Issue link: http://digital.copcomm.com/i/44136
The Entertainment Empire T hroughout human history, empires have risen and fallen on the backs of innova- tion (hello, Roman aqueducts), dynamic leaders (Louis XIV did more than just lounge in gilded Baroque thrones) and building upon the success of previous powers (Rome may not have been built in a day, but the Greeks greased the wheels). In today's competitive hospitality industry, food and beverage empires certainly exist (fortunately with signifi cantly less sacking and pillaging), but few have been more success- ful than the powerhouse sbe, a hospitality and lifestyle company with a diverse group of properties that have changed the face of modern entertainment through killer design, industry-leading practices and sure-and- steady growth. From the shores of the Pacifi c to the heart of Hollywood, mapping the company's Los Angeles holdings is like a Who's Who and What's Hot for the City of Angels. From high-end Philippe Stark–designed hotels and restaurants, to nightclubs so exclusive they're practically celebrity holding pens, sbe properties are among the city's most infl uential, fashion-forward and, of course, mixology-driven. Leading the charge in this innovative empire is sbe Chairman and CEO Sam Nazarian, who founded the company in 2002 with the hope of closing the gap in the industry wherein high- end concepts, precise operations and upscale mixology were frequently mutually exclusive affairs. Nearly a decade later, Nazarian and sbe have changed the game, and the brand's unique knack for carefully crafting a complete experience has set the industry standard. Mixing Across the Empire "Mixology is about understanding your audience, and understanding what they will drink," states Boe Trumbull, Senior Director of Operations at sbe. With this in mind, nothing at sbe is done in broad strokes: From the décor to the cocktail menu, each sbe outlet is precision- crafted to generate a specifi c appeal and tap into precise tastes. by Rachel Burkons / photos by Rob Brown At Katsuya Hollywood, GM Ryan McCallum presents The Dragon cocktail. All sbe properties are a carefully-crafted marriage between form and function, with stylish cocktails served against a decidedly fashionable backdrop. From high-volume venues like West Hollywood's The Abbey (winner of TripOut's Best Gay Bar in the World title), where vodka Red Bulls fl y off the backbar, to chichi outlets such as Hyde Lounge Sunset, where Paris, Britney, Lindsay and other fi rst-name-only celebrity fodder have been known to get their drink on, the mixology program at each and every sbe property is tailored to a T. "Since the inception of our very fi rst venue, we have sought to create a different experience for our guests," continues Trumbull, whose role as the opening manager at sbe's very fi rst venue (the now-defunct but long-reigning hotspot Shelter) has seen him helm sbe's success for nearly a decade. One of the most innovative beverage-related moments at sbe came early on and has become the brand's signature service: tableside mixology. "Nobody has ever been able to perfect tableside mixology outside of us," states Trumbull— and this is no bull: With the implementation of tableside october 201 1 / the tasting panel / 67