DrinkedIn Trends

Americans spend roughly 37 billion hours waiting in line each year. And oftentimes, that wait is torture. Boredom, stress, anxiety, and that feeling of wasting your leisure time all contribute to that torment. It’s rarely the length of the wait that people hate, but rather the way they feel while waiting.

That’s where your line management comes into play. 

A long, ambiguous, unstructured line leads to this anxiety and boredom. When customers don’t know why they’re waiting or how long they’ll wait for, they’re more bound to have a negative perception of your venue and not spend as much once they get inside. Your lack of line management damages your customer’s view of your venue, causing them to leave the line, not enter it in the first place, or discourage them from coming back entirely.

A streamlined line, on the other hand, distracts from the negative perception, increases anticipation, and heightens your customers’ desire to have a good time and spend even more once they get through the line. Follow these tips to be on this side of line management:

1. Get a Good Door System

The Libbey Infinium collection is premium plastic drinkware.

Bring a more upscale, trendy vibe to beverage service in outdoor and casual environments with the Infinium® collection of premium plastic drinkware from Libbey®.

Made of 100 percent BPA-free Tritan™ copolyester and crafted for the demands of use in foodservice, Infinium mimics the clarity of glass, is virtually unbreakable and retains its beauty longer than other plastic substrates.

“Some venues, particularly outdoor settings, like to use plastic for their beverage service to keep breakage to a minimum,” said Susan J. Dountas, director of foodservice marketing for Libbey Inc. “The durability of Infinium provides the kind of replacement-reducing, stress-relieving performance that other plastics cannot match.”

Infinium features include:

Click HERE to view our inspiring 2016 aftermovie!

We could not be more excited to release our 2016 Nightclub & Bar Show Aftermovie! Those of you who attended can now relive those amazing #NCBSHOW16 moments all over again. If you weren't able to attend this year, we hope to see you at the 32nd Nightclub & Bar Show. Take a few minutes to check out this video! It gives you a 360-degree look at the show, let's you "walk the aisles," and become inspired.

Don't forget to save the date for the 2017 Nightclub & Bar Convention and Trade Show, taking place in Las Vegas March 27 through March 29. We can't wait to see you there!

Many people have preconceptions about older adults, but as this great new AARP video illustrates, the “new old” is nothing at all like the Millennial view.

Boomers are snackers, according to recent studies. They consume 20% more ready-to-eat snack foods than Millennials. But do they drink and dance? Hell yes!

Savor some interesting and timely facts and trends:

You can capture your share of this vibrant market without alienating your current customers.

First, NEVER refer to them as seniors, old people, grey hairs, or active adults (even in private conversations). The average Boomer feels nine years younger than his chronological age, according to one study.

Tilted Kit Pub & Eatery is in change mode. The 95-location concept is changing up its seating to offer more communal tables in order to foster a greater feeling of hospitality.

The Tempe, Arizona-based franchise chain is creating a new prototype, which it will open in its hometown at the end of this month (editorial note: that’s July), then new builds will conform to this style. Some older locations will be retrofitted.

Most people visit Tilted Kilt in groups, though it does attract solo guests during happy hour. “There’s nothing more awkward and uncomfortable than sitting at a four-top by yourself,” says president Ron Lynch. “And a lot of people don’t want to sit at the bar but will sit at the communal tables, especially in our atmosphere, where you have TVs and sports going on. It’s taking us back to that old public house where you might strike up a conversation with someone next to you.”

The focal part of the new design will be a captain’s table and six crew tables.

The former will seat 30 and will run down the center of the pub. This table is solid wood with a gull wing armrest. “It’s like being at the bar, but not,” says Lynch. The pubs already have a captain’s table but he’s changing the look from mahogany wood to copper with mahogany around the sides “to give it an old world feel,” he says. “We’re dressing it up a bit so it’s different from the bar.”

Summer is heating up, and so are the nightclubs and bars leading the way and setting the trends. Last summer we saw the continued rise of summer dance music, digital ticket systems for parties, and complex refreshing cocktails. But this summer we’re turning the degrees up a few notches as the following four trends have emerged to amplify the nightclub and bar industry even more.

