Expert Advice on Hospitality Topics

By Douglas Robert Brown

Atlantic Publishing

 

Outdoor Areas Deserve Focus

Most customers will be people who have passed you by in the past and decided to try your venue. In order for this to happen, you need to pay far more attention to the exterior of your venue than most bar operators do. Here are some easy ways to spice up your outside areas:

• A graphic projection lighting system. Also known as a "bat light," this type of system can provide a highly effective way to advertise your bar to passersby. It also looks great when used on the inside of your establishment. Bat lights use a light and optic setup to project your logo or other related graphics onto any surface, including walls, ceilings, the outside sidewalk, and more. They can be purchased or rented for far less than you might think. 

• Signage. From how far away can your bar be seen? If you can't be seen at least a block away, consider increasing your outside signage. While this is not a small expense, there's no point in hiding the fact that your bar is nearby. If you talk to your distributors, you might find that one of them is prepared to subsidize the cost of your signage, in return for mention of their product.

• Neon works! Why do you think every bar has neon beer signs in the window? The answer is simple: because people notice them. An impressive neon sign is a local landmark. Think of those huge neon signs in Times Square and how many tourists know of them and send photos of them home to their family. You don't have to go to quite that scale, but a small investment in neon will bring people in to take a closer look.

• Don't discount the appeal of a nice paint job. Is your exterior freshly painted? A new paint job isn't just about aesthetics. The outside of your venue is usually assumed to reflect the inside. Consider asking your staff to come in after-hours and paint the walls for you, in return for a bonus. Most bar staff could use a few extra bucks now and then. It'll be a lot cheaper than hiring a professional.

• Landscaping isn't a luxury. Just as your exterior walls say a lot about your interior, so, too, do your grounds. If all you have outside your venue is a gravel-covered parking lot and a few beat-up pickup trucks, you're not going to attract a broad demographic, no matter what you offer inside. Plant some hardy greenery outside that will survive any weather extremes (choose varieties that will not need constant trimming and watering). This will soften the outside of your bar exterior. A few trees around the outside of the parking lot won't hurt, and some up-lights underneath them can offer a particularly breathtaking look, for not a lot of money.

• Keep things neat. Remove snow in the winter, have an awning to protect patrons from the elements, and make your entrance attractive to ensure that more people will peek into your bar.

• Who is greeting your customers? Is someone making them feel welcome right away or are they being greeted only by a suspicious security pterson? Do not give customers an excuse to walk away after they have made it all the way to your bar's door. Make them feel welcomed.

Add a Touch of Class

Sometimes the only element that separates successful bars from those that fail is in the small professional touches of excellence. This extra effort implies that tremendous thought has been made all around to attain the highest level of quality possible. Professional bartenders and courteous cocktail waiters/waitresses can be found in any well-managed restaurant. However, it is the small, un-demanded touches and extra procedures that separate good lounges from superb ones. Described in this section are some simple, inexpensive suggestions that will give your bar the extra touches—the finesse—that will separate yours from the rest.

Simple signs of quality that make a big difference include:

• Real napkins and table linens.

• Fresh ingredients, real fruit juices, and high-quality garnishes.

• Elegant presentation of drinks—garnishes, fancy napkins, and pretty glassware can turn even ordinary drinks into extraordinary ones.

• Elegant cutlery and dinnerware.

• Fresh flowers and candles.

• Quality tables, chairs, and seating. Comfort is always appreciated.

• Entertainment. Giving patrons something to do or something to look at while drinking is appreciated, especially by those customers who arrive alone.

• Beautiful bathrooms. Many customers judge a bar by the bathrooms. If yours are beautiful, clean, and offer extras such as a sofa and breath mints, your bar will seem all the more impressive and wonderful to your customers.    

• Elegant decor or a unique ambience. Even sipping a beer in a visually exciting place seems more interesting and fun than staying at home. Lights, colors, and artwork can easily create ambience on a small budget.

