May 2017 Bar Business

May 2017

THE HOW-TO PUBLICATION

BAR BUS NESS MAGAZINE

Outdoor Oasis Options for setting up your outdoor dining area

Fresh Bar

cocktail

Programs

How TO:

Negotiate your lease renewal

Tuning Up:

Reinvent your TV screen content

Rum Runners: Elevating rum to a sipping spirit

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Contents How Tos

16

Refreshing Changes of Pace

21

Lease Renewal Do’s and Don’ts

24

Strategies abound for a “fresh bar” cocktail program.

Keep these tips in mind when negotiating your lease renewal.

Tuning Up: Reinvent Your TV Screens

Give your customers something more engaging to watch.

Departments

4

From the Editor

6

On Tap

10 14

May

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.

36

Inventory

40

Q+A

28

Cover STory Creating an Outdoor Oasis There are plenty of options for setting up your outdoor dining area.

Featured product releases.

Rob Gerola – New York, New York’s Marshall Street.

Features

32

Social Media Influencer Marketing

Grow and promote your business with social media influencers.

Cover photo: TUUCI. Contents photo: Rye & pomegranate punch from the ivy hotel.

barbizmag.com

May 2017

Bar Business Magazine

1

THE HOW-TO PUBLICATION

BAR BUS NESS MAGAZINE

May 2017

What is your favorite frozen cocktail?

Vol. 10

No. 5

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

“Watermelon Daiquiri!”

Contributing Writers Emily Eckart, Elyse Glickman, Dale Willerton & Jeff Grandfield, Jared Zuckerman

art

Creative Director Wendy Williams Art Director Nicole Cassano Graphic Designer Aleza Leinwand “I love mudslides.

They’re like super-charged chocolate milkshakes.”

production

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

circulation

Circulation Director Maureen Cooney mcooney@sbpub.com

advertising sales Art Sutley 212-620-7247 asutley@sbpub.com

“Margaritas—one of my favorite ways to drink tequila and a great pairing to Taco Tuesday!”

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 © Simmons-Boardman Publishing Corporation 2017. 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 (800) 895-4389, (402) 346-4740, Fax (402) 346-3670, e-mail barbusiness@omeda.com or write to: Bar Business Magazine, SimmonsBoardman Publ. Corp, PO Box 3135, Northbrook, IL 60062-3135. POSTMASTER: Send address changes to Bar Business Magazine, PO Box 3135, Northbrook, IL 60062-3135. 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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Bar Business Magazine

May 2017 barbizmag.com

“Drinique not only offers a superior product but customer service as well. No matter how big of an order we place, it gets expedited and we get the red carpet treatment.”

— Wynn Nightlife XS, Surrender, Encore Beach Club, Intrigue

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from the editor

From The Editor

Decide what ‘image’ you want for your brand.

Image means personality.

Products, like people, have personalities, and they can make or break them in the marketplace.

- David Ogilvy

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Bar Business Magazine

I

was in the liquor store the other day shopping for a birthday gift for a friend. I asked a clerk for help, and he directed me to some craft beer offerings— specifically a breakfast brown ale from Clown Shoes called The Barista. I bought it solely based on the unique label, which features a barista with wings and enormous clown shoes.

You know the saying don’t judge a book by its cover, but labels obviously make a huge difference for consumers shopping in liquor stores, especially when choosing new craft beers they may have never heard of or tasted before. It got me thinking—does this preoccupation with labels and the aesthetic extend into the on-premise world, as well?

Patrons at your bar often only have the beer’s name, ABV, and any tasting notes on the menu to base their decision on.

But what if they could also look at the beer and its label? It may result in an impulse buy—especially if you carry a beer with eye-catching branding.

With the proliferation of digital menus, your establishment may want to consider including pictures of beers with interesting labels. Don’t have a digital menu? Try lining up the cans and bottles of your most unique or newest offerings on the bar for patrons to see and ask about.

You may even want to consider making your tried-and-true beers more visible as many companies are launching rebrands or special edition cans and bottles. For instance, Shock Top rolled out its first major brand refresh in its history with packaging sporting a fresh new logo,

hand-drawn graphics, and a refreshed look for its well-known “Wedgehead.”

Corona Light also released newly designed packaging for its 12-ounce bottles and cans. The updated design now features a new logo with a larger, more prominent crown as well as the tagline “The Light Cerveza” included on all panel sides.

UFO is a third company that recently refreshed its branding with the aim to better communicate what the company is all about. “These beers are brewed to be fun, interesting, and full of flavor.

Now they’ve got the look and voice to match what they’ve always been,” said UFO Brand Manager Victoria Kidder.

“We’ve put a lot of thought into every piece of it so that the curious beer drinkers out there get a hint of the adventure that awaits without giving too much away. Discovery is half the fun in beer drinking, right?”

Taste plays a major role in our industry, but that doesn’t mean we don’t buy based on appearance as well. After all, isn’t the aesthetic and feel of your bar just as important as what you’re serving up?

Don’t underestimate the power of advertising and branding to sell your customers something new or to get them to reconsider a familiar beer.

Ashley bray, Editor

May 2017 barbizmag.com

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VISIT OUR WEBSITE TODAY to receive your complimentary copy

From The Editor

O

ON TAP A Sports Bar Reduces Repairs

ver the past 20 years, the Hal Smith Group, headquartered in Norman, Oklahoma, has rapidly grown from a few burger joints to an expanding management organization, with nearly 60 restaurants under 14 separately-themed concepts. The restaurants recently went through upgrades at several locations to reduce maintenance and create a cleaner, more contemporary look and feel.

One of these concepts is Louie’s, a chain of American-fare grill and pub restaurants, serving mid-priced food and beverages in a casual atmosphere.

The neighborhood restaurant is a great place to unwind with friends and family in front of flat screen televisions playing your favorite sporting events.

“But the sports crowd can get rowdy,” says Kevin Mendel, project manager at Construction Building Specialties, Inc., which for nearly 50 years has specialized in the installation of commercial doors and hardware in Oklahoma and surrounding states.

This was especially true for the Louie’s in Norman, Oklahoma across from Gaylord Family Oklahoma Memorial Stadium, the home of the University of Oklahoma Sooners. “Management was in here after game days to assess the damage and order parts that needed to be replaced for metal bathroom partitions that were either badly damaged or ripped from their hinges,” said Mendel. “It became a Monday morning ritual during the course of the season.”

That was until Mendel recommended the installation of Resistall™ bathroom partitions from Scranton Products. In an orange peel texture and four popular colors, Resistall partitions stand tough over time. Unlike metal partitions, they are impermeable to moisture, will never rust or need painting, do not delaminate,

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Bar Business Magazine

and are built to resist mildew, odors, corrosion, and dents. They are also very hygienic and resist bacteria more than other materials since plastic is a solid composite and does not absorb water.

Resistall partitions can be floor-

Maintenance time and costs have gone way down.

mounted and overhead braced, ceiling hung, and/or purchased in floor-toceiling configurations. They never need painting, so Resistall partitions deliver no VOC emissions and are GREENGUARD® Gold Children and Schools Certified for improved air quality.

“Since Resistall was installed in the Louie’s location several years ago, their maintenance time and costs have gone way down,” said Mendel. “It’s amazing how these partitions absorb the punishment, while the others just buckle.”

As a result, the Hal Smith Group has since installed Resistall partitions with a black finish in 15 of its restaurants located throughout the local area. The company has also specified Resistall for use in all new construction.

“They’ve really held up well in all of our locations and are easy to clean,” said Brandon Kistler, general manager of the Hal Smith Restaurant Group.

Mild stains are often removed with a mild cleaner and water. Tougher stains are normally counteracted with solutions containing 2 ⁄3 cup of trisodium phosphate, 1 ⁄2 cup of household detergent, and a gallon of water. If those solutions are not viable, a non-abrasive industrial-strength cleaner will do the job without damaging the surface. scrantonproducts.com

The Hal Smith Group has installed Resistall partitions with a black finish in 15 of its restaurants.

May 2017 barbizmag.com

As demonstrated at the Nightclub and Bar Show in booth 710 by Tobin Ellis.

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

From ON TAP The Editor Jon Taffer & Harbortouch Launch the Industry’s First “Smart” POS

B Master Muddling

P

innacle® Vodka teamed up with Spike TV’s Bar Rescue Mixology Expert Mia Mastroianni to learn how to use freshly muddled herbs to create seasonally-inspired cocktails.

1. Choose a Muddler. A muddler should be taller than the mixing vessel with some heft so that it can do a lot of the work for you. Don’t use a muddler that is varnished, lacquered, or painted as this could flake off into the cocktail.

2. Master the Perfect Muddle.

Fresh fruits, and even vegetables, are great for muddling! To properly muddle, put the preferred ingredients into an empty glass. Then press them with the muddler until all juices and oils have been extracted from the fruits, herbs, and vegetables. For citrus-like fruits, the best way to extract the most juice is to push down on the fruit, then press and twist.

3. Work with Herbs. Herbs are delicate and must be handled accordingly. Be careful to not grind and mash herbs because they will bruise and become bitter and swamplike. Herbs should be cleaned and sorted before lightly muddling, and the best looking leaves should be reserved for garnish.

