Vibe Conference 2025: Full Schedule

11:30am PST

Flavors in Bloom

Monday March 3, 2025 11:30am - 4:00pm PST

Start your day with a burst of flavor and inspiration! Experience a vibrant garden of flavor as Ruby liquor, beer, and wine sponsors showcase their creative edge. Stroll, sip, and discover what’s next in the world of beverages.

Monday March 3, 2025 11:30am - 4:00pm PST
TBA

Networking

Registration Pass All Passes

11:30am PST

Registration / Badge Pick-up

Monday March 3, 2025 11:30am - 5:30pm PST

Registration

1:00pm PST

Consumer Trends in Non Traditional Venues

Monday March 3, 2025 1:00pm - 1:45pm PST

TBA

As consumer preferences evolve, non-traditional F&B venues like cinemas, airports, and other entertainment-based locations are becoming key players in the hospitality landscape. This session explores the distinct consumer trends in these environments, highlighting how guest expectations, purchasing patterns, and engagement differ from traditional restaurant settings. Attendees will gain valuable insights into how to tailor their food and beverage offerings to meet the unique demands of these experiential venues.

Moderators

Josh Barone

Vice President, Commercial, SSP America

Vice President of Commercial Josh Barone is a key figure in driving the company’s profitability and like-for-like sales. His leadership is marked by his ability to generate innovative ideas, solve complex problems, and make data-led decisions. Josh manages the commercial and commercial... Read More →

Speakers

Liz Einhorn

Founder & CEO, Experience Threee

Liz Einhorn is the Founder & CEO of Experience Threee, an agency renowned for its expertise in beverage program strategy, brand management, and growth solutions tailored for high-traffic environments like airports. With a 20 year career in the beverage industry, Liz brings extensive... Read More →

Simon Dodsworth

Vice President of Food & Beverage, Flix Brewhouse

VP of F&B with Flix Brewhouse for over six years. Overseeing all menu ideation, testing and implementation. LTO and alternative content promotions. Mixology. Event Sales and Marketing. Culinary & Brewery team oversight

Monday March 3, 2025 1:00pm - 1:45pm PST
TBA

Workshop

Registration Pass All Passes

1:00pm PST

Marketing Workshop TBA

Monday March 3, 2025 1:00pm - 1:45pm PST

TBA

Details Coming Soon

Monday March 3, 2025 1:00pm - 1:45pm PST
TBA

Workshop

Registration Pass All Passes

1:00pm PST

Strategic Rollouts: Mastering Beverage Program Launches Across Large-Scale Concepts

Monday March 3, 2025 1:00pm - 1:45pm PST

TBA

Learn the art of launching successful beverage programs across large-scale concepts, from national chains to multi-unit operations. This session provides key insights into strategic planning, execution, and optimization to ensure seamless rollouts that drive guest satisfaction and profitability.

Develop a step-by-step plan for launching beverage programs across multiple locations.
Explore best practices for ensuring consistency and quality during large-scale rollouts.
Learn how to measure success and refine beverage programs post-launch to maximize ROI

Moderators

Melissa Salbert

Senior Director, Brand Marketing, Hooters of America

Melissa Salbert is a marketing professional who is passionate about the beverage and restaurant industry. She graduated from Southern Methodist University with a degree in Advertising and Italian Language, and began her career as an account manager for a graphic design agency. Her... Read More →

Speakers

Andrea Langus

Senior Manager, Bar & Beverage, Chili's Grill & Bar

Andrea Davidoff Langus is the Senior Manager of Brand Strategy, Bar & Beverage at Chili’s Grill and Bar. At Chili’s, Andrea leads the brand's beverage business strategy and planning, beverage pipeline and innovation. She spends a lot of time thinking and talking about tequila... Read More →

Ian Welby

Vice President of Beverage and Execution, Bar Louie

Ian Welby is the Vice President of Beverage and Execution for Bar Louie. Ian brings a wealth of experience to his role, steering the company's overarching beverage strategy honed through years of hands-on experience and oversight at every level of the organization. Ian launched... Read More →

