Bay View Restaurant
& The Marlin Bar
A full-service marketing operating system designed to move Bay View from $3.5M to $4.0M+ in annual revenue, while protecting profitability.
Why We're Proposing This
Bay View is already an established destination. The growth opportunity is to increase repeat visitation, activate the patio and bar as consistent revenue engines, and leverage a concept within a concept through The Marlin Bar to attract a loyal local tribe and drive higher-margin bar sales.
Cen-Tex Marketing will operate as your outsourced marketing department. We will build and run a marketing operating system focused on high-intent demand capture, owned audiences, paid media executed in a controlled and measurable way, and always-on programs that compound results over time.
This bid is built to support your stated objective of moving from approximately $3.5M in annual revenue to $4.0M+, while protecting profitability.
Primary Goals
- Increase seat utilization in targeted dayparts and seasons
- Increase bar yield through Marlin Bar positioning
- Increase repeat visits through Links Club and owned audiences
- Increase discoverability and conversion from Google Maps
The Strategy
- Bar-forward spend and high-margin add-ons
- Ticketed or packaged experiences on peak dates
- Repeat visits from guests who already trust the brand
- Higher intent guests from Google Maps and Search
Two Brands, One Ecosystem
Lakefront dining anchor and sunset destination. Special occasion and visitor conversion through high-intent channels and event visibility.
A cocktail-forward hangout concept and vibe engine designed to attract a loyal local tribe and convert visitors into repeat bar traffic. Can be marketed more aggressively without diluting Bay View's dining experience.
Five Workstreams
A comprehensive operating system across every channel that matters.
Workstream A: Always-On Programs
Two signature programs that build owned audiences and compound over time.
Bay View Links Club
Converts post-round golfers into habitual guests. Tabletop QR intake form, handicap field, leaderboard tracking, weekly Links Club email cadence, and quarterly prize promotion structure.
Bay View Spotlight
A UGC engine that creates steady social proof with minimal operational overhead. Weekly winner selection, DM scripts, reward tracking, and announcement copy.
Our Operating System
Monthly
- 45–60 min planning sprint
- Confirm upcoming campaigns and creative needs
- Paid spend pacing review
- Monthly reporting summary with next steps
Weekly
- Links Club leaderboard email
- Spotlight winner selection and announcement
- Paid media optimization and creative iteration
- GBP posting cadence
Ongoing
- Google reviews monitoring and responses
- Event page and hours updates
- Creative rotation and ad fatigue monitoring
- Platform account health checks
Monthly Retainer
Standard tier (recommended)
One-Time Setup Fee
Full platform build-out
Est. Monthly Ad Spend
Paid directly to platforms
Est. Annual Investment
Retainer + setup + ad spend
Ad Spend Ramp
Month 1
Bay View + Marlin Bar
Months 2–3
Scale what's working
Tentpole Bursts
Event-specific campaigns
Ready to get started? Click to send acceptance email
Schedule a CallChoose Your Partnership Level
All packages include GoHighLevel subaccounts for both Bay View and The Marlin Bar. No separate software invoice from Cen-Tex.
Foundation
A measured ramp with tight scope. Paid advertising management not included at this tier.
- Monthly planning sprint & reporting
- Links Club system operation + weekly email
- Spotlight system operation
- Bay View GBP: 2 posts/month
- Review monitoring 3x/week
- 2 general emails/month (both brands)
- 2 SMS campaigns/month
- Up to 3 tentpoles/quarter (owned channels)
Standard
Includes paid advertising management. The recommended starting point for Bay View.
- Everything in Foundation
- Bay View GBP: 2 posts/week
- Review monitoring 5x/week
- Marlin Bar GBP strategy support
- 4 general emails/month (both brands)
- 4 SMS campaigns/month
- Event reminder sequences (2 tentpoles/quarter)
- Meta & Google Ads management
- Always-on retargeting + 2 event bursts/month
- Landing pages for 1 ticketed event/month
- Up to 5 tentpoles/quarter
Growth
Higher tempo execution with expanded paid media and deeper creative testing.
