Food-related limited engagements and one-night-only events capture the public’s imagination through everything from classic chef’s table/tasting dinners to buzzy “pop-up” restaurants, themed dining nights, charity fundraisers and food festivals staged at hotels and resorts. Even for hotels that already have marquee restaurants driving traffic, one night or a few days—with careful planning, execution and creativity—can be transformative long after the celebrity chef or bartender has left the building.
Thinking outside the restaurants has expanded how hotel management, chefs, restaurateurs and event planners can reach new customers, reinforce existing customer loyalty and maximize profitability. However, lasting success stemming from a special food event ultimately depends on strategic planning, timely themes, logistics and what cuisines and food-related experiences resonate with hotel guests.
“Whether (we are talking about) people who regularly tune in to ‘Top Chef’-type shows, follow food influencers on social media or are simply eager to try new foods, they are more adventurous and savvier about ingredients,” said Molly Gussin who, with chef/husband David Gussin, owns Prose in Woodland Hills, Calif., which had collaborations with Langham Pasadena and the Marriott Marina Del Rey for both private celebrations and open-to-the-public food events. “Showcasing what innovative chefs and bartenders can do brings fun and a buzz to a hotel where an event is hosted.”
Several hotel managers and their F&B teams also find these collaborations also generate increased demand among event planners, partners (such as liquor vendors) and community organizations to develop future food events in the property’s restaurants, ballrooms, rooftop terraces and other spaces.
Andrea Locorini, area director of marketing for The Ann Savannah, noted that across both the hotel and its restaurant, Little James, its food events respond to guests’ desire for experiences that feel grounding, human and thoughtfully curated. “Food becomes a catalyst for connection, not just consumption,” she said. “We are also working with a local organization for chef pop-up activations at Little James, and these pop-ups will activate Little James as a community-driven space creating moments where food, culture and connection intersect. While initially planned as one-off experiences, we anticipate some pop-ups may return based on guest and community response.”
The Divine is in the Details
Pebble Beach Resorts’ events succeeded because they were planned with a specific focus on the special interests of the prospective guests while tapping into the resort’s distinctive landscape (“our calling card”), prestige identity and the season, according to one of the company’s marketing leads. These include the “Whiskey x Fire” this past November pairing live fire cooking with whisky sampling, and “Traps for the Holidays,” a pop-up Christmas bar at Spanish Bay in its Traps Bar, which has a strong local following. In more recent years, he observed that guests are actively seeking an “Instagram moment,” prompting the events team needed to upgrade seated wine dinners, moving them out of the banquet room and into an interactive walk-around experience.
“Our community loves the approach of seeing local restaurants team up with our Pebble Beach Chefs while sampling over 80 spirits, cocktails and wine at ‘Whiskey x Fire,’” he said. “The ‘enchanted forest’ theme at (our Christmas pop-up) was a hit and provided an idyllic holiday scene to indulge in Christmas cocktails and foods. The biggest change I have seen is the desire for something new to experience. Today, our chefs and entire team deliver a customer service experience unlike any other and are now operating out of a state-of-the art kitchen (coming out of the renovation of) The Lodge.”
The Global Mixology Series launched last year at Resorts World Las Vegas featured world-class mixologists from some of the world’s most prestigious bars, including The Connaught in London and Licorería Limantour in Mexico City. “Building on that success, Alle Lounge on 66 is continuing this year with a program that brings bold creativity and global talent to the Las Vegas Strip,” said Senior Vice President of Operations Josef Wagner. “Each event will showcase distinctive concepts and one-of-a-kind menus, ensuring fresh content and unforgettable experiences for our guests throughout the year.”
“Gatherings at or involving The Ann Savannah put an emphasis on an immersive feel and sense of place that traditional restaurant settings don’t typically provide,” said Locorini. “Outdoors, the property offers environments for layered experiences, from patio parties with live music and seasonal food and drink specials, to courtyard gatherings like oyster roasts that feel elevated yet communal. For our steady mix of locals and hotel guests, we activate areas near the pool for relaxed cookouts, creating food moments that mirror how people gather at home. This crossover is intentional, and our goal is to create food and beverage experiences that feel welcoming to the community while allowing hotel guests to engage with Savannah in a meaningful, authentic way.”
The El Dorado Royale in Playa Del Carmen has gained a reputation for special events that capitalize on its restaurants’ chef-led concepts, immersive themed dinners and F&B programming that draws in resort guests and the local dining community. El Dorado general manager Chrystian Rodriguez said the events roster has grown to the point that more chef-driven experiences have been added to the calendar to include elevated Mexican regional tasting menus, wine-forward chef’s tables and seasonal pop-ups rooted in heritage ingredients.