1. Outdoor Concert Series

It’s no secret people love to be outside in the summer. Couple that with the popular summer parties to celebrate those summer nights and you’ve got yourself a winning trend. This year, nightclubs and bars of all sizes capitalize on the outdoor concert trend — whether it’s a nightclub hosting a day-club like pool party with a big performer, or the neighborhood bars coming together to create an outdoor block party with live music. Both concepts have been widely successful as consumers look to live up their summer months. The key here is to make sure you’re pre-selling tickets to your event to guarantee not only your revenue, but also that people will attend. You’d hate to waste all your planning to a rainy day and people choosing at the last minute not to attend because they didn’t pre-buy.

2. Personalized Marketing

Our marketing efforts are getting savvier as an industry as numerous venues have taken advantage of the many perks digital channels have to offer. With more control over events and attendance, bars and nightclubs are starting to see a clearer picture of who their guests are as individuals and how to speak directly to them on the mediums they prefer. This means using marketing segmentation to send specific, personalized campaigns to a sub-set of your audience. People today expect you to have their data and information, and they expect you to use that information to be as relevant to their habits as possible. The nightclubs and bars that are using this data to craft personalized messages are seeing bigger returns on their marketing dollars. After all, getting personal with your guests results in them feeling recognized and more connected to your venue. This recognition makes them more loyal and more likely to spend even more money with you. When you do this well, you’re seeing the true benefits of your marketing dollars.

When considering the customer experience, do you consider the histories of the products you sell? You should, because their stories can be leveraged for marketing, promotions and enhancing the guest experience. Whiskey, as an example, has a rich history that you can use to engage with guests, create loyalty, and deliver the WOW! factor.

Whiskey’s history, it can be said, is the history of America. The first settlers that came to America brought with them their knowledge of distillation from throughout Europe. Some settlers made whiskey to pass the time while others used it to trade. In fact, the first domestic product to be taxed by the newly formed federal government was whiskey. Most Americans think Prohibition was the first example of the public pushing back against the government over alcohol. In reality, the Whiskey Rebellion (also known as the Whiskey Insurrection) saw Americans resist what came to be known as the whiskey tax. This resistance came to a head in 1794 in Pennsylvania. More than 60 Pennsylvania distillers were subpoenaed for not paying the excise tax, and the majority were served without issue. But in July of that year, warning shots were fired at the federal marshal delivering the subpoenas and his escort, a general. This led to rebellion, the raising of militias, mob violence, and the eventual collapse of the insurrection. While state courts in Pennsylvania convicted many Whiskey Rebels for assault and rioting, two men were convicted in federal court of high treason and sentenced to death. President George Washington – who was making whiskey during this time – pardoned the two men. Whiskey Rebellion, Whiskey Insurrection, Whiskey Rebels… The marketing almost creates itself.

The thought that whiskey has only been increasing in popularity over the past few years is inaccurate. Data collected by DISCUS for 2015 shows that whiskey overall has been experiencing growth since at least the year 2000. It would be more accurate to say that craft whiskey has become more and more popular over recent years. Proof of this is that the TTB cannot keep up with the amount of craft distillers. Other challenges presented by craft whiskey are the clutter generated by its incredible growth, the undefined and overused term itself, and inconsistent state-by-state regulations. Some also see the demand by consumers for more and more transparency in terms of products, but this can actually help to create loyal guests and boost traffic. If you choose to carry high quality, popular whiskeys produced by transparent – and therefore trusted – distillers, consumers to whom that matters will see your venue as a whiskey destination. Plus, the stories behind the distillers can be used to engage with customers.

Transparency is one top trend to expect in 2016. Corporate ethics (sustainability, charitable actions, and more), whiskey cocktails, authenticity, and the master distiller reaching celebrity status are other 2016 trends. When you’re considering the whiskey experience that you offer your guests, expect bartenders and servers to be asked about sour mash. It’s important to know that most bourbon is made via the sour mash method; this method is not specific a style of whiskey made in Tennessee. You may be surprised to learn that Jack Daniel’s, which proudly states on the label that it is “quality Tennessee sour mash whiskey,” can technically be considered bourbon. Finally, do your research and ask your suppliers about American whiskey styles beyond bourbon and rye, American single malt whiskeys, and American whiskeys that will feature age statements on their labels.