Monday March 3, 2025 1:00pm - 1:45pm PST
TBA

Workshop

Registration Pass All Passes

2:00pm PST

Navigating Beverage Program RFPs for Hotels

Monday March 3, 2025 2:00pm - 2:45pm PST

TBA

Navigate the beverage program RFP process for all types of hotels, mid-scale to luxury, from boutique properties, multiconcept hospitality groups and global chains. This session will offer practical insights for crafting proposals that meet varied hotel needs,and best practices for working with suppliers to ensure a beverage program to elevate guest experience and drive profitability across the hospitality spectrum

Speakers

Aliya Kritzler

Group VP, F&B and Lifestyle Hotels, HEI Hotels & Resorts

Responsible for strategizing and creating experiences to generate food and beverage revenue and maintaining expenses. She oversees food and beverage cost control, programming and activation and F&B transitions. Aliya joined the team as a member of the Corporate Food & Beverage team... Read More →

Allison Kafalas

Director of Beverage, Americas, Hilton Hotels & Resorts

Allison Kafalas is the Director of Beverage, Americas, for Hilton Hotels & Resorts. In her role, she is responsible for leading innovative beverage programs and developing immersive food and beverage experiences for Hilton’s portfolio of full-service and luxury brands (including... Read More →

Monday March 3, 2025 2:00pm - 2:45pm PST
TBA

Workshop

Registration Pass All Passes

2:00pm PST

Scaling Small to Mid-Size Concepts While Preserving Culture

Monday March 3, 2025 2:00pm - 2:45pm PST

TBA

Scaling small to mid-size concepts presents unique challenges, especially when maintaining the distinct culture that defines your brand. This session explores strategies for growing regional and multi-concept operations without sacrificing the core values and guest experiences that make your business stand out. Learn how to balance expansion with cultural integrity and operational efficiency.

Speakers

Edie Burns

Corporate Director of F&B, Schulte Hospitality

Edie Burns is a seasoned food and beverage operator who honed her skills in every position in the front of house whether it be in an independent restaurant, bar, hotel, or on the multi-unit or corporate level.Edie has opened more than 40 restaurants, bars, and banquet operations in... Read More →

Henry Bowers

Beverage Director, Versus Equity

Hank Bowers is a seasoned restaurant industry professional with over two decades of experience in various roles, from line cook, bartender, manager and most recently beverage director. He’s renowned for his menu creations at iconic D.C. restaurants like Dlena, Fiola Mare, and Mintwood.In... Read More →

Emily Beesley

VP of Marketing, On Deck Concepts

Emily Beesley is a seasoned marketing executive with over 15 years of experience in the restaurant and hospitality industries. As the Vice President of Marketing at On Deck Concepts, she has been instrumental in driving brand growth and enhancing customer engagement through innovative... Read More →

Chrys Tirado

National Beverage Manager, Cheba Hut "Toasted" Subs

Monday March 3, 2025 2:00pm - 2:45pm PST
TBA

Workshop

Registration Pass All Passes

2:00pm PST

WS6 Navigating National Beverage Programs: Strengthening Supplier-Operator Partnerships for Success

Monday March 3, 2025 2:00pm - 2:45pm PST

TBA

Discover how to navigate the complexities of large-scale beverage programs by fostering strong supplier-operator relationships. This session will explore practical approaches to optimizing supplier collaborations, aligning product offerings with brand goals, and leveraging partnerships to enhance program profitability.

Develop strategies to build mutually beneficial supplier relationships that drive innovation and value.
Uncover insights into aligning beverage selections with operational needs and guest expectations.
Leverage supplier data and market trends to design high-performing beverage portfolios and promotions.

Monday March 3, 2025 2:00pm - 2:45pm PST
TBA

Workshop

Registration Pass All Passes

3:00pm PST

Newcomer Meet and Greet

Monday March 3, 2025 3:00pm - 4:00pm PST

TBA

Experience a warm welcome at the Newcomer Meet & Greet! Connect with first-time attendees, industry leaders, and peers in a relaxed setting designed to spark meaningful conversations and lasting connections. It’s the perfect way to break the ice and dive into the Vibe community!

