2011 RECAP - Tales of the Cocktail
2011 RECAP - Tales of the Cocktail
2011 RECAP - Tales of the Cocktail
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<strong>2011</strong> <strong>RECAP</strong><br />
®<br />
<strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>® Tidbits<br />
5,593 Bottles <strong>of</strong> Liquor<br />
286 Brands Participated<br />
207 Events<br />
63 Tasting Rooms<br />
54 Seminars<br />
25 Spirited Dinner® Locations<br />
14 Hotel Partners<br />
5 days<br />
THINGS UP!<br />
How Did Attendees<br />
Hear About<br />
<strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>®<br />
51% Friend or Family<br />
22% O<strong>the</strong>r<br />
14% Internet<br />
13% Print<br />
(Magazines & Newspapers)<br />
National and<br />
International Statistics<br />
Top 5 States Represented<br />
California, Texas, New York,<br />
Louisiana, Florida<br />
Top 5 Countries Represented<br />
(excluding <strong>the</strong> US)<br />
Canada, Russia, United Kingdom,<br />
Australia, Finland<br />
O<strong>the</strong>r countries represented:<br />
Austria, Brazil, Colombia, Germany,<br />
Denmark, Spain, France, Greece,<br />
Hungary, Ireland, Italy, Mongolia, Mexico,<br />
Ne<strong>the</strong>rlands, Norway, New Zealand,<br />
Portugal, Sweden, Singapore, Trinidad<br />
and Tobago, and <strong>the</strong> Virigin Islands<br />
3 Spirited Luncheons<br />
<strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong><br />
Shopping List:<br />
27,288<br />
Mini Bottles <strong>of</strong> FIJI Water<br />
17,322<br />
Limes<br />
15,520<br />
Lemons<br />
3,000<br />
Luxardo Maraschino Cherries<br />
400 lbs<br />
Granulated Sugar<br />
®<br />
Save <strong>the</strong> Date for <strong>the</strong><br />
<strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>®<br />
10th Anniversary<br />
July 25-29, 2012
“My team and I had a great time at <strong>Tales</strong>. The people, <strong>the</strong><br />
seminars, <strong>the</strong> events... all top notch. We will definitely be back<br />
next year ... and with a larger Atlanta contingency.”<br />
-Andy Minchow, Holeman and Finch<br />
<strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>®<br />
Team Spirit<br />
82 Volunteers<br />
57 <strong>Cocktail</strong> Apprentices<br />
55 Seasonal Staffers<br />
11 Interns<br />
8 Juicers<br />
5 Full Time Staffers<br />
3 Angels<br />
<strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>® <strong>2011</strong><br />
Economic Impact<br />
• $12.7 million was <strong>the</strong> total economic impact, an increase <strong>of</strong> $1.4 million from 2010<br />
• 15,748 hotel nights booked, an increase <strong>of</strong> 1,734 hotel nights books from 2010<br />
• 51% <strong>of</strong> visitors had attended <strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>® more than once<br />
• 49% <strong>of</strong> visitors experienced <strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>® for <strong>the</strong>ir first time<br />
• 92% <strong>of</strong> visitors listed <strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>® as <strong>the</strong> primary purpose <strong>of</strong><br />
<strong>the</strong>ir visit to New Orleans<br />
• $885,000 <strong>of</strong> state and local tax revenue collected in five days<br />
Attendee Breakdown<br />
• 21,764 attendees<br />
• 73% were Industry Pr<strong>of</strong>essional, Bartenders, Sponsors, Presenters or Media<br />
• 27% were <strong>Cocktail</strong> Enthusiasts<br />
• 94% would recommend <strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>® to o<strong>the</strong>r people<br />
“<strong>Tales</strong> is <strong>the</strong> gumbo <strong>of</strong> <strong>the</strong> Spirits &<br />
Mixology trade, because it is <strong>the</strong> perfect<br />
