SOCIAL PERSONALITY
CARTENDER
Cartender at Viceroy New York serves between 30 and 50 free cocktail tastings during a given happy hour and has helped boost drink sales at the hotel ’ s Kingside restaurant .
Last December at Viceroy New York , Gerber Group introduced Cartender , a vintage bar cart carrying complimentary petite cocktails from the hotel ’ s Kingside restaurant , during happy hour in the hotel ’ s Library . Gerber Group Managing Partner Vincent Mauriello says on a given night , the Cartender serves between 30 and 50 cocktail tastings .
“ We have definitely seen an increase in sales at Kingside of the particular drink we feature that evening for Cartender ,” Mauriello adds . “ There is no better way to market than actually bringing the product to guests .”
Sheraton Hotels & Resorts last year rolled out Sheraton Social Hour to properties around the world . The program offers two 2-ounce ( 59- ml ) pours of wines from various respected vineyards , and Global Brand Leader Hoyt Harper says its success has led many hotels to develop new wine bars or expand the program to meetings . “ Guests who participate in Social Hour have a higher guest satisfaction index ,” Harper notes . “ Getting people out of their rooms and participating in our social activities makes them happier and more likely to come back .”
Hotel Max in Seattle , part of Provenance Hotels ’ portfolio , features a similar nightly event centered on complimentary local craft beer . Provenance President Bashar Wali says the craft beer hours have helped drive business to Hotel Max ’ s new Miller ’ s Guild restaurant . “ Impacting F & B revenue wasn ’ t a goal when we started this program , but our guests enjoy being able to experience the craft beer hour and then walk into the restaurant and check out the craft beer and cocktail program or sit down for a bite ,” Wali adds .
BREWS AND MENUS
Wine has long been painstakingly paired with food , and now beer is increasingly joining that party .
Last September , Four Seasons
Hotels and Resorts , Toronto , held a global Beer Fest during which local brews took center stage along with complementary dishes . Four Seasons Hotel Hampshire , for instance , served a traditional English pie made with locally brewed Gold Muddler Ale .
Often hotels team with area breweries on themed dinners . The Umstead Hotel and Spa in Cary , North Carolina , worked with Fullsteam Brewery in nearby Durham to host a locally inspired dinner that featured dishes such as a crab-and-corn fritter with squash butter paired with Fullsteam ’ s El Toro Cream Ale . The Umstead is planning additional craft beer dinners as well as a cider dinner this year .
Similarly , The Arizona Biltmore , A Waldorf Astoria Resort in Phoenix , held a series of beer dinners through the first four months of this year showcasing various local microbrews . The hotel is already planning a second four-month series of the dinners followed by an eight-month series starting next fall .
“ Guests particularly enjoyed sitting at communal tables and having the brewmasters there to talk about their products ,” says Gordon Maybury , executive chef at The Arizona Biltmore . “ So the evenings were also a learning experience .
“ Dining events like beer dinners bring people to the resort who otherwise may not have come ,” Maybury adds . “ Many of them stay and have a beer or cocktail at one of our bars , and then they come back another night . It ’ s a very effective way to market The Arizona Biltmore ’ s restaurants and bars .”
ENGLISH PIE
In addition to organic beef and spices , locally brewed Gold Muddler Ale was the star of a traditional English pie served as part of Four Seasons ’ Beer Fest last year .
38 HOTELS April 2014 www . hotelsmag . com