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“Having a Theme
Without Being a Theme Bar”
#totc2016	
  #totc	
  #NotAThemeBar	
  	
  
@Diploma8coRum	
  @DelMagueyMezcal	...
Generous Sponsors
2
#totc2016	
  #totc	
  #NotAThemeBar	
  	
  
@Diploma8coRum	
  @DelMagueyMezcal	
  
“Having a Theme
Without Being a Theme Bar”
Moderated by
Michael Anstendig, Hanna Lee Communications (NYC)
Panelists:
Mark ...
•  Free Wi-Fi, Courtesy of Red Bull
–  Network: Talesofthecocktail
–  Password: givesyouwings
•  Hold Your Questions for Q...
•  Download the App
–  Search “Tales of the Cocktail 2016” in the app
store to find and download the official app
–  Manag...
•  Be Social!
•  Tag us on these social channels and use the
#TOTC2016 tag and #NotAThemeBar
–  Facebook: @TalesoftheCockt...
Moderator:
Michael Anstendig
Hanna Lee Communications (NYC)
#totc2016 #totc #NotAThemeBar @hannaleenyc 7
@hannaleenyc	
  
Panelist:
Mark Maynard-Parisi
Porchlight (NYC)
8
	
  	
  	
  	
  @markmaynardp	
  /	
  @Porchlightbar	
  
#totc2016 #totc ...
Panelist:
Neal Bodenheimer
Cane & Table (NOLA)
9
@CaneandTable	
  
#totc2016	
  #totc	
  #NotAThemeBar	
  @hannaleenyc	
  
Panelist:
Josh Mazza
Seamstress (NYC)
10#totc2016 #totc #NotAThemeBar @hannaleenyc
@Seamstress_ny	
  
What is a Theme Bar?
•  Working Definition
– Bars that have an overt adherence to
a theme
•  You know a theme bar when you...
Theme Bar Genres:
Sports
12#totc2016 #totc #NotAThemeBar @hannaleenyc
Theme Bar Genres:
Irish Pub
13#totc2016 #totc #NotAThemeBar @hannaleenyc
Theme Bar Genres:
Tiki
14#totc2016 #totc #NotAThemeBar @hannaleenyc
Theme Bar Genres:
Girlie Bar
15#totc2016 #totc #NotAThemeBar @hannaleenyc
Theme Bar Genres:
Honky Tonk
16#totc2016 #totc #NotAThemeBar @hannaleenyc
Theme Bar Genres:
Celebrity
17
Famous	
  Names	
  Help	
  Bars	
  Find	
  a	
  Niche	
  
#totc2016 #totc #NotAThemeBar @ha...
Theme Bar Genres:
Retro
18#totc2016 #totc #NotAThemeBar @hannaleenyc
Why We Love ‘em
•  Accessible
•  Goes Beyond a Generic Bar
•  Has Coherence
•  Appeals to Fans
•  Doesn’t Require Explanat...
Challenges
•  Predictable
•  One Visit Can Be Enough
•  Danger of Inauthenticity
•  Can Turn Off Non-Fans
•  Difficult to ...
Beyond Theme Bar
•  Having a theme without being a theme bar
–  The Upside
•  Originality = Creative License
•  Lends Cohe...
Beyond Theme Bar
•  Having a theme without being a theme bar
–  The Challenge
•  Originality
•  Some Guest Education Neede...
Porchlight
•  The Genesis of the Theme
–  How do you define it?
–  How did it come about?
–  What kind of theme bar, if an...
Porchlight: Drinks
24
Porchlight: Food
#NotAThemeBar 25
Porchlight: Decor
26
Porchlight: Entertainment
27
Porchlight: Accoutrements
28
Cane & Table
•  The Genesis of the Theme
– How do you define it?
– How did it come about?
– What kind of theme bar, if any...
Cane & Table: Drinks
30#totc2016 #totc #NotAThemeBar @hannaleenyc
Cane & Table: Food
31
Cane & Table: Decor
32
Seamstress
•  The Genesis of the Theme
–  How do you define it?
–  How did it come about?
–  What kind of theme bar, if an...
Seamstress: Drinks
34#totc2016 #totc #NotAThemeBar @hannaleenyc
Seamstress: Food
35
Seamstress: Decor
36
Seamstress: Retail
37
Discussion
•  Creating the Right Team
•  Customer Education
•  Dealing with Customer Push-Back
•  Balancing Cocktails vs. ...
Discussion
•  Design That Walks the Line
•  Keeping It Real: What’s In, What’s Out
•  Third-Party Tie-Ins
•  Winning Over ...
Discussion
•  Keeping It Fresh Over Time While
Maintaining the DNA
•  What’s in the Pipeline?
40
#totc2016 #totc #NotAThem...
41
#totc2016 #totc #NotAThemeBar @hannaleenyc
•  Please take a moment to rate this seminar
– Sign in to your schedule on TOTC’s website
or via the mobile app, navigate ...
•  Help us stay on schedule
– Please exit the room immediate following the
conclusion of this seminar. We invite you to
sp...
Generous Sponsors
44
#totc2016	
  #totc	
  #NotAThemeBar	
  	