Technology drives the world. It’s in the homes, cars and pockets of consumers. It's on their wrists. Because of this, our guests expect technology in restaurants, hotels, casinos, on cruise ships, and in other hospitality venues. More importantly, they expect this technology to enhance their experience.

According to the National Restaurant Association’s2016 Restaurant Industry Forecast, one in 4 consumers consider whether or not smartphone apps, free Wi-Fi, tablets, and ordering kiosks are available to them when deciding on a restaurant. However, the NRA discovered that a significant number of consumers believe that dining out has become more complicated because of the prevalence of technology in restaurants. What these two facts reveal is that consumers expect tech when dining out but are wary of how it will impact their experience. It is imperative, then, that operators ensure any tech they implement enhances guest visits.

Consumer desire to use tech in restaurants has increased in just a couple of years. Roughly one-third of consumers have indicated that they are more likely to use tech options in a restaurant than they would have been two years ago. Last year, just 9% of consumers aged 65 and older said they were more likely to use tech options in restaurants. That number has now grown to 14%, showing that while they are behind Millennials in the adoption of dining tech, they are indeed starting to accept it. A staggering 50% of Americans have logged into free Wi-Fi at a restaurant.

The NRA’s 2016 forecast found that 80% of consumers say they would self-service kiosks and ordering stations at restaurants. Sixty-three percent of consumers indicated that they are willing to use tableside payment stations and devices, an increase of 15% from just one year ago. Also seeing an increase is the willingness of limited-service restaurant customers to use electronic ordering kiosks. While last year’s NRA forecast reported that only 40% of consumers said they would such tech, this year’s forecast shows that number has increased to 60 percent. All of these numbers of promising but it’s important to bear in mind that 20% of consumers have said they’re not willing to use any of the aforementioned tech options. That number sees an increase to 40% among consumers aged 65 and older.

Interestingly, the age gap is narrower when it comes to mobile payment. This technology option has proven thus far to be attractive to consumers of all ages. It appears that as more and more mobile payment platforms are introduced to the restaurant space, consumers find it to be standard. Another interesting revelation is the use of social media by consumers as it relates to restaurants. NRA research has found that despite popular belief, only about 25% of consumers take and post pictures of their food. It was also discovered that positive feedback from restaurant guests outweighs negative posts. Both women and consumers under the age of 45 are more likely to use social media in terms of posts about restaurants, and Facebook is used more commonly than Twitter and Instagram. Many operators may believe the number to be higher but only about one-third of consumers consider social media when deciding on a restaurant.

If you haven’t gotten your orders for rosé in yet, you might be out of luck. So hot have the pink wines become in the last few years that the ordering process has become significantly competitive. This is particularly true because many producers offer limited releases, and much of it is brought to market when there is still ice on the streets. But the flip side is that many more are being sent to the US market, and the old favorites are increasing their presence as well.

Rosé wine exports from Provence (the largest exporter of pink to the US) grew 58% by volume and 74% by value in 2015, according to the French customs agency and the CIVP/Provence Wine Council. This rise marks the largest increase in Provence rosé wine exports to the US since 2001, as well as the 12th consecutive year of double-digit growth for the segment. According to Nielsen data, the overall imported rosé category grew almost as much, up more than 56% by volume and 60% by value last year. Provence rosé currently accounts for more than 40% of French rosé sold in the US, and about 30% of imported rosé overall.

Many operations have taken note of the shift to pink, increasing the number of wines carried, bumping up their order volume, ranging outside the classic rosé realm to other regions like Greece, Chile and Portugal, and figuring out how to make their limited allocations last through to the end of summer and beyond. Rosés are now in fashion for a variety of reasons: quaffability, a welcome sign of the warm weather, their easy pairing nature for light and Mediterranean cuisine, and their generally popularity with sommeliers and wine directors for food friendliness. They are also just plain trendy, and many operators report weeknight meet-ups resulting in multiple orders of bottles of rosé.

