Bar Business Magazine May 2012

Number 04

Sing & Bling:

A new high-end Russian karaoke concept hits the U.S.

The How-To Publication

BAR BUSINE$$ May 2012

M A G A Z I N E

www.barbizmag.com

Bar Business Magazine

GIN IS IN

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BAR BUSINE$$

On Tap May 2012

february 2010

CONTENTS

22

mAkiNG the GAme

42 19

22

26

New POS PricePOiNt

Get YOur GAme ON

APP AttAck

Putting POS hardware in place is meant to streamline service, and now it can also be done on a budget with new purchase plans.

2

HOW TO

Bar Business Magazine May 2012

We look at ways to build upon your coin-op cash flow by brining in new games and creating a culture of competition and reward.

The importance of new smartphone applications is become more obvious to bar owners who use them as a multifaceted tool. www.barbizmag.com

On Tap

BAR BUSINE$$

CONTENTS

34 8 Booze newS

A man, a plan, a fan—Haiku; Diageo honors top mixologists with World Class program; No bollocks from New Castle; BarSmarts discount this spring; flipflop® wines.

12 liquid aSSetS

No longer relegated to defending its relevance as a viable modern spirit, gin is now evolving its own unique variations within the category.

16 tuning up

Planning and executing a proper promotion on-premise can make your entertainment more profitable.

On-premise security systems are one way to proactively protect your venue and staff before bad things happen.

34 drinking glaSS

38 Big Six

At Brick & Mortar in Boston, quality coktails are on the menu, but ownership here is more concerned with serving up a great experience.

42 karaoke reincarnate

Traditional karaoke may not be dead, but it has been reincarnated nonetheless—by the Russians who imported Jelsomino.

46 inventory 49 holiday happeningS 52 owning up

38

30 Stay Secure

In Part I of a special threepart series, we look at cocktail culture glass-by-glass, with recipes and methods for each.

Departments 6 Bar room drawl

Features

8

In Hoboken, New Jersey, the folks at Texas Arizona are going big with beer.

“Bar Business Magazine” (ISSN 1944-7531 [print], ISSN 2161-5071 [digital]) (USPS# 000-342) is published monthly except combined in January/ February, July/August, and November/December for $45.00 per year by Simmons-Boardman, 345 Hudson Street, 12th Floor, New York, NY 10014.

Periodicals postage paid at New York, NY and additional mailing offices. Copyright © 2012 Simmons-Boardman. All rights reserved. Printed in the U.S.A. No part of the magazine may be reproduced in any fashion without the expressed written consent of Simmons-Boardman. Qualified U.S. bar owners may request a free subscription. Non-qualified U.S. 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 and 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 each.

Subscriptions must be paid for in U.S. funds only. For Subscriptions, address changes, and adjustments, write to: Bar Business Magazine, PO Box 10, Omaha, NE 68101-0010. Instructional information in this magazine should only be performed by skilled crafts people with the proper equipment. The publisher and authors of information provided herein advise all reader to exercise care when engaging in any o 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. All rights reserved.

POSTMASTER: Send address changes to Bar Business Magazine, PO Box 10, Omaha, NE 68101-0010.

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Bar Business Magazine May 2012

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Two Pr Pr emier P r emie emier r Events Under Under One Roof

June 26-27 2012

Tuesday and Wednesday 11:00 - 5:00 Daily

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Bar Room Drawl

By Chris Ytuarte editor-in-Chief

The Nightlife Industry Is In Good Hands As a notion, the headline above, in some way, may actually be counterintuitive to the need for Bar Business Magazine reaching you each month. But I happen to know that, while you may be handling your business well, we can always help you handle it better. And in reality, the title of this column refers more to a underlying theme for the May 2012 issue which you’re about to enjoy: The bar business has become hands-on, at least when it comes to technology.

manipulation in order to be best utilized in bars and clubs. As technology gets faster, it gets smaller, and it becomes more likely that most of the work that needs to be done in nightlife operations will be manageable via handheld devices and smartphones.

And that is what brought about a confluence of topics this month.

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Bar Business Magazine May 2012

MAGAZINE

May 2012, Vol. 5, No. 4 Bar Business Magazine (ISSN 1944-7531) is published by Simmons-Boardman Publishing Corporation 345 Hudson Street, 12th floor New York, NY 10014 executive offices

President and Publisher Arthur J. McGinnis, Jr. Associate Publisher Arthur J. Sutley 212-620-7200; fax: 212-633-1863 asutley@sbpub.com editorial

"If life gives you lemons, you should make lemonade.

Then try to find somebody who's life is giving them vodka, and have a party."

— Ron White

We all know that hands have played a prominent role behind the bar since the very beginning; no great cocktail has ever been created without two skilled appendages working the ingredients and mixing them up. This industry is 100% reliant upon palms and digits working hard. As with all of our issues, this month we follow that age-old trend with stories on contemporary cocktails and the glassware they live in, plus an in-depth look at the gin category, including recipes requiring hands for construction.

But we go beyond the spirits and spirit of hands-on mixology with four feature articles on modern on-premise technologies that are either entirely handheld, feature handheld hardware as an option, or simply require digital

BAR BUSINE$$

All three of our How To articles focus on technology that does, will, or can incorporate handheld equipment.

We look at POS that is cost efficient and often includes hand devices; How To use mobile phone apps to boost business is a must read; and How To gaming shows that some entertainment options are being put into the hands— and phones—of your patrons.

Finally, a feature piece on security and alarm options on-premise reveals that major providers, such ADT, are shrinking their technology to provide bar owners handheld power to protect themselves, their property, and their valuables, all from the palm of their hand via personal smartphones.

So where is all of this heading?

Think of the 1950s song by English singer Laurie London: “He’s got the whole world, in his hands…”

Editor-in-Chief Chris Ytuarte 212-620-7223; fax: 212-633-1863 cytuarte@sbpub.com Assistant Editor Sara Kay 212-620-7220; fax: 212-633-1863 skay@sbpub.com art

Corporate Art Director Wendy Williams wwilliams@sbpub.com production

Corporate Production Director Mary Conyers mconyers@sbpub.com

circulation

Circulation Director Maureen Cooney mcooney@sbpub.com

advertising sales

Art Sutley, West Coast 212-620-7247; fax: 212-633-1863 asutley@sbpub.com Vanessa Di Stefano, E-media 212-620-7263; fax: 212-633-1863 vdistefano@sbpub.com circulation department

800-895-4389

www.barbizmag.com

Booze News A Breath of Fresh Air Haiku® ceiling fans make a visual impact while improving customer comfort.

Ceiling fans are no longer alternatives, but rather necessary components for an effective HVAC system, aiding in year-round comfort. While traditional ceiling fans were less than stylish in both appearance and function, the new high-efficiency Haiku fans feature coolrunning direct current motors and sustainable materials.

Haiku, the most efficient fan certified by ENERGY STAR® utilizes Sensorless Drive Technology™, requiring only 2 Watts of electrical input power at its lowest speed. Haiku guarantees silent and balanced operation, and features ten settings, including the exclusive Whoosh™ mode to simulate natural airflow. Providing a natural and efficient supplement to air conditioning, Haiku ceiling fans make a strong statement about sustainable design and your commitment to customer comfort.

“With all of these options, bar managers and owners can select the perfect setting to keep customers comfortable without sending tips and napkins aflutter,” explained Elyse Vincent, commercial communications manager for Big Ass Fans. “This customizable airflow and extreme efficiency make Haiku ceiling fans ideal for bars.”

Haiku’s unique materials include ultra-renewable Moso bamboo or a rigid, glass-infused matrix composite that’s suitable for outdoor use.

“Alfresco dining areas and covered patios can quickly become uncomfortably hot if the natural breeze dies down,” Vincent said. “Haiku fans eliminate the guesswork, keeping guests comfortable on your patio all summer long—and increasing your capacity indoors.”

Used indoors, bars can efficiently decrease their reliance on air conditioning by utilizing ceiling fans to make customers feel up to ten degrees cooler. Additional

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Bar Business Magazine May 2012

air movement creates a cooling sensation as the breeze passes over occupants’ skin, allowing managers to raise the air conditioning setpoint without impacting comfort.

In the winter, ceiling fans run at low speeds can help bars reduce their heating costs by gently circulating the warm air in the space, creating uniform temperatures without causing a draft.

Keeping the natural breeze blowing outdoors, augmenting air conditioning inside, circulating heat in the winter and providing a unique centerpiece to your décor, Haiku fans add a memorable punch to your bar.

www.barbizmag.com

Special Spring Offer for BarSmarts® WIRED A recently released study authored by the CDC (Center for Disease Control and Prevention) in Atlanta, Georgia, claims that one in ten “binge drinkers” (five or more drinks in one sitting) get behind the wheel, and that half of those drivers leave directly from a bar, restaurant, or nightclub.

The study furthermore suggests that, despite nearly every U.S. state having laws that prohibit bars from selling alcohol to intoxicated patrons, there is not enough enforcement personnel to uphold such regulations.

“These are among the most disregarded laws in the country,” says Dr. Timothy Naimi, an epidemiologist with the CDC’s alcohol program. “We’re trusting these licensed establishments to serve responsibly, and more than half of the intoxicated people who drive have been drinking in these places.”

Don’t be surprised if this study becomes ammunition for politicians to push for stricter enforcement of over-serving regulations via newly proposed legislation in the near future.

Diageo World Class Beginning April 4th, Diageo has begun honoring bartenders and mixologists by debuting the renowned Diageo World Class program in the United States in conjunction with the United States Bartender's Guild (USBG). This unique, international cocktail training program will champion the art of the crafted cocktail and name one talented bartender the first-ever World Class U.S. Ambassador, who will represent the United States at the Diageo World Class Global Final in Brazil this coming July.

"Diageo has always been committed to the professional and educational development of bartenders and mixologists around the globe," said Mark Schulte, Diageo's Senior Vice President of Customer Marketing. "We are extremely exicted to strengthen this long lasting relationship with the trade by working with the USBG to extend the Diageo World Class program to United States."

To participate, bartenders and mixologists can register at www.DiageoWorldClassUSA.com and complete three online educational modules which will enrich their skills and knowledge of the art of the cocktail. The modules will focus on the history of classic and innovative recipes, experienced both behind and in front of the bar. These studies will cover topics such as Classics With a Twist Asian Influences and Gentlemen's and Women's Drinks. www.barbizmag.com

NO BOLLOCKS:

Newcastle Brown Ale Launches New Advertising Campaign

Newcastle Brown Ale announced a new, national advertising campaign titled “No Bollocks.”

The campaign marks the first time Newcastle has invested in national TV ads, created by the brand’s new agency of record, Droga5. Shot on location in Newcastle, England, the ads examine the brand’s story, including its history, the glassware and the brewmaster.

“With this campaign we are going to be very honest with our consumers. Our guys know it when they are marketed to, so we believe it’s time for a beer brand to give it to them straight, just like their best mates would do,” said Charles van Es, brand director, Newcastle Brown Ale. “The people of Newcastle, England – Geordies – don’t take themselves too seriously, love a good joke, and most importantly, they tell it like it is. Our ads celebrate these traits by using a no-nonsense approach, where we are not over promising anything.”

“Newcastle Brown Ale speaks for itself with these spots, by communicating authentically about the

brand’s heritage. We’re also giving our drinkers more credit – and we believe they can handle the truth,” said David Droga, founder and creative chairman of Droga5.

The “No Bollocks” campaign launches with national TV spots beginning on April 2. The media mix includes digital and inbar advertising, and the campaign will also influence on-premise elements, events, social media and PR activities.

