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
Pacific Foyer

Networking

Registration Pass All Passes

11:30am PST

Registration / Badge Pick-up + Welcome Toast

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

Town and Country Foyer

Come down early to pick up your badge and take advantage of all Vibe has to offer! Enjoy a welcome drink, check out some sponsors, attend a session and make some new friends before tonight's opening reception.

A badge is required for entrance into all Vibe Conference functions. Welcome Toast available at the Riedel table, courtesy of Riedel Glassware and TÖST

Monday March 3, 2025 11:30am - 5:30pm PST
Town and Country Foyer

Registration

Registration Pass All Passes

1:00pm PST

Consumer Trends in Non Traditional Venues

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

Town and Country Ballroom B

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
Town and Country Ballroom B

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

Town and Country Ballroom D

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
Town and Country Ballroom D

Workshop

Registration Pass All Passes

1:00pm PST

The. Activation. Experts: Strategies to Drive Trial & Sales

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

Town and Country Ballroom C

You’ve worked your tail off to develop The Breakthrough Beverage Program. The best ever. And yet’ you’re still a bit worried. Will it drive trial? Will it increase beverage sales? How can I bring it to life? In this enlightening session, we’ll share our secrets on activating your bar and beverage programs. From things as simple as sampling to as complex as whole bar takeovers. We’ll cover it all. We’ll hear from the best and brightest bar experts, including Nikki Braden of Versus Equity, Michael Loper Rodriguez from greenhouse and two other acclaimed marketing activation experts in what promises to be an enlightening session.

Moderators

Matt Durbin

Co-Founder and CEO, DCG Marketing

Matt Durbin is the Co-Founder and CEO of DCG Marketing—a full service strategic on-premise consultancy that assists restaurant and bar chains, beverage suppliers in building their overall businesses.Prior to founding DCG, Matt was the global head of brand and product marketing for... Read More →

Speakers

Helen Mackey

GM Foodservice Division, TrueRoots

Helen Mackey is a senior executive leader in the beverage, luxury and hospitality industries. Her current role is with TruRoots – a $200MM subsidiary of Nexus Capital, where she is leading the development of a food service division and innovation /new product development.Before... Read More →

Nikki Braden

VP of Hospitality, Versus Equity

Nikki Braden serves as the Vice President of Hospitality at VERSUS Equity, the multi-vertical lifestyle brand with best-in-class hospitality venues, a cutting-edge marketing agency and an innovative venture arm. VERSUS owns and operates several distinguished nightlife destinations... Read More →

Michael Loper-Rodriguez

VP, Head of Strategy, Greenhouse

Michael Loper (Rodriguez), affectionately known as “Loper,” is VP, Head of Strategy at Green House, a leading Brand-to-Demand Creative Marketing Agency. With over 20 years of expertise in the three-tier system for both alcoholic and non-alcoholic beverage brands, Green House excels... Read More →

Kevyn Krauser

Director, Corporate Food & Beverage, Hilton Grand Vacations

Accountant. Bartender. Beer Nerd. Beverage Executive. All hats that Kevyn Krauser has worn in his multi-decade tenure as a beverage executive across both the restaurant and lodging categories.Working with acclaimed concepts like Chart House, McCormick & Schmick's. Marriott Vacations... Read More →

Monday March 3, 2025 1:00pm - 1:45pm PST
Town and Country Ballroom C

Workshop

Registration Pass All Passes

2:00pm PST

Mastering National Beverage Programs: Strengthening Supplier-Operator Partnerships for Success

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

Town and Country Ballroom C

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.