Visit barbizmag.com to see a muddling recipe: “Sprig for Spring.” reservebar.com/vodka/pinnacle

ar Rescue’s Jon Taffer has endorsed Harbortouch’s touchscreen POS systems and will collaborate with them to develop the industry’s first “smart” POS (sPOS) system. The collaboration will enable Harbortouch to integrate powerful revenue-generating tools, based on Taffer’s extensive industry experience, into the company’s Elite POS systems.

“We wanted to try and solve a problem that wasn’t typically addressed by these systems, which is about revenue creation,” said Jared Isaacman, CEO of Harbortouch. “So we reached out to the guy who’s basically the expert at this.”

The revenue-creating component is what sets this sPOS apart. “It will actually create promotions, marketing plans, and build your revenue,” said Taffer. “My purpose of working with Harbortouch is to increase the revenue of existing users by 20%. Can you imagine what that would do to your operation?”

Harbortouch’s POS benefits will be

combined with Taffer techniques and integrated tools, including powerful analytics and customer promotions, which will have a direct impact on topline sales by increasing both customer frequency and spend per visit.

“We focus on the three major elements of marketing a bar: new customer programs, frequency programs, and adding to check,” said Taffer. “The system will identify your problems and then actually help you solve them by giving you tactics and that’s what makes it smart.”

harbortouch.com

The Freedom to Pour

T

hanks to California-based beer bar Barrel Republic’s “Freedom to Pour” system, patrons get to be their own bartender and brew expert. Guests get to choose from over 42 of the always-rotating kegs and barrel-aged brews. Instead of waiting in line to ask a brewer for a taster, you can walk right up to the tap of your choice and pour as much or as little beer as you’d like.

Upon providing an ID and credit card, an electronic bracelet is placed on a patron’s wrist. They simply scan their bracelet above the tap and pour. Each time the bracelet is scanned, they’re charged by the ounce. Each tap is equipped with a touchscreen displaying information about the beer, the brewery, ingredients used, flavor profile, the IBU and ABV figures, as well as the price per ounce.

The benefits of this new approach include reduced staffing costs, eliminated keg loss, and the ability to focus on keeping the taps up-to-date. Barrel Republic has also seen a spike in revenue due to guests being more likely to try expensive beers versus cheaper beers. barrelrepublic.com

What’s Trending On BARBIZMAG.COM/ONTAP REcipes

200 Years of Cherry Heering

May is tavern month

How To: Equipment

No Ingredient left behind

RumChata Freedom Bottle

Find recipes for all types of spirits in our all-new online channel.

Want info on the latest kitchen & bar gadgets? Look no further.

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Bar Business Magazine

Celebrate CHERRY HEERING’s role in cocktail history 200 years later.

The full story on Providence’s Zero Waste Program covered on page 18.

The National Beer Wholesalers Association celebrates all month.

RumChata’s program builds support for the Lone Survivor Foundation.

May 2017 barbizmag.com

JEVO ™ does all the work to make hundreds of gelatin shots in minutes.

The great customer experience, the high profit margin, these are reasons why we love gelatin shots. But making them is a hassle. Jevo is fully automated and makes hundreds of shots in minutes, turning gelatin shots into a steady source of fast, hassle-free incremental revenue for your bar.

Jevo also promotes at the point of decision and tracks usage. Then, it smartly ships you more flavor pod supplies right when you need them. Basically, Jevo is everything you could want from a profit center.

Š 2017 ALL RIGHTS RESERVED.

Let’s talk

Behind The Bar: rum

Rum

Some distillers are elevating rum to a sipping spirit— just make sure you have the right ice.

BY Rachael Robbins 10

Bar Business Magazine

W

hat do you mean, ‘People are buying artisanal ice!?’” asked my shocked 100-year-old grandmother between sips of her Manhattan. “Why would anyone pay for ice? You just fill the tray and put it in the freezer. I’ve lived too long!”

This is a woman who drinks rot-gut, plastic handle, Canadian whiskey, and she’s right—ice made from the faucet is fine for her. However, I disagree with her centenarian sentiment. I buy bags of ice to keep at home and use when I’m testing cocktail recipes. And this is where my story actually begins.

When I was assigned to write about rum, I instantly thought, “Tiki!” The drinks are colorful and seductive, but everyone knows about Tiki cocktails.

Admittedly, my knowledge of rum was very limited. So I decided on my mission: The Anti-Tiki Story! My goal was to find rums so exquisite they’re meant to be sipped and not buried under ingredients.

I headed to my local Tiki bar, Cellar 335 in Jersey City, to do some recon. The general manager, Peter Arnone, had just returned from Martinique where he visited the Clement distillery. He brought back a bottle of their Canne Bleue, which is a Rhum Agricole (a type of rum made from fresh sugar cane instead of

May 2017 barbizmag.com

All Photos: Chris Capaci.

Behind The Bar: RUM

molasses). Peter made me a traditional Ti’ Punch of Kaffir leaf simple syrup and fresh lime. I had never tasted a rum like this—sophisticated, smooth, and earthy. I needed to know more.

Benjamin Jones, the North American Director for Clement Distillery, described Canne Bleue as “paralleled to other fine spirits such as scotch, mezcal, and cognac.”

“We use unique, [exclusively blue] sugarcane from our estate, which is pressed & distilled 24 hours after being cut to retain maximum freshness,” said Jones. “We only distill one time to capture the natural flavors and aromas of our sugarcane.” barbizmag.com

Having grown up on an organic farm, I’m always drawn to all-natural brands, so I decided to try Shipwreck Spiced Rum next. I found out from Chief Bootlegger Zack Brinley that Shipwreck is, “the first four-year aged rum that infused natural spices.”

It’s the most sophisticated spiced rum I’ve ever tasted! “The entire production process is unique because of our small size,” said Brinley. “When we infuse and bottle each batch, we are doing 10 barrels at a time.”

Next stop: a high-end aged rum.

I decided on The Real McCoy Limited Edition 12-Year Aged Rum. How could I pass up a rum named after Bill McCoy, the pioneer rum runner of the Prohibition Era? The Real McCoy is produced by Richard Seale, a fourth generation Master Distiller. They follow “a strict regimen of never adulterating the rum with added sugars, flavors, or perfumes. The resulting rum is artisan crafted in small batches, authentically aged in American oak bourbon barrels, and finished in Medeira casks.”

This is a single-blended rum that you want to enjoy neat or in a simple cocktail. Only 3000 bottles were produced, making it irresistible to a customer who can’t miss out on experiencing something special.

And then I found the white whale of rum. I had seen the beautifully labeled, mysterious Lost Spirits Navy Style Rum in photos on the internet but never encountered it in real life. After an hour-long conversation with the owner of Lost Spirits Distillery, Bryan Davis, I knew I would never look at the liquor industry the same ever again.

And then I tasted it. I was absolutely smitten with the complexity. It is unfathomable that it’s only made from three simple ingredients: baking grade molasses, evaporated cane sugar, and water. I was under the impression that to obtain a high proof, flavor had to be sacrificed. But Davis schooled me that it was actually the opposite. “Higher proof spirits have a higher amount of flavor molecules,” he said.

Lost Spirits Rum has the same characteristics of a 30-year aged rum, but it never sees the inside of a cask!

It’s all done with science. The

In the southern states before the early 1800’s, you could not get ice in your drink.

Ti’ Punch

meaning “small punch,” is a rum drink that is popular in the Caribbean islands and is a variation of Rhum Agricole, lime, and cane syrup.

30

There are over 30 types of sugar cane.

May 2017

Bar Business Magazine

11

Behind The Bar: rum distilling is very traditional, but the aging process is the most high-tech in the industry. To understand this process, you’d have to have a masters in physics. So it’s a good thing the company is run by an engineer, a business genius, a rocket scientist, and a computer scientist. All you need to know is that this is a very cost-efficient way to make a rum that can compete with a $250 bottle. To create their rum, they watched five hours of pirate movies, and when the credits rolled, asked, “what did the rum taste like to those characters?”

Then they scientifically came up with a flavor equation and created it.

Want to leave customers with a “wow” experience? Make them an old-fashioned with Lost Spirits Navy Style Rum. These beautifully crafted rums deserve the same respect as a fine scotch. When serving them, you want to make sure you don’t lose those rich flavors the distillers lovingly took such great pains to achieve. Tap water actually adds a flavor element—but not in a good way. Bryan Davis reminded me of a quote from Sasha Petraske, the proprietor of New York’s Milk & Honey, “ice is the single most important ingredient in a cocktail.”

So, let’s circle back to the ice. I headed to another local spot, The Kitchen Step, to talk to their Head Mixologist Raymond Keane. Keane, along with his father, run The Uncommon Kold Craft Ice Company, which delivers artisan’s ice to cocktail bars. We spoke about the process of making ice and how the right ice can make or break a drink.

I asked him about his process. “We start with water that’s been filtered through charcoal. And from a giant block, use a chain saw and a bandsaw to create perfectly clear, big square cubes,” said Keane. “These cubes are denser, so they melt slower (avoiding watered down drinks) and stay cold longer. They also dilute evenly. This is exactly what you want to use when serving a high-end liquor. We also make Collins cubes, round cubes, and naturally flavored custom ice.”