To learn more, and see the spots, visit Newcastle Brown Ale on YouTube and Facebook and www.newcastlebrown. com.

May 2012 Bar Business Magazine

9

Check The Pulse of Your Business

Booze News

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10

flipflop wines (www.flipflopwines.com) announced the extension of their wine line with six new varietals. The varietals, which include Malbec, Sauvignon Blanc, Sweet Red, Bubbly Chardonnay, Bubbly Moscato and Bubbly Pinot Grigio, will be available in stores starting in 2012. In addition, flipflop will launch several of their existing varietals in the 1.5 liter size in several states across the country.

“We observed there was a need for everyday wines and bubbly that are expressive and well balanced, but also moderately priced and can be enjoyed at any occasion," said Todd Ziegenfus, senior marketing director flipflop wines. “We like to say we create seriously good wines, but that we don’t take ourselves too seriously in the process - flipflops’ new varietals embody this philosophy perfectly.”

Because of their successful launch earlier this year, flipflop’s Moscato, Pinot Grigio, Chardonnay, Cabernet Sauvignon and Merlot varietals will launch in the 1.5 liter size in several states across the nation, including CT, MA, MD, NH, NJ, NY, PA, RI and TN.

Bar Business Magazine May 2012

32534_ADT_BB_3rdPG_SBIZ.indd 1

4/25/12 3:12 PM

Since flipflop wines’ launch in January 2011, the brand has quickly become one of the fastest growing wine brands on the market. Wine experts and casual drinkers appreciate the well-balanced flavors and unique characteristics of the wine.

Delicious without being pretentious, these award winning wines under $10 SRP for a 750ml bottle are approachable and enjoyable with or without food. The five new varietals will join Cabernet Sauvignon, Chardonnay, Merlot, Moscato, Pinot Grigio, Pinot Noir and Riesling to enhance the flipflop collection.

As flipflop wines approaches its second birthday, it will continue its groundbreaking partnership with Soles4Souls, the international shoe charity.

Proceeds from the sale of flipflop wines will continue to benefit Soles4Souls. In addition to its own contributions, flipflop has spread awareness of the charity through programs like the “flippin’ good deeds Challenge” and the “Give the Gift of Giving” Sweepstakes.

Visit www.UDWS.com for more information. www.barbizmag.com

Like most spirits, Tales of the Cocktail® keeps getting better with age.

2012 , h t 9 2 h t July 25 New OrLeaNs, La Tales of the Cocktail salutes the generous spirit of their sponsors:

Over the years, Tales of the Cocktail® has aged quite well. From a small gathering of cocktail lovers to the annual meeting place for all those mesmerized by the art of mixology. Now, as we celebrate our 10th Anniversary, we’re ready for the biggest Tales of the Cocktail® yet. Join us in New Orleans for five days of culture, cuisine, conversation and the best cocktails ever made at a festival that just coming of age. To learn more about this historic event and to get your tickets and book your hotel rooms, visit TalesoftheCocktail.com.

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Liquid Assets

The Aviation (c. 1916) 1.5 oz Hendrick’s Gin 0.5 oz fresh lemon 0.5 oz maraschino liqueur 1 bar spoon crème de violette

GIN: Traditional, With a Twist

*Combine ingredients in mixing glass, add ice and shake vigorously.

Fine strain into chilled cocktail glass and garnish with lemon peel.

By Sara Kay

I

t seems that every time we talk about gin, the sentiment is always the same: gin is great and getting better as we speak. This time around, that sentiment is still valid, but gin is not only getting better, it is truly becoming unique within its own category.

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Bar Business Magazine May 2012

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For the longest time, gin producers subscribed to the school of thought that gives a simple and finite gin equation: take neutral grain spirit, infuse with botanicals, heavy on the juniper, distill, repeat. However, with the ever-expanding knowledge of cocktail enthusiasts, distillers and people who like nothing more

When John McCarthy, Beverage Director for the Highlands Restaurant Group in New York City, started working with Nolet’s Silver Gin, he immediately understood why this spirit was designed as a cocktail gin. Unlike a standard dry gin, which is very juniperheavy, the tasting notes of

than to experiment with different flavors, making it by-the-book seems almost like a thing of the past. Traditional gin is classic and fantastic, and always will be, but there’s no reason why the category can’t branch out and prove that it is truly one of the best and most mixable spirits. Rather than focus on the juniper aspect of gin, which is a definitive ingredient, gin producers are working with sweet berries, stone fruits, citrus, vegetables and flowers to incorporate some amazing flavors that will work perfect for any and all cocktails this spring season.

Nolet’s are Turkish Rose, white peach and raspberry. This fruitiness, while something new to the gin category, is making its way into an array of different cocktails that go above and beyond the classic gin martini.

“This is unlike any gin you’ve ever tasted,” says McCarthy. “It’s rose, peach, raspberry and not heavy on the juniper, lemon, orange or lemongrass and other heavy classic gin flavors. It’s great because it’s light and floral on the nose, but it has this weight on the body. It’s a very different gin experience.”

At Whitehall Bar + Kitchen, one of the venues that falls under the Highlands Restaurant Group, McCarthy is making some truly exciting cocktails using Nolet’s that are not only emphasizing the brand’s flavors, but showing just how versatile gin can be as a spirit, especially in the spring.

“Gin is perfect for the spring and summer because it is lighter, it’s light in color, lighter in body, lighter in flavor,” he says. “It’s also easily mixable with tonics, sodas and cordials. It’s so versatile.

When we were setting up the cocktail program here, I was

Lynnette’s Own 2 oz NOLET’S Silver Dry Gin 0.5 oz Lemon Juice 0.75 oz St. Germain 2 Dashes Rose Petal/ Applejack Bitters

“Spring is probably the most appropriate season to work with gin.”

“Premiumization” in the tequila industry ranges from those looking for crossover from luxury vodka drinkers (far left), to those who prefer to remain traditional in flavor, history and packaging.

Elderflower Collins 2 oz Hendrick’s Gin 0.75 oz st. germain liqueur 0.5 oz fresh lemon Top with soda water *Combine all ingredients except soda water in a mixing glass, add ice, and shake vigorously. Strain over ice into tall glass and then top with soda water. Stir gently and garnish with lemon wheels and cucumber twist. (note: this is the favorite cocktail of Hendrick’s master distiller, Leslie Gracie.)

Shake and strain into a coupe glass, garnish with a lemon twist.

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May 2012 Bar Business Magazine

13

Liquid Assets talking with my owners and talking about what classic gin cocktails we wanted to use, and it was more like, ‘What classic cocktails do we not want to use?’ There are hundreds.”

The use of uncommon herbs and botanicals is also present in Caorunn Gin, a spirit made in the Scottish Highlands. While the use of traditional gin botanicals such as juniper and angelica root are present and recognizable, incorporating more floral and fruity notes makes Caorunn an incredibly crisp and smooth drinking experience.

“Gin has a very crisp, versatile taste,’ says Ibolya Bakos, Global Brand Manager for Caorunn Gin. “Traditional gin botanicals, like juniper, angelica roots, coriander and citrus fruits, combined with the more exciting unique ingredients, give it that refreshing kick. Gin’s exotic flavors work well in cocktails because they really add something to the drink’s character, instead of being just a filler.”

While Scotland isn’t the most common place for a gin to come from, Hendrick’s Gin is yet another spirit that not only derives from Scotland, but follows the same train of thought as Caorunn and Nolet’s.

Hendrick’s, also referred to as “the most unusual gin,” embodies the idea that a traditional gin is great, but why not

BLOSSOMING PEAR 1 oz Van Gogh Gin 1 oz Van Gogh Blue Triple Wheat Vodka 1/2 oz Cocchi Americano 1/2 oz Dolin Blanc Vermouth 1/4 oz Pear Brandy Stir all ingredients, strain and serve up in a coupe. Garnish with a burnt orange peel.

make it unique and incorporate some unfamiliar flavors for a gin as well?

Mark Stoddard, West Coast Brand Ambassador for Hendrick’s, has been driving brand awareness all over the Western half of the United States, informing people about this unique and unusual spirit, and getting bartenders and bar owners alike into the mindset that a gin can still be a gin, even if not in the traditional sense. Ingredients such as Bulgarian Rose, fresh cucumber, elderflower and chamomile tea play an essential role in “Gin’s exotic flavors the different flavor notes that come out of Hendrick’s. work well in cocktails “Spring is probably the most appropriate because they add season to work with Hendrick’s,” says Stoddard. “When I think of spring and to the drink rather than cocktails, I think of a fresh, floral and green just being a filler.” flavor profile. Hendrick’s is a lighter style of gin; it’s floral and well balanced and plays nicely with the flavors of floral and nice green flavors.

People are excited for this time of year, birds are chirping and flowers are blooming. Excitement builds and we want to encapsulate that in our cocktails.”

The gin cocktails being made with Hendrick’s are No. 11 not only playful, but incredibly well thought out.

2 oz NOLET’S Silver Dry Gin While many of them are 0.25 oz Simple Syrup simple in heightening 3 Dashes Orange Bitters classic cocktails such as the Stir and strain over ice, Gin and Tonic and the garnish with orange twist.

Aviation, others are

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Bar Business Magazine May 2012

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Caorunn Blush capitalizing on the rare gin flavors of Hendrick’s, as seen in The Grassy Knoll, Ingredients: made with Hendrick’s Gin, New Zealand 2 oz Caorunn Gin Sauvignon Blanc, White Vermouth, Verjus 6 oz Fentimans Tonic Water Blanc, and Celery Bitters.

Angostura Bitters (2 dashes) “Gin is a blank canvas , as far as when Method: Add cubed ice to you’re producing it and mixing with it,” glass, add gin, tonic and 2 explains Stoddard. “Gin can be made from dashes of bitters. Stir thinly hundreds of different botanicals, herbs, slice apple and lemon wheels spices, fruits, roots, bark—they can all be a until evenly spread component. When you’re distilling a gin you throughout. have this blank canvas to make a masterpiece.”

Garnish: Apples slices, Whereas these gins are mostly made for lemon wheels. the purpose of mixing with cocktails and Glass: Rocks Glass enhancing their already different botanicals, Van Gogh Gin is quite different.

While the cocktails made with Van Gogh are excellent and perfect for spring, Tim Vos, Master Distiller for Van Gogh Gin, finds that this special spirit is best or with few other ingredients, to make sure the focus is consumed in its simplest form—with tonic, on the gin itself. “Because of the ten herbs in the gin, it makes it very refreshing,” says Vos. “Some gins can be very perfumed, and with tonic you have an outstanding BLUEBERRY HILL flavor and taste, but we like a more ‘manly’ kind of drink.

1.25 oz Van Gogh AçaiI don’t like when gins are perfumed and over power the Blueberry Vodka tonic. It should be a nice combination between the two.”

3/4 oz Van Gogh Gin 1/2 oz Simple Syrup 1/2 oz Lime Juice Dash of Fresh Ginger

Add all ingredients into a mixing glass with ice. Shake well and strain into a chilled martini glass. Sink 3 blueberries into the glass.

Your Personal Bartender in a Bottle!

www.BestBloodyMarys.com www.barbizmag.com

May 2012 Bar Business Magazine

15

Tuning Up

The Art of PromoTing

By Chris ytuarte

last month we looked at ways to book celebrity appearances for your on-premise entertaining purposes. but no matter what you provide your patrons, it won’t work unless they know about it, so promotion is paramount.

P

utting forth the best product in the bar business will only get you so far. After all, if a tree falls in the woods, and no one is around to hear it, did it really make a noise? Keep that in mind when you ponder your on-premise events and specials: If no one is around to enjoy them, did they really happen? And more so, did you make any money by putting them on?

