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JUNE 11-12, 2019
Should Pop-Ups Pop Off?
with
Philip Duff, Jillian Vose &
Eben Freeman
12-1245pm
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
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
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
SHOULD POP-UPS POP OFF?
#PopUpOrPopOff
What Is A Pop-Up?
#BarConventBrooklyn
Pop-Up Guest Bartending
Limited time ✔ ✔
SHOULD POP-UPS POP OFF?
#PopUpOrPopOff
What Is A Pop-Up?
#BarConventBrooklyn
Pop-Up Guest Bartending
Limited time ✔ ✔
Imported Drinks ✔ ✔
SHOULD POP-UPS POP OFF?
#PopUpOrPopOff
What Is A Pop-Up?
#BarConventBrooklyn
Pop-Up Guest Bartending
Limited time ✔ ✔
Imported Drinks ✔ ✔
Imported staff ❌ ✔
SHOULD POP-UPS POP OFF?
#PopUpOrPopOff
What Is A Pop-Up?
#BarConventBrooklyn
Pop-Up Guest Bartending
Limited time ✔ ✔
Imported Drinks ✔ ✔
Imported staff ❌ ✔
Imported Décor ✔ ❌
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 ✔ ❌
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 ✔ ❌
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 ✔ ❌ ❌
SHOULD POP-UPS POP OFF?
#PopUpOrPopOff
The Origins Of Pop-Ups
- Medieval banquets hosting visiting nobility –
and their chefs
#BarConventBrooklyn
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
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
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
SHOULD POP-UPS POP OFF?
#PopUpOrPopOff
The Origins Of Pop-Ups
- 1917: Hawaiian Week at Tillema’s,
Soda Fountain, Milwaukeee
#BarConventBrooklyn
SHOULD POP-UPS POP OFF?
#PopUpOrPopOff
The Origins Of Pop-Ups
- 1924: West Indies Pavilion at the British Empire Exhibition, London.
#BarConventBrooklyn
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
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
SHOULD POP-UPS POP OFF?
#PopUpOrPopOff
Modern-Day Pop-Ups
- 2012: London Union (Street Feast, Dinerama,
Hawker House, etc) London
#BarConventBrooklyn
SHOULD POP-UPS POP OFF?
#PopUpOrPopOff
Modern-Day Pop-Ups
- 2014: Miracle (100+ in 2018)
#BarConventBrooklyn
SHOULD POP-UPS POP OFF?
#PopUpOrPopOff
Modern-Day Pop-Ups
- 2017: Trash Tiki – 10 months, 40+ pop-ups across 5 continents.
#BarConventBrooklyn
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
SHOULD POP-UPS POP OFF?
SHOULD POP-UPS POP OFF?
SHOULD POP-UPS POP OFF?
● 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?
SHOULD POP-UPS POP OFF?
SHOULD POP-UPS POP OFF?
SHOULD POP-UPS POP OFF?
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?
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?
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?
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?
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
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
SHOULD POP-UPS POP OFF?
#PopUpOrPopOff
Thank you!
This deck: www . slideshare . net / philipduff
@jillianvose
@ebenfreeman
@philipduff @philipsduff
#BarConventBrooklyn

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Should Pop-Ups Pop Off?

  • 1. JUNE 11-12, 2019 Should Pop-Ups Pop Off? with Philip Duff, Jillian Vose & Eben Freeman 12-1245pm
  • 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. 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. 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. SHOULD POP-UPS POP OFF? #PopUpOrPopOff What Is A Pop-Up? #BarConventBrooklyn Pop-Up Guest Bartending Limited time ✔ ✔
  • 6. SHOULD POP-UPS POP OFF? #PopUpOrPopOff What Is A Pop-Up? #BarConventBrooklyn Pop-Up Guest Bartending Limited time ✔ ✔ Imported Drinks ✔ ✔
  • 7. SHOULD POP-UPS POP OFF? #PopUpOrPopOff What Is A Pop-Up? #BarConventBrooklyn Pop-Up Guest Bartending Limited time ✔ ✔ Imported Drinks ✔ ✔ Imported staff ❌ ✔
  • 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. 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. 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. 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. SHOULD POP-UPS POP OFF? #PopUpOrPopOff The Origins Of Pop-Ups - Medieval banquets hosting visiting nobility – and their chefs #BarConventBrooklyn
  • 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. 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. 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. SHOULD POP-UPS POP OFF? #PopUpOrPopOff The Origins Of Pop-Ups - 1917: Hawaiian Week at Tillema’s, Soda Fountain, Milwaukeee #BarConventBrooklyn
  • 17. SHOULD POP-UPS POP OFF? #PopUpOrPopOff The Origins Of Pop-Ups - 1924: West Indies Pavilion at the British Empire Exhibition, London. #BarConventBrooklyn
  • 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. 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. SHOULD POP-UPS POP OFF? #PopUpOrPopOff Modern-Day Pop-Ups - 2012: London Union (Street Feast, Dinerama, Hawker House, etc) London #BarConventBrooklyn
  • 21. SHOULD POP-UPS POP OFF? #PopUpOrPopOff Modern-Day Pop-Ups - 2014: Miracle (100+ in 2018) #BarConventBrooklyn
  • 22. SHOULD POP-UPS POP OFF? #PopUpOrPopOff Modern-Day Pop-Ups - 2017: Trash Tiki – 10 months, 40+ pop-ups across 5 continents. #BarConventBrooklyn
  • 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
  • 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?
  • 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. 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. 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. 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. 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. 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. SHOULD POP-UPS POP OFF? #PopUpOrPopOff Thank you! This deck: www . slideshare . net / philipduff @jillianvose @ebenfreeman @philipduff @philipsduff #BarConventBrooklyn