blend <strong>of</strong> brands, luminaries, influencers,<br />
mixologists and trade pr<strong>of</strong>essionals all<br />
simmered into an amazing experience.”<br />
<strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong><br />
Social Media Statistics<br />
• 91% <strong>of</strong> attendees surveyed followed <strong>Tales</strong> <strong>of</strong> <strong>the</strong><br />
<strong>Cocktail</strong>® on Facebook and Twitter (57%).<br />
•<br />
• 53% <strong>of</strong> visitors attend <strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>® events<br />
based on information received from social media<br />
-Ray Edwards,<br />
Executive Director/CEO <strong>of</strong> Phenix Brands, LLC
<strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>® <strong>2011</strong><br />
Media Coverage:<br />
287 Credentialed visiting media, writers,<br />
journalists, editors, radio show hosts, camera<br />
crews, etc<br />
584,388,397 Media Impressions*<br />
1,432 Stories Written*<br />
$10,054,520 Ad Value Generated*<br />
*May <strong>2011</strong> through August <strong>2011</strong><br />
<strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>®<br />
Good Deeds<br />
• 275,000 Recyclable <strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>® Tasting Cups<br />
• $25,000 awarded from <strong>the</strong> <strong>Cocktail</strong> Apprentice<br />
Scholarship Fund, giving former apprentices opportunities<br />
to continue <strong>the</strong>ir cocktail education<br />
• 15,300 pounds <strong>of</strong> compost donated by <strong>Tales</strong> <strong>of</strong> <strong>the</strong><br />
<strong>Cocktail</strong>® and 360 Vodka to Holly Grove Market<br />
• $2,500 raised for <strong>the</strong> Collins Family, a multi generation<br />
family <strong>of</strong> oyster farmers from bar towel sales<br />
• For <strong>the</strong> second year, <strong>the</strong> <strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>® Recipe<br />
E-Book cut down on paper use and reduces environmental<br />
impact from printing<br />
<strong>2011</strong> Standout Seminars*:<br />
Brand Ambassadors<br />
America’s New Distilleries<br />
Who’s Your Daddy A Mai Tai Paternity Test<br />
Beyond Punch: Colonial American Drinks<br />
Ladies Choice: Women Behind Bars<br />
H2O <strong>Cocktail</strong>s<br />
<strong>2011</strong> Stand Out Tasting Rooms*:<br />
Four Roses Bourbon Tasting Room<br />
Pernod Absin<strong>the</strong> Green Hour<br />
Sailor Jerry Rum Tasting Room<br />
The Enchanted Forest <strong>of</strong> Hendrick’s Gin<br />
Lillet Tasting Room<br />
Zacapa Rum Sou<strong>the</strong>rn Garden Party<br />
*Based on Post Event Surveys<br />
Attending Media Outlets<br />
Bon Appetit<br />
Chicago Tribune<br />
CNN<br />
GQ<br />
Esquire Magazine<br />
Houston Chronicle<br />
Imbibe Magazine*<br />
LA Times<br />
Playboy<br />
New York Times<br />
New York Post<br />
Saveur Magazine*<br />
Seattle Times<br />
Sou<strong>the</strong>rn Living<br />
Tasting Panel<br />
Wall Street Journal<br />
Washington Post<br />
Wine Enthusiast<br />
Wine Spectator<br />
Zagat<br />
* Media Partners<br />
Live Streaming<br />
Spirited Awards® on NOLA.com<br />
<strong>2011</strong> Core <strong>Tales</strong> Bloggers<br />
Darcy O’Neil <strong>of</strong> Art <strong>of</strong> <strong>the</strong> Drink<br />
Camper English <strong>of</strong> Alcademics<br />
Marleigh Riggins Miller <strong>of</strong> SLOSHED!<br />
Chuck Taggart <strong>of</strong> Gumbo Pages<br />
Craig Mrusek <strong>of</strong> Dr. Bamboo<br />
“Cruise around a few cocktail blogs<br />
and within half a dozen clicks or<br />
so, you’re going to see <strong>Tales</strong> <strong>of</strong> <strong>the</strong><br />
<strong>Cocktail</strong> referenced if not revered.”<br />
