Diversifying a hospitality brand to inspire connection, sustain growth, and set new benchmarks for the industry.
In today’s hospitality landscape, the venues that thrive aren’t simply the ones with spectacular views or striking architecture, they are the ones that continually evolve, adapt, and deepen their cultural and emotional relevance. For Dean Stuart Jarvis, Director of Operations for Sunset Hospitality Group’s Daylife Division. This has meant steering AURA Skypool beyond its identity as the world’s highest 360° infinity pool into a dynamic, multi-layered brand that inspires loyalty, sparks conversation, and sustains growth year after year.
“A breathtaking view may bring guests to AURA once, but what keeps them connected is how we make them feel. From the beginning, my vision has been to evolve AURA beyond being the world’s highest 360° infinity pool into a brand that lives in people’s minds and hearts and signifies a true aspirational lifestyle. The true strength of a hospitality brand lies in how it
diversifies and deepens its relevance through creativity, innovation, and meaningful connection. Whether guests experience AURA in person, through our boutique collections, podcast, or artistic collaborations, each touchpoint is designed to extend the spirit of AURA far beyond the venue itself.” Says Jarvis.
Under Jarvis’s leadership driven by a passion for innovation, a deep respect for the brand’s DNA, and a focus on building a growth-minded culture AURA has become a blueprint for how diversification can secure both commercial success and cultural relevance. The results speak for themselves: from new revenue streams and global brand reach to industry recognition and expansion into entirely new destinations.
Diversification with Purpose
Jarvis’s approach to diversification isn’t about adding layers for the sake of novelty it’s about creating experiences, products, and platforms that reinforce the brand’s essence while broadening its audience and impact.
- Embedding Sustainability at Every Level
From operational efficiencies to design choices, sustainability has been woven into AURA’s growth story. Initiatives include reducing single use plastics, growing micro herbs and edible flowers in the AURA Sky Garden or partnering with brands that share AURA’s eco-conscious values, and ensuring that retail and event activations are mindful of environmental impact.
Sustainability isn’t an add-on, it’s a core principle, shaping both guest experience and long-term strategy. - Extending the Brand Beyond the Venue
The launch of AURA Boutique has given guests the ability to take the brand home, curated swimwear, apparel, accessories, design-led gifts and aspirational lifestyle must-have that encapsulate AURA’s style and quality. Each product is a tangible reminder of the experience, turning visitors into brand ambassadors and extending the AURA lifestyle far beyond the venue itself. Guests can also now purchase these exclusive collections at auraskypoolboutique.com and have them delivered anywhere around the globe. - Building Cultural Capital through Art and Creativity
AURA Art debuted with Leaving is Home by Sawsan Al Bahar, a moving installation that explored themes of identity and belonging through 3D-printed memoirs. This series has since expanded to include stand-up Comedy in the Sky, AURAs first live concert seeing British superstar Jamelia making her first public appearance in Dubai, the world’s highest outdoor movie screenings each holiday season and The AURA Skypool Podcast, blending art, entertainment, and storytelling in a way that deepens the brand’s cultural relevance. The podcast filmed uniquely floating on the skypool has reached over 8.1 million views, introducing AURA to audiences worldwide while maintaining its sense of exclusivity. - Championing Wellness and Lifestyle Experiences
Partnerships with brands such as CRANK, Chiva-Som, Bioniq, Lucky Punch, Longevity Hub and Dubai Fitness Challenge have allowed AURA to host wellness-focused events that complement its leisure offering. From sunrise yoga to nutrition-led workshops, wellness activations have attracted a new audience segment while enriching the brand’s identity as a place for renewal as well as indulgence. - Creating Destination Worthy Events
AURA has become a platform for high-profile, sensory-rich experiences. AURA’s annual tradition of collaborative Christmas tree installation like 2024’s AURA x Diptyque and the upcoming 2025 AURA x SWAROVSKI have transformed the venue seasonally, while live music, exclusive dinners, and cultural showcases keep the calendar fresh and the guest experience dynamic. - Expanding the Vision with AURA Beach
This summer saw the launch of AURA Beach in both Montenegro and Bodrum marking a new chapter bringing the same ethos of design, experience, and connection to new coastal destinations. This expansion is both a testament to AURA’s brand strength and a signal of the potential for further global growth under Sunset Hospitality Group’s portfolio.
Beyond AURA, Jarvis’s evolving role as Director of Operations for Sunset Hospitality Group’s Daylife Division now encompasses the rebranding and global relaunch of Tapasake the Group’s Japanese-Mediterranean lifestyle dining concept across Dubai, the Maldives, Montenegro, and Mauritius. This new chapter mirrors AURA’s own evolution, reflecting Jarvis’s vision of transforming venues into multifaceted lifestyle destinations that balance design, culture, and experience. By reimagining Tapasake through the same lens of innovation and emotional connection, Jarvis continues to drive diversification within the Group’s portfolio, shaping a new era of daylife experiences that transcend borders and redefine modern luxury.
Leadership, Culture, and Sustained Growth
Jarvis attributes AURA’s continued success to more than strategy it’s about building a culture of creativity, adaptability, and shared purpose. His leadership has fostered a team empowered to experiment, deliver excellence, and align every initiative with the brand’s core identity.
“Diversification only works when every new venture strengthens your DNA,” Jarvis says. “I’ve been fortunate to work with a team that shares my belief in the brand, my passion for pushing boundaries, and my commitment to delivering moments guests will remember both in and out of the venues themselves.”
A Model for the Industry
AURA’s journey under Jarvis’s guidance offers a clear message to the hospitality industry: iconic venues can and should be more than their most photographed feature. By integrating sustainability, cultural programming, lifestyle extensions, and destination events into a coherent, authentic narrative, a brand can secure both short-term excitement and long-term growth.
From the birth of AURA Skypool in 2021 to the diversification of the brand through the launches of AURA Wellness, AURA Art, the AURA Podcast, and the AURA Boutique and now its global expansion into AURA Beach in 2025. The brand’s journey stands as proof that adaptability and purpose-driven diversification can transform a remarkable venue into a global aspirational lifestyle brand, redefining what modern hospitality can be.
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