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Should Pop-Ups Pop Off?

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Should Pop-Ups Pop Off?

  1. 1. JUNE 11-12, 2019 Should Pop-Ups Pop Off? with Philip Duff, Jillian Vose & Eben Freeman 12-1245pm
  2. 2. SHOULD POP-UPS POP OFF? Text #PopUpOrPopOff Jillian Vose - Partner & beverage director, The Dead Rabbit and Blacktail - Co author, The Dead Rabbit: Mixology & Mayhem - Formerly of Clover Club, Maison Premiere and Death & Co. - Has guest-bartended and popped-up in more than a dozen countries across three continents - Twitter & Instagram: @jillianvose #BarConventBrooklyn
  3. 3. SHOULD POP-UPS POP OFF? Text #PopUpOrPopOff Eben Freeman - Principal consultant, Cocktail Culinaria consulting - Formerly of AvroKo, Altamarea, Tailor & wd-50 - Led the Mangkut team of consultants exchanging pop-ups with celebrity bartenders between Asia and the West including Jim Meehan & Hidetsugo Ueno - Twitter & Instagram: @ebenfreeman #BarConventBrooklyn
  4. 4. SHOULD POP-UPS POP OFF? Text #PopUpOrPopOff Philip Duff - Spirits & on-trade consultant, Liquid Solutions - Chief Genever Officer, Old Duff Genever - Founder, door 74 (Amsterdam) - Columnist, Drinks International - Twitter: @philipduff - Instagram: @philipsduff #BarConventBrooklyn
  5. 5. SHOULD POP-UPS POP OFF? #PopUpOrPopOff What Is A Pop-Up? #BarConventBrooklyn Pop-Up Guest Bartending Limited time ✔ ✔
  6. 6. SHOULD POP-UPS POP OFF? #PopUpOrPopOff What Is A Pop-Up? #BarConventBrooklyn Pop-Up Guest Bartending Limited time ✔ ✔ Imported Drinks ✔ ✔
  7. 7. SHOULD POP-UPS POP OFF? #PopUpOrPopOff What Is A Pop-Up? #BarConventBrooklyn Pop-Up Guest Bartending Limited time ✔ ✔ Imported Drinks ✔ ✔ Imported staff ❌ ✔
  8. 8. SHOULD POP-UPS POP OFF? #PopUpOrPopOff What Is A Pop-Up? #BarConventBrooklyn Pop-Up Guest Bartending Limited time ✔ ✔ Imported Drinks ✔ ✔ Imported staff ❌ ✔ Imported Décor ✔ ❌
  9. 9. SHOULD POP-UPS POP OFF? #PopUpOrPopOff What Is A Pop-Up? #BarConventBrooklyn Pop-Up Guest Bartending Limited time ✔ ✔ Imported Drinks ✔ ✔ Imported staff ❌ ✔ Imported Décor ✔ ❌ Imported Music ✔ ❌
  10. 10. SHOULD POP-UPS POP OFF? #PopUpOrPopOff What Is A Pop-Up? #BarConventBrooklyn Pop-Up Guest Bartending Limited time ✔ ✔ Imported Drinks ✔ ✔ Imported staff ❌ ✔ Imported Décor ✔ ❌ Imported Music ✔ ❌ Imported Food ✔ ❌
  11. 11. SHOULD POP-UPS POP OFF? #PopUpOrPopOff What Is A Pop-Up? #BarConventBrooklyn Pop-Up Guest Bartending Brand Activation Limited time ✔ ✔ ✔ Imported Drinks ✔ ✔ ✔ Imported staff ❌ ✔ ❌ Imported Décor ✔ ❌ ✔ Imported Music ✔ ❌ ✔ Imported Food ✔ ❌ ✔ Guest-centered ✔ ❌ ❌
  12. 12. SHOULD POP-UPS POP OFF? #PopUpOrPopOff The Origins Of Pop-Ups - Medieval banquets hosting visiting nobility – and their chefs #BarConventBrooklyn
  13. 13. SHOULD POP-UPS POP OFF? #PopUpOrPopOff The Origins Of Pop-Ups - 1851, Soyer’s Symposium of All Nations, Great Exhibition, London , 5 months, May-October. #BarConventBrooklyn
  14. 14. SHOULD POP-UPS POP OFF? #PopUpOrPopOff The Origins Of Pop-Ups - 1851, Soyer’s Symposium of All Nations, Great Exhibition, London , 5 months, May-October. - Restaurants (including The North Pole, the Peruvian Rainforest, the Door of the Dungeon of Mystery, the Chinese Pagoda and the Egyptian Temple) served up to 5000 people per day. #BarConventBrooklyn
  15. 15. SHOULD POP-UPS POP OFF? #PopUpOrPopOff The Origins Of Pop-Ups - 1851, Soyer’s Symposium of All Nations, Great Exhibition, London, 5 months, May-October. - Restaurants (including The North Pole, the Peruvian Rainforest, the Door of the Dungeon of Mystery, the Chinese Pagoda and the Egyptian Temple) served up to 5000 people per day. - The Washington Refreshment Room bar served 40 different cocktails, bartender earned the equivalent of $4000 per week in tips. First cocktail bar in England? #BarConventBrooklyn
  16. 16. SHOULD POP-UPS POP OFF? #PopUpOrPopOff The Origins Of Pop-Ups - 1917: Hawaiian Week at Tillema’s, Soda Fountain, Milwaukeee #BarConventBrooklyn
  17. 17. SHOULD POP-UPS POP OFF? #PopUpOrPopOff The Origins Of Pop-Ups - 1924: West Indies Pavilion at the British Empire Exhibition, London. #BarConventBrooklyn
  18. 18. SHOULD POP-UPS POP OFF? #PopUpOrPopOff The Origins Of Pop-Ups - 1924: West Indies Pavilion at the British Empire Exhibition, London. - Myers’ Rum sent at least one bartender from Jamaica’s Myrtle Bank Hotel to make Planters Punch cocktails at the Exhibition. First-ever brand-supported pop-up bar? #BarConventBrooklyn
