Eavie and I met in 2013 while on the opening Sales team of Ace DTLA on Broadway. I had just moved back to LA from NYC and though I had many childhood friends and family here, she was probably my first “new” friend. Eavie was living in Downtown LA at the time and so was resident expert to show me around town. She also told me everything I needed to know for my first trip to Los Alamos and the Santa Ynez Valley’s wine country, way back before it was the hot spot it is today. I admire Eavie’s calm demeanor, thoughtfulness, great taste and ability to not take it all so seriously.
Ace was the first hotel to open in Downtown LA after many years without a boutique opening (I think the Standard DTLA had opened in 2002…) and the pre-opening phase was exciting because we could quickly see the neighborhood starting to transform in a way that felt productive (not just your run of the mill gentrification). The marketing around Ace’s opening was really well done and as the Sales team, we certainly benefitted from it : The Billboard on the side of the building was used for art collaborations, the Theatre (Mary Pickford’s 1927 movie palace inspired by a church in Segovia Spain) showcased performances by the David Lynch Foundation, Nick Cave, LA Dance Project and more.
There was a fun energy around the revitalization of the historic theatre district and the best chefs and shops were popping up all around us. I remember that during our soft-opening, the downtown cool kids had already found the mezzanine in the restaurant and had laptops popped. It felt like something the community wanted and needed. On the downside, we worked in a basement office and likely suffered seasonal depression. Eavie and I did manage to have so much fun while working together, and have stayed friends ever since.
Eavie now works for Pali Society where she heads up the Marketing Department. Pali has 7 properties in Los Angeles alone, and has expanded exponentially across the country in the last several years. I always love catching up with her. Here she shares a bit of a day in the life as a hospitality Marketing Director. Enjoy!
In a sentence how do you describe what you do within the hospitality world?
I make sure people know about us and want to stay at our hotels and dine at our restaurants. I could probably list a hundred bullet points on what that entails, from partnerships and social media to email marketing campaigns and being crazy meticulous with all of our brand representation and guest-facing touchpoints, but at the end of the day... I sell the dream to get heads in beds & butts in seats.
What is the road you took to establish yourself in your current role?
It was a windy road! After being on the pre-opening team and doing events sales at Ace DTLA (may she rest in peace,) I took a much-needed break from hospitality. I was a freelancer for several years, mostly as a copywriting, branding, and marketing consultant, but what's that Godfather quote? "Just when I thought I was out, they pull me back in!" The friends you make and the relationships you build in hospitality tend to be pretty ride-or-die. When a marketing position opened up at Palisociety, an old pal from Ace threw my name into the ring and it felt like the right move. Four years and seven openings later, I'm still doing the thing!
Who or what inspires you? Within or outside of the hospitality industry.
Honestly? Hillstone Restaurant Group. Yes, I live in LA and I know there are so many cool, new restaurants and classic spots to support and I do whenever I can, but the Houston's in Pasadena is still my favorite place for dinner. The service is consistently amazing, the food is so reliable, and it's always busy, so there's a built-in energy that's delightfully unpretentious. They crush the essence of hospitality in a lot of ways. Also, every bar should embrace the Houston's martini glass swap.
Do you have a pinch me moment or horror story you'd like to share (within the hospitality world)?
When RuPaul's Drag Race filmed their finale at The Theatre at Ace! Seeing the hotel lobby full of fabulous queens was such a treat. It was a night full of joy and a big achievement for the team at the time. Also, RuPaul's production company, World of Wonder, is filled with some of the loveliest people on earth. It's been a decade, and I still remember how professional and kind they were.
Your favorite regular guest? What's their order and why do you love them?
My cop-out answer is... all the doggie guests! Working for a dog-friendly hotel brand is great. They mostly order water, though.
Favorite hospitality space you've visited recently and why? (hotel, restaurant, bodega...)
I had dinner at Dan Tana's recently. It's a time capsule! I love the fact that they still aren't on OpenTable or Resy. The host is just writing out reservations in pencil in a giant book. It has so much classic charm and it's rare to be in restaurant spaces nowadays that feel appropriately staffed.
This gig is super tough. Why do you do what you do?
I ask myself this question more often than I'd like to admit! At the end of the day, I just love taking care of people and being a great host. In hospitality, you have the opportunity to make someone's day, like constantly. So, I do it because I know a great hotel room, a nice meal, attention to little details, or a cool activation can bring actual joy to a stranger's life. Also, I have a chronic fix-it brain and I'm weirdly obsessed with refining processes, so there's always something to drive me bonkers, but also fuel my Virgo brain.
Send Eavie a drink if you see her at the bar. Thank you for reading!
Love Eavie! And Houston’s :)