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DiscoverMissionBay.org is the premiere online destination showcasing Mission Bay, the largest aquatic park of its kind in the United States and one of San Diego’s most visited waterfront playgrounds. The site brings together hotels, restaurants, activities, events, and local experiences across Mission Bay, Mission Beach, Pacific Beach, and nearby neighborhoods—serving both visitors and locals as a centralized discovery hub.
Prior to partnering with Formula Marketing, the digital presence for Mission Bay lacked a cohesive, discovery-driven platform that unified lodging, dining, activities, and events in one place. There was an opportunity to elevate the area’s online visibility and make it easier for prospective visitors to plan and enjoy their Mission Bay experience.
Formula Marketing partnered with DiscoverMissionBay.org to design and build a first-of-its-kind citywide digital destination that would showcase the breadth of Mission Bay’s offerings and elevate San Diego’s waterfront brand online.
The goal was to transform a fragmented set of online assets and listings into a modern, high-performance platform that could serve as the definitive travel and planning resource for Mission Bay visitors. Our work centered on usability, discovery, search performance, and mobile-friendly experiences—all essential for capturing curiosity and converting intent into action.
Formula Marketing led the strategy, design, and development of DiscoverMissionBay.org with a focus on creating an intuitive, engaging, and SEO-optimized experience.
Key elements of the project included:
Custom Website Architecture & Development
Built a fully responsive, mobile-first platform that makes it easy for users to explore hotels, restaurants, activities, events, and more across Mission Bay and surrounding areas.
Interactive Discovery Experience
Enhanced navigational structure and filters help visitors find the best lodging options, dining spots, outdoor adventures, and community events—all in one place.
Strong SEO Foundation
The site was structured with optimized content, internal linking, and category segmentation to improve visibility in search results for high-intent terms related to Mission Bay travel and activities.
Mobile Optimization & Speed
Designed for seamless experiences on smartphones and tablets to support users during trip planning and on-the-ground exploration.
Formula Marketing’s partnership with DiscoverMissionBay.org resulted in a modern, user-friendly digital destination that better reflects the diversity and vibrancy of Mission Bay.
Results included:
By applying Formula Marketing’s design and digital strategy frameworks, DiscoverMissionBay.org became a discovery hub that connects travelers to experiences, destinations, and planning tools in one accessible, engaging site—setting a new standard for how regional destinations are represented online.
Gaslamp.org is the official digital destination for San Diego’s Gaslamp Quarter, one of the city’s most iconic entertainment and dining districts. Serving locals and visitors alike, the site plays a critical role in how people discover restaurants, nightlife, events, and experiences throughout the neighborhood.
Before partnering with Formula Marketing, Gaslamp.org functioned as a dark, outdated directory—difficult to navigate, unfriendly on mobile, and underperforming in search. Despite the cultural significance of the district, the website failed to reflect the energy, scale, or relevance of the Gaslamp Quarter.
Formula Marketing was brought in to completely reimagine Gaslamp.org as a modern, high-performing digital platform. The goal was not just a redesign, but a transformation—turning the site into an intuitive, interactive, and discoverable hub that could support the district’s businesses and visitors alike.
Our approach focused on experience, accessibility, and performance, applying Formula Marketing’s proven frameworks to rebuild the platform from the ground up.
Formula Marketing led a full-scale digital overhaul with a focus on usability, discovery, and long-term scalability.
Key initiatives included:
Custom Website Design & Development
We rebuilt Gaslamp.org into a visually engaging, easy-to-navigate platform designed for exploration across desktop and mobile.
Interactive User Experience
Features were designed to help users quickly discover venues, events, and neighborhoods—transforming a static directory into a dynamic experience.
Mobile-First Optimization
The site was fully optimized for mobile users, ensuring seamless navigation for visitors exploring the Gaslamp on the go.
SEO-Driven Architecture
A strong SEO foundation was implemented through structured content, internal linking, and optimized pages—dramatically improving search visibility for Gaslamp-related queries.
The transformation of Gaslamp.org resulted in both measurable performance gains and global recognition.
Results included:
By applying Formula Marketing’s digital and SEO frameworks, Gaslamp.org evolved from an underperforming directory into an award-winning platform that now reflects the energy and importance of San Diego’s Gaslamp Quarter.
AMLI Aero is a luxury apartment community located in San Diego, California, marking AMLI Residential’s first property in Southern California. Designed with modern amenities, elevated finishes, and a lifestyle-forward approach, AMLI Aero entered a highly competitive multifamily market where visibility and demand are critical from day one.
As a new market entrant, AMLI Aero needed to quickly build awareness, generate interest, and establish a strong local presence ahead of and following launch.
Formula Marketing partnered with AMLI Aero to introduce the brand to the Southern California market and support a successful launch. Our objective was to create immediate awareness while positioning the property as a desirable lifestyle destination for prospective residents.
The strategy focused on paid social, short-form video, and content built for discovery, ensuring AMLI Aero reached the right audience at the right moment across high-impact platforms.
Formula Marketing executed a launch-focused digital strategy designed to maximize reach, engagement, and consideration.