The Tuning Up column is all about on-premise entertainment— DJs, audio/visual, live music, karaoke, jukeboxes, etc. Whatever your customers crave in order to stay engaged with your venue, we cover here. But sometimes, you need to go beyond the basics to bring in new patrons and excite your existing base. And that’s what a great promotion can do.

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Bar Business Magazine May 2012

A proper promotional event can be—literally—a lifesaver for a struggling bar, and can provide a surge in sales for a stagnant location. But to make it work, you have to keep the “Three P’s” in mind: planning, promotion, and presentation.

Without full commitment to all three components, your best effort will fall short.

Remember, there is a definitive mindset for successful promotions. It involves several aspects:

Defining Your goal This is critical. What are your objectives? Do you want to increase sales on a night of the week that business is not what you would like it to be? Do you want in general, to increase www.barbizmag.com

Tuning Up traffic for daytime, Happy Hour, or night times? This is the first step that is needed for a successful promotion to begin evolving.

The bar business has always been challenging and competitive.

Throughout modern history, owners and operator of bars, restaurants and nightclubs and their fellow promotional consultants have always looked for ways to increase traffic at a minimal cost for both the owners and the customers.

Promotional events create more revenue not only for the business itself, but make all of your employees feel they can earn more. They will be more productive knowing that there’s something in it for them.

ask yourself: what is going to create a fun-filled day or night for my customers, enough so they tell their friends to come too? getting organizeD Have a plan. Sit down with management and get started planning an event, whether it’s a theme night, introducing a new format, a sporting event, or a fun and crazy way to get your customers involved; after all, they do go out to have a good time! Your mind set should be, “What is going to create a fun-filled day or night for my customers, so that they’ll tell their friends to come out and party?”

Put your plan down on paper, think it out, and keep a record of what went on so that next time you have a blueprint of the event. The benefits of a promotion are many. It will give your employees something to talk about to your customers, and a successful promotion will keep your venue’s name on everyone’s lips, both clients and workers alike. Word of mouth is the key to a successful promotion and top of mind awareness is the key to successful branding.

TOP 5 MOVIES ABOUT BARS 5 BARfly This 1987 downer based on the even more depressing Charles Bukowski novel may not be the best tool to encourage customers to come on down to the tavern for a cocktail, but along with a vintage Mickey Rourke performance, it’s also a pretty realistic vision of how this industry can degenerate very quickly.

4 TREES lOUngE Steve Buscemi is a classic Long Island loser in this 1996 indie about a dive bar and the oasis of oddballs that inhabit it daily. Throw in Buscemi’s character rolling around in an ice cream truck for work, and you’ve got a truly offbeat look at suburban bar life.

3 PORky’S In 1982, this film took a genre of R-rated comedies made famous by National Lampoon and crossed the line into pubescent antics like no other film before it, and it was all based on a bunch of buddies who strive to gain access to the legendary namesake bar in the title.

Pee Wee, Meat—cheers to you, boys.

2 COCkTAIl Before Tom Cruise was a couch-surfing punchline religiously aligned with aliens, he was the smoothest, coolest slinger of suds and drinks this side of Singapore, starring as the great Brian Flanagan in this 1988 classic. His bartender poet scene still stands as one of the most awkward two minutes in movie history.

1 ROAdhOUSE RIP Patrick Swayze, but we’ll always have Dalton to remember you by. As the “cooler” in a tough Texas bar, Swayze set the standard for calm, cool, collected, and quotable nightlife characters, never to be topped.

Rounded out by Sam Elliott’s amazing mentor role and Ben Gazarra’s excellent bad guy, this is the cream of the crop when it comes to bar films. Remember: “Pain don’t hurt.”

www.barbizmag.com

May 2012 Bar Business Magazine

17

Tuning Up execution Let us just look at what day or days of the week we need to promote. I say you need a promotion for every day of the week, including theme nights, ladies nights, industry nights, and karaoke, just to mention a few. Besides the beverage specials and/or food specials, give customers a reason to come in as often as they can. Target a day or days of the week that you to “need to kick it.” Let’s say that Wednesday, Friday, and Saturday are busy. Then I would start with Thursday. That way you create “critical momentum”—four strong money days in a row. It diminishes your competition’s chance to move in on your action. Then you would move on to Monday and then Tuesday, and these are just examples. Your days may be different, but you get my drift.

Make sure that all areas are covered.

Nothing makes me more furious than going to a business to see a great promotional concept only to find out that they are totally unprepared—not enough help, runing out of product, music not in sync with the event, the business is not clean inside and out, restrooms are a disaster, and so on. All this preparation and no follow through?

Just like a sports team going to playoffs, the coach is responsible to have the team ready and operating like a well oiled machine.

Your business is our business

This is the industry’s how-to resource Text in g:

ld be doing it Why you shou started and how to get

E$$ BAR BUSIN Publi catio n The How- To

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Welcome!

How To: Create

a Killer Sound

January 14, System

Music is, by far, one of the most successful bar important componen or club. Whether ts of any hottest nightclub, inspiring all-night prompting intoxicate dance parties or providing soothing in the d sing-a-longs in a local tavern, the right (or wrong) background ambiance for conversational music can make crowds, bar, and even (or break) a great affect its overall night in your success as an more establishment....Rea d

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PM

Any great promotion will include a great gift or award for your customers, which rewards their loyalty and keeps your venue fresh in their mind. One company, Vacation Adventures (www.vacationadventures. biz), can help your promotions create the impact that you need.

“We are a wholesale broker of vacation packages,” says Vito Vito Finizio, President and Owner of Vacation Adventures. “Our packages include air and hotel to over 15 desirable destinations. We not only provide you with the prize for your promotion, we will assist you with POS table tents, buttons, flyers and free promotional ideas.”

As a longtime bar owner himself, Finizio knows the value of a high-quality promotion. “If you can keep your beverage and food prices up and offer a great prize at a very low cost, it becomes a win-win for you and your customers,” he says.

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How To:

Maximize Your POS

ROI

C u T h e B t t i ng igge s T Cost s

By Sar a

Kay

Owning and managing a bar or nightclub is not a cheap venture; every ounce of care that is put into the space, from buying furniture to laying down hardwood and everything in between, costs money. So why not try to pinch a few pennies while you’re at it? By finding an inexpensive and efficient POS system, which happens to be one of the most expensive purchases for a venue, bar life is sure to be a whole lot sweeter.

W

hether you are opening a new establishment or keeping your steady venue afloat, it’s never a bad idea to keep the amount of money being spent on the lower side. One of the most expensive pieces of equipment inside any sort of venue—bar, nightclub or restaurant—is the Point-Of-Sale, or POS system. While several systems can rack up a bill of $30,000 (and that’s just for the computer system alone), there are some gems that will not only save you a few dollars, but they will also keep your venue running smoothly.

Unfortunately, one of the most expensive items to have in your bar or nightclub is also one of the most pertinent

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to business. A reliable and efficient POS system can mean everything when it comes to a place that really focuses on organization and keeping costs low. The Harbortouch POS system absolutely fits the bill when it comes to efficiency as well as being budget-friendly. While most companies will charge for the computer as well as the credit card processing, Harbortouch (www.oneharbortouch. com) finds that they are able to make more of a profit, and keep customers happy, by only charging for one. The computer, and a great one at that, comes free of charge, and the only bills to be paid on it are the credit card processing fees. Seems too good to be true, right? Well luckily, it is very true indeed.

“Our core business is we’re a credit card processor. We

May 2012 Bar Business Magazine

19

How To: have 120,000 merchants and process 11 or 12 billion dollars a year in credit cards. We’re a big corporation, and we make money off the credit card processing, we just make it over a long period of time,” says Jared Isaacman, Founder and CEO of Harbortouch. “If we can put a nice POS system in a bar and match whatever their credit card processing rates are, we can afford to make a large investment by putting the hardware in, installing it and explaining it. We can afford to make that investment because we’re going to make it back over a long and rewarding relationship with our merchant.”

The Harbortouch system is unlike many others not just in price, but also in the way that they treat their merchants before, during and after the system is installed in their venue. Rather than install the computer system and leave their customers high and dry to figure out the rest, the Harbortouch team keeps tabs on each system that they install, and makes sure that any and all people who will be coming in contact with the system knows how to use it and who to call if there is a problem.

John Ferrera, owner of Franklin Steak House in Nutley, NJ, has been a Harbortouch user since he opened up his restaurant and has seen nothing but success in all aspects of his business. Not only has he been able to track all of his food costs, down to the very last shrimp in the kitchen, but he has been able to get some of the best customer support from the people at Harbortouch.

“It’s a very good system. They had some intense training for me and some of the managers that was more hands on, but they set up training for all employees. I’ve gone further

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Bar Business Magazine May 2012

“If we can put a nice POS system in a bar, match whatever their credit card processing rates are, we can afford to make a one thousand dollar investment by putting the hardware in, installing it and explaining it. We can afford to make that investment because we’re going to make it back over a long and rewarding relationship with our merchant.”

because I like to dig in, and their customer service is very good. Anything from Harbortouch, the guy we know the most is the guy we bought it from, and anything we get

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done the salesman is here. It’s nice to have him around, he can get in touch with people quicker. I would recommend this company to anybody.”

While it may seem like there’s a catch based on the fact that this state-of-the-art equipment is being sold and installed for free, it’s actually a fairly simple equation that the people at Harbortouch have discovered, which ends up being beneficial not only for themselves, but for their customers as well.

“When we tell customers that we’ll put everything in free of charge and make it back over many years, they get skeptical, so we explain we’re going to match whatever their current processing rates are and make it back and get a return,” says Isaacson. “We are vested in the process, and we love that.”

Just like Harbortouch, the MICROS system (www. micros.com) is also a budget-friendly POS option. By charging customers in a “pay as you go” system, the user is able to determine how much they want to pay, rather than pay a flat fee for the entire system.

“MICROS has a modular design where each operator has the freedom to select exactly what features and functionalities are to be included on the system based on operational needs and budget,” said Ed Chapel, Senior Vice President, MICROS North America Distribution. “The operation can always add on modules at a later time as the business expands or budget grows. All restaurant operations deserve a topline system that has at least basic functionality to improve operations, save time, and better the customer experience. MICROS provides various options and modules to customers so they can find a system that matches their desired functionality and budget.”

So if it’s common knowledge that such a crucial part of the operation is usually the priciest part of it as well, why not shell out the extra dollars to make sure the equipment is the top of the line? When shopping around for a POS System, it’s important to pay attention to what comes with the system as well, to make sure that there is as much bang for buck as possible. With systems like Harbortouch and MICROS offering a multitude of features for a lower cost, the customer is constantly benefitting.

“When you think of budget-friendly, you think of lower quality or junk, and I think recognizing that our customers aren’t paying for it, and that it’s an investment on our part, we have an incentive to provide the best hardware and support,” says Isaacson of Harbortouch. “It’s economical and budget-friendly, but it’s the best hardware on the market, with the best support behind it. If it breaks, every day that merchant isn’t processing credit cards, we get farther behind in our investment. It’s a tremendous win in all respects.”

A budget-friendly win—the best type there is.

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By charging customers in a “pay as you go” system, the user is able to determine how much they want to pay, rather than pay a flat fee for the entire system.

May 2012 Bar Business Magazine

21

S

How To:

Invigorate Your Coin-op Cash

Flow

Who Got

GAME? The games may change, but the goal remains the same: Keep your customers engaged with on-premise coin-op entertainment, and they’ll spend more at the bar. Along with incorporating the top technology, creating competitive environments with teams, leagues, and awards can generate strong loyalty amongst patrons.