  
@Diploma8coRum	
  @DelMagueyMezcal	
  
45
#totc2016 #totc #NotAThemeBar @hannaleenyc
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Having a Theme Without Being a Theme Bar

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There is a narrow line between a bar having a theme (good) and being a theme bar (not so good). What does it take to pull this off successfully? How can a bar honor a theme without being predictable, pigeon-holed or clichéed? In this seminar, we will meet three successful bar operators who manage to walk this line gracefully and with outstanding results, including each of their bars being named among 2016's "Best Bars in America" by Esquire Magazine. They include Mark Maynard-Parisi, creator of Porchlight, a New York bar with a Southern accent and a 24-year veteran of Danny Meyer's Union Square Hospitality Group, Neal Bodenheimer, creator of Cane & Table, which nods to Havana and tiki, who is also behind Cure in New Orleans, and Josh Mazza, creator of Seamstress, which takes 19th century homesteading as its inspiration without veering into kitsch or literalism, as well as The Gilroy and the newly-opened Belle Shoals.

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Having a Theme Without Being a Theme Bar

  1. 1. “Having a Theme Without Being a Theme Bar” #totc2016  #totc  #NotAThemeBar     @Diploma8coRum  @DelMagueyMezcal  
  2. 2. Generous Sponsors 2 #totc2016  #totc  #NotAThemeBar     @Diploma8coRum  @DelMagueyMezcal  
  3. 3. “Having a Theme Without Being a Theme Bar” Moderated by Michael Anstendig, Hanna Lee Communications (NYC) Panelists: Mark Maynard-Parisi, Porchlight (NYC) Neal Bodenheimer, Cane & Table (NOLA) Josh Mazza, Seamstress (NYC) #totc2016  #totc  #NotAThemeBar  @Diploma8coRum  @DelMagueyMezcal  
  4. 4. •  Free Wi-Fi, Courtesy of Red Bull –  Network: Talesofthecocktail –  Password: givesyouwings •  Hold Your Questions for Q&As at the End #NotAThemeBar 4 Housekeeping    
  5. 5. •  Download the App –  Search “Tales of the Cocktail 2016” in the app store to find and download the official app –  Manage your schedule, see who else is attending, and leave feedback on seminars #NotAThemeBar 5 Housekeeping    
  6. 6. •  Be Social! •  Tag us on these social channels and use the #TOTC2016 tag and #NotAThemeBar –  Facebook: @TalesoftheCocktail –  Instagram: @tales_of_the_cocktail –  Twitter: @totc –  Snapchat: @totc_snap #NotAThemeBar 6 Housekeeping    
  7. 7. Moderator: Michael Anstendig Hanna Lee Communications (NYC) #totc2016 #totc #NotAThemeBar @hannaleenyc 7 @hannaleenyc  
  8. 8. Panelist: Mark Maynard-Parisi Porchlight (NYC) 8        @markmaynardp  /  @Porchlightbar   #totc2016 #totc #NotAThemeBar @hannaleenyc
  9. 9. Panelist: Neal Bodenheimer Cane & Table (NOLA) 9 @CaneandTable   #totc2016  #totc  #NotAThemeBar  @hannaleenyc  
  10. 10. Panelist: Josh Mazza Seamstress (NYC) 10#totc2016 #totc #NotAThemeBar @hannaleenyc @Seamstress_ny  
  11. 11. What is a Theme Bar? •  Working Definition – Bars that have an overt adherence to a theme •  You know a theme bar when you see a theme bar 11#totc2016 #totc #NotAThemeBar @hannaleenyc
  12. 12. Theme Bar Genres: Sports 12#totc2016 #totc #NotAThemeBar @hannaleenyc
  13. 13. Theme Bar Genres: Irish Pub 13#totc2016 #totc #NotAThemeBar @hannaleenyc
  14. 14. Theme Bar Genres: Tiki 14#totc2016 #totc #NotAThemeBar @hannaleenyc
  15. 15. Theme Bar Genres: Girlie Bar 15#totc2016 #totc #NotAThemeBar @hannaleenyc
  16. 16. Theme Bar Genres: Honky Tonk 16#totc2016 #totc #NotAThemeBar @hannaleenyc