Key initiatives included:
Meta & TikTok Ad Strategy
We deployed targeted paid campaigns across Meta and TikTok to reach high-intent renters in the San Diego market, optimizing creative and placements for performance and efficiency.
Engaging Video & Content Production
Short-form video content showcased the property’s design, amenities, and lifestyle, creating scroll-stopping visuals tailored to social-first consumption.
Audience Targeting & Optimization
Campaigns were continuously refined based on performance data, ensuring spend was directed toward audiences most likely to convert.
Launch Messaging & Positioning
Messaging emphasized AMLI Aero’s arrival in Southern California, framing the property as a new standard for modern living in San Diego.
The result was a successful market introduction that quickly established AMLI Aero’s presence and generated meaningful engagement.
Results included:
By applying Formula Marketing’s performance-driven frameworks, AMLI Aero entered the Southern California market with momentum; turning visibility into demand and setting the foundation for long-term growth.
Branding
Social Media
Paid Ads
Website Development
SEO
Influencer Marketing
Private Events
Public Relations
ZAMA is a contemporary Latin-Asian fusion restaurant located in the heart of San Diego’s Gaslamp Quarter. Known for its bold flavors, vibrant atmosphere, and nightlife-forward energy, ZAMA sits at the intersection of dining, culture, and entertainment in one of the city’s most competitive hospitality districts.
As the Gaslamp continued to evolve into a social-first, experience-driven destination, ZAMA needed a marketing approach that matched the pace of its audience and amplified its presence beyond traditional channels.
Formula Marketing partnered with ZAMA to elevate its digital presence and position the restaurant as a must-visit weekend destination. The objective was clear: increase high-value traffic during peak nights while strengthening brand visibility across social and press.
Our strategy focused on leveraging short-form video, social-first storytelling, and strategic PR to create momentum, drive demand, and convert attention into real-world traffic.
Formula Marketing executed a performance-driven, social-led strategy designed specifically for the Gaslamp nightlife and dining audience.
Key initiatives included:
TikTok & Instagram Growth Strategy
We developed a content framework built for discovery, trend adoption, and shareability—highlighting ZAMA’s energy, dishes, cocktails, and atmosphere in a way that resonated with weekend diners.
Influencer & UGC Activation
Strategic creator partnerships and user-generated content amplified reach and credibility, turning ZAMA into a social destination rather than just a restaurant.
PR & Media Visibility
We strengthened ZAMA’s press presence through targeted media placements, ensuring consistent visibility across relevant lifestyle, dining, and nightlife outlets.
Conversion-Focused Content
Social content was structured not just to entertain, but to drive intent—directing audiences toward reservations, weekend visits, and group experiences.
The result was a measurable shift in both visibility and revenue, particularly during ZAMA’s most important business window.
Results included:
By applying Formula Marketing’s social-first growth frameworks, ZAMA transformed digital attention into real-world performance—cementing its place as a weekend staple in San Diego’s Gaslamp Quarter.
Brand Modernization, PR, Awards, and Prestige
Branding
Social Media
Paid Ads
Website Development
SEO/GEO
Public Relations
Influencer Marketing
Private Events
Greystone Steakhouse is a historic steakhouse located in the heart of San Diego’s Gaslamp Quarter. Established in 1999, the restaurant has long been recognized as a landmark destination, known for classic steakhouse fare and its deep roots in one of the city’s most storied districts.
By 2014, despite its legacy and prime location, Greystone’s bra
nd and marketing had become stagnant. The restaurant faced increasing competition from newer concepts, evolving guest expectations, and a digital presence that no longer reflected its potential or prestige.
Formula Marketing took over Greystone Steakhouse’s marketing in 2014 with a clear mandate: modernize the brand, reposition the experience, and reignite growth—without losing the history that made Greystone an icon.
Our partnership focused on rebuilding Greystone from the inside out, aligning brand, strategy, and performance to create a sustainable growth engine. Rather than relying on short-term tactics, we applied Formula Marketing’s proven frameworks to transform Greystone into a relevant, high-performing destination in the Gaslamp once again.
Formula Marketing implemented a comprehensive strategy designed to drive both immediate impact and long-term scalability.
Key initiatives included:
Brand Repositioning
We refined Greystone’s identity to honor its legacy while elevating its perception for modern diners—positioning it as a classic steakhouse with renewed relevance for business dinners, special occasions, and destination dining.
Digital & Local Optimization
We rebuilt Greystone’s digital presence with a strong focus on SEO and local search, ensuring the restaurant dominated high-intent searches related to steakhouses, business dining, and Gaslamp experiences.
Performance-Driven Marketing Systems
Paid media, content strategy, and conversion optimization were aligned to drive consistent traffic, reservations, and higher-value bookings.
Experience-Led Storytelling
Messaging and visuals were designed to highlight Greystone’s history, atmosphere, and role as a cornerstone of the Gaslamp dining scene.
Within two years, Formula Marketing successfully transformed Greystone Steakhouse from a stagnant legacy brand into a revitalized, high-performing business.
Results included:
By applying Formula Marketing’s proven formulas for hospitality success, Greystone Steakhouse was repositioned not just as a restaurant, but as a destination once again.