May 2015 Bar Business

Limitations:

Learn how to live (and thrive) as a venue without a liquor license.

The How-To Publication

BAR BUSINE$$ May 2015

M A G A Z I N E

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JUNIPER UNIVERSE How gin became “in” for summer cocktails

How to: Bartender Boom Numbers: Accounting big six: Chicago Rasta

BAR BUSINE$$

On Tap MAY 2015

CONTENTS

17

Take a punch

Cover top left banner: Arcady

HOW TO

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17

21

25

We’re all MIXED UP

Bartending Boomtowns

Crunching numbers

The latest edition of our bi-monthly section for digital issues only, where we provide a collection of cocktail recipes for mixologists.

CareerBuilder offers a report on the ratio of bartenders to general population in cities and states across America, with suprising results.

As a bar owner, choosing the right accountant to handle your business matters can mean a difference to your bottom line.

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May 2015 Bar Business Magazine

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On Tap CONTENTS

BAR BUSINE$$

Features 28 unlicensed Nightlife venues that either choose or are forced to operate without a liquor license face a unique set of challenges, but there are many ways to make it work.

10 Departments 36 Big six

6 Booze News

Two Chicago brothers bring their family’s love of Jamaican cuisine and cocktails to the second edition of Mr. Brown’s Lounge.

10 liquid Assets This summer, why not find out if your customers are ready for some seasonal cocktails based in the wonderful tradition of gin, a spirit whose time has come (again.)

In Part II of his in-depth look at the art of cocktail waitressing, Bob Johnson talks about some specific on-thejob skills that are essential to success and great service.

ON THE COVER

4 Bar room drawl An Absolut bottle redesign offers a new future icon; Toca Madera opens its doors in West Hollywood; Outdoor TVs from SunBrite; TABLE talks up TIPS; Technology meets craft suds with Brewed beer menus for the on-premise.

32 Wait a minute

The Portobello Road Gin & Tonic: 1.75 oz Portobello Road Gin 3.5 oz Fever-Tree Tonic Photo by Addie Chin

40 Inventory 42 holiday happenings 44 OWNING UP Learning to look for and acquire the ideal lease for a nightclub or bar endeavor involves avoiding myths that our experts unveil this month.

“Bar Business Magazine” (ISSN 1944-7531 [print], ISSN 2161-5071 [digital]) (USPS# 000-342) is published February, April, June, August, October, & December for $45.00 per year and January, March, May, July, September, & November will only be offered in a digital format at no charge by Simmons-Boardman, 55 Broad St 26th Fl., New York, NY 10004. Periodicals postage paid at New York, NY and additional mailing offices. Copyright © 2015 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 1172, Skokie, IL 60076-8172. 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 of the how-to activities published in the magazine. Further, the publisher and authors assume no liability for damages or injuries resulting from projects contained herein. All rights reserved. POSTMASTER: Send address changes to Bar Business Magazine, PO Box 1172, Skokie, IL 60076-8172.

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Bar Business Magazine May 2015

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Bar Room Drawl

By Chris Ytuarte Editor

Gin and Other Challenges "Of all the gin joints in all the towns in all the world, she walks into mine."

— Humphrey Bogart in Casablanca The bar business has always been and will always be full of challenges, and they often come in different shapes for different generations.

While American taverns in the early 1900s saw a spike in gin sales, today gin is a spirit that still somewhat struggles to find an audience with drinkers who prefer vodka over the botanical booze of their grandparents.

But things are looking up, as Millenials and new legal-age patrons seek interesting spirits to imbibe. The challenges in this industry are seasonal and generational, but many are also cyclical.

The gin saga, which we cover this month, is similar to so many in the nightlife game. For example: When gin popularity was at its apex in the early 20th century, the biggest sport in the world was boxing. Fast forward to 2015.

The heavyweight championship of the world was on the line last month when Wladimir Klitschko and Bryant Jennings boxed, and the match was barely a blip on the (TV) screens of bar owners in America. Little was heard of on-premise promotions aimed at folks who might want to watch the fight in their local bar.

A week later, the “fight of the century” between Floyd Mayweather, Jr. and Manny Pacquiao, with a steep in-home 4

BAR BUSINE$$ MAGAZINE

May 2015 Vol. 8, No. 5 Bar Business Magazine (ISSN 1944-7531) is published by Simmons-Boardman Publishing Corporation 55 Broad St 26th Fl., New York, NY 10004 executive offices

President Arthur J. McGinnis, Jr. Publisher Arthur J. Sutley 212-620-7247; fax: 212-633-1863 asutley@sbpub.com

pay-per-view price of $99 (for HD), would seem to be a sure-fire bet for bar owners editorial looking to host an event. Yet days before Editor the match, sports-oriented casualChris Ytuarte dining chain Buffalo Wild Wings 212-620-7223; fax: 212-633-1863 announced it would only show the fight cytuarte@sbpub.com in a few company locations and in just 70 franchised units, a smattering of the art company’s 1,080 locations across all 50 Creative Director Wendy Williams states (485 are directly owned by the wwilliams@sbpub.com company, 585 are franchised). Quite simply, the price for a Buffalo Wild Art Director Wings to broadcast the event — $5,100 Sarah Vogwill per unit — was deemed too high when svogwill@sbpub.com considering the likely return at the door and from bar sales. Does this mean production Corporate Production Director boxing is not the on-premise draw it Mary Conyers once was? Are people simply more likely mconyers@sbpub.com to stay home with a few beers and spend the $99 rather than pay a $20 cover circulation charge at the local bar to then buy Circulation Director drinks all night?

Maureen Cooney Whether its gin or boxing, the pulse mcooney@sbpub.com of the public is paramount for bar owners. In this issue, we Mention find out if gin is ad and advertising sales this receive FREE back; we look at limited liquor license Art Sutley onsite installation!212-620-7247; fax: 212-633-1863 establishments and how they operate; asutley@sbpub.com and our two staffing articles — Bob Johnsons’s follow-up about cocktail waitresses, and a look at where the circulation department bartending work is booming in the U.S. 800-895-4389 — speak to one of the more constant Bar Business Magazine is published monthly. on-premise challenges: employees.

All rights reserved. Nothing herein may Should you face any of these tests, be reproduced in whole or in part without remember this: The biggest bar trend of written permission of the publisher.

To Purchase PDF files of covers, layouts or the last decade, without a doubt, has hard copy reprints, please call Art Sutley at been Prohibition-era cocktails and 212-620-7247 or email asutley@sbpub.com. design. You know what was hugely popular during the Prohibition era?

Boxing and gin.

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12/16/13 10:55 PM

Booze News Future Icon: Absolut Bottle Redesign

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his year, Absolut looks to the future and makes a new mark by introducing a freshly redesigned bottle – an icon for the future made by a passionate group of creatives who push boundaries in their pursuit of perfection.

Since its launch in 1979, the Absolut Vodka bottle has stood out for its shape. The new bottle is a transformation of the original, featuring an updated two line logo, a new script, a redesigned medallion, reduced glass weight and a new brand signifier. To update what was already seen as a perfect bottle, Absolut brought together a group of creatives including a master illustrator and master calligrapher, each adding their mark to the new bottle through their own pursuit of perfection.

“The Absolut bottle has been iconic for several generations; now it’s time to make the next bold statement for Absolut. Our goal has been to transform an already perfect bottle to make it even better. We were extremely privileged to work with the very best creatives within their discipline. The new bottle maintains everything that is Absolut Vodka – bold, original and creative, making it ready to face to future.” says Peder Clason, Global Brand Strategy Director, Absolut.

“Absolut is a bold, creative brand and for some time we have wanted to reignite both those aspects in our already iconic bottle design, renewing the creative expression of our most visible product. Through the recent redesign of our flavor range, we gained the confidence to implement a level of detail in our collaborators’ work in a way that previously would not have been possible. The end result is true to Swedish design tradition where every part has a purpose and is executed in a simple but elegant way,” says Caroline Mörnås, Global Design Strategy Manager, Absolut.

A trendsetter among the design community, the Absolut Vodka bottle is already respected all over the world. The bottle refresh was done in collaboration with

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Bar Business Magazine May 2015

Brand Union, which accepted the challenge to create an icon for the future. One of the most significant updates was to add a brand signifier to the back of the bottle, adding a bold, new short hand for the Absolut brand.

The iconic shape of the bottle has been strengthened to feature more clearly defined shoulders, straightened neck and body, and a flattened bottom, while also using a reduced glass weight to minimize environmental impact.

Crafted by a group of creatives working towards the same goal of perfection – just like Absolut Vodka itself – the new bottle is the brand’s latest expression of its dedication to quality. The creatives behind the redesigned bottle includes: Luca Barcellona, Calligrapher.

Absolut brings the passion of its ‘One Source’ philosophy directly onto its updated bottle with a new script. “My craft involves using the ancient art of writing and languages to create fresh, new work. Letters are the main ingredient of my creations, so for the Absolut bottle I experimented with many options that reflected the Swedish style. The result is cool, simple and modern, with an elegant touch.”

Martin Mörck, Illustrator and Engraver. The seal on the bottle features a portrait of Lars Olsson Smith, the founder of Absolut who pioneered the continuous distillation process. “To pay homage to the man himself, we tried new ideas again and again until we found the perfect interpretation – a bold image which depicts Lars Olsson Smith at the height of his success.”

While the bottle has evolved, the vodka remains the same. As part of its ‘One Source’ philosophy, every bottle of Absolut is crafted in the village of Åhus in Southern Sweden, where vodka-making knowledge has been accumulated and passed down through generations.

The new bottle will be distributed worldwide in fall/winter 2015. www.barbizmag.com

Toca Madera Opens In West Hollywood

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veryDay Life (EDL), owned and operated by Tosh Berman and Amrou Manaseer, continues to bring exceptional experiences to the world of hospitality with the opening of their newest restaurant and lounge concept, Toca Madera. EDL, known for its boutique hospitality venues, opens Toca Madera in the heart of West Hollywood, pairing modern organic Mexican cuisine with fresh seasonal cocktails.

