Red Pencil Logo: squares representing colors of the ocean from light blue to deep blue, then red at the bottom


Collaborating with hospitality ownership groups and leadership, Red Pencil brings new concepts to life.

Like the sea creature it’s named in honor of, Red Pencil elegantly negotiates the terrain of hospitality ecosystems: customer research, design, ideation, branding, marketing, culture, training, and operations. Red Pencil provides oversight consistent with ownership’s vision and recruits partners or uses preferred ones.

From opening an iconic cocktail lounge, Starlite, at The Beacon Grand Hotel in San Francisco to developing a loyalty & hotel website for the Rio Hotel & Casino Las Vegas, to leading the customer experience research efforts of The Boca Raton Club, to roadmapping technology improvements for The Bartolotta Restaurants group, Red Pencil provides start-to-finish executive leadership to clients. 


Develops quantitative & qualitative research studies to enhance the customer experience of hospitality concepts.


Develops new concepts, venues, advertisements, marketing strategies, sales brochures, surveys, and social media styles.
Serves as Creative Director on photograph & video shoots, often standing in for Chief Marketing Officers. 


Motivates leaders to define cultural values & everyday business practices consistent with the experiential & revenue goals.


Rio Las Vegas Logo
Fora Logo
The Cosmopolitan of Las Vegas Logo
The Bartolotta Restaurants Logo
The Boca Raton Club Logo with Crest
Drew Las Vegas