Jones weighed in on the subject, as well.

“Ice is very important and the subject has been getting good attention in the trade,” he said. “Ice is as big of a component to the drink as any other ingredient.”

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Bar Business Magazine

Brinley said, “If anyone doesn’t think ice is a big deal, imagine cocktails before ice was even an option.”

There’s no denying that putting a big, clear, impressive cube in a cocktail is an extremely economical way to enhance the customer’s experience.

I think “shiver me timbers” is an appropriate quote to sum things up.

These high-end rums are a great, easy way to introduce your customer to a memorable class of liquor that they probably had no idea existed! You don’t need to be a fancy mixologist to create the simple recipes they lend themselves to. Add the right ice to make an already delicious drink an unforgettable experience, and you’ll keep your customers coming back for more!

But if you see my grandma, just give her some frostbitten ice from the back of the freezer. She’d complain otherwise!

Rachael Robbins owns Chickologist, a cocktail consulting company. She’s tended bar in NYC, Miami, LA, & NJ for 20 years.

She opened her own speakeasy in Jersey City and began creating innovative cocktails. She is currently the in-house Mixologist for VDKA 6100. Reach her at chickologist.com or @chickologist.

Find Chris Capaci at @capacityimages or capacityimages.com.

Brilliance or Insanity 2 oz Lost Spirits Rum 1/2 oz honey syrup 1 oz gumpowder tea concentrate 4 dashes Australian Bitters Co. Grapefruit Bitters Stir to chill and serve with one large grapefruit juice ice cube.

Created by Rachael Robbins

Ti’ Punch

2 oz Clement Canne Bleue Rhum Agricole 1 oz Kaffir Lime Simple syrup .5 oz fresh lime juice Stir and serve in a rocks glass with one large ice cube, garnish with a lime wedge.

Inspired by Peter Arnone, GM of Cellar 335

The Uncommon Kold Craft Ice Company creates perfectly square ice cubes.

May 2017 barbizmag.com

NFL SUNDAY TICKET EARLY BIRD PRICING

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The season never ends with DIRECTV.

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Price is for 12 months with 24-mo. agmt and Auto Bill Pay req’d. Add’l fees apply.

New approved commercial customers only. Credit card req’d (except MA & PA). Prorated Early Cancellation Fee (up to $960) applies.

Pricing based on Estimated Viewing Occupancy (EVO) for select packages.

Whatever your sport, DIRECTV has you covered with add-on options like:

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BASE PACKAGE OFFERS: Ends 5/20/17. New customers who subscribe to BUSINESS SELECT PACK or above with 24-mo. agreement and enroll in Auto Bill Pay will receive bill credit for 12 mos. starting in the second mo. After the promotional period (12 mos.) ends, then-prevailing rate for base package applies (currently: $61.99/ mo. for BUSINESS SELECT PACK; $102.99/mo. for COMMERCIAL ENTERTAINMENT PACK; $151.49/mo. for COMMERCIAL XTRA PACK), unless canceled or changed by customer prior to end of the promotional period. ABP OFFER: New customers who subscribe to BUSINESS SELECT PACK or above with 24-mo. agmt and enroll in Auto Bill Pay will receive $5/mo. bill credit for 24 mos. starting in the 2nd mo. After 24 mos. the credit will end and services will automatically continue at the then-prevailing rate. $15 OFF/MO. FOR 24 MOS. OFFER: New customers only. Requires Auto Bill Pay and activation of COMMERCIAL XTRA PACK with a 24-month agreement.

DIRECTV will credit the new customer’s account $15/mo. for 24 mos. starting in the second mo. In the 25th mo., the $15/mo. credit will cease and DIRECTV services will automatically continue at the then-prevailing rate. SONICTAP MUSIC CHANNELS OFFER: After 3 mos., then-prevailing rate for SonicTap Music Channels (currently $37.99/mo.) applies unless canceled or changed by customer prior to end of the promotional period. 2017 NFL SUNDAY TICKET EARLY BIRD OFFER: In order to receive NFL SUNDAY TICKET, customers must subscribe to a commercial base programming package with a 24-month agreement. Customers must order by 5/6/17 and activate by 6/6/17 to be eligible for the Early Bird 5-Pay or 1-Pay option. 2017 NFL SUNDAY TICKET price based on Fire Code Occupancy (FCO). The remaining balance of NFL SUNDAY TICKET will be charged to customer’s account in the event of early disconnect. NFL SUNDAY TICKET consists of all out-of-market NFL games (based on customer’s service address) broadcast on FOX and CBS. Other conditions apply. LIMIT ONE NFL SUNDAY TICKET OFFER PER ACCOUNT. Offer void where prohibited or restricted. NFL SUNDAY TICKET subscription will automatically continue in 2018 and each season thereafter at a special renewal rate unless customer calls 1-866-945-9940 to cancel prior to start of season. Subscription cannot be canceled (in part or in whole) after the start of the season and subscription fee cannot be refunded. Commercial locations require an appropriate licensee agreement. NFL, the NFL Shield design and the NFL SUNDAY TICKET name and logo are registered trademarks of the NFL and its affiliates. NFL team names and uniform designs are registered trademarks of the teams indicated. HARDWARE OFFER: Programming agreement, as defined by customer’s commercial programming rate card, required. Offer available to new commercial customers in commercial structures no more than three stories high. No single-family residences allowed. Up to four free HD Receivers per commercial location. Make and model of system at DIRECTV’s sole discretion. Offer void where prohibited or restricted. DIRECTV SERVICE TERMS: Subject to terms of DIRECTV Commercial Customer Agreement. Must maintain a minimum base TV package and Auto Bill Pay at point of sale. Additional Fees and Terms: In certain markets, a Regional Sports fee of up to $12.99/mo. will be assessed with COMMERCIAL XTRA PACK. Receiver fees of $15/mo. apply for each receiver for BUSINESS SELECT PACK, COMMERCIAL ENTERTAINMENT PACK and COMMERCIAL XTRA PACK. $19.95 Handling and Delivery fee may apply. Taxes not included. Programming, pricing, terms and conditions subject to change at any time. INSTALLATION: Standard commercial installation included for BUSINESS SELECT PACK and above customers. Complex/custom installation extra. Applicable use tax adjustment may apply on retail value of installation. Visit directv.com/legal or call for details. To access HD programming, HD equipment required. Number of HD channels based on package selection. All DIRECTV Receivers must be continuously connected to the same land-based phone line or the Internet. MLB: Getty Image. NFL: AP Images. ©2017 AT&T Intellectual Property. All Rights Reserved. AT&T, Globe logo, DIRECTV, and all other DIRECTV marks contained herein are trademarks of AT&T Intellectual Property and/or AT&T affiliated companies. All other marks are the property of their respective owners.

Happenings June 2017

June 2 National Doughnut Day You know what goes great with cocktails?

Doughnuts. Trust us, your customers will thank you if you have an assorted dozen available at the bar.

June 18 Father’s Day It’s time to celebrate dear old Dad. Cue up some specials on fathers’ favorites— may we suggest beer and whiskey?

16

June 16 Fresh Veggies Day Eating your vegetables is a whole lot easier when they’re mixed into a cocktail.

Need some inspiration? Turn to page 16 for our story on fresh ingredients.

Are your customers fans of fido? For a change of pace, invite your employees to bring in their (well behaved) dogs for the day. Just be sure to advertise the dogfriendly day in advance for anyone who may want to skip out on the fun.

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Bar Business Magazine

June 13 World Gin Day Shake up the usual gin and tonic with more creative concoctions like a rhubarb-fennel gin cocktail or go with a classic like a French 75.

May 2017 barbizmag.com

All Photos: Shutterstock.com

June 23 Take Your Dog to Work Day

Happenings

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June 19 National Martini Day Whether your customers prefer them shaken or stirred, have plenty of options to choose from of this popular cocktail.

Upcoming EVENTS

June 14 Flag Day Boost patriotism at your bar today with some red, white, and bluecolored cocktails.

Or honor the first creator of our flag with the Betsy Ross cocktail.

July Texas Restaurant Association Marketplace July 9-10, 2017 Dallas, TX

tramarketplace.com

Tales of the Cocktail July 18 -23, 2017 New Orleans, LA

talesofthecocktail.com

August June 8 National Best Friend Day

8 June 20 Summer Solstice It’s the longest day of the year (which means more time for drinking), and the official start of summer. Serve up some light and refreshing summertime specials.

Two-for-one specials will help your customers raise a glass to that one-and-only friend in their life.

The Texas Bar & Nightclub Alliance Show August 14, 2017 San Antonio, TX

tbnaconvention.com

BevCon

August 22-24, 2017 Charleston, SC bevconchs.com

San diego Spirits festival August 26-27, 2017 San Diego, CA

sandiegospiritsfestival.com

September

200

California Rum Fest

barbizmag.com

May 2017

September 8, 2017 San Francisco, CA

californiarumfestival.com

Bar Business Magazine

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How To

How To: FRESH BAR

Strategies abound for a “fresh bar� cocktail program.

