THE ASK

THE PROBLEM

The brand has a following of loyal enthusiasts in the Mid-Atlantic, but most of America doesn't know the power of Old Bay.

THE RESEARCH

  • Old Bay brand and consumer analysis

  • Survey & In-depth interviews

  • Travel Industry research

THE SOLUTION

Appeal to culinary travelers by battling the bland with the bold. 

Create an immersive consumer experience for the classic spice brand Old Bay.

A bold hospitality experience that encourages food-lovers to come together and transform their ordinary

YOUR STAY AT THE BAY

YOUR STAY AT THE BAY

The lobby is the heart of this hotel. The Bay encourages you to live in the moment and that starts here. It will also provide some great backgrounds for the 'gram. 

 

The interior will have exposed beams and brick decorated with vibrant murals and corrugated metal accents as a nod to its factory in Baltimore.  

THE LOBBY

THE BAYSIDE

The Bayside Restaurant is seated on the top floor of the hotel and provides great views of the city through its giant bay windows.

 

The menu offers a range of Old Bay themed options that will satisfy any foodie. Diners can stick to an old favorite, the Crab Dip app, or get more adventurous with a sweet and savory pimento cheese donut.

THE ROOFTOP

The rooftop is the ultimate playground for Old Bay lovers and novices alike.  A night of minigolf is available for $8 per person as well as unlimited rounds of skeeball.  Guests can also enjoy live music on weekend nights while they snack on old bay fries and street tacos. 

AMENITIES

Guests will never run out of things to do at The Bay. Cooking classes are available each day catering to any level. Addtionally guests can book privte lessons with our Old Bay chefs. 

 

If relaxation is more of their thing, the sprawling indoor-outdoor pool should do the trick. Old Bay's various specialty beers will be on tap and crab shaped pool floats are available on demand.

LAUNCH STRATEGY

LAUNCH STRATEGY

BALTIMORE

MARYLAND

We plan to launch in Baltimore because the city loves Old Bay. We want to encourage locals to enjoy the Bayside and rooftop too!

Additionally Baltimore has a thriving tourist scene and we think this is the perfect place to make guests fall in love with Old Bay. 

MIAMI

FLORIDA

Miami makes for a great second location because of its large seafood and tourist industry.

The city's popularity as a party and foodie destination fits in perfectly with The Bay's mission to battle the bland. 

SANTA MONICA

CALIFORNIA

The Bay Santa Monica provides a bridge to the west cost. Though there are pockets of Old Bay enthusiasts here, The Bay will

play ambassador to western food adventurers. 

TEAMMATES

MY ROLES

Jonathan Castaneda (CBM)

Emillee Lampert (CBM)

Bradley Wells (CBM)

Secondary Research

Brand Audit

Product Development

Moodboards

Logo Design

Kimberly Burgess

Creative Brand Manager

Burgesskc@mymail.vcu.edu