Case Studies Hotels & Resorts | af&co San Francisco Los Angeles

HOTELS & RESORTS

Explore Our Work

af&co. has helped launch countless restaurants, hotels and CPG clients over our agency’s lifetime, and we thrive in telling the stories of our hospitality clients, from a new concept to a legacy business wanting to stay relevant. Whether it’s planning a culinary event, coordinating a wine release, or spreading the word on the newest dining destination, we leverage a solid combination of left-brain and right-brain thinking. For each project, we bring a creative edge to the table while keeping an eye on results. Take a look at some of our work to get to know our approach and impact.

FIRST LIGHT RESORTS

Yosemite, CA

First Light Resorts is a collection of three distinctive mountain resorts: Evergreen Lodge, Rush Creek Lodge & Spa, and the newest addition Firefall Ranch. The resorts have been longstanding partners with af&co., working together to generate continuous guest awareness, cement the properties as “must-visit” destinations for Yosemite Valley travelers, and promote the properties’ social mission. First Light Resorts follow B-Corp operating standards, including a self-funded Youth Empowerment Program and deep sustainability practices.

af&co.’s work includes building story angles to support media relations and influencer marketing campaigns that showcase the guest experience. In addition to highlighting, positioning, and building awareness for the unique amenities and offerings at all Lodges, af&co. continues to collaborate with our client on initiatives that help build long term brand recognition and affinity amongst guests. af&co.’s story angles have resulted in media coverage in top-tier national publications including: Condé Nast Traveller, Travel + Leisure, The New York Times, GOOP, Well + Good, InShape, AFAR, USA Today, TLC, Thrillist and more.

MURRIETA HOT SPRINGS RESORT

Murrieta, CA

The second hot springs resort by Olympus Real Estate Group and their first California property, af&co. worked closely with their executive leadership team and our branding agency Carbonate to develop a visual identity and brand strategy followed by a media strategy to generate consumer awareness, build anticipation, and cement the resort as a “must-visit” destination for relaxation and revitalization.

Our work includes developing and managing the opening media strategy, media relations, partnership development and influencer vetting. By highlighting the resort’s historical relevance, inaccessibly for 30+ years, and the resort’s focus on the science-backed medical benefits of hot springs, our team was able to slowly build the buzz resulting in media coverage in top-tier national outlets including AFAR, Travel + Leisure, LA Times, USA Today, Thrillist and more. We also secured and coordinated a strategic partnership and social media giveaway with the LA-Based beauty brand OSEA after finding out the company’s founder was a former Spa Director at the Resort and developed the brand while working there

SILVERADO RESORT & SPA

Napa, CA

Nestled in the rolling hills of Napa Valley’s Wine Country and surrounded by over 400 wineries, the historic Silverado Resort offers a rich legacy to its guests, members, and day-trippers, as part of the Peregrine Hospitality portfolio. A California landmark for more than 150 years, the property sought new ways to attract a broader audience beyond its traditional clientele.

af&co. was engaged to elevate the property’s appeal and reimagine its brand experience, with a focus on showcasing its diverse offerings through dynamic social media content. As a youthful and energetic agency with expertise in storytelling and digital content, we leaned into our strengths to craft engaging and modern strategies. Through several lifestyle shoots and influencer campaigns, we built out Silverado Resort’s content library of vibrant user-generated content (UGC) that can now be used for Instagram Reels, in-feed posts, and more, helping to bring the resort’s unique experiences to life in a fresh and captivating way.

SIGNIA by Hilton

San Jose, CA

Located in Downtown San Jose, the reimagined Signia by Hilton San Jose (formerly The Fairmont) aimed to integrate itself into the local community and attract both residents and visitors to the hotel. Traditionally viewed as a destination for business travelers, it was important for Signia’s brand to connect with the broader San Jose community. To achieve this, the hotel partnered with nearby arts and entertainment venues, including Broadway San Jose, which regularly draws a diverse audience to its performances.v

As part of this initiative, we collaborated with Broadway San Jose to host lifestyle, food, and travel influencers for each of their shows. For the 2024 production of Peter Pan, participating influencers showcased the perfect staycation experience: a luxurious overnight stay at Signia paired with an unforgettable evening at the show’s opening night performance. This partnership not only promoted the hotel but also strengthened its connection with the local community.

TETRA & Adrestia

Sunnyvale, CA

af&co. Partnered with Evolution Hospitality and T2 Hospitality in opening their portfolio of Marriott hotels throughout Silicon Valley – AC Sunnyvale, AC Santa Clara, AC Sunnyvale Cupertino, AC Palo Alto and Hotel Citrine. To mark the final and most ambitious opening of AC Sunnyvale Moffett Park and TETRA, af&co. produced a grand opening celebration for a guest list of 500 tech executives and meeting planners. Our team curated 18 food, beverage and entertainment vendors, including Humphry Slocombe, J Vineyards, Japas Cervejarias, ShaKa Brewing, Suntory and Venus Gin, and secured internationally renowned group, Buscabella, as the evening headliner.

CASE STUDIES

Hotels & Resorts