Bar Business July 2019

July 2019

THE HOW-TO PUBLICATION

BAR BUS NESS MAGAZINE

Plus

Go all-in on

operations advice

MEzCAL

Mystique

Tequila’s bolder cousin moves to the forefront.

PORTABLE BARS

Increase your space, flexibility, and profits.

REVIEW & RESPONSE

How to best respond to online reviews.

barbizmag.com

ARE YOU LOSING MONEY?

RumChata is proud to be A TOP FIVE SELLING LIQUEUR BRAND IN THE U.S.* Is this money maker on your cordials list ?

*Source Impact Databank 2018.

RumChata®. Caribbean Rum with Real Dairy Cream, Natural & Artificial Flavors, 13.75% alc/vol. Agave Loco Brands, Pewaukee, WI. Please Enjoy Responsibly. RUMCHATA and CHATA are Registered Trademarks of Agave Loco, LLC.

Contents How Tos

16

Streetwise Leasing Tips file:///Users/user/Downloads/shutterstock_1034351362.jpg

July

10 tips for getting your lease right.

28

Portable Profits

23

Tuning Up: Pay or Play

08

Portable bars offer increased space, flexibility, and profits.

Do you need a license to play music in your store, bar, or restaurant?

Let’s Talk MEZCAL

Departments

4

From the Editor

6

On Tap

8 14

Tequila’s bolder cousin has evolved from curiosity to “it.”

A letter from our Editor Ashley Bray.

Industry news and announcements.

Behind The Bar

In-depth analysis of beer, wine, and spirits.

Happenings

Important dates for the month.

34

Inventory

38

Q+A

Featured product releases.

Melissa Romanos, Head Bartender, The Publican.

Features

26

Bars & Bets

30

Review & Response

Two bar owners go all-in on operations advice.

How to best respond to online reviews.

Cover Photo: Verde Que Te Quiero Verde cocktail, bakan, miami, florida Contents photo: Boulud sud, miami, florida

barbizmag.com

July 2019

Bar Business Magazine

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THE HOW-TO PUBLICATION

BAR BUS NESS MAGAZINE

JulY 2019

Vol. 12

No. 7

Bar Business Magazine (ISSN 1944-7531) is published

by Simmons-Boardman Publishing Corporation 55 Broad St 26th Fl., New York, NY 10004

subscription department 800-895-4389

executive offices President Arthur J. McGinnis, Jr. Publisher Art Sutley 212-620-7247 asutley@sbpub.com

editorial

Editor Ashley Bray 212-620-7220 abray@sbpub.com Contributing Writers Sean Chaffin, Elyse Glickman, Paul Menes, Christopher Osburn, Erik Shellenberger, Dale Willerton,

art

Art Director Nicole D’Antona Graphic Designer Hillary Coleman

production

Corporate Production Director Mary Conyers mconyers@sbpub.com Digital Ad Operations Associate Kevin Fuhrmann

circulation

Circulation Director Maureen Cooney mcooney@sbpub.com Art Sutley 212-620-7247 asutley@sbpub.com

Bar Business Magazine (Print ISSN 1944-7531, Digital ISSN 2161-5071) (USPS#000-342) is published February, April, June, August, October, and December. January, March, May, July, September, and November will only be offered in a digital format at no charge by Simmons-Boardman Publ. Corp, 55 Broad St. 26th Floor, New York, NY 10004. Printed in the U.S.A. Periodicals postage paid at New York, NY and Additional mailing offices. Pricing, Qualified U.S. Bar Owners may request a free subscription. Non-qualified subscriptions printed or digital version: 1 year US $45.00; Canada $90.00; foreign $189.00; foreign, air mail $289.00. 2 years US $75.00; Canada $120.00; foreign $300.00; foreign, air mail $500.00. BOTH Print & Digital Versions: 1 year US $68.00; Canada $135.00; foreign $284.00; foreign, air mail $384.00. 2 years US $113.00; Canada $180.00; foreign $450.00; foreign, air mail $650.00. Single Copies are $10.00 ea. Subscriptions must be paid for in U.S. funds only. COPYRIGHT Š SimmonsBoardman Publishing Corporation 2019. All rights reserved. Contents may not be reproduced without permission. For reprint information contact: Art Sutley, Phone (212) 620-7247, or asutley@sbpub.com.

For Subscriptions, & address changes, Please call (US Only) 1-800-553-8878 (CANADA/INTL) 1-319-364-6167, Fax 1-319-364-4278, e-mail barbusiness@stamats.com or write to: Bar Business Magazine, Simmons-Boardman Publ. Corp, PO Box 1407, Cedar Rapids, IA. 52406-1407. POSTMASTER: Send address changes to Bar Business Magazine, PO Box 1407, Cedar Rapids, IA. 52406-1407. Instructional information in this magazine should only be performed by skilled craftspeople with the proper equipment. The publisher and authors of information provided herein advise all readers to exercise care when engaging in any of the how-to activities published in the magazine. Further, the publisher and authors assume no liability for damages or injuries resulting from projects contained herein.

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July 2019 barbizmag.com

Photo: Shutterstock/ Natali Zakharova.

advertising sales

from the editor

From The Editor

Today, mezcal is in high demand, and any [craft cocktail bar] worth its salt will carry at least two or three different styles to cater to its clientele.

- Jake Larowe, Bar Manager, Birds & Bees

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his month we take a deep dive into mezcal in our Behind the Bar column by Elyse Glickman on page 8. Mezcal is made from the hearts (piñas) of agave plants, which are roasted in pits in the ground over hot rocks. The piñas are removed from the pit after a few days, crushed, fermented, and distilled into the smoky spirit so many have come to love.

If you’re looking for inspiration on how to mix mezcal into cocktails, you’re in luck—many of the industry insiders interviewed for this month’s story offered up suggestions on ways to use mezcal.

Sother Teague, Beverage Director at the newly opened Honeybee’s in New York City, believes the key to finding ingredients to mix with mezcal is to turn to the terroir (origin) of the other components. “Mezcal is from Mexico, so the first thoughts are to look for items grown in or made in Mexico,” says Teague. “Limes, oranges, mango, papaya, chilies, even the famed molé sauce made with cinnamon and cocoa are delicious with mezcal. Try adding some cilantro to a mezcal margarita, or burn some rosemary before adding it to the shaker tin. As far as spirits, tequila is obvious but try it with the herbal notes in a juniper-forward gin or a caraway heavy aquavit. I’ve had some delicious results blending it with malty genever as well.”

Jake Larowe, Bar Manager at Los Angeles-based Birds & Bees, found mezcal can stand in for other base spirits or modifiers in a recipe because the complex flavor profile brings something new to the customer’s experience.

“An interesting way of using mezcal is

to use a high-proof expression as a base for a bitters,” he says. “The strong earthy quality can help add another dimension of flavor that would normally be lacking in a tincture made with a neutral grain spirit.

We also enjoy using it to add a subtle facet to a cocktail.”

Eric Hobbie, Mixologist at San Diego’s Serea, uses mezcal as a modifier, misted over a cocktail as a finishing touch, or in savory and sour-style cocktail recipes as the base spirit. He says mezcal should be used with care when mixed with other intense and distinctive flavor profiles.

“Mezcal carries a bouquet of vanilla notes that make the spirit sweet and creamy, but it can also have a whisper of smoke or a campfire finish,” he says. “In cocktails, I don’t like to use too many dominating flavors, and since mezcal has such a strong presence, I mix it with soft complimenting flavors such as fresh melons, citrus, even subtle herbs like basil or lemon verbena.

When it comes to blending with spirits, I feel the same way and use delicate flavors to compliment the creaminess and notes of smoked vanilla, such as Solerno or a floral liqueur like St~Germain.”

Ready to work with mezcal? We’ve got 11 cocktail recipes beginning on page 8 to get you started.

Ashley bray, Editor

July 2019 barbizmag.com

ON TAP From ON TAP The Editor

urating a cocktail menu is an art—the proper ingredients, complementary spirit, and perfect garnishes must come together to delight even the most particular of palates while still maintaining the restaurant’s bottom line.

Head Bartender and Mixologist at Daniel Boulud’s Mediterranean concept, Boulud Sud Miami, Craig Welsh is a veteran at constructing cocktail menus. He has built his career on creating unique, luxury cocktails that complement patrons’ meals and benefit the restaurant’s budget.

Craig offers advice for building a menu and reflects on current trends.

What are key elements in creating a cocktail menu? Where do you start?

The key elements when creating a cocktail menu are first to decide the concept of your bar. If you are serving food, you need to be using ingredients from your food menu that are seasonally correct.

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What ingredients are worth splurging on and which can you save on?

Ingredients that I think are worth spending a little more on are from the kitchen because that most likely goes on food cost and not liquor cost. It’s my job to make cheap booze taste amazing so depending on how aggressive your happy hour is determines the amount you spend on your cocktail alcohol.