-American Drink Magazine
“There is no better place to launch a<br />
new product than <strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>,<br />
since it is <strong>the</strong> melting pot <strong>of</strong> <strong>the</strong> bar<br />
industry where enthusiasts, proprietors,<br />
bartenders, writers and suppliers meet.”<br />
-Diego Loret de Mola, BarSol Pisco<br />
EVERYONE’S A WINNER<br />
AT TALES OF THE COCKTAIL®<br />
Especially…..<br />
Golden Spirit Award®<br />
Claire Smith<br />
Official <strong>Cocktail</strong> Competition<br />
Eric Simpkins for <strong>the</strong> Rangoon Gin Fizz<br />
Atlanta, Georgia<br />
Cointreau and SAVEUR Next Bar Star<br />
Luigi Tarantino for<br />
<strong>the</strong> Cointreau’ling Kamikazes<br />
Bronx, New York<br />
Raffle Winners<br />
Chad Larson<br />
Dorothy Thrope<br />
Silver Rimmed Punch Bowl Set<br />
Donated by The Hour <strong>Cocktail</strong> Collection<br />
Mr. Andrulot<br />
The Quiet One®<br />
Donated by Vitamix®<br />
USBG BACARDI Piña Colada<br />
<strong>Cocktail</strong> Competition<br />
1st Place and Best Technical<br />
Debbi Peek <strong>of</strong> <strong>the</strong> Chicago Chapter<br />
USBG BACARDI Piña Colada<br />
<strong>Cocktail</strong> Competition<br />
People’s Choice<br />
Mat<strong>the</strong>w Myers <strong>of</strong> Las Vegas Chapter<br />
<strong>2011</strong> Bar Room Brawl<br />
presented by Moët Hennessey<br />
Bar Room Brawl World Champion<br />
Eastern Standard <strong>of</strong> Boston, MA<br />
<strong>2011</strong> Bar Room Brawl presented<br />
by Moët Hennessey<br />
People’s Choice Awards<br />
Roger Room <strong>of</strong> Los Angeles<br />
Teardrop Lounge <strong>of</strong> Portland<br />
Sable <strong>of</strong> Chicago<br />
Sandeman Competition<br />
Andy Minchow for Don’s Dram<br />
Holeman & Fitch<br />
Ricard Petanque<br />
The Max Warner Team<br />
Rocio Robert<br />
Farber Bro<strong>the</strong>rs Krome Kraft Shaker Set<br />
Donated by Stephen Visakay<br />
Seale Paterson<br />
1950s <strong>Cocktail</strong> Tray<br />
Donated by Stephen Visakay<br />
Sam Meyer<br />
1960s <strong>Cocktail</strong> Tray<br />
Donated by Stephen Visakay<br />
Mary Harrison<br />
Bottoms Up by Ted Saucier<br />
Donated by Stephen Visakay<br />
Liz Serro<br />
Vintage Bar Ware by Stephen Visakay<br />
Donated by Stephen Visakay<br />
Jenifer Ewing<br />
Fabulous New Orleans <strong>Cocktail</strong> Book<br />
by Lyle Saxton<br />
Donated by Stephen Visakay<br />
Sharon Carriere<br />
<strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>® Poster Collection<br />
Donated by Robert Rodriguez,<br />
Unconventional Works<br />
Iris Minkon<br />
The Old Waldorf Bar Days<br />
Donated by <strong>Cocktail</strong>Kingdom.com<br />
“Pr<strong>of</strong>essionals in one place presents a unique opportunity to make a large<br />
splash in a short amount <strong>of</strong> time.”<br />
-Joe Fee, Fee Bro<strong>the</strong>rs<br />
Travis Lavergne<br />
Lady Absin<strong>the</strong> Fountain<br />
Donated by Viridian Spirits<br />
Trey Bencrnu<br />
Bevolo Prize Package<br />
Donated by Bevolo Gas and Electric Lights
<strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>® <strong>2011</strong><br />
<strong>Cocktail</strong> Apprentices:<br />
<strong>Cocktail</strong> Apprentice Managers:<br />
Don Lee*<br />
Jeff Grdinich<br />
John Deragon<br />
<strong>Cocktail</strong> Apprentice Team Leaders:<br />
Eric Simpkins<br />
Leo Robitschek<br />
Mike Ryan*<br />
New Orleans Liaisons:<br />
Chris Hannah<br />
Kimberly Patton-Bragg<br />
Senior <strong>Cocktail</strong> Apprentices:<br />
Corey Bunnewith<br />
Cris Dehlavi<br />
Franky Marshall<br />
Hea<strong>the</strong>r Yau<br />
Jonathan Armstrong<br />