“Annual events tied to Mexican gastronomy and harvest cycles continue to perform strongly due to their authenticity, limited seating and storytelling,” said Rodriguez. “Our new concepts are inspired by experiential dining trends, such as open-fire cooking, tableside rituals and immersive multi-sensory menus. Our diverse restaurants, open-air venues and lagoon-front spaces allow for highly flexible formats, from intimate chef’s tables to large-scale themed dinners. Design, acoustics, lighting and natural surroundings are intentionally leveraged to create “only-here” dining moments.”
James Lindbloom, director of beverage & special events at Sternewirth in San Antonio, credits current culinary and lifestyle trends, the popularity of craft spirits, interactive chef/bartender-led experiences and elevated brunch concepts in making Hotel Emma, the restaurant’s home, a destination for San Antionio-focused food happenings, especially through annual events for the city’s main Rodeo in February, St. Patrick’s Day in March, Fiesta in April and Derby in May.
“These recurring events work because guests expect them, and we can highlight them through compelling storytelling and F&B experiences,” Lindbloom said. “This year, we’ll be featuring a ‘Fiesta’ dinner in April to draw attention to one of our city’s premier festival events, and in May, we’ll host a Derby brunch and luxury bourbon tasting.”
Andrew Davis, food and beverage general manager at VASO Rooftop + Lounge at The AC Hotel Dublin in Ohio, said that the annual “Death by Chocolate” event in February is one of its most popular events. The culinary and bar teams collaborate to create a four-course, paired dinner in which every course incorporates chocolate in some way.
The teams at Lomas Hospitality, meanwhile, are planning a calendar of “Gourmet Pop-Up” dining experiences scheduled regularly throughout the year, designed to continuously evolve, focusing on what is new, relevant, and appealing to guests rather than repeating the same format. The group is also launching new concepts such as interactive desserts, experiential mixology (Mixologando), World Cup–themed culinary snacks for 2026, cryogenic and innovative cold dishes, a Lone Star Culinary & Music Experience (Texas) and an Omakase Lounge.
“The combination of themed menus, festive atmospheres and elevated service helps sustain high demand,” said Jonás González, an F&B manager for some of Lomas’ properties. “These initiatives are inspired by current trends in experiential dining, culinary innovation, personalization, cultural storytelling and the integration of food, entertainment and lifestyle experiences, with the ultimate goal of ensuring guests feel engaged, connected and genuinely enjoy the experience.”
Star Attractions and Local Heroes
Nearly everyone interviewed for this report stressed that their venues’ chefs and mixologists are central to an event's success. Besides, their distinctive public spaces provide a great stage for the creative culinary talents to perform.
Julian Griffiths, The Venetian Resort Las Vegas’ senior vice president of food and beverage, attests that the culinary collection inside the resort is its “superpower” and behind-the-scenes talent the heroes. He describes the individual venues as, “storytellers, each offering a distinct narrative and atmosphere.” The balance between these two groups is dynamic, often shifting based on the event type, timing and the marketing approach toward out-of-town visitors who regularly visit for its dining scene and loyal locals drawn to chef-led events and limited-time pop-ups.
“In today’s social media-driven dining landscape, guests follow the talent—chefs, bartenders and others—as much as they follow the restaurants,” said Griffiths. “People want to meet the maker, hear the story and feel that personal connection with the genius behind the brand ... which drives both interest and trust. We are placing the artistry of our new resort mixologist, Shannon Tebay, center stage as her creations will be a key feature in our culinary events. This underscores our belief that the artists behind the bar are just as crucial to creating an unforgettable experience.”
Pebble Beach’s “lifestyle events” (“Whiskey x Fire,” “Roy’s Luau, wine/spirit dinners) have a very community-based feel, with most attendees coming from within a 100-mile radius. Its larger special events (“Concours d’ Elegance,” “Pebble Beach Food & Wine,” “AT&T Pebble Beach Pro-Am, U.S. Opens”), meanwhile, consist largely of out-of-town visitors and hotel guests. Pebble Beach’s strongest events are built on the organic connections the hotel team has cultivated with talented chefs, bartenders and collaborators. Its marketing representative credits a strong local following who actively engages with food events on property. While hotel guests also play an important role, local support also helps fill seats and contributes to the properties building strong relationships with the members of the community.
Generating Excitement
Griffiths said a multi-channel approach to generate buzz is the way to go for The Venetian Las Vegas, with the common thread being experience-first storytelling to, “to meet guests where they are and give them a reason to lean in.” Social media is The Venetian’s most powerful means for management to showcase the craft behind the bars, restaurants, and talent to build momentum in real time. To complement the social content, management leverages a full suite of owned channels, including its website and targeted email campaigns. This is further amplified through strategic influencer partnerships, targeted digital advertising and select traditional media collaborations.
