Starlite

Project
/Details

In 2023, Red Pencil was brought on by Northview Hotel Group, owners of the Beacon Grand (formerly the Sir Francis Drake Hotel) in San Francisco’s Union Square, to lead the revitalization of the iconic Starlight Room. Sitting dormant on the 21st floor since COVID, the venue needed a fresh approach to interiors that felt more authentic to the building and its storied location. But the real opportunity was to reintroduce a new style of nightlife to San Francisco.

Red Pencil was entrusted with a budget and a concept deck, and we were tasked with executing the rest, with client feedback at key milestones. We began by assembling a stellar team—an interior designer, general contractor, F&B consultancy, beverage and food curators, music curators, PR and social media experts, and operations specialists. Together, this talented group worked tirelessly to bring Starlite back to life and fulfill the vision of Northview’s Chief Commercial Officer.

Since its reopening in February 2024, Starlite has been embraced by locals, visitors, and the press as a Union Square gem. It’s been a privilege to work with such an exceptional team and to see this beloved venue shine brighter than ever.

Visit Starlite

A cozy corner at Starlite in the Beacon Grand, San Francisco, featuring a gallery wall of eclectic framed artwork above a floral-patterned banquette with deep red cushions. The space is accented with floral upholstered stools, small round tables, a striped rug, and warm candlelight under a vintage chandelier.

Cocktails & Stories
Since 1928

Everyone has a story at Starlite, a cocktail lounge famous for its splashy drinks and unforgettable parties spanning nearly a century. Reopened in February 2024, this iconic San Francisco establishment is now perched on the 21st floor of the Beacon Grand, celebrating the spirit of the city—its gold, fog, and cable cars.

With award-winning bar expert Scott Baird and Michelin-starred Chef Johnny Spero at the helm, the new Starlite brings its culinary and cocktail game to dazzling new heights. Meanwhile, Nina Tarr keeps the energy alive with an all-vinyl DJ lineup, drawing a mix of fresh faces and loyal locals to Union Square.

A woman dressed in an elegant black leather corset with fringed details and long black gloves stands in a dimly lit lounge. She wears a wide-brimmed hat that obscures her face, and a red velvet skirt flows from her waist. She stands in front of a dark green wall with a golden wall sconce and eclectic framed artwork.

Starlite opened in February of 2024 to great acclaim

Development

Red Pencil led the project from concept to completion, operating with a clear vision and budget set by the ownership group and maintaining regular progress check-ins. We were fortunate to partner with one of San Francisco’s top F&B consultancies, which played a critical role in shaping the concept.

Two women stand in a room that is under construction looking at a uniform jacket. The woman on the left wears a dark green dress and the woman on the right wears a brightly colored yellow and purple long-sleeved shirt with black pants.

Three men are in a room that is under construction. Two are seated on top of a bar. The man in the center holds a large piece of countertop material over his head while the other men have their arms raised to both brace the piece of material and show celebration.

Three women stand in a room with large windows in the background overlooking downtown San Francisco in bright daytime light. The women are looking at a selection of material swatches.

From there, we recruited, vetted, and selected all key partners and staff, ensuring the project came to life on time and within budget. This included collaborating closely with the hotel’s Executive Director and his team, as well as our partners: a general contractor, interior designer, hospitality procurement agency, mixologist, chef, DJ, PR and marketing agencies, and more. Through teamwork, grit, and passion, we were proud to unveil this new chapter of Starlite in just six months!

Two men surround a high-top bar table with a marble surface. The table holds a bowl of vegetables, short water glasses, books, and an empty plate.

Two women and a man smile and pose for a selfie in a large empty room with dark walls and wood floors.

A woman behind a bar pours several shots of a bright orange cocktail into elegant, stemmed glassware placed on a server's tray. She wears a bandana wrapped around her head, glasses, and an apron.

Social Media

Red Pencil advised on the agency to manage Starlite’s social media presence, and oversees content to ensure posts reflect the brand’s voice and vision.

Mockup of an Instagram post from the Starlite account. The post shows a woman wearing a shiny gold jacket, short skirt, and stylish high-heeled ankle boots. She sits on a marble-topped bar at Starlite.

A cellphone mockup showing the Instagram feed for Starlite.

Mockup of an Instagram post from the Starlite account. The post shows a portrait of a person in a red outfit holding a dog hanging above the sofa. The painting hangs over a wall of dark green velvet drapes and above a dark green velvet couch.

Photo Shoot

For the reopening photo shoot, Red Pencil worked closely with one of our favorite clients and collaborators. We assisted the photography team by brainstorming ideas, adjusting layouts, positioning props, and supporting an efficient, creative day of shooting.

This shoot brought together a remarkable group of student models from the San Francisco area, and we were thrilled to see them bring the space to life. Being actively involved in shoots like this helps us better envision the marketing assets we can leverage throughout the project’s lifecycle across multiple mediums.