Monday March 3, 2025 3:00pm - 4:00pm PST
TBA

Networking

Registration Pass Operator

4:00pm PST

Pouring It Forward

Monday March 3, 2025 4:00pm - 6:00pm PST

TBA

Embrace an purpose as our Pinnacle sponsors showcase bold, innovative beverage service. Every sip supports CORE, our incredible charity partner, making this vibrant kickoff both meaningful and unforgettable.

Monday March 3, 2025 4:00pm - 6:00pm PST
TBA

Networking

Registration Pass All Passes

7:30am PST

Roundtable Breakfasts: Like Minded Buyer Best Practices

Tuesday March 4, 2025 7:30am - 8:30am PST

TBA

Kick off the morning with concurrent roundtable discussions over breakfast, where buyers from national chain restaurants, multi-concepts and regional chains, hotels, and cruise lines can gather to discuss their unique challenges and best practices. Each group will dive into the specific procurement and supplier relationship issues relevant to their sector, fostering open collaboration in an intimate setting.

Participate in category-specific discussions tailored to your buying challenges.
Exchange practical solutions and strategies with peers facing similar operational needs.
Build valuable connections with like-minded buyers over an informal breakfast setting.

Tuesday March 4, 2025 7:30am - 8:30am PST
TBA

Roundtables

Registration Pass All Passes

7:30am PST

Registration / Badge Pick-up

Tuesday March 4, 2025 7:30am - 5:30pm PST

Registration

8:30am PST

Opening Remarks

Tuesday March 4, 2025 8:30am - 8:35am PST

TBA

Tuesday March 4, 2025 8:30am - 8:35am PST
TBA

Registration Pass All Passes

8:35am PST

Back by Popular Demand! Kim Lear to Keynote with “Generations 2.0: The Next Era”

Tuesday March 4, 2025 8:35am - 9:15am PST

TBA

After captivating last year’s audience with her insights into generational dynamics, Kim returns to dive deeper into how Generation Z is reshaping workplace culture and consumer behavior. Discover actionable strategies to engage this influential generation and stay ahead in the evolving hospitality industry.

The newest generation to enter the workplace and marketplace is Generation Z (born between 1996-2010-ish). Like every generation before, they are bringing with them a different set of priorities and new ways of working, connecting, dating, consuming, and even drinking. By seeing the world through the eyes of this new generation, leaders will be better prepared for the workforce and marketplace of tomorrow.

Speakers

Kim Lear

Founder, Content Director, Inlay Insights

Kim Lear is a writer, researcher, and the founder of Inlay Insights. She is known for skillfully weaving eye-opening statistics, insightful stories, and relevant case studies to make presentations come alive. Previously, Kim was the content director at BridgeWorks, a research firm... Read More →

Tuesday March 4, 2025 8:35am - 9:15am PST
TBA

Keynote

Registration Pass All Passes

9:15am PST

Think Global to Win Local

Tuesday March 4, 2025 9:15am - 10:00am PST

TBA

CGA by NIQ will take you on a journey through the latest and greatest drink and outlet trends across the globe, whilst always considering what it means for us in the USA. By combining sales, consumer, analytic and bartender trends, CGA can give the full view on where the channel is currently at and where it is heading. The presentation will include VIBE exclusive data which will be presented for the first time at the conference.

Speakers

Andrew Hummel

Director, CGA by NIQ

Andrew Hummel is Director for CGA by NIQ and is responsible for driving the success of US on-premise supplier, distributor, and operator partners within the channel.Andrew joined CGA by NIQ in 2021, bringing 10+ years of comprehensive BevAl three-tier system experience and valuable... Read More →

Matthew Crompton

VP Beverage Alcohol On Premise (Americas), NielsenIQ

WIth 15+ years of experience working with Beverage Alcohol clients, Matt is an expert in all things On Premise. He has managed and provided consultancy for some of the largest Beverage Alcohol manufacturers across Europe and the Americas, helping his clients to build On premise strategies... Read More →

Tuesday March 4, 2025 9:15am - 10:00am PST
TBA

General Session

Registration Pass All Passes

10:00am PST

Sip & Recharge

Tuesday March 4, 2025 10:00am - 12:00pm PST

TBA

Sip, savor, and let the bright, uplifting atmosphere energize you for the day ahead! Sample cutting-edge No, Low, and Go creations from our Ruby Mix and Ruby Non-Alcohol sponsors. Take this time to refresh, recharge, and rediscover what’s next in beverages.