How often do you feel a cocktail menu needs to be revamped?

I never believe in revamping a menu completely because service staff members sell what they know. My service staff responds better with two cocktails at a time because they will retain more information when selling the menu.

What is the cocktail trend of the moment?

Trending cocktails right now are booze forward and batched out. Batching cocktails can be produced consistently also taking pressure off service well in a volume bar program.

Any advice for creating perfect bottomless brunch cocktails?

Bottomless brunch cocktails are designed to be light in alcohol and easy to produce. Carbonation is a must using sparkling wine, beer, and soda to create a spritz-driven menu.

July 2019 barbizmag.com

Photos: Boulud Sud.

C

Q&A with Craig Welsh: Building a Cocktail Menu

ON TAP Large-Scale LED Displays Drive in Customers at New 360 Sports Bar & Restaurant

Photo: Peerless-AV.

T

he Agua Caliente Casino Resort Spa in Rancho Mirage, California has opened 360 Sports, the ultimate sports bar and restaurant offering live sports action viewed on a multitude of largescale LED displays.

Owned by the Agua Caliente Band of Cahuilla Indians, the casino resort and spa opened in 2001. It expanded with $400 million of new construction in 2008 and added 360 Sports late last year. Sports betting is not yet legal in California, so 360 Sports debuted as a sports bar and restaurant with a variety of real-time programming and custom video options for its patrons.

To truly wow guests, the resort sought an intricate video wall design that would require a complicated installation with curved walls and recessed displays.

“The client wanted something unique that would rival any Las Vegas sportsbook,” says Art Martinez, who is partnered with Vince Ovist in Las Vegas-based Advanced LED Displays.

“We suggested that they be the first sports bar in the nation without numerous independent TVs, which you commonly see throughout these venues. Instead, every image – big or small – would be part of large LED video walls. The space would look a lot cleaner and more contemporary. The client loved the idea, and we went to work with the architect.”

In addition to the shape of the wall, which affected display alignment, 360 Sports was still under construction. A tight timeline tied to a New Year’s Eve launch also added pressure to the project and only allowed 10-16 days to complete the full installation.

To meet the fast deadline, Advanced LED Displays was chosen as the integrator for the project. They selected Unilumin for the LED screens and Peerless-AV for its LED mounts.

While Peerless-AV was the only manufacturer whose mounts would work for the curved wall, the brand was also selected based on its flexibility, cost effectiveness, and superior customer service—all aspects of SEAMLESS by Peerless-AV®, the company’s LED Video Wall Integration Program. The SEAMLESS program

barbizmag.com

ensures the entire Peerless-AV LED Solutions Team is available every step of the way, guaranteeing every customer receives quality product, support, and service.

“It was so refreshing to have someone there from our [Peerless-AV] team to actually help us design the mounting system that would fulfill all of these crazy designs we came up with,” said Vince Ovist, President, Advanced LED Displays. “No other company came to that point where they would help us out from the very beginning.”

To drive the wall-to-wall sports programming, Advanced LED Displays selected Christie Spyder X80 and X20 multi-screen windowing processors.

360 Sports boasts 2,300 square feet of LED displays comprising a main LED wall, an LED bar back, a “Dogbone” LED wall, and an entry LED wall, which surround comfortable table and bar seating. The video walls are fed by 19 DirecTV boxes for sports programming and 12 proprietary media players for Agua Caliente’s own media and marketing content.

A Christie Spyder X80 drives the main LED wall, bar back, and Dogbone LED walls; a Spyder X20 drives the entry and the separate Center Bar video walls, which has an elliptical LED wall wrapped around its bar. The

Spyders link to 4K LED controllers that feed the displays.

A simple user interface makes it easy for bartenders and managers to leverage Spyder’s API for command and control.

Accessing pre-sets to change the looks on all the LED displays is achieved with just a button push.

“They love the touch panel interface and their ability to show off different looks from putting a single game up on a giant screen to highlighting an array of sporting events,” said Martinez. “On some nights, they bring in a DJ who can plug into two different locations and take over any or all of the screens with custom video at the press of a button.”

According to Martinez, 360 Sports has quickly established itself as a popular spot at Agua Caliente. “As the property continues to evolve, the inevitable goal will be for 360 Sports to be ready to go as a sportsbook when sports betting is legalized in California,” he said.

The casino was thrilled with the final outcome, and guests can now enjoy the action from anywhere in the sports bar.

“The feedback has been phenomenal,” said Bill Oliver, Chief Information Officer, Agua Caliente. “It’s been a great buzz around the valley. This is the place to come.”

July 2019

Bar Business Magazine

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Let’s talk

Behind The Bar: MEZCAL

Tequila’s bolder cousin has evolved from curiosity to “it.”

BY ELYSE GLICKMAN

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Bar Business Magazine

J

ay Schroeder, Beverage Director and Partner of Chicago destination restaurant Quiote, has seen spirits trends come and go. However, he’s confident that mezcal is not going anywhere. His passion for the intense and savory agave spirit—and increased public interest in it—manifested itself in Quiote’s subterranean mezcaleria Todos Santos and his penning and releasing Understanding Mezcal.

“Mezcal’s story is one about diversity within a spirits category as well as Mexico’s many regional styles of food and beverage,” he says.

If your establishment is dedicated to mezcal like Todos Santos, deciding

what to put on your bar will be easier as you’ve gotten to know the landscape and a variety of mezcal producers. If your bar serves many different spirits, however, Schroeder says the easiest way to get the knowledge needed to select the best mezcals is to visit a nearby bar dedicated to them. Sit, enjoy yourself, and talk to the people who work there. He warns that if you rely on the first sales rep who comes through your door, what you end up with may not be a fit for your customers or food offerings.

“If a beverage manager from an Italian restaurant asked me to suggest six really cool bottles of mezcal, I would suggest he look at my back bar, see what gets his

July 2019 barbizmag.com

Photo: Diez y Seis.

MEZCAL

Behind The Bar: Mezcal attention, and then have him ask questions,” he says. “If I get excited about a given mezcal, that’s usually a good way for him to tell if it will be an ideal choice. I can cherry pick a few mezcals and have [the manager] taste them until he finds those that work best for his needs. Bear in mind that although your bar may only allow for a small collection, you can cover a whole lot of ground in terms of styles.”

“Mezcal has been the ‘cool’ thing to drink for a while now, especially come summer,” says Josh Cameron, Head Bartender at Boulton & Watt in New York City, noting it started appearing in bars about seven years ago, with customers asking, “Do you carry that smoky tequila?”

“It’s a relatively recent entry to the US market, despite being as old, if not older, than tequila historically. This spiked excitement and allure,” he says.

“I think people wanted something new, and many had exhausted their tequila phase.”

According to José María Dondé, Beverage Director of Bakan, Miami, mezcal has been growing for the past 10 years thanks to interest in organic and artisanal food and spirits. “Mezcal has received a great response from consumers who care about how and what their spirits are made of,” he says. “As a Mexican restaurant, you can use mezcal to show how the roots and tradition of Mexican culture are important and can be used in gastronomy as well.”

Like Todos Santos and Bakan in Miami, Los Altos (also in Miami) was a response to the public’s curiosity and embrace of the spirit, according to bar Operations Manager Erin Davey. “For the opening of Los Altos, we did a mezcal negroni candy,” she says. “I’ve also seen it in salad dressings, salsas, and so on. The Smokeout is a good representation of this, blending Union Mezcal, lemongrass-infused coconut milk, lime, ginger, and cilantro. It could very easily translate to an Asian restaurant. On a previous menu, we updated the classic Italian Negroni with pasilla chili-infused vermouth and mezcal substituting for gin in addition to the Campari.” barbizmag.com

Where There’s Smoke... ...there is bound to be a lot of inspiration, regardless of whether a venue has any thematic ties to Mexican food or culture. Jake Larowe, Bar Manager at Birds & Bees, says the Downtown Los Angeles “mid-century modern cocktail bar” has stocked mezcal since its opening two and a half years ago, and it has been a crowd pleaser ever since. However, he’s observed his experienced customers have been aware of its mystical power for some time, though others may need to be brought up to speed.

“I first started noticing mezcal appearing in bar programs about seven or eight years ago,” he says. “Before that, it was around but mostly unknown and not really understood. Today, it is in high demand, and any [craft cocktail bar] worth its salt will carry at least two or three different styles to cater to its clientele. At Birds and Bees, we carry several brands and styles that cover everything from [the growing region’s] lowlands to highlands as well different subtypes of agave such as Espadín, Tobala, and Madre Cuixe.”

Jose Gill, Beverage Manager at American Social Bar & Kitchen in Miami, says mezcal was added about five years ago after he and his colleagues noticed customers were leaning towards smokier cocktails during the tequila boom.

