The Aster - Hollywood

The Aster sits at the intersection of Hollywood & Vine—one of the most recognizable corners in the world. As a modern hybrid property (Boutique Hotel + Private Members’ Club), it required a brand identity strong enough to match its address. The Challenge: To solve a complex identity crisis. The mandate was to clearly differentiate and market three distinct hospitality experiences—the Hotel, the Rooftop, and the Club—ensuring they functioned as a cohesive ecosystem rather than competing interests. I had to transcend the typical "exclusive club" trope and engineer a genuine sense of place for the building, transforming a high-traffic Hollywood corner into a sanctuary that felt elevated, accessible, and worthy of its eventual Michelin Key distinction.

A black and white image of a handrawn logo

YEAR

2023 – 2025

ROLE

Complex Director of Marketing

(In-House)

SERVICES

  • Cultural Programming

  • Community Development

  • Brand Strategy

  • Marketing Strategy



Point of View

Engineering a Sense of Place: A membership club cannot survive on exclusivity alone; it requires a distinct sense of place. The mandate was to clearly differentiate and market The Aster’s three distinct business units—the Hotel, the Rooftop, and the Club—transforming a complex multi-use property into a cohesive destination through three strategic pillars:


  • Visual Placemaking - The Aster's Art Initiative: The physical space was treated as a living gallery to establish an immediate cultural identity. This involved a partnership with curator Nora Shields to acquire 50+ works from local artists and the launch of Aster Hall, a dedicated space for rotating exhibitions and artist-led programming.

  • A Rooftop Oasis - Lemon Grove: To establish the rooftop as a standalone destination, Lemon Grove was positioned as a botanical escape above the city. The curation of consistent programming and a distinct environmental feeling successfully placemade the venue as a Hollywood oasis—welcoming the public while remaining a core luxury perk for members.

  • Community Development - The Members' Club: The focus shifted toward building a stronger, more active membership product by leaning into "Community Clubs." By empowering member-led groups centered around shared creative interests (Film, Writing, Television), the club moved beyond a passive amenity and into an authentic community hub.


The Results

Global Prestige: Awarded a Michelin Key and featured in The MICHELIN Guide, establishing the property as a premier destination within the Los Angeles luxury set.

Record-Breaking Revenue: Architected a NYE strategy that generated the highest single-night revenue in the asset's history.

Select Press: Michelin • Forbes • Condé Nast Traveler

Program Profitability: Engineered a high-yield activation model that maintained average 35%–55% net profit marginsacross signature social programming.

Credits

Photography & Creative: The curation of images featured were captured by a team of incredible creative partners commissioned during my tenure.

Antonio Diaz • Steven Sprague

Copyright Notice: All photography and trademarks are the property of their respective owners. These assets are displayed here solely to represent professional tenure and work performed during the stated period.

Status: Employed (2023–2025)


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The Aster - Hollywood

The Aster sits at the intersection of Hollywood & Vine—one of the most recognizable corners in the world. As a modern hybrid property (Boutique Hotel + Private Members’ Club), it required a brand identity strong enough to match its address. The Challenge: To solve a complex identity crisis. The mandate was to clearly differentiate and market three distinct hospitality experiences—the Hotel, the Rooftop, and the Club—ensuring they functioned as a cohesive ecosystem rather than competing interests. I had to transcend the typical "exclusive club" trope and engineer a genuine sense of place for the building, transforming a high-traffic Hollywood corner into a sanctuary that felt elevated, accessible, and worthy of its eventual Michelin Key distinction.

A black and white image of a handrawn logo

YEAR

2023 – 2025

ROLE

Complex Director of Marketing

(In-House)

SERVICES

  • Cultural Programming

  • Community Development

  • Brand Strategy

  • Marketing Strategy



Point of View

Engineering a Sense of Place: A membership club cannot survive on exclusivity alone; it requires a distinct sense of place. The mandate was to clearly differentiate and market The Aster’s three distinct business units—the Hotel, the Rooftop, and the Club—transforming a complex multi-use property into a cohesive destination through three strategic pillars:


  • Visual Placemaking - The Aster's Art Initiative: The physical space was treated as a living gallery to establish an immediate cultural identity. This involved a partnership with curator Nora Shields to acquire 50+ works from local artists and the launch of Aster Hall, a dedicated space for rotating exhibitions and artist-led programming.