By Chris Ytuarte

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Bar Business Magazine May 2012

C

“

ompetition has been shown to be useful up to a certain point and no further, but cooperation, which is the thing we must strive for today, begins where competition leaves off.” —Franklin D. Roosevelt My man FDR was on to something here. After all, the very nature of competition typically leads to the protagonists bonding at the conclusion of a contest (think Rocky Balboa and Ivan Drago in Rocky IV). And nowhere is that sentiment more apparent than after a good-natured bar room battle between two individuals or teams striving for the ultimate goal—free beer.

The bar league team is as old as sport itself. The games of the first Olympiad, held in the sultry summer of 776 B.C. in Greece, were famously cooked up by Socrates and Plato after their local watering hole was deemed to small for the javelin toss. [Ed. Note: This may be historically inaccurate, or all together false.] But regardless of their origins, bar games, leagues, and teams have been a longstanding method for owners to create a community around friendly competition.

Today, coin-op contests carry on the tradition, as some bar managers opt for a simpler route to building a cooperative of competitive coeds and cocktail enthusiasts. Rather than creating official teams and leagues, the ‘pop-up’ tournament option is one that allows for spontaneous sport on-premise, given the right equipment and approach. And of course, you’ll want to reward them in the end.

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And now for something completely different …

Haiku™ looks different because it is different. Its sleek profile conceals Sensorless Drive Technology™ that delivers an 80% improvement in efficiency over conventional ceiling fan motors. Confirmed by ENERGY STAR® as the most efficient small ceiling fan*, Haiku also won the prestigious international LiveEDGE award acknowledging excellence in electronic design for the global environment, as well as the red dot award, a prominent seal indicating quality design.

Haiku’s function is as beautiful as its form, with patent-pending Thin Sheet™ airfoils that provide smooth, silent airflow. With ten different settings, Haiku’s sophisticated control features include the exclusive Whoosh™ mode to simulate natural airflow, increasing perceived cooling by 40%*. These options let you choose the optimal level of airflow to cool guests without sending napkins, tips and hairdos aflutter.

The W Retreat & Spa Bali uses 25 Haiku fans in spaces designed by Poole Associates Private Limited.

Bring a breath of fresh air to your bar

A natural fit in lounges and alcoves, as well as patios and alfresco areas, Haiku’s stunning design makes a strong statement about your bar’s unique character. Consider it performance art for the ceiling.

Big Ass Fans® have been recommended by more than 4,000 design professionals. After a decade of engineering innovative air-movement solutions for large rooms, we heard your request: to make a small fan worthy

(877) BIG-FANS www.bigassfans.com/haiku

of being called a Big Ass Fan. Here it is. And it’s the most efficient. The quietest. The most sustainable.

*As of 4/1/2012 | * Indoor Air, Dec. 2000; Effects of turbulent air on human thermal sensations in a warm isothermal environment; Xia Y.Z., Niu J.L., Zhao R.Y., Burnett J.

May be covered by one or more of the following U.S. Patents: 6,244,821; 6,589,016; 6,817,835; 6,939,108; 7,252,478; 7,284,960; D587,799; D607,988, D612,476; D614,757, and other patents pending. ©2012 Delta T Corporation dba the Big Ass Fan Company. All rights reserved.

An ISO 9001:2008 certified company

How To: ON A ROLL Whether it's Golden Tee golf, electronic darts, video bowling, or some old-school Pac-Man, the main premise behind the best of bar room gaming is that everyone can partake. Granted, some may be better at shooting pool than others, and your foosball skills might trump your buddy's, at the end of the day, a great bar game or league is able to allow for the inclusion of all your customer.

Bay Tek Games (www.baytekgames. com) offers bar owners a contemporary take on Skee-Ball—an amusement park classic that translates well to the nightlife scene for almost everyone—in the form of Beer Ball. Given the appropriate space on-premise for the larger than average hardware, Bay Tek’s Beer Ball is a great coin-op tool for spontaneous gaming, organized tournaments, and postcontest branding.

“We offer t-shirts, coasters, wall brackets for tournaments, all the things that owners can use to brand the bar and remind competitors afterward,” says Jenna Woepse, Marketing Communication Specialist with Bay Tek. “But most importantly, we offer a fun game that not only encourages competition and interaction, it's also something that everyone is good at. Your female customers are never going to be scared to play Beer Ball, so now you've got your whole client base involved with this coin-op revenue source.”

With Beer Ball, Bay Tek offers not only a great coin-op revenue generator, but also a means to market and brand your bar with its accompanying posters, tournament brackets, beer coasters, and other items that combine the game’s name with the bar’s branding. To further encourage competitive play short of building brackets and tournaments, Woepse suggests placing two BeerBall machines side-by-side, which created more potential to promote contests than a lone piece of equipment. If space allows, it’s a wise investment.

TO THE VICTOR GO THE SPOILS We all know it doesn’t matter who wins, it’s how you play the game. Yeah, right. Whoever coined that phrase probably lost a lot. And while the friendly spirit of competition amongst your patrons is meant to cultivate a community of likeminded drinkers who love nothing more than spending money in your establishment (“Winning!”), at the end of the day, everyone loves a trophy to symbolize their triumph. And providing such a reward at the conclusion of your bar’s contests and tournaments not only makes the victor feel good (and feel like coming back for more), it also gives him or her something to take home, place on the mantle or parade around the office—and it has your bar’s name on it.

“Our trophies are so unique and eye-catching, people love to put them on their desk at work or in the house, and if there is anything these trophies definitely do, it’s spark

24

Bar Business Magazine May 2012

conversation,” says Steven Bard, who along with his son, Harrison, own and operate Far Out Awards (www. faroutawards.com). “And now there’s a conversation about this trophy happening, and the story of how it came to be, and it all starts and ends at your bar. That’s the best word-of-mouth advertising you can get.”

The trophies from Far Out Awards are not the same kind you got for winning the spelling bee in grade school, or when your sixth grade C.Y.O. basketball team won the sectional championship by beating a team full of future NBA players (Rafer Alston, if you’re reading this, you know St. Greg’s vs. St. Catherine’s still hurts). Rather, the Bard boys offer bar owners a cache of creative, kooky, and customizable trophies that, while suitable for dart league and Golden Tee golf tournament winners, aren’t limited to just coin-op contest coronations.

“We can make a trophy to honor pretty much anything,” says Harrison Bard. “The beauty of our products is that they are customizable, beyond just the basic wording on the plaque at the base. If you’re crowing someone the king of something, we can come up an appropriate trophy for it.”

That statement is easily validated upon viewing the online selection of trophies Far Out Awards has already fabricated, though that only scratches the surface of the possibilities. Even so, it’s hard not to imagine your customers coveting one of their existing awards for the best beer pong player, which involves a classic red keg cup spilling out a beer-like liquid and a ping-pong ball, all attached to a wood plaque with an engravable panel for bar branding and the winner’s name.

“When you give people a trophy this unique and unusual and memorable, it’s a win-win for your and for them,” says Steven Bard. “Not only will they remember this award more than a standard trophy, but they’ll remember where they got it from, and how much fun they had in your bar the night they won it, and how anytime people ask them about it, they talk about your bar.

And when that person is trying to figure out how he wants to spend his Saturday night, what bar is most likely to pop into his head?”

www.barbizmag.com

Creating the coin-op gaming community of your dreams is an attainable goal for bar owners, and doing so will undoubtedly boost your bottom line. Research the multitude of equipment options out there, and what fits your venue both physically as well as stylistically in terms of patron preferences and what your clientele is likely to be drawn to. Keep in mind the benefits of games that allow for spontaneous tournament play, and those that are unique enough to differentiate you from your competition (“Let’s go to BarX and play X!”). And when your customers win, reward them in ways they’ll remember.

Are you ready to play?

www.barbizmag.com

Friendly competition is exactly that—a sociable, communal conjoining of your patrons in the spirit of socializing while finding out who has skills when it comes to bar room gaming.

May 2012 Bar Business Magazine

25

How To:

Bar r u o Y e k a M More Mo bile

Is Your Bar MoBIle FrIendlY?

By Tom o'malley

Use mobile technology to drive foot traffic, engage patrons, and keep customers coming back.

r

egardless of your own personal usage habits, it’s difficult to ignore the current trends in mobile technology. There was a time, just more than a decade ago, that owning a cell phone was a rare luxury disguised as an excuse to play an 8-bit snake game for hours on end. This technology has not only evolved exponentially since then but it has forever transformed the way our society thinks, behaves and communicates. No matter where you look, the dim glow of a five-inch screen illuminates nearly everyone’s face.

Traffic, fellow pedestrians, even meteor showers become secondary to these people. If it’s not on their phone, they aren’t interested. Although to some, this may be considered the decline of human interaction as we know it, bar owners should be seeing dollar signs.

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Bar Business Magazine May 2012

The Future Is Here The home desktop computer, although functional and practical, was seamlessly replaced by the portable laptop. However, the notebook’s reign was short-lived with the mainstream introduction of smart phones.

Now, people literally have a world of information at their fingertips. With a few swipes and a couple taps, you can do everything from sending e-mail to reserving a table for dinner instantly—all from your phone. The crucial key for any local business, especially bars and restaurants, is to remain competitive by embracing this new culture. It is not a fad. It is not a trend. It is not a blip in history. This is the future and your customers have a whole new set of expectations.

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Blend well and enjoy the perfect online cocktail at

In print, in person and online.

The premier how-to resource.

How To: TouchTunes Releases Mobile App 2.0 TouchTunes InTeracTIve neTworks, the largest interactive out-of-home entertainment network in North America serving over 52,000 locations, recently announced the release of its second generation mobile app, myTouchTunes Mobile 2.0.

The free app allows users to find TouchTunes locations, create custom playlists, browse music, and play their favorite songs on any mobile enabled TouchTunes jukeboxes. The myTouchTunes 2.0 mobile app takes the TouchTunes experience to a new level with an all-new user interface, enhanced social interaction, more rewards, and new gamification features.

“TouchTunes continues to innovate in the social and mobile arena and is constantly working to enhance our customers’ in-venue experience,” said Charles Goldstuck, CEO of TouchTunes Interactive Networks. “We believe that the latest version of the myTouchTunes mobile app will continue its stellar growth and increase consumer engagement and music play across our network.” myTouchTunes Mobile 2.0 highlights include: * A richer music experience: SmartSearch technology allows users to search by artist and song and quickly find the music they love. Users can also import music and playlists from their mobile device into their myTouchTunes collection. * More social: Users can now view, comment and “like” their friend’s activities including, check ins and plays. It is now easier for users to share their own plays and check ins with myTouchTunes friends and friends on Facebook, Twitter and Foursquare. * New rewards and gamification: Users earn digital status pins and free credits as they play more TouchTunes music and rise through the ranks from “Front Row” to “World Tour VIP.” Users also compete to earn “House DJ” status for having the most check ins at their favorite TouchTunes locations, and can collect more fun digital pins for other achievements.

The mobile app is part of the myTouchTunes loyalty and rewards program that engages consumers and enables them to share their in-venue experiences with each other and over their social networks. Consumers can access myTouchTunes on the jukebox, online, and with the mobile app. The myTouchTunes 2.0 mobile app is available on the Android and iOS platforms.

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Bar Business Magazine May 2012

Google reports that currently 55% of all consumers use their mobile device to discover local businesses, services and products. A majority of bars surveyed are boasting nearly 30% of their website traffic is coming from iPhones, Androids, iPads and other popular smart phones & tablets.

There is infinite potential here to not only retain your current customer base but appeal to a whole new pool of potential patrons. So the question becomes, how is your bar embracing this technology?

