The hospitality and entertainment landscape continues to evolve, and strategic leadership appointments are crucial for companies looking to stay ahead of emerging trends. The Meruelo Group’s latest executive appointment signals a significant investment in brand development and guest experience innovation that could reshape how hospitality companies approach marketing in 2025 and beyond.
Strategic Leadership Addition Strengthens Marketing Vision
The Meruelo Group announced the appointment of Ronn Nicolli as Chief Marketing and Experience Officer, a newly created role that underscores the company’s commitment to elevating its hospitality and entertainment brands. Nicolli will oversee brand strategy, marketing, and guest experience initiatives across the company’s diverse portfolio, with particular focus on flagship properties SAHARA Las Vegas and Grand Sierra Resort and Casino in Reno, Nevada.
This appointment represents more than just a traditional marketing hire: it’s a strategic move that positions The Meruelo Group to capitalize on evolving consumer expectations in the food and beverage industry and hospitality sector. As travelers and diners increasingly seek authentic, memorable experiences, having dedicated leadership focused on both marketing excellence and experiential innovation becomes essential for competitive advantage.
The New Role: Marketing Meets Experience Design
In his newly created position, Nicolli will lead the development and execution of innovative marketing and experiential strategies designed to deepen customer engagement and drive growth across multiple markets. This integrated approach: combining traditional marketing with experience design: reflects current hospitality industry trends where successful brands must deliver cohesive journeys that extend far beyond initial advertising touchpoints.
The role encompasses several critical areas that directly impact food and beverage operations:
- Brand Strategy Development: Creating unified brand narratives across diverse properties and market segments
- Guest Experience Innovation: Designing touchpoint experiences that enhance dining, entertainment, and hospitality interactions
- Cross-Portfolio Integration: Developing marketing strategies that leverage the strengths of multiple properties and offerings
- Market Expansion Support: Building marketing frameworks that support growth into new markets and demographics
For food and beverage directors and hospitality managers, this appointment highlights the increasing importance of integrated marketing approaches that consider every aspect of the guest journey, from initial brand awareness through post-visit engagement.
Leadership Perspectives on the Appointment
Alex Meruelo, Chairman and CEO of The Meruelo Group, emphasized the strategic importance of this hire: “Ronn is an accomplished and forward-thinking marketing leader who understands how to connect with audiences through experience, creativity, and authenticity. His vision and energy will play a pivotal role as we continue to strengthen the presence and expansion of our brands and redefine what guests can expect from our properties.”
This statement reflects a broader industry trend where successful hospitality companies are moving beyond traditional marketing metrics to focus on authentic connection and experience differentiation. For restaurant owners and foodservice executives, this approach offers valuable insights into building brand loyalty in an increasingly competitive landscape.
Nicolli’s response to the appointment reveals both personal motivation and professional vision: “Alex Meruelo has been both a mentor and a friend for nearly twenty years, and this opportunity is one we’ve envisioned for a long time. During my years in Las Vegas, my goal was always to learn, grow, and one day work directly alongside Alex. To see that come full circle is truly a dream come true.”
The Personal Connection Factor
What makes this appointment particularly noteworthy is the personal history and genuine relationship between Nicolli and The Meruelo Group leadership. Nicolli shared additional context about what this opportunity means to him: “On a personal note, this opportunity carries special meaning for me. One of my mentors, the late Scott Menke : part of the Bennett family, who formerly owned and operated SAHARA Las Vegas : often shared stories about the property’s early days that left a lasting impression. That history makes this role not only professionally exciting but deeply personal as well.”
This emotional connection to the properties and their history suggests that Nicolli’s approach to marketing and experience design will likely incorporate authentic storytelling elements that resonate with both longtime guests and new audiences. For food and beverage professionals, this demonstrates the power of personal narrative in building authentic brand connections.
Experience in Lifestyle Marketing and Hospitality Leadership
Nicolli brings extensive experience in lifestyle marketing, branding, and hospitality leadership to his new role. While specific details about his previous positions weren’t outlined in the announcement, his appointment marks a continued investment by The Meruelo Group in expanding creative and experiential capabilities across their diverse portfolio of holdings.
For hospitality industry professionals, this hiring pattern reflects several important trends:
Integration of Marketing and Operations: Successful hospitality marketing increasingly requires deep understanding of operational realities, particularly in food and beverage services where guest experiences are created through consistent execution.
Cross-Industry Experience Value: Leaders who understand lifestyle marketing bring valuable perspectives to hospitality brands, particularly in creating experiences that extend beyond traditional service boundaries.
Portfolio Approach Benefits: Companies with diverse holdings can create synergies between properties, sharing best practices and creating cross-promotional opportunities that benefit individual locations.
The Meruelo Group Portfolio and Market Position
The Meruelo Group operates as a privately held, diversified management company with interests spanning construction, real estate, hospitality, gaming, media, and entertainment. Founded by entrepreneur Alex Meruelo, the company has built a reputation for delivering excellence and innovation across its portfolio.
Key properties include:
- SAHARA Las Vegas: A flagship resort and casino property on the Las Vegas Strip
- Grand Sierra Resort and Casino: A major entertainment destination in Reno, Nevada
- Various other ventures throughout the United States
This diversified approach provides unique opportunities for integrated marketing strategies and cross-property guest experiences. For food and beverage companies looking to expand their reach, understanding how portfolio companies leverage multiple touchpoints can provide valuable strategic insights.
Implications for the Food and Beverage Industry
This appointment has several implications for food and beverage industry professionals:
Experience-Centered Marketing: The focus on “experience” in Nicolli’s title reflects industry-wide recognition that successful food and beverage marketing must extend beyond product promotion to encompass complete guest experiences.
Integrated Brand Strategy: Companies with multiple locations or diverse offerings can benefit from unified brand strategies that maintain consistency while allowing for local adaptation.
Leadership Investment: The creation of this new executive role demonstrates how successful hospitality companies are prioritizing marketing and experience innovation as competitive differentiators.
Relationship-Based Business Development: The personal connections and long-term relationships evident in this appointment highlight the continued importance of authentic professional relationships in hospitality industry success.
Looking Forward: Innovation and Excellence
Nicolli’s appointment marks what The Meruelo Group describes as “an exciting chapter” for their continued growth and innovation. His proven leadership, deep understanding of luxury markets, and passion for innovation will help shape the next evolution of The Meruelo Group’s properties on both regional and national stages.
For food and beverage magazine readers, this appointment offers valuable insights into how successful hospitality companies are structuring leadership teams and approaching market challenges. The emphasis on integrated marketing and experience design provides a roadmap that restaurant owners, foodservice executives, and hospitality managers can adapt for their own operations.
As the hospitality industry continues to evolve in response to changing consumer expectations and competitive pressures, strategic appointments like this one demonstrate the importance of having dedicated leadership focused on creating authentic, memorable experiences that drive both customer satisfaction and business growth.
The combination of personal passion, professional expertise, and strategic vision that Nicolli brings to The Meruelo Group positions the company well for continued success in an increasingly competitive marketplace. For industry professionals watching these developments, the appointment offers both inspiration and practical insights into building successful hospitality and food and beverage operations.
To learn more about The Meruelo Group and their portfolio of properties, visit meruelogroup.com.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
