small city cocktail culture

CREATING COCKTAIL CULTURE

IN SMALL CITIES “COCKTAILS, NOT JUST FOR MAJOR CITIES ANYMORE”

HUGE THANKS

TO GERANIUM GIN

#SMALLCITYCOCKTAILS

• @FERNETBRANCA • @GERANIUMGIN • @LIQUIDREV

• SHAWN SOOLE• ORON LERNER • BRADFORD KNUTSON

• @FERNETBRANCA• @GERANIUM_GIN• @SHAWNSOOLE• @FRENCH57

CITY PARAMETERS CLASSIFICATIONS

SMALL CITY BY POPULATIONSMALL CITY BY INFANCY OF

CULTURE

CITY PARAMETERS DEFINITION

UNDER 200,000 PEOPLE CULTURE THAT IS APPROXIMATELY

5 YEARS OLD (MULTIPLE VENUES WITH THE SAME

GOAL)

CITY PARAMETERS

POPULATION VS. AREA PUBLIC TRANSPORT, DENSITY, BRAND

SPREAD

VICTORIA

MANCHESTER

REYKJAVIK

EDMONTON

OLYMPIA

TEL AVIV

0 200 400 600 800 1000 1200

City Core vs Population

CITY CORE AREA SQ MILESCITY CORE POPULATION IN 1000'S

VICTORIA

MANCHESTER

REYKJAVIK

EDMONTON

OLYMPIA

TEL AVIV

0 500 1000 1500 2000 2500 3000 3500 4000

Metro vs Population

METRO AREA SQ MILES METRO POPULATION in 1000's

VICTORIA

MANCHESTER

REYKJAVIK

EDMONTON

OLYMPIA

TEL AVIV

0 500 1000 1500 2000 2500 3000 3500 4000

Total Area vs Population

TOTAL AREA SQ MILES TOTAL POPULATION in 1000's

CITY PARAMETERS SEX & AGE

MEDIAN AGE – SINGLE, PARTNERS, FAMILIES

MALE & FEMALE SPLIT

VICTO

RIA

MANCHES

TER

REYKJA

VIK

EDMONTO

N

OLYMPIA

TEL A

VIV

42

3336 36 36 34

AGE

48.40%51.60%

VICTORIA

MALE %FEMALE %

48.40%

51.60%

VICTORIA

MALE %FEMALE %

50.50%49.50%

MANCHESTER

MALE %FEMALE %

48.40%

51.60%

VICTORIA

MALE %FEMALE %

50.50%

49.50%

MANCHESTER

MALE %FEMALE %

50%50%

REYKJAVIK

12

48.40%

51.60%

VICTORIA

MALE %FEMALE %

50.50%

49.50%

MANCHESTER

MALE %FEMALE %

50%50%

REYKJAVIK

MALE %FEMALE %

51.00%49.00%

EDMONTON

MALE %FEMALE %

48.40%

51.60%

VICTORIA

MALE %FEMALE %

50.50%

49.50%

MANCHESTER

MALE %FEMALE %

50%50%

REYKJAVIK

MALE %FEMALE %

51.00%

49.00%

EDMONTON

MALE %FEMALE %

47.30%52.70%

OLYMPIA

MALE %FEMALE %

48.40%

51.60%

VICTORIA

MALE %FEMALE %

50.50%

49.50%

MANCHESTER

MALE %FEMALE %

50%50%

REYKJAVIK

MALE %FEMALE %

51.00%

49.00%

EDMONTON

MALE %FEMALE %

47.30%

52.70%

OLYMPIA

MALE %FEMALE %

49.70%50.30%

TEL AVIV

MALE %FEMALE %

48.40%

51.60%

VICTORIA

MALE %FEMALE %

50.50%

49.50%

MANCHESTER

MALE %FEMALE %

50%50%

REYKJAVIK

MALE %FEMALE %

51.00%

49.00%

EDMONTON

MALE %FEMALE %

47.30%

52.70%

OLYMPIA

MALE %FEMALE %

49.70%

50.30%

TEL AVIV

MALE %FEMALE %

49.48%50.52%

Average Male:Female

MALE % FEMALE %

49.48%

50.52%

Average Male:Female

MALE % FEMALE %

AVERAGE POPULATION = 1.5 MILLION

IN THE BEGINNING

WHY? DETRACTORS HARD ROAD

CONSTANT VIGILANCE HEIGHTENED SENSE OF GUEST

EXPERIENCE

GET THE BALL ROLLING

READ “GETTING MORE” BY STUART

DIAMONDGET A MENTOR

ASK

GET THE BALL ROLLING

GETTING YOUR MANAGER & OWNER

BEHIND THE IDEABE REALISTIC DO A MENU

BUILD ON THE CLASSICS

HEAVILY CLASSIC MENU TWISTED ON CLASSICS PERFECTING THEM

OVER AND OVER, AND OVER, AGAIN

PRICING START BY TAKING A HIT

BUILD CLIENTS CHARGE ACCORDINGLY AS CULTURE

GROWSDON’T COMPETE WITH BIG CITY

PRICES

VICTO

RIA

MANCHES

TER

REYKJA

VIK

EDMONTO

N

OLYMPIA

TEL A

VIV0

10203040506070

AVERAGE INCOME VS LIVING EXPENSES (excluding

rent)