Refreshing Changes of Pace 16

Bar Business Magazine

By Elyse Glickman May 2017 barbizmag.com

How To: FRESH BAR

B

Photos: (left) Pebbles on the Beach by Marie Buck Photography; (right) Maxwell’s Chophouse.

artenders, managers, and customers could talk about healthy trends for hours.

The tide has shifted towards more “fresh bar” cocktail programs because fresh fruits, veggies, and herbs just taste better.

“Nowadays people just expect freshness,” declares Evan Hawkins, Beverage Director at Fox Lifestyle Hospitality Group, who is now opening the L.A. restaurant Street Taco.

“It’s been the biggest trend to cut through cocktails since Dale Degroff at the Rainbow Room and Sasha [Petraske] opened the original Milk and Honey. If you aren’t using fresh ingredients, people will know and taste the difference.”

Season-ed Professionals Hawkins encourages bartenders to stick with the seasons and change accordingly.

After all, customers won’t be craving papaya and pineapple in December or such rich flavors as dark chocolate, cinnamon, and nutmeg in July. “Be familiar of when stone fruit season is or when certain herbs are at their best,” he says. “Strolling your local market and seeing what’s out there is always a fun way to stay on top of what’s in season.”

“I think the bar is finally catching up to the culinary world,” says Ann-Marie Verdi, owner/beverage director of The Bellwether in Studio City, California.

“Since our menu changes with the season, they should also enjoy a cocktail that’s in season.”

Emmanuel West, Restaurant Manager at Magdalena at Baltimore’s Ivy Hotel, says social media, print media, television, and celebrity bartender culture has also elevated demand for fresh ingredients. Even with flamed citrus peels and shrub floats, the final product still needs to be a tasty concoction that helps a guest delve further into a wider variety of cocktails.

“With sales being the goal, execution of a fresh ingredient cocktail is the driving engine,” says West. “Nothing sells the cocktail like pulling out a key ingredient for all the world to see. Your bartender is on stage, and a piece of Buddha’s Hand captivates everyone’s

barbizmag.com

The bar at Maxwell’s Chophouse in New York City.

attention. The story our bartenders tell about the ingredients and the cocktail is the final element to finalizing sales.”

TJ Cox, beverage specialist and part owner of Corto Lima in Lexington, Kentucky, estimates his bar processes about 200 fresh limes per day for juice and their house agave-lime mixture for margaritas. Other fresh ingredients they prepare daily include grapefruit shrub, prickly pear shrub, yerba buena syrup (fresh mint and rosemary processed into sugar syrup), charred fresh jalapeno for its mezcal margarita, and citrus and mint for garnishes.

(Stock) Exchange of Ideas Cox adds that the best way to control inventory is to see what goods are in stock before placing an order. Par adjustments often need to be made weekly based on spending trends. “If I place orders based on how much of a certain product I’m selling, then my program has a better chance of success,” he says. “My goal is to keep my beginning and ending inventories the same. If these criteria are met, then the bar cost will

Rye and Pomegranate Punch 2 oz Rye Whiskey 1 oz fresh lemon juice 1 oz fresh pomegranate juice 1 oz honey simple syrup 1 oz Luxardo Cherry Liqueur 2 dashes orange bitters Garnishes: pomegranate seeds, lemon segments, edible flowers 1. Combine whiskey, lemon juice, pomegranate juice, and honey in a cocktail shaker with a small amount of ice.

2. Shake vigorously.

3. In a glass, fill with ice and add Luxardo Cherry Liqueur and bitters.

4. Strain cocktail shaker into glass.

5. Garnish with pomegranate seeds, lemon segments, and flowers.

Emmanuel West, Magdalena at The Ivy Hotel, Baltimore, MD

May 2017

Bar Business Magazine

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How To: FRESH BAR

Providence: No Ingredient Left Behind

Rye and Pomegranate Punch from the Magdalena at Baltimore’s Ivy Hotel.

simply be purchases divided by sales.”

West recommends a subtle touch when integrating fresh fruits into cocktail recipe development and execution, as well as getting familiar with culinary knowledge (i.e., how said ingredients are used in food recipes), including such common sense measures as being careful not to cook out the freshness or the life of that ingredient.

“Techniques like muddling, tearing, and vigorous shaking help to bring out the flavor of fresh herbs, fruits, and zests,” says West. “It’s almost as though you have to coax out the flavor of fresh ingredients just before consumption.

Our front-of-house team has enlisted the assistance of our chefs, the most readily available food experts, at no additional cost. The guest experience benefits from tie-ins that exist between the cuisine and the cocktails.”

Allen Lancaster, “cocktail artisan” at The Bar at The Spectator Hotel in Charleston, South Carolina, says conventional wisdom dictates that in order to be a bar with fresh ingredients readily available, you have to do volume sales and go through a lot of product.

However, being a fresh ingredientfocused bar is an attainable goal as long as a bar manager or bartender does his or her homework.

“Bars that [have it the easiest] are those with fresh juice programs,” says Lancaster. “As a smaller venue, our bar 18

Bar Business Magazine

relies on fruits that have a longer shelf life, such as the lemons, oranges, limes, and grapefruits, which we juice daily.

We have one item going on the menu for spring, Bee’s Sneeze, which includes edible flowers like micro violas. We do a bi-weekly order of these and keep them refrigerated in a paper towel, helping them last 3-5 days.”

Lancaster says fresh cilantro and mint, based on customer demand, were key components of popular drinks last summer. “We had to order these herbs with a good degree of regularity twice or three times a week as we went through a lot. Bear in mind that if you can’t use enough of a given ingredient or sell a sufficient number of cocktails with that ingredient, you may not want to order it. However, if you can order something two or three times a week and in small quantities, that ingredient will become more viable for your bar.”

For summer 2017, according to Hawkins, cucumbers are the new “mint,” based on customer calls. “I think cucumbers in and of themselves embody fresh, clean, and light. People often look for them; it speaks healthy to them.”

Re-Fresher Course Juan Arboleda, lead mixologist at Maxwell’s Chophouse in New York City’s NoMad, stresses orders should be placed based on what the produce will be used for. He recommends studying the spirits

im Stodel, lead bartender at Los Angeles’ Providence Restaurant, leaves no ingredient behind with his “zero-waste” cocktail menu.

“When it comes to attempting less waste, you have to reevaluate everything you are doing,” he says. “The first big step was paying attention to my garbage can, and asking myself if what I was about to throw away was truly trash. If not, could I reuse it in an intelligent, practical, and efficient way?”

Once Stodel had the process in place, he broadened it to include the kitchen.

“Instead of going to the farmers market, which the kitchen does anyway, my market became the kitchen,” he says. “Cooks, unlike bartenders, are trained to be efficient conservationists, and they would offer to save their scraps for me.”

Stodel offers tips to implement a “Zero Waste” program: • Pay attention to your garbage can. Is what you are throwing away truly trash?

• What are the ways that you can reuse said trash or produce?

• Flavor things through infusions.

For example, parsnip skins make a great vodka infusion.

• If you infuse a spirit, can the ingredients you used to infuse be used again for something else like a garnish?

• To rim glasses, dehydrate scraps and grind into powders or use scraps to flavor salt or sugar for rimming glasses.

• Make oils to garnish drinks from discarded produce scraps.

• Make vinegars from flat wines and use them to make shrubs or as an ingredient for a drink.

• Invest in reusable metal straws or purchase biodegradable ones.

• Instead of burning your ice, transfer it to a water collection drum that you can use to water gardens or plants.

May 2017 barbizmag.com

Photo: Magdalena at Baltimore’s Ivy Hotel.

K

How To: FRESH BAR on one’s shelves to determine which spirits pair best with what ingredients.

Ford’s Gin with cucumber and mint is one of his favorite pairings.

“If I use the fresh ingredients to make infusions, I can extend the shelf life by quite a bit,” he says. “If I’m using it for muddling in a shake cocktail, then I would have to pay closer attention to the freshness of the ingredient to give them

longer life. By blanching mint, it gives me a few more days of life. Storage of ingredients varies by each product. For example, if it’s fresh mint, I will keep it in the walk-in refrigerator with damp towels so it doesn’t dry out on me.”

The Bellwether’s bar program revolves heavily around infused spirits. When creating purees and syrups, the bar’s goal is to capture the flavor of the fresh

ingredient at its peak.

“We use fresh fruits, herbs, and peppers to infuse different spirits and create our own unique cocktails, and if there is anything left over from the fresh garnishes, we use them to make fruit juices and flavored waters,” says Verdi. “As the work is put in ahead of time, guests are not waiting ten minutes for that perfectly executed cocktail.”

