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CASE STUDY
OBJECTIVE
OBJECTIVE
To increase foot traffic and revenue across Rio Las Vegas' food & beverage outlets while simultaneously enhancing Star Trek-themed conference attendee experiences. The goal was to keep guests onsite with complementary programming that aligned with the client’s theme without competing with their official event schedule. We wanted to showcase Rio’s ability to deliver immersive, themed experiences for return business.
STRATEGY
STRATEGY
In collaboration with Rio Entertainment, Food & Beverage, and Marketing teams, we developed a nightly Star Trek Movie Marathon in the Masquerade Village adjacent to a lounge that featured themed drink specials. Each food & beverage outlet featured Star Trek-inspired specials throughout the day.
The promotion was multi-channel and on-property, including:
Signage throughout the conference, casino and hotel spaces
A dedicated website landing page with schedules and F&B details
In-room TV messaging to reach guests directly
A press release to attract wider visibility and media interest
Conference organizers communication channels (emails, website, social media)
RESULTS
RESULTS
The activation received positive feedback from both the client and attendees. Conference-goers engaged with the themed offerings and organically flowed into Rio’s outlets, boosting F&B sales across the conference dates. The movie marathon screenings created a sense of atmosphere and community, and the immersive theming helped solidify Rio’s reputation as a creative partner capable of aligning with high-profile events. Importantly, the events respected the client’s programming schedule, avoiding conflicts and reinforcing collaboration.
ROLE
ROLE
As Group Experience and Marketing Manager, I was responsible for overseeing the entire lifecycle of the experience. My role included:
Coordinating and project managing cross-departmental collaboration with the Entertainment, F&B and Marketing teams
Managing timelines, approvals, and execution of marketing deliverables
Ensuring thematic alignment with the client’s Star Trek conference agenda
Serving as the client liaison to avoid programming conflicts and maintain a strong working relationship
Overseeing day-of logistics and ensuring a polished guest experience throughout
This project demonstrated my ability to balance creative vision, operational execution, and client service to deliver results that benefit both guests and the bottom line.
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