FOOD & NIGHTLIFE
PBR ROCK BAR / ROCKHOUSE
DINING & NIGHTLIFE
During my time in Las Vegas working with Fine Entertainment, I played a key role in building and launching the PBR Rock Bar and Rockhouse brands, bringing the energy of Professional Bull Riders (PBR) into the heart of the city. I worked closely with the established PBR brand to ensure an authentic and engaging presence, successfully directing the launch of two unique locations that became popular destinations on the Strip.
My responsibilities spanned across every touchpoint of the brand. From leading the creative vision for venue branding, to overseeing marketing campaigns, photography, menus, and promotional strategies, I worked with the owner operators and PBR directly to execute their vision.
This comprehensive approach ensured consistency and impact, helping these venues stand out in the competitive Las Vegas entertainment and nightlife scene.
Clients
PBR Rock Bar, Rockhouse Las Vegas
Year
2009 - 2013
Disciplines
Direction, Management, Execution
Working on the Rockhouse brand, I helped shape a concept that blended the wild, high-energy spirit of Coyote Ugly with the stylish edge of a BCBG bar in NYC.
Positioned as the ultimate Las Vegas dive bar, Rockhouse fully embraced the rock-and-roll lifestyle—bold, unapologetic, and unforgettable—creating a space where guests could let loose and experience the city’s raw, fun-loving side.
In addition to nightlife and dining, I also gained valuable experience working with nationally recognized brands Coffee Bean & Tea Leaf and Jamba Juice in Las Vegas.
In these roles, I navigated the balance between adhering to strict corporate brand standards and tailoring the guest experience to meet the unique demands of the Las Vegas market.
From ensuring visual and operational consistency to developing locally relevant promotions and offerings, I helped these brands maintain their established identity while also resonating with the diverse, fast-paced customer base of the city.
This work strengthened my ability to execute within structured brand guidelines while still bringing creativity and local insight to the table.
Clients
Coffee Bean & Tea Leaf, Jamba
Year
2009 - 2013
Disciplines
Management, Execution
FOOD & BEVERAGE FRANCHISE
In Las Vegas, I expanded my creative scope into food and dining concepts, helping shape and launch several standout restaurants on the Strip. I worked on Ranch House Kitchen, bringing a modern take on classic comfort dining to life through branding, design, and marketing direction.
Partnering with the LEV Restaurant Group, I contributed to the development of multiple distinctive concepts—including Daily Kitchen, I Love Burgers, and LobsterME—each with its own unique identity and guest experience.
My role spanned from brand storytelling and visual direction to menus, promotions, and in-restaurant details, ensuring each concept delivered a cohesive and memorable presence in the highly competitive Las Vegas dining scene.
Clients
I Love Burgers, Ranch House Kitchen. LobsterME, Daily Kitchen
Year
2009 - 2013
Disciplines
Direction, Execution
