Tost by Tostitos® SBLVIII
2024| Las Vegas, NV
Project Overview
Following the success of the first-ever Tost by Tostitos® pop-up in Phoenix, AZ, we raised the bar for Super Bowl LVIII in Las Vegas by creating a multi-layered dining experience that brought the brand to life in a completely new way. Expanding from a single dining concept to three distinct, elevated experiences, we showcased the versatility of Tostitos® in a bold, Vegas-worthy fashion.
We took over a three-story venue and transformed it into a restaurant and lounge experience for 3,000 people over three days where guests could enjoy three unique, completely free experiences:
The Chef's Table: An elevated dining experience featuring molecular gastronomic techniques and intricate dishes, intimate seating, and service from four brilliant chefs.
Tasting Menu: A more casual offering, with a mix of bar seating and table dining that provided a set menu of creative dishes.
Rooftop Lounge: A laid-back space for socializing, featuring passed canapés, hors d'oeuvres, and cocktails, with a view of the Las Vegas skyline.
My Role
As the General Manager, I worked closely with our Executive Chef, Bar Manager, maitre d', and other leaders on the New Creatures production team, Frito-Lay and Tostitos brand teams, and MGM’s Food & Beverage department to ensure flawless execution and an unforgettable guest experience. My role involved overseeing pre-production planning and cross-team collaboration for the restaurant and then day-to-day operations.
Menu Design and Recipe Development: Collaborated with the Executive Chef and Tostitos®/Frito-Lay teams to create innovative dishes seamlessly incorporating Tostitos® products.
Dining Room Layout and Kitchen Design: Provided an operations perspective on the design and layout of all three dining spaces to maximize guest experience and operational ability.
Service Style and Execution: Crafted service models that balanced the elevated yet approachable atmosphere of each space.
Recruitment: Collaborated with local liaison Jolene Mannina to curate a high-performing service and culinary team with local talent.
Training: Developed and executed a comprehensive training program to deliver consistent, brand-focused, top-tier hospitality throughout the activation.
Technology Sourcing and Operations: Implemented technology solutions, including reservations management, POS, and MISEbox training systems, to streamline operations and enhance guest and team experiences.
Reservations Management and Table Setup: Developed and executed a detailed plan for managing reservations, seating, and table flow, ensuring optimal guest turnover and service efficiency.
The Approach
For the Las Vegas activation, I focused on scaling up from the Phoenix pop-up while maintaining the intimacy and elevated guest experience across three unique dining spaces. Given the complexity and scale of this event, it was critical to assemble a team of high-performing, experienced leaders.
With an Executive Chef and Bar Manager on board, we worked to finalize innovative menu and beverage programs that highlighted Tostitos® products. Multiple rounds of tastings and refinements ensured that each dish and drink reflected the brand’s vision and provided a "wow" factor worthy of Las Vegas. Throughout the process, we had to balance the ambitions of the menu items with the reality of executing them at scale.
Simultaneously, I partnered with the brand, design, production, and marketing teams to align the creative vision of the space with the operational execution of that vision. This included refining distinct layout, lighting, decor, and service flow of each space to aligned with the specific atmosphere, whether the immersive luxury of the Chef's Table or the laid-back vibe of the Rooftop Lounge.
We meticulously reviewed every detail of the operation, revisiting the menu, service flow, and guest experience repeatedly until we had considered every possible angle. Once we were confident that everything was dialed in, I turned those insights into a structured, comprehensive training program. With only a day and a half to execute training for a team that had never worked together, it was critical to provide detailed information on the food and drinks, ensuring the staff could deliver a shockingly polished, high-end experience, especially given that the service was complimentary.
This level of sophistication was key to exceeding guest expectations. My goal was to forge an emotional connection to Tostitos, ensuring that whenever our guests encountered the brand, they would be reminded of the joy and excitement of their dining experience at Tost.
Key Results and Impact
Client Satisfaction: The activation exceeded the expectations of Tostitos® and Frito-Lay®, who expressed exceptional satisfaction with both the creative execution and operational delivery, highlighting the project as a standout success among their Super Bowl activations.
Seamless Brand Integration: The elevated and immersive dining experiences successfully incorporated Tostitos products into every dish and drink, showcasing the brand’s versatility in unique and unexpected ways and reinforced the emotional connection to Tostitos and left a lasting impression on guests.
Positive Guest Feedback: Guests frequently expressed surprise at the sophistication of both the food and service, with many commenting on the high-quality execution, especially given the complimentary nature of the event.
Operational Efficiency Across Three Concepts: Despite the complexity of managing three distinct dining experiences, service was executed smoothly across all spaces.
High-Performing, Well-Trained Team: With just 1.5 days of training, we transformed a team of 60 individuals who had never worked together into a cohesive team that delivered exceptional hospitality and represented the Tostitos brand with pride.
Creative Menu Execution at Scale: The innovative menu and beverage program, which incorporated molecular gastronomic techniques and complex dishes, was executed flawlessly despite the scale of the event.
Effective Collaboration with Partners: Successfully partnered with New Creatures, Frito-Lay, MGM, and local liaisons to create a unified vision and operational plan. This collaboration ensured that the production, culinary, and service teams were aligned, resulting in a highly successful and memorable activation.