Toca Madera, which translates to “knock on wood,” is an intimate 120-seat space that features a creative take on traditional Mexican cuisine designed by Executive Chef Raymond Alvarez. Chef Raymond refers to his culinary approach as “Barrio Style Fine Dining,” influenced by traditional Latin flavors, classical training and his favorite childhood dishes. Providing an array of options for every eater, Toca Madera’s menu incorporates a shared-plate format offering locally farm-sourced ingredients with an emphasis on organic as well as vegan and gluten-free options. Dishes offered include: Tableside Guacamole, Wagyu Hot Stone, Sashimi Agua Chile, Ensenada-Style Fish Tacos, Barrio Crudités and Mixed Mushroom & Sweet Corn Tacos, among other dishes. Farm fresh and seasonal ingredients also serve as the foundation for the extensive cocktail list. Featuring a 100-foot crystal-

quartz island bar, Toca Madera offers the finest tequilas and mezcals, as well as a rotating selection of the world’s most interesting wines.

“Toca Madera is a personal evolution in hospitality for Amrou and me,” says co-creator Tosh Berman.

“Stemming from a passion for service and design along with our extensive history in nightlife, this venue is a representation of our maturity within an industry that we have made our life's work.”

Fully equipped with a world-class sound system, the 4,500-square-foot restaurant and lounge includes a retractable roof and interior patio, creating an open-air environment. Architectural features include Arabesque accents and numerous fire elements.

SunBriteDS Displays on Yard House Patios and Balconies

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ore than 40 of Yard House’s 50 locations feature outdoor balconies, patios, decks and fire pits.

While some of these areas are covered or protected from bright sunshine and rain, many of Yard House’s locations across the country present challenges, such as the hot desert in the Southwest, Florida’s humid, salty air and the unpredictable storms that often strike the northeastern U.S. Designed for permanent outdoor installation, SunBriteDS displays are carefully designed to function flawlessly in a wide range of environmental conditions, including extreme temperatures, salt air, grease, dust, insects, rain, snow and all other forms of moisture.

“As far as we’re concerned, game time at Yard House is rain or shine,” says Sheena Jacobs, Training & Music Designer at Yard House Restaurants. “SunBriteDS displays have proven reliable in all of our locations and they’ve enhanced our customers’ experience, whether they’re there for the food, sports, or social atmosphere.”

Gene Gordon, CEO of No Static, began his firm’s relationship with Yard House 15 years ago and with SunBriteDS in the mid-2000s. More recently, Gordon’s team was responsible for all of the A / V equipment at

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the newly opened two-story Yard House at the Las Vegas LINQ, a project that involved ceiling speakers, loudspeakers, signal processors and SunBriteDS outdoor displays.

“We completed the whole project in ten days, which is typical of the aggressive deployment schedules we follow,” says Gordon. “So it’s critical that all the manufacturers we work with be responsive. We’ve never had any problems with delivery of SunBriteDS displays, which always drop-ship right to the site.”

May 2015 Bar Business Magazine

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Booze News TABLE Partners with HCI to Promote TIPS

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he Association of Bar and Lounge Establishments (TABLE) is partnering with Health Communications, Inc. (HCI) to showcase the importance of licensed beverage establishments across the country participating in Training for Intervention Procedures (TIPS). TABLE is the premier association for businesses focused on beverage service. The association provides a core of valuable resources for bar and restaurant success. HCI formed the TIPS Program to provide training on the responsible sale, service, and consumption of alcohol.

TIPS empowers and equips servers of alcohol with the necessary skills to provide great customer service while promoting responsible consumption. Over the past 30 years, TIPS has certified over 3.5 million

participants. TIPS has certified participants in all 50 states and over 40 different countries "I was TIPS certified as a server way back in the 1990’s and immediately recognized the value of the training,” explained Paul Garcia, President of TABLE. “There are other programs out there, but TIPS is the strongest global program and addresses all sides of responsible beverage service.”

TIPS trainers will be providing on-site training at the Beverage Business Expo, hosted by TABLE, this October in Washington D.C. “We have been searching for an association and an event that focuses primarily on providing establishments with the necessary tools to be successful,” says Trevor Estelle, HCI's VP.

Technology Meets Craft Beer with Brewed Beer Menus

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he next evolution in the craft beer industry has begun. Brewed, the end-to-end solution for craft beer lovers nationwide, has launched its first set of functionality aimed at venues. Now, bars and restaurants can create customized, professional beer menus that can be accessed quickly by their customers on the web or via their mobile device. But, it's not just craft beer menus that have put the company on the fast track.

The beer menus offered by Brewed provide bars and restaurants with three different base templates that can then be customized to meet the demands of each venue. “Our beer menus can be customized to reflect the different style of each bar or restaurant. We recognize that each bar is different, so we refuse to believe they want a one-size-fits-all beer menu solution,” stated Renee Robbins, Brewed Vice President. "We've built a system that will allow venues to pick and choose the information, style, fonts, colors, and more." An example of one of Brewed’s menus can be seen at www.brewed.com/ashleysalehouse.

To make it as easy as possible for patrons, menus hosted by Brewed are accessible via desktop, tablet,

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Bar Business Magazine May 2015

and smartphone. Brewed will soon release an update to their current iOS and Android app that will allow thirsty beer drinkers to search these menus and find the beers they’ve been looking for. Until the update is released, beer lovers can discover brewfests near them by downloading Brewed's current app, available on Android and iOS. Also included in the base package, is something the company is calling, "Brewed Beacon Technology."

"Through Brewed's custom technology we are easily able to identify a patron's preferences in beer. We gather that information and present it to the venue in a way that allows them to make more informed decisions about the beer they stock to attract these potential customers. It's amazing technology that is unique to us,” says Brewed President, Paul Robbins. www.barbizmag.com

Liquid Assets

This Summer, a Botanical Garden of

Sometimes it is still misunderstood, too often unappreciated, but the beautiful botanical nature of gin makes this spirit an ideal base for seasonal cocktails this summer for legal-age drinkers across the spectrum.

By Chris Ytuarte

GIN 10

Bar Business Magazine May 2015

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Graphs courtesy of Gin Foundry

J

umping juniper! This summer, don’t be afraid to embrace the botanicals of gin and offer your customers a taste of their grandparents’ favorite spirit, now built to bring new fans to the table.

While some of the most famous spirits brands in the world are age-old gin labels familiar to anyone who has ever had a drink, this worldly botanicalbased booze is making a new name for itself with some amazing boutique offerings that are ideal for summer cocktails this season.

Those new names, in fact, are expanding their reach.

Super-premium Brockmans Gin, based in the United Kingdom, is a new style gin that balances a unique combination of traditional aromas — citrus, coriander and top notes of blueberries and blackberries — to provide a refreshingly new taste experience. Last month Brockmans expanded its distribution to New York, and is also available in Massachusetts, New Jersey, Connecticut, and Rhode Island.

“Since our U.S. launch just over a year ago, we’ve made quite a wave in the new-style gin and craft spirits categories,” comments Bob Fowkes, Director and Co-Founder of Brockmans Gin. “With an innovative taste profile, Brockmans has been extremely well received in accounts, at industry competitions and amongst consumers. We’re thrilled to continue this momentum with a larger presence in New York.”

Another new face in the gin crowd, MONKEY 47, is a batch-distilled, handcrafted dry gin that skillfully unites British traditions, the exoticism of India and the purity and nativeness of the Black Forest. In total, 47 handpicked regional ingredients, macerated in a combination of pure molasses alcohol and extremely soft spring water from sandstone wells in the Black Forest, give MONKEY 47 — whose pièce de résistance is the use of lingonberries as a “secret weapon” — its complexity and quality. Drink International Global Survey recently ranked MONKEY 47 as number four of the top 10 trending gin brands served at the World’s 50 Best Bars.

And then there’s Portobello Road Gin, developed and distilled in London by the team of experts behind the famed Portobello Star pub and The Ginstitute at 171 Portobello Road. This new gin became available in New York and Pennsylvania last month, with additional markets to follow. A London dry gin with a juniper-forward profile, Portobello Road is balanced by eight additional botanicals to create a spirit that successfully stands on its own and blends beautifully in cocktails from bone-dry Martinis and the classic G&T and Negronis, to bespoke creations.

“We wanted it to work in a host of different styles of cocktails and still create a premium gin that wasn’t in the premium gin category in terms of price,” said Tom Coates, Portobello Road Gin’s Brand Director. “It needed to be affordable for consumers and something that’s an educatory gin, something that had a traditional element but tells the story of London dry gin and London’s history with gin.”

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Recipes featuring “While gin can be these three gins can be subtle in its nuances, found at the end of this it doesn’t get drowned article, but to get a true out by mixers either.” sense of the way this spirit as a whole has changed over the years — and to better understand how it makes for great summer cocktails — we spoke with gin expert Olivier Ward, Editor and Co-founder of Gin Foundry (ginfoundry.com) about the botanical garden that is summertime gin use: BB: For those in-the-know, gin is one of the best base ingredients for refreshing, warm-weather cocktails.

What is it about the spirit that makes it great for summer drinks?

Ward: I think it’s down to the fact that within the category, there is quite a broad spectrum of botanicals being used to create gin. These can be harnessed, contrasted and augmented for a multitude of cocktails, making it a really versatile spirit. With the recent boom in brands that have emerged onto the market, there are now more gins than ever to pick from for bartenders looking to create specific flavor profiles that are suited for the summer. The other reason is that while gin can be subtle in its nuances, it doesn’t get drowned out by mixers either. G&T’s, Tom Collins, Gin Rickeys are all amazing drinks for the summer as they are long and refreshing yet also packed with flavor.

BB: Specifically for seasonal summer cocktails, what are some unusual or unique mixers or secondary ingredients that play well off of gin?

Ward: Basil is still hugely underrated as an ingredient in cocktails. The Basil Smash — a cocktail that many have started to call a modern classic with the same reverence as they have for cocktails like the Breakfast Martini or the Bramble — is one of the most refreshing, uplifting and strangely complex gin May 2015 Bar Business Magazine

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Liquid Assets

drinks out there. It was While the gin & tonic created in Hamburg by remains a staple, the a well known bar and spirit allows for varied has been on their menu cocktail expressions. ever since, gaining international attention.