Rodriguez said “visual-first content” is key when promoting El Dorado Royale’s food events, along with a multi-channel approach with targeted media outreach, owned website and email marketing, social media storytelling and influencer invitations to showcase the hotel offerings as a part of a yearly strategy. “While hotel guests represent the majority, select events are designed to attract local food enthusiasts and regional tastemakers, helping position the resort as a culinary destination beyond tourism,” he said.
Hotel Emma’s email list consistently drives ticket sales, according to Lindbloom. He sees social media, website promotion and select influencer partnerships as strategies that enhance efforts to reach new audiences while engaging loyal guests.
“These experiences complement chef-led events and allow us to showcase expertise in a different way,” he said. “Hotel Emma’s approach has always been to let the story lead and sometimes that story begins with an acclaimed chef or bartender, and other times it stems from cultural events in San Antonio or philanthropic efforts. Holidays, including Mother’s Day, July 4th, Halloween and holiday season events (“Brunch With Santa,” “Winter Wonderland”) consistently generate demand in our suburban location. We've recently experienced success in expanding our market beyond the typical trendy rooftop bar crowd. For example, our first ‘Brunch With Santa’ event last December was a huge success, and we attracted a lot of young families to come enjoy the interactive experience.”
In VASO’s early days, Davis said its success was initially liquor and cocktail-driven. In the six years that have passed, however, events and limited-time promotions helped generate a significant uptick in food sales. He credits this to social media generating buzz, from posting and creating reels on the VASO accounts or through collaborations with food and travel influencers. A PR team puts VASO forward for media opportunities, while chefs and bartenders happily participate in other food event/festival opportunities as a way to more organically broaden audiences.
“Our bar team plays a huge role in attracting people to our events,” Davis said. “(They) are responsible for creating a new seasonal cocktail list every six months, and they are featured in the cocktail menus themselves. They also compete in several local cocktail competitions every year and represent us in various industry events around the city. We’ve found that the best way to determine what events do or do not work is often to try things and see what sticks. It's essential to be ambitious and not afraid to take risks. We learn from what doesn't work, and we build upon what does.”
Pebble Beach’s decision-makers leverage a blend of traditional and ‘new’ media tactics to spread the word about events, and The Ann Savannah takes on a similar layered approach. Social media channels provide them an additional advantage in how viewers can take a deep dive into events, giving them a chance to experience the event from afar and drive them to attend in the future. Thoughtful partnerships with influencers are another avenue to be able to work hand-in-hand with local media partners to inform the community about all the latest happenings including charity events.
The Power of Partnership
What’s in a name? A lot, according to F&B and management decision makers who want to be sure there are marquee names that will bring in increasingly sophisticated and eagle-eyed attendees. However, prospective partnerships need to be true to a hotel’s brand.
“Brand partnerships are essential when aligned with quality and storytelling,” said Rodriguez. “Long-term relationships are built by delivering shared visibility, education and elevated guest experiences rather than transactional sponsorships,” while Lindbloom stressed that partnerships are “most successful when they’re authentic. Our most successful wine and spirits collaborations are with brands we would champion even outside of an event. Collaborate only with brands you genuinely support!”
“We are intentional about partnering with organizations that are deeply embedded in the city and aligned with causes where we can make a meaningful impact,” said Lindbloom on charitable partnerships. “We recently hosted the ‘Hunters for the Hungry' dinner, with 100 percent of proceeds benefiting the San Antonio Food Bank. We are also driving and participating in the Michelin-recognized Partners of San Antonio charity dinner, with proceeds fully supporting Morgan’s Way and Morgan’s Wonderland, organizations that reflect the city’s commitment to inclusivity and access for all.”
Supplier partners are important to the Pebble Beach team, as is a shared belief that relationships matter when designing wine and cocktails and selecting partners for philanthropic efforts. The brands approached for partnerships must align with the property’s brand. Organizations that fit the requirements include Boys and Girls Club, MCHA (Monterey County Hospitality Association) and Rancho Ceilo (under-privileged youth finding hospitality as an outlet for success). The advice its marketing representative offers to other hotel and resort professionals is simple: “Get involved! You truly can’t belong to a community without getting involved to make it better, enriching lives along the way.”
Partnerships throughout Lomas Hospitality’s properties across North America, meanwhile, are based on a goal to keep food and drink offerings fresh for the long and short term, maintaining consistency and high quality standards. “Brand collaborations with wine, spirits and ingredient partners, meanwhile, allow the F&B team to elevate special events through mixologist activations, specialized trainings and curated experiences involving spirits, wines and Champagne,” said González. “Collaborations among Lomas Hospitality’s eight hotels and a marina are also treated as partnerships, with the respective culinary and beverage teams working together across properties when coordinating special events.”