From the authentic sawdust-covered irish pubs to the swanky A-list wine bars, mobile marketing is essential and the benefits are massive. It’s time to go mobile!

Mobile Websites If you monitor your bar’s website traffic, you’ll notice that almost a third of all visitors are browsing from their mobile device. And this number is growing rapidly every year. Although your website might look wonderful on a desktop computer, it is more than likely not ideal for a smart phone user. The handheld screen sizes of the iPhone and Android require visitors to pinch, zoom, tap and tilt just to gather the information they are seeking about your bar. Not to mention, several Javascript and Flash features that your desktop website uses don’t work properly on most devices.

A mobile-optimized website delivers a short & sweet version of your full website to users browsing from their phones. Clear text, big buttons and simplified layouts adapt perfectly to the smaller screens and patrons are able to easily find what they’re looking for. Full-service mobile website providers like DashCrowd (www.dashcrowd.com) are sprouting-up to exclusively cater to the bar and restaurant niche for a small monthly fee. With the use of an easy snippet installation, users visiting your website via a smart phone will automatically be directed to your mobileoptimized homepage. In addition to being an expected courtesy to your customers, a mobile website will eliminate the drop-off of potential patrons that get fed up and move on to the next Google listing.

There are plenty of creative ways to engage customers using your bar’s mobile website such as exclusive coupons, deals and discounts. These offers can be made available to phone users who sign up for your mailing list or follow your business on one of the social networks such as Facebook.

QR Codes You may not know what a QR code is but chances are you’ve seen them. Abbreviated from the term “Quick Response,” these black & white, pixilated, 2D graphics allow any smart phone to become a barcode scanner. The concept is simple: people are curious when they see a QR code.

They scan it to see what happens and what happens is up to you. Early adopters in other industries have reported this tactic is not only a convenience to the consumer but boasts an increased conversion rate as well.

Services such as QRStuff (www.qrstuff.com) make it very simple to generate and print dynamic 2D barcodes.

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Photo by CronaCh PhotograPhy (www.CronaCh.Com)

There are several potential applications for QR codes in your bar. At its most basic function, scanning a code could take the customer to your mobile website (mentioned above). You could also offer history, menus, daily specials, e-mail subscription, videos and more. Let’s not forget this is a bar, though, and people are here to have fun! Games and trivia are another alternative to the boring informational landing page that will surely entertain your customers and keep them in their seat longer.

With these increasingly familiar square barcodes, getting creative with placement is key. Try printing QR codes on coasters and napkins that offer more information about the particular drink they have purchased. This is also an opportunity to up-sell them a well-paired appetizer or similar beverage.

3rd Party Apps You don’t have to re-invent the wheel to take advantage of mobile marketing opportunities. There are hundreds upon hundreds of downloadable applications that exist solely to help people find a local bar. The iTunes App Store the most vastly robust marketplace for beer lovers, wine connoisseurs and sports bar fans in the world. The Android Marketplace is not too far behind.

Powerhouse apps like Yelp, CitySearch and Google Maps may dominate the “Find a Bar” sector of this industry but you simply cannot ignore the others! People use a variety of tools to plan their night out and your bar should catch their attention on each of them. Lesser known applications that can still yield significant foot traffic to your establishment include Bar Findr Touch, Zagat, YP, Sports Bar Finder, BarChannels, Untappd and the list goes on.

Many of these popular apps can have upwards of a million local users. All of which are searching for bars on their phone. Do your homework -- Find the apps that your bar should be appearing on and make sure you are listed and the information is correct. In many cases, there is a corresponding desktop website in which you can add, edit and update information about your business.

Check-Ins Logging on to any major social network will prove the growing prominence of check-ins. Not only do customers love sharing their whereabouts and experiences online with friends & family but the businesses they benefit as well from free social marketing. The domination of GPS-enabled smart phones has made this viral word-of-mouth concept possible.

The two leaders in the check-in game are FourSquare (www.foursquare.com) and Facebook (www.facebook.com). It is, of course, the preference of the user but FourSquare has a significantly larger piece of this particular market. A handful

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of the resources mentioned in the 3rd Party Apps section of this article also feature check-in capabilities.

Bars should be actively encouraging their patrons to check-in via FourSquare upon arrival. In exchange, offering badges, rewards and discounts to those who frequent the establishment often.

Making Mobile Work for Your Bar As the Summer time approaches, your potential customers are busy and on-the-go. Your bar’s presence on their mobile device means you can be there with them at all times. They seek simple information delivered fast and at their fingertips.

Cater to their mobile lifestyle and watch your profits grow.

The mobile revolution has begun. The resources outlined in this article are a great way to step into this exciting new realm but they barely scratch the surface. There’s no telling what the future of technology will bring. As a bar owner, it’s important to stay in touch with the latest marketing trends for the sake of both your business and your customers.

Tom O’Malley is currently the Web & New Media Manager at New York City Center. He is best known for conceiving ACEFEST in 2006, which was named one of MovieMaker Magazine’s Top 25 Film Festivals in 2010. In addition to his work in the Film and Performing Arts communities, he also maintains a partner position with Yorkville Designs in Manhattan, specializing in mobile technology, apps and information architecture.

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Call 800-447-4384 or visit www.BobTheBarGuy.com May 2012 Bar Business Magazine

29

A Sense of

y t i r u Sec

By Chris Ytuarte

As the economy stays somewhat stagnant, the temptation to pilfer to pad one’s pockets remains a threat to small business owners who don’t protect themselves from both external and internal theft. We talk to the experts about how bar owners can proactively do just that.

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T

here are two ways to approach life, relationships, careers, and business: You can be reactive or proactive.

Reactively, you make adjustments only after circumstances force you to do so; proactively, you recognize potential problems and act accordingly to protect yourself before they occur. I think most would agree that any great leader or successful person leans heavily toward being proactive, and in business, doing so can often mean the difference between profitability and outright failure. Reacting to a problem after it has already happened may already be too late.

This philosophical duality can apply to many aspects of bar ownership and management, wherein a proactive approach will always be better. But in our industry, where cash flow is king and maintaining capital for overhead and inventory is paramount, the thought of proactively investing in protective policies can seem just as dangerous as not doing so. And while we can understand that thought process, we cannot condone it, especially when it comes to on-premise security.

“Thinking about the most

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"The beauty of video surveillance— which we always recommend integrating with a full alarm system—is that for [the nightlife] industry, it helps you keep eyes and ears on a very complex operation."

mainstream idea of criminalized burglary, there are ranges between $1,000 and $5,200 of average impact that that kind of an event can have on a business,” explains Robin Stennet, Director of Small Business Marketing at ADT, a global provider of electronic

security solutions. “We can offer a small business owner something like our Pulse security system for under $800, and they’ll have a couple of wireless, indoor cameras and an interactive alarm system installed. So if you think about it in those terms, and you think about individual incidents of outright theft, it’s very easy to see the financial return. The key is convincing someone to spend that upfront dollar now as opposed to waiting until after they’ve had the loss.”

Unfortunately, that is easier said than done. “Bar owners are totally reactive, and then for the next year after an incident they’re very proactive, and then they forget about it and lapse back into their old patterns,” says Robert Smith, CEO and President of Nightclub Security Consultants in San Diego, California (www.nightclubsecurity.com). “In every area—from theft, violence, fights, shootings—it’s a reactive approach.

Because people in this industry can go for years without being victim of a crime, and they get lulled into a false sense of security. Then all of a sudden they get hit with a $20,000 theft or a huge liability incident, and now it’s a reactive approach. But you’re shutting the gate after the horse has left.”

While buying into a security

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system is a smart move for all the obvious reasons, these days it makes even more sense because of technology advancements that allow bar owners to monitor and control their environment in ever more convenient ways. From the palm of your hand—literally— you can now use your Smartphone to control the vast majority of a security system’s functionality.

“The real goal is to take traditional security offerings and use current technology to provide convenience and accessibility, and to start driving productivity in addition to the basic security measure we’ve always been focused on,” says Stennet.

At ADT (www.adt.com), the company’s new Pulse™ platform is a customizable, interactive security solution tailored to the needs of small business owners. A bar owner, using the Pulse app that can be installed on any Web-enabled device, including the iPhone and the Android, can oversee and operate a multitude of security options inside and around his or her venue.

“What ADT Pulse let’s you do is utilize the smartphone app to log-in to your system and do a wide number of things,” says Stennet. “You can arm or disarm your system, check video feeds from your surveillance cameras, and also do some new things like turn lights and off, activate some small appliance, and control the thermostat. All of this really makes security convenient.”

Bar and club owners and their management team can utilize Pulse to create an environment that is safe for everyone—ownership, staff, customers, and ancillary workers alike. Used in tandem with a standard ADT video surveillance system, Pulse can provide a true sense of security

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Continued technological advances from security companies like ADT can now allow a bar owner to manipulate multiple functionalities of their on-premise alarm system from their personal smartphones.

Bar Business Magazine May 2012

for bar owners.

“For a bar or nightlife location, we work to customize video solutions for our clients in that segment,” says Stennet.

“Obviously there is the issue of cash and credit transactions, which are very frequent, and if you were to have some kind of crime event you would want to be able to identify as many traits as possible about the activity. Secondly, these are businesses that tend to have some of the heaviest traffic, versus a standard retail location, in terms of consumer and vendor activity, such as deliveries. Between employees coming and going, having larger staff activity, and customers going in and out, being able to keep track of what’s going on in the parking lot and the back door and the bar area is increasingly important for this kind of business.”

“Then, of course, you have internal theft,” says Smith. “Any retail establishment is going to have employees who steal. The biggest factor for them is that they haven’t been caught before, and if they were caught they were never sanctioned; and at the end of the day, it’s easy. So a standard alarm isn’t going to do much there. You need video cameras along with your bi-weekly inventory checks.”

There are additional logistic benefits to a good security and surveillance program, beyond just the physical component of crime prevention. According to Stennet and Smith, installation of a security system can typically provide a 15% reduction on a business’ insurance premium (though that figure mostly depends on the carrier, and each bar owner should inquire with their insurance company beforehand). “Apart from being able to keep an eye on things and deter or capture for posterity any criminal activity, it’s also a way to help defend

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any legal actions or lawsuits that might come up against slip-andfall accidents and other liability issues that may be more inclined to occur someplace like a bar,” says Stennet.

Despite ADT’s global reach, the company prides itself on maintaining a grassroots network of local support for its clients, and as Stennet describes it, ADT prefers to enter into business with small business owners using “a partnership approach, as opposed to simply transactional.

“We’re the only major brand that has a dedicated force of small business specialists,” says Stennet.

“If you’re in New York or in Charlotte or LA or Topeka, we will send someone out to do a face-to-face needs assessment and a security review. We will walk your premises and talk to you about any crime you’ve experienced or your concerns

Video surveillance can be monitored remotely so you can keep an eye on the count.

about particular issues. We’ll advise you, based on where your telephone lines are placed, what equipment is available if you’re taking over a location, etc., and we will put together a solution and make recommendations to you.

“And we will take into account your budget. Even if ‘Package B’ would be perfect for your location, but you have to stay under ‘Budget X,’ we will work to find something that will be suitable for you to give you as much protection as we can.

It’s extremely customizable, and our entire approach is very much needs based, to build packages that will work for each customer. And that level of service extends to the installation process and beyond. Our people become your local security consultants, in a sense.”

So make the decision today to be proactive about security. After all, if your bar isn’t safe, how safe are you?

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May 2012 Bar Business Magazine

33

Cocktail Culture:

By the Glass

PART 1: THE HIGHBALL

By Bob Johnson, CBM

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In this three-part series from Certified Bar Manager Bob Johnson, we’ll take a look at some contemporary cocktail concepts based on the basic trio of standard glassware options universal to all bars: Highball, Collins, and Rocks. We hope this helps your staff follow their glasses to fulfill customer expectations.

