The Buildout Death & Company
5 snips
Mar 11, 2026 
Alex Day, bartender and cocktail-program designer who shaped menus and culture. David Kaplan, hospitality entrepreneur who helped found the East Village landmark and expand the brand. They recount building a landmark bar, recruiting talent, financing and crowdfunding growth, translating the concept into hotels and new cities, and plans for careful expansion and education.
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Do Build A Detailed Concept File Before You Open
- Do assemble a detailed vision before opening: Kaplan filled notebooks with mood boards, menu drafts and vendor research to guide the buildout.
- He tracked specifics like glassware and ice machines so the bar matched his concept.
Designing A Bar To Encourage Conversation
- Kaplan wanted a place that facilitated real connection: quiet, high-quality cocktails, food and wine where guests could linger rather than a transient hotel or club bar.
- He researched every detail (ice machines, glassware) and built a menu rooted in classics so any competent bartender could step in.
Hiring Top Bartenders From A Craigslist Ad
- Early talent recruiting was DIY: Kaplan posted on Craigslist and attracted heavy-hitters like Phil Ward, Joaquín Simó and Jessica Gonzalez.
- Phil Ward required multiple interviews and granular operational details before joining, which then attracted others.