Otherwise, there are lots of new tonic brands on the market too, guys like BT W, Imperial and more, all pushing the boundaries with what can served alongside gin and in doing so, challenging the Fever-Tree and Schweppes strongholds.

BB: What styles of gin (dry, Genever, etc.) work best in warm weather cocktails? Do any particular brands stand out for summer consumption?

Ward: Summer drinks tend to be served long and tend to be consumed in a more sessional way (i.e. you tend to drink two or three as opposed to just the one because you are outside, having a good time etc.).

Because of this, finding a gin that’s not too high in ABV but that can really augment easy summery twists like adding elderflower liqueur or a couple of dashes of orange bitters to a regular G&T is a good place to start.

Good “summer” gins on the shelf here at Gin Foundry HQ are Shortcross Gin for its elderflower and wild clover notes, Nginious Gin when combined with dry vermouth to make a light martini as the verbena, hyssop, chamomile botanicals shine through; as well as Santamania Gin for the grape base and raspberry notes that fill your nose with a moreish feeling. They are all lovely gins for the classic gin cocktails but quite adaptable too for those looking to create something new or bespoke.

BB: With brown spirits all the rage s on-premise, how can bar owners push gin sales this summer?

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Bar Business Magazine May 2015

Ward: Don’t just rely on the classics doing well. We all know that if you can’t sell a G&T in summer, you’re probably in the wrong business, but there’s a need to innovate too. Consumers like the staples, but they also like passionate bartenders recommending signature cocktails using brands they are knowledgable about or even just recommending something new. It doesn’t have to be that adventurous either — tasting flights of G&T’s are a good way of giving guests a classic while also allowing them to discover something different.

At the more hands-on end of the scale, we’re seeing a lot of places making their own Fruit Cups instead of serving Pimms, using the house gin as a base and doing it very successfully.

BB: Has gin finally hurdled its reputation as something our grandfather’s drank? Are Millenial legal-aged drinkers coming around to it?

Ward: It’s definitely no longer an old person’s drink.

It’s probably even gone from being hipster to passé and back again in the past five years! Trends come and go so fast, but the one that will define whether new drinkers will adopt gin will be the continued prominence of cocktail culture. If cocktail culture remains strong, so will gin, even if it’s not the “darling” of the spirits industry anymore. If there’s a return to more Champagne and wine bars like there was in the late 90’s, gin will suffer the most in the spirits category as it’s heavily reliant on a buoyant cocktail scene.

BB: How important is a gin’s backstory or mythology to its success in today’s marketplace?

Ward: If it’s authentic, it’s vital, as it can define an identity. There’s a need for a certain amount of transparency and authenticity to survive in a saturated market. People are looking to connect with New brands are keeping the marketplace fresh for first-time gin drinkers.

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more than just flavor, so provence, history, who the team is and how something is made is all important.

That said, you can get anyone to try something once, but if it doesn’t taste good, no amount of backstory or context of what you are doing is going to help you.

Bombay Sapphire are a great example of a brand who didn’t have that much heritage when they started so they focused on how they were looking forward and how they were innovative. Some 20 odd years later, they have the ability to talk about their past, and have started doing so. It’s taken a while before they felt they had enough of a backstory to present. They show that you don’t have to have a convoluted or historic heritage to be incredibly successful, just set out to create a legacy and consider what you want to hone in on when presenting your story to begin with.

BB: What do most quality gin brands today have in common?

Ward: The ability to combine attention to detail, both in how their gin is made as well as how it’s communicated in the marketplace, alongside having true provenance and a genuinely unique proposition in the flavor of their spirit.

BB: As in many spirits segments, do crafted or boutique gin brands today have an advantage over major manufacturers in building customer loyalty?

Ward: I’ve worked many aspects of the drinks industry, both as a journalist and as a marketeer to PR and more, so I have seen this question play out from many angles. I think It’s easier for the craft guys to begin with, but it’s only an advantage in that there is less to overcome. With strong leadership it’s possible to nullify that advantage.

Craft brands have the ease of fast turnaround and the ability to give more access, more transparency and present what they do very simply. It’s because the PR is the sales person who’s also the distiller, so everything is integrated. Bigger brands find it harder to do this because, quite simply, they are just bigger. It’s more complicated for them as their brands have had to become more multifaceted to appeal across continents, while the demands are also greater because they are competing in multiple markets. Access to the distillery team, communications over how a brand is positioned and turnaround of both information being released and projects being fulfilled all lose their edge as a result. More people involved in the process means it takes a little longer to deliver.

If you can overcome bureaucracy and inefficiency to make things happen while also keeping a high engagement approach to all customers and combine this with decent budgets and the personnel to deliver, it should be a no contest. Certainly, you need a strong team to do it, but when that happens, playing the underdog card doesn’t compare to what can be delivered by experts all pulling their weight. www.barbizmag.com

Hendrick’s Gin is almost “If cocktail culture the definition of a remains strong, so massive brand that has will gin. It’s reliant on maintained core loyalty a buoyant scene.” and keeps growing new brand advocates. They behave like a small craft brand, but do so on a global stage with large teams. The boutique brands just can’t compete at that same level, as they simply don’t have the people, know-how nor budget to see it through.

BB: What should bar owners and mixologists consider when building a new gin cocktail?

Ward: Take the time to understand what they are trying to build and what it takes to do that. Many bar owners will tell you of phenomenal cocktails that weren’t successful on their menus and it’s amazing to see just how many bartenders lose confidence in their ability as a result. Creating a new cocktail and making it a commercial success go hand-in-hand but are not one and the same thing. It’s important to understand who your patrons are and what they want, while also learning about how best to develop something that will challenge and excite them. All the big internationally recognized bars and bartenders who are praised for their creations didn’t suddenly go from pulling pints to world class cocktails, nor did they do it in the same venue overnight. Innovate a little at a time, take your audience with you as you go along, keep your eyes open to what others are doing in their bars and what you can learn from the gin makers themselves. One step at a time and you’ll gain the knowledge to allow you to create something really special.

Check out Olivier Ward on Twitter @theginblog and follow the Gin Foundry on Twitter @GinFoundry.

May 2015 Bar Business Magazine

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Liquid Assets

GIN

Recipes

Bramble

Queen Mother

Brockmans Gin Fizz

11/2 parts MONKEY 47¬ Gin 3/4 part fresh lemon juice 3/4 part simple syrup 3/4 part crème de mûre liqueur

1 oz Portobello Road Gin 1 oz Dubonnet 3/4 oz Aperol 1/4 oz Myers Jamaican Rum

Pour the gin, simple syrup and juice into a cocktail shaker ¬filled with ice. Shake well and strain over crushed ice into a highball glass.

Drizzle the cremé de mûre on top and garnish with a lime wheel and add a few blackberries.

Stir, strain, garnish with grapefruit peel.

11/2 oz Brockmans Gin 1 oz freshly squeezed lemon juice 1/2 oz Gomme syrup or simple syrup Soda water to top

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Bar Business Magazine May 2015

Build in a shaker with a handful of ice. Shake and strain into a tall glass of ice and top with soda water or as preferred. Serve with a lime twist.

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How To:

Master Mixology

Cocktail Ideas for the Onpremise Mixologist Cali Daiquiri Punch

S

pring is finally here, with longer days, warmer nights, backyard barbeques and brunches — all calling for thirst-quenching cocktails.

This season, instead of the usual warm-weather tipples, break with tradition and make some punches derived from classic cocktails to keep you and your guests in high spirits.

The punch bowl was the center of every cocktail party for centuries until the cachet of individual drinks

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came into play. But who wants to mix drink after drink when you've got a grill to tend and guests to entertain? This spring, continue the punch revival with supersized batches inspired by traditional and refreshing cocktails like the Tom Collins, Hemingway Daiquiri, Gimlet or Pimm’s Cup. Fruit, spice and spirits like rum and gin evoke springtime in a punch bowl, while St-Germain artisanal French

liqueur-based drinks add a touch of sophistication to daytime tippling.

With this new wave of cocktailinspired punches, on-premise and outdoor entertaining are made easy all season long. Here are some punch recipes derived from classic cocktails. All should be prepared in advance, adding the ice at the last minute. (Mixologists suggest a single large block, frozen in a quart container or Tupperware™.)

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How To: Sapphire Earl Grey Collins

Gin Cup

Punch Drunk Love

By Bombay Sapphire North American Brand Ambassador, Gary Hayward

By Bombay Sapphire North American Brand Ambassador, Gary Hayward

By Bombay Sapphire NY’s Most Imaginative Bartender Winner 2014, Enzo Cangemi

7.5 oz Bombay Sapphire gin 3.75 oz lemon juice 3 oz simple syrup 5 oz Earl Grey 5 oz club soda

7.5 oz Bombay Sapphire gin 4 oz Pimm’s 1 oz lemon juice 7.5 oz ginger ale 10 mint sprigs 10 cucumber slices 5 orange wheels 6 strawberry

14 oz Bombay Sapphire gin 7 oz St-Germain 1 sprig of sage 6 oz fresh guava juice 6 oz lemon juice Black peppercorn

Build with ice in punch bowl and stir.

Serves 5 people.

Pineapple and Sage Gimlet

By Bombay Sapphire North American Brand Ambassador, Gary Hayward 7.5 oz Bombay Sapphire gin 3.75 oz lime juice 3 oz simple syrup 7 sage leaves 5 oz pineapple juice Build with ice in punch bowl and stir.

Serves 5 people.

Build with ice in punch bowl and stir.

Serves 5-7 people.

Build with ice in punch bowl and stir.

Serves 5 people.

Singapore Sling

Cali Tidings Punch

By Bombay Sapphire North American Brand Ambassador, Gary Hayward 7.5 oz Bombay Sapphire gin 3.75 oz lemon juice 2.5 oz simple syrup 1 oz Benedictine 3 oz Cherry Heering 10 oz club soda Build with ice in punch bowl and stir.

Serves 5 people.

Sapphire Earl Grey Collins

Hemingway Daiquiri Punch 15 oz Caliche Rum 5 oz maraschino liqueur 8 oz fresh grapefruit juice 6 oz lime juice Build with ice in punch bowl and stir.

Serves 5-7 people.