Making drinks is not as easy as it looks. There should be a lot of planning and training that goes into every drink made at your bar. You should have a recipe manual for all bartenders to religiously follow, as you cannot take basic drink making for granted these days. Here are many of my secrets and techniques for improving your ability to make today’s drinks better, glass by glass, starting with:

HIGHBALL DRINKS

Glassware has changed from the basic, upright, thinner glass to a wider, taller 9-oz highball glass.

Most customers like this "big feel" glass, and it looks good. The glass seldom, if ever, breaks, and can be stored almost anywhere. You can stack this glass three high (though some states consider it a health code violation to stack glasses). It doesn't tip over easily on the bar, compared to stemmed highball glasses, and it is easy to wash.

Use a 9-oz glass for a highball if the house shot size is 1 1/4 oz of liquor per drink. Why? The mix-toliquor ratio is important for the best tasting highball drink. The ratio should be 3 or 3 1/2 parts mix to 1 part liquor (3 to 1).

Always fill the highball glass TO THE TOP with ice, and always start the drink with the liquor, then the mix, then the garnish. Use small cubed ice, as ice takes up about 40 to 50% of the space in the highball glass. A 9-oz highball glass filled with ice leaves approximately 4 1/2 oz of space for total liquid volume. If your house pour is 1 1/4 oz, that leaves 3 1/4 oz for the mix. The mix-to-liquor ratio is 3 1/4 to 1 1/4, or about 3 to 1, the ideal mix-to-liquor ratio. A highball glass bigger than 9 oz means more mix to liquor (unless you're pouring more liquor), and it's not the same drink.

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It's a good idea to pre-mix large quantities of Margaritas if they are a high volume item at your bar.

Make them a gallon at a time, and remember: There's no law that says you have to put a full shot in a Margarita.

Bars that use a 10- or 12-oz highball glass and only pour 1 to 1 1/4 oz of liquor per shot will have a pouring cost problem and a bartender/ customer problem. This liquor pour into such a big glass produces a weak drink (mix to liquor ratio is approximately 5/6 to 1), which the bartender will hear about from the customer. This forces the bartender to put more liquor in the drink to satisfy the customer, because the bartender is not about to offend the customer and blow his chances for a good tip.

Many sports bars use a 7-ounce highball glass. The perception of a “good drink” seems to be more critical to sports bar patrons. A 1 1/4-oz pour in a 7-oz highball glass gives you a mix-to-liquor ratio of about 2 1/2 to 1.

The most popular type of drink in bars continues to be the basic highball—a single shot of liquor with ice and mix in a 9-oz highball glass. The most popular type of liquor in the highball drink is vodka. For example, vodka and tonic/soda/ginger ale/7-up, or vodka and various juices, such orange (Screwdriver), cranberry (Cape Cod), OJ/cranberry (Madras), grapefruit/cranberry (Seabreeze), pineapple/cranberry (Bay Breeze), grapefruit with salted rim (Salty Dog), or grapefruit (Greyhound).

Rum, gin, tequila, scotch and bourbon are also popular liquors used in many different types of highball drinks: Rum and cola, gin and tonic, Scotch and soda, Tequila Sunrise, bourbon and ginger.

Other highball glass drinks: SOURS

Although anything can be a Sour (Scotch, gin, apricot) the whiskey sour is still the most popular, while the Amaretto Sour is still popular with women.

Bartenders must shake sours. The Sweet and Sour mix does not automatically mix with the Amaretto.

They must be forced together, so the drink tastes the same from top to bottom. Most bartenders do not shake Sweet and Sour drinks today. As a result you have all liquor on the bottom of the drink and all Sour mix on top. This is a terrible tasting drink. Long Island Teas and Margaritas are two more drinks that require shaking because of the presence of Sweet and Sour.

Any drink that uses Sweet and Sour must be shaken.

Many bars make Sours on the rocks in a rocks glass, but they should really be made in a highball

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glass. "Up" Sours and the accompanying “up” sour glass is a thing of the past. The garnish is a cherry or orange for all Sours.

MARGARITAS

Use a Highball glass or a specialty glass. Rim the glass with Kosher salt, but before making the drink, ask the customer if they want salt on the rim. If still not sure, place salt on only one-half of the rim. Now you have the best of both worlds!

This is one of the most popular drinks in America, along with the Martini, Bloody Mary and the Gin/ Vodka and Tonic. Margaritas can be made "up", "on the rocks" or frozen. The frozen Margarita seems to be the most popular because of the 5 gallon frozen drink machines. Just pull the handle and out comes a premade frozen Margarita. Or, it's made in the blender top.

Salt the rim of the glass.

1 Shot of tequila, 3/4 shot of Triple Sec (use non-alcoholic Triple Sec) 1 or 2 oz fresh squeezed lime juice from fresh limes (not sweet and sour) Dribble of simple syrup (or ½ pack sugar) (A dribble of Rose's Lime Juice could be added if you're using lemon or sweet and sour mix.)

Dash of OJ (takes away the tartness) Shake. Garnish with a lime wheel.

The best way to salt a rim is to take a lime wedge and run it around the outside of the Margarita glass, making as even a bead as possible. Then carefully dip the glass into a saucer-like dish filled with Kosher salt.

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White Russian

1.5 oz vodka 0.75 oz Kahlua® 0.75 oz cream Shake well with ice.

Strain and serve.

Gently shake the excess Kosher salt off of the Margarita glass, onto the bar floor. Clean out the inside of the glass with a napkin, eliminating whatever excess salt might be on the inside of the glass. Always pour below the salt line.

When making a Margarita on the rocks, put the recipe directly into the Highball or specialty glass.

Using a small shaker can, shake the ingredients, then flip the can upside down. Shake the Highball/ specialty free of extra liquid, then salt the glass, then pour the contents of the shaker can back into the glass.

It's a good idea to pre-mix large quantities of Margaritas if they are a high volume item at your bar.

Make them a gallon at a time, and cut back on the amount of liquor you put in. There's no law that says you have to put in a full shot in a Margarita. Mexican restaurants are famous for this “margin” technique. I would also pre-salt as many Margarita glasses as I may be using during my shift. Estimate! Put them somewhere out of the way. This step—done ahead of time—saves a bartender critical seconds in the middle of a rush.

WHITE RUSSIAN

When making White Russians, always shake (or ask the customer if they would like it shaken). You only have to put 3/4 oz vodka and 3/4 oz Kahlua (or coffee liqueur substitute—it's ok in a White Russian. The cream covers up the quality of the coffee liqueur.

Remember—it’s cream (Half and Half), not milk!

There is a world of difference. However, many bars have milk available because of customer requests. The health/diet conscious prefer milk (less fattening) to cream, so you should always ask the customer, “Would you like milk, or Half & Half?”

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Consistency is assured in highball drinks if bartenders use a shot glass or jigger to measure liquor. You want to serve the same drink to your customer every time. Also, by measuring shots, you know exactly how much alcohol a customer has consumed in a certain time frame. If your bartenders have participated in a server training program such as TAM, TIPS, CARE or others, they know the importance of the shot glass, or a measured pour. It's easier to pace a customer when you know the exact amount of liquor they're consuming.

Next month, in PART II, we’ll look at Rocks Glass Drinks.

Bob Johnson, CBM, is a nationally recognized Beverage Management consultant who specializes in multi-unit management of nightclubs/bars and bartending. A 50-year veteran of the bar business, Bob is best known for creating America’s first certification program for bar managers, “CBM” (Certified Bar Manager). Contact Bob at (800) 447-4384 or www.bobthebarguy.com.

"Bars that use a 10or 12-0z highball glass and only pour 1 or 1/4 oz of liquor will have pouring cost problems."

May 2012 Bar Business Magazine

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Big

6

BOSTON Boston CHICAGo LAs VeGAs Los AnGeLes MIAMI

Brick & MOrTar: THe FINAL WOrD IN cOckTail cOurTeSy

By SArA KAy

U

nbeknownst to some, the cocktail culture in Boston is a force to be reckoned with. In the past five to ten years, the amount of cocktail bars that have sprung up across Beantown is worth noting, with some of the best and most talented bartenders in the country coming from this corner of the Northeast. Brick & Mortar, a newly opened cocktail haunt that was freshly opened this past December, is just another example of the extreme interest and curiosity that Bostonians have for such a thriving movement.

Patrick Sullivan, owner of Brick & Mortar, has been in the bar business in Boston for an impressive amount of time.

As owner of the now closed B-Side Lounge, Sullivan has seen how the cocktail movement has taken place in Boston and slowly but surely made its way into some legendary establishments. B-Side Lounge, as most bar historians can report, was where the cocktail revolution began in Boston;

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the use of fresh juices, rarely used spirits and homemade ingredients truly got people in the swing of the hand-crafted and bespoke movement. With the opening of Brick & Mortar, Sullivan decided to take his knowledge of ownership as well as cocktails, being a bartender himself for several years, and put a spin on it. The motto at Brick & Mortar is simple; customer comes first, cocktails come second.

“Our idea was let's get back to basics,” says Sullivan. “It’s not about tinctures and all that stuff, we have drinks for people who like drinks. We wanted to get back to hospitality, which is what it’s all about. Having done business around the corner, I know every bartender and chef and server in town, and where B-Side Lounge was a real industry hang out, Brick & Mortar has filled the void that I left.”

The concept of putting the customer ahead of the actual cocktail at a cocktail bar may seem a bit fishy, but Sullivan believes that this is the best way to really get a following, and keep people coming back for the great drinks as well. www.barbizmag.com

Brick & Mortar is a drinkers’ bar in every sense of the word; from catering to the curious drinkers that have questions about the unique cocktails that Sullivan and his team of bartenders are constantly mixing, to batching many of their cocktails ahead of time and freezing them so they are ready to pour and serve at a moments notice. even the availability of a cold beer is something noteworthy, as most high-end cocktail establishments won’t even entertain the idea of a draft beer, let alone one that comes out of a can.

“One of the failings of cocktail bars is that it takes forever to get a drink, and to do that all night and have people waiting all night, we didn’t want to get in that game,” Sullivan says. “At the beginning of the shift we pre-batch lots and lots of drinks so when we have a bar full of guests we can get to everybody and make that drink five times faster. Drinks are fun, but we don’t want to get caught up in the act of making a drink at the expense of having an interaction with the guest. These guests are our friends.”

The cocktails at Brick & Mortar, even the ones made ahead of time, are made with such care and thought that it’s hard to take Sullivan seriously when he says that the cocktails aren’t as important as the people coming in to drink them. However, it turns out that the love for people and love for crafting a great drink are pretty even, as the bartenders at Brick & Mortar are keeping a steady flow of people quite pleased with their cocktails on any given night.

Sullivan avoids the use of vodka, mostly because it www.barbizmag.com

doesn’t fit in with the spirits that are used as the base for many of the drinks. Amaros, grappas, mezcals and whiskies take center stage in a majority of the cocktails on the menu—spirits usually relegated to a supporting role rather than the main attraction. Not used to having these as the dominating flavor profiles in your cocktails? No worries; a less boozy cocktail or even a Budweiser is readily available to anyone just looking to have a seat and a sip at the bar.

“A lot of the cocktails served are stirred and down, they are real drinkers drinks,” says Sullivan. “We have a number of twists, but a lot of classics. We have drinks for everyone.