Lou Bustamante<br />
Neil Kopplin<br />
Nicholas Jarrett*<br />
Sudeep Rangi*<br />
Ted Kilgore<br />
Tommy Klus<br />
Trevor Kallies<br />
First time <strong>Cocktail</strong> Apprentices:<br />
Alan Akwai<br />
Ali Tahsini<br />
Brent Falco<br />
Bryn Tattan<br />
Carie Fuller<br />
Charles Veitch III<br />
Chris Amon<br />
Christina Kuypers<br />
Christopher “Churchy” Cummings<br />
Cynthia Turner<br />
Danielle Marchant<br />
David Burnette<br />
David Delaney Jr.<br />
Jade Brown-Godfrey<br />
James Betz<br />
James Goggin<br />
Jason Kemp<br />
Jean-Sebastien Dupuis<br />
Jesse Card<br />
Joann Spiegel<br />
Justin Lane Briggs<br />
Katie Emmerson<br />
Kyle Ford<br />
Logan Lavachek<br />
Maggie Meskey<br />
Matt Lanning<br />
Melodie Buell<br />
Michael Saccone<br />
Mike Henderson<br />
Nate Selsor<br />
Patrick Brennan<br />
Sabrina Kershaw<br />
Sean Frederick<br />
Sean Thibodeaux<br />
Susie Hoyt<br />
Thomas ‘Fable’ Jeon<br />
Tom Macy<br />
*Scholarship Recipients<br />
TALES OF THE COCKTAIL®<br />
APPRENTICE PROGRAM<br />
The <strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>® Apprentice Program (CAP) was developed in 2008 to give<br />
talented bartenders <strong>the</strong> opportunity to apprentice with some <strong>of</strong> <strong>the</strong> world’s most influential<br />
mixologists, and fur<strong>the</strong>r develop <strong>the</strong>ir bartending skills. <strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>®,Cointreau and<br />
<strong>the</strong> New Orleans Culinary and Cultural Preservation Society have come toge<strong>the</strong>r to support<br />
<strong>the</strong> next generation <strong>of</strong> mixologists through <strong>the</strong> CAP, providing scholarships to select cocktail<br />
apprentices who will study at a location where <strong>the</strong>y will be able to get hands on experience<br />
with renowned bartenders and spirits pr<strong>of</strong>essionals.<br />
“The rise <strong>of</strong> <strong>the</strong> Ponderosa Stomp, <strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong> and <strong>the</strong> St.<br />
Joan <strong>of</strong> Arc Fete make formerly cutting edge ga<strong>the</strong>rings such as<br />
Sou<strong>the</strong>rn Decadence, Essence and Tennessee Williams Festival now<br />
seem almost old-timey <strong>the</strong>mselves.”<br />
-Chris Rose, New Orleans Journalist<br />
“I always tell people that I don’t go to <strong>Tales</strong> to find out what <strong>the</strong><br />
industry is doing, I go to find out what <strong>the</strong> industry is going to be<br />
doing a year to three years from now.”<br />
-David Alan The Tipsy Texan<br />
About <strong>the</strong> New Orleans Culinary<br />
and Cultural Preservation Society<br />
The New Orleans Culinary and Cultural Preservation<br />
Society (NOCCPS) is a non-pr<strong>of</strong>it organization committed<br />
to preserving <strong>the</strong> unique culture <strong>of</strong> cocktails and cuisine<br />
in New Orleans and beyond. Since it’s founding in 2006 <strong>the</strong><br />
NOCCPS has supported members <strong>of</strong> <strong>the</strong> hospitality industry<br />
through programs like <strong>the</strong> new Apprentice Medical Aid Fund,<br />
providing financial assistance to former apprentices in<br />
times <strong>of</strong> medical need, <strong>the</strong> <strong>Cocktail</strong> Apprentice Scholarship<br />
Program and <strong>the</strong> Flo Woodward Memorial Scholarship as well<br />
as <strong>the</strong> production <strong>of</strong> events like <strong>Tales</strong> <strong>of</strong> <strong>the</strong> <strong>Cocktail</strong>®.<br />
17 <strong>Cocktail</strong> Apprentices got tattoos
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