  • A Rooftop Oasis - Lemon Grove: To establish the rooftop as a standalone destination, Lemon Grove was positioned as a botanical escape above the city. The curation of consistent programming and a distinct environmental feeling successfully placemade the venue as a Hollywood oasis—welcoming the public while remaining a core luxury perk for members.

  • Community Development - The Members' Club: The focus shifted toward building a stronger, more active membership product by leaning into "Community Clubs." By empowering member-led groups centered around shared creative interests (Film, Writing, Television), the club moved beyond a passive amenity and into an authentic community hub.


The Results

Global Prestige: Awarded a Michelin Key and featured in The MICHELIN Guide, establishing the property as a premier destination within the Los Angeles luxury set.

Record-Breaking Revenue: Architected a NYE strategy that generated the highest single-night revenue in the asset's history.

Select Press: Michelin • Forbes • Condé Nast Traveler

Program Profitability: Engineered a high-yield activation model that maintained average 35%–55% net profit marginsacross signature social programming.

Credits

Photography & Creative: The curation of images featured were captured by a team of incredible creative partners commissioned during my tenure.

Antonio Diaz • Steven Sprague

Copyright Notice: All photography and trademarks are the property of their respective owners. These assets are displayed here solely to represent professional tenure and work performed during the stated period.

Status: Employed (2023–2025)


Smooth Scroll
This will hide itself!

The Aster - Hollywood

The Aster sits at the intersection of Hollywood & Vine—one of the most recognizable corners in the world. As a modern hybrid property (Boutique Hotel + Private Members’ Club), it required a brand identity strong enough to match its address. The Challenge: To solve a complex identity crisis. The mandate was to clearly differentiate and market three distinct hospitality experiences—the Hotel, the Rooftop, and the Club—ensuring they functioned as a cohesive ecosystem rather than competing interests. I had to transcend the typical "exclusive club" trope and engineer a genuine sense of place for the building, transforming a high-traffic Hollywood corner into a sanctuary that felt elevated, accessible, and worthy of its eventual Michelin Key distinction.

A black and white image of a handrawn logo

YEAR

2023 – 2025

ROLE

Complex Director of Marketing

(In-House)

SERVICES

  • Cultural Programming

  • Community Development

  • Brand Strategy

  • Marketing Strategy



Point of View

Engineering a Sense of Place: A membership club cannot survive on exclusivity alone; it requires a distinct sense of place. The mandate was to clearly differentiate and market The Aster’s three distinct business units—the Hotel, the Rooftop, and the Club—transforming a complex multi-use property into a cohesive destination through three strategic pillars:


  • Visual Placemaking - The Aster's Art Initiative: The physical space was treated as a living gallery to establish an immediate cultural identity. This involved a partnership with curator Nora Shields to acquire 50+ works from local artists and the launch of Aster Hall, a dedicated space for rotating exhibitions and artist-led programming.

  • A Rooftop Oasis - Lemon Grove: To establish the rooftop as a standalone destination, Lemon Grove was positioned as a botanical escape above the city. The curation of consistent programming and a distinct environmental feeling successfully placemade the venue as a Hollywood oasis—welcoming the public while remaining a core luxury perk for members.

  • Community Development - The Members' Club: The focus shifted toward building a stronger, more active membership product by leaning into "Community Clubs." By empowering member-led groups centered around shared creative interests (Film, Writing, Television), the club moved beyond a passive amenity and into an authentic community hub.


The Results

Global Prestige: Awarded a Michelin Key and featured in The MICHELIN Guide, establishing the property as a premier destination within the Los Angeles luxury set.

Record-Breaking Revenue: Architected a NYE strategy that generated the highest single-night revenue in the asset's history.

Select Press: Michelin • Forbes • Condé Nast Traveler

Program Profitability: Engineered a high-yield activation model that maintained average 35%–55% net profit marginsacross signature social programming.

Credits

Photography & Creative: The curation of images featured were captured by a team of incredible creative partners commissioned during my tenure.

Antonio Diaz • Steven Sprague

Copyright Notice: All photography and trademarks are the property of their respective owners. These assets are displayed here solely to represent professional tenure and work performed during the stated period.

Status: Employed (2023–2025)


Smooth Scroll
This will hide itself!