  19. 19. SHOULD POP-UPS POP OFF? #PopUpOrPopOff The Origins Of Pop-Ups - 1924: West Indies Pavilion at the British Empire Exhibition, London. - Myers’ Rum sent at least one bartender from Jamaica’s Myrtle Bank Hotel to make Planters Punch cocktails at the Exhibition. First-ever brand-supported pop-up bar? - Immortalised in PG Wodehouse’s 1925 story The Rummy Affair Of Old Biffy "I have never been in the West Indies, but I am in a position to state that in certain of the fundamentals of life they are streets ahead of our European civilization…. A planter, apparently, does not consider he has had a drink unless it contains at least seven ingredients and I’m not saying, mind you, that he isn’t right.” #BarConventBrooklyn
  20. 20. SHOULD POP-UPS POP OFF? #PopUpOrPopOff Modern-Day Pop-Ups - 2012: London Union (Street Feast, Dinerama, Hawker House, etc) London #BarConventBrooklyn
  21. 21. SHOULD POP-UPS POP OFF? #PopUpOrPopOff Modern-Day Pop-Ups - 2014: Miracle (100+ in 2018) #BarConventBrooklyn
  22. 22. SHOULD POP-UPS POP OFF? #PopUpOrPopOff Modern-Day Pop-Ups - 2017: Trash Tiki – 10 months, 40+ pop-ups across 5 continents. #BarConventBrooklyn
  23. 23. SHOULD POP-UPS POP OFF? #PopUpOrPopOff Modern-Day Pop-Ups - Typical 50/50 revenue split between Trash Tiki (TT) and host venue - TT bartenders pay flight, accommodation & expenses - Any brand partners generate PR - 2 x TT bartenders = 1 tip-out - TT bartenders do full set-up & breakdown, and work full shifts - Pop-up in unused spaces / on dark days / during slow times of year #BarConventBrooklyn
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  27. 27. ● 7 month preparation ● 2 Training days, 8 days operation ● Build out (overnight) ● Brand support from multiple brands all featured in featured menu drinks ● Flights, accommodation and meals within the hotel for duration of pop-up ● Press requirements ● Daily fee for active bartenders (me in this case) ● Cost of decor ○ Working with our design company for menus & art SHOULD POP-UPS POP OFF?
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  30. 30. SHOULD POP-UPS POP OFF?
  31. 31. As The Travelling Bartender: What could go wrong? • Customs confiscates your chemicals, now what? • Lost luggage and broken equipment • Missed my flight or my connection • Your guest is a diva, your host is clueless • Fresh or frozen? Limes for lemons, vodka for gin • Get religion, is that Kosher? • Badges ? We don’t need no stinking badges SHOULD POP-UPS POP OFF?
  32. 32. As The Host Bar: Who can it be knocking on my door ? • Do your research, is this on brand? • Do your customers want this or did you ask? • Are they better than you and what does that mean? • What can you contribute? • Do they have brands in their bag? Do you? • What if they suck, what does that say about you? • Have they ever been four deep? Have you? • Batch and run or watch your P&L? • Riders SHOULD POP-UPS POP OFF?
  33. 33. Who Wins? It is all equal in the end • Cost of Goods and Marketing budget • Did we have fun? • Lessons learned for the next go round • Making history • Cultural appropriations • Do it for your staff • Who wins at the end of the day ? • Copy Cat, just a stop on the tour • I scratch your back… SHOULD POP-UPS POP OFF?
  34. 34. Dull Vital Details Lawyers, Guns and Money • Intellectual property • Insurance • Liability • House Policy • Tipped House? • Salty Dogs and Primadonnas • Trash the hotel room • Sex and Drugs SHOULD POP-UPS POP OFF?
  35. 35. SHOULD POP-UPS POP OFF? #PopUpOrPopOff Why Pop Up (anno 2019) 1. Financial F&B opportunity (Miracle, Street Feast) 2. Test of concept / Market research before bricks-and-mortar version (Schofields’ Bar) 3. Create / maintain media interest (Two Schmucks) 3. Brand activation / partnership (EMP Winter House with AmEx) #BarConventBrooklyn
  36. 36. SHOULD POP-UPS POP OFF? #PopUpOrPopOff Elements of Successful Pop-Ups 1. Run for a significant period of time 2. Concept is guest-centered and financially viable 3. Pop-up is immersive – décor, drinks, food, music, staff clothing 3. Brand partnerships support but don’t dominate #BarConventBrooklyn
  37. 37. SHOULD POP-UPS POP OFF? #PopUpOrPopOff Thank you! This deck: www . slideshare . net / philipduff @jillianvose @ebenfreeman @philipduff @philipsduff #BarConventBrooklyn

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