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Xperience Restaurant Group (XRG) is a leading operator of casual and fine dining restaurants specializing in Mexican cuisine. Founded in 1954 with its flagship brand, El Torito, the company has grown to operate approximately 56 to 68 restaurants across the United States, serving over 10 million guests annually and employing a dedicated team of more than 3,400 to 4,300 members. XRGs portfolio features well-known brands such as El Torito, Chevys Fresh Mex, and SOL Mexican Cocina, each offering unique dining experiences that highlight authentic Mexican flavors. The company is recognized for its innovative concepts, including Taco Tuesday and tableside presentations, which have significantly influenced the Mexican dining scene in the U.S. XRG is committed to delivering high-quality cuisine in a welcoming environment, focusing on both traditional flavors and culinary innovation to enhance guest experiences.
F1® returns to the Las Vegas Strip November 21-23, 2024!
DESTINATION DEVELOPMENT Understanding what exists in your destination is important. Knowledge of your cannabis and hemp-related assets directly informs the strategy and program architecture. I engage and educate stakeholders, assess the destination, and develop a bespoke cannabis travel strategy and program that fosters long term success. The strategy may or may not include B2C product development i.e. trail, passport, newsletter. DESTINATION MARKETING The data shows that the cannabis-motivated active leisure travel audience is a high value audience that stays longer and spends more while in a destination. Through a dedicated cannabis travel program, I work with stakeholders to facilitate a steady flow of cannabis and hemp-related content that elevates the cannabis experience story in a sophisticated and brand aligned way. I advise DMOs on B2B and B2C content and marketing strategies. HOTEL SOLUTIONS Hotels are the heart of the travel ecosystem of a destination. Hotels greatly influence the overall experience for visitors. With a focus on guest experience, room nights, and turn-key incremental revenue opportunities, I help hotels understand, prepare for, and serve the cannabis and hemp CBD-interested hotel guest. Solutions include hospitality education, frontline staff support, and revenue generating opportunities in lobby, spa, and in-room.
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