“Mezcal brought that kind of flavor profile that we could see was going to be the next upcoming trend,” he says. ”It has lots of full roasted flavors [that work well] in smoky dishes, but there is so much more going on with mezcal flavors that it can work in most unexpected food and beverage recipes, from marinating shrimp and chicken to making dishes that have chocolate notes, which will enhance the flavors.”

The beverage program at Honeybee’s, a vegan BBQ restaurant in New York’s East Village, concentrates on bourbon, rye, tequila, and mezcal as drinks need to stand up to the food menu’s hearty sauces and seasonings.

While many of the customers are cocktail savvy, Beverage Director Sother Teague says experimentation

Geodesic Domes ¾ oz Fresh lemon juice 2¾ oz Domes mix* 1 oz Pierre Ferrand 1840 1 oz Mezcal Banhez

Domes mix: 1½ oz pineapple puree ½ oz cardamom clove syrup** ½ oz Cinzano bianco vermouth ¼ oz Fernet Branca Cardamom Clove Syrup: 2 quart water 2 quart granulated sugar 5 oz green cardamom 3½ oz whole cloves To make the Domes mix, start by making the cardamom clove syrup. Place cardamom in a dry vitaprep and crush.

Combine with cloves, sugar, and water and heat over medium heat. Simmer for 10 minutes, remove from heat, and strain through a chinois. Allow to cool and place in quart delis, label, and date.

Make the Domes mix. To make the cocktail, combine all ingredients and shake over ice. Strain into a wood tumbler over fresh cobbled ice.

Jay Schroeder, Todos Santos/Quiote, Chicago, IL

Waterproof Watch ¾ oz Vida Mezcal ¾ oz Altos Blanco Tequila ¾ oz Amaro Montenegro ¾ oz Aperol 2 dash Dale’s Bitters Orange twist Combine ingredients in a shaker. Stir thoroughly and pour into a rocks glass with ice. Add bitters and finish with an orange twist.

Sother Teague, Honeybee’s, New York, NY

Mezcal Margarita 1 oz Vida 1 oz Blanco tequila ½ oz Agave syrup ¾ oz Lime juice Shake and strain onto fresh ice. Half chili salted rim (1:1: ½:½: sugar, kosher salt, paprika, cayenne).

Sother Teague, Honeybee’s, New York, NY July 2019

Bar Business Magazine

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Behind The Bar: MEZCAL

Smokin’ Maid 5-6 Mint leaves ¾ oz Cucumber juice 1 Lime ½ oz Agave ¾ oz Mezcal ¾ oz Jalapeño tequila

Shake and strain into highball glass halfrimmed with salt and pepper. Garnish with mint sprig and cucumber.

Jim Kearns, Tijuana Picnic, New York, NY

2 oz Pelotón de la Muerte Mezcal ½ oz Lemon juice ½ oz Triple Sec ½ oz House-made simple syrup 1 oz Cilantro puree Line the rim of the glass with a slice of lemon and salt. Shake and strain over ice.

Garnish with lemon wheel.

Jose Maria Dondé, Bakan, Miami, FL

Chapulin Colorado 1 oz Volcán Tequila 1 oz Montelobos Mezcal ½ oz Agave 1 oz Watermelon juice ½ oz Lime juice 2 dashes Habanero tincture

Habanero tincture: Place 10 cut habanero chiles into a bottle of Sobieski vodka.

Cocktail: Shake and strain into rocks or Collins glass with cubed ice. Garnish with double lime wheel dipped in chapulin salt.

Gui Jaroschy, Diez y Seis, Miami, FL

Smokonut

1½ oz Mezcal Union 2 oz Lemongrass/ginger coconut milk ½ oz Lime juice ½ oz Simple syrup 1 barspoon of Velvet Falernum Coconut milk: Add one-inch piece of lemongrass and one-inch piece of ginger to quart of coconut milk. Bring to boil and simmer for 15-20 minutes. Remove from heat and strain solids. Cocktaii: Whip shake with crushed ice. Pour into 16-oz glass with crushed ice. Top with cilantro.

Erin Davey, Los Altos, Miami, FL 10

Bar Business Magazine

Verde Que Te Quiero Verde

and creativity are key when encouraging a variety of customers to get out of their tequila comfort zone.

He likes VIDA de San Luis Del Rio® from Del Maguey as an “entry” expression of mezcal as it mixes well with other cocktail ingredients. “[Even though] Mezcal has a reputation for being too smoky, some are robust while others are subtle,” says Teague. “You’ll have to try several to find the ones you prefer. Luckily, research is its own reward. Keep a bottle of your favorite tequila nearby as well and you can cut the mezcal that’s too aggressive for you by adding some tequila. You can think of those more aggressive mezcals as seasoning rather than the main course.”

At the Pony Room at San Diego’s Rancho Valencia Resort & Spa, Lead Mixologist/Bar Manager Ted Gibson points out that mezcal not only works in this swanky setting, but can add appealing flavors and textures to familiar cocktails.

“It can take the place of, or share the spotlight with, tequila in the usual tequila-based suspects like the margarita or paloma, serve as a worthy yet surprising substitute in classics such as negronis, mules, and mezcal penicillin,” he says. “One of my favorite modern classics featuring mezcal is the ‘Naked and Famous,’ with mezcal, yellow chartreuse, Aperol, and lime.”

The Perfect Introduction South Beach-based Diez y Seis puts it all out there—literally—with its signature mezcal cart designed to start

Chapulin Colorado

conversations not only with its selection of expressions but also Mexican-inspired graffiti style artwork and candles.

“We carry several brands because it’s a unique part of Mexican culture,” affirms Gui Jaroschy, Director of Beverage Program and Development for parent company SBE. “There are more approachable mezcals these days than ever before, which can be a good thing and a bad thing. Traditional mezcals have strong character and are high in alcohol, while modern mezcals are served at 40% ABV and meant for cocktails. In addition to the cart, we serve the Chapulín Colorado that will convert any non-mezcal believer or appeal to hardcore fans.”

Jim Kearns, Corporate Beverage Director at Golden Age Hospitality in New York City, says he began stocking mezcal in the company’s bars a dozen years ago before it registered as a trend. However, he does acknowledge that there will always be some customers hesitant to try the spirit even if a good cocktail recipe (such as the “Smokin’ Maid” for Tijuana Picnic, recipe left) provides a nice framework for it.

“It’s generally a good idea to determine what concerns them about the flavor of any spirit before trying to steer them in a particular direction,” says Kearns. “If a guest has never had mezcal neat, something a little richer in tropical flavors, like Del Maguey Minero – Santa Catarina Minas or Del Maguey Santo Domingo Albarradas could be a good place to start.

Generally, the best way to get into

July 2019 barbizmag.com

Photos (left to right): Bakan; Diez y Seis.

Verde Que Te Quiero Verde

Behind The Bar: MEZCAL mezcal is just to dive in head-first.”

Eric Hobbie, Mixologist at San Diego’s Serea, suggests introducing customers to mezcal through cocktails that balance bright, fresh flavors with a strong mezcal back bone. Serea’s Ocean Breeze (recipe, right), for example, pairs mezcal with fresh honey dew, Meyer lemon, and a housemade melon liqueur. For beginner mezcal drinkers, he recommends Casamigos’ recently released expression and El Silencio, both of which are mild enough to work in a variety of recipes.

Gill has a similar approach and will introduce guests to a lighter mezcal cocktail, “You start them with a joven (young mezcal) as a shooter or in a sweeter cocktail such as our Smoked Pineapple Cocktail.”

Cameron, meanwhile, a fan of Ilegal Mezcal and Mezcal Papá Rey for “genre introduction to new customers,” likes building cocktails around it with earthy shrubs and root vegetables.

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When introducing mezcal, a bit of background doesn’t hurt, either.

“What most people don’t realize is that mezcal is the original tequila,” says Hobbie. “This was the old way tequila was made before the high demand and commercialization came into play. The slight smokiness came from roasting the agave in the ground for several days with hot coals.”

“Agave is a plant in the asparagus family, and not a cactus,” adds Jose Maria Dondé, Beverage Director of Bakan in Miami. “They have green vegetable, botanical, and fruit flavors that you can easily work with. That is why it is important to tell customers about the layers and the flavors that you get from each of the different species of agaves used to make mezcal, the hand of the producer, the terroir, and other aspects that make each brand special.”

Larowe acknowledges that some people will never like mezcal, but he likes taking open-minded new mezcal drinkers on a flight to get them excited about the category.

“I like to start with three next to each other and let [a customer] sip each one while talking about the differences. It’s a short journey to find similar mezcals, and from there, branch out to the more esoteric and complex flavors. Have customers smell it, sip it, and think about flavors. Point out that the more mezcal they drink, the more subtle flavor notes they will begin to pick out.

