Case Studies
See: The Warrior Hotel opened during the height of COVID — a masterpiece hidden behind masks and mandates. The building was beautiful, the brand was strong, but the community never had the chance to celebrate it. The opportunity wasn't just to relaunch a hotel — it was to reignite civic pride and reintroduce The Warrior as a symbol of Sioux City's strength and revival. The potential we aimed to actualize: belonging.
Shape: We began with a roundtable: What potential are we trying to actualize? The answer was clear — reconnection. The team envisioned The Warrior not as a luxury landmark standing apart, but as a gathering place standing with the city. We used the Chamber of Commerce as a bridge between business and community — transforming a single ribbon cutting into a six-week celebration of renewal. Each outlet — restaurant, bar, spa, hotel — became its own Chamber member, each with its own ribbon cutting, story, and moment of pride. Project plans were created, timelines set, every department had ownership. The vision was no longer abstract — it was scheduled, staffed, and ready to shine.
Sell: For six consecutive weeks, the city came alive. Over 2,000 guests joined in the celebrations, rediscovering a place that felt both brand new and deeply familiar. $200K in auxiliary spend followed over five months. The Warrior reentered the community not through advertising, but through authentic connection. The hotel was no longer reopening its doors — it was reopening its heart.
See: Hotels in secondary markets don't get foot traffic by accident. Sioux City and Dubuque aren't destinations people stumble into — they're places people pass through. The potential wasn't to compete for the travelers already coming; it was to manufacture demand by giving people a reason to arrive in the first place. The question we asked: What if the hotel itself became the destination?
Shape: We built a systematic programming engine with three layers. First, recurring series that create habit and fill midweek gaps: Ladies Night every Thursday (champagne, apps, DJ — $8K+ per event), Trivia Wednesdays, Sizzling Thursdays steak specials. Second, seasonal tentpoles that anchor the calendar and drive destination bookings: 12 Days of Christmas (daily giveaways, Santa brunch, tree lighting — 200+ room nights annually), NYE Masquerade Ball (400+ guests, $150/ticket), Valentine's couples retreats, Halloween costume party. Third, premium experiences that capture high-margin spend: winemaker dinners, chef's table events, spa skincare nights, bourbon tastings. We layered in community partnerships — charity football watch parties, Toys for Tots drives, Boys & Girls Club fundraisers — that deepened local ties while generating press. Every activation fed hypersegmented email campaigns that converted browsers to bookers.
Sell: Over $1M in activation and campaign-driven revenue since 2022. Across a 4-property portfolio, 22 activations drove a 6% TRevPAR lift. The properties went from competing on rate to competing on experience. Locals started recommending us to visitors. Guests started planning return trips around the programming calendar. The hotel became the heartbeat of the city — not just another room to book.
See: Hospitality turnover hovers near 80% industry-wide. In secondary markets competing for labor against warehouses and factories, it's even steeper. But behind every resignation is a person who never felt seen, never felt developed, never felt like their future was here. The potential wasn't just retention — it was transformation. What if we built a culture where people actually wanted to stay? Not because they lacked options, but because they felt invested in?
Shape: We created a multi-layered recognition and development system. Monthly: Employee of the Month with real rewards — gift cards, prime parking, public celebration. Weekly: department-level shoutouts and in-the-moment acknowledgment. Annually: service anniversary celebrations, holiday parties, summer outings (trolley tours through historic districts, museum visits, team dinners). But recognition without development rings hollow. So we built career pathing infrastructure: identified high-potential associates early, created mentorship tracks, established cross-training opportunities, mapped clear promotion pathways. Twenty managers and supervisors received formal development plans. We celebrated internal promotions loudly. Every touchpoint reinforced the same message: You matter here. Your growth matters. Your future is here.
Sell: Retention climbed to 80%. Leadership retention increased 24%. We promoted 8 associates internally and mentored 14 team members into supervisor and management positions. Engagement scores jumped 27 points. But the real proof is in guest feedback: stable teams mean consistent service, familiar faces, associates who know preferences and anticipate needs. Teams that stay together learn together — and guests feel the difference in every interaction.