AVERAGE INCOME IN 1000'S LIVING EXPENSES IN 1000'S

VICTORIA MANCHESTER REYKJAVIK EDMONTON OLYMPIA TEL AVIV0

10

20

30

40

50

60

70 INCOME VS EXPENSES VS COCKTAIL PRICE

AVERAGE INCOME IN 1000'S LIVING EXPENSES IN 1000'S COCKTAIL PRICES

EDUCATION

SEMINARS AND TASTINGSINDUSTRY & GENERAL PUBLIC

BUILDS LOYALTY & CUSTOMER BASE

EDUCATION

EDUCATION

EDUCATION

SOCIAL MEDIA EVERYDAY, EVERY MORNING, EVERY NIGHT

PLUG IN, ALL THE TIME CYBER TOUCHING TABLES ARTHUR WYNNE – MACKENZIE

ROOM ANDREW FRIEDMAN – LIBERTY &

GOOD CITIZEN

SOCIAL MEDIA ALL

PLATFORMS, ALL THE TIME

NOT FOCUSSING

ON JUST WHAT YOU ARE DOING

YOUR TEAM & COMMUNITY

WHAT ARE THE MOTIVATORS FOR

BARTENDERS TO DO MORE?

IT’S NOT ABOUT YOU, IT’S ABOUT EVERYONE ELSE

A RISING TIDE RAISES ALL BOATS

FINALITY IN THE BEGINNINGHARD WORK, HUGE AMOUNTS OF WORK WORK TWICE AS HARD TO PROVE YOUR

HALF AS GOODWHEN YOU THINK YOU ARE DONE, YOU

CAN WORK HARDER & LONGER

BALL IS ROLLING

SEMINARS & TRAINING DROP $$ INTO BRINGING IN THE

BIG NAMESBIG NAMES LEAD TO THE

NOTORIETY

STAFF TRAINING

DIVERSIFICATION OF YOUR LISTNEXT STEP FROM THE CLASSICS

CLASSIC VARIATIONS

COMMUNITY TRAINING MORE TRAINING,

MORE SHARINGULTIMATE GOAL –

GETTING MORE BARTENDERS INTERESTED

SMALL CITY – PROS & CONS CAN’T STOP DOING WHAT YOU ARE

DOINGPROS

KNOWING GUESTS BY NAME EASIER TO BUILD LONG-TERM

LOYALTY

SMALL CITY – PROS & CONS

CONSLACK OF MEDIA

TOO MUCH PAY TO PLAY SCENEISM

THE END

THE END YET TO BE WRITTEN

BOOK DEALSWORLD TRAVEL YOUR OWN PLACE

BRAND AMBASSADORSHIP

THE END

WORKING HARD DOESN’T STOP…..UNFORTUNATELY

BE YOUR BIGGEST COMPETITOR, CRITIC AND MOTIVATOR, NO ONE ELSE

WILL BE

THE END “WHATEVER YOU DO, BE THE

VERY BEST AT IT”, SOOLE’S DAD

“REGARDLESS OF HOW GOOD YOU GET, THERE IS ALWAYS SOMEONE OUT THERE

THAT’S BETTER” SOOLE’S MUM

RESOURCES

SLIDESHARE -

SHAWN SOOLE – SHAWNRSOOLE@GMAIL.COM

WWW.SQUAREDHOSPITALITY.CA

#SMALLCITYCOCKTAILS

• @TALESOFTHECCOCKTAIL• #TOTC2016 • @FERNETBRANCA • @GERANIUMGIN • @LIQUIDREV

• TALES OF THE COCKTAIL

• #TOTC2016• SHAWN SOOLE• ORON LERNER • BRADFORD KNUTSON

• @TALESOFTHECOCKTAIL• @FERNETBRANCA• @GERANIUM_GIN• @SHAWNSOOLE• @FRENCH75

RESOURCES COCKTAIL CULTURE

AVAILABLE ON AMAZON

THANK YOU OUR SPONSORS – GERANIUM GIN & FERNET

BRANCA

TALES OF THE COCKTAIL

HUGE THANKS TO THE CAPS

FELLOW SPEAKERS – ORON LERNER & BRADFORD KNUTSON

LOVE TO MY BOY BRENDO NINTENDO, MISS YOU