Have them think about where the spirit is from, what grows around there, and what’s in the local food. Next, move around the world. Pair it with flavors from other parts of the world, such as basil, yuzu, and caraway.”

Gibson also likes the mezcal flight approach based on agaves, brands, or regions. He adds details about the impact on climate and soil type on the final product, how the Mescalero (“master distiller” equivalent) approaches making it, and details about how the agave plant was cooked.

“That’s when the real adventure begins,” says Gibson. “While I think mezcal cocktails can be wonderful, it wasn’t until I began sipping mezcal neat that I truly began to appreciate it.”

Ocean Breeze 2 oz El Silencio Mezcal 1 oz Fresh-squeezed honeydew melon juice 1 oz Fresh-squeezed Meyer lemon juice ½ oz Midori melon liqueur Shake with ice. Strain into coupe glass.

Garnish with dehydrated blood orange wheel and lemon rose.

Eric Hobbie, Serea, San Diego, CA

Pride on Pikoh

2 oz Mandarin-infused mezcal** 1 oz Passionfruit syrup* ¾ oz Lemon juice ¾ oz Egg white Dash simple syrup 2 dashes Orange bitters Droplets of raspberry purée, blueberry purée, blue curaçao, and kiwi/midori purée Passionfruit syrup: Combine equal parts of 1:1 simple syrup with les vergers Boiron passionfruit purée. Mandarin-infused mezcal: Peel four mandarins, gently press, and let sit in one liter of mezcal in a dark storage area for two-three days.

Strain with chinois. Cocktail: Dry shake for 10-20 seconds. Add ice and shake again. Double strain into coupe glass.

Garnish with fruit droplets; use a cocktail pick to create hearts.

Pikoh, West Los Angeles

Gregory Peck 2 oz Peck “Cheater”: ¾ oz Mt. Gay Rum ¾ oz Plantation Pineapple ½ oz Mezcal ½ oz Yellow Chartreuse/Citrus Oleo 4 drops White Peppercorn Tincture Stir, strain, double rocks glass, big cube.

Garnish with candied lemon half-moon.

Jake Larowe, Birds and Bees, Los Angeles

Ilegal Tonic 2 oz Ilegal Mezcal Joven 5 oz Tonic Build in Collins glass. Garnish with cucumber and grapefruit peel.

Ilegal Mezcal

July 2019 barbizmag.com 2/1/19 12:31 PM

Happenings August 2019

1

August 1 National Peach Month Find ways to incorporate this fruit flavor into your food and beverage menus this month.

AUGUST 16 National RUM Day Whether light, dark, spiced, or flavored, highlight this versatile spirit in cocktails today.

4

aUGUST 4 Sisters Day The perfect day for a 2-for-1 drink special!

Whether it’s used as a twist on a margarita, stirred into a martini, or served frozen in a piùa colada, this flavor is perfect for summer.

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Bar Business Magazine

AUGUST 29 More Herbs, Less Salt Day A day we can get behind.

Add some herbal syrups, shrubs, and garnishes to your cocktails.

July 2019 barbizmag.com

All Photos: Shutterstock.com.

AUGUST 3 National Watermelon Day

Happenings

Upcoming EVENTS

AUGUST 18 National pinot noir day

august

Raise a glass to this red, and offer specials on glasses and bottles.

texas bar & Night club convention August 19, 2019 San Antonio, Texas tbnaconvention.com

aUGUST 31 National Eat Outside Day Your outdoor patios are in the spotlight today. Need a new bar for your outdoor location? Check out the how-to on page 18.

WESTERN FOODSERVICE & HOSPITALITY EXPO August 25-27, 2019 Los Angeles, California westernfoodexpo.com

ECRM On-Premise adult beverage epps August 27-29, 2019 New Orleans, Louisiana ecrm.marketgate.com

3

aUGUST 3 Campfire Day Add the taste of a campfire to your cocktails with some mezcal. Read more about the growing popularity of this spirit on page 8.

SEPTEMBER Foodservice technology conference & showcase (FSTEC) September 8-10, 2019 Dallas, Texas fstec.com

Florida restaurant & Lodging show September 15-16, 2019 Orlando, Florida

flrestaurantandlodgingshow.com

AUGUST 9 Book Lover’s Day Put together a list of literary libations, or maybe go for a favorite of Hemingway’s—the daiquiri.

barbizmag.com

July 2019

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How To

How To: Leasing

10 tips for getting your lease right.

Streetwise Leasing Tips 16

Bar Business Magazine

By Dale Willerton – The Lease Coach July 2019 barbizmag.com

D

id you know it’s easier to end a marriage than it is to terminate a lease with a landlord? So whether you are looking to open your first bar or negotiating a lease renewal, get it right!

Tip #1: The agent is there to make the sale (or they don’t get paid), not to hold your hand.

Landlords pay agents big commissions, if they can convince you to sign a lease.

First-time tenants often regret putting so much faith in the agent to help them.

Don’t let one agent show you space all over town. Even if you have your own agent negotiating against the landlord’s listing agent, remember both agents are splitting a commission coming out of the landlord’s pocket. The listing agent doesn’t want to split his commission with your agent. You’re better off calling the listing agent for each property directly.

Photo: Shutterstock/ Lora Stavreva.

Tip #2: Start the leasing process well in advance.

For renewal deals, we reach out to landlords at least 12 months in advance.

For start-up bar and club tenants, if you’re not careful, the deal-making process, design, and buildout of your space will take much longer than you expected, resulting in you paying rent before you open your doors. The tenant should be paying no rent before they open—and the lease needs to say so.

Tip #3: Negotiate on multiple sites simultaneously.

The Lease Coach does this all the time for tenants because it creates competition for your tenancy. While an agent might want you to focus in on only one location, that is not the best strategy. By making simultaneous Offers to Lease (OTL) on several sites, we can play one landlord against the other and get the tenant better terms. Even if you love only one location, they won’t know the other sites are just decoys.

Tip #4: Be the batter not the pitcher.

The agent will want you to send the landlord a Letter of Intent (LOI) because the agent can control the paperwork and state that he is being barbizmag.com

How To: Leasing paid a commission. But streetwise negotiators know it is better to receive a lease proposal than it is to initiate one.

We want the landlord to earn or re-earn your tenancy. You don’t want to pursue the landlord—you want the landlord to pursue you. After all, you may become his long-term customer paying rent for many, many years.

Tip #5: Get the Lease Proposal Right.

If a material point is not included in the OTL or LOI, you might not be able to get it added later in the Formal Lease Agreement either. Knowing how much information and detail to include in the OTL is important. Just because the LOI says the tenant is not bound by signing, it doesn’t mean you can renegotiate after you wise up.

Don’t be intimidated.

Negotiate to win.

Tip #6: Pay attention to your Permitted Use clause.

Don’t assume you can sell anything and everything you want. A full menu of both beverages and foods must be spelled out, or you may be on the receiving end of a cease-and-desist letter from the property manager. Also, consider if you need exclusivity on certain primary uses.

Tip #8: Don’t get lawyered up unnecessarily.

The legality of the lease is never in question. What do most attorneys know about market rents, tenant allowances, signage, etc.? You definitely need some help but don’t automatically default to an attorney.

Tip #9: Negotiate to Win. The truth is, most tenants are intimidated by the whole leasing process. How can you expect to negotiate and hold your own, let alone win, against a real estate broker who has 10 years of experience? Most tenants are out of their league and are simply trying to negotiate not to lose. And that doesn’t make for a good lease deal.

Tip #10: Do your homework.

Negotiating Commercial Leases & Renewals FOR DUMMIES is a 330-page book I wrote for tenants from my combined 30 years of commercial real estate experience first working for landlords, and then, in 1993, becoming a Professional Lease Consultant and Negotiator for Tenants. Most hard and expensive leasing lessons can be completely avoided by doing some research and seeking out the right professional to guide you through the process.

Dale Willerton is The Lease Coach.

Request a complimentary copy of his book, Negotiating Commercial Leases & Renewals FOR DUMMIES , and a free consult. Email DaleWillerton@ TheLeaseCoach.com, call (800)738-9202 (ext 1), or visit TheLeaseCoach.com.

Tip #7: Meet the landlord or property manager before you sign a lease.

I believe you should never sign a longterm lease without first trying to meet the landlord or their property manager. Most agents will try to keep the tenant and landlord apart. Don’t be naïve; once the agent collects the commission, you may never see them again. You need to initiate a relationship with the landlord or their property manager in advance.

July 2019

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How To

How To: Portable Bars

Ultimate Bars’ portable bars come in mutiple types of bar tops and custom interchangeable graphics and panels.

Portable Profits Portable bars offer increased space, flexibility, and profits.