The weather, of course, is the most significant stimulant for rosé sales. The Bristol in Chicago features 7 or more sparkling rosés and 8 still varieties from France, Corsica, Italy, Sicily, Spain and Lebanon. The casual reputation of rosé makes it a good seller for light dining or bar drinking, and younger consumers are drinking more rosé for its easygoing and crowd-pleasing qualities. The wines have even started finding some wintertime success. Customers, in fact, are warming up to the idea that it doesn’t need to only be a warm weather wine, and that it does things that white wines don’t in many cases.

Being on the right side of a trend always pays off, so if there are still solid rosés available in your market, there’s no reason to hang back anymore.

Hooters utilizes many traditional responsible alcohol service tools: requiring IDs for every alcoholic beverage purchase, using proper guest counts, tying individual alcoholic beverages to specific guests, born-on signage, free cab rides, fake ID guides, and mandatory ServSafe alcohol training. But they supplement these internal initiatives with external resources like regular BARS Program and mystery shopper audits to make certain ID requirements are enforced.

For example, in 2011 Hooters produced a responsible alcohol video that is incorporated into training for all team members, both front and back of house. While most responsible alcohol service training courses focus on underage drinking and recognizing the signs of intoxication to help prevent over-serving a guest, Hooters says this type of training neglects the human side of alcohol-related tragedies. To overcome this gap, they partnered with a local police department and victim to discuss how lives can be ruined when guests are over-served.

All front of house team members and management must be certified in responsible alcohol service training. In addition, advanced parameters above and beyond basic regulations have been established for all general managers, regional managers, and directors of operations. In fact, they are certified at the highest level of knowledge – the instructor/proctor level of ServSafe Alcohol training – and are regularly updated with relevant information directly from the National Restaurant Association Educational Foundation. Assistant restaurant managers hold advanced ServSafe level certification; Hooters requires this training even in those states without mandatory training requirements and in addition to any state-specific training programs, such as Texas and Tennessee.

In addition, Hooters adopted a color-coded nametag system to identify team member age groups (e.g. over 21 and under 21). This system denotes age groups directly on the team member schedules. Further, no management-level team member may drink within a Hooters restaurant.

As Hooters uses a proprietary, self-support POS system, a number of enhancements have been adopted to support responsible alcohol service awareness. Each POS terminal has today’s born-on date to remind team members of the legal drinking age. When team members log into work, and each time they place an order, they are reminded of that date. Certification information is loaded into the POS system. Any team member whose certification has expired cannot log into work without a renewal certification and evidence of completion.

For several years now people have been arguing about Las Vegas’ status as a cocktail innovation destination. Some see Sin City as a hotbed of trendsetting mixology while others believe America’s Playground isn’t on the same level as NYC, Miami or San Francisco. What cannot be disputed, however, is that Las Vegas leads the way in next level daytime operations. One need only look at their dayclubs and poolclubs to see that Vegas operators are always implementing new and exciting ways to deliver the wow.

If you happen to operate a dayclub or poolclub already, awesome. And if your venue’s pool is situated on a rooftop, even better; sun worshippers enjoy being close to the most important star in our galaxy (which is not Kanye, regardless of how much he may tell us otherwise). Drai's Beach Club and Nightclub is the only rooftop pool party in town and people love it. But what about all of the lounges and nightclubs that don’t even have outdoor operations, let alone a pool? How can those operators do what Vegas does during the summer on a daily basis?

It’s easy to think of dayclubs as simple rebrands of already established pool parties but that’s too dismissive. Operating a successful daylife venue is not as simple as changing the hours of business and adding the word “beach” or “day” to the name. Partying under the sun in swimwear means lots of skin, heat and a carefree mindset all while consuming refreshing cocktails.

Uniforms & Dress Code

Your uniforms and dress code are key elements when creating a beach- or dayclub atmosphere regardless of whether or not your venue has a pool. Outfit your staff in beachwear such as bikinis, sarongs, boardshorts, shorts and short-sleeve tees and polo shirts, extending to your security. Just make certain that your staff is clearly wearing a uniform since relaxed, casual beachwear could make it hard for your guests to distinguish between other patrons and employees. The next logical step is to enforce a strict dress code for your guests. Jeans, dress shirts, suits, dress shoes, dresses – these all indicate nightlife and have no place at a dayclub. Instead, make swimwear the only allowable clothing option.