Cali Daiquiri Punch 15 oz Caliche Rum 5 oz fresh lime juice 5 oz Stevia water reduction (10 drops of liquid Stevia to 1 oz water) 1 fresh strawberry Garnish: Strawberry or lime twist Build with ice in punch bowl and stir.

Serves 5 people.

The St-Germain Cocktail 2 parts Brut Champagne 1.5 parts St-Germain 2 parts sparkling water Build with ice in large carafe and stir.

Garnish with lemon. Serves 5 people.

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Cali Tidings Punch 1 liter bottle Caliche Rum 1 bottle of sparkling wine 16 oz of Ruby port 12 oz curaçao liquor 12 oz fresh squeezed and strained orange juice 12 oz unsweetened pineapple juice 8 oz fresh squeezed strained lemon juice 8 oz light agave nectar.

1 large block of ice Garnish: 1 cup of hulled and sliced strawberries, 2 large lemons pitted and sliced and a handful of mint leafs.

In a large punch bowl combine the Caliche, port, curaçao, fruit juices and agave nectar, stir until well incorporated, refrigerate for at least 4 hours. When ready to serve add the ice and garnishes to the bowl, gently stir in the champagne. Serve in small punch cups. Serves 10-12 people.

Sangria Flora

Rosemary Punch 1 cup Bombay Sapphire Gin 1 cup St-Germain ½ cup fresh lemon juice 4 cups freshly brewed jasmine tea 10 dashes orange bitters 8 rosemary sprigs Combine all ingredients in a punch bowl and stir well with plenty of ice to chill.

Ladle into punch glasses or rocks glasses. Serves 4-6 people.

Sangria Flora 3 cups Sauvignon Blanc or dry white wine ¼ cup St-Germain 5 fresh strawberries (halved) 5 fresh raspberries 5 fresh blackberries 10 fresh grapes Stir ingredients in a carafe. Let the mixture soak for 15 minutes (or longer if desired), then pour into ice-filled glasses. (The fruits listed are merely suggestions. Many combinations of local, seasonal fruit will work nicely with St-Germain. Be creative!)

Serves 4-6 people.

Punch Drunk Love www.barbizmag.com

May 2015 Bar Business Magazine

19

How To:

g Find Staffin Hotspots in the U.S.

On Bartending: go where the work is The concentrations of current bartenders working throughout the United States indicate what drives the service industry in this country and where the work can be found on-premise. By Doug Olenick

W

hen you think of nightlife, what do you think North Dakota and Key West have in common? Not much, most would assume. One is a somewhat barren and often times frigid farmland state, while the other is a favorite haunt of nautical drinkers looking for laidback imbibing in year-round warm weather. But in fact, these two distant destinations share a unique nightlife bond: according to a recent report

by CareerBuilder, North Dakota and Key West are the two hottest markets in America for bartending jobs.

As most people know, finding a job in your field is never easy, so

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being handed a map that indicates where the highest concentrations of such jobs are located can be a huge plus. This is exactly what the job search website CareerBuilders has done for bartenders.

CareerBuilders recently completed a study listing the states, cities and counties where the most bartenders are employed per 1,000 residents, and while there were a few no-brainers on the list, like Las Vegas, the study uncovered several out-ofthe-way locations that have very high demand for bartenders.

The study found that there are currently around 580,000 full- or

part-time bartenders in the United States, which equates to 1.8 bartenders per 1,000 people. The majority of these jobs tend to be focused in hot tourism spots like ski and beach resort areas, said Ryan Hunt, a spokesman for CareerBuilder who helped assemble the report. “Metropolitan areas with a tourism component as their key driver tend to have more service industry jobs,� said Hunt.

Some of the top tourism spots listed are Las Vegas, with 5.5 bartenders per capita; New Orleans, 3.4; and Manhattan at 7. (Interestingly, the other four boroughs that comprise May 2015 Bar Business Magazine

21

How To: New York City each have very low numbers of bartenders, with less than 1 bartender per 1,000 residents.)

Hunt pointed out that tourist destinations may have more jobs, but obtaining one might prove difficult.

“This industry is pretty competitive and employers will look for experience, so you need a résumé that backs up what you are claiming,” Hunt said.

Marian Kershenbaum, human resource manager for Sloppy Joe's in Key West, backed that statement up, saying it rarely hires bartenders from the outside, preferring to groom its own workers.

“In the 15 years I have been here we have hired only two people from the outside,” she said.

Sloppy Joe's preferred method is to hire someone for a security or server slot who also happens to have bartending experience. If that person expresses an interest in tending bar they may eventually be moved over.

Training can also be important.

A prospective bartender going to a local tavern may not need any formal

training, but the story is different for those who want to work in a Los Angeles or New York City hotspot.

“If you are going into a high-end

bar you might need to have attended bartending school,” Hunt pointed out.

Even more important, Kershenbaum said, is having the right

Shiftgig Announces Record Growth in 2014

S

hiftgig, the premier online community for the service industry that enables hourly workers to connect with businesses, announced record growth in 2014. The company’s revenue grew over 10X year-over-year, signifying that more and more businesses are turning to Shiftgig to augment their labor force.

2014 was a banner year for Shiftgig on numerous fronts. In addition to record revenue growth, the company grew its member base to over 1.1 million users, grew its client base by 5X, increased shifts worked 13X, and added 45 employees in product, engineering, marketing, sales and operations. Among the hires, Shiftgig brought on three key members to the executive team: Jill

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Bar Business Magazine May 2015

Erickson joined as Chief Revenue Officer; Dan Miller, as VP of Talent; and Michael Yoch, as VP of Product.

Additionally in 2014, Shiftgig secured $10 million in its first round of institutional financing, opened an office in New York City and released an ondemand service that connects businesses with qualified, vetted workers.

Shiftgig's on-demand service enables service industry workers who have been accepted to the program to find and learn the details about open shifts on a mobile app, access shift details with one click, and claim shifts that fit their schedule. Businesses have access to the profiles of each and every staff member working an event, one-click text and communication options, and the ability

to log hours and rate workers from their mobile devices or online.

Shiftgig was recognized for this innovative solution by being named an Up-andComer winner at the 2014 Chicago Innovation Awards.

“We are proud of what we have been able to accomplish the past year, both for our company and for the industry,” said Eddie Lou, co-founder and CEO of Shiftgig. “The hard work of our team has been instrumental in delivering a superior product to our clients.”

For more info visit shiftgig.com.

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attitude and personality along with being well organized and efficient.

“We can always teach you how to be a bartender,” she noted.

Tourism is not the only activity that increases the demand for bartenders. Two of the cities with the highest per capita ratio are Spearfish, South Dakota and Williston, North Dakota. These small metro areas with respective populations of 24,845 and 28,757 each have 8.3 bartenders per 1,000 residents and come in second and third on the CareerBuilders' list behind Key West, with 75,280 residents and 13.3 bartenders per.

Now, it's obvious as to why Key West has a lot of bars, but what about the Dakota badlands? The answer: gas and oil. “Say what you will about the use of fracking technology to extract fuel from the ground, but one thing it has done is create booming industries for these states that have created tens of thousands of jobs over the last several years. Many of the new workers are thirsty young men who need a place to unwind after spending a hard day in the oil and gas fields,” Hunt said.

The petro boom has boosted the bartender ratio not just in these cities, but across the entire state of North Dakota, giving it the highest bartender to potential drinker ration in the country at 5.2 per 1,000.

Montana was next in line, also at 5.2, followed closely by Nevada at 5.1.

Interestingly, areas with a higher bartender-to-populace ratio not only follow industry, but are very clearly defined by societal preferences. The study found a marked difference in the number of bartenders needed above the Mason-Dixon line compared to down south, Hunt explained.

Except for some of the large Gulf of Mexico and Atlantic tourism hot spots, most of the states from Virginia west to Missouri and then south average well below one bartender per 1,000 residents.

Arkansas, Alabama, Mississippi www.barbizmag.com

and Kentucky have the fewest number of bartenders in the country, while Utah, with its restrictive alcohol sales laws, is not far behind.

But even in a state such as Utah there are pockets where bartenders are in demand, such as Summit Park, where the ratio is 8.0 per thousand

due to area ski resorts.

“There is a sociological aspect to this: How we gather together differs from region to region,” Hunt noted, adding that many counties in these areas are still dry, where no alcohol can be served or purchased.

We’ll steer clear of those.

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Innovators Not Imitators Ultimate Bars designed for high volUme sitUations where fUnctionality and efficiency are important. as the original creators of the folding light-up bar every item has been thought and built by bartenders for bartenders. Based on a skeleton frame made of aircraft aluminum any or all the panels can be easily interchanged, branded or lit up with our battery operated led system. Ultimate Bars offer flexibility like no other bar on the market today and come with a lifetime warranty

• interchangeable Bar tops and configurations • Battery operated 16 color led lighting system • custom interchangeable Panels • company Branding • folds to 5 inches for storage and transport • made from aircraft aluminum CONTACT Ultimate Bars (714) 849-1340 www.ultimatebars.com www.facebook.com/ultimatebars www.twitter.com/ultimatebars

How To:

ght i R e h t d n i F Accountant

7 Ways to Avoid Making a Costly Choice

T

he relationship between you and the person you choose to do your accounting and taxes is far more important than you may realize. In the bar business, the right accountant can function almost like a partner. Chances are that you look to your accountant for advice and help with business decisions, so it’s crucial that the relationship be comfortable and trusting, particularly in today’s challenging economy.

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By William J. Lynott “CPAs are more than just individuals who do your yearly taxes,” says business consultant and author Maria Marsala. “The right accountant can advise you on a long list of other services, which may include advice on your accounting system, financial performance, estate/tax planning, retirement, and payroll management. CPAs are a crucial part of a business owner's professional team, along with a banker and a lawyer.”

Here are seven tips that should help you to find the person who is the best fit for you and your bar business:

1. Do a Careful Search for Prospects While you may be lucky in going with a recommendation from a friend, you should do your homework first. “The best way to locate a compatible accountant is to ask around the community,” says CPA and tax advisor Genevia Gee Fulbright, Durham, NC. “Ask other small business owners.”