Bee’s Sneeze 2 oz Ransom Old Tom Gin ¾ oz Lavender-infused Charleston Bees’ Honey ½ oz Fresh Lemon Juice 1 Egg White

GET IN THE MIX

1. Spray martini glass or coupe with orange blossom and rosewater.

2. Combine ingredients in shaker.

3. Shake with ice and pour into glass.

4. Garnish with edible flowers.

Allen Lancaster, The Bar at The Spectator, Charleston, SC

Boca Daiquiri 1½ oz Bayou Rum Select ¾ oz lime juice 1 oz raw ginger infused sweetener (1:1) Pinch of fresh mint (6-8 leaves) 1 oz of sparkling wine Juan Arboleda, Maxwell’s Chophouse, New York City

Pebbles On a Beach 1½ oz Strawberry and Jalapeñoinfused tequila ½ oz Triple Sec 3 oz fresh sweet and sour Lime wedge

THE HOW-TO PUBLICATION

BAR BUS NESS MAGAZINE

BAR BUSINESS MAGAZINE provides nightclub and bar owners, operators, and managers the chance to find out what is going on in the industry, and more importantly, how to benefit from it all. Each issue includes our signature “how-to” columns with detailed, step-by-step instructions on various ways to improve your business through aesthetic alterations, managerial practices, marketing strategies, and more.

1. Build into a bucket glass over ice.

2. Garnish with lime.

3. We make a jalapeño sweet and sour salt for the rim in-house, but you can use regular margarita salt as well.

@BARBIZMAG

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Bar Business Magazine

BB_Brand_Ad_1/2Island.indd 1

Ann Marie Verdi, The Bellwether, Studio City, CA

May 2017 barbizmag.com 4/3/17 3:38 PM

How To

How To: LEASING

Lease Renewal Do’s & Don’ts Keep these tips in mind when negotiating your lease renewal.

Photo: Shutterstock/ Jacob Lund.

A

s an established bar owner tenant looking ahead to your commercial lease renewal, should you blindly accept the same lease terms and conditions from your landlord? No. Without effective negotiation, bar tenants can leave a great deal on the bargaining table, such as valuable tenant inducements (paid by the landlord) and even lower rents.

At The Lease Coach, we frequently remind bar owners of their value to landlords—if you have been a longterm, stable tenant, you will have some leverage with your own lease renewal.

Begin by shopping your tenancy around and collecting written Offers to Lease from other commercial landlords, and your current landlord can be more motivated to provide you with a requested rent reduction or some other tenant inducements.

Moving can be expensive, timeconsuming, and frightening to even barbizmag.com

By Dale Willerton & Jeff Grandfield think about; however, you don’t have to do it. The fear of—even potentially— losing your tenancy can often prove to be enough for your landlord to provide you with more benefits to renew.

Here are some tips to remember.

Do start the planning and site selection process well in advance.

Lease renewal negotiations should begin between nine-12 months before the term expires. This will give you sufficient time to look at other sites and do your homework. If you can’t get a decent renewal rate, would you rather find out you need to move with three weeks or six months left on your lease term?

Don’t settle for your same rental rate. Achieving a rent reduction on your lease renewal is a very real possibility. If your landlord is leasing space to new tenants at less than what you are currently paying, a rent reduction for you should be a given.

If your current rental rate is artificially high because of your last tenant

allowance, a rent reduction on your renewal term could also be in order.

Do negotiate for lease renewal incentives. If your lease is expiring, ask yourself what inducements would the landlord give to a new bar owner just coming into the property. Examples of such inducements would include free rent and tenant allowances. If these were being offered to a new tenant, then why wouldn’t an established tenant—with a proven track record— get the same (or more) consideration?

Don’t have false optimism. Unless you change location or something else about the way you do business, you should not realistically expect your next five years to be better than your first five years. While you may not want to consider moving after you have been in one location for a long time, this may be necessary.

Do create competition for your tenancy. View other properties and even negotiate on more than one May 2017

Bar Business Magazine

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How To: LEASING

location simultaneously—especially with lease renewals. Even if you don’t want to move, create options so you can play one landlord against another. Share with each landlord that you are receiving proposals on other sites. Remember, you are the customer—make the landlord earn your tenancy.

Don’t let a landlord-paid agent represent you. It is not uncommon for a bar owner tenant to believe that the real estate agent (or broker) is working The Lease Coach: Dale Willerton and Jeff Grandfield

22

Bar Business Magazine

for them. However, it should be noted that the landlord is paying the agent’s commission and even an outside agent may be sharing in that commission.

Remember, the higher the rent paid, often the higher the agent’s commission.

Brokers and agents do a great job, but who are they doing that job for, and who is paying them to do it?

Do negotiate for lease renewal allowances. Bar owners often don’t think they can negotiate for a tenant allowance on their renewal term. Untrue!

Approximately 75% of our clients get a tenant allowance on their renewals.

Remember, if the landlord is giving allowances to new tenants moving in, then why can’t you get an allowance too?

Even if your space only needs cosmetic upgrades, negotiate this as part of a renewal deal. After all, your tenancy is proven, plus there is less risk for the landlord to put cash into your renewal than to take a chance on a new tenant.

Don’t allow the landlord to retain your deposit. If your lease agreement requires you to make a deposit for the initial lease term, it is not acceptable for

that deposit to continue indefinitely.

Ask yourself, are you a security risk? Have your rental payments been on time? If so, resist further security deposits and make sure that you state this amendment in the renewal document.

Otherwise, your deposit, which was to be applied to the last month, needs to be replaced for the renewal term.

The Lease Coach is frequently successful in negotiating to get the tenant’s deposit returned with their lease renewal.

Dale Willerton and Jeff Grandfield The Lease Coach are commercial lease consultants who work exclusively for tenants. Dale and Jeff are professional speakers and co-authors of Negotiating Commercial Leases & Renewals FOR DUMMIES (Wiley, 2013). Got a leasing question? Need help with your new lease or renewal? Call 800/738-9202, e-mail DaleWillerton@TheLeaseCoach.com, or visit TheLeaseCoach.com. For a free copy of The Lease Coach’s free CD, Leasing Do’s & Don’ts for Commercial Tenants, please e-mail your request to JeffGrandfield@TheLeaseCoach.com.

May 2017 barbizmag.com

Photo: (top) Shutterstock/Dusan Petkovic; (left) The Lease Coach.

Without effective negotiation, bar tenants can leave a great deal on the bargaining table.

How To: LEASING

Make Selfies Your Best Marketing Tool!

R

estaurant and bar customers often take pictures in-venue with their mobile phones. Wouldn’t it be fun for them to be able to print and share those pictures right then and there, while the restaurant can use the photos printed as the vehicle for their marketing messages?

This is the idea behind Mitsubishi Electric’s SelFone™ Wireless Print Station, which enables owners the chance to offer a photo-printing station that prints out customers’ selfies with coupons and promotional messages attached. It is a selfcontained printer system that allows quick and easy printing of photos directly from most recent versions of iPhone or Android smartphones.

Unlike most Wi-Fi based photo printing, the new Mitsubishi Electric SelFone Wireless Print Station does not require an internet subscription or the downloading of any apps. It

simply creates a peer-to-peer hot spot, directly accessible from the WiFi settings of most smartphones or tablets running recent versions of iOS or Android. Users connect to the hot spot broadcasted by the SelFone Wireless Print Station, and their phone screens will be directed from their browser into a web app that lets them take new photos or select photos from their galleries to print.

The Mitsubishi Electric SelFone Wireless Print Station is compact and occupies a footprint of about a square foot; it can sit under, above, or behind a counter. It is comprised of a small Linux computer attached to the back of a Mitsubishi Electric CP-D90DW instant photo printer.

Owners have a wide range of customizable options available: print quantity; custom Wi-Fi SSID names (i.e., the restaurant or bar’s name); print size and format (i.e.,

templates, frames, and borders); passcodes to control and restrict the use of the print services; and more.

The self-contained Mitsubishi SelFone WiFi Photo Print Station is available for $1,399. Printed media with perforated coupons comes in a box of two rolls of ink and paper, which totals 800 pieces of 4-by-6-inch prints per box, costing $179—less than a quarter per printed photo and coupon.

ME-VIS.com/SelFone

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Bar Business Magazine

23

Tuning Up

How To: TV SCREENS

HOW TO

Reinvent Your TV Screens Give your customers something more engaging to watch.

I

By Emily Eckart

t’s hard to entice customers into your bar, but it’s even harder to keep them there. Today’s bar goers have more dining and entertainment options than ever before combined with packed schedules and busy lives. So how do you get patrons to spend quality time at your location?

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Bar Business Magazine

The key is digital engagement.

Instead of using TVs in the same old way, stand out by embracing new strategies for your screens.

Music Videos & Digital Signage A great new way to engage customers is to intersperse music videos with brandspecific digital signage. Music videos are

popular with customers, and digital ads promote your bar. Companies like controlPLAY and Prescriptive Music work with bar owners to develop custom schedules of videos and signage.

“We like to look at ourselves as a branding agency,” says Uri Burstein, Vice President of Business Partnerships at Prescriptive Music in Los Angeles,

May 2017 barbizmag.com

Photos (this spread): Shutterstock/ fiphoto, Shutterstock/ Syda Productions, Shutterstock/ Georgejmclittle.

How To: TV SCREENS California. “We create a sonic identity or story for the brand through the music.”

Both Prescriptive Music and controlPLAY let their clients build customized playlists from extensive libraries of fully licensed songs and videos. When building playlists, it’s important to keep your audience in mind.

According to controlPLAY’s research, music familiar to a bar’s demographic results in the best sales. For instance, John Hill, Director of Demand Generation at controlPLAY in Ontario, says you’d probably want rock at a sports bar, Top 40 hits at a family restaurant, and R&B at a lounge.