In the Venetian Las Vegas context, partnerships are an important tool, but only when they make strategic sense, according to Griffiths. He, too, emphasized that a collaboration must feel genuine and authentic for both the Venetian brand and guests beyond logo placement.
“When done right, these partnerships are invaluable,” he said. “My advice is to be highly selective and prioritize shared values. Ensure your philosophies align early in the process and focus on designing the guest experience first. When the collaboration feels authentic, the results are far more powerful and resonate deeply with guests. My tip for others is to focus on building authentic relationships that can grow over time. When your chefs and team members feel personally invested in a cause, the impact resonates far more deeply with everyone involved, from your guests to your own team. It transforms the act of giving from a corporate initiative into a shared passion.”
“Our dedicated philanthropy team leads the way in identifying and vetting meaningful partnerships. Once the right organizations are selected—such as Ronald McDonald House and Catholic Charities,” said Resorts World Las Vegas’ Wagner, “We go beyond simple participation by actively involving team members across the resort. This hands-on approach ensures our contributions make a real impact while fostering a culture of giving throughout our organization.”
VASO hosts an event every year in partnership with Maker's Mark, giving back to hospitality industry colleagues in need. “My advice to other hoteliers and restaurateurs looking to incorporate charitable giving is to get creative and focus on the issues that are personal to you and your team,” said Davis. “This year, one of our managers had the idea to incorporate a toy drive into this party. The price of entry this year was a toy. By the time we were done, we barely had enough room left in our office to store the toys! A few years ago, we partnered with an organization that offered aid to those in need after the Maui wildfires a few years ago by donating a portion of the proceeds from one of our menu items, a Tuna Poke, to the cause.”
Collaborations are just as important to The Ann Savannah’s food and beverage programming. Locorini said they further expand marketing reach, increase brand awareness and create opportunities for events that foster meaningful networking and community connections. To build relationships that last, she said that it is important to focus on shared values and long-term alignment rather than one-off activations. The most successful collaborations, in turn, are rooted in mutual benefit, clear communication, and a willingness to grow together year after year.
“What has changed most is guest expectation,” she said. “Today, people are seeking experiential offerings across the board, and events that highlight the talent, creativity and personality of chefs and bartenders are what resonate most and continue to drive interest.”
Food will always be one of the few things that bring people—and future customers in particular—together. However, hotels and resorts have many compelling reasons in the form of one-of-a-kind gatherings to deliver that extra push.
Smart Gambles
“Because Las Vegas often acts as an early indicator of where dining is headed, we have a broad view of which culinary event trends are gaining momentum, which are starting to fade, and how restaurants adapt to changing guest expectations,” said Julian Griffiths, senior vice president of food & beverage at The Venetian Resort Las Vegas, which houses the largest restaurant collection on the Las Vegas Strip. Collaborative events include, “A Rare Affair” and “Culinary Crossroads.”
Here is a sampling of other events tapping to larger properties’ impressive hotel restaurant lineups in Las Vegas and elsewhere:
Station Casinos: The Las Vegas-based Station Casinos hotel and casino group deep dives into chef-led pop-ups and limited-time dining collaborations to generate buzz, introduce first-to-market concepts and drive repeat visitation with both locals and resort guests. A key throughline is how Station Casinos uses short-run pop-ups and chef-led dinners to build early demand for new-to-market brands and experiences before they become permanent additions. Recent successes included:
- Prince Street Pizza (New York) held a two-day preview pop-up at Red Rock Casino Resort & Spa (Sept. 29–30), again creating a limited-time “first taste” ahead of its Durango opening.
- Buffalo Trace Bourbon hosted guided tastings with Master Blender Drew Mayville at T-Bones Chophouse at Red Rock and Drop Bar at Green Valley Ranch.
- Robert Mondavi Winery Dinner Experience at T-Bones Chophouse at Red Rock paired a multi-course menu with select wines.
Tropicana Atlantic City’s Ultimate Happy Hour Trail: Atlantic City’s largest food crawl is designed to encourage guests to explore the property’s diverse food and beverage offerings. Running now through July 2026, the program invites guests 21 and over to experience 14 distinct happy hours under one roof, designed to elevate the traditional happy hour into an interactive culinary journey. Guests collect stamps at each participating venue as they sample a wide range of cuisine while working toward tiered rewards.
Margaritaville Beach Resort Nassau: Margaritaville Beach Resort Nassau successfully brought together hotel guests and local Nassau residents for a special Chef’s Table Event at JWB Steak & Seafood, celebrating the resort’s diverse culinary talent. The evening featured a curated tasting menu prepared by chefs from multiple dining venues across the property, alongside local Bahamian chefs, creating a collaborative showcase of global technique and island-inspired cuisine.
This article was originally published in the February/March edition of Hotel Management magazine. Subscribe here.