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How To: “One of the most important factors in selecting an accountant is the quality of the customer service he or she provides,” says Vincent G. DiAntonio, CPA, J.D., Hass & Co., Media, PA. “This is reflected in everything the accountant does, from how quickly the client gets a return telephone call to the accuracy and reliability of the advice provided.

Sometimes a recommendation from a friend is the best way to find a good accountant, since some do not advertise. Many, in fact, acquire new clients solely through word-of-mouth.

That gives them a strong incentive to provide quality customer service.”

2. Verify Your Prospect’s Credentials “Some individuals working as bookkeepers or accountants have no formal license or education in accounting,” cautions Navin Sethi, CPA and tax manager with Rothstein Kass, Walnut Creek, CA. “That’s why you should do a thorough investigation before you hire an accountant. The best way to protect yourself is to hire a certified public accountant (CPA).

“In order to earn the CPA credential, an applicant must meet the requirements of the state or jurisdiction in which they practice.

The CPA applicant must also pass the national CPA exam and, depending upon the state, have some actual practical work experience before receiving their license. Finally, a CPA must adhere to requirements to take specified amounts of continuing

professional education courses annually to retain their license to practice. Your benefit is that you will be working with a professional who is required to keep up-to-date on the latest and best accounting methods.”

3. Be Sure To Check References Checking an applicant’s references is one of the most important steps in the hiring process. While it may be rare, even professionals can misrepresent their backgrounds and credentials or simply leave out important information.

Checking references takes a little time, but human resource professionals know that it’s a simple step that could save you from hiring someone who is woefully unqualified or simply not right for your business.

4. Find Out If You’re Comfortable with the Person “Go to lunch, have a conversation,” says Fulbright. “That will help you to decide if you’re both on the same page.”

Every expert interviewed for this story agrees with the need to have an at-length personal interview before hiring an accountant.

5. Use the 60% Rule “Look for a CPA who has 60% of his or her business coming from small business owners like you,” says Marsala. “They're more apt to keep up with the laws regarding clients they deal with most often. And make sure the person specializes in corporate accounting, including financial statements and audits.”

Business Accountant, Personal Taxes?

B

ecause some business owners feel that using the same accountant to do both business and personal tax work may not be appropriate, we asked our experts for their opinions.

“I would certainly advise that only one accountant be used for both business and personal purposes,” says CPA Carol Katz. “This is

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Bar Business Magazine May 2015

because the two are invariably intertwined. Year-end planning for a business impacts personal tax situations and vice versa.

In addition, as the business grows, the accountant can advise and assist with additional services, such as pension planning, estate planning, and buy/sell planning.”

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6. Consider Your Special Needs If you have or are anticipating unusual accounting problems in your bar business, you should look for an accountant with specialized training or experience.

“If you are in need of an outside audit for your business, additional designations such as CFE (Certified Fraud Examiner) would be helpful,” says Fulbright. “If you need a business appraisal/valuation, someone with an ABV (Accredited Business Valuation) designation or CVA (Certified Valuation Analyst) designation would be an advantage.”

Perhaps you have limited experience in personal financial management and would like to explore the possibility of increasing your investment portfolio. “An accountant who is also a Certified Financial Planner (CFP) would be a good choice when you need investment/ portfolio advice,” says Fulbright.

“You should always consult with your accountant before entering into any significant business or financial transaction,” says CPA Carol Katz, Baltimore, MD. “Undoing a poorly thought-out transaction or removing assets from an entity without causing unnecessary taxes can cost much more than the time spent on a planning meeting and document review.”

“The nature of small businesses requires owners to consider succession planning,” says DiAntonio. “Generally succession planning consists of either transferring the business to the next generation, selling the business outright to a third party, or, perhaps, to an employee. This will often be one of the most significant life events of a business owner and should be planned appropriately by a trusted advisor.

“Typically, a CPA who knows the business and its assets can bring additional value to a potential sale or transfer. Also, once the business is converted into cash or a revenue stream, a financial planner can assist the client in maintaining and growing the client’s wealth.” www.barbizmag.com

7. Don’t Be Afraid to Make a Change It’s always possible that you will find yourself working with an accountant who simply isn’t right for you and your bar business. If you should find yourself in that position, say our experts, you should not hesitate to look for a replacement. Your

accountant is too important to your success for you to compromise.

Bar owners should continually review where they are in the life cycle of their professional careers. “They may need to change the business form of the entity as their business grows,” says Katz.

Get in the mix.

In print, in person and online.

The premier how-to resource.

BAR BUSINE$$ www.barbizmag.com

May 2015 Bar Business Magazine

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Limited Liquor Licenses:

Rising to the Ultimate Cocktail Challenge

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Bar Business Magazine May 2015

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In addition to finding new ways to play up sherries and vermouths, Peet is having fun with ciders from the Basque region. He notes that bringing cider into the cocktail-making palette as a lengthening agent helps create volume (more “cocktail’) while adding a “umami-savory” element to the finished flavor profile that highlights the food and gets the customer asking questions about what’s in the drink. One of Donostia’s most popular cocktails is described by Peet a fino spirit highball sweetened with vermouth and honey, balanced with grapefruit and black pepper flavors, and lengthened with cider rather than club soda for the sparkling element. Peet’s variation of the Zombie swaps out three types of rum for three different sherries, then factors in traditional ingredients like ginger, vanilla, grenadine, bitters and other bells and whistles.

“The limited liquor license forces you to see the angle that most people don’t look for or shy away from,” says Peet. “By thinking outside the box and being forced to face challenges, that’s when your skills get tested and can be improved via every new creation, and you have to flesh yourself out as a professional.

There are limits to what you can do and some drinks that just cannot be made or replicated without certain products. But we’ve got a highball, a sour, a sparkling 30

Bar Business Magazine May 2015

“The limited liquor license forces you to see the angle that most people don’t look for or shy way from. Being forced to face challenges, that’s when your skills get tested and improved.” cocktail, a tiki cocktail, a spirit cocktail, a flip using a whole egg and other classic cocktails, as well as some non-alcoholic drinks. With the products I was allowed to use and what I could create on my own (i.e. mixers) that would fit into the license, I could hit almost any category you could hit on any bar’s cocktail menu in New York City. This is important when you’re working in a box with rules.”

Although Peet says that getting a full liquor license is preferable in many circumstances (including with regards to the cost of making drinks), the ability to have everything you could hypothetically want as a bar manager or owner could create “too much choice,” which would potentially stunt one’s creativity and dilute the focus of the bar program. www.barbizmag.com

“It starts with how far you can think outside the box, and then make it work,” Peet affirms.

Pouring And Pairing Mattie Beason, Beverage Director and co-owner of Six Plates Wine Bar in Durham, North Carolina, notes that his restaurant bar is a limited liquor license holder by choice because the owners and chefs involved want to create their own niche rather than fit into one that’s already pre-set.

“I avoid being called a ‘tapas’ bar, as that designation can be very limiting and over simplified into perception as two shrimp on a plate, where we are a little more formal in our plates,” Beason insists. “We wanted to concentrate on food and wine pairings, so it was intentional on our part.”

Even with that, Beason acknowledges that the classic and modern cocktail booms have shaped customer expectations and become integral to the dining experience as a whole.

For this reason, they’ve had to work a cocktail menu into their equation, which in turn, has bolstered the restaurant’s word-of-mouth and bottom line. He also points out the limited liquor license has prompted the bar and kitchen staff to be “more original, more interesting and better at their jobs” as they are developing a stronger sense of what elements will mix best together and what flavor profiles work with the small plates on the food menu.

“People enjoy (cocktails) as a starter to an interesting meal, or even more so an aperitif,” Beason says.

“A cocktail is a palate cleanser as well as an opportunity for the customer to take a break from eating. It fits in a number of different places. That said, our cocktails are also revenue generators.

Because they have less alcohol, they are much easier to sell. For those who are driving, the lower liquor content has an appeal to them as they can enjoy it during a lingering meal and have less alcohol in their system. They get the same flavor profile, feel and artistry without the excess alcohol.”

Though sherries have their place, Beason points out the fortified Italian wine Barolo Chinato is an excellent cocktail foundation. The cocktail program has also enabled both the bar staff and customers to expand their vermouth vocabulary beyond Martini & Rossi. He notes that vermouths used at his bar come from different countries, are made with different processes and have different flavor profiles. www.barbizmag.com

“Vermouths are not just available in sweet, dry variations, but also sweet and extra dry, more variations as you would see with other types of spirits like whiskey and bourbon, and therefore different options,” he adds. “Some are great just with some soda water and a sliver of lemon.”

Fortified Contenders Eric Aracil, spokesperson of the Roussillon Wine Council (CIVR), says that the region’s heady Fortified Sweet Wines (Vins Doux Naturels) are a great alternative to spirits for building cocktails because of their inherent versatility. In contrast to neutral spirits, he explains that they don’t require as many ingredients to produce a complex and interesting cocktail. Because of the way they are produced, the presence of the wines’ residual sugars means bartenders do not have to add sugar or syrups.

Their aromatic qualities also lessen the need to add too many ingredients such as spices or juice.

“Whether in a short or a long drink, both nonoxidized and oxidized fortified sweet wines can be used to craft cocktails, either as an extra ingredient or as its entire base, and each kind adds a different dimension to the cocktail they are used in,” says Aracil. “The non-oxidized kinds add delicious fruity and floral notes, which satisfy a sweet tooth while remaining fresh and sometimes even spicy on the palate. Oxidized varieties, with their aromatic complexity and depth, refine and add incomparable subtlety to any cocktail.

They are especially good substitutes to dark spirits often used in cocktails such as rum, Armagnac, cognac and whisky. In this manner, young Fortified Sweet Wines will best be used in ‘punchy’ cocktails for a refreshing drink, while older, amber Fortified Sweet Wines are well suited to cocktails meant to be slowly sipped.”

Aracil adds that Fortified Sweet Wines not only provide another alternative to hard spirits, but also allow for bar staff to introduce consumers to a way to see French wines in a different light, providing a new and exciting way to discover a grape’s aromas and flavors. That said, it constitutes a challenge for the bartender, as they should make sure to respect the natural expression of the wine being used and ensure the soul of that Fortified Sweet Wine isn’t lost in the cocktail.

