Developed a multi-year global partnership with Martin Guitar, the premiere acoustic guitar company founded in 1833. The wide-ranging alignment included the live series 5 at 5, official guitar partnership for Ace Hotel, founding patronage of Ace Theatre, in-room guitar amenities for hotel guests, and the creation of Ace X Martin High Note Micro-Granting Program, which provided micro-grants to artists in Pittsburgh and New Orleans. With many cultural highlights, one notable business win was an increased ADR and booking requests for hotel rooms with guitar placements five percent.