One of our biggest selling drinks is very different, it’s mixed with grappa, Campari and Spanish vermouth. It’s undiluted— May 2012 Bar Business Magazine

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6

BOSTON Boston CHICAGo LAs VeGAs Los AnGeLes MIAMI

"yOu caN geT a greaT cOckTail, BuT yOu caN geT a cOld Beer if yOu waNT. There'S really SOMeThiNg fOr everyONe.” we mix it into its own bottle and then freeze the bottle. It’s strange that it’s undiluted, and it’s a bracing drink with unfamiliar flavors but I’m amazed at how many we sell and the reactions we get. Sometimes people don’t like it because it’s unfamiliar, but people end up trusting us, so they figure if we like it, they will too.”

Misty Kalkofen, one of the many talented bartenders behind the bar at Brick & Mortar, has seen the same progression of interest from curious cocktail drinkers as Sullivan; the desire to learn and try new things is becoming more and more prevalent, and more and more people are willing to sit down and try that bracing cocktail because the bartender has assured them that they will really enjoy it. Kalkofen, a Boston bartending native, started at B-Side 40

Bar Business Magazine May 2012

Lounge with Sullivan as well, and has worked at some truly stellar places in the area, but has found a real love for the concept at Brick & Mortar.

“Patrick really wanted it to be a program of stuff that we like to drink,” says Kalkofen. “For us, it’s very spirit driven, but there is something for everybody. We take care of our guests and what they want is what they want. We use a lot of ingredients that you tend to see in small doses but we use them a lot, like Cardamaro, Amaro, Bitters, and aged Grappa.

It’s fun for our guests because they’re seeing a lot of stuff that they don’t know about. To some people it’s intimidating because they don’t want to ask, but that’s what is fun for us— it’s great to introduce people to spirits that they don’t know about and let them try new things.” www.barbizmag.com

"I'm more interested in making a great room than a great drink. People will drink any drink if it's in a great room. If the room is good and their friends are there, it's perfect."

Over the years, Kalkofen and her friends in the business in Boston have seen the cocktail movement truly make a mark on the people of the city. In one word, she describes the culture in Boston today as “thriving.”

“There’s enough people interested in cocktails that all of these places are thriving,” says Kalkofen. “The guest is extremely educated and they’ve never worked in the industry, but they’ve taken an interest in bar culture and cocktail culture and spirits, and they’ve started educating themselves via the web and all these great books that have been released lately. You can get a great cocktail, but you can get a cold beer if you want. There’s really something for everyone.”

The desire to make Brick & Mortar a bar for friends and keep everyone a part of the operation is something that is seen not just in the cocktails and the attitudes of the people that work there, but the décor as well. The focal point of the establishment rests on the beautiful and www.barbizmag.com

immaculate copper bar that makes a U-shape, keeping the bartenders in the middle and able to cater to all patrons in a much more efficient way. The shape of the bar, while it may seem like an insignificant detail, is just another example of how much Sullivan and his staff cares about the well being of their customers.

“I think people find that because there is no pretense here, they like it,” explains Sullivan. “Some places you can’t go and just have a beer. They make it hard to just have a beer! I don’t like that. We’d rather you have a beer and a shot of whiskey, and Brick & Mortar isn’t the only place that has taken this stance. At its roots, it’s about hospitality. You can get caught up in these cocktails. People name their place after drinks, make it all about the cocktails and not as much about the guest. I don’t think that’s a good thing. I’m more interested in making a great room than a great drink. People will drink any drink if it’s in a great room. If the room is good and their friends are there, it’s perfect.”

A seat at the bar, a strong cocktail, and a friendly bartender to chat with; perfect indeed.

INCREASE YOUR

LINE BOTTOM GIVE AWAY

VACATIONS

GIVE AWAY AIR & HOTEL VACATIONS TO Bahamas Puerto Rico Las Vegas Aruba Cancun Jamaica

May 2012 Bar Business Magazine

41

karaoke on

By Chris Ytuarte

SteroidS! Leave it the Russians to Reinvent soMething as tRaditionaLLy coRny as kaRaoke and BRing to the u.s. a puMped-up paRty-Mix of pedestRian singing and pRofessionaL peRfoRMance. at new yoRk’s JeLsoMino, the kaRaoke cLuB has taken on an entiReLy new peRsona. step up to the Mic.

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May 2012

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W

hile you may not, at first, envision the historically stoic Russian demeanor as being the catalyst behind an over-thetop overhauling of the musical nightlife production known as karaoke, let me tell you this: The Cold War is clearly over, and these guys want to party. It’s a Russian revolution.

Having opened to the public just this April, New York City’s newest karaoke castle is Jelsomino, a truly unique venue and nightlife experience that is rebranding karaoke as an interactive club performance for customers and employees alike.

Imported from Moscow and St. Petersburg, where its founders, The Ginza Project, have been operating it for years to great acclaim within influencer and celebrity circles, the new Jelsomino opened in the U.S. in midtown Manhattan below Dream Hotel. (A second U.S. Jelsomino is currently in the works in Miami, with an opening date TBD.) The Russian karaoke experience at Jelsomino is unique, wherein great attention has been paid to detail, including the performance elements of the concept (think elaborate costumes, sound engineers, wireless mics, etc.). This allows for each patron to sound and feel like a rock star. Performing on a stage, guests can sing solo or be accompanied by a number of trained singers and dancers as they take the spotlight and sing their tune. In between guest songs, one or more of the in-house performers put on a choreographed show that involves every single person

on the staff— from waiters to bartenders— and truly transform the space into an unprecedented Russian karaoke concept.

According to owners, some 5,000 singers applied for the positions described above, and Jelsomino hired just a 12 of them.

Here lies the interesting approach to the club, a truly hybrid notion that blends the talented performers with the sometimes questionable talents of amateur singers, creating a gray area in which both sides exist quite comfortably.

“The idea of Jelsomino is that people who come in have to feel like they’re superstars,” co-owner Tatiana Brunetti recently told the New York Post. “We take care of the rest.”

Jelsomino features three distinct rooms. The main stage space, where the amateur signing and professional performance acts take place, features eight tables that sit five to six people.

Those sitting at a table are able to order a song via an iPad packed with some 60,000 songs in a variety of languages, at a cost of $20 per song. Bottle service here comes with food pairings (smoked salmon, caviar, oysters, exotic fruit, macaroons,

Patrons are given the star treatment at Jelsomino, right down to the seating with stitched names of some famous rock and roll voices. www.barbizmag.com

May 2012 Bar Business Magazine

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etc.). Those wishing to not sit at a table can stand and enjoy the show.

The backstage area, completely separate and with more of a lounge/club feel, is for partygoers looking for inventive cocktails, light bites, and a night out without having to be part of the Russian karaoke concept. It boasts an entirely different feel and features separate DJs and a separate bar area.

And then there is the the VIP Room. For those wanting a private singing experience, this space holds up to ten people and is designed in the style of a recording studio (though no actual recording takes place here.)

With all of the interiors in each of the three spaces developed by New York design firm iCrave (www. icravedesign.com), Jelsomino was meant to embrace its raw, structural elements with a modern flair, featuring exposed brick, red and mahogany hues, nightlife elements such as marquee light bulbs, and a state-of-the-art sound system. The venue is all about making the music and musicians paramount in the experience.

“When I was 14, I had posters of Michael Jackson, Mick Jagger, and Aerosmith,” Brunetti told the New York Post, explaining how she first launched Jelsomino in St. Petersburg in 2005 and then opened a second location in Moscow a year later.

“Our target is to be international. Our philosophy is no matter where you’re from, you want to be a superstar here.”

Keeping with the theme of high-emd expenditures, the Russians go big whenever possible at Jelsomino. VIP table reservations in the recording studio room start at $3,000 a night,

and can include bottle service of Russian Standard Vodka (of course) at $350 a pop, or $4,500 for a bottle of Remy Martin Louis XIII. Likewise, a caviar tasting menu option—featuring ten grams each of Osetra, American, Heckleback, and red—costs $235, and basic cocktails are rung-up for $18 each. If you want to splurge on your spirits, try the Beluga Caviar Martini (Beluga Gold Vodka, Oserta caviar, dry vermouth) for $65 per drink, or the Remy Martin Louis XIII au Chocolat (Remy Martin Louis XII, aged port, 70 percent Valrhona Guanaja Noir de Noir and caramelized orange zest), for a mere $145 per cocktail.

“When you read in an article that someone came here and spent $120,000, it’ll probably be a Russian,” says Brunetti.

caption goes here. caption goes here. caption goes here. caption goes here. email us at info@oneharbortouch.com or oneharbortouch@gmail.com 44

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Inventory ABSOLUT® CHERRYKRAN Comes to Life Reinforcing its reputation as the leader in flavor innovation, ABSOLUT will be treating consumers to a delicious new flavor sensation this spring with the launch of ABSOLUT CHERRYKRAN. The new vodka from ABSOLUT offers the rich character of sun-ripe cherries, followed by notes of fresh white cranberry and sweet plum. ABSOLUT CHERRYKRAN provides bartenders and at home mixologists with something completely new and perfectly mixable.

It will be available in bars, nightclubs and retail nationwide beginning May 1, 2012. The taste is fresh, fruity and smooth, with notes of ripe berries and natural sweetness. It has a warm feel, with and a long, slightly sweet finish. ABSOLUT CHERRYKRAN is made with all-natural ingredients and contains no sugar. The bottle design for ABSOLUT CHERRYKRAN is bright and poetic.

ABSOLUT CHERRYKRAN will be available in 50 ml, 750 ml and 1L sizes. Visit absolutdrinks.com, or use the Drinkspiration application for iPhone, iPad or Android for more recipes and inspiration.

Chivas Regal® Announces Package Upgrade Chivas Regal®, globally recognized as the best of the premium blended Scotch whiskies, is announcing a new package format for its popular 12 Year Old 1.75L size. Beginning in May, the new Chivas Regal 12 Year Old pinch bottle, designed for easier handling and more consistent pour, will debut at retail. “Our loyal consumers challenged our current 1.75L replica package feeling it was awkward to handle due to the size and weight of the bottle,” said Michael McLaren, Associate Brand Manager, Scotch, Pernod Ricard USA. “In addition, they voiced concern over the uneven flow of liquid from the bottle resulting in irregular pours. Consumer concerns are of the utmost importance to us, and as a result, we have redesigned our 1.75L package, adding a pinch to make the bottle easier to grip and replacing the old NRF fitment closure with a new open closure for more consistent and accurate pouring.” The new Chivas Regal 12 Year Old 1.75 pinch bottle will roll out to retail markets beginning in May 2012. Bottle and shipper graphics remain unchanged. Visit www.chivas.com.

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Bar Business Magazine May 2012

The Bronx Brewery Releases Bourbon Barrel Aged Version of Flagship Pale Ale The Bronx Brewery, the latest craft brewery to come out of New York City, will introduce an oak aged version of its Bronx Pale Ale next week. The Bourbon Barrel Aged Bronx Pale Ale will go on sale in bars and restaurants throughout Manhattan and the Bronx on Thursday, April 12. Just 300 individually numbered 22-ounce bottles of this limited batch will be sold. Released in September 2011, the Bronx Pale Ale is The Bronx Brewery’s first beer. It is a deep amber American-style pale ale that is brewed with five different barley malts, generous additions of Cascade and Centennial hops, and a unique strain of yeast. It is dry-hopped, unfiltered, and unpasteurized. The beer is available in over thirty bars and restaurants in the city and has won critical acclaim, taking home a silver medal in the 2012 New York International Beer Competition. Visit www.thebronxbrewery.com.