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A Balancing Act

Show some respect: Cocktail waitressing is the toughest job in the bar business. In Part 2 of our look at the profession, we talk about the special skills and nuances that make a good cocktail waitress into a great one.

By Bob Johnson, aka “BobTheBarGuy.com�

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Bar Business Magazine May 2015

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I

n my opinion, the toughest job in the bar business is cocktail waitress. They have to put up with a lot — from customers as well as from bartenders and managers. They are not appreciated enough and are shown little respect. Some tips for making them great:

Serving And Collecting Serve the ladies first if in a party. The rung-up redlined guest check stays in your apron or in a designated slot in the service area. Sub-total the tabs when time permits, unless you have a register that gives a previous balance. Give a receipt for every transaction.

When collecting money in any denomination from your customer, always remind him/her of the denomination of the bill. “Flash” the bill in front of the customer and always say “X out of X” (e.g. $7.50 out of $20”). This can save you trouble, because many times a patron thinks he has put out a bill of a higher denomination.

(Does alcohol sometimes impair judgment? Duh.) Do you give your customers a receipt for every order they place with you? If not, why? Every customer gets a receipt for every purchase made in a bar. It’s the law.

It’s also a great theft deterrent Always serve a drink using your tray. Carrying a drink by hand is tactless and unprofessional. The real purpose of the tray is to give a better presentation of service, “with style.” You will also be able to pick up more dirty glasses, bottles and ashtrays on the return trip to the cocktail waitress station.

Your Tray Should Stay Glued to Your Hand at All Times If you serve drinks with your bare hands and don’t use a tray, you’ve probably messed up the shell of the glass. That’s the customer’s domain, not yours. Several times I have seen waitresses pick up a glass from the top – her fingers curled around the rim, the part

If it has a stem, use it: Cocktail waitresses never touch the shell of a Martini glass, Brandy snifter, Champagne flute or wine glass with their hands. people drink from. Cocktail waitresses must never touch the outside shell of a Martini glass, Brandy snifter, Champagne flute, or wine glass – any glass that has a stem – with their hands. We’re only allowed to pick up stemmed glassware by the stem, not the shell. Bartenders should constantly watch cocktail waitresses serve drinks on the floor. If waitresses are not following proper serving technique, they must be corrected immediately.

Constantly roam through your station picking up empty bottles, glasses, soiled napkins, and empty ashtrays (always “cap” an ashtray in front of a customer). Inquire about additional drink orders and make yourself available to your customers at all times for their needs. If it’s slow, stand in your station area

So, How Good Are You? A checklist.

Are tables and chairs clean?

Is the candle lit?

Are clean ash trays on the table?

Are chairs properly rearranged after cleaning the table?

Is the floor free of napkins, straws and sword picks?

Do you place beverage napkins when you first approach a table?

Is your greeting pleasant and does it sound sincere?

Do you thank the party for their order?

Do you use proper abbreviations and print clearly on checks?

Are proper garnishes being offered and used?

Do you serve the ladies first?

When you take the initial order, do you inquire as to method of payment? “Will this be cash, or would you like to start a tab?”

Do you check for re-orders when glasses are 1/3 empty or less?

Do you have a positive approach when checking for re-orders?

Do you thank the party after payment and leave the impression

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that you enjoyed serving them?

Do you know the names of entertainers, what days they work, what hours, and how long their breaks are?

Do you keep the service area neat?

Do you replenish garnishes, straws and napkins when low?

Do you help the other waitresses collect for checks, garnish orders clean tables and make change when you’re not busy and they are?

Do you understand the importance of being at work on-time or even a little bit early?

Do you have a positive attitude about filling in for someone who is legitimately sick or on vacation?

Do you ask for help when behind?

Can you answer questions about drink contents?

Do you know prices?

Do you average 15% of sales or above in tips?

DO YOUR CHEEKS HURT FROM SMILING? May 2015 Bar Business Magazine

33

Ask yourself, each shift: Is your greeting pleasant and does it sound sincere? Do you have a positive approach when checking for re-orders? Do your cheeks hurt from smiling? and just be there in case a customer needs something, or just walks in. In other words, don’t lounge around the service station area talking to fellow employees about last night’s date or personal problems. If it’s still slow, go to the entranceway of the club and greet the next customer coming in. “May I show you to a seat?”

Of course, you’re going to seat that customer in your station. In most clubs, there should be several girls waiting at the front greeting customers. Your job is to sell liquor, provide quality service and make it happen.

A little personality at the front goes a long way.

When your customer is ready to leave and asks for the check, add it up. If using a calculating machine, staple the tape to the check. Present the check face-up 34

Bar Business Magazine May 2015

to the customer with the total written in big numbers, circled. Never announce the total — always present the check. When bringing the change back, always count the money back out loud, placing it on the table, never in the customer’s hand (give him a chance to look at the change on the table. It gives them a couple of extra seconds to think about your quality of service).

“Fan” the change on the table top as you count it back, placing larger bills on top so the customer can see that the change is correct.

Scheduling Cocktail Waitresses I remember when I would spend an entire eight-hour day laboring over the weekly cocktail waitress www.barbizmag.com

schedule. The phone would ring. “What days do I work next week, Bob? I need to know if you’ll give me next Thursday off. I originally asked you for Wednesday off, but my boyfriend can’t make it back to town until the next day. So, can you change me to Thursday off?”

So, for the third or fourth time, I crumble up the schedule and start over. I had the schedule “fixed” – set in stone – and now I have to change it again and switch people around just to accommodate this one person who had a last-second change of plans?

If you try to accommodate each and every “Request for Change of Schedule,” you won’t have enough time to run the business. It’s a waste of your time to keep changing the schedule to accommodate personal requests.

There’s an easier way. Lock in your schedule and keep it the same week to week. No changes. Then, rely on a strong “team/family” attitude from your staff that strives to help one another, led by a Head Waitress and a Head Bartender who can keep this under control and keep it fair. But remember, the business always comes first. The business must win, or no one wins.

My “fixed” schedule looks something like below: Don’t put the names on the left side of the schedule yet. Once you have decided on the hours necessary to cover the needs of the business, then give the schedule to your Head Cocktail Waitress and have her fill in the names on the left (seniority usually dictates who gets to pick first). The hours posted on the schedule are followed by, for example, # 1, etc., which is the station assignment.

This is a permanent schedule. Permission for any daily adjustment to the schedule goes through the Head CW. If you have a strong Team Family group of people, then covering for a person because of a personal situation shouldn’t be a problem. Employees should want to help each other out. An employee is not allowed to go into overtime because of a schedule change covering for someone. The Head CW and the Head Bartender is responsible to the Bar Manager for making

Cocktail waitresses maintain a delicate touch and balance. sure all shifts are always covered. Each department takes care of itself, amongst itself. Management should not have to be included in schedule situations.

Using the “locked-in” schedule makes all the difference. The staff knows exactly when they’re supposed to work every week. Regular customers know when their favorite server/bartender works. They will stop by more often, knowing that “Sally” works today from 12 to 6, for example. Now employees can actually plan a personal life outside of work, and showing up late for work diminishes because each girl gets into a routine. Morale picks up. Business picks up Management doesn’t have to spend 8 + hours a week making a new schedule. Management is finally relieved of this terrible “schedule burden”.

Remember: Good cocktail waitresses are hard to find; keeping one is even harder.

Bob Johnson, Bar Management expert, is a multi-unit beverage director who specializes in inventory control, bar management and bartending. His book, “Manage Your Bar My Way!” is a compilation of 50 years of making mistakes and finally getting it right. It’s a “one of a kind” publication.

Contact Bob at 800-447-4384 or visit his website at BobTheBarGuy.com.

Cocktail Waitress Schedule, Weekly (Sample) Name

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Monday

Tuesday

Wednesday

Thursday

Friday

Saturday

Sunday

6-CL / #1-2

6-CL / #3-4

OFF

OFF

4-12/#3

OFF

12-8 / #3-4

6-CL / #3-4

6-CL / #1-2

OFF

OFF

OFF

4-12 / #3-4

12-8 / #1-2

OFF

OFF

12-6 / #1-4

11-6 / #1-4

6-CL / #1

6-CL / #1

OFF

12-6 / #1-4

12-6 / #1-4

OFF

OFF

6-CL / #2

6-CL / #2

8 -CL /#3-4

OFF

OFF

6-CL / #3-4

6-CL / #1-2

8-CL / #4

8-CL / #4

8-CL #1-2

OFF

OFF

6-CL / #1-2

6-CL / #1-2

12-6 / #1-2

12-6 / #1-2

OFF

May 2015 Bar Business Magazine

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CHICAGO BOSTON

LAS VEGAS Los Angeles MIami new york

Chicago Rasta

Two brothers have found a niche amongst the cold confines of Chicago by offering the warm, home-cooked authenticity of Jamaican cuisine and cocktails as they branch out with the second coming of Mr. Brown’s Lounge.

By Chris Ytuarte

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Bar Business Magazine May 2015

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T

he Windy City in the middle of winter earns its famous nickname — it is windy and it is cold. Very cold. Perhaps that explains why Executive Chef Chris Douglas and his brother, Terry Meghie, have seen such success with their Jamaican restaurants here; after all, what could be better on a snowy Chicago evening than some spicy jerk chicken and a Red Stripe at Mr. Brown’s Lounge?

“Where most restaurants and bars tend to see a drop or lull in their business over the months of January, February and sometimes into March, those have traditionally been three of our strongest months,” says Meghie.

“Yes, in the winter we see a jump in our business,” Douglas confirms. “We see that people want that Jamaican heat, and since they’re not able to go outside and barbeque themselves they come here. It’s a different flavor and spice here. It’s reggae music and the islands.”

This month, Mr. Brown’s Lounge, known around Chicago for its standout jerk chicken and authentic Jamaican cuisine, will be expanding to a new downtown location at 81 East Wacker Place, in what is known as the East Loop neighborhood. The original location, now in its sixth year in business at 2301 W Chicago Avenue in the West Town area, remains the model for this expansion, and its success has afforded Douglas and Meghie a chance to grow the brand.

