Ever wondered what it's like to work in the glitz and glamour of Las Vegas? I chatted to Sal Wise VP of Marketing for the Hakkasan Group, whose chic and luxury venues attract an enviable list of clientele worldwide. Sal has worked for the high-end hospitality company for the past decade and now manages a team of 30 employees. He may live in a city that never stops partying, but Sal works long hours to ensure the continued success of the venues he looks after. His day comprises of marketing meetings for current initiatives, strategising at least six months ahead, reviewing marketing collateral, corresponding with partners about potential activations and liaising with artist management teams.
It's a role that isn't for the faint-hearted.
Sal Wise VP of Marketing
Lynsey Carratt (LC): Tell us about Hakkasan Group. How many venues do you have?
Sal Wise (SW): "Hakkasan Group is a worldwide hospitality company with establishments across North America, Europe, Middle East, Asia and Africa in over 24 international cities. Its portfolio includes restaurants, nightlife, day-life and soon-to-open hotels and resorts all focusing on service, design, innovation, and experience. Around the world, we have 42 venues: 31 restaurants, seven nightclubs and four day-clubs."
LC: What are your favourite venues?’
SW: "My favourite venues are Las Vegas-based. It would be OMNIA Nightclub at Caesars Palace because it’s one of the most aesthetically attractive nightlife venues as it features the 22,000 lb kinetic chandelier comprised of eight circles.
This feature is one of the most Instgrammable shots in Las Vegas and has yet to be replicated anywhere in the world. My other favourite spot would be Hakkasan Nightclub, our flagship venue. This five-level megaclub just enhanced its Main Room with the largest kinetic light art installation in the U.S., The Hakkasan Grid. This new installation changes to infinite shapes and colours, and completely takes artists' performances to the next level."
LC: How long have you been in the role of VP of Marketing?
SW: "I have been the VP of marketing for a year, but with the company in a marketing capacity for 10 years."
LC: Do you have a big team to manage?
SW: "I manage about 30 individuals spanning from public relations, graphic design, marketing and social media."
LC: What is the hardest part of your role?
SW: "The hardest part of my role is allowing my team to embrace their creative marketing and being able to bring it to fruition while understanding its adaptability to the Las Vegas market.
We of course always strive to lead in innovation as Las Vegas is a very competitive market, however, we also understand that some things help drive guests and others do not."
LC: What do you enjoy the most about your job?
SW: "The people I work with. I think you are only as strong as your team. Together they build a great company culture."
LC: Describe a typical day in your job?
SW: "A typical day consists of reviewing ticketing reports for all of our Las Vegas daylife and nightlife venues first thing in the morning, leading marketing meetings for current initiatives and strategising at least six months ahead. Then there's, reviewing marketing collateral, corresponding with partners about potential activations and liaising with artist management teams."
LC: How do you manage work stress?
SW: "I never react or provide feedback instantly. I take a step back, play classical music, and digest the situation".
LC: How do you spend your downtime?
SW: "Traveling with my new wife."
LC: Favorite thing about Las Vegas?
SW: "It’s a city of convenience. Everything you need is within close proximity and is probably open very late if not 24 hours."
