Waterfront Group Digital Revitalization
A complete digital revitalization for a beloved San Diego hospitality group.
•
Eight Brands
•
One Vision
•
Two Weeks
• Eight Brands • One Vision • Two Weeks
Project Overview
The Waterfront Group approached me with a challenge. Eight distinct hospitality brands, each with its own personality, all living on outdated single-page websites that were hurting their online presence.
The goal was to create a cohesive yet individualized web presence that would modernize each brand, improve user experience, and drive organic engagement all without losing what made each location unique. I led the project end-to-end across UX strategy, template architecture, design, development, SEO implementation, third party app integrations, and stakeholder management.
Strategy & Execution
Template System: Engineered a versatile, responsive website template that served as the foundation for all 8 sites, enabling rapid deployment without sacrificing brand individuality.
UI/UX Design: Established a consistent UI/UX across all platforms, ensuring ease of navigation while successfully reflecting the unique character of each location.
SEO Implementation: Applied local SEO standards and search configurations tailored to each brand, directly increasing organic traffic across all 8 sites.
Third Party Integrations: Seamlessly integrated reservation and ordering platforms across all 8 sites, connecting each brand's unique tools directly into the customer experience.
Social Media Assets: Designed AI-assisted social media content and digital assets in Canva and Adobe Illustrator, ensuring visual consistency between social storytelling and live website pages. Managed social media team and complex posting schedules using Sprout Social.
Stakeholder Management: Managed eight client relationships simultaneously, coordinating feedback, approvals, and revisions across all brands to meet an ambitious 2 week deadline.
✓ 8 sites launched in a tight 2 week timeline
✓ 100% brand individuality maintained
✓ Increased organic traffic across 8 companies
✓ Six properties scored 100% SEO on Google PageSpeed Insights, two scored above 90%
✓ Third party apps integrated across 8 companies
The Results
The 8 Companies
Aero Club Bar
aeroclubbar.com - A legendary San Diego dive bar with 500+ beers on tap.
The Hills Pub
thehillspub.com— A laid-back neighborhood bar nestled in the San Diego hills.
Werewolf SD
thewerewolf.net — A dark, moody cocktail bar with a bold and dramatic identity.
Harbortown Pub
harbortownpub.com — A waterfront neighborhood pub with a warm, welcoming vibe.
Sycamore Den
sycamoreden.com — A cozy neighborhood bar with a warm, rustic atmosphere.
Club Marina
clubmarinabar.com — A lively waterfront venue perfect for events and gatherings.
Waterfront Bar
waterfrontbarandgrill.com — San Diego's iconic waterfront dining and drinking destination.
Eastbound Bar & Grill
eastboundbarandgrill.com — A classic American bar and grill with a local neighborhood feel.