T

he main function of a bar is to get people around it ordering and drinking cocktails, beer, and glasses of wine in a way that allows for as many seats as possible. The problem is that on nice, sunny days, customers are not likely to want to stay inside.

How can this dilemma be remedied?

Simply by adding another bar to the outdoor seating area.

Adding another bar doesn’t require

Pro Tip Portable bars add the ability to have additional bars outside, at an event, or in a room, which speeds up service, expands a venue’s reach, and results in more income.

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Bar Business Magazine

elaborate paperwork and a permanent structure. That’s because there are myriad portable bar options on the market—each with its own pros and cons for your business. And the portable structure isn’t limited to just bars either.

AE International AE International runs the Portable Bar Company. “Our goal is to give our customers in the hospitality industry the most stylish, professional and exceptionally functional specialty equipment on the market,” says Beck Foster, Sales Manager at AE International.

AE International also offers customizable and portable hostess stands through The Hostess Station company.

With The Portable Bar Company, they were challenged to meet the needs of a much more diverse customer base. “We developed two product lines that allow our customers to set up a premium bar service anywhere,” says Foster.

Their fold-and-roll bars are on casters and break down to a fraction of their depth for easy storage. “Then we have the Flash Bar Modular System, which lets customers make a four-foot bar or an 80-foot bar by mixing and matching segments,” says Foster, who explains these bars break down into smaller pieces so the bars can be carried, which makes them able to reach places the bars on wheels can’t. “Additionally, features and accessories like customizable workspaces and speed rails help mobile bartenders, caterers, and venues look great and provide first-class service.”

Portable bars aren’t just for existing venues, and new ways to use them come up all the time. “Mobile bartending companies and caterers benefit from the fast set up, the professional look (they look so much better than a table and tablecloth), and the ability to offer service that’s comparable to drinking at a built-in bar anywhere,” says Foster.

“They can also be branded so customers

July 2019 barbizmag.com

Photo: Ultimate Bars.

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How To: Portable Bars

can sell sponsorship or custom branding packages for each event, adding additional revenue opportunities.”

Portable bars are also used as a substitute for permanent bars. “This is ideal for locations that have seasonal needs such as event centers with concert series, locations with extreme weather half the year, or venues who just want the ability to customize their event space for each event,” says Foster, who explains that the Flash Bar Modular System works especially well as a substitute since it looks permanent when it’s set up.

“Portable bars are a perfect way to maximize the use and look of a space.

Plus, customers can avoid the wear and tear of something being outside 24/7 all year long because they store well, and they’re meant to be moved.”

The Professional Bar, Standard Bar, Distressed Bar, and Compact Bar make up the Portable Bar Company’s foldand-roll line. “We also just introduced a fold-and-roll Back Bar to be used as a support unit for the rest of the line,” says Foster. These fold up to a fraction of their depth in minutes without tools for easy transport and storage.

The larger units, such as the Professional and Distressed Bar, are 20

Bar Business Magazine

great for locations with high-volume service needs and flat surfaces to roll them out on. These bars are a bit heavier but very durable. Two bartenders can fit behind them and roll them away.

“The Standard Bar and Compact bar are much lighter. They are great for mobile bartenders, caterers, or locations with uneven surfaces where the bars

Portable bars maximize the use of a space.

might need to be picked up now and then but they still want the bar on wheels,” says Foster.

The Flash Bar gets used for everything from a point of sale to a tradeshow booth display to a 100-foot bar for an event to a full-service bar in a restaurant. “With the correct finishes, customers can use it indoors or

Ultimate Bars Ultimate Bars is the manufacturer of custom portable bars and beverage equipment. “Portable/satellite bars add the ability to have additional bars at an event or in a room that can help with bar traffic while speeding up service, which results in more income to the end user,” says Travis Crivaro, Owner of Ultimate Bars. “We have a customer who told us that by adding our bar to their patio, they increased their average nightly sale by an additional $4,000 a night.”

Ultimate Bars is used to helping bartenders be more efficient and their products’ portability lets customers take the bar anywhere. They can even be branded and lit up with the client’s logo to add a bit of personalization or to promote a special event or product.

No business owner or bartender wants to spend all day putting a mobile bar together. That’s why it’s important to note that mobile bars from Ultimate Bars are easy to set up, taking less than a minute and requiring no tools. Plus, all of the company’s products are made

July 2019 barbizmag.com

Photo: AE International.

With The Portable Bar Company’s Flash Bar, you can mix and match segments to change the shape and look of your bar.

outdoors,” says Foster. “It’s also a great option for mobile bartenders who want the flexibility of being able to set up a bar where wheels can’t go (over sand, cobblestone, or upstairs). We also have a four-basin sink that can be hooked up to local plumbing as well as self-contained.”

The Flash Bar is sold by the segment.

“Each segment takes approximately two people, two minutes to set up or break down. There are no tools required for assembly and everything is held together by locking pins and gravity. Since assembly is so easy, you can mix and match segments to change the shape and look of your bar per event,” says Foster. “We can make circles, Us, hexagons, straight lines with curved edges, etc. Then you can either carry the bar in pieces or transport them by storing them in cases on casters.”

Since the bars are modular, accessories such as ice bins, sinks, speed rails, and extra shelving can be ordered at a later time and retrofitted.

“Also, if something breaks, you can replace just the piece instead of the entire bar,” says Foster.

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How To: Portable Bars out of an extruded 16-gauge aircraft aluminum, which is stronger than steel, half the weight, and will not rust over time. “Our bars fold to a mere five inches wide for storage and transport, which means you can get two to three bars in the same area,” adds Crivaro.

Ultimate Bars come in multiple types of bar tops. “We offer four different interchangeable bar tops, which allow

you to create multi-bar configurations unlike anything out in the market,” says Crivaro. “We work closely with all our vendors on new materials and battery packs to provide our customers with the latest technology and current trends.”

Ultimate Bars touts itelf as the only company that includes a front and back panel for interchangeable branding. “This encloses our LED lights in the frame of

the bar, which makes them waterproof and unexposed,” explains Crivaro.

The company also offers a selection of custom panels and the ability to add custom graphics and promotions.

On top of all that, the brand offers a lifetime guarantee, excluding general wear and tear. Plus, all the bars are made in the U.S.

Forbes’ bars can be equipped with any accessory, including LED lighting.

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July 2019 barbizmag.com

Photo: Forbes Industries.

Forbes Industries Forbes Industries offers over 90 different mobile bars and 20 different back bars. “These bars range in price point (best, better, and good),” says Mark Sheley, Director of Marketing for Forbes Industries.

Forbes makes its own bars. “Since we are the manufacturer, it is a Forbes brand, [which is] known worldwide for high quality and longevity,” says Sheley. “Being able to accommodate any venue and locale, Forbes Mobile Bars can be rolled into position and setup in minutes.”

After setup, Forbes’ bars function just like any static bar. “They can be equipped with any accessory (i.e., jumbo stainless steel sinks, electrical outlets, pre- and post-mix systems, beer tap systems, LED lighting, mini refrigerators, etc.),” says Sheley.

The bars are ready for use, with only the speed rails needing to be attached on the operation side of the bar with keyhole tabs.

In the case of Forbes’ Folding Bar, setup time is only about three minutes.

“The rest of the set-up is based on what type of liquor is to be served and to stock the bar,” explains Sheley.

Tuning Up

How To: license to play

HOW TO

PAY OR PLAY

Photo: Shutterstock/ Olinchuk

Do you need a license to play music in your store, bar, or restaurant?

S

o, a guy walks into a bar and compliments the owner on the music coming out of the bar’s sound system. The bar owner thanks him and asks what he’s having. He replies, “I’ll have you stop playing that music and pay us damages for copyright infringement, or we’ll sue you for playing it without a proper license.”

barbizmag.com

By Paul MENES It’s no joke. Business owners have asked me: “If I can play iTunes, FM or satellite radio, or stream Spotify at home or in the car, I can play it in my store, right?”

(Editor’s Note: The macOS 10.15 update will split iTunes into three separate apps.)

No. Unless a bar, restaurant, or other commercial establishment (“Store(s)”) fits into one of the exceptions below, that

Store needs what are called “public performance licenses” to play music.

Without them, a Store owner can get a visitor like the one above, or a cease-anddesist letter from one of the performing rights societies (PRS)—ASCAP, BMI, SESAC, and/or GMR. These societies have the rights to issue these types of licenses, and they can advise the owner they’ve July 2019

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How To: license to play

scientifically designed to make diners eat and drink more

Music Services music playing in a bar is a huge element of

BAR

Ambience Bars can play one audio device normally found in the home. something like a

Traditional radio 24

Bar Business Magazine

been wholesale infringing the copyrights in the musical compositions (songs) on the recordings they’ve been playing and have to pay money damages or be sued. A court can award damages per infringed song that range from $750-$150,000, plus the song owner(s)’ attorneys’ fees.

