Grinch’s Lair

Concept Development + Creative Direction + Experiential Marketing

What started as an idea to reimagine underutilized square footage grew into a bold seasonal activation that transformed the hotel's landscape.

In 2023, I introduced a new vision for Hotel Emery: turning static meeting rooms into a buzzing holiday attraction, Grinch’s Lair. This unlocked an entirely new revenue stream, revitalized guest engagement during a traditionally slow season, strengthened Hotel Emery’s brand presence in the market, and helped re-energize the downtown community.

The success of Grinch’s Lair proved the potential of creative space activation, setting a new standard for seasonal programming at the hotel and opening the door for future large-scale pop-up experiences.

Year
2023

Client
Hotel Emery

CONCEPT

Bringing the Grinch to Life

Grinch’s Lair invited guests into a reimagined world of festive mischief, filled with larger-than-life holiday installations, neon-soaked decor, and spirited surprises around every corner. The immersive environment encouraged guests to sip, explore, and share their experience socially, helping to amplify organic reach.

Key Elements:

Bold, playful holiday theming layered throughout the space for full visual impact
Custom cocktails inspired by the mischievous Grinch narrative
Instagrammable decor and moments designed to spark guest photos and shares

The Wins

Grinch’s Lair far surpassed expectations in its debut season, driving significant revenue, selling out nearly every night, and generating major buzz across media and social. I led the creative vision from concept to execution—developing the brand, theming the space, designing the guest experience, and producing all marketing efforts. The pop-up earned on-air features with KARE 11 and WCCO, boosted social engagement, and firmly positioned Hotel Emery as a must-visit holiday destination. Most importantly, it laid the groundwork for a new annual tradition—and a proven model for immersive, revenue-driving pop-ups at the hotel.