Fallen Onto Some Hard Luck We have brought back your favorite old fashioned sweets in adult form. Hard Luck Candy Flavored Vodka was born at the Hard Luck Lounge in Grosse Pointe Park on the East Side of Detroit. It originated as a special Candy Flavored Vodka Infusion and was so successful at the bar we thought it should be available everywhere. After two years in development Hard Luck Candy Flavored Vodka is now available in bars and liquor retailers across Michigan. Try our 70 proof Candy Flavored Vodka now available in four delicious flavors, Red Fish, Root Beer Barrel, Orange Dream, and Lemon Drop. Visit www.hardluckvodka.com.

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Hiram Walker®'s Dessert Flavor, Whipped Cream Liqueur

Summer Fun for Chandon

Hiram Walker®, a brand known for both its traditional and innovative line of premium liqueurs, schnapps, brandies and triple sec, will be releasing a new flavored imitation liqueur, Hiram Walker Whipped Cream Imitation Liqueur this June.

The smooth whipped cream flavor is perfect for delicious dessert-like mixed cocktails and is a tasty treat served chilled and straight up as well.

Promotional tools include four drink recipes that highlight Hiram Walker Whipped’s natural pairing with Pernod Ricard premium brands such as ABSOLUT® and Kahlua®. On-Premise, Hiram Walker Whipped Cream offers bartenders a delicious and reasonably priced offering to capture the increasingly popular whipped shot occasion. For recipes visit www.HiramWalker.com.

Celebrating its American Heritage, Chandon has created a limited edition summer bottle inspired by the great “AllAmerican Summer.” The perfect accessory for summertime, this special edition of Chandon Brut Classic sparkling wine is wrapped from head to toe in a colorful array of red, white and blue stripes that allows you to sip in style. Available for a limited time only the bottles will be available in both 750 mL and 187 mL sizes. The Chandon Limited Edition Summer Bottle will be available for purchase from June 1st through September 1st, the 750mL size at select retailers for $33 and the 187mL size at leading restaurants across the country, also released on www.chandon.com for $7.

Cognac Ferrand Announces Pierre Ferrand Dry Curaçao Ancienne Méthod

To Be Happy, PaQui Luxury Tequila PaQui is a niche luxury tequila brand just introduced into the New York Metro area through a new division of Manhattan Beer Distributors. PaQui (pah-KEE), which means “to-be-happy”, was created to capture the pure essence of the blue agave with its floral aroma and bold taste profile featuring sweet agave fruit, complex layers of flavor and a gentle finish. PaQui uses both Highland and Tequila Valley agave plus innovations in fermentation and distillation to achieve its complex profile. PaQui is now in ten states with further expansion ahead in 2012. For more info, visit www.paquitequila.com.

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Those who say beauty is in the eye of the beholder can appreciate the story of the Curaçao orange. Too bitter to eat, with a dimpled, wrinkled exterior that would never win a beauty contest, these homely pieces of citrus become absolute magic when used to create Curaçao liquor. This intense, flavorful elixir is and has been a bartender's best friend classic cocktails demand classic liqueurs, and no liqueur is more classic than newly introduced Pierre Ferrand Dry Curaçao Ancienne Méthode. Based on a 19th century recipe, it is a traditional French Orange Curaçao made from the peels of Curaçao oranges and spices blended with brandy and Pierre Ferrand Cognac. It is a rich, complex and balanced liqueur that will bring new sophistication to punches, slings, fizzes and more.

Visit www.cognacferrand.com.

May 2012 Bar Business Magazine

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1. I would describe my establishment as: (select one) q A. Bar q E. Restaurant/Bar q B. Lounge q F. Wholesaler q C. Nightclub q G. Others allied to the field (specify below) q D. Hotel/Bar ___________________________________

4. q q q q

The total number of employees are: (select one) A. 1 -5 B. 6 - 10 C. 11 - 20 D. 21 +

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My Primary Job title is: (select one) A. Corporate Management B. Owner C. Manager D. Buyer (beverages, supplies, etc.)

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Entertainment sources are: (check A. Jukebox B. DJ C. Bands/Live Music D. Computer/MP3 Player

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My annual sales totals are: (select one) A. Less than $500,00 q E. $5 million - $10 million B. $500,000 - $1 million q F. Over $10 Million C. $1 million - $3 million D. $3 million - $5 million

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Holiday Happenings

June 2012

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June 2: National Bubba Day. What a great day to celebrate Bubba Watson’s big win at the 2012 Masters Golf Tournament. Put some spiked Arnold Palmers on special and host a Golden Tee tournament to get customers in the swing of things.

June 6: National Yo-Yo Day. Forget about those stringy children’s toys that are nothing but a liability for you and your patrons when being swung wildly on-premise.

Instead, honor this day by building a jukebox playlist of Yo-Yo Ma’s greatest hits, press repeat, and offer up a special on Cello Shots.

June 11: King Kamehameha Day. One free drink to anyone who knows who this guy was; one free drink to anyone who can pronounce his name; and a free tab to anyone who walks into the bar in a grass skirt to celebrate. This is a public holiday in Hawaii, so break out the lei’s and serve up some Mai Tai’s.

June 15: Smile Power Day. I assume this is some corny day to honor the power of smiling and all the happiness smiling brings to the world blah blah blah blah. Instead, I suggest you host a Power Smile competition in your bar, offering a free tab to whomever displays the most ridiculous, painful, intensely discomforting grin. Say cheese!

June 18: National Splurge Day. What’s that you say?

You’d like a Scotch on the rocks? May I suggest The Dalmore 62 Single Hiland Malt. One of only twelve bottles produced in 1943, it retails for $58,000.

By the glass?

Let me check.

After all, it’s Splurge Day.

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June 29: Camera Day. In honor of Instagram being purchased by Facebook for a cool $1 billion, host a contest on this night wherein your patrons compete for a similar dollar amount ($50) to see who can take and upload the best smartphone photo from the bar to Instagram.

June 30: Meteor Day. How do you instruct your bartenders to honor this very astronomical holiday?

Any time they serve a drink on the rocks, the last ice cube must come screaming in from above, splash down into the cocktail, and make a huge mess.

Just like a meteor.

Customers will love this.

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June 20: Ice Cream Soda Day. On this day, I suggest a staggeringly tasty concoction my wife and I devised many years ago: Combine Smirnoff Vanilla Vodka with Coke, then drop a scoop of H≠≠∑äagen-Dazs® vanilla ice cream on top. Enjoy, or share with your customers if you'd like.

June 23: National Pink Day. Honor this very feminine holiday by serving up a specialty cocktail that keeps with the color scheme, Tickled Pink (courtesy of SavvySassyMoms.com): 1 oz X-Rated Fusion Liqueur 1 oz SKYY Vodka 1 oz Pink Lemonade Shake over ice and serve in a martini glass.

June 26: Beautician’s Day. Offer a free drink to anyone who styles hair for a living on this night. Award a free bar tab to any of these people who still actually call themselves a “beautician.”

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May 2012 Bar Business Magazine

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Bar Business Books Open Up a World of Possibilities OperatiOns. ManageMent.

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To advertise in Bar Business Marketplace contact Art Sutley Ph: 212-620-7247 e-mail: asutley@sbpub.com www.barbizmag.com

Index of Advertisers

Company

web site address

page #

ADT

www.ADTpulse.com/smallbiz

10

BarJukeBox, The

www.barjukebox.com

25

Big Ass Fans

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23

Bob the Bar Guy

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29

Cardcom Technology

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50

Coast to Coast Insurance

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Diageo North America

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C4

Harbortouch / Opal Payment Solutions

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16A-B,44

ID Scan

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Lefty O'Doul's World Famous MIxers

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Modern Line Furniture

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C2-Pg 1

New York Bar & Restaurant Show, The

www.thebarandrestaurantshow.com

5

Pernod Ricard

www.absolut.com

7

Roaring Lion Energy Drink

www.roaringlionenergydrink.com

3

Rush Flyeres

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36A-B

Sheff Imports

www.wirconusa.com

21

Shiftgig.com

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32A-B

Tales of the Cocktail

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11

Vacation Adventures

www.vacationadventures.biz

41

Inventory Companies ABSOLUT速 CHERRYKRAN Bronx Brewery, The Chandon Chivas Regal Cognac Ferrand Hard Luck Candy Vodka Hiram Walker Whipped Cream PaQui Tequila

www.absolutdrinks.com www.thebronxbrewery.com www.chandon.com www.chivas.com www.cognacferrand.com www.hardluckvodka.com www.hiramwalker.com www.paquitequila.com

To advertise in Bar Business Magazine contact, Art Sutley, Ph: 212-620-7247, e-mail: asutley@sbpub.com

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51

Owning Up

In Hoboken NJ, They Fear No Beer Helping to launch beer-focused Texas Arizona Bar & Grill in the post-collegiate atmosphere of Hoboken, New Jersey, General Manager Mike Citarella knew that drawing ale enthusiasts from a young demographic that often seeks quantity over quality could be tough. But with 250 different bottles and 32 taps on-premise generating more than 75% of their sales, the Field of Dreams adage rings true: “If you build it, they will come…”

BB: How did this beer-centric approach come to be?

CITARELLA: I like beer. And I had a thought for the next venue I’d work on, and it involved 250 bottles of it. Microbrewers are huge across the country right now, and it's still on the upswing. So putting beer out there for the customers, beer that nobody has really ever had before, is giving them something different.

Everyone is used to drinking Miller Lite, Bud Light and Coors Light in Hoboken. But now we’re seeing a lot more people who are drinking Dogfish Head and these kinds of high-end beers, and the vision I had was to bring that here.

BB: Being so beer heavy, were you ever worried about limiting your customer base?

CITARELLA: No, because when people asked me, ‘Do you think it’s going to work?’ I knew it was.

Even though we do have a lot of young clientele living in Hoboken, I’m not into selling them beer for $2 or $3. My goal was to make it a destination spot to come and drink great beer. We also have a lot of tourists who come in, and we’re across from one of the busiest PATH stations, so we see a good amount of professionals, Wall Street guys, and mature people who enjoy good beer. So I always knew people would come.

BB: What did you do to make the bar beer-friendly?

CITARELLA: We re-did all the bars with crown molding, put in more TVs so that no matter what you want to see you can see it. And with our location across from the PATH train station, it’s really working out the way I wanted. We also have two rooms, and the back room is set up for the Beer Club, so people can see the extent of the selection. Plus, I always make sure our staff is very into beer and knowledgeable about it. We have tastings, and sometimes we bring in the brewers themselves to talk about their beer.

BB: Is it tough to draw the always-coveted female clientele being so beer-centric?

CITARELLA: The first person to finish the Beer Club was a female. She did all 250 beers, and is the reigning Beer Club champion. So as far as women in general drinking beer, you’d be surprised how many of them will order a Coors Light, and then be receptive to my bartender suggesting something similar from a microbrewer. So they’re into it. If you come in here on a Thursday, Friday, or Saturday night, we are not lacking in women, I can tell you that.

BB: What’s the deal with the Beer Club?

CITARELLA: The Beer Club is free to join, and once you become a member, anytime you come in you get a percentage off your beer orders. Once you hit the 100-beer mark, you get a $25 coupon to spend in the bar. And when you hit 250 beers, you get a $50 coupon and you get an official t-shirt that says you ‘finished’ the Beer Club, along with your name on plaque that sits on the wall.

BB: So you actively promote the specialty beers?

CITARELLA: Our staff pushes our list, and they show off what we have. And sometimes you get customers who come in from out of state, say Arizona, and we’ll suggest they try a brew we might have from their home state—or they might even request something and be shocked when we have it. It’s always nice to give a little taste of home to someone who just moved here from across the country.

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Bar Business Magazine May 2012

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OPERATIONS. MANAGEMENT. BEVERAGES. MARKETING. AND MORE...

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