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Bellasera Hotel,
Tapestry by Hilton
Paso Robles, CA
Brand Strategy
F&B Photography
Graphic Design
Introduction
When a beloved Paso Robles boutique hotel reopened its doors after a year-long renovation, I stepped in as their full-service brand partner to help rebuild their audience, sharpen their story, and create brandcrafted content worth savoring.
Highlighted Skills
Brand Strategy
01
F&B Photography
02
Graphic Design
03
Client
Bellasera Hotel,
Tapestry by Hilton
Location
Paso Robles, CA
highlighted skills
Brand Strategy
F&B Photography
Graphic Design
The cold pour of wine, the warm welcome at the door, the quiet return of a hotel
that never stopped being worth the trip.
Tucked five minutes from the heart of downtown Paso Robles, Bellasera Hotel (Tapestry by Hilton) is quietly, irresistibly sophisticated, the kind of place where the wine is cold, the welcome is warm, and every corner holds something deliciously distinguished.
But after a year-long renovation, even the most loyal guests had gotten out of the habit of showing up.
The audience needed rebuilding.
The story needed retelling.
And the brand needed a partner who could do both with intention and style.
That is exactly where I came in.
Starting in the summer of 2025, I began working with Bellasera as their designated brand partner, taking on brand strategy, graphic design, and content production across the property and its signature F&B concept, Enoteca.
From day one, my focus was clear: build back a consistent, connected audience while laying the groundwork to attract a new, locally-rooted crowd that will one day carry this brand boldly into its next chapter.
The work deepened considerably when I traveled on-site to Paso Robles for a three-day immersive site visit. I walked every inch of the property. I studied the market. I sat with the team. And then I got to work capturing the kind of content that tells the full, mouthwatering story of what Bellasera and Enoteca actually are.
I directed and captured chef-in-action photography, showing the artistry of cooking, plating, and uncorking in real time. I photographed a specialty F&B menu, with notable attention to the Happy Hour offerings and signature items that were central to their upcoming campaigns. I even delivered advertisement designs spanning all Paso sister-properties, plus a full suite of campaign assets including banners, table tents, and cards.
The strategy behind every frame and every layout was intentional.
I identified the need to serve two distinct audiences simultaneously: the out-of-town guest who needed a reason to seek out Bellasera beyond downtown, and the local guest between 40 and 65 who needed to be welcomed in and given a reason to stay.
The Happy Hour push paired with a $0 first corkage offer became the centerpiece of that local acquisition play, a downright delectable value proposition wrapped in elevated creative.
The on-site team, from the General Manager to the Chef to the Lead Bartender, and our corporate stakeholders all responded to the content the same way.
They called it next-level.
They called it exactly aligned with the upscale, welcoming experience Bellasera was built to deliver.
That response was not an accident. It was the result of showing up with strategy in one hand and a creative vision in the other, and refusing to put either one down until the work was done right.
Bellasera is not just a hotel.
It is a brandcrafted hospitality experience waiting to be rediscovered.
And I am thankful to be the one helping the world find its way back to the table.
Art Direction
Beverage Photography
Brand Strategy
Graphic Design
Event Photography
F&B Visual Storytelling
Brand Identity
Project
Bellasera Hotel
Tapestry by Hilton
Location
Paso Robles, CA
© 2026 Jeeah Yisrael · All rights reserved
BEHANCE
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