creatives
who understand
operations.
Customer Experience Design born from the Hospitality industry.
Founded in 2015, Spark Cooperative provides hospitality brands with software solutions through Spark Labs | GO by Spark and creative solutions through Spark Experience Design—two powerful offerings that can be used independently or together to drive measurable results.
Today, we work with 20+ global brands across 100+ resorts and ships through these two core capabilities, supporting the full rhythm of guest life.
Spark Labs | GO by SparkGO by Spark is our proprietary software platform that unifies guest communication, experience discovery, and engagement across every communications channel. GO enables brands to guide guests earlier, simplify decision-making, and transform fragmented interactions into one seamless experience. By doing so, GO helps brands unlock the hidden revenue in every stay, turning experience discovery into increased participation, monetization, and long-term loyalty.
Spark Experience DesignSpark is a global consultancy specializing in innovative experience design strategies and frameworks for leading hospitality, travel, and cruise brands. We design end-to-end guest and member journeys, from master planning through operationalization, creating signature moments and experience ecosystems that elevate brand value, deepen emotional connection, and set new standards for guest engagement.
Together, Spark Labs and Spark Experience Design connect strategy, creativity, and technology to help brands deliver better experiences and stronger business outcomes.
Our team spans the globe, but we come together often on-site and alongside our partners to bring experiences to life where they matter most.
our leadership.
Tap into decades of expertise in the hospitality industry to help drive your branded experiences, optimize operations, and enhance your customer relationships.
Charly McDonald
Principal
A seasoned professional in experience design, co-founded Spark Cooperative, bringing innovative solutions to the cruise, resort and development sectors. His 23-year tenure at Royal Caribbean International, culminating as Associate Vice President of Entertainment & Activities, was pivotal in developing award-winning, multicultural entertainment for a fleet of 23 ships.
He has been recognized for his contributions to the industry, including receiving the Top 40 Under 40 Travel Professionals award from Travel Weekly magazine. Charly’s expertise extends to speaking engagements at notable conferences and mentoring up-and-coming professionals.
At Spark Cooperative, he has played a crucial role in product development and operations support for both legacy and new market brands, including Virgin Voyages and Four Seasons Yachts. An Ithaca College alumnus, Charly earned a Bachelor of Science in Recreation and Leisure Studies, which laid the foundation for his impactful career. Residing in Miami, he is also a father to two daughters.
Ronnie Farzad
Principal
As Principal and Co-Founder of Spark Cooperative, Ronnie has helped launch and grow Spark into a global hospitality software provider and guest experience consultancy. He prides himself in having built a world-class team, whom he has the pleasure of collaborating with every day.
Spark’s “GO by Spark” software powers guest communications and experience for brands such as Davidson Hospitality, JW Marriott, Four Seasons Yachts, and Virgin Voyages. GO is presently powering the experience on 110+ resorts, cruise ships, luxury yachts, and river ships.
On the creative side, experiences designed by Spark can be found across all segments of the hospitality market, from boutique luxury to family brands.
Prior to launching Spark in 2015, Ronnie led the design of business processes empowered by technology for Royal Caribbean Group. A deep passion for the guest experience motivated Ronnie to work on R&D for novel technologies such as early mobile applications, Wayfinding, Virtual Balconies, and real-time restaurant availability.
Ronnie holds a BA in International Affairs from George Washington University, and an MBA from University of Miami.
the ‘experience first’ approach.
OUR unique perspective
Spark’s work spans brands in a wide range of hospitality industries: cruise, resorts, multi-use developments, casino & gaming, entertainment, dining (food & beverage), and retail.
While our clients face unique and complex challenges — even within their industry — our’ experience first’ approach to design has consistently proven successful. We have found that, done strategically, considering the guest’s experience as the priority yields higher ratings and revenue.
As creatives who understand operations, we love aspirational blue-sky thinking and breaking the mold. Still, we are very aware that the most brilliant ideas fall flat without creating repeatable, trainable implementation procedures.
A vision is only valuable in how your guests will experience its execution at your properties.
Spark HQ
Based in Miami. Operating Globally.
Spark's Miami office serves our global clients, with many of our team members working remotely across the US and Europe, some infused into client teams.
+1 786 529 2667
hello@sparkcooperative.com
SPARK COOPERATIVE
PO Box 530121
Miami
FL 33153
USA