An enjoyable playlist also makes your customers stay longer. “You can definitely tell when the right music is being played—from sales going up, people ordering an extra drink,” says Annie Hemming, Music Consultant at Prescriptive Music.

Prescriptive Music consults with its customers to create a full music program, which can include both background music and music videos. “[Over time,] the music and the videos that are playing at a particular brand are always updated by the consultant, the programmer that works directly with the brand,” says Ben Birchard, Director of Programming at Prescriptive Music. controlPLAY offers similar options for adjusting playlists and scheduling to get results.

Furthering the theme of customization, controlPLAY also has an accompanying mobile app called myJAM. “[Patrons] can request a song to be played or a video to be played,” explains Hill. “It tags their social media profile along with the bar’s. It really allows customers to engage with the venue’s music selection.”

Once your customers’ eyes are glued to the latest music video, they’ll be primed to notice your custom ads on the screen. Prescriptive Music and controlPLAY let subscribers alternate streaming video with digital signage, which bars can leverage to promote events and menu items.

The advantage of digital signage lies in its timing. You can advertise for an upcoming event or change your ads depending on the time of day, which is barbizmag.com

With ControlPLAY’s myJAM app, customers can request a song or music video.

T QUES E R G SON

called dayparting. It’s an effective strategy because you’ll need different content for the morning versus happy hour.

“A great example of how our digital signage helps is bar owners can throw up a last call for alcohol banner streaming across the screen,” says Hill.

“Just that reminder for the patrons cues them to order that last drink before last call.” Other popular options include ads for certain beers or cocktails, a menu special, wings night, or other events.

Both services allow the freedom to create your image and text. Prescriptive Music allows for the insertion of JPEGs. ControlPLAY lets bar owners choose from hundreds of premade templates. Owners can also submit a customized image to controlPLAY’s design team. Once the ad is created, it’s just a matter of scheduling it in amongst the music videos.

Both controlPLAY and Prescriptive Music are available through monthly subscriptions.

Viral Content Want more TV programming options?

Viral content is a trendy, yet reliable attention-grabber.

“We’ve gotten a ton of feedback from bar owners that their patrons will literally stay longer just because they’re addicted to watching [our] product,” says Leo Resig, owner and CEO of CHIVE TV. “People have stayed longer,

gotten an extra beer, or another drink because of it.”

CHIVE TV is an outgrowth of theCHIVE, a popular humor website that features user-generated and thirdparty licensed videos. “We realized people had a big appetite for viral videos. So we repackaged all this content and created what is now a fivehour looping compilation of viral videos,” explains Resig. “It’s hundreds of different compilations edited together that plays on a constant loop, and we refresh the content weekly.”

Although CHIVE TV is fairly new, Resig says, “We’re now in over eight hundred venues, most bars, and that reaches about nine million consumers a month.”

The short, entertaining video clips draw from theCHIVE website, which has a constant influx of new content. Resig

Pro Tip Instead of using your TVs in the same old way, stand out by embracing new strategies and new content for your screens.

May 2017

Bar Business Magazine

25

How To: TV SCREENS

have customers

display your

REQUEST A SONG

BEER MENU intersperse

TO BE PLAYED

WITH DIGITAL SIGNAGE

developed it for bars, but it’s also spread to hotels and cruise ships as the perfect TV programming solution.

Best of all, CHIVE TV is free. “We provide free Roku sticks to bars and restaurants in return for them using it.

There’s no catch,” says Resig.

The bar owner simply plugs the Roku stick into the TV and selects the dedicated CHIVE TV channel. In return for free entertainment, the bar provides CHIVE TV with an audience for its advertisers. “It’s a very fair value trade,” says Resig. “[CHIVE TV is] ninety-five percent content and five percent advertising.”

Many of the advertisements are for beer and liquor, which can encourage bar sales as well.

Digital Menus Lisa Marcus, CEO of DigitalPour in Seattle, spends a lot of time thinking about the things a bar owner has to do when a keg runs out. “Now I have to change my point-of-sale system. I have to update my website. I have to go update a menu on the wall,” she says. “We decided we can do that in one button.

When they click ‘change menu,’ it should happen within three seconds.”

DigitalPour is a monthly subscription software that displays your beer menu on a TV screen. But it does a lot more than show what’s on tap. “It’s an inventory management software app that provides digital menu programs along with a mobile app and integration with social media and websites,” explains Marcus. “We 26

Bar Business Magazine

integrate with the point of sale so we’re able to track the sales in real time and offer cool analytics reports.”

Besides the sleek, attractive look of its highly customizable menu, DigitalPour

Stand-out content engages patrons.

actively drives sales. Using an elaborate loss formula, it tracks the level of beer in each keg without the need for flow meters. (Note: Marcus says it’s accurate within a pint or two.) It also updates keg

ON A TV SCREEN

levels automatically on social media, which promotes a sense of urgency.

“If [a customer] see[s] something they want, they can get down there before it’s gone,” says Marcus.

DigitalPour also drives sales through social media promotion. The menu shows a social media feed in the upper lefthand corner. Rotating between Twitter and Instagram, it automatically shares posts from customers who have tagged the bar or checked in at its location.

It’s a very popular feature since customers love seeing their pictures on the screen. “It allows [bar owners] to have a great presence on social media because their customers are constantly engaging them,” says Marcus.

That engagement leads customers to promote your bar to their friends— allowing your business to grow organically through digital networks.

May 2017 barbizmag.com

Photo: DigitalPour.

MUSIC VIDEOS

DON’T BELIEVE ME JUST WATCH.

GET THE ONLY JUKEBOX TO COMBINE SONGS, MUSIC VIDEOS, AND DIGITAL SIGNAGE.

OPen air

Oasis Creating an Outdoor

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Bar Business Magazine

Outdoor furniture is exposed to the elements, and only certain materials will hold up in outdoor conditions.

“To protect your furniture against the elements, it starts with buying the right product to begin with—taking preventive measures is key,” says Dowling. “It is best to avoid natural materials, like wood and fiber, as this requires upkeep and as a result, can be an added expense to the organization.

It is better to choose synthetic fibers and items that are rust-resistant—rod iron and metal materials have come a long way over the years.”

Aside from choosing the right materials and finishes, owners need to make sure they maintain the furniture by keeping it clean and covering it in bad weather.

As for setting up that furniture once you’ve chosen it, Dowling recommends having a floor plan laid out before you start and to take your time assembling and placing the pieces.

“Design the outdoors like you do for indoors – make it aesthetically pleasing, comfortable, and find the right-sized tables so wait staff can get around easily,” she says.

Of course your establishment will need more than just weather-resistant tables and chairs to ensure your patrons are comfortable outdoors. “The more comfortable guests are, the more likely

There are plenty of options for setting up your outdoor dining area.

By Ashley Bray

they will enjoy the ambiance of the restaurant or bar and come back,” says Dowling. “Incorporate heat lamps, fire pits in a lounge space, and shades when needed. One of my favorite touches is placing blankets on the back of chairs during colder months.”

There are many ways to shade from the sun and rain, but the first thing to consider is the location of your establishment. If you’re a beachside bar or restaurant that experiences a lot of wind, you’ll want a sturdy umbrella that can withstand those ocean winds as well as the wear and tear of the saltwater air.

In this instance, TUUCI, an outdoor

May 2017 barbizmag.com

All Photos: TUUCI.

T

is the season for drinking and dining al fresco! Make sure you have everything you need to get your outdoor dining area ready for the spring and summer months.

The first thing to consider is the aesthetic. It’s important to realize this outdoor area is an extension of the inside of your establishment—not an entirely separate space. “This ultimately expands customer capacity and gives owners the opportunity to increase revenue,” says Jessica Dowling, style expert at Wayfair Business. “A bar or restaurant should always keep branding in mind when decorating their outdoor space. After all, it’s a continuation of the indoor dining room and is a reflection of the company’s brand. It is the first space customers see, so it should be inviting and have a cohesive look to what customers will see inside.”

Those customers are who you should keep in mind when choosing furniture and other décor for outdoor spaces.

“When bar and restaurant owners are choosing outdoor furniture, they should first think of their target demographic.

It is important that owners select décor that is aesthetically pleasing to the audience they’re catering to,” says Dowling. “From there, I recommend selecting furniture that is durable, commercially-rated, and has a warranty.”

Open Air

The proper shade can create a cool oasis for both guests and employees.

parasol manufacturer based in Miami, Florida, recommends its Ocean Master MAX collection, which is designed to withstand high winds.

All of TUUCI’s frames are constructed from durable, marinegrade, weather-resistant materials— including fiberglass, armor-wall aluminum, Dura-TEAK composites, Aluma-TEAK aluminum and sustainable hardwood—so saltwater air isn’t a problem. Also, all fasteners (nuts, bolts, pulleys, cam cleats, etc.) are marinegrade stainless steel and will withstand the most corrosive environments. This comes as no surprise since CEO Dougan barbizmag.com

Clarke spent time as a boat rigger and incorporated much of what he learned into TUUCI’s durable products.

