Challenge

The Brand was rapidly expanding, on track to double its portfolio. The Brand needed to scale without losing the local charm and irreverent personality that defined it. The challenge was clear: how do you ensure a consistent, high-quality guest experience while preserving individuality at each property?

My Role

I led the creation of the brand’s first-ever standards program. I started by identifying the essence of the Brand and then translating that culture into actionable, measurable expectations. I oversaw:

• The development of brand standards that balanced consistency with creative freedom

• The rollout strategy across the portfolio

• Training tools and accountability systems to reinforce those standards in daily operations

Outcome

Team members reported greater clarity and confidence in their roles. The brand gained alignment across properties without losing character. Guests experienced a more cohesive journey, and the brand gained tools to maintain quality as it grew. This work became the foundation for how the Brand scaled without losing its soul.