Tuesday March 4, 2025 10:00am - 12:00pm PST
TBA

Networking

Registration Pass All Passes

10:30am PST

The Experience Economy!

Tuesday March 4, 2025 10:30am - 11:15am PST

TBA

Selling consumers on why you and your brand is even more important today than before. Join Colleen McClellan from Datassential to explore how operators and brands are creating personalized and engaging experiences to drive traffic and check averages. From global influence, AI, menuing, activations and more - this session will leave you ready to try something new.

Speakers

Colleen Mcclellan

Chief Customer Officer, Datassential

Colleen has over 20-years' experience in marketing, insights, and innovation for both retail and foodservice markets. Throughout her career, she has worked to translate trends and insights into profitable actions across all food and beverage categories. Currently, Colleen is Chief... Read More →

Tuesday March 4, 2025 10:30am - 11:15am PST
TBA

General Session

Registration Pass All Passes

11:15am PST

Navigating Today’s Challenges and Tomorrow’s Opportunities: A State of the Industry Panel for On-Premise Beverage Executives

Tuesday March 4, 2025 11:15am - 12:00pm PST

TBA

Join leading voices in a multi-stakeholder panel as they discuss the critical challenges reshaping the industry—from labor shortages and rising costs to shifting consumer demands. Panelists will explore fresh strategies for talent retention, supplier partnerships, and digital engagement, offering insights into adapting and thriving in today’s evolving landscape. Discover how to meet current challenges head-on while staying agile in a landscape where technology and trends are redefining the future of on-premise beverage.

Speakers

Indre Jasaityte

Director, Beverage, BJ's Restaurants

Indre has 18 years of restaurant and 9 years of beverage/alcohol industry experience, and currently holds the role of Beverage Director for BJ’s Restaurants. She oversees the beverage program for over 200+ restaurants in 30+ States. Indre leads the team on strategy, innovation... Read More →

Colleen McLeod Garner

Director of NASA- West, Casa Azul Spirits

Colleen is a futurist and innovator who drives change at the intersection of technology, industry, and hospitality. As the Director of NASA initiatives for Casa Azul Spirits, the #1 organic tequila, she combines strategic leadership with a passion for future-forward initiatives that... Read More →

Tuesday March 4, 2025 11:15am - 12:00pm PST
TBA

General Session

Registration Pass All Passes

12:00pm PST

Networking Lunch

Tuesday March 4, 2025 12:00pm - 1:15pm PST

TBA

Tuesday March 4, 2025 12:00pm - 1:15pm PST
TBA

Registration Pass All Passes

1:15pm PST

Advanced Strategies for Maximizing Beverage Sales ROI

Tuesday March 4, 2025 1:15pm - 2:00pm PST

TBA

Unlock advanced strategies to maximize beverage sales ROI across national chains, regional chains, hotels, casinos, and cruise lines. This session will provide a data-driven approach to optimizing beverage offerings, promotions, and pricing to boost profitability. Learn how to leverage market trends, streamline operations, and build supplier relationships that enhance beverage sales performance.

Moderators

Max Lowenbaum

SVP, Sales, Provi

Max Lowenbaum is a seasoned sales leader with a career spanning over 15 years, marked by a series of high-impact roles within industry-leading organizations. Max's impact extends to his role as Senior Vice President of Sales at Provi, where he has dedicated nearly four years to spearheading... Read More →

Speakers

Abe Ruiz

Senior Operating Partner, Ascend Hospitality Group

Tuesday March 4, 2025 1:15pm - 2:00pm PST
TBA

Workshop

Registration Pass All Passes

1:15pm PST

Beyond the Bottle: Creative Wine Sales and Promotions that Redefine On-Premise Success

Tuesday March 4, 2025 1:15pm - 2:00pm PST

TBA

As consumer preferences continue to evolve, wine programs need to be as dynamic as the guests they serve. From reshaping your wine list to experimenting with new varietals, successful on-premise wine sales require a blend of data-driven insights and creative execution. This session delves into how operators can test, rotate, and curate wine menus to maximize profitability and enhance guest experiences. We'll explore the latest trends in wine consumption, examine the impact of changing wine types and pricing strategies, and offer actionable tips on how to craft wine lists that stand out.

