Market Watch, December 2020
68 MARKET WATCH MARKETWATCHMAG COM DECEMBER 2020on the 21st floor of the Hotel 50 Bowery Both Whiskey Blue and 12 Stories are open and following local Covid based social distancing guidelines while the New York venues have tighter pandemic restrictions Mr Purple The Crown and Irvington are offering outdoor seat ing when weather permits and have limited indoor accommodations and The Campbell remains closed but hopes to reopen when a sense of normalcy resumes Gerber Group had to close its private event space Taco Electrico in Manhattans Union Square because of Covid 19 and has no plans to revive the concept and the compa ny also ended its partnership with the TWA Hotel at JFK Airport during the pandemic cutting three bars in that hotel from its portfolio We work with hotel companies that are complementary to us Scott explains We make sure were design ing something complementary to the hotel too We dont want it to look like a hotel bar but it cant be the exact opposite either The look and feel of Gerber Group bars is para mount and the company puts a major emphasis on design including lighting and sound elements as well as seating arrangements The spaces have to be functional and oper ational so we can get drinks out quickly Scott adds The design and beauty cant detract from the service which is key for us vastly different today from its early days in the bar industry and Scott credits the companys longevity over the last three decades to its growth and evolution as well as its upscale but welcoming image Hospi tality was always at the forefront for the Gerbers but Scott is more focused on it today than ever before Having survived the exclusivity of the velvet rope years in the nightlife industry Scott says todays top bars are all about having a warm and friendly environment for every guest Weve become more particular about the markets we go into and who we partner with Scott says It comes down to the people who work with us and how hospitable they are to keep guests coming back When people walk in they should feel a level of service theyve come to expect from a Gerber property along with great cocktails and food Our bars are places where people feel comfortable and the staff is friendly Except for Whiskey Blue in Atlanta and 12 Stories atop The InterConti nental Hotel in Washington D C s Wharf district Gerber Groups properties are all in New York City The companys New York portfolio spans four venues from the historic and restored The Campbell in Grand Central Terminal and the bar and eatery Irvington in the W New York Union Square to the rooftop bar Mr Purple atop the Hotel Indigo and The Crown Casamigos Tequila is prominently featured across the Gerber portfolio thanks to Rande Gerbers association with the brand The Casamigos Margarita is a popular cocktail at the companys Washington D C venue 12 Stories pictured located atop the InterContinental Hotel With three decades of bar and restaurant experi ence behind him Scott Gerber pictured ensures that Gerber Group stays focused on service
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