Seasonal Event Brand Activation
Park Chalet | San Francisco
Overview
Santa Brunch was developed as a fully branded, seasonal dining experience designed to drive reservations, elevate guest experience, and establish a repeatable holiday revenue program.
Business Challenge
Holiday dining is highly competitive, and seasonal promotions often blur together. Park Chalet needed a distinctive, well-executed holiday event that would stand out, drive demand, and justify repeat annual investment.
Objective
Create a branded Santa Brunch experience that increased reservations, delivered a memorable family-focused event, and positioned the offering as a recurring December tradition.
Strategy
Launch an immersive, multi-channel campaign that:
Positioned Santa Brunch as a destination experience—not just a meal
Unified marketing, menu design, décor, entertainment, and on-site execution
Built urgency through consistent messaging across every guest touchpoint
Key Marketing Channels
Eventbrite: Centralized event listings and reservations
Email Marketing: E-blasts driving awareness and urgency
Social Media: Posts, stories, and reels highlighting Santa, live music, and atmosphere
In-House Marketing: Posters and table tents reinforcing the event on-site
Website: Featured seasonal event placement with clear CTAs
PR & Awareness: Local visibility beyond the existing guest base
Experience & Creative Direction
Partnered with the chef to develop a special Santa Brunch menu
Designed custom printed menus aligned with the holiday brand aesthetic
Coordinated festive décor and ambiance throughout the space
Contracted a live acoustic guitar player for both event days
Focused creative on warmth, tradition, family experience, and holiday nostalgia
Leadership Role
Led the campaign end-to-end, including concept development, cross-channel strategy, creative direction, vendor coordination, and on-site experience planning to ensure brand consistency.
Impact
Santa Brunch sold out across the two-day event
Exceeded expectations and demonstrated strong demand
Successfully transitioned from a one-time activation into a recurring December program, with Park Chalet committing to host Santa Brunch every weekend the following year