 

 

This article is an excerpt from the The Professional Bar & Beverage Managers Handbook: How to Open and Operate a Financially Successful Bar, Tavern and Nightclub, authored by Douglas Robert Brown, published by Atlantic Publishing Group. This excerpt has been reprinted with permission of the publisher. To purchase this book go to:

Atlantic Publishing Company
Amazon.com

The nightclub business can be a rough. With a plentitude of competing venues, and with customer tastes in constant flux, the average half-life of a bar or nightclub is all too brief. Survival can depend on your ability to stay ahead of the curve and be in tune with your customers’ ever-changing demands. In short, you need to be constantly aware of what’s in  and what’s not in order to remain vital. Here is a brief compendium, in three parts, of some of the emerging and continuing trends in the industry, just a few things to look out for in 2012 and beyond:

Part 3 of 3: STORE CONCEPTS

Simplicity over pretention. While bars that employ top-notch mixologists offering creative drinks will continue to attract more and more customers, you can also expect a trend towards simplicity. As David Wondrich put it in Nation’s Restaurant News, “The biggest trend I see is bringing mixology down to the fun/dive-bar level.” Expect to find well-made, “sophisticated” drinks in friendlier, “less sophisticated” surroundings.

Live music and entertainment. Live acts are in. More and more bar patrons are looking to be entertained while they enjoy a drink or a bite. While live entertainment has always been a good  way to drive traffic to your store, drinkers and diners—particularly the over thirty crowd—are starting to look for it more and more. Thanks to the Internet, booking these acts—whether a local band, a jazz singer or comedian--is easier than ever before. What’s more, social media sites like Facebook and Myspace allow you to gauge the kind of following these acts have, giving you some idea of the level of traffic you might expect.

Bottle Service. With economic recovery on the horizon, expect bottle service to once again gain popularity. While it never really went away—at least not in the VIP lounges of the latest hotspots—bottle-service popularity did wane a bit during the recent economic meltdown. Look for a comeback.

“Daylife”. Daylife has begun to rival nightlife in bars and clubs across the country, especially during summertime. Rooftop bars and hotel pool areas are natural “hotspots” on sunny days. But patrons’ willingness to partake in daytime drinking shouldn’t be ignored, even if your store lacks a rooftop, pool or courtyard area. A weekend brunch bash or an early happy hour on weekdays can be just as profitable. Expect more and more bars to begin taking advantage of customers’ gameness for early revelry.

Larger Nightclubs. Expect to see larger—20,000+ square-foot—venues opening up in major cities. Also expect some of these new mega clubs to be segmented into distinct areas within. Instead of roped off VIP areas, you’ll begin to see entirely separate enclaves, or mini-clubs, within the larger store.

Multi-use spaces. Hand in hand with the (re-)emergence of larger nightclubs is the trend toward multi-use venues. Instead of putting all their eggs in one basket, drinking establishments will increasingly employ versatile-design  elements (such as colored glass walls that can be turned into projection TV’s) to start to cater to different clienteles. Expect to see multi-use spaces  that can be turned into dance clubs, live-music venues and sports bars.

Cocktail trucks. Where not prohibited by law, expect to see cocktail trucks peddling alcoholic concoctions. You may have noticed food trucks on street corners of major U.S. cities. Often run by talented chefs and would-be restaurateurs (who may lack the requisite capital to establish a more permanent store), these trucks offer a various, often high-quality, fare. This trend is now being extended to potables. In San Francisco, BrewTrucs can be seen  roving the streets hawking coctails and beer to thirsty pedestrians. Moreover, cocktail trucks have become a tool for liquor manufacturers nation-wide to build brand recognition. While legal issues will limit the growth of these bars on wheels, you may well see more and more of these trucks at parties and campus events.

The nightclub business can be a rough. With a plentitude of competing venues, and with customer tastes in constant flux, the average half-life of a bar or nightclub is all too brief. Survival can depend on your ability to stay ahead of the curve and be in tune with your customers’ ever-changing demands. In short, you need to be constantly aware of what’s in  and what’s not in order to remain vital. Here is a brief compendium, in three parts, of some of the emerging and continuing trends in the industry, just a few things to look out for in 2012 and beyond:

The nightclub business can be a rough. With a plentitude of competing venues, and with customer tastes in constant flux, the average half-life of a bar or nightclub is all too brief. Survival can depend on your ability to stay ahead of the curve and be in tune with your customers’ ever-changing demands. In short, you need to be constantly aware of what’s in  and what’s not in order to remain vital. Here is a brief compendium, in three parts, of some of the emerging and continuing trends in the industry, just a few things to look out for in 2012 and beyond:

Part 1 of 3: DRINKS

Cocktails and Spirits

Herb-infused spirits. Whether they be whiskies, vodkas or gins are gaining herb-infused drinks are gaining in popularity. Expect gin, especially, to continue to make a splash as both large producers such as Bombay and a slew of new micro distilleries continue infuse this old stalwart with fresh and interesting botanicals.

