small city cocktail culture
TRANSCRIPT
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
#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