Moderators

Colleen Mcclellan

Chief Customer Officer, Datassential

Speakers

Amy Racine

Beverage Director and Partner, John Fraser Restaurants

Amy Racine is Beverage Director and Partner of JF Restaurants (JFR), Michelin-starred Chef John Fraser’s New York City-based, full-service hospitality group that operates creative F&B concepts across America. She is responsible for leading cocktail creation, curating unique wine... Read More →

Tuesday March 4, 2025 1:15pm - 2:00pm PST
TBA

Workshop

Registration Pass All Passes

1:15pm PST

Beyond the Buzz: No/Low Trends and Operator Strategies to Enhance Guest Experience and Drive Revenue

Tuesday March 4, 2025 1:15pm - 2:00pm PST

TBA

This session will explore how operators can successfully integrate low and no-alcohol options into their on-premise beverage programs, addressing shifting consumer preferences and the growing demand for mindful drinking. Learn how to craft a compelling low/no-alcohol menu, leverage supplier partnerships for innovation, and effectively market these options to maximize profitability.

Developing a diverse, creative low/no-alcohol menu that appeals to a broad customer base.
Utilizing supplier relationships to stay ahead of trends and introduce unique, market-leading products.
Implementing targeted marketing strategies to highlight low/no-alcohol offerings and drive guest engagement.

Moderators

Donna Hood Crecca

Principal, Technomic

Donna Hood Crecca is Principal at Technomic Inc., where she leads the firm’s Adult Beverage Practice, as well as its Convenience Store Practice and is founder ofits Cannabis Practice. As Principal, Donna develops research-based insights and recommendations for leading and emerging... 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 →

Tuesday March 4, 2025 1:15pm - 2:00pm PST
TBA

Workshop

Registration Pass All Passes

1:15pm PST

RFPs in Regional, Multi concept & National Chains

Tuesday March 4, 2025 1:15pm - 2:00pm PST

TBA

This session will delve into the complexities of navigating Request for Proposal (RFP) processes across regional, multi-concept, and national chain restaurants. Attendees will gain insights into optimizing their approach to securing beverage program contracts while aligning with diverse business needs.

Crafting tailored proposals that resonate with different chain types and operational models.
Building strong supplier partnerships to enhance negotiation power and program success.
Streamlining the RFP process to improve efficiency and increase win rates across multiple concepts.

Speakers

Rachael Lowe

National Director of Beverage, Levy

Rachael Lowe has crafted wine programs at some of the most distinguished dining establishments throughout the United States. She holds an advanced Sommelier degree from the Court of Master Sommeliers, where she was rewarded the Rudd Scholarship for top scores on the Advanced Exam... Read More →

Daniel Grajewski

Sr. Director, Wine & Beverage, José Andrés Group

Daniel Grajewski brings over 20 years’ experience in the beverage industry to his role as the Sr. Director of Wine & Beverage at José Andrés Group, where he oversees the beverage programs for the group’s concepts in 9 different markets.Working to foreshadow trends before they... Read More →

Tuesday March 4, 2025 1:15pm - 2:00pm PST
TBA

Workshop

Registration Pass All Passes

1:30pm PST

Savor the Scene

Tuesday March 4, 2025 1:30pm - 3:30pm PST

TBA

Take a breather in a cozy, laid-back setting. Emerald and Sapphire beer and wine sponsors will delight you with unique pours and light pairings to fuel conversations and inspire connections.

Tuesday March 4, 2025 1:30pm - 3:30pm PST
TBA

Networking

Registration Pass All Passes

2:15pm PST

Advanced Leadership & Management Best Practices

Tuesday March 4, 2025 2:15pm - 3:00pm PST

TBA

This session will explore advanced leadership and management strategies designed to help beverage leaders succeed in both mid-size multi-concept and large-scale beverage programs. It will focus on communication techniques, fostering team collaboration, and leading multigenerational teams for sustained success.