If you’re a new bar owner – or a hopeful bar owner who hasn’t yet opened their doors – you may have chosen to operate only during the evenings. Your decision could be based on a number of factors, not the least of which is labor costs. It’s also possible that when you hear the words “daytime operations” you think that you have to open your doors to the public at 11:00AM or noon. The truth is that you can attract loyal daytime customers by opening 2 or 3 hours earlier than you’re opening now. A noon or earlier start is ideal for weekends but you really don’t have to open any earlier than 2:00PM or 3:00PM on weekdays. The key is offering the right menu items at the right prices while using your space properly.

Session Beer & Low-ABV Cocktails

The majority of your daytime customers are looking to settle in for a while, so don’t expect a quick turnover. If someone has the time to leisurely enjoy a couple of beers or cocktails during the day, they aren’t in any rush to move on, generally speaking. In the interest of responsible service and encouraging longer guests visits it’s wise to have session beers and low-ABV cocktails on your menu. A session beer is one that is 5% ABV or less, allowing your guest to enjoy multiple beers over a reasonable amount of time without reaching irresponsible or unacceptable levels of intoxication. Low-ABV cocktails, also called session cocktails or low-proof libations, are a similar concept and are often vermouth-based. You’ll sell more of both, building your bottom line. Low-ABV punches will allow your bar staff to pre-batch throughout the day. Start your happy hour early and make sure it overlaps with the evening segment to draw in the business crow as you transition into the evening part of your operations.

Food

Daytime operations tend to feel more casual, even if your venue is upscale. And unless you plan to offer a lunch menu, snacks and shareable plates are your best bet in terms of food. Lighter fare, such as seasonal fruits and vegetables, street tacos, sliders, salads, cheese and charcuterie, should be no-brainers but you can also offer your guests more fun items. It’s hot out and your customers are seeking a cool place to enjoy a cool beverage and try something cool, so how about boozy popsicles? Once you get the hang of creating these frozen refreshers you’ll be able to put together an entire menu of special treats.

The Olympics are a goldmine of promotions ideas. Perhaps your bar is located in the hometown of an Olympic athlete. Maybe an Olympian attended a college near your bar. It’s possible that one of the Olympic events is a favorite of your regular guests. If you think about it you’ll be able to come up with several promotions that can attract people to your bar during the day. Leading up to the official start of the games are televised qualifying events, the stories behind some of the athletes, and other Olympic-themed specials. You can find a full list of Rio 2016 events here but these are some of the events around which you can create profitable promotions:

Since the 2016 Olympic Summer Games are taking place in Rio you should consider drinks promotions. While you may be tempted to go patriotic with American spirits and beer, think about bringing in Brazil’s most popular spirit: cachaça. Without it you can’t make the national cocktail of Brazil, the Caipirinha. There are also the Pearl Button, Amazonia, and the Bloody Carioca. Carioca is a slang term for a native of Rio de Janeiro, making it the perfect promotional cocktail. After all, the Games are being hosted by Rio and it’s made with two things Brazilians love: cachaça and passion fruit. Look for Avuá Cachaça, a handcrafted, single-source premium version of the spirit available in both silver and aged expressions.

That isn’t to say that you shouldn’t also show your support for Team USA. Promotions centered around American spirits and beer are a great idea. There are also red, white and blue-themed cocktails you can add to your cocktail menu or feature as daily specials. One such cocktail is the Red, White & Boom, a vodka-based creation made with Svedka, watermelon schnapps, cranberry and lemon juices, simple syrup, blue curacao, and soda water. When built correctly the cocktail appears striped.

Talk of the Olympics invariably leads to one word: gold. The athletes crave it and with a little creative marketing you can make your guests want gold of their own. Should you have any on hand you can create Goldschläger promotions. El Cartel, a tequila that features gold flakes, uses what they refer to as a suspension matrix to show off their gold flakes. And if you’d really like to go the extra mile with golden promotions you really can’t do better than Gold Bar Gold Finished Whiskey. Serve it straight up, on the rocks or create a number of Olympic-themed signature whiskey cocktails.

