$27M Hotel & Venue
Launch Campaign
Multiple new revenue streams.
One chance to launch it right.
Role:
Marketing Supervisor
Timeline:
2015-2018
Discipline:
Launch Marketing
Brand Strategy
Agency Management
Multi-Channel Marketing
The Challenge
Angel of the Winds Casino Resort undertook a major property expansion — a 125-room hotel, a new craft brewery, 8,800 square feet of new event space, and 6,000 square feet of additional gaming floor. Each new element represented a distinct revenue stream, a distinct audience, and a distinct brand message that had to coexist under a single property identity.
The marketing challenge was significant: how do you launch multiple new products simultaneously, maintain brand cohesion across all of them, and drive immediate revenue from day one?
The Execution
Directing internal marketing while managing an external agency — simultaneously.
Led all internal marketing creative and communication efforts for the expansion while managing an external agency through the process — a dual-track responsibility that required clear communication, aligned creative direction, and tight timeline management across both teams.
Developed marketing strategies for each new venue and offering, ensuring that the hotel, brewery, and event space each had distinct positioning while reinforcing the overall property brand. Created and executed multi-channel campaigns spanning digital, email, social, direct mail, signage, and local media to drive awareness and trial across each new revenue stream.
Simultaneously spearheaded the evaluation and selection of a new SaaS email provider, implementing elevated email marketing standards and data-driven campaign targeting that contributed to a 10% increase in slot machine revenue.
Managing The Rollout
- Directed all internal marketing efforts while simultaneously managing an external agency to ensure creative alignment and strict timeline adherence.
- Developed individual go-to-market strategies for the 125-room hotel, craft brewery, and event center to establish distinct positioning for each revenue stream.
- Executed comprehensive multi-channel campaigns across digital, social, direct mail, and local media to drive immediate awareness and trial.
- Orchestrated a unified brand identity across the property to maintain cohesion between diverse new venues and the core gaming floor.
- Managed the complex rollout of all physical and digital brand touchpoints, including property-wide signage, environmental graphics, and marketing collateral.
Property and Revenue Growth
- 125-Room hotel expansion’s successful launch.
- First brewery to be launched inside a casino in Washington state.
- Increased event space with distinct positioning.
- Managed external agency through full launch with strategic cohesion.
The Results
A successful launch across every new revenue stream.
A multi-venue property launch is a product launch — at significant scale and complexity. Managing multiple simultaneous go-to-market efforts, aligning internal and external teams, and driving measurable revenue results from new offerings is exactly the skill set any marketing leader needs when entering a new market, launching a new product line, or repositioning a brand.
