How do we create a unifying brand experience for Margaritaville Restaurant Group’s annual leadership gathering—one that honors Jimmy Buffett’s legacy, brings three distinct restaurant brands together, and signals a confident, future-facing vision to long-tenured teams?

Margaritaville is more than a group of restaurant brands, it’s a shared state of mind rooted in hospitality, heart, and human connection. While the brands under the Margaritaville umbrella each express that ethos differently, they are united by the same Jimmy Buffett spirit. To resonate, the experience couldn’t flatten those differences. It had to celebrate them, while reminding teams that “laid-back” hospitality is an active, intentional craft.

A brand storytelling and experience system that brought the Margaritaville state of mind to life—on screen and in the space.

A three-part film series serving as the emotional backbone of the experience. The opening sizzle honored Jimmy Buffett’s legacy and cultural impact, setting the tone for what followed. The next two films shifted the focus to the people behind the brand, revealing how the Margaritaville mindset shows up in real moments of service every day.

Surrounding the films, we created an immersive visual system that unified Margaritaville Restaurants, LandShark Bar & Grill, and 5 O’Clock Somewhere Bar & Grill. A series of oversized travel posters adorned the room and halls, each featuring a real restaurant location that restaurant operators were able to take back with them at the end of the retreat.

A unifying design system inspired by beach textures, Key West energy, and the rhythms of island hospitality, the environmental design allowed each brand to maintain its unique personality while clearly belonging to the same family.

Rather than positioning leadership at the center, the focus was on the people who live the brand. The result? An experience that felt authentic, earned, and deeply aligned with Margaritaville’s past, present, and future.

Resulted in $750K annual scope increase.