Implementing communication techniques that resonate across diverse age groups.
Developing training programs tailored for multigenerational teams to improve cohesion and performance.
Enhancing leadership practices to drive efficiency and innovation within mid-size multi-concept and large-scale beverage programs.

Speakers

Jennifer Jackson

Enterprise Beverage Manager, Thompson Restaurants

Jen Jackson is an accomplished beverage manager with extensive experience in the food and beverage industry, specializing in bar management and restaurant creation. With over seven years in the wine industry and five years in the beer sector, Jen has developed a deep understanding... Read More →

Matt Poffel

Director of Beerology, SPB Hospitality

A hospitality industry veteran of over 30 years, Matt has been working in the casual dining segment for the last 24. Since 2019, he's been part of the beverage department at SPB Hospitality, part of a team of two overseeing beverage menu curation and ideation of concepts like Old... Read More →

Tuesday March 4, 2025 2:15pm - 3:00pm PST
TBA

Workshop

Registration Pass All Passes

2:15pm PST

Brews Clues: Crafting Smart Beer Strategies for On-Premise Success

Tuesday March 4, 2025 2:15pm - 3:00pm PST

TBA

Boost your on-premise beer sales by learning how to successfully list, promote, and sell beer in creative and profitable ways. This session offers actionable strategies for optimizing beer menus, running successful promotions, and testing different beer offerings for maximum impact.

Learn how best to craft beer menus in 2025 that increase sales and resonate with customers.
Explore creative and approaches to promoting beer and running successful on-premise campaigns.
Discover best practices for testing and rotating beer offerings to keep your menu fresh and boost profitability.

Speakers

Matt Stock

National Beverage Manager, FSC Franchise Co.

Matthew Stock brings over 20 years of bar and restaurant experience to his role as National Beverage Manager for FSC Franchise Co. Since joining the company in 2013, he has previously served as Training Manager and Beer Specialist, leveraging his extensive expertise to develop and... Read More →

Tuesday March 4, 2025 2:15pm - 3:00pm PST
TBA

Workshop

Registration Pass All Passes

2:15pm PST

Crafting the Beverage Blueprint: Building a Critical Path for Successful Concept Development

Tuesday March 4, 2025 2:15pm - 3:00pm PST

TBA

For executive beverage leaders across national chains, regional chains, hospitality groups, hotels, casinos, and cruise lines, developing a successful beverage concept requires a well-defined critical path. This session provides a step-by-step approach to building and executing beverage programs that are both innovative and aligned with guest expectations. Learn how to collaborate with suppliers and stakeholders, manage timelines, and implement strategies that drive guest engagement, brand differentiation, and revenue growth.

Speakers

Majdi Kayyali

Corporate Vice President of Food & Beverage, Gila River Resorts & Casino

Majdi Kayyali began his 15-year career in food & beverage in Charlotte, NC before moving to Phoenix, AZ in 2017. In the thriving foodie city, he assisted in managing F&B programs at the esteemed Arizona Biltmore, a Waldorf Astoria Resort. He then transitioned to open Maple & Ash... 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 →

Tuesday March 4, 2025 2:15pm - 3:00pm PST
TBA

Workshop

Registration Pass All Passes

2:15pm PST

Spirited Success: Leveraging Trend-Driven Strategies to Elevate On-Premise Experiences and Boost Revenue

Tuesday March 4, 2025 2:15pm - 3:00pm PST

TBA

Stay ahead in the ever-evolving beverage landscape with strategies that capitalize on the latest consumer trends to drive revenue and enhance guest experiences. This session dives deep into trend-driven innovation, exploring how beverage executives and operators can identify and implement market-driven insights that resonate with their target audience.