Flavored tonics. Tonic  water is a simplest mixer  there  is, and an obvious staple to anyone serving drinks. A variety of new tonics are hitting the market, however, which can transform the most basic of mixers into something more sublime. Look for new tonics to elevate simple drinks like gin and tonic into something for more interesting and complex.

Cask-aged cocktails. Drink mixes aged in wooden barrels for added nuance continue to gain popularity in major urban centers from New York to San Francisco.

Cocktails on tap. Cask-aged or not, expect mixed drinks to come out of a tap. For speed and consistency, many bars are starting to produce a selection of well-crafted cocktails in large

Solid summer cocktails. Remember the Jello shot? Expect to see it re-emerge, as mixologists exercise their creativity to concoct artistically-layered versions of an old party favorite. With the use of lecithins and other ingredients—which can alter the consistency and texture of fluids--becoming more widespread, expect solid-form cocktails to gain traction. You can also expect to see more and more cocktails turned into sorbets and popsicles when summer rolls around.

Super-premium beverages. Spirit enthusiasts and wine aficionados seem prepared to pay top dollar for a small taste of luxury potables. While they may not be willing to spend $300-$1,000 for a bottle of top-top-shelf cognac or premier-cru, more and more enthusiasts are showing a willingness to pay a premium for an ounce or two.

Smoked spirits. Flash smoking is making a move from the chef’s kitchen to the bar top. Still a relatively new phenomenon, bar-top smokers—used to infuse spirits with, you guessed it, a mild smokiness—are beginning to be found in a number of popular bars in most major cities.

Combination drinks. More and more bar owners are discovering the benefits of marrying two drinks and selling them together in order to boost sales. Whether it’s the classic shot with a beer chaser, or a more inspired combination of two cocktails with complementing flavors, double-hitters promise to become a hit among bar patrons.

Return to the classics.Cocktail menus have become chockfull of creative concoctions and signature drinks. More and more drinkers, however, are starting to embrace some of the

classics. It may be a good time to make room on the menu for the old standards—Daiquiris, the Manhattan, the Sidecar….

Skinny drinks. Expect cocktail menus to offer more and more low-cal beverages—whether lighter versions of standard fare or entirely new concoctions. Popular among the ladies and health-conscious patrons wanting to limit the number of “empty calories” they consume, skinny cocktails are a good way for drinking establishments to cater to this growing segment of their clientele.

Ingredient Trends:

Bitters—celery, whisky, lemon

Zwack, an herbal liqueur from Hungary made with a secret blend of 40 herbs and spices

Rye Whiskey

Honey Liquor

Beer

Vintage beers. A variety of aged, vintage beers are becoming available. The Modern in New York for instance offers a 1999 J.W. Lees Harvest Ale to drinkers wanting a taste of the past. Meanwhile many microbreweries are offering a variety of interesting, higher-alcohol beers meant mellow with age.

Lower-alcohol beers. While higher-alcohol beers continue to be popular, expect a rise in demand for flavorful, lower alcohol beers. Rather than nurse a pint of high-gravity, high-alcohol beer, many patrons will opt instead for high-flavor, lower-alcohol beers that they can drink in greater in quantities. Patrons’ taste for quality, low-alcohol beers is good news for bar owners, as they present an opportunity for increased sales.

Seasonal and flavored beers. While nothing new, seasonal and/or flavored beers are starting to gain traction.

Wine

Local Wines.The movement towards locally-grown wines—from a variety of regions, including New York, Michigan, Texas, Virginia, Ohio, Ontario—c ontinues and is expected to accelerate in 2012.

