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My interview with Craig Essery by Elizabeth.
"I have put the best team together I could have imagined. Without
doubt the best staff in the city. I go to work every day and am amazed
that I've got every one of them. It's very important to me to have
a tight,hard working,professional and loyal team." He begged
his way behind a bar at a busy restaurant as a service bartender.
The 6 waitress's there trained him well though, and he became a very
good bartender and was ready when the jump came to the clubs.
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Name:Craig Essery
Background: Australian. But was actually
born in Calgary when my parents were there on holidays. I just decided to come
check you guys out, and now it's been 6 years!
Current Position: General Manager of Therapy
ultraLounge Previous Experience: G.M. of Tiger Entertainment.(Helium & Devil's
Martini). Manager at The Devil's Martini. Club bartender for many years.
Years in the industry: Since University.
Part time for many years, but was always drawn to the Hospitality Industry.
How many people are part of your team, or do you
work alone? : I have put the best team together I could have imagined.
Without doubt the best staff in the city. I go to work every day and am amazed
that I've got every one of them. It's very important to me to have a tight,hard
working,professional and loyal team.
How did you first start off in this business?
I begged my way behind a bar at a busy restaurant as a service bartender. The
6 waitress's trained me well though, I became a very good bartender and was
ready when the jump came to the clubs.
After you became a club manager, was it different
than what you thought? No, I used to own a construction company,
so I was used to managing people,time and money. I was unfullfilled doing that
though, I really enjoy the hospitality Industry, so I made a career change.
I take it seriously, this is my career choice, I am a professional at what I
do.
What do you think of the growing number of clubs
in the city? Will it be good or bad for existing bar owners? It's
pretty bad, most venues are lucky to have one good night. Clubs having to resort
to cheap drinks, no dress code etc, is sad..
From your experiences, what is the best method of
promoting? Cross promoting. Don't rely on one promotion or target
market to work, hit it from a few different perspectives.
Do you have a 9-5 job, or is managing your only gig,
not to say that managing isn’t a full time job? It's funny how often
I get asked that. I spend about 70 hours a week at the club, does that answer
the question. LOL. I could never do the 9-5 office thing anyway, I'd go crazy.
Describe a typical day before the night of one of
your parties? Wake up, go to work.
Bar sales and patrons, do you consider that when
you promote to your crowd? As the manager the bottom line is of major
concern. But honestly, patrons come first. Which actually works in the venues
favor in the long run.
What differences do you notice in the club crowd
today, as opposed to when you were starting off? The violence.
What advice do you have for anyone starting off in
the industry? Learn your trade. Look at it as an apprenticeship,
start at the bottom and work your way up.
What can people expect from you in the coming summer
months, any surprises in store for Toronto? We are certainly going
to have a great Summer at Therapy. It's an absolutly stunning venue, we have
great staff and are going to really look after our patrons. Also bringing onboard
some great promoters and Dj's to spice it up a bit. Patio season is going to
rock. Surprises? Every night in this industry holds a surprise, that's why I
love it.