This year’s Olympic Games provide operators with extraordinary promotions opportunities. Start planning now to capture daytime customers and sports fans.

Even those strange people who are able to function properly without coffee are aware that cold brew is America’s new beverage obsession. We have Starbucks to thank for the massive spike in popularity of cold brew coffee, which was, until recently, the domain of small indie coffee houses. In case you’re wondering, this type of coffee differs greatly from iced coffee. Iced is just hot coffee poured over ice, while cold brew is made by steeping coffee in water that is either room temperature or cold for at least half a day.

Cold brew coffee is also different from other styles in that it is smooth, less acidic, and very flavorful. So what does this mean for bar owners looking to compete in the day segment? First, coffee is generally seen as a morning and afternoon beverage. Second, smooth and flavorful profiles tend to get the attention of bartenders, and that means new cocktails for your menu. Coffee cocktails lend themselves to imbibing during the day and can transition into the night segment through decaf versions.

You’ll have to choose what delivery method works best for your bar: built to order, bottled, or nitro on tap. You should also think about partnering with a local coffee shop to feature their cold brew coffee to benefit from the locally sourced trend. Once you’ve made your decision, the sky is the limit. Cold brew coffee works well with all manner of liqueurs and spirits, most notably amaro, tequila, and whiskey.

Whether you’re riffing on classics, giving tiki drinks a java jolt, or coming up with all-new coffee creations, you’ll find that cold brew coffee will provide you with the means to create new and enticing menu items. Those coffee-fueled beverages will help you attract daytime customers and open up a new revenue stream.
 

The rise of the cocktail culture is no passing fad. With 29 percent of guests choosing restaurants based on their specialty drink menus (NPD Group, 2015), bartenders, cicerones and sommeliers understand the importance of creating diverse beverage experiences. These beverage experts work to transform everyday glasses of wine and spirits into artful cocktails, commanding top-shelf prices.

Part of that transformation includes choosing the right glass to showcase the drinks. More than vessels for beverage service, the right glass heightens the overall experience by stimulating all the senses – taste, aroma, visual appeal, even the feel of the glass in the hand. This multi-sensory presentation means guests will pay more and keep coming back to your establishment.

The Master’s Reserve® Collection from Libbey®, America’s Glassmaker™, was designed with this in mind. Available in five stunning designs, this unique glassware offers a full sensory experience and perfects the flow of beverages to the palate, intensifies aromas and offers balance in the hand. “Master’s Reserve embodies Libbey’s long-standing glassware expertise and drive toward innovation,” said Susan J. Dountas, director of foodservice marketing for Libbey Inc. “Our glassmakers reimagined and re-engineered the manufacturing process from furnace to finishing to deliver a premium collection that’s unlike any glass in Libbey’s industry-leading offering.”

Details that redefine the bar experience

The Master’s Reserve Collection incorporates the best of today’s high performance glassware technology to world-class levels. A simple cocktail can be made extraordinary, and command a higher price, when served in premium glassware like Master’s Reserve.

The owner of a new bar in D.C. takes mezcal from smoky to serious.

Ask someone to take a stab at describing mezcal and very likely there will be a reference to "smoky Tequila." Sure, roasting the agave in underground pits can render spirits with smoky overtones, but It's not always quite that straightforward, says Josh Phillips. The general manager of Espita, a new mezcal bar in Washington, D.C.'s emerging Shaw neighborhood (and one of only around 33 people worldwide to hold the title of Certified Mezcalier), Phillips likens the complexity and variety of mezcal's aromas and flavors to that of wine.

"If you are into gin, you are into the craft and the recipe of the spirit, and if you are into bourbon it's all about the barrel and the aging," he explains. "With wine, it's about what nature gave you, and it's very much the same with mezcal; you will never have that exact bottle again."

Phillips' journey to mezcal greatness began around eight years ago when he was introduced to it by Colin Shearn, bartender at The Franklin in Philadelphia. "One sip and I knew instantly that it was better than everything else I had been drinking." He began researching and ordering bottles online, starting with those made from espadin and then moving on to those produced with other kinds of agave, including tobala and tepeztate.

