Brand & Digital · Experiences · Photography
Surety Hotel /
Aparium Hotel Group
Fractional Lifestyle Director · Creative Marketing & Social Media Consultant
Des Moines, Iowa
A multidisciplinary creative partnership spanning Surety Hotel, its food and beverage outlets, and its events, sales, and catering operations in downtown Des Moines.
Working in a fractional lifestyle direction and social media consulting capacity, I helped connect the property's physical experiences with its broader brand presence through lifestyle programming, event curation, creative production, visual storytelling, and digital marketing.
From the hotel and Mulberry Street Tavern to its coffee outlet and outdoor courtyard, the work extended across multiple spaces and guest touchpoints—bringing together hospitality, culture, community, and content.
Scope of work
- Lifestyle & Event Curation
- Event Planning & Production Coordination
- Social Media Strategy & Management
- Community Management
- Brand & Lifestyle Photography
- Food & Beverage Photography & Video
- Event Photography & Video
- Content Creation
- Platform Strategy
- Graphic Design
- Website Support
- Event Page Management
- Creative Partnerships
- Vendor & Talent Coordination
THE HOTEL
A destination beyond the guest room.
Supporting the hotel's lifestyle identity through creative direction, visual storytelling, social media strategy, and ongoing content development.
The work connected the property's architecture, interiors, guest experiences, and hospitality philosophy with a cohesive digital presence—positioning the hotel as both a place to stay and a destination within the city.
FOOD & BEVERAGE
The culture of gathering.
Creative direction, photography, video, and digital content supporting the hotel's food and beverage experiences, from restaurant dining to everyday coffee rituals.
Working across culinary storytelling, promotional campaigns, social media, and visual content production, the goal was to translate the atmosphere, personality, and hospitality of each outlet into engaging digital experiences.
EVENTS & EXPERIENCES
Programming the experience.
Lifestyle programming and experiential event development formed a central part of my work with Surety Hotel.
Collaborating with hotel leadership, the events, sales, and catering teams, and a network of local artists, makers, vendors, and creative partners, I helped conceptualize, coordinate, promote, and execute experiences that brought the property and its community together.
The work extended from creative concepts and event planning to vendor coordination, talent sourcing, promotional campaigns, on-site production, and event photography and video.
Courtyard programming & activations
Lifestyle, culture & live music
Markets & creative collaborations
Private events & event communications
BRAND & DIGITAL
Connecting the experience to the audience.
An integrated approach to digital storytelling supported the hotel's identity across social platforms, promotional campaigns, event communications, and online guest touchpoints.
My work included social media strategy and management, content planning and production, community engagement, graphic design, website support, and event page management—creating a consistent visual and editorial presence across the property's various experiences and outlets.
COMMUNITY & COLLABORATIONS
Rooted in the city.
An important part of the work was building connections between the hotel and Des Moines' creative community.
Through collaborations with artists, local businesses, makers, musicians, and cultural partners, the property's spaces became opportunities for gathering, discovery, and shared experiences.
These relationships informed both the hotel's programming and its broader community-facing identity.