Jason Orfali is a name quickly becoming synonymous with brand storytelling in the Middle East. As the Group Marketing Director at Tactile Food Group, he is the creative mind behind some of Dubai’s most exciting venues, including Surf Club North Coast Dubai, Lily’s by Surf Club, Aprons & Hammers, Samaké Dubai, and VNYL.dxb. His vision has not only shaped the identity of these standout destinations but also played a key role in their successful openings across Dubai and the North Coast, setting new benchmarks for culinary and lifestyle experiences.
But Jason doesn’t just market places, he gives them life. His approach turns restaurants and nightlife venues into experiences people don’t just enjoy, they remember. His motto is clear: I give brands a life and make them tell stories. And that’s exactly what he’s doing.
From Humble Beginnings to Building Experiences
Jason’s journey hasn’t been all glitz and glamour. He began his career far from the spotlight, working in hospitality operations, managing events, and handling the unglamorous behind the scenes details that many overlook. These early experiences taught him what truly matters, how people feel when they walk into a venue.
That understanding became his foundation. Jason saw that what made a brand memorable wasn’t just its logo or menu, it was the story behind it, the way it made people feel, the moments they took with them when they left. That insight set him apart early on and helped him build a unique voice in an industry often dominated by trends.
Not Just Marketing, It’s Storytelling
Jason’s philosophy is simple but powerful, marketing is not about selling, it’s about storytelling. Whether it’s a beach club at sunset or a vibrant nightspot echoing with music, Jason builds each brand with a unique identity and emotional purpose.
Each venue he works with has its own voice, its own character. Surf Club north coastr Dubai, for example, offers more than just food and drinks, it’s about escapism, lifestyle, and the rhythm of the waves. Lily’s by Surf Club evokes charm and nostalgia. VNYL.dxb isn’t just a nightlife venue, it’s an artistic fusion of sound, style, and sensation. These brands don’t just operate, they speak.
Jason builds communities, not just customer bases. His goal is always to create an experience where people feel like they belong to something bigger than themselves. That’s the real power of storytelling and it’s what makes his marketing truly magnetic.
Overcoming Struggles in a Competitive City
Dubai is a fast paced, trend driven city. Standing out here is no small task. In the early days, Jason faced challenges every step of the way, tight budgets, last minute rollouts, and the constant pressure to deliver instant results in a city that never slows down.
But instead of chasing trends, he chose depth over flash. He decided early on that he would build timeless experiences, not temporary hype. It was a risky move, but it paid off.
Through perseverance and an unwavering focus on the guest experience, Jason turned obstacles into stepping stones. Today, the venues he leads are not only successful but are considered among the city’s most innovative in food, design, and experience.
A Lifestyle Built on Passion
Behind the polished branding and curated visuals, Jason’s life is all about passion and creativity. He lives and breathes what he does, constantly exploring new ideas, refining concepts, and staying deeply connected with the creative teams behind every project.
He doesn’t just work in the industry, he’s part of the culture. Whether it’s collaborating with chefs, musicians, artists, or interior designers, Jason treats every detail as a storytelling opportunity. From the way a cocktail is presented to the playlist echoing through the speakers, everything matters.
His Instagram presence gives a glimpse into this world, a blend of strategy meetings, late night venue tours, community events, and creative brainstorms. It’s a lifestyle driven by intention and expression.
The Brands He Leads: A Quick Snapshot
Surf Club North Coast – 2nd outlet of Surf Club Dubai replicating the Dubai experience on the north coast
Surf Club Dubai – Number 1 beach club party destination in Dubai Lilys By Surf Club Dubai – Speakeasy room in Joel Rubochon DIFC Aprons & Hammers – Samakje Wicked Crab VNYL.DXB
– A multisensory nightclub that brings music, art, and fashion together under one roof.
Each of these brands carries Jason’s creative signature, story first, experience led, and emotionally rich.
Why His Story Inspires
Jason Orfali’s journey is not just about marketing success. It’s about finding purpose, staying true to your vision, and pushing creative boundaries. His story inspires not only marketers and entrepreneurs but anyone trying to make something meaningful in a noisy world.
He teaches us that in a world full of distractions, what people crave is connection. Through stories, brands can offer that connection, and in doing so, they can inspire loyalty, trust, and excitement.
His commitment to creating genuine experiences serves as a refreshing reminder that real magic lies in human moments, not manufactured hype.
What’s Next for Jason Orfali?
Jason’s work continues to evolve. With new brand activations, immersive campaigns, and exciting seasonal collaborations on the horizon, he’s always looking for the next chapter.
He’s also stepping into mentorship, helping young creatives and marketing professionals understand that success is built on values, not just visuals. Workshops, brand storytelling sessions, and collaborative projects are just some of the ways he’s giving back to the industry that shaped him.
Looking ahead, Jason aims to explore more digital storytelling platforms, experiential marketing formats, and perhaps even his own personal brand ventures.
Final Thoughts: A Story Still Being Written
Jason Orfali is still in motion. His story is far from over and that’s what makes it so exciting. In a world driven by quick results, Jason reminds us of the power of depth, meaning, and narrative.
He’s not just building brands, he’s building legacies.
Do follow him on Instagram
Read More: UAE to Launch First Passenger Railway in 2026: Dubai Authorities