It’s infringement because one of the copyright owner’s exclusive rights in their creative work is the right to publicly perform it. The Store didn’t secure the proper performance licenses from the PRS and pay royalties to play music there.

Stores get caught because each PRS has investigators who traverse the U.S. checking out Stores to make sure they’re following the U.S. Copyright Act rules about licensing music to play.

Stores need ambience and music is a huge element. People want to eat and drink in interesting, attractive spaces. They feel good, linger longer, and spend more.

Many Stores don’t get performing rights licenses, instead subscribing to licensed music services, such as PlayNetwork or Cloud Cover Music (“Services”), which digitally provide recorded music curated to specific retail environments. This curation is claimed to be scientifically designed to make diners eat and drink more by enhancing the establishments’ brand and engaging its customers.

But some Stores don’t want to pay for these Services or don’t think they need permission to play music. They instead play radio stations, stream music from a streaming service, etc.

There are some limited circumstances where a Store can play music without public performance licenses and without infringing. Here’s a summary to use as a guide to determine if and how a Store can play music without performance licenses: Employees can use a single consumertype audio device, like a portable radio or mobile phone, to play broadcast music, streamed music, or the employee’s music library to entertain themselves; The Store can’t charge an admission fee; The music can’t be transmitted beyond the Store; If the Store has less than 2,000 gross square feet (including bathrooms and kitchens, but excluding areas used exclusively for parking (restaurant patios, parking turned into a patio in warm

weather, or other outside areas with adjacent parking, would probably count towards the 2,000 square feet)), and only plays FCC-licensed radio stations: • The Store can play only one audio device of a type normally found in the home. This would be something like a traditional radio with built-in speakers, an Alexa-type smart speaker, or a boombox with two detachable speakers; • I n bars and restaurants, the square footage increases to 3,750 gross square feet, but the limit on the audio device and number of speakers is the same.

If more than 2,000 square feet, or 3,750 square feet for bars and restaurants: • The one audio device can’t have more than six total speakers, no more than four of which can be in one room (or adjoining outdoor space).

No matter the size, a Store must either subscribe to a Service or get proper public performance licenses (ideally from all the PRS, since different ones have the right to license different songs), to: • Play FCC-licensed radio stations on more than one home-type audio device, a device which has more speakers than provided for above, or any other type of audio device/system; • Play downloaded music or CDs, even if an owner or employee owns them; • Play an iTunes library or streaming service, even if paid for (this is because when one buys music or uses a free or paid streaming service, they’re only getting the right to play the music for their own, personal enjoyment); • Play live music.

Like any summary, this one doesn’t cover all the nuances. Store owners should consult with an experienced music/ copyright lawyer before playing any type of music in their establishment.

Paul Menes is Co-Head of the Entertainment & Media practice group at ADLI Law Group, a Los Angeles-based law firm. Paul represents individuals and entities in the U.S. and abroad involved in all manner of transactional entertainment and digital media, as well as branding, copyright protection, and enforcement for those and other business endeavors. Reach him at (213) 623-6546 or paul.menes@adlilaw.com.

July 2019 barbizmag.com

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Operations

T

he World Poker Tour (WPT) held two of its final tables in May at the HyperX Esports Arena in Las Vegas.

The high-tech facility allows the tour to film and produce its televised final tables, but it also offers a nice Sin City getaway for players making the final table—with hundreds of thousands of dollars on the line.

Two players hoping for a win don’t just excel on the poker felt but are also longtime bar and club owners. Stacey Jones is the Owner of Basin Nights in Odessa, Texas, and Ami Alibay owns the Général Sherman nightclub in Montreal, Quebec.

These bar-owning poker stars spoke about their love of the game and offered some advice to fellow bar business owners.

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Bars & Bets Two bar owners go all-in on operations advice.

By Sean Chaffin

Photo: WPT/Joe Giron.

Texas Card Crusher After making the final six in the WPT event at Choctaw Casino, Jones finished fifth for $100,850—not bad for an event with 577 entries.

Jones has played the game since he was a teenager. He jumped into local games and found he had a knack for betting and bluffing.

Jones grew up on a farm, and his cowboy hat stood out among the WPT field and on the final table. But life on a farm or ranch didn’t interest him.

“I’ve been an entertainer for years,” says Jones. “My dad’s kind of a cowboy, more so than me. I learned how to work those cows, but I did enough of that to know I wasn’t much of a cowboy. I wanted to do music instead—I’m a singer.”

Before becoming a club owner, Jones sang country tunes at clubs all over West Texas. After leaving the stage behind, he fittingly entered the bar and nightclub business. He’s owned Basin Nights (named for the Permian Basin region of Texas) for 20 years.

Basin Nights plays a variety of music and attracts a mix of locals, cowboys, and West Texas oil workers. Jones is involved with every aspect of the business from staffing and service to social media and management.

The bar offers a place to grab a beer, play pool, and, of course, play some bar league poker. Jones offers prizes for winners and can often be found dealing—combining his love of poker and the bar business.

Jones loves the business and his staff, who sent him a good luck text while he was in Vegas with all of them at the club posing next to a sign reading: “Congratulations, Stacey.”

“It’s been a great business,” he says. “And when you get employees who want to stay and be

July 2019 barbizmag.com

Operations

Photo Credit

Ami Alibay, Owner of the GĂŠnĂŠral Sherman nightclub in Montreal, Quebec, plays at the World Poker Tour.

barbizmag.com

July 2019

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Operations long-term, that’s special.”

What’s the Deal? Bar Management Tips from Two Poker Sharks Stacey Jones and Ami Alibay offer up some advice based on their decades of experience in the industry.

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Bar Business Magazine

Stacey Jones, Owner of Basin Nights in Odessa, Texas, plays at the World Poker Tour.

Stacey Jones, Basin Nights (Odessa, Texas)

Ami Alibay, General Sherman (Montreal, Quebec)

Royal Flush: Offer a comfortable environment.

“The main thing that makes women come in is a safe place. You’ve got to have good security and make sure that women are safe. Escort them to their vehicles at night and make sure they’re not being hassled.”

Royal Flush: Give the bar or club a personal feel.

“As a nightclub owner and DJ, I always start the night by meeting people at the door when we open. That’s one of my main focuses.”

Full House: Have a great, trustworthy manager.

“In my case, he can do anything. He can get the money to the bank, write a check if he needs to, and tend bar if someone didn’t show up on time. He can also run the music and make sure everything is scheduled.”

Straight: Make the customer the top priority.

“In the bar business, you have one thing to sell and it’s not alcohol—it’s service. If you can’t get served, then you’ll get up and leave.

We’re serving the same beer at my place that they are anywhere else. If you can’t give good service, customers won’t be back.”

Full House: Appeal to female clubgoers.

“Make sure it’s safe and they want to be in your club.”

Straight: Offer a nice drink at a nice price.

“Offer inexpensive alcohol so you make money on the volume. Not really happy hours or specials, but low prices. I was selling shooters four for $4.

They cost about 30 cents, so the volume is awesome.”

Sean Chaffin is a freelance writer in Crandall, Texas. His work appears in numerous websites and publications.

Follow him on Twitter @PokerTraditions or email him at seanchaffin@sbcglobal.net for story assignments.

July 2019 barbizmag.com

Photo: WPT/Joe Giron.

Clubbing in Canada Montreal is a long way from Odessa, but Ami Alibay has a similar love of poker and the nightclub and bar business. He’s been in the industry for 26 years and has owned three different clubs with capacities of 1,000 people.

Beyond ownsership and management, he’s also worked as a DJ, spinning music for eager dancers and drinkers.

Général Sherman aims for a crowd from 18-25 years old and features R&B/hip-hop with cocktails and a wide beer selection.

“You feel like you’re in the outdoors but indoors,” he says. “There’s a lot of greenery, and you feel like you’re in a beer garden.”

At the poker table, Alibay has also found success. He qualified for a trip to Las Vegas for the final table of the WPT Seminole Hard Rock Poker Showdown.

With a fifth-place finish in an event with 1,360 entries, Alibay took home $194,610. He now has almost $700,000 in live tournament winnings.

What was it like playing in Las Vegas in such a unique arena environment?

“I think it was great and everyone was super nice,” he says. “The arena was an awesome place to play.”

Alibay learned the game in 2008 after attending a charity tournament featuring René Angélil, Céline Dion’s husband and a regular poker player before his death in 2016. The two became friends, and he played a few more events with Angélil on trips to Las Vegas.

“It was beginner’s luck because I didn’t know how to play then,” he says of finishing second in that first tournament.

That has certainly changed, but don’t look for Alibay to leave the bar business behind for life as a poker pro anytime soon. “I play poker for fun,” he explains, “more for the trophy than for money.”

