Vibe Conference 2025: Full Schedule

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8:30am PST

“Can” is Different Than “Should: Harnessing the Right Beverage Innovation That Aligns with Brand Identity

Wednesday March 5, 2025 8:30am - 9:15am PST

In this session, on-premise beverage executives will explore how to navigate the growing landscape of beverage innovation and trends while staying true to their brand identity. Learn how to evaluate which trends align with your concept, and when it’s better to pass on innovations that don't enhance your core brand. Discover actionable strategies to balance creativity with brand consistency, ensuring that your beverage program drives both guest satisfaction and revenue growth.

Moderators

Mike Herchuck

Vice President Of Operations, American Social Bar & Kitchen

Mike Herchuck is the Executive Vice President of Operations at American Social, leading the Food & Beverage, Support, and Operations teams. In this role, he oversees the planning and execution of all menus, operations, training, and programming—including budgeting, cost management... Read More →

Speakers

Nikki Hueckel

Director of Beverage, Delaware North

Nikki Hueckel is the Director of Beverage for Delaware North, one of the largest privately held hospitality and entertainment companies in the world.A graduate of The Ohio State University, Nikki has spent over 20 years in the hospitality industry, earning certifications from both... Read More →

Ed Eiswirth

SR Director Beverage Operations & Innovation, Royal Caribbean Cruise Lines

Ed is an award-winning industry veteran with over 20 years’ experience in enterprise beverage management, strategic initiatives, bar operations and innovation. With a wide range of experience in casual, upscale casual and fine dining Ed has brought a unique perspective to shipboard... Read More →

Craig Schoettler

Executive Director Of Beverage and Corporate Mixologist, MGM Resorts International

In his role as Executive Director of Beverage and Corporate Mixologist at MGM Resorts International, Craig Schoettler uses his extensive culinary and beverage knowledge to position the company as a thought leader in the hospitality industry. Under his guidance, Schoettler oversees... Read More →

Wednesday March 5, 2025 8:30am - 9:15am PST
Pacific Ballroom

General Session

Registration Pass All Passes

9:15am PST

Bottoms Up: Hotel Operators Share How to Optimize Beverage Offerings to Boost Revenue and Profitability

Wednesday March 5, 2025 9:15am - 10:00am PST

Pacific Ballroom

In this session we will explore the role of the beverage offering as a key revenue source for hotels and its evolving role in driving profitability across the F&B department and beyond. Hosted by HotStats, this panel of operators will delve into the latest beverage trends and their impact on the P&L, as well as explore how to tailor a hotel’s beverage strategy to keep up with the changes in consumer preferences.

Moderators

Laura Resco

Director - Hotel Intelligence Americas, HotStats

Laura Resco is the Director of Hotel Intelligence - Americas for HotStats. In this role she collaborates with strategic partners to support the development and promotion of Profit & Loss benchmarking analytics. Prior to her appointment, Laura was the Customer Success Manager – Americas... Read More →

Speakers

Nathaniel Brethold

Vice President - Restaurant Bars and Events, CoralTree Hospitality

Nathaniel grew up working as a roadie for his father’s wedding band in St. Louis, which naturally involved seeing a slew of hotels and restaurants. This insider’s view lead him to his first real job within hospitality as the youngest employee at The Ritz-Carlton Hotel, St. Louis... Read More →

Gary Gruver

Director Of Global Beverage Strategy, Marriott International

Gary Gruver is an accomplished Beverage Director with over two decades of experience in the restaurant and beverage alcohol industry. He currently holds the position of Global Director of Beverage Strategy at Marriott International, where he leads beverage programming initiatives... Read More →

Alfio Celia

Vice President F&B, Crescent Hotels & Resorts

Alfio Celia is a visionary leader in the hospitality industry with over a decade of experience transforming guest experiences and redefining the art of food and beverage operations. As Vice President of Food & Beverage for Crescent Hotels & Resorts, Alfio has established himself as... Read More →

Nicole Haarklau

Corporate Director, Food and Beverage, Coury Hospitality

Nicole Haarklau is Corporate Director, Food & Beverage Operations for Coury Hospitality. Haarklau elevates the bar with her focus on front of the house operations and premium culinary and beverage programming for lifestyle hotels and restaurants across Coury’s portfolio. Working... Read More →

Wednesday March 5, 2025 9:15am - 10:00am PST
Pacific Ballroom

General Session

Registration Pass All Passes