Scorecarding Your Hotel Bar Operation

Scorecarding Your Hotel Bar – Are You Positioned for Maximum F&B Revenue Results? By: Scott Martiny

SBS travels the continent doing hotel bar assessments. (see The interview/observation process generates a Scorecard, a red, yellow, green rating for critical components in the success recipe for a hotel bar venue. Scorecards are designed to rate how effectively a hotel bar venue is set up to attract hotel guests and group guests pre/post event. The target guest experience is an extended hangout customer. (see )

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Assessment Case Study

An Assessment Case Study – Finding the Explosive Revenue Growth Opportunity in a Hotel Bar By: Scott Martiny

What step can you take when you suspect your existing hotel marriott oakland barbar venue is missing a lot of top and bottom line improvement opportunity? As you go through the upcoming year planning process, no matter how hard you push, the F&B revenue and profit targets for next year are the same as last year? Or as you push for capital funding for a venue renovation, ownership does not believe the business growth projections? You may want to consider bringing in a third set of eyes that can confirm and quantify the opportunity, and then define the comprehensive change effort required to achieve that opportunity.

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B$RN How Is Your Hotel Bar Doing?

Beverage Revenues Per Room Night – A New Way to Assess Your Hotel Bar Potential By: Scott Martiny

Here comes your monthly property P&L. Total F&B revenues, maybe broken down by venues versus banquets. Hopefully a breakdown of beverage versus food and likely a comparison to last year and budget (a budget which did not likely have a lot of planned revenue growth). If you are a multi property oversight executive, maybe somewhere along the way you noticed, hotel A does 3 times as much F&B as hotel B even though it’s hard to separate them from a market position perspective? Then when you try to make that point to a property team you hear all the reasons why the comparison is not valid.

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Is Your Hotel Bar Under Performing?

What should my hotel bar be generating in terms of F&B revenue? Are we maximizing our revenue opportunity?

Status quo is the path of least resistance when it comes to setting next year goals for most hotel bar operations. But what if you feel your bar is underperforming? How do you convince your management team to take on a performance improvement objective? Try looking through a new numbers window. You won’t find this metrics in your monthly P&L, but there is an easy way to assess your bar results when it comes to maximizing hotel guest customer capture – Beverage $ Per Room Night (B$RN).

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Table Of Contents

    February 2018 Herding Cats – An SBS Customer Interview with Chris Schaefer Dir Corp Restaurants Noble House Hotels & Resorts
    November 2017 A Picture Is Worth A Thousand Words
    October 2017 The Non Hotel Guest Marketing Opportunity In Hotel Bars
    January 2017 A Bar Performance Improvement Project – Case Study
    July 2016 Living Room Bar Concepts – A Winning Formula In Hotel/Resorts.
    June 2016 Is Your Bar/Restaurant Missing The NonHotel Guest Opportunity?
    August 2015 Assessment Programs – The Right First Step In A Beverage Performance Improvement Project
    July 2015 Margin Management – A New Way To Approach Improving Bar Profitability
    September 2013 Making The Leap – A New Banquets Beverage Strategy
    June 2012 Driving ROI Results With Beverage Monitoring Technology
    April 2012 The Perfect Bartender

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Herding Cats

Herding Cats – An SBS Partnership Interview with Chris Schaefer, Corp Dir Restaurants, Noble House Hotels & Resorts

Noble House Hotels & Resorts, Ltd. is a fully integrated hotelnoble house properties ownership and management company overseeing a portfolio of some of the most prestigious resort and boutique hotel properties across North America. Noble House is unique not only in the quality and exceptionalism of their properties and teams, but also in their dual role as an owner and operator in most of those properties. We sat down with Chris Schaefer, Corporate Director of Restaurants Noble House Hotels & Resorts, and discussed his insights and experience working with Strategic Beverage Solutions over the last 4 years.

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A Picture is Worth a Thousand Words

A Picture is Worth a Thousand Words

In 10 seconds can you describe what kind of guest experience I can expect in your hotel bar? On the internet that’s how much time you have when someone visits your website. It took 6 seconds to read that sentence – you have 4 seconds left…. No wonder effective digital marketing strategies focus on pictures and video to get their messages across. But not all pictures are the same. Some speak more clearly and with greater appeal then others. Walk through the pictures below. Which bar looks like the right place to go at the end of a business day, with friends or business associates who may or may not stop by? picture worth 1000 words

Which one would you pick? Your answer defines what market segment you fall in. Maybe your answer might depend on what day, time or circumstance you are in. But each one of these picture makes it clear what the intended guest experience will be. That is because a picture is worth a thousand words.

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target customers The primary customer for a Hotel F&B outlet is hotel guests, but the bar/restaurant experience is also becoming a preferred choice for a growing non hotel guest market segment. Whether it be an end of business day crowd or transient visitor crowd, or even an end of day local residence crowd, a lot of these potential customers don’t want to go to a destination restaurant, or to a party bar – they want the same experience as your hotel guest.

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Would someone be impressed if you posted a $500K growth in beverage revenues in the coming year, or dropped your beverage costs by 3 points? Most hotel F&B operations are “hold position” budgeted, which means the numbers goals for next year are often the same as the numbers achieved for last year. The Edgewater Hotel in Seattle, WA found a way to break out of that status quo cycle. It started with an Assessment in January 2016. One year later they were looking back at a $400K beverage business growth, and a 6 point drop in liquor costs. Here is their story…

In the spring of 2015, Noble House Hotels & Resorts decided to move forward with a partnership with Strategic Beverage Solutions (SBS). The goal was to explore bar performance improvement opportunities at all Noble House properties with managed F&B operations. The consultant team at SBS fanned out in a plan to do the initial assessments. In January 2016 an assessment was completed at the Edgewater Hotel, an iconic centerpiece of the Noble House portfolio tucked on the edge of Elliott bay in Seattle, WA. Six | Seven was a major Seattle destination restaurant with a reputation for fantastic dinners while soaking in gorgeous waterfront views. But the bar side of the business was also rapidly evolving into a popular end of business day and transient visitor hangout spot for great cocktails and small bites.

The goal of the Assessment project was delivering feedback on opportunities and ideas to both grow the business and improve profitability. The process involved looking at all aspects of the product; venue setup, menus, service strategy and execution along with marketing strategy. Dozens of ideas were developed including implementation of an SBS Beverage Watch Plus solution to help the business improve beverage profitability.

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