Tuesday March 4, 2025 2:15pm - 3:00pm PST
TBA

Workshop

Registration Pass All Passes

3:15pm PST

Closing Panel: Creative Partnerships for Immersive Activations in On-Premise Beverage

Tuesday March 4, 2025 3:15pm - 3:55pm PST

TBA

Explore the power of creative partnerships in crafting immersive activations that resonate with today’s trend of experiential marketing across hotels, restaurants, cruise lines, and "eatertainment" venues. This session will delve into successful collaborations between hospitality operators and suppliers, showcasing innovative activations that enhance guest experiences and drive engagement. Attendees will learn how to leverage these partnerships to create unique, memorable events that not only elevate their brands but also align with evolving consumer expectations.

Discover best practices for forming successful partnerships that lead to impactful activations.
Learn how to design immersive experiences that engage guests and enhance brand loyalty.
Explore case studies of innovative collaborations that exemplify the power of experiential marketing in the hospitality industry.

Moderators

Simone Ventura

Customer Solutions Director On-Premise, Bacardi

Simone has been with Bacardi USA for 14 years, with the last 8 dedicated to the On-Premise. She currently leads the Customer Solutions function for the Total On-Premise Commercial Team. This includes all on-premise channels for both the National Account and Independent Divisions in... Read More →

Speakers

Todd Schuessler

Director, National & Regional On Premise Accounts, Campari America

Todd Schuessler began his career at an advertising agency in Atlanta, GA, where he managed the Remy Cointreau USA Account. After several years servicing this account, Remy Cointreau USA hired him from the agency to work in their corporate offices in New York City. Todd spent 15 years... Read More →

Lindsay Truesdell

Director, Partnership Marketing, Delaware North

Lindsay Truesdell serves as Director, Partnership Marketing at Delaware North, one of the world's largest privately held hospitality and entertainment companies. In this role, she works with the company’s vendor and supplier partners to create mutually beneficial marketing programs... 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 →

Tuesday March 4, 2025 3:15pm - 3:55pm PST
TBA

General Session

Registration Pass All Passes

3:55pm PST

Vista Operator Awards

Tuesday March 4, 2025 3:55pm - 4:30pm PST

TBA

Tuesday March 4, 2025 3:55pm - 4:30pm PST
TBA

Awards

Registration Pass All Passes

4:30pm PST

The Vibe Odyssey

Tuesday March 4, 2025 4:30pm - 6:30pm PST

TBA

Step into a time-traveling adventure that blends the past, present, and future of the beverage industry. Explore themed stations hosted by Pinnacle and Cameo sponsors, paired with unique offerings from our Emerald and Sapphire beer and wine partners. It’s a sensory extravaganza that redefines what it means to vibe at Vibe!

Tuesday March 4, 2025 4:30pm - 6:30pm PST
TBA

Networking

Registration Pass All Passes

7:30am PST

Information Desk

Wednesday March 5, 2025 7:30am - 12:00pm PST

Registration

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

TBA

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.

Speakers

Mike Herchuck

Vice President Of Operations, American Social Bar & Kitchen

Mike Herchuck is the Vice President of Operations leading the Food & Beverage, Support, and Operations teams for American Social . In his role he oversees planning and execution of all Menus, Ops, Training, and Programming including budgeting, costs, people development, and branding.Growing... Read More →

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

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

TBA

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.

Speakers

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 →

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

General Session

Registration Pass All Passes

10:00am PST

Closing Keynote Address

Wednesday March 5, 2025 10:00am - 10:45am PST

TBA

In 2025, the highly anticipated Vibe Consumer Trend Study returns, offering must-have insights for creating top-performing beverage programs. As one of the most popular and highly attended sessions, this study provides actionable data and trends across beer, wine, and spirit cocktails. Fielded exclusively for the Vibe Conference, the study is conducted just before the event, ensuring the freshest and most relevant industry insights.

With over 1,000 on-premise national chain beverage consumers—both operators and suppliers—participating, the results are directly applicable to your business. Don’t miss this opportunity to stay ahead with the latest trends and insights shaping the beverage landscape.

Wednesday March 5, 2025 10:00am - 10:45am PST
TBA

General Session

Registration Pass All Passes

10:45am PST

Supplier Awards

Wednesday March 5, 2025 10:45am - 11:30am PST

TBA

Wednesday March 5, 2025 10:45am - 11:30am PST
TBA

Awards

Registration Pass All Passes