- Everything in Standard
- Daily review monitoring & responses
- Marlin Bar GBP: 2 posts/week
- 4–6 general emails/month
- Up to 6 SMS campaigns/month
- Dedicated Marlin Bar VIP list track
- Up to 3 event bursts/month in peak periods
- Deeper creative testing & iteration
- Landing pages for 2 events/month
- Optional TikTok ads management
- 2 major executions/month in peak season
One-Time Setup Fee: $2,500
Full GoHighLevel build-out for both brands, tracking infrastructure, campaign architecture, and platform connections.
How We Think About Value
ROI on marketing is not a single number. Measuring it only against topline revenue uplift is both incomplete and unfair. It ignores the full economic picture of what a marketing partnership actually delivers.
We evaluate value across five dimensions. Topline revenue growth is just one of them.
Revenue Protection
What does it cost Bay View if marketing goes dark? Declining Google ranking, weakening review velocity, lost repeat visits, and competitors filling the vacuum. This is real economic value being preserved, not created from scratch.
Estimated annual risk
$150K-$300K
in protected revenue
In-House Cost Replacement
This retainer replaces a full marketing team. Building the equivalent capability in-house would require a marketing coordinator, a paid media manager, and a content/social specialist, before tools, benefits, and management overhead.
In-house equivalent
$140-170K
fully-loaded payroll
Owned Asset Creation
The email list, CRM contacts, Google review base, social audience, and campaign architecture built during this engagement are owned assets. They compound over time and retain value long after the engagement ends. They are not rented.
Asset value
Permanent
compounds over time
Channel-Level Measurable ROI
Rather than projecting a single revenue lift, we model specific, defensible actions tied to each channel. These are smaller claims, but they are measurable and attributable.
Ticketed Events
4 events/yr x 150 tickets x $35 avg
Email / SMS (Links Club)
5% repeat visit lift on 2,000 contacts
Google Maps Optimization
10% conversion lift on existing traffic
Paid Social
Tracked reservation-intent clicks
Conservative channel total
~$96K+
attributable annually
Opportunity Cost of Inaction
Horseshoe Bay is a growing market. If Bay View is at $3.5M and a well-funded competitor opens nearby with a strong digital presence, the cost of inaction is not zero. It is the revenue that flows to them instead. This investment is as much about defense as offense.
Risk framing
Insurance
as much as growth
Standard Tier: Investment Summary
Monthly Retainer
12 months
$4,000/mo
$48,000
One-Time Setup Fee
Full platform build-out
$2,500
Est. Ad Spend
~$3,000/mo × 12 · paid directly to platforms
~$3,000/mo
~$36,000
Estimated Total Annual Investment
Retainer + setup fee + ad spend
Topline Break-Even: One Lens Among Many
If you want to evaluate purely on incremental revenue, the math depends on contribution margin, the profit available after food cost and variable labor. Bar-forward and ticketed revenue improves this ratio.
Break-even incremental revenue
$576,667
Higher food cost mix
$86,500 ÷ 15% = $576,667
Break-even incremental revenue
$480,556
Balanced dining + bar mix
$86,500 ÷ 18% = $480,556
Break-even incremental revenue
$393,182
Bar-forward + ticketed events
$86,500 ÷ 22% = $393,182
Our Spend Discipline Commitment
We will not scale spend blindly. We will scale only the campaigns tied to measurable actions and profit-friendly revenue. Every dollar of ad spend is evaluated against a specific, attributable outcome.
What We Need From Bay View
Ready to Move Forward?
Here's exactly what happens when you say yes.
Select Package & Approve Retainer
Choose Foundation, Standard, or Growth. We'll send a formal agreement.
Pay One-Time Setup Fee & Begin Access Onboarding
We provision GoHighLevel, connect ad accounts, and build the full infrastructure.
Hold Kickoff Workshop
Lock the April and May campaign calendar, confirm Links Club launch, and align on tentpole priorities.
Launch Baseline Campaigns
Begin Links Club, Spotlight, and paid media. Start the GBP posting cadence.
Begin Tentpole & Seasonal Execution
Monthly planning cadence kicks in. We execute, measure, and optimize every month.
Clicking will open your email client with a pre-filled acceptance message.