Written by Kenneth Scharlatt | Founder & Executive Director - Savage Orchid Hospitality
Published Monday, April 21, 2025

Wake Up: Your Bar Is Bleeding Potential

Let’s stop sugarcoating it: most hotel bars are barely breathing. They’re predictable, lifeless, and completely forgettable. They’re not inspiring loyalty, not driving spend, and definitely not creating buzz. And yet—they could be the biggest sleeper hit on your property.

Your bar should be a living, breathing stage. A vibe. A memory machine. It should be where locals go to feel like insiders and where guests come to discover something they can’t find anywhere else. But here’s the uncomfortable truth: if your bar looks and feels like a corporate afterthought, then that’s exactly how your guests will treat it.

You want higher check averages? You want more loyalty? You want guests to stay on property instead of bolting for the brewery down the street? It all starts behind the bar. And right now, it’s time to rip apart everything that’s stale, safe, and status quo—and rebuild your program from the ground up.

Let this sink in: 38% of U.S. travelers say a hotel’s late-night bar or restaurant is a key deciding factor in where they stay. Your bar isn’t a bonus—it’s a battleground for relevance.

Excuse #1: “Guests Won’t Try Something New”

Total fiction. One of the most damaging lies in this industry.

The idea that guests only want basic, recognizable labels is an excuse we tell ourselves to avoid having to train our teams, write better menus, or do the real work of storytelling. News flash: today’s guests—especially Millennials and Gen Z—are not afraid to explore. They’re craving something different. They want cocktails with origin. They want to sip local spirits, uncover hidden gems, and post about their experience with a smug “you had to be there” vibe.

According to AHLA, 76% of travelers pick hotels based on unique experiences. Fifty-eight percent list food and beverage as a primary deciding factor. And Gen Z? A full 75% of them say they’re actively seeking unique, local bar and drink experiences while traveling. That’s not hesitation—it’s a giant flashing arrow pointing to opportunity.

So why are we still playing it safe?

Because too many bars are staffed by people who don’t know how to talk about what they’re pouring. And too many managers are okay with that.

A guest isn’t afraid of new. A guest is afraid of being disappointed. When your team isn’t excited about what’s on the back bar—why would your guests be?

Excuse #2: “We Don’t Have Anyone to Do the Training”

Let’s kill this one with fire.

You have more access to free, expert-level training than any generation of operators before you. It’s just sitting there, untouched, while your bartenders coast on product sheets and muscle memory.

Your brand reps? They’re literal encyclopedias. They WANT to come in. They WANT to run tastings. They’ll walk your team through every nuance, every distillation process, every harvest detail—because it helps them move product, and it helps you sell the story. Yet they’re being treated like invoice jockeys instead of partners in your bar’s success.

Here’s the kicker: 78% of bartenders say supplier-led training is critical to how they build their menus and brand relationships. They want the knowledge. They want the support. And it’s free. Stop sleeping on the people who can elevate your entire program without adding a dollar to your payroll.

Ask for:

Rep-led tastings and workshops (monthly minimum)

Backbar content, signage, and QR-linked brand stories

Limited product drops to build exclusivity

Staff incentives, guest giveaways, branded glassware

You don’t need a massive training budget. You need to stop ignoring the value standing in front of you, holding a sample bottle.

Train Like You Actually Give a Damn

You want to know why your guests aren’t engaging with your bar? It’s not because of pricing. It’s not because of trends. It’s because your bartenders are coasting through shift after shift without a shred of passion, personality, or product knowledge.

That’s on you.

Your bartenders aren’t just there to pour—they’re curators of the guest experience. They’re storytellers. They’re vibe engineers. And when you fail to train them, you fail your entire operation.

How to start training like a savage:

Certifications: Enroll your team in WSET, BARSmarts, Cicerone. These aren’t just resume lines—they create pride and real knowledge that translates into better service and higher check averages.

Site Visits: Take your team to the brewery. The vineyard. The distillery. Let them touch, taste, and talk to the people behind the product.

In-House Competitions: Make education fun. Blind tastings. Cocktail R&D challenges. Give prizes, recognition, and menu placements.

Create a Culture of Curiosity: Feature one product a week. Let a different bartender lead a five-minute session. Build rituals around learning.

And here’s the number to remember: a unified staff training program can increase bar sales by 30%. That’s not theory—that’s field-tested fact.

When your team can tell the story of a spirit with the same passion as the person who made it, your bar becomes magnetic.

Activations: Stop Letting Your Bar Sit Dead During the Day

If your bar is silent from 2 to 5 PM, you’re not in a slow period—you’re in revenue purgatory. That downtime is a blank canvas. You can either let it collect dust, or you can turn it into your most profitable hours of the week.

Here’s how to build fire-breathing activations that generate buzz AND dollars:

Signature Tastings: Two to three days a week. Think wine flights, bourbon verticals, local craft beer explorations. Include premium hors d’oeuvres or charcuterie. Charge $25–$35pp. Make it feel like a mini masterclass. Let guests feel smarter when they leave than when they arrived.

