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Thursday, July 21 • 10:30am - 12:00pm
Sound Advice - Better Bar Music

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In the rush to design brilliant spaces and stock bars with brilliant products, many otherwise brilliant bars are neglecting their music offering, and failing to stimulate the most powerful sense of all. Sasha Petraske used to say he’d made up his mind whether he liked a place 5 seconds after opening the door. Most of your customers probably do it in half that time. But how can this be if your guests haven’t yet had time to see your bespoke bitters and ice program? The answer is, they make that decision at the speed of sound. Music is the most important way to create an instant atmosphere in your venue. It can be used to instantly tell arriving guests what kind of venue this is, and perhaps more importantly, what kind it is not. Your choice of music, and musicians, can subtly suggest to guests that they sit down, stand up, dance around, and drink up. Managed well, it is a guaranteed way to increase guest satisfaction, create a unique experience, give your guests the best night ever, and even increase your rate of sale. Join failed music promoter Jacob Briars, together with DJ and star tender Nick van Tiel, and music industry veteran Vishal Vasan, to learn the latest technology, how to promote your music offering, how to manage it, and what might be the best music to drink to.

avatar for Jacob Briars

Jacob Briars

Advocacy Director, Bacardi
Jacob Briars likes to describe himself as New Zealand’s 7th most famous bartender, but usually that just gets people asking where New Zealand is and who the other 6 bartenders are. For the past few years he has travelled the world as a much-loved spirits educator for some of the world’s most respected and exciting spirit brands. Jacob is the head of training and education for Bacardi, the world’s largest family-owned spirits company... Read More →

avatar for Nick van Tiel

Nick van Tiel

Keeping it real
Nick van Tiel is a world-renowned authority on spirits, cocktails and the craft of bartending. He is also an obsessive music fan and has fed this passion by DJing, producing music, and consulting for a number of venues across the world on music and sound design. | | Beginning his career in New Zealand, Nick has dedicated over 17 years to the hospitality and nightlife industry across the globe, tending bar at many of the world’s finest... Read More →
avatar for Vishal Vasan

Vishal Vasan

Director, W1
World traveling Music & Drinks lover - 50% Kiwi 50% British 100% Indian. | | Vee has been behind the scene setting up some of New Zealand's most (in)famous bars and restaurants for the past 20 years. From Wellington's Matterhorn to most recently NZ's first members club - Seafarers. | | Vee's love of music is what originally took him to London over 15 years ago where he set up record stores (with records) tour managed bands such... Read More →

avatar for Bacardi USA

Bacardi USA


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