Mezcal certification (overseen by the Mexican government) is a time-consuming, four-step process, with tests and tastings, field trips for agave harvesting, fermentation, distillation, and even time spent in the kitchen cooking with agave. (For his test, Phillips made a salad and incorporated mezcal into the dressing, and advises that as with wine, if you wouldn't drink it, don't cook with it.)

“Without Hispanics,” says Glenn Llopis, a contributor to Forbes, “America’s corporations can’t grow and can’t compete.”

That applies to independent operators as well. The Hispanic population in the United States is growing a staggering five times faster than non-Hispanic populations. In fact, the Hispanic population is projected to account for 17% to 23% of the US population by the year 2034, growing each year by 530,000 people for the next 20-plus years. Mauricio Reyes, manager of consumer insights for Constellation Brands, focuses on elevating Hispanic consumer knowledge across the organization and presented an informative educational session at the 2016 Nightclub & Bar Show in Las Vegas.

It is imperative that every bar, nightclub or restaurant operator appeal to the Hispanic population of this country, and it’s equally important that indie operators understand their Hispanic customers. First, operators in Montana, North Dakota, South Dakota, Wyoming, Pennsylvania and West Virginia should know that they’re running businesses in the 6 American states experiencing the fastest growth in Hispanic populations. Second, they should know that the ethnic groups within the Hispanic population that are growing the fastest are of Mexican (63%), Cuban (6%) and Dominican (5%) descent. It’s crucial to consider that the educations and incomes of those who make up the United States Hispanic population will only continue to increase.

Other factors to consider is that Hispanics’ expenditures on dining out have reached 44% since 2009, and that fast food and pizza have proven to have the broadest appeal to this segment of our population. As we all know, pizza can be an incredible revenue generator. And what goes fantastically well with pizza (besides family and friends)? Beer, and it just so happens that Hispanics spend over half of their alcohol beverage budget on beer. There’s a reason Modelo and Dos Equis have been stepping up their advertising efforts throughout the United States. Pizza and beer are a great combination for most occasions, but they tend to be just the thing for watching or attending sporting events, and the most popular sports among Hispanic consumers are professional football, baseball, basketball, boxing and soccer. Hispanic consumers also report higher spends per occasion than their non-Hispanic counterparts on alcohol beverages, and tend to go out with bigger parties and spend more money than non-Hispanic consumers.

Emotional reactions are the key to reaching any consumer and converting them into a loyal customer. Speaking in general terms, there are several factors to keep in mind when attempting to leverage emotional reactions from Hispanic consumers. Reyes breaks down the Hispanic consumer group into three categories:

NEW YORK - Whether unwinding after work, catching a drink at the bar with friends, sitting down to dinner at a nice restaurant, heading to a picnic, or going to watch a major sports event – many adults have a favorite drink-of-choice. But just what is that favorite adult beverage? A new Harris Poll reveals that drinking-age Americans' preferred alcoholic beverages have a lot do with not only who they are but where they are.

When imbibing at home, those who drink at least a few times per year are most likely to tip back a glass of spirits (57%) or beer (56%) followed closely by wine (52%). When out at a restaurant or bar, beverage priorities are largely similar with half preferring spirits (51%) or beer (50%) and 4 in 10 choosing wine (41%). Looking deeper at demographic differences, however, preferences begin to shift.

Danny Brager, Senior Vice President of Nielsen's Beverage and Alcohol Practice remarks, "America's drinking preferences of adult beverages is heavily weighted on situational choices. What's in their glass really does depend on who they are demographically and geographically, product selection availability and the venue and occasion for which they are making that choice. That 'who' and 'where' factors into every single choice – either at home, or out of home. In today's crowded marketplace, where abundant new product choices are being introduced to consumers each day, every beverage is competing to be that selection."

Not too surprisingly, men and women have different tastes when it comes to alcohol. While men prefer beer whether at home or out, women favor wine at home and spirits while out, with beer being the least likely choice in either venue. By region, the Northeast, South, and Midwest all have a hankering for spirits or beer both at home and out, while Westerners prefer wine in either setting.

LGBT individuals prefer spirits both at home and out, followed by beer, with wine well down the list of their preferences in both settings.

