Case Study

the PERRY South Beach

Premier oceanfront property in South Beach, Miami

50% Increase in Bookings Within One Month of Rebranding

Working quickly and aggressively to get the new brand up and running, I applied my expertise to ensure that the new owners did not see any revenue loss during the transition from the Gansevoort hotel brand to a new name with no history. In fact, I was able to increase the property’s revenue within the first two weeks.

Rebranding Expertise Leads to Stellar Profits


In early 2012, Starwood Capital Group acquired the ailing and well-known Gansevoort Hotel Miami, located in a tight, highly crowded vacation market. The hotel/condo underwent more than $100 million in renovations and was being simultaneously rebranded, launching with a new and previously unknown name and web address.

The new brand was starting from square one and needed lightning-fast results.


I produced brand new digital assets for the property in record time, making sure a new website and accompanying marketing plan were in place by midnight on the day of transition. I launched the most aggressive digital marketing and revenue optimization campaign ever seen in the Miami market, earning the new ownership striking results that far exceeded their expectations.

Within one month of rebranding, the hotel was making 50% more revenue than it did under the Gansevoort name.

website traffic increase


mobile revenue increase


overall revenue Increase





“With the new name, we would have been happy just breaking even. We assumed that changing the brand name overnight would result¬†in a revenue hit. Instead, Vikram’s expertise in rebranding and reflagging provided a significant increase in revenue.”

Hotel Manager
The PERRY South Beach

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