When Ella Cocktail Lounge launched, owners Vicki Castellanos and Emily Sanchez envisioned more than just a bar — they wanted to create a space that embodied both strength and sophistication. The name Ella, meaning “her,” captures the essence of a woman-centered concept, and it was only fitting that the marketing behind it was led by women as well.
PO Studios, represented by Vivian Serrano, partnered with Victoria Acosta, bringing Ella’s vision to life. Together, we developed and executed a full-scope marketing strategy that encompassed nearly all of our agency’s services, ensuring Ella was positioned not only as an elevated cocktail lounge destination but as one of El Paso’s most distinct brands.
At just 28 years old, Emily has built an impressive career in the hospitality and business industries. Starting in the administrative medical field, she quickly rose to become head controller for a hospitality management company overseeing 45+ hotels across the U.S. Her entrepreneurial spirit led her to ventures in real estate, property development, acquisitions, and festival creation.
Ella is her dream realized — a venue that embodies her values of growth, empowerment, and elegance. Emily envisions Ella as a place where women can come together, raise a glass, and celebrate sophistication, strength, and a touch of rebellion.
With over 30 years of expertise in the El Paso hotel industry, Vicki has long been at the heart of the region’s hospitality scene. As the owner of Teddy’s, RAI Management & Hospitality, and a founding owner of Brightside Music Festival, she has cultivated a career rooted in connection, culture, and community.
Her newest venture, Ella, reflects her passion for showcasing the women of El Paso. By creating a space that brings together strong, like-minded women, Vicki hopes Ella will serve as a hub of empowerment and sophistication.
From day one, our approach was immersive. We worked closely with Ella’s vision, mission, differentiation, and impact to shape a brand identity that resonated deeply with its target audience. Our strategy was comprehensive: social media management, content creation, website optimization, event activations, PR outreach, and influencer marketing were all seamlessly integrated to build consistency across both digital and physical platforms.
This all-inclusive package meant Ella’s branding, storytelling, and customer touchpoints were unified — driving growth, recognition, and lasting engagement.
We built Ella’s digital presence across key platforms, ensuring accessibility, discoverability, and cohesion:
Social Media — Instagram and Facebook used as primary storytelling channels, reinforcing Ella’s brand voice and visuals.
A foundational step in our process was understanding the competitive landscape. We conducted:
This research informed a comprehensive strategic plan that allowed Ella to move forward with clarity and confidence.
Ella Cocktail Lounge was supported by nearly all of our agency’s core offerings, including:
While our strategy was broad, one of the most powerful results came from reshaping Ella’s audience. In the span of 12 months, the brand experienced:
This transformation reflected not just digital numbers, but Ella’s brand becoming a space where women feel represented, welcomed, and engaged.
Ella Cocktail Lounge is more than a cocktail — it is a fusion of strength and sophistication, rooted in a concept created by women, for women. Through our full-service marketing strategy, we’ve ensured Ella’s branding, events, and digital presence reflect the vision Vicki and Emily first imagined.
From creative campaigns to community-driven events, Ella has grown into one of El Paso’s standout destinations. This case study proves that when visionary ownership and strategic marketing align, the results speak for themselves.