In other instances, wind isn’t the problem. “Sometimes we’ll work with a space that is in a courtyard so they might not experience a lot of wind, but they have a lot of sunshine they need to shade from,” says Vannessa Cendan, Marketing Manager at TUUCI, who recommends their Plantation collection for these types of locations.

Bar owners also need to decide what type of shading product they’d like to use—an umbrella for each table, or large, rectangular or circular umbrellas

that shade a larger area.

Dowling recommends Wayfair Business’ large shade sails. “They reduce temperature and create a cool oasis for guests and employees alike,” she says.

Cabanas are also an option, and TUUCI even offers the ability to customize them with lights, outlets, and Bluetooth speakers. “It creates a hangout space for guests,” says Cendan. “It’s really about comfort, conversation, and community. And it’s so important for us, working with businesses, that we create those spaces where their customers can enjoy a luxurious, comfortable experience and May 2017

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OPen air

When choosing outdoor furniture and décor, always consider your location.

really inspire that connection with each other.”

As with outdoor furniture, it’s important that owners properly care for

A Brewhouse Brings its Sports Atmosphere Outdoors with SunBriteTV

he Canadian Brewhouse is a sports bar that prides itself on creating an exciting customer experience. With an interior lined with televisions playing various sporting events, it seems only fitting that the outside patios be lined with televisions as well.

With the help of Max Bakridi at Visions Electronics, Hillman AV, and other Canadian installers, the bar is now equipping each location with up to six outdoorrated, 46-inch SunBriteTVs per patio across the British Columbia, Alberta, Saskatchewan and Manitoba chains.

The Canadian Brewhouse’s interiors boast up to 50-plus screens playing every sport imaginable. The owners wanted guests to be able to watch sporting events on the outdoor patio but also wanted to be sure the atmosphere matched the inside.

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“They really wanted to bring the indoor experience outside,” says Bakridi. “Instead of having to constantly move a display inside at the end of the day, we looked at SunBriteTV and how it’s guaranteed to work within severe weather conditions, along with having the brightness and antireflective glass needed to provide a great viewing experience.”

All SunBriteTV displays are proven to withstand heat, rain, snow, salt corrosion, sand, and insects, and the SunBriteTV Signature and Pro Series displays have a guaranteed performance range of -24 to 122° F, which is perfect for Canada’s freezing and unpredictable winters and hot and humid summers. The bright, crisp LED display was also a big selling point for the install.

“With a SunBriteTV, you get an LED display that’s enclosed in a protective case that actually

works,” says Bakridi. “The screens aren’t disrupted by the winds or dust storms that roll through this area, and you can actually see the screen from any angle.”

The Canadian Brewhouse recently upgraded all of its displays to 4K UHD. “They’re one step ahead of everybody else in the outdoor display industry,” says Bakridi, “and if you’re going to install an outdoor TV, it’s only logical to select one that will last a long while.”

May 2017 barbizmag.com

Photo: SunBriteTV.

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and maintain their shade products in order to extend their life.

As with all other aspects of outdoor décor, owners should also consider how

the umbrella or shade product will fit in with their overall aesthetic.

“It’s not about drawing all the attention to the umbrella. It’s about making sure that it fits in perfectly with the aesthetic that your company already has,” says Cendan. “You want something that fits into the brand and aesthetic, but also serves its purpose, which is to provide shade and bring people to hangout, enjoy themselves, and connect with each other.”

Some establishments even go as far as to brand the umbrella with their bar or restaurant’s name and logo. This further drives home branding, but it also provides a mobile product that a bar can take with them to offsite events that will quickly establish the brand. “That’s a great way to continue with that branding experience so people can continue to relate to it, see it, and recognize it,” says Cendan. “It’s just another great promotional tool that serves more than one purpose—it provides the shade that you need but also promotes the brand.”

Social Media

social media Influencer Marketing

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Social Media

B

Grow and promote your business with social media influencers.

usiness owners at one time or another have asked themselves the same question: How to promote their establishment with inspiring content to the right target audience? In an increasingly competitive environment, businesses need to constantly strive to find unique ways of getting the word out to create true differentiation. This is critical in order to build a thriving sustainable business model. The good news is we live in the social media age and no longer need to only rely on and invest in public relations agencies.

There are 600+ million users on Instagram. Many of those accounts are food and beverage related so it’s important to define what makes you unique on this platform. This may seem overwhelming with so many users, but don’t sweat it, it’s not as difficult as you may feel it is to be unique and different.

Social media is an extremely powerful network. Influencer marketing, particularly on Instagram, is a cost-effective way to grow and promote your business—especially with the support of experts advising on strategic marketing and tiering, as doing this for the sake of doing it will most likely not get you where you want to be. Traditional word-ofmouth is a major component of awareness, but social media word-ofmouth extends well beyond the recommendations from coworkers, family, and friends. The right social media influencers will take your business to new heights.

Users of Instagram perceive many influencers with established credibility and audience as trusted curators, advisors, and a source of inspiration.

As social media becomes the ultimate communication channel and because users are looking for authenticity with more “real-life” people they can better relate to, you no longer have to be a traditional media celebrity to be an influencer. True social media influencers drastically increase your following and also become your ambassadors. They will drive multiple segments of the social communities, which will then connect directly with your business from a trusted source.

Here are three primary things you should look for before reaching

By Jared Zuckerman

Photo: Shutterstock/ Syda Productions.

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barbizmag.com

Top FIVE Instagram Influencers

have handpicked my top five unique and influential foodie Instagram influencers you should follow. @DevourPower: A consistent feed and super strong following. When you see a Devour Power picture, you know it’s them because of their distinctive look and signature. @FoodMento: Jeff is the man behind this account, and he creates meaningful videos inspired by his true passion for food. He genuinely wants to share the amazing world

of food with others. @NonStopEats: One of the most vibrant, bright, colorful feeds. I can’t keep myself from staring at his posts. @ehgg: A quickly growing account for his distinguished and unique look at floating food. A perfect example of being unique and different. @dailyfoodfeed: A colorful, fun feed of photos and videos that never seem to disappoint. Be forewarned, you may eat your phone watching what they post next if you’re not careful!

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Social Media

@nofun_nyc

@chaochao_nyc

@jgmelon

out to an influencer: 1. Make sure the influencer has developed content and a following base that is relevant to your business.

Content should include quality images.

It should also be cohesive throughout his/her feed, which demonstrates the influencer has a direction and clear message to his/her followers.

2. Influencers with a healthy following is important. But remember, it’s not everything! What it does demonstrate is a higher probability of attracting a larger number of impressions to a single post. What is an impression? An impression is how many times a post is viewed.

3. What an influencer posts about your company is a direct reflection of your business. Shy away from poor picture quality and images that don’t best showcase your business.

Don’t be shy about reaching out but don’t be aggressive either. There are two

ways I recommend to connect.

One, if you have your eye on certain influencers, start connecting through their social media platform. Engage, follow, like, and comment on their posts. Be persistent and consistent, and the influencers may just reach out to you before you reach out to them.

Second, you could simply send them an email inviting them into your establishment. But remember, authentic and reliable influencers who worked hard for their following will most likely not accept an opportunity that makes their brand seem inconsistent—especially for the Millennial audience.

Working with a social media consultant is therefore even more important to recommend the most relevant influencers for your business as well as to facilitate relationships with them, which is almost a full-time job.

Instagram users follow and engage

with influencers they like and trust and are therefore more likely to take their recommendations when they see something they post.

Instagram is not a billboard or solicitation you’re forced to look at.

Think of Instagram as a platform for organic promotion and advertisement.

Users only engage with content they like and are interested in, which could very well be your establishment.

For these reasons, exposure from social media is very valuable, and it is more likely to result in business for your establishment.

I have seen firsthand the positive impact social media, specifically Instagram, has on different food and beverage establishments. But you can’t make an impact without innovation or creative thinking.

My recommendation to you is to find a creative social media manager to help you grow your social media audience and/or evolve your business image/positioning. It will go a very long way.

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Jared Zuckerman created and owns Food and City (@foodandcity), a social media and event management company that works with a diverse selection of restaurants and bars to build their social media identity. He also hosts and curates events of all sizes. Most recently, he co-concepted and hosted the #TacoShowdownNYC, a social media driven event (325+ attendance) where five eateries competed live under one roof for the title of “Best Taco in NYC.” Jared can be reached by email at jared@foodandcitynyc.com.

May 2017 barbizmag.com

Inventory An Innovative Approach to Whiskey Flavor

Johnnie Walker Blenders’ Batch Triple Grain American Oak Johnnie Walker releases Blenders’ Batch Triple Grain American Oak. It is the first U.S release in the new Blenders’ Batch series, which will feature limited-edition experimental whiskies that are curated by a team of expert blenders. Blenders’ Batch Triple Grain American Oak is a mellow Scotch whisky inspired by the time Master Blender Jim Beveridge spent working in Kentucky blending bourbon and rye. The whiskey is a blend of iconic malts from Mortlach and Cardhu and three grain whiskies from storied distilleries, including the now closed Port Dundas. Each whisky is aged for at least ten years in American Oak casks resulting in a uniquely smooth, sweet Scotch whisky with notes of fresh fruit and gentle, spicy smoke. It is 41.3% alcohol by volume.