When it comes to bar or nightclub ownership, much is made of preparing to open doors, surviving the first 3 to 6 months of operations, and making it to the one-year mark. That one-year anniversary is obviously an incredible achievement but what about the long-term operations? Alba Huerta, owner of Julep in Houston, shared her experience as a long-term bar owner at a recent industry conference that took place in Texas.

In its first year of operation Julep received a lot of attention from customers and the press. Many nascent bar owners would be compelled to think the spotlight is great but it made Huerta nervous. In her eyes, being concerned with staying power was difficult enough and having to contend with star power added much more pressure. That's not to say that she didn't want press; clearly Julep benefited from being featured in newspapers, magazines, and top 10 lists. But running a bar and keeping it open can be overwhelming without the added challenges of living up to expectations thrust upon you by the public and media.

Julep hit its groove with Huerta at the helm, and she learned many things along the way to the one-year mark. One of the most important things she learned is that the one-year anniversary is not the finish line. The finish line is the closing of doors or the termination of a lease.

"You're only a bar owner for as long as you have a lease," said Huerta. So, rather than looking at your one-year mark as a finish line, look forward to the feeling of comfort and accomplishment you'll experience for surviving and thriving for 12 months.

The owner of Julep also learned that maintaining weekly reports can help an operator establish realistic and achievable goals. They can also make it easier to predict all manner of things that may impact your business in several ways, such as weather. Huerta recalled that Julep experienced a flood during a particular month and is now able to plan ahead to deal should it happen again. Commit to the weekly report - it can only help you.

David Kaplan does not have a business degree. The partner of Proprietors, LLC, has a fine arts background and the drive to be a successful entrepreneur. Kaplan would likely say that he doesn't even have a business background but with Death & Co. reaching their tenth year in operation, we would beg to differ. He would also say that he's only an expert in what has worked for him, that there are a million ways to approach the opening of a bar. At an industry conference that took place this year he gave insight into his first bar deal, a deal that has led to the opening of many more successful bars.

The Fundamentals

If you're planning to open a bar you'll want to come up with a business plan, also known as a prospectus. While many people have been trained to think of the prospectus as a way to entice investors into funding their business, Kaplan sees it as a tool for the hopeful bar owner. In his eyes, the business plan is a resource that allows the person seeking funds to know their business backwards and forwards; it's a valuable road map that lays out the what, the how, the why, and the money needed.

There isn't any hard and fast rule for a prospectus but Kaplan shared a business plan that consisted of an overview, a section on atmosphere, one on offerings, the layout, the location, the neighborhood, competitive set, demographics, transportation, why the concept works, the money, projections, and a thank you at the end. While some of those sections may seem self-explanatory, Kaplan explained others. Because our industry is a visual one, the atmosphere section should contain anything that contributues to the overall vibe. View the prospectus as a passion play intended to get investors excited and share your passion. An offerings section explains what will be on your menus. The layout is obvious but Kaplan shared some very valuable information in securing a space while explaining this section. It's likely that you'll need to offer your first investor a sweetheart deal in order to get them to give you the money to lock in the space you want to occupy. While it isn't always possible, try try to get the landlord involved in the deal to help secure your ideal location. You can also look for new development deals because they're likely, according to Kaplan, 6 to 8 to maybe 12 months out, which gives you the time to stockpile investors and capital. If you have the means, which usually means having already opened a few bars, create a nightlife fund by gathering many investors so you'll have the capital on hand to accomplish several projects in rapid succession. In terms of the neighborhood section, know the neighborhood in which you plan to operate because you will be investing in it in terms of time and money; become part of the community. When explaining why your concept works, share personal accolades, tell investors why you're the right person for this project, and what other success projects you have under your belt. You'll need to break down exactly what the money is for and how much you need, plus what type of corporation you plan to form. Now, projections can be overwhelming and boring, so Kaplan suggests finding a way to get into them. To do this, find an easy point of reference. If you already work in a bar, you should know some numbers that can get you started, and you probably know people in the industry who can help you. Consider this section a very well-informed best guess.

"You will need to lawyer up at some point," added Kaplan. He has two attorneys. One is an alcohol attorney and one specializes in general business. As Alba Huerta, owner of Julep, said of her ownership experience, it's more expensive to not have a lawyer than to have one.