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Marketing

Review

RESPONSE

By Erik Shellenberger

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Bar Business Magazine

July 2019 barbizmag.com

Marketing

How to best respond to online reviews.

R

esponding to your online reviews is one of the only aspects of modern society when honesty is discouraged.

Honesty is considered combative.

Angry. Confrontational. No matter how polite the honesty is, people will find a way to turn it into a negative.

Online review platforms started with the best intentions but have evolved into a crybaby-hotbed that resides mostly in the realm of fantasy.

Blatant exaggerations have evolved into flat-out lies. Negative reviews are now littered with ALL CAPS and several exclamation marks.

People have somehow gone from simply not enjoying a restaurant experience to being personally offended to their very cores because the French fries are a bit colder than they would have liked. God help us all if emojis ever get introduced.

I’m not sure if this comes from an entitlement culture, coddling, or something else, but when our young adults hit the “real world,” they expect absolute perfection. Every time. Without exception. These days giving a 99% positive experience still results in an “F” grade and a 1-star review. 100% is demanded. I’ve worked in reputation management for bars and restaurants for quite a while now and have witnessed the slow progression from, “the volume was a little higher than I would have liked,” to, “my ears were LITER ALLY BLEEDING from the volume!!!

NEVER, EVER again will I ever step foot in that place!!! If I could give zero stars I would!!!”

Good or bad, you have to respond to all of your online reviews. Always respond publicly, not privately. We’re not really talking to the author of the

review anyway. We’re addressing the public reading these reviews. This is where the public is looking when making their decision about where to eat. This is your moment to stand out and show you care more than your competitors.

So the dilemma we all face is: How do we respond to these reviews and not get dragged into the pit of negativity ourselves?

If you can master the art of creative, clever responses that will get a laugh from the public reading them while poking mild fun at the reviewer, you win. The problem is, there is a razorthin line between clever and offensive, and one becomes the other depending on who you talk to.

The clever response could possibly create media exposure for your restaurant if done right. These cause a buzz either way. People will talk.

It’s true that even bad press is press, but it may not be a great idea in this case if it goes south. Only you can decide if this type of response fits your brand.

Negative reviews are very often centered around one staff member.

Whether it’s a door guy, a bartender, server, or manager, if the reviewer doesn’t like a staff member on a personal level, the 1-star police get firedup immediately.

Prevention is the key to success.

Preventing 1-star reviews starts with training, of course. If the experience is just OK, but the server is personable, genuine, and actually cares about the guest’s experience, diners can often look past the fact that they got called for their table 10 minutes past the quoted time frame.

Conversely, if everything goes smoothly but the guest just doesn’t

Photo: Shutterstock/ 13_Phunkod.

Preventing 1-star reviews starts with staff training.

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offending: “Hey [reviewer], you can probably buy that exact same bottle of champagne anywhere from less than 10 bucks at the grocery store to well over $300 at some of the clubs in town. There are also a lot of places that serve bottomless mimosas but none of them as far as I’m aware are under $15 and most require an entree purchase. If all you are looking for is cheap, there are TONS of other options around town.”

Some people would read this as it is literally written and agree that it makes sense and is factually accurate. Others would take offense to it and think the restaurant is being combative and unnecessarily angry. Just like the proportion of champagne to orange juice in that mimosa, you’ll never make everyone happy. Make your responses match your brand. A dive bar can get away with far more clever responses than any other concept. Fine dining establishments should obviously stick with professionalism and political correctness.

Review response is the fine art of saying the same thing in 1000 different ways. The last thing you want to do is to come off robotic. This is possibly worse than no response at all. Each response should say basically the same thing but be worded differently. “Thank you for your review,” can also be interchanged with, “We appreciate your review.”

Interchange words like “review” with “feedback” or “input.”

However you respond, make sure you are responding. Don’t be too busy!

Don’t just put out fires and respond only to the negative reviews. Remember this is often the customer’s first impression of you. When a customer searches online reviews, chances are they’ve either never heard of your business or haven’t considered it in quite a while. This goes triple in tourist economies! This is a no-brainer way to stand out among the sea of other businesses all looking to hook the undecided customer.

Online reviews are second only to word of mouth for driving new business. They are that big of a deal.

Love Yelp or hate Yelp, we all have to respond to our reviews on this platform as well to stay relevant. (Let’s be honest,

Good or bad, you have to respond to all of your online reviews—publicly.

nobody reading this loves Yelp.)

There is software out there that will aggregate reviews for you so you don’t have to constantly check all of the review sites. Software like ReviewPush or ReviewTrackers will pull all of your reviews into a single dashboard and even let you respond to them directly from this platform! Now your reviews from Google, Yelp, TripAdvisor, and Facebook all show up every morning in a nice, easy-to-follow list. They cost around $30/month and are well worth the investment.

Erik Shellenberger is a bar and restaurant marketing expert, podcast host, Amazon published author, and a public speaker.

He has been in the restaurant and bar industry since he was 13 years old and worked for his mother in the food and beverage department at a ski resort. Since then, he has held every position from dishwasher to bartender to marketing director and everything in between. With a decade of corporate marketing experience, he has gone from student to teacher and now runs Bar Marketing Basics: barmarketingbasics. com. He has quickly grown his client base from his hometown of Scottsdale, Arizona to across the nation with clients as far away as Caldwell, New Jersey. His book, Restaurant & Bar Marketing: The no bulls#it guide to improving guest counts on bar marketing, is available now: https://amzn.to/2wwvLaA.

July 2019 barbizmag.com 12/11/18 3:45 PM

Photo: Shutterstock/ pathdoc.

like the server personally for whatever reason, they will definitely find something to complain about. This all goes back to the, “hire personality, not experience,” rule.

Rule #1 for a clever, honest, and insightfully smart-ass review response: Be right. If there is a shadow of doubt that your staff may have dropped the ball even to a small degree, hold off for a more politically correct response. If you were absolutely in the right, fire away, but keep it fun and light. Over time, the reviewer may realize they were being a bit of a pain that night and remove the review anyway.

Honesty can work if done correctly.

Here is a paraphrase of a review from a local restaurant: “...Love that they have pictures of their drinks on the menu but the server literally was trying to sell a $30 single bottle of champagne—I can get that for $10 and bottomless mimosas at [competitor]....”

The response was straightforward, factual, and meant to educate without

Tobin Ellis, founder and CEO of BarMagic.

Imagine bar equipment conceived by a renowned bartender, and built by Perlick Perlick’s new Tobin Ellis Signature Cocktail Station is a breakthrough achievement in underbar design resulting from an ambitious collaboration between 6-time national bartending champion and celebrated bar designer, Tobin Ellis and the award-winning engineering team at Perlick.

“Together, we’ve built a cocktail station that’s perfect for everything from craft cocktail bars to high-volume nightclubs and 5-star/5-diamond hotel environments. It’s the tricked-out station every serious bartender has dreamt about and every savvy operator has hoped for.”

Tobin Ellis

Exclusively from Perlick Contact Perlick today to learn more! perlick.com • 800.558.5592

Inventory

Old World Meets New World in New Aperitivo

Canned Sparkling Caipirinhas Line Expands

Don Ciccio & Figli’s Ambrosia

Novo Fogo Cachaça Sparkling Caipirinhas

Don Ciccio & Figli, a fourth-generation Italian herbal liqueur producer, launches Ambrosia, an aperitivo distilled using a centuries-old family recipe. Ambrosia translates to mean “the nectar of the Gods” and is a bittersweet aperitivo handcrafted in small batches using all-natural ingredients.

Ambrosia is available nationwide in 750ML. Ambrosia opens with flavors of cantaloupe and turmeric and is complimented by notes of blood orange, carrots, and nine botanicals. Ambrosia is low in alcohol content and is favorably mixed as a spritzer. While the botanicals are sourced from Italy, many of the ingredients are sourced from directly within the United States, including the blood oranges from Florida and the cantaloupes from Virginia.