Guest Mixology Classes: Cap it at 10 guests. Make them shake, stir, and garnish. Give them recipe cards. Take photos. Offer a branded takeaway. Charge $45–$65. Pair it with a discounted dinner offer or a free drink at the bar.

Meet the Maker: Bring in the distiller. The brewer. The winemaker. Let them tell their story tableside. Offer an exclusive cocktail or menu pairing. Turn your bar into an intimate theater of craftsmanship.

Bartender Battles: Feature your team. Let them go head-to-head. Guests vote. The winning drink gets a month-long feature. Build it into social content. Invite regulars to judge. Make it messy, loud, and unforgettable.

Limited Release Nights: Roll out a small-batch barrel or a seasonal menu with ceremony. Countdown clock. Exclusive invites. First 20 get branded rocks glasses. Create FOMO that gets people talking.

Local Nights & Loyalty Perks: Offer exclusive bar access for VIPs or loyalty members. Partner with local influencers, artists, or musicians. Build scenes—not just services.

Here’s why this works: 70% of guests who attend an F&B activation or tasting become regular customers. That’s how you build loyalty—with moments, not just menus.

Rebuild Your Back Bar with a System—Not a Spreadsheet

It’s not just what you pour—it’s how and why you pour it. And most of you are doing it backwards.

Your back bar should not be a graveyard of over-distributed, overhyped bottles with zero personality. It should be a curated gallery of purposefully selected products that your team knows and your guests want to talk about.

Here is a four-step system that is the key to building a back bar that sells itself and unlocks a killer beverage program:

Step 1: Local First

Start with your city. Your state. Local distilleries, breweries, wineries. These should be your first calls. Build real partnerships. Set up staff tours. Invite the makers in. Create cocktails around their stories. Put them on your website. Highlight them in your social media. This isn’t just sourcing—it’s collaboration.

Step 2: Regional Craft with a Story

Think outside your metro but stay within your cultural or geographic region. Find producers who are doing something different. Barrel aging. Wild fermentation. Unusual sourcing. Bring in what your competitors haven’t discovered yet.

Step 3: National/Global with a Twist

These are your curveballs. Your Jefferson’s Ocean. Your Thai rum. Your Nordic aquavit. Products with edge, pedigree, and a story most guests haven’t heard. These surprise and delight—especially when your team knows how to narrate the story.

Step 4: Big Brand Anchors—2 Max per Category

Yes, you need a Tito’s. A Goose. Maybe a Jack. But that’s it. One mid-range and one premium per category. Everything else comes from the first three steps. This forces intention. And it turns your bar into a curated experience—not a convenience store shelf.

And guess what? You’re not just curating cool—you’re meeting demand. A 2024 poll found that 71% of craft spirits drinkers try something new while traveling that they later wish they could buy at home. Your back bar could be the discovery zone they’ll never forget.

Financials Don’t Lie: F&B is a Goldmine (If You Stop Playing Safe)

Let’s talk numbers. STR reports that F&B makes up 20–40% of revenue in full-service hotels. For luxury properties, it’s even higher. That’s not a side hustle. That’s core business.

The American Hotel & Lodging Association says only 31% of guest spending goes to lodging. The remaining 69% is spent elsewhere. Translation? You’re letting your guests leave the property to drop hundreds at the cool cocktail bar down the street. That could be YOUR money. That SHOULD be your money.

So why aren’t you earning it? Because too many hotels settle for bar programs that “get the job done.” But that doesn’t get the guest back. And it sure as hell doesn’t make your hotel a destination.

You want to increase TRevPAR? Start by making your bar the most talked-about room in the hotel.

Final Word: Get Loud or Get Left Behind

Stop settling. Stop playing corporate. Stop assuming average is acceptable.

Your bar is the beating heart of your hotel—and right now, it’s barely breathing. Bring it back to life with intention, grit, energy, and unapologetic creativity. Guests are hungry for something real. Something bold. Something unforgettable.

So give it to them. Or watch them spend their money somewhere else.

Now raise the bar. Or get out of the way.

ABOUT THE AUTHOR…

Kenneth Scharlatt is a trailblazer in redefining the role of food and beverage within the hotel and resort industry. With a bold vision and an innovative mindset, Kenneth empowers properties to transform their F&B outlets into vibrant hubs that resonate with both guests and the local community. As the Founder & Executive Director of Savage Orchid Hospitality, he brings unparalleled expertise to creating unforgettable dining and lounge experiences that stand out in today’s competitive landscape.

Kenneth’s approach goes beyond conventional thinking. He champions concepts that don’t just complement a property—they redefine it, making the dining experience a central reason guests and locals return time and time again. With a deep passion for cultivating connections and driving revenue, Kenneth ensures every project balances creativity, operational excellence, and community integration.

Ready to ignite your property’s potential? Let’s collaborate to turn your F&B vision into reality. Jump on a call today and discover how we can craft a destination that sets your property apart!