FEATURED BEVERAGE DIRECTOR

Featured Featured Beverage Director

JAMES LOUIS SERRA

PALM BEACH, FL

Unlike many of his seaside contemporaries, Serra didn’t simply end up in hospitality as a means to an end.

Rather, he pursued it with a student’s determination. While working at Tom

Colicchio’s Park Avenue outpost, Craft,

James bore witness to the consistent, precise execution necessary in creating memorable experiences in hospitality and how everything was predicated around the bar. Under the tutelage of

Colicchio’s sommelier team; James quickly developed a penchant for the classics as well as a craft of his own. The following year, he committed to acquiring the qualifications which helped launch his career in bar development, enrolling in the Court of Master Sommeliers program while simultaneously attending remote classes with Cornell

University’s School of Hotel Administration. Building the foundation to not only operate a successful bar, but develop teams and culture unparalleled back home on the Treasure Coast of Florida.

In 2015, James was ready to ditch the pavement for palm trees and sandy beaches, relocating to the bourgeoning hospitality town of Delray Beach, Florida. A once sleepy seaside enclave without a reputable bar to speak of, Serra helped resurrect one from the ashes of a prohibition era speakeasy once hidden inside an open-air market on the downtown Delray strip. The Old Arcade would become his magnum opus. “The history kind of writes itself sometimes” he says of the secret cocktail bar. “Opened as a hidden speakeasy, but seamlessly transitioned into everyone’s favorite neighborhood bar. That’s always the goal for me. The concept becomes stale otherwise. You have to adapt to the culture you help cultivate. What was once yours is now theirs.” The bar has since moved north to Stuart’s downtown arts district, currently owned and operated by the unimpeachable Erica Watkins.

James Serra has created bar programs all over the southeastern coast of Florida, Nashville, TN, and Eugene, OR. He has since landed back on the Treasure

SIGNATURE COCKTAIL

A Long December

11/2 oz. St. George Spirits California Reserve Apple Brandy, 1/2 oz. Domaine de Canton Ginger Liqueur, 1/2 oz. Runamok Apple Brandy Barrel-Aged Maple Syrup, 1/2 oz. House made Whipping Cream, 1 whole Farm Egg Yolk. Garnish: Apple Slice, Star Anise, grated Nutmeg Cocktail Notes: This velvety smooth flip variation uses a limited release Maple syrup from Runamok, but any BarrelAged Maple will do. While the extra hint of apple from their Brandy barrel-aged syrup is a nice touch, it’s the vanilla and baking spices of the barrel that adds depth and complexity to the drink.

Coast, consulting for Megan Woodard’s ultramodern vegan restaurant, Mood, Tequesta’s premier vegan eatery and cocktail bar. James’ cocktails change with the season, using locally sourced herbs and botanicals, with the arduous task of meeting the aesthetic standards of such a stylish bar.