Sara Arjmand

Director of Operations

CEO of Formula Marketing

Sara Arjmand is the CEO of Formula Marketing in the Gaslamp quarter. She manages all the marketing and public relations for San Diego Dining Group. Sara has been a member of the Gaslamp association for over 13 years and serves on the special event committee’s board in the Gaslamp quarter. Sara formed Formula Marketing SD, a marketing and advertising agency for the hospitality industry. Formula focuses on digital marketing, public relations and online presence. Bars, restaurants and hotels in San Diego benefit from Formula’s subject-matter expertise. Always having the entrepreneurship spirit, Sara formed DowFin Insurance Agency after college where she attended the University of San Diego. Graduating in three years with her business administration degree and a minor in marketing, she witnessed her roommates struggling with budgeting, insurance coverage and student loans. DowFin assisted hundreds of college students with their financial needs. In present day, DowFin focuses on small business owner’s insurance and worker’s compensation. Sara is a member of SCORE San Diego, where she consults other women business owners with their business and insurance needs. In 2007, Sara started with San Diego Dining Group as the marketing director. In the midst of the 2008 financial crisis, Sara took on the challenge of becoming the general manager of Osetra Seafood & Steaks, a restaurant a few months away from closing its doors for good. Resiliency and persistence drove her passion for the hospitality industry. She launched the E5 lounge, generating more revenue and increasing sales by 45%. These significant gains helped pay off debt that owners had incurred, transforming Osetra into one of the most popular restaurants in the Gaslamp during that period. In 2013, Sara became the director of operations for Greystone Prime Steakhouse & Seafood in the Gaslamp. In need of a renovation, Sara converted this establish restaurant to a neighborhood staple for San Diego locals and tourist. In 2015, Greystone was voted the best steakhouse in California by bestthingsca.com and received the Best of Award of Excellence. In 2018 and 2019, Greystone was voted best fine-dining in the Gaslamp. In 2019, Sara spearheaded the opening and brand creation of Butchers Cut Steakhouse. Sara’s future endeavors are forming a nonprofit with a campaign dedicated to advocacy and education about women in transition. The nonprofit offers a toolkit specifically designed for women in transition like divorce, medical issues, and similar circumstances. This center will also be a safe place for men and women to gather, network, and assist one another through compassion and love.