Douglas, born and raised in Jamaica, teamed up with his brother Meghie, who was born and raised in Chicago, to launch the original Mr. Brown’s Lounge in 2009. The success of the brand, opening a new location, and the city’s embracing the Jamaican experience are all enhanced by the fact it is a family affair for the brothers, with Meghie’s wife, Carrie, also being a co-owner.

Some cocktails feature traditional Jamaican spices. www.barbizmag.com

“Mr. Brown” refers to a famous reggae song by Bob Marley and the Wailers.

“We’ve learned a lot,” says Meghie. “There are certain things you initially take for granted — you think the communication and the ability to speak frankly with your family members is something you think is going to be easy. But sometimes, because it’s a mix of family and business, it makes it harder, especially when you have situations that are a little more counterproductive than what your expectations are, and now you need to come up with some type of change or fix.”

Both Meghie and Douglas say they’ve worked hard to build a business that not only is successful and profitable, but is also a testament to their ability to work together as family and create an environment that both of them enjoy on a daily basis.

“It’s making sure we’re both eye-to-eye on everything,” says Meghie. “I think we have the same philosophies but sometimes we have different opinions or approaches to situations. That’s something we’ve learned and we worked to get to a point where not only do we understand each other better and we know what makes each other tick and what’s productive, but we have an entirely different grasp of it by working together. The first two years were great because everything what great, the business was booming and everything was constantly on the uptick. There weren’t many major things for us to butt heads on. But we had some periods, and we’ve come out of it a lot stronger and united and on the same front, and I think we’re both as driven and passionate as ever about our brand and what we want to do and how we’re cultivating it.”

May 2015 Bar Business Magazine

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CHICAGO BOSTON

With the second iteration of Mr. Brown’s Lounge set to open, just like the first, the restaurant will serve authentic Jamaican dishes using family recipes passed on through several generations. Rice and peas, fried plantains, and Jamaican style cabbage will be served alongside the signature jerk entrees. (Jerk is a style of cooking native to Jamaica in which meat is dry-rubbed or wet marinated with a very hot spice mixture called Jamaican jerk spice). Entrees are made daily from scratch and prepared in the same method as on the island. The chicken is marinated overnight and then slow cooked on a charcoal grill for maximum flavor.

Mr. Brown’s Lounge will continue to serve all of the dishes from its current location in the new venue, which includes the signature grilled jerk chicken wings and arguably the best mac & cheese in Chicago — a secret family recipe that blends Jamaican flavors with an American touch. Additional American and Jamaican blended dishes include the jerk Caesar salad and the jerk burger.

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LAS VEGAS Los Angeles MIami new york

Keeping with traditional Jamaican island styles, Mr. Brown’s Lounge features many classic rum cocktails.

“In terms of the menu of food and drinks, most things will basically remain the same,” says Douglas. “We try to keep that same authentic flavor and taste. We’ll add a few new items for the downtown crowd, but the pace and the authenticity remains the same. It always goes back to authenticity. We try to keep the Jamaican flavor. We serve Red Stripe beer and things we would drink down there with our food flavors. With jerk chicken, Red Stripe and rum punches work well.”

Douglas and Meghie initiated a significant renovation of the new location in order to nearly double the size of the space to accommodate approximately 85 seats. Designed by Simeone Deary Design Group, the new venue’s vibe will be www.barbizmag.com

authentically Jamaican but with a modern twist. The carefully curated décor will consist of signature pieces collected from the streets of Jamaica including roadside reggae posters, black bamboo, and Rasta hat art pieces, providing an atmosphere that transports guests from the busy, frenzied city of Chicago to the relaxed and inviting culture of Jamaica. The space will be warm with the Jamaican colors of green and gold complemented by the light, but soft undertones of whites and off-whites. Music will play a large role in the experience, with a record album wall portraying the great history of Jamaican artists accompanied by the sounds of the island from traditional to contemporary.

“The differences in the design aspects of the space will afford us a new look and clientele,” says Meghie. “Our West Town location is a little bit more laid-back and casual, while the new East Loop location is geared towards more of a restaurant-centric crowd. Because of that we’ll have different dynamics and we’ll have a demographic that we’ll see downtown that we may not always see in West Town.

Granted, we fully expect both to be very diverse.”

“We try to keep the Jamaican flavor. It always goes back to authenticity,” says Douglas.

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Mr. Brown’s Lounge Executive Chef Chris Douglas was born and raised in Jamaica.

One of the most vital changes, the brothers agreed, was a larger kitchen for the new venue, as the restricting space in the original location sometimes created problems. “There had been times in our history where we’ve had some hiccups, mostly based around our existing kitchen set-up, which has been less than ideal,” says Meghie. “It’s very small. And because of the demand for our jerk chicken, sometimes it caused issues with being able to accommodate that demand, where you could get some non-favorable customer feedback.

But Chris feels the same as I do, that we’ve gone through some painstaking lengths but we’re very pleased where things are today.”

The name, Mr. Brown’s Lounge, pays homage to traditional Jamaican folklore. The story relates to a rumor that was spreading through Jamaica that a duppy, or ghost, had been spotted in numerous locations speeding through the land on a three-wheeled coffin. Perched on the coffin were three John crows, or buzzards, one of which could talk and was asking for a Mr. Brown. The story served as inspiration for the song, “Mr. Brown,” written by Glen Adams and sung by Bob Marley and the Wailers. With that kind of mythology behind them, moving into downtown Chicago is something both Meghie and Douglass think will work well.

“The East Loop, particularly at Michigan Avenue and East Wacker Place, is the epicenter of activity, especially with the residential and hotel development surrounding the area,” says Meghie. “Mr. Brown’s Lounge is a food-driven concept, and there is nothing quite like it downtown. We are excited to bring it to a whole new community of people.”

May 2015 Bar Business Magazine

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Inventory Strongbow® Hard Apple Ciders Variety Pack Arrives

ZMIX Expands Availability Nationwide

Strongbow Hard Apple Ciders, the #1 selling global cider brand and the best tasting hard cider at the 2014 World Beer Championships, announces the launch of a new Strongbow Variety Pack. Joining Strongbow favorites, Gold Apple and Honey & Apple, are new Strongbow Red Berries and Strongbow Ginger, two exciting and refreshingly premium flavors that tap into LDA+ consumers’ demand for new and interesting taste experiences. Launching at retail in March 2015, the Strongbow Variety Pack will be available in 12-pack bottle formats that includes three of each of the four distinct Strongbow flavors.

The variety pack is sold nationally and available year-round.

The variety pack unveils two new flavors, Strongbow Red Berries and Strongbow Ginger. With refreshment at its core, Strongbow Red Berries delivers a blend of sweet, tangy mixed berries with subtle lemon notes and crisp apple finish, while Strongbow Ginger pairs the taste of fresh-sliced ginger with muscato notes for an undeniably refreshing experience.

Visit HEINEKENUSA.com

One of the hottest new products in the alcoholic beverage industry – ZMIX™, the world’s first concentrated cocktail mixer with zero calories and all natural flavors – is creating a “buzz” among consumers with its Purple Hooter, Lemon Drop and Cosmo flavor offerings. Voted the #1 “New Product of the Year” by Beverage Industry® for 2014, ZMIX is a super-concentrated liquid contained in a compact, portable bottle that has been carefully formulated to enhance the flavor of an alcoholic drink with just one drop, making it the first of its kind in the industry. The product was originally developed and launched by four Knoxville Catholic High School graduates and lifelong friends in East Tennessee last year, but has recently taken off in terms of retail distribution and consumer demand. Each 1.6-ounce bottle of ZMIX makes approximately 24 cocktail servings, while most other mixers (1 Liter) currently on the market typically make eight. The product retails for $4.99 and is currently available in areas of Tennessee and Georgia with additional expansion happening now. For more information visit drinkZmix.com.

Flame On!

Narragansett Innsmouth Olde Ale

Star Industries, a Long Island-based liquor distributor released a new cinnamon-flavored whiskey called Wild Flame this March. The launch of the product places Star Industries in the midst of the latest trend in liquor, making it one of the largest distributors in New York with the newest flavored whiskey on the shelves, and giving other brands a run for their money.Wild Flame Cinnamon Whiskey is naturally flavored with cinnamon and colored with caramel, giving it a fiery cinnamon taste that both experienced and amateur whiskey drinkers will enjoy. It can be served on the rocks, neat, or mixed in a variety of cocktails. A Wild Flame signature mix is the French Toast shot - one ounce Wild Flame Cinnamon Whiskey, one-half ounce Llord’s Butterscotch Schnapps, and one-half ounce orange juice.

Wild Flame is available now in liquor stores across Long Island and the tri-state area. The boom of flavored whiskey is enabling drinkers who would not normally opt for whiskey to expand their tastes.

For more information, visit star-indust.com.

Narragansett Beer today announces the release of Innsmouth Olde Ale, the second installment in the Lovecraft Series of limited edition beers that celebrate legendary horror author and lifelong Providence resident, H.P. Lovecraft. Innsmouth Olde Ale is an English-style Olde Ale crafted in collaboration with Revival Brewing Company. Each beer in the newly launched Lovecraft Series is based on a different Lovecraft tale. Drawing inspiration from “The Shadow Over Innsmouth,” – which chronicles one man’s ominous visit to the fictional seaside town of Innsmouth, Massachusetts – the dark, malty Innsmouth Olde Ale represents the shadow that hangs over the blighted town of Innsmouth and its strange inhabitants that spawn from the “Deep Ones.” The label illustration was designed by famed Lovecraftian and Rhode Island artist, Jason C. Eckhardt. Narragansett created the ale as an American craft interpretation of the select stock ales served at taverns and roadside inns in Olde England. Brewed under the supervision of Sean Larkin, Head Brewmaster for Narragansett and owner of Revival Brewing, Innsmouth Olde Ale is made with a combination of Two-Row Pale, Crystal, Cara, Dark Munich and Chocolate malts. Visit www.narragansettbeer.com.

