At just 22, Joanna Sowers found herself in the fast-paced world of Las Vegas hospitality, taking her first professional steps at The Light Group, a company renowned for managing over 20 of the city’s most iconic venues. Her debut project, Alibi Cocktail Lounge, became her personal milestone—a venture that challenged her to blend nostalgia with innovation, merging retro aesthetics with the vibrant pulse of the Las Vegas Strip.
Through this experience, Joanna discovered that hospitality marketing was far more than promotion. It was about orchestration—the ability to merge creativity, data, and emotion into seamless guest experiences. Some ideas required unrestrained imagination, while others demanded data-driven precision. That balance, she soon realized, would define her career.
Over the years, Joanna has refined her craft into what she calls the art of “alterations”—fine-tuning every brand touchpoint to elevate the ordinary into the unforgettable. She thrives at the intersection of structure and creativity, ensuring every campaign, digital initiative, and in-venue experience is both measurable and memorable. For Joanna, the future of hospitality lies in connection—where a guest’s first impression may happen on a screen, but the memory endures long after they leave.
From Social Media Enthusiast to Marketing Visionary
Joanna’s journey began with a fascination for how people connect online. Her early curiosity about social media soon evolved into a deep understanding of digital storytelling and its power to shape human experiences. At The Light Group, she learned how technology could transform hospitality, bridging emotion and analytics to craft stories that stay with guests.
When The Light Group was acquired by Hakkasan Group, Joanna made a pivotal choice: she followed its founder, Andy Masi, as he launched Clique Hospitality. The decision opened a new chapter in her career—one that took her from social media strategist to marketing leader overseeing more than 30 venues across the country.
Joanna’s leadership rests on four pillars: creativity, teamwork, integrity, and curiosity. Having started at an entry-level role, she leads by example, never asking the team to do anything she wouldn’t do herself. She believes innovation flourishes in collaboration and that every voice matters, whether from a seasoned marketer or a new hire with a bold idea.
Mentorship played a vital role in her development. One of her early mentors, Lauren Fredriksson, encouraged her to pursue ideas even when they seemed unconventional. Today, Joanna carries that lesson forward by creating an environment where her team feels safe to experiment, take risks, and discover their creative potential.
Redefining Guest Experiences in a Digital World
For Joanna, creativity and data are not opposites—they are partners. At times, inspiration leads the process; other times, insight drives strategy. Her secret lies in flexibility—allowing big ideas to flourish while grounding them in measurable outcomes.
When launching new venues, she treats each as a passion project. One example is Amaya Modern Mexican at The Cosmopolitan of Las Vegas. Inspired by a research trip to Cabo, Joanna’s team built a brand story rooted in coastal elegance and authenticity. From the venue’s name to its grand opening, every detail reflected storytelling in motion.
Similarly, for Wax Rabbit at Durango Resort and Casino, the team revived the nostalgic charm of vinyl records in a digital era dominated by streaming. Against all odds, they created a nightlife destination centered on tactile experiences, proving that authenticity never goes out of style.
And then there’s Caspian’s Cocktails & Caviar at Caesars Palace—a speakeasy concept that blends rebellious energy with refined luxury. From the cryptic teaser campaign “Caspian’s Coming Soon” to the venue’s grand reveal, Joanna’s leadership helped transform a creative spark into one of Las Vegas’ most talked-about openings.
Balancing Innovation, Data, and Team Culture
As Clique Hospitality grew, Joanna faced one of her biggest challenges—scaling digital marketing while preserving creativity and culture. What began as a one-person operation evolved into a nationwide team managing dozens of properties. The key was clarity, communication, and connection.
She focused on defining roles, providing resources, and ensuring that even remote team members felt empowered. Regular off-site retreats encouraged bonding and alignment, allowing creative energy to flourish across locations.
Joanna’s approach balances structure with imagination. She believes in celebrating ideas first and refining them later. True leadership, in her view, is not about being the smartest in the room—it’s about creating space for others to shine.
Adaptability remains her cornerstone. In a field where trends shift daily, Joanna believes the only constant is change. She encourages her team to stay curious, experiment fearlessly, and see challenges as opportunities for innovation. “Digital strategy is never finished,” she often says. “It’s a living process that evolves as fast as our guests do.”
Empowering Leadership and Lifting Others
For Joanna, leadership begins with self-belief. She teaches her team that limits are self-imposed and that resilience and authenticity are the foundation of growth. Challenges are not roadblocks but gateways to discovery.
She is passionate about empowering women in hospitality and marketing, ensuring they have platforms to lead, experiment, and express themselves freely. Mentorship and community are essential in her philosophy—success is amplified when shared.
Her partnership with Andy Masi continues to inspire her. She describes him as a visionary whose trust allows her and her team to create without boundaries. Having started as an intern under his leadership, Joanna recognizes the value of access, insight, and empowerment in shaping future leaders.
Her message is simple yet profound: trust your instincts, keep learning, and elevate others as you grow. Leadership is not about control—it’s about unlocking potential.
The Future: Where Digital Storytelling Meets Experience
Looking ahead, Joanna envisions Clique Hospitality becoming a global voice in digital hospitality. While the venues remain rooted in their physical destinations—Las Vegas, San Diego, Chicago, and beyond—the brand’s digital presence continues to transcend borders.
She imagines a world where guests can feel the energy of a venue before ever stepping inside, where digital storytelling merges with emotion to create immersive, lasting impressions. With advancements in data analytics, AI personalization, and creative content, the future of hospitality will be defined by how brands connect meaningfully, not just widely.
At Clique, Joanna’s greatest pride lies in its culture—an ecosystem of creativity, mentorship, and trust. Every team member, from interns to executives, is encouraged to contribute ideas that can shape global experiences. For Joanna, that openness is what keeps the brand fresh, authentic, and ahead of the curve.
Ultimately, her vision is clear: to make Clique Hospitality not just a collection of venues but a standard for how digital innovation and human creativity together redefine global hospitality.
