Pop-Up the Ladder and Own a Bar By: Jamie Jones, Dean Callan, Alex Kratena

1. Pop-Up the Ladder
And Own a Bar
!1
#PopUpTheLadder
WiFi - TOTC2014
@TOTC

3. Your Hosts..
!
Alex Kratena
Jamie Jones
& Dean Callan

4. 01
Dean Callan
Monkey Shoulder Global Brand Ambassador"
!
Bartended globally including Milk & Honey London"
!
Collects bar knives…"
!
@DeanCallan

5. 01
Alexino Kratena
Head Bartender of The Artesian - World’s Best Bar TWICE"
!
‘World’s Best Cocktail menu’(2011) title at Spirited Awards
in New Orleans"
!
Super Cool"
!
@Alex_Kratena

6. 01
Jamie Jones
G’Vine GCP Winner 2013"
!
Global Bar Consultant & Trainer"
!
Looks like a hobbit"
!
@CocktailHobbit

9. So What is a Pop-Up?

13. Pop-Up anywhere!

14. But what about Pop-Up Bars?

15. MICRO
CONCEPTS

16. Pin-Up Pop-Up Lanes, Manchester
2011

20. Manchester City Center
2 months
Lanes £25,000
Sponsorship from Puma Footwear
Revenue £120,000

21. Pin-Up Pop-Up Lanes turns in to
Moose Bar

23. Kahlua Coffee House, Manchester

26. Intended to originally be for just 1
month.
Extended to 2 months due to
success.
Raised huge brand awareness in
North England

27. What to consider.
✤ What is Popping-Up?
✤ Why is it Popping-Up?
✤ Where is it Popping-Up?
✤ When is it Popping-Up?
✤ How long is it Popping-Up?
✤ Staff Popping-Up?

28. Location, location, location…
✤ What else is on offer
✤ Footflow
✤ Field of Dreams

29. My slice of the pie…
The Yacht Club MCR

33. Open for 8 weeks
2 weeks to build
Very popular - £246,000
Lots of press and media
No overall sponsor
Perfect location

34. Fair weather
Trouble with land owners
Tight conditions to work

37. Getting Brands Involved
A Monkey’s
Perspective…

39. What a brand might look for…
!
BRAND VISIBILITY
SAMPLING OPPORTUNITIES
PR
EXPERIENTIAL
INFLUENCER PARTNERSHIPS

40. Diesel Brand Ambassadors Party at Notting Hill Carnival
PR & Influencer Partnership

41. T
The Chocolate Trail
Consumer Experiential

42. Monkey shoulder bootcamp:
@London cocktail week PR & Sampling

43. T
Monkey Shoulder Treehouse
Sampling, Experiential, Trial & Influencer PR

45. U

46. 01
Artesian on
Tour…

47. MAKE YOUR POP UP
POP
______________
!
ARTESIAN POP UP SHOP IN POP A UP
SEMINAR

50. TRAVEL
!
NETWORKING
!
TEAM BUILDING
!
LEARNING
!
TRAINING
!
PARTY
!
SEX
PR
!
PRESS
!
BRAND AWARENESS
!
RAISING PROFILE
!
WIDER BRAND EXPOSURE
!
BRAND RELATIONSHIPS
!
COLLABORATION OPPORTUNITIES

51. TEST NEW MARKETS
!
ENGAGE GUEST OFFLINE
!
NEW REVENUE STREAM
!
MERCHANDISE

56. CREATE A CONTENT
PARTNERSHIP OPPORTUNITIES
SELECT GOOD LOCATION
CHECK LOCAL LAW
STAFFING
INVENTORY
MARKETING
ENGAGE INFLUENCERS

58. What you need to pop-up
✤ Cash
✤ Sponsorship
✤ USP
✤ Space
✤ Time
#PopUpTheLadder

59. What else?
✤ Commitment
✤ Marketing
✤ Team
✤ Good builders
✤ Licensing

60. 01
Thank you!
✤ @Alex_Kratena"
✤ @DeanCallan"
✤ @CocktailHobbit"
✤ @Totc"
✤ slideshare.com/CocktailHobbit
✤ Huge thank yous to"
✤ Phil Duff"
✤ EuroWineGate"
✤ Tales of the Cocktail"
✤ THE CAPS