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Garrison Brothers Launches Single Barrel Bourbon

Introducing Thump Keg Brewing

Reserve 101 is launching the first-ever Single Barrel Bourbon from Garrison Brothers, the oldest legal whiskey distillery in Texas. In 2011, Garrison Brothers set aside 342 of the finest tasting, highest quality bourbon barrels on its ranch in Hye, Texas. Reserve 101 co-owner Mike Raymond was invited to the distillery in November 2013 to be the first to select a barrel from that crop, tasting from a dozen different barrels before making his selection. The barrel yielded 36 bottles (750mL) of one-of-a-kind, 94-proof Texas Straight Bourbon, which will be sold exclusively at Reserve for $25/shot. Distilled in July 2010 and bottled in February 2015, it’s one of the oldest bourbons that Garrison Brothers has ever released.

Each bottle features a special silver sticker that says, “Handselected by Master Distiller Donnis Todd for Reserve 101.”

For more information, visit www.reserve101.com.

Some of the most enjoyable experiences in life come from combining two very different and unexpected things. Styles of music, flavors in food, trends in fashion – the list goes on. Now there’s a beer brand that combines two seemingly contrasting ideas to provide something new and exciting, with the launch of new Thump Keg™ Brewing Co. The beers brewed by Thump Keg Brewing Co. are unique beer styles created by using the same foundation ingredients as its collaboration partner spirits brands, resulting in distinctive, flavorful beers to be enjoyed responsibly.

Although the Thump Keg line of beers does not contain distilled spirits, it is the use of the same “mash” bill or grain recipes from the spirits products that inspires each of the beers in the Thump Keg line. Thump Keg Brewing Co. brings high quality and great taste together with its first two beers: the Thump Keg Brewing Co. Rye IPA in collaboration with George Dickel Whisky and Thump Keg Brewing Co. Agave Amber Ale in collaboration with Peligroso Tequila. Whisky lovers will appreciate the Thump KegTM Brewing Co. Rye IPA, inspired by George Dickel Whisky, since the brew uses the same underlying grains to create the mash bill for this Rye IPA. To learn more visit ThumpKeg.com.

Save the Drama for Johnnie

Luxco Launches Hand-Bottled Bourbon

There’s Johnnie Red, Johnnie Black, Johnnie Blue and now…

Johnny Drama. Today, the world’s No. 1 selling Scotch whisky brand announces the introduction of Johnny Drama Label, a limited time offering, as part of its partnership with Entourage, the new feature film from Warner Bros. Pictures and Home Box Office. From career flops (ahem, Johnny’s Bananas) to starring roles, personal downfalls to epic conquests (“Victory!”), Johnny “Drama” Chase continues to persevere with unrelenting optimism, earning him the bragging rights of having his face on the bottle. Featuring someone’s face on a bottle – fictitious or otherwise – is a departure for the Johnnie Walker brand, which is a globally recognizable luxury brand. The Johnny Drama Label will be available for a limited time with a suggested retail price of $65.15 to honor the movie’s 6.5.15 release date.

Fans can follow @JohnnieWalkerUS on Facebook and Twitter for more information on the partnership and what’s to come. Entourage and whisky enthusiasts across the U.S. come together to celebrate this limited offering. For more information visit www.johnniewalker.com.

St. Louis-based Luxco announced the launch of its limited release, ultra- premium bourbon series, Blood Oath. This brand-new craft bourbon whiskey series is unique to the market as it will highlight a different variant, or Pact, each year. The inaugural Pact, named Blood Oath Pact No. 1, consists of a special blend of three carefully selected, top- notch Kentucky Straight Bourbon Whiskeys, blended and bottled by hand, resulting in one distinctly exclusive and unimagined bourbon. The debut combination, bottled at 98.6 proof, is available in limited quantities nationally in 750ml bottles, with a suggested price of $89.99. The bourbons in Pact No. 1 range from 6 to 12 years old. Blood Oath’s unique package is topped with a custom, eco-friendly natural cork and labeled with a heavy certificatestyle paper stock. Rempe’s signature, along with the specific bottle’s creation date and the story behind the pact, mark each bottle label. After Pact No. 1’s limited edition run, Pact No. 2, consisting of an entirely new combination, will subsequently be released in 2016. For more, visit bloodoathbourbon.com.

www.barbizmag.com

May 2015 Bar Business Magazine

41

Holiday Happenings

June 2015

5

6

June 1: Heimlich Maneuver Day. Get all your employees trained and certified in this life-saving maneuver today. Your customers will eat and drink at ease.

June 5: National Moonshine Day. Check out the April 2015 cover feature in Bar Business on the moonshine scene making moves: http://issuu.com/ barbusinessmagazine/ docs/april_2015_bar_ business/32

June 6: National Trails Day. Organize a hiking excursion for your regulars and then watch how much more they drink when you get back to the bar.

Thirsty people = hefty dollars.

13 June 13: World Gin Day. Your grandfather loved it, why not give it a try? The juniper giant is a great base spirit for cocktail specials tonight.

42

14 18 June 14: National Bourbon Day. Toast to this true American spirit today by heading to New Orleans for a weekend on Bourbon Street.

Bar Business Magazine May 2015

June 18: International Sushi Day. Change things up today; bring in some sushi and serve up sake drinks for your more adventurous patrons.

7

12

June 7: VCR Day. Free shot for anyone who brings in an old VCR tape to be destroyed.

Move on, people. Even DVDs are getting dated.

June 12: Crowded Nest Awareness Day. Free drink to anyone who can prove they have a child over 21 still living at home.

They need it. Badly.

21

25

June 21: National Daylight Appreciation Day. You have customers who look like this guy who haven’t seen daylight in years. Get them started today by introducing them to the sun.

June 25: Global Beatles Day. A perfect day to load up the jukebox with the best band ever and salute The Fab Four.

Need some Help!?

June 25: Neftali / Shutterstock.com

1

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Index of Advertisers Company

web site address

page #

Agave Loco LLC (RumChata)

www.RumChata.com

19

Barzz.net

www.barzztopz.com

20

Harbortouch Corp

www.Harbortouch.com

C2

Harbortouch CA

www.iHarbortouch.com

5

Heineken USA

www.HeinekenUSA.com

3

Innova Products

www.InnovaProductsLTD.com

23

Pernod-Ricard

www.pernod-ricard-usa.com

9

Plug In & Pour

www.PlugInandPour.com

16

TouchTunes

www.TouchTunes.com

15

Ultimate Bars

www.UltimateBars.com

24

Inventory Companies

Blood Oath Bourbon

www.BloodOathBourbon.com

Garrison Brothers Bourbon

www.GarrisonBros.com

Johnnie Walker

www.JohnnieWalker.com

Narragansett Beer

www.NarragansettBeer.com

Strongbow Hard Apple Cider

www.DiscoverStrongbow.com

Thump Keg Brewing Co.

www.ThumpKeg.com

Wild Flame Whiskey

www.Star-Indust.com

ZMIX

www.DrinkZmix.com

To advertise in Bar Business Magazine contact Art Sutley Phone: 212-620-7247, Email: asutley@sbpub.com www.barbizmag.com

May 2015 Bar Business Magazine

43

Owning Up

Debunking Lease Renewal Myths For Bar Tenants

By Jeff Grandfield and Dale Willerton – The Lease Coach

R

eaders of our new book, Negotiating Commercial Leases & Renewals For Dummies, will learn that many lease renewal myths exist. Considering that the average bar tenant only negotiates a couple of leases in their lifetime (and sometimes with the same landlord), it’s easy to understand how leasing myths can persist.

Occasionally, these myths are created and propagated by the landlord, but also by real estate professionals looking to serve their own interests.

Here are a few myths to beware of: Myth #1: You must exercise your renewal option to extend your lease. 98% of the successful lease-renewal deals that The Lease Coach completes for tenants don’t exercise the renewal-option clause.

If they did, everything except the rental rate would have been off the table for negotiation. All of your negotiations on a renewal term should be done well in advance of your current lease expiring. If your landlord is unwilling to negotiate with you or you’re unable to achieve the terms you’re looking for, that’s when you consider your renewal option. If you play your leaserenewal cards in the right order, you may be able to negotiate for all kinds of inducements and changes that you were not aware of when you signed your first lease agreement.

Myth #2: Rental rates can only go up. We hear this all the time from tenants: “The landlord wants an increase on my lease-renewal term”.

Of course the landlord wants an increase, but that doesn’t necessarily mean they are going to get it. Rental rates vary across the country and property to property. One important factor to consider is the Consumer Price Index (CPI) or inflation. The inflation rate for various cities differs, and sometimes the economy is in a period of deflation or recession. It’s unfortunate that so many tenants who negotiate their own lease renewal and avoid a rent increase think they’ve won the battle, when a rent decrease was achievable if they knew how to negotiate.

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Bar Business Magazine May 2015

Myth #3: Landlords won’t provide inducements on renewals. Typically, inducements, or leasing incentives, include free rent, tenant allowance, and landlord’s work to the premises. The Lease Coach negotiates these common inducements for tenants on their initial lease agreements; those same tenants are often shocked to learn inducements are also potentially available on lease-renewal terms. Most landlords tend to take their existing tenants for granted; however, it can be argued that any inducements or incentives the landlord is prepared to pay to acquire a new tenant can also be offered to existing tenants on their renewals — the existing tenant is the proven long-term customer of the landlord. Sure, a landlord can take a risk on a new tenant, but why wouldn’t they provide incentives to keep their existing tenants who already have a proven rentpaying track record? Of course, you have to know how to ask for incentives to get them; the landlord won’t simply offer them out of goodwill.

Myth #4: Next year will be better than last year. We don’t know why, but bar owners seem to think that next year is always going to be better than last year. Just because you get a rent reduction on your lease-renewal term, business is not guaranteed to improve. In many cases, your problem isn’t that your rent is too high, but that your sales are too low for your location.

For a copy of our free CD, Leasing Do’s & Don’ts for Commercial Tenants, please e-mail your request to DaleWillerton@TheLeaseCoach.com.

Dale Willerton and Jeff Grandfield – The Lease Coach are Commercial Lease Consultants who work exclusively for tenants. Dale and Jeff are professional speakers and co-authors of Negotiating Commercial Leases & Renewals For Dummies (Wiley, 2013). Got a leasing question? Need help with your new lease or renewal? Call 1-800-738-9202, e-mail DaleWillerton@TheLeaseCoach.com or visit www.TheLeaseCoach.com. www.barbizmag.com

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