: 4 Years
Location: Las Vegas – The Venetian Resort / Grand Canal Shoppes

The Challenge

Launching and scaling a new-to-market entertainment concept inside a layered ecosystem came with four major barriers:

Hidden Location:
Positioned inside a resort in a shopping mall, creating friction for discovery and foot-traffic flow.
Brand Name Confusion:
Constant misidentification with the global sneaker distributor “Flight Club” diverting search traffic, social mentions, and word-of-mouth.
New Concept to the Market:
Social darts was unfamiliar to Vegas visitors and locals—no baseline awareness or existing demand.
Oversaturated Market:
Competing against a dense landscape of high-energy attractions, nightlife, bars, and experiential venues, fighting for attention.

Despite these obstacles, I led the brand to sustained visibility, consistent revenue growth, and cultural relevance.

Strategy

1. Brand Positioning & Messaging Foundation

Established Flight Club as a premium social entertainment experience centered around competitive fun, shared moments, and elevated hospitality.
Developed brand voice and event messaging that differentiated the venue from bars, arcades, and nightlife.

2. On-Property Visibility & Partner Collaboration

Strengthened strategic relationships with:
- Venetian Resort Concierge
- Grand Canal Shoppes Marketing
- Convention Services
- Destination Management Companies (DMCs)
Improved directional signage, partner familiarity, and guest referral pathways.

3. Robust PR Efforts (Proactive & Consistent)

Secured placements across local news, travel guides, entertainment publications, hospitality spotlights, and lifestyle outlets.
Positioned Flight Club as a “must-try social experience” and a unique hidden gem within the resort.
Leveraged openings, seasonal menus, holiday events, and group offerings to maintain ongoing media coverage.
Supported live TV segments and influencer media days to amplify reach.

4. Influencer Marketing & Social Proof Engine

Built partnerships with Vegas influencers, travel creators, entertainers, nightlife personalities, and micro-influencers.
Hosted curated influencer nights to drive UGC, storytelling, and viral-style gameplay content.
Increased visitor curiosity by showcasing authentic reactions, group celebrations, and the unexpected fun of darts.

5. Local Grassroots & Community Engagement

Activated grassroots marketing to build local awareness and credibility including:
- Teaming with local organizations, businesses, chambers, and community groups
- Creating exclusive locals’ promotions to introduce first-timers
- Engaging Vegas tastemakers, service industry professionals, and hospitality workers to drive word-of-mouth
Extended visibility through targeted partnerships and boots-on-the-ground relationship building.

6. Digital Awareness & Differentiation Campaigns

Addressed name confusion through SEO optimization, branded social storytelling, and precise paid media targeting.
Streamlined search terms, visual identity, and cross-platform messaging to eliminate ambiguity.

7. Event & Group Sales Growth Strategy

Co-built event packages for birthdays, corporate outings, bachelor/bachelorette groups, and celebrations.
Created marketing materials and sales tools that increased booking conversions and corporate interest.

Brand Awareness

~45% reduction in name confusion through SEO and identity clarification.
120% increase in organic social reach powered by influencers and UGC.
100M+ total impressions from PR, influencers, media placements, and paid campaigns.

Guest Traffic

35% growth in foot traffic from concierge and grassroots partnerships.
Sustained year-over-year increase in first-time visitors in a crowded market.

Revenue & Events

Market Position

Introduced and normalized the social darts category in Las Vegas.
Positioned Flight Club as a top-tier social entertainment destination on the Strip.