“Experimentation is the key to innovation and has been at the heart of Johnnie Walker from the very beginning,” said Beveridge.

discover A New Frontier in Interactive Sports Move the Ball Sports

Move the Ball Sports (MTB) is a game designed to bring customers to your establishment and keep them there until a sporting event is over—even if there is a blowout or the sporting event isn’t a popular one. The competitiveness of the game will ensure customers remain in your venue and that they return every time MTB is streamlined at your location, which increases your profits. To host a MTB game, a bar simply requires a WiFi connection and a TV to streamline the game. Customers download the MTB app, create an account, and join the game at your bar.

From there, they pick a square and place a bet. The ball moves forwards and backwards based on the results of the live sports game, such as yards gained (forward) or turnovers (backward). If the ball lands on a player’s square, they win! Venues choose the prizes, which can be gift certificates, bar merchandise, free appetizers or drinks, etc. MTB also offers weekly, seasonal, and playoff prizes based on high-point winners and will provide marketing materials like posters and table tents. movetheballsports.com

johnniewalker.com

New Glassware designs Add Opulence and Style to Any Drink you serve Shu Fa & Palais Glassware Designs

Libbey recently released two glassware products that can take a simple drink or cocktail and create a premium experience and look. From the Nachtmann line, Libbey recently introduced Shu Fa and Palais glassware designs. The Palais has an opulent, decorative cut, which accentuates the brilliance of the crystalline glass to full effect. The stemware adds elegance to every cocktail or glass of wine.

The Palais is available in four different glasses: 6.75-ounce Cocktail, 7.25-ounce White Wine, 8-ounce Old Fashioned, and 15.25-ounce Longdrink. The Shu Fa features modern design inspired by calligraphic ink paintings of Chinese mountain rock landscapes. The glasses’ heavy sham provides an ideal foundation for specialty cocktails and signature drinks. The Shu Fa style is available in a 12.25ounce Longdrink glass and 11.25-ounce Whiskey glass. Both the Shu Fa and Palais have a heightened fracture resistance, are 100% dishwasher safe, and are certified environmentally friendly. foodservice.libbey.com

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Inventory

Honoring Arnold Palmer

Ketel One Vodka Arnold Palmer Collector’s Edition bottle To honor their lifelong friendship and toast the extraordinary achievements of Arnold Palmer, Ketel One Vodka and the Nolet Family have released the Arnold Palmer Collector’s Edition bottle. A master of his craft, Mr. Palmer earned 62 PGA tour victories. As tradition, he always celebrated with a Ketel One on the rocks with a lemon twist.

The commemorative, limitedtime offering is available on Ketelone.com in a 750 ml bottle for $24.99 and a 1 Liter bottle for $31.99. Ketel One Vodka has also maintained its commitment to and support of the golf community as the “Official Vodka Sponsor” of the Arnold Palmer Invitational at Arnold Palmer’s Bay Hill Club & Lodge in Orlando, Florida. Furthermore, Ketel One Vodka has committed to donating $100,000 to the Arnie’s Army Charitable Foundation.

Hellboy Breaks Out of Comics and into Your Bar

Hellboy Hell Water Cinnamon Whiskey Dark Horse Comics, XXX Distillery LLC, and Prestige Imports LLC will license, produce, and distribute Hellboy Hell Water Cinnamon Whiskey nationally. Hell Water is a craftdistilled, small batch, naturally flavored cinnamon whiskey based on the comic book character Hellboy created by Mike Mignola.

Hellboy Hell Water uses a proprietary mash bill of corn, wheat, and barley; natural ingredients; and spring water from the Smokey Mountains. The 66.6-proof spirit is available in 750 ml bottles for $19.99. The company is seeking licensed distributors to partner with long term. hellboyhellwater.com

Featured

PRODUCT

ketelone.com

Galliano’s New Flavor Expression Joins the Fastest Growing Liqueur Category Galliano L’Aperitivo Galliano, the heritage Italian liqueur brand, announces its L’Aperitivo expression is now available in the U.S. The Italian bitter or “amaro” is the latest addition to Galliano’s super premium portfolio, which also includes Galliano Ristretto and L’Autentico. A well-balanced Italian bitter with fresh Mediterranean notes, mild sweetness, and a long, gentle finish, Galliano L’Aperitivo is a unique blend of 50 ingredients including herbs and Mediterranean citrus such as orange, bergamot, bitter orange, chinotto, tangerine, and grapefruit. Maraschi e Quirici distillers produce the liqueur near Turin, the recognized birthplace of aperitivo hour and where Galliano products have been made since 1896. Eighty percent of the ingredients in the 24% ABV liqueur are sourced from the botanical- and sunshine-rich Alpine region of Northwest Italy. galliano.com/en/galliano/aperitivo

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Competitive* The success of your bar program depends on differentiation— what you have to offer over your competition. Strategically developed drink selections, appealing menus and tempting promotions are your arsenal of opportunities to get ahead and improve your program’s performance. Find them all at BAR 17, where we offer the innovation, education and inspiration you need to come out on top in a competitive climate.

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Ad Index

Company

Contact

Inventory COMPANIES

19 2touchpos xenios

2touchpos.com

27 AMI Entertainment

amientertainment.com

Johnnie walker johnniewalker.com

23 BARRITT’S GINGER BEER

bermudasgingerbeer.com

13 DIRECTV for business

directv.com

3 drinique C2 HARBORTOUCH (CA) 9 JEVO

drinique.com iharbortouch.com jevohome.com

35 Lefty O’doul/bovis

leftysfamousmixes.com

38 NRA

restaurant.org

7 PERLICK

perlick.com

5 TAFFER DYNAMICS

TafferDynamics.com/barbiz

31 Texas nightclub

Move the Ball sports movetheballsports.com libbey foodservice.libbey.com ketel one ketelone.com hellboy hell water hellboyhellwater.com Galliano galliano.com

TBNAConvention.com

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

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Q&A with Rob Gerola

1

What’s the story behind the name Marshall Street?

Marshall Street is the name of the street where all the bars are near Syracuse University. It’s the happening strip—like Bourbon Street for Syracuse. The only people who know that are the people who went to school there. But it’s not an offputting name to people who may have gone to a different school and want to come in. We’re a sports bar first and foremost that happens to show a lot of Syracuse games and specializes in Syracuse.

2

General Manager of Marshall Street Bar & Restaurant (New York, NY)

I

’ve always been in business for myself,” says Rob Gerola, whose past endeavors include importing suits and clothing from Europe and operating bars in New York City. He opened Marshall Street Bar & Restaurant in September 2016. The bar has a special focus on Syracuse University sports and alumni even though Gerola isn’t an alum himself.

“I went to school upstate, liked the program, and I’m a huge fan of the orange basketball team and football team, so I thought it would work great in Manhattan,” he says.

Gerola emphasizes that the bar also appeals to a range of customers outside of Syracuse alumni—anyone looking to have a good time while catching a game is welcome at the sports bar. “I love the bar business. The main thing is you always want the bar to be fun,” he says. “I want my customers to have a good time.”

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Do you have any menu items catered to your Syracuse customers?

We have a menu that has an upstate flavor to it. Our wings are our specialty. We have an Atomic Wings franchise, and that is like the most authentic wings to upstate New York and the city. We have some other upstate dishes like Hofmann hot dogs and roast beef on weck. (Note: The sandwich traditionally includes rare, thin cut roast beef on a kummelweck roll.

The top bun gets an au jus dip and is spread with horseradish.)

3

How do you choose what beers to carry on your menu?

We do a little bit of Bronx Brewery, but we also do some upstate New York brews that make people feel at home. We carry Saranac Brewery; Middle Ages Brewing Company, which is from Syracuse; Genesee Brewing Company from upstate New York; and LaBatt, which is a Canadian beer that people love in northern New York State.

Distributorship is there on these, but sometimes they can be out of stock. We plan for it so we have enough. We also offer a number of specials like pitcher deals as well as beer and food specials.

4

alumni group has also held events here. We’ve had other schools come in too—the University of Rhode Island and the University of Delaware held events. People like the sports feel of the bar. We have a lot of Syracuse paraphernalia on the walls, but we also have New York sports paraphernalia and some other upstate New York schools too.

5

Your bar has a number of arcade games. Do you find the games lead people to stay longer?

It’s a sports bar, so we want to have that sports feel to it. We’re not Dave & Buster’s, but we do have a basketball game where you shoot baskets, skeeball, a pool table, a dart game, and other bar games. People come in for it.

People may be in another place and say, “let’s go play pool and have some beers,” or, “let’s get in a quick game of skeeball before we go home.”

6

Any advice for other bar owners/managers?

It’s most important to be on top of the business. It’s hard to run a business when you’re absent. I know some people have a system set up that works for them, but I really believe that you should be around and meet the customers, know your staff, and see what’s happening on both sides of the bar. You can look at cameras, you can read statements and all that, but the best thing is to be there, hands-on.

Do Syracuse alumni use your bar as a gathering place?

We’ve hosted a lot of charity events and alumni groups. The class of 1996 had their 20-year anniversary at the bar, and a lot of the sororities and fraternities are doing fundraisers and charities here. The football

May 2017 barbizmag.com

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