Carversteak New York City
Brand Expansion · Market Launch · Creative Direction
In March 2026 Carversteak made its New York City debut, bringing its acclaimed Las Vegas steakhouse concept to the heart of Manhattan's Theater District. As Marketing Director at Carver Road Hospitality, I led the full launch from the ground up, a year-long effort that made a beloved West Coast brand impossible to ignore in one of the world's most competitive dining markets.
Serving as lead project manager and creative strategist, I united a cross-functional team of fifteen while assembling and directing best-in-class external partners including PR, photographers, and creative agencies, around a single cohesive brand vision. I owned the full pre- and post-opening campaign strategy, creative direction, content, and experiential programming across every brand touchpoint.
The launch generated national press coverage in the New York Times, Time Out, and the Observer. and exceeded first quarter sales targets from day one.
Starchild Rooftop: A Spritz Above Pop Up Bar
Experimental Activation · Creative Direction · Brand Storytelling
A Spritz Above is an immersive pop-up bar concept built around the cocktail of the season, the Spritz. Conceived and executed with original creative vision, the activation transformed the bar area of Starchild into a vibrant, sensory experience that breathed new life into the venue and re-energized its audience just in time for rooftop season.
From concept to execution, every detail was designed to feel intentional, the aesthetic, the atmosphere, the storytelling. The result was an experience that didn't just serve cocktails but created a moment people wanted to be part of and share — driving consistent placement of the Spritz among the venue's top selling beverages.
Starchild Rooftop: NYFW Fashion show
Brand Partnership · Experimental Event · Cultural Programming
Last fall, Starchild joined the official New York Fashion Week calendar by co-producing a fashion show in partnership with a local fashion collective. With members of the press in attendance and an audience of fifty guests, the event brought the fashion crowd into the venue and positioned Starchild as a cultural destination beyond the dining and nightlife space.
The partnership was a deliberate creative move, bridging the worlds of hospitality and fashion to amplify the venue's identity and deepen its cool factor within New York's creative community. By hosting a moment that existed at the intersection of food, fashion, and culture, Starchild cemented its place as a space where meaningful creative experiences happen.