Lower Alcohol Content. The popularity of big, fruit-bomb wines with high alcohol content is waning, while more classic –style wines—e eegant and more structurally balanced, with alcohol levels below 13% or 14%--are beginning to gain favor.

Burgundy Wines. With Bordeaux wines commanding huge prices, consumers are more and more turning their attention to the more affordable Burgundy region.  As reason wine auctions have shown have shown Burgundy wines are rising stars.

Organic Wines. The movement towards organic products has extended to the wine  world, where more and more wine makers are beginning to explore natural wine-making techniques. Expect consumers to start embracing these “sustainable” wines in coming years.

Value. After several years of economic recession, consumers have acquired a taste for value wines. They are seeking bang for the buck—not cheap inferior wines, but good, well-balanced, flavorful wines at an affordable price. With many of these wines coming from Spain and South America, expect Spanish, Chilean and Argentinian wines to continue to grow in popularity.

Alternatives to Champagne. In keeping with consumers’ growing thirst for value, high-quality sparkling wines from regions other than Champagne are gaining popularity.  Sparkling wines from Germany, Austria, Portugal, the U.S. and Italy are expected to gain ground. Consumers are discovering that a nice, quality Prosecco can be just as enjoyable as a Champagne, often at a fraction of the price.

Non-alcoholic Drinks

Coconut water.  Already popular in cities like New York and L.A., coconut water will continue to gain popularity. With strong celebrity backing, and with major investments from the likes of Coca Cola, we should begin to see coconut water available everywhere, including the nation’s bars and nightclubs.

 

By Elizabeth Godsmark

Atlantic Publishing

 

This sector of the beverage industry, known in the trade as NABs, needs to be taken very seriously if you want to cash in on current drinking trends. More customers today (often affluent, young, career-oriented clientele with plenty of disposable income) are choosing to drink NABs. Health issues, stricter DWI laws, and maybe even image are influencing their decisions to turn to NABs. The fact remains: this trend can mean big bucks. Tap into the possibilities:

• Promotions. Which NABs are consistently popular in your establishment? Buy bulk and sell on promotion. Publicize offers that your customers just cannot resist. Use a large chalkboard, or place "in-your-face" table tents on tables and at the bar.

• Specialize. Don't bother with expensive market research. Consult your regular customers. Ask them what they'd like to see on the menu. Decide on a few in-house specialties. Profits will increase noticeably, as margins for NABs are generally higher than for alcoholic beverages.

• Bottled water. This is no passing fad. Both in the dining room and at the bar, people are choosing to alternate alcoholic drinks with bottled water. Shelf dates tend to be generous (particularly for still, noncarbonated waters), so cash in: buy in bulk for big savings.

• Added value.Serve NABs in sophisticated, unusual glasses that scream "quality"! Customers will happily pay that little bit extra for a "wow" experience.

• Don't price too low. A word of warning. To make the most of this burgeoning area of the drinks market, keep your prices in line with your estab­lishment's other alcoholic beverages. If NABs are priced too low, bartenders will be reluctant to promote them, and customers will think they're nothing special.

BAR MANAGEMENT
by Bob Johnson

In an adult nightclub, cocktail servers are required to do much more than simply take orders and hand out drinks. According to bar management ex pert Bob Johnson, there are several nuances that, if employed correctly, can turn a good cocktail server into a great one.
 
In part two of this two-part series, Johnson  provides servers with detailed information on how to  properly handle  house and serving policies, while  offering dentitions on some common drink ordering  phrases.
 

Part 1:

How important are servers?

 
The server is the main person that interacts with the customer during their visit to your club.  Being a good server is perhaps the most difficult job in the bar business.  It requires many skills, a mature attitude and a great personality.  You should reconsider the ago old adult entertainment theory of turning a cocktail server into a dancer.  A cocktail server who can easily converse with customers, gives great service, remembers names, remembers drinks and shows personality is more effective on the poor than being a dancer on stage. Plus, they are more accessible than a dancer.  The following  article  provides  detailed information for cocktail servers on how to properly  administer  house and serving policies,  and includes  dentitions on some common  drink ordering  phrase s.  Being a good cocktail server  means more than just taking orders and bringing drinks; hope fully, this article will help de ne their roles in a  successful adult nightclub.