F & B : BAR BUSINESS
RAISING
THE
BAR
Hotels are using everything from guest-friendly wine education to tablet-based games to maximize bar business revenue .
By Ann Bagel Storck , managing editor
Brewing beer at a hotel , topping cocktails with vodka-infused “ caviar ” and using the latest tablet-based technology to do everything from educate guests about wine to give away free bar bites are all strategies currently in play as hotels work to optimize the “ beverage ” part of the F & B equation .
“ A bar or hotel entertainment operation cannot be an afterthought ,” says Michael Wilkings , chairman of Bare Global , a Toronto-based development , design and project management company with projects including a new entertainment-focused bar at The Westin Gurgaon in India . “ Good bars require the polar opposite of most hotels . The hotel experience , in general , has to be controlled , predictable and calm . A good bar is spontaneous , unpredictable and lively .
“ The contribution from a successful bar can sometimes exceed the rooms division contribution ,” Wilkings adds .
Winning with wine Wine plays a significant role in driving
46 HOTELS May 2012 www . hotelsmag . com