Novo Fogo Cachaça has completely rebranded, repackaged, and refined its popular line of Sparkling Caipirinhas, which includes two new flavors: Passion FruitLime and Mango-Lime. The flavors join Original Lime to complete the trio of canned cocktails. The Sparkling Caipirinha line highlights the fresh flavors of Novo Fogo’s organic Silver Cachaça while featuring a refined recipe with less sugar, fewer calories and carbohydrates, and lower alcohol by volume. These updated cocktails continue to combine freshness, deliciousness, and shelf stability by virtue of their 100% natural ingredients that harmonize as balanced, carbonated drinks. They can be served straight from the chilled can, over ice in a glass, and with or without a slice of lime. “These new recipes are in response to our consumers’ ever-changing taste profiles,” says Novo Fogo’s CEO Dragos Axinte. “As consumers are leaning towards less sugary drinks, we adjusted our recipe so that everyone can still enjoy this cocktail while maintaining our pursuit of exceptional quality and Brazilian tradition.”

donciccioefigli.com

novofogo.com

Crown Royal Pushes The Boundaries Of Innovation Crown Royal Noble Collection French Oak Cask Finished

Crown Royal has released the newest addition to its annual Noble Collection, Crown Royal Noble Collection French Oak Cask Finished. This limited-edition expression showcases Crown Royal Fine De Luxe, the standard of excellence for Canadian whisky, finished in new French oak barrels. The result is a whisky with captivating character, body, and structure that is still undeniably Crown Royal smooth. The famed French oak is sourced from the renowned Vosges region in France. The precisely toasted new French oak barrels allow the brand to marry Crown Royal Fine De Luxe with rich, dark notes of caramel, vanilla, and fruit along with a body and structure that can only be achieved through French oak. “We are honored to share this exceptional whisky and grateful we were given creative liberty to do so,” said Mark Balkenende, Master Blender for Crown Royal. “Our ability to elevate Crown Royal Fine De Luxe using innovative materials to bring out new flavors was an exciting experience for this team of veteran blenders.” crownroyal.com

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July 2019 barbizmag.com

Inventory

Libbey Adds to Collection of “Go Anywhere” Products

Premium Range of Purees & Cocktail Mixers

Libbey Infinium

Libbey® Inc. has expanded its collection of Infinium® premium plastic tableware and high-quality melamine serveware for a highcaliber experience outdoors. In addition to flexibility of use, the products provide a new avenue for generating profits. A study by the Simons Advisory Group found that providing outdoor dining can increase revenue by up to 30%. Made of 100-percent, BPA-free Tritan™ copolyester, Infinium mimics the clarity of glass, is virtually unbreakable, and retains its beauty longer. Additions to the collection include Infinium Prism stemware with sleek, angular geometry that adds a modern edge to classic wine shapes. Infinium Torque (pictured) features a modern “twisted” shape for an upscale look while easily stacking to save space. Wake™ serveware includes large bowls and platters that are lightweight to be easier for staff to carry.

The bowls nest to maximize storage space.

Island Oasis

Island Oasis launches a premium range of fruit purees and cocktail mixers. Launched by Kerry, the Taste & Nutrition company, Island Oasis boasts 90% natural fruit content. With consumers looking for more depth in flavor combinations, Island Oasis guarantees satisfaction with a range of purees (Passion Fruit, Strawberry, White Peach) and cocktail mixers (Pornstar Martini, Strawberry Daiquiri, and Mojito). All are available in a handyto-use recyclable carton, which is easy to pour and store. kerryfoodservice.com

Featured

PRODUCT

foodservice.libbey.com

Basil Hayden’s® Bourbon Introduces Newest Limited-Edition Expression Basil Hayden’s Caribbean Reserve Rye™

Basil Hayden’s® Bourbon announces the limited-time release of Basil Hayden’s Caribbean Reserve Rye™. Taking inspiration from the contrasting flavors of rye and rum, this blend of two rye whiskies finished with Black Strap Rum pushes category boundaries to offer whiskey fans an experience that is truly unique and perfect for warm, summer months. Crafted as an approachable whiskey expression, Basil Hayden’s Caribbean Reserve Rye features a blend of 8-year-old Kentucky Straight Rye Whiskey and 4-yearold Canadian Rye Whisky, which brings layers of distinct spice, toasted oak, and vanilla notes. The blend is then finished with the addition of Black Strap Rum, which adds sweet notes of brown sugar and molasses to the final taste profile. The resulting balance of sweet and spice, offered at an approachable 80 proof, makes Basil Hayden’s Caribbean Reserve Rye the perfect sip to enjoy. basilhaydens.com

barbizmag.com

July 2019

Bar Business Magazine

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Ad Index

Company 29

5

13

32

19

2touch pos

Contact

Inventory COMPANIES

2touchpos.com

basil hayden’s basilhaydens.com crown royal crownroyal.com

betson enterprises

betson.com

BROCKMANS GIN

brockmansgin.com

frescolive

myfrescolive.com

kerry kerryfoodservice.com libbey foodservice.libbey.com novo fogo novofogo.com

guitar center

guitarcenter.com/gc-pro

25

paradise pos

paradisepos.com

33

perlick corporation

perlick.com

3

PERNOD-RICARD-Malibu

pernod-ricard-usa.com

RUMCHATA

rumchata.com

11

shift4

skytab.com

22

tbna

TBNAConvention.com

12

WONKYWARE

wonkyware.com

C2

don ciccio & Figli donciccioefigli.com

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To Advertise in Bar Business Magazine, contact Art Sutley 212-620-7247 Asutley@sbpub.com

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July 2019

Bar Business Magazine

37

with MELISSA ROMANOS

Tell us about your role at The Publican.

The Publican has always been famous for its oysters, pork, and beer, but over the years, we have evolved into a mecca for vegetable lovers, seafood lovers, and meat lovers alike.

As the food menu has changed so has our beverage program. As The Publican’s Head Bartender and Wine Coordinator, I have the privilege to oversee the restaurant’s cocktail, spirits, and wine programs.

2

How do you put together your cocktail menu?

I like to offer one of each of the major spirits people typically have affinities for, be it vodka, gin, agave, whiskey, or brandy. The core of our cocktail menu is based on classic cocktails reimagined, and we also like to showcase seasonal ingredients in the beverage programs.

3 Head Bartender at The Publican (Chicago, Illinois)

G

rowing up in El Salvador, Melissa Romanos’ childhood passion for cooking flourished into a desire to explore a career in hospitality. After permanently settling in the U.S. with her family, Romanos attended Johnson & Wales University in Miami. She relocated to Boston, and it was at No. 9 Park that Romanos took her first step into the beverage world, serving as a bartender. She moved to Chicago to explore a new hospitality landscape in 2015.

In 2017, she landed at The Publican, James Beard AwardWinner Paul Kahan’s acclaimed Fulton Market eatery, where she assumed her current role as Head Bartender. Now at the helm of both the cocktail and wine programs, Romanos leads a team responsible for mixing over 200 libations per night to complement an evolving seasonal menu while also striving to expand and develop the cocktail offerings.

38

Bar Business Magazine

What makes your cocktail menu different?

I like to marry the familiar with the unfamiliar, push our guests out of their comfort zones just a little bit, and hope they take the leap with us.

So far, it’s worked out well.

4

How do you cultivate the wine program?

Our menu changes every day depending upon our chef’s work with the season and with what ingredients are available. I like the wine list to reflect that a bit, so in the wintertime, you will find more textured whites and bolder reds. While in the spring and summer, we lighten things up a bit. The wine list also combines the familiar with the unfamiliar just as our cocktail list and our food menu do. Our list strays a little bit off the beaten path by offering wines by smaller producers or from regions like Georgia, Bosnia, and Armenia along with some featuring not-so-known grape varieties.

5

What trends are you currently seeing in cocktails and beverage programs?

More non-alcoholic/zero-proof beverages are being added to bar and restaurant beverage programs.

Millennials are said to be drinking

less than previous generations, and this has given bartenders the opportunity to get creative.

6

Does your passion for cooking ever translate into your beverage programs?

All the time! I often take inspiration from a salad or dessert and integrate it into a cocktail. Recently, our Chef de Cuisine Sieger Bayer has been thinking up ways to reduce bread waste at The Publican, and when he asked me if I could find a way to use a sourdough syrup, I immediately said yes!

The result was a drink named the Genovese Spritz, which is inspired by a panzanella/caprese salad and features Lustau Manzanilla and Lustau East India Solera Sherry, basil-infused campari, Publican Quality Bread sourdough syrup, lemon, and a splash of soda.

7

Do you have any advice for other women in the industry?

Support each other! There is something powerful that happens when we build each other up. Trust that your time and dedication to your craft and the knowledge you acquire day in and day out will help you get to where you want to be. Don’t forget that first and foremost we are bartenders and that a big part of the job is taking care of people. We have a fun job that allows us to connect with others in a very tactile way, and we can easily impact our guests’ experience with a cocktail, wine, or beer!

Barb Collins

1½ oz Rhubarb Citadelle Gin ½ oz Cappelletti Amaro Pasubio ½ oz thyme syrup ¾ oz lemon juice To make the rhubarb gin, combine rhubarb, a few strawberries, water, and sugar. Cook the rhubarb and strawberries in the water and sugar mix for 30 minutes at a low temperature, let it cool, and strain. The liquid is combined with equal parts Citadelle gin. For the cocktail, shake, strain over splash of soda, and fill with ice to the top in a Collins glass.

Garnish with a thyme sprig.

Melissa Romanos

July 2019 barbizmag.com

Photo: Clayton Massey.

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