  17. 17. Theme Bar Genres: Celebrity 17 Famous  Names  Help  Bars  Find  a  Niche   #totc2016 #totc #NotAThemeBar @hannaleenyc
  18. 18. Theme Bar Genres: Retro 18#totc2016 #totc #NotAThemeBar @hannaleenyc
  19. 19. Why We Love ‘em •  Accessible •  Goes Beyond a Generic Bar •  Has Coherence •  Appeals to Fans •  Doesn’t Require Explanation •  Predictable, Tried and True 19#totc2016 #totc #NotAThemeBar @hannaleenyc
  20. 20. Challenges •  Predictable •  One Visit Can Be Enough •  Danger of Inauthenticity •  Can Turn Off Non-Fans •  Difficult to Differentiate Among Similar Themed Bars •  Often Lack a Focus on Top Quality Drinks 20#totc2016 #totc #NotAThemeBar @hannaleenyc
  21. 21. Beyond Theme Bar •  Having a theme without being a theme bar –  The Upside •  Originality = Creative License •  Lends Coherence •  Possibility of Surprises and Nuance •  Rediscovery on Repeat Visits •  Appeals to Fans and Non-Fans Alike 21#totc2016 #totc #NotAThemeBar @hannaleenyc
  22. 22. Beyond Theme Bar •  Having a theme without being a theme bar –  The Challenge •  Originality •  Some Guest Education Needed 22#totc2016 #totc #NotAThemeBar @hannaleenyc
  23. 23. Porchlight •  The Genesis of the Theme –  How do you define it? –  How did it come about? –  What kind of theme bar, if any, did you want to avoid being and why? 23#totc2016 #totc #NotAThemeBar @hannaleenyc
  24. 24. Porchlight: Drinks 24
  25. 25. Porchlight: Food #NotAThemeBar 25
  26. 26. Porchlight: Decor 26
  27. 27. Porchlight: Entertainment 27
  28. 28. Porchlight: Accoutrements 28
  29. 29. Cane & Table •  The Genesis of the Theme – How do you define it? – How did it come about? – What kind of theme bar, if any, did you want to avoid being and why? 29#totc2016 #totc #NotAThemeBar @hannaleenyc
  30. 30. Cane & Table: Drinks 30#totc2016 #totc #NotAThemeBar @hannaleenyc
  31. 31. Cane & Table: Food 31
  32. 32. Cane & Table: Decor 32
  33. 33. Seamstress •  The Genesis of the Theme –  How do you define it? –  How did it come about? –  What kind of theme bar, if any, did you want to avoid being and why? 33#totc2016 #totc #NotAThemeBar @hannaleenyc
  34. 34. Seamstress: Drinks 34#totc2016 #totc #NotAThemeBar @hannaleenyc
  35. 35. Seamstress: Food 35
  36. 36. Seamstress: Decor 36
  37. 37. Seamstress: Retail 37
  38. 38. Discussion •  Creating the Right Team •  Customer Education •  Dealing with Customer Push-Back •  Balancing Cocktails vs. Food 38#totc2016 #totc #NotAThemeBar @hannaleenyc
  39. 39. Discussion •  Design That Walks the Line •  Keeping It Real: What’s In, What’s Out •  Third-Party Tie-Ins •  Winning Over the Neighborhood 39 #totc2016 #totc #NotAThemeBar @hannaleenyc
  40. 40. Discussion •  Keeping It Fresh Over Time While Maintaining the DNA •  What’s in the Pipeline? 40 #totc2016 #totc #NotAThemeBar @hannaleenyc
  41. 41. 41 #totc2016 #totc #NotAThemeBar @hannaleenyc
  42. 42. •  Please take a moment to rate this seminar – Sign in to your schedule on TOTC’s website or via the mobile app, navigate to this seminar, and click “Feedback Survey” 42 Odds  &  Ends       #totc2016 #totc #NotAThemeBar @hannaleenyc
  43. 43. •  Help us stay on schedule – Please exit the room immediate following the conclusion of this seminar. We invite you to speak with our presenters and fellow guests at the Carousel Bar 43 Odds  &  Ends       #totc2016 #totc #NotAThemeBar @hannaleenyc
  44. 44. Generous Sponsors 44 #totc2016  #totc  #NotAThemeBar     @Diploma8coRum  @DelMagueyMezcal  
  45. 45. 45 #totc2016 #totc #NotAThemeBar @hannaleenyc

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