Hospitality Management Services

LA MONIQUE

What began as a vision to bring French sophistication to California’s coast evolved into one of Santa Monica’s most elevated new dining destinations. Tasked with transforming that vision into reality, 34th Floor set out to design a restaurant that balanced refined French elegance with the relaxed spirit of the coast, appealing to both discerning locals and global travelers staying at Hotel Oceana.

The project demanded full-scale concept development and operational buildout—from defining the brand identity and sourcing world-class talent to crafting the menu, service philosophy, and guest experience.

34th Floor led each phase of creation, including:
 ·Brand and concept development rooted in modern French refinement and West Coast ease.
 ·Recruitment of a top-tier culinary and leadership team to embody the restaurant’s spirit of precision and elegance.
 ·Menu design and service standards emphasizing sophistication, consistency, and a seamless sense of hospitality.
 ·Operational and marketing launch strategy aligned with Hotel Oceana’s identity and enhanced through partnerships with Hilton and key regional influencers.

The debut was supported by a comprehensive PR and influencer campaign, generating remarkable visibility: 11 media dines, 14 local and regional features, 7 national features, multiple broadcast placements, and more than 70 influencer posts. Coverage from Forbes, The Infatuation, Food & Beverage Magazine, LA Weekly, and creators including Paris Hilton, Lisa Breckenridge, and Opulus amplified reach and credibility.

La Monique quickly captured the public’s attention, achieving high reservation demand, exceptional guest satisfaction, and recognition as “Santa Monica’s most elegant new restaurant.” The opening reinforced 34th Floor’s ability to concept, develop, and operate within the luxury and lifestyle space, uniting storytelling, service design, and guest experience into a destination that feels both luxurious and effortless.

LIV GOLF TEAM CHAMPIONSHIP

34th Floor was tasked with delivering all hospitality operations for the 2025 LIV Golf Team Championship at Saint John’s Resort in Plymouth, Michigan. The event combined world-class golf with high-profile entertainment, drawing daily crowds of 12,000–17,000 attendees and 4,000 Pro-Am guests. The challenge was to design and execute a seamless, large-scale culinary experience that matched the elevated expectations of a global sporting audience while managing complex logistics across multiple venues and service levels.

34th Floor developed and managed a comprehensive multi-venue food and beverage program encompassing Club 54, Birdie Shack, Fanstand, LIV Suites, Oasis Lounge, Backstage Lounge, VIP concert platforms, and quick-service concessions. Each venue featured distinct menu concepts, premium beverage programs, and custom service models suited to its audience.

To maintain consistency and quality, the team implemented:
 ·Centralized back-of-house production hub and mobile service units for efficient distribution.
 ·Tight logistical coordination between culinary, operations, and service teams to ensure speed and scalability.
 ·Guest experience design focused on blending luxury with accessibility—meeting the needs of VIPs, concertgoers, and patrons alike.

The event was a resounding success, showcasing 34th Floor’s ability to deliver hospitality excellence at scale. Across three days of elite golf, festival-style entertainment, and headline concerts by Imagine Dragons and Swedish House Mafia, the F&B program maintained high standards of quality, service, and guest satisfaction. The operation not only elevated the Cardinal course on an international stage but also reinforced 34th Floor’s reputation as a trusted partner for large-scale, high-touch global events.

JOELLA’S HOT CHICKEN

Joella’s Hot Chicken is a nine-unit regional fast-casual brand known for its crispy tenders, seven heat levels, and Southern-inspired comfort food. Facing softening consumer confidence, selective spending, and rising competition, the brand began to see declines in sales and transactions despite strong equity.
 
The 34th Floor was brought in to reset the foundation and reignite growth. After a full brand, marketing, and financial audit, we refreshed the brand identity, simplified menu architecture, evaluated the middle of the P&L for margin efficiency, introduced a paid media engine, and launched a new hero product—wings—to meet demand and drive incremental orders.

We rolled out a new brand playbook, streamlined menu boards, optimized LTO strategy, and delivered creative that highlighted Joella’s signature flavor levels while appealing to new audiences. Paid media targeted Gen Z and Millennial families, while operational improvements reduced friction and improved throughput. The wings launch added a compelling product story and helped the brand compete in a high-demand category including third-party delivery.

The revitalized brand, clearer positioning, and more disciplined operations helped deliver a double-digit swing in sales, stronger engagement, and a new product that quickly reached 15% menu mix. Joella’s emerged more modern, relevant, and competitive across its markets.