Moderators

Tricia Weis

Director of National Accounts, Constellation Brands

Tricia Weis has more than 15 years of experience in the wine and spirits industry. She currently serves as the Director of National Accounts for Constellation Brands, where she manages the Lodging and Recreation National Accounts team. She began her career as a Sales Consultant in... Read More →

Speakers

Nichole McCarthy

Senior Manager, Beverage Marketing & Promotions, Applebee's Grill + Bar

As the Senior Manager of Beverage Marketing and Promotions at Applebee's Grill + Bar, Nichole oversees the development and execution of the system-wide Beverage Marketing Calendar, including product offerings, promotions, and menu strategy.With over 17 years of experience in operations... Read More →

Brooke Raleigh

Sr. Manager National Accounts, Nestle

Miranda Breedlove

National Director of Bars, Hyatt

As a bartender since 2009, Miranda has worked behind with beverage programs all over the world. Native to Minnesota, she moved to Chicago in 2006 to attend Loyola University and soon after began her bartending career. Miranda proceeded to learn as much as possible through tastings... Read More →

Alison Singer

VP Supply Chain / LBW, OTG

Alison Singer is an experienced executive with over 15 years of expertise in beverage and supply chain management, currently serving as the Vice President of Supply Chain/LBW at OTG. With a comprehensive understanding of the industry, she possesses a deep knowledge of liquor, beer... Read More →

Monday March 3, 2025 2:00pm - 2:45pm PST
Town and Country Ballroom C

Workshop

Registration Pass All Passes

2:00pm PST

Navigating Beverage Program RFPs for Hotels

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

Town and Country Ballroom B

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

Moderators

Thomas "Mac" Gregory

Vice President, Food & Beverage, Pacifica Hotel Company

Thomas McFarland Gregory III, widely known as Mac Gregory, is a distinguished and highly acclaimed executive leader with a robust international hospitality and food & beverage industry background and over three decades of experience. Born in Charleston, South Carolina, and raised... Read More →

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
Town and Country Ballroom B

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

Town and Country Ballroom D

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.

Moderators

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 →

Speakers

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
Town and Country Ballroom D

Workshop

Registration Pass All Passes

4:00pm PST

Pouring It Forward – Official Opening Reception Supporting CORE

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

Golden State Ballroom

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
Golden State Ballroom

Networking

Registration Pass All Passes

8:30pm PST

Vibe After Hours

Monday March 3, 2025 8:30pm - 11:30pm PST

Monkey Bar

Don't miss the key Vibe after hours get-together at the Monkey Bar, located in the main hotel lobby. Great drinks, great friends, great networking. Featured bars from Boston Beer, Proximo Spirits and The Wine Group.

Monday March 3, 2025 8:30pm - 11:30pm PST
Monkey Bar Town & Country Resort

Networking

Registration Pass All Passes

7:30am PST

Morning Recharge with Red Bull

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

Pacific Foyer

Elevate your morning with handcrafted drinks from Red Bull. Sip on a vibrant Red Bull Blackberry Spritz or a smooth Red Bull Peaches & Cream Soda to energize your morning and power through with a boost of flavor and focus.

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

Networking

Registration Pass All Passes, Operator

7:30am PST

Breakfast Roundtables: Like Minded Buyer Best Practices

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

Town and Country Ballroom A

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
Town and Country Ballroom A

Roundtables

Registration Pass All Passes

8:30am PST

Opening Remarks

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

Pacific Ballroom

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

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

Pacific Ballroom

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
Pacific Ballroom

Keynote

Registration Pass All Passes

9:15am PST

Think Global to Win Local

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

Pacific Ballroom

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
Pacific Ballroom

General Session

Registration Pass All Passes

10:00am PST

Sip & Recharge

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

Pacific Foyer

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
Pacific Foyer

Networking

Registration Pass All Passes

10:30am PST

The Experience Economy!

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

Pacific Ballroom

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
Pacific Ballroom

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

Pacific Ballroom

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.

Moderators

Colleen McLeod Garner

Advisory Board Member, Cecilia.ai

Colleen is a futurist and industry innovator, specializing in driving future-forward initiatives across thefood, beverages, and hospitality sectors. She serves as an Advisory Board Member for Cecilia.ai, the World'sfirst interactive robotic bartender, where she explores innovative... Read More →

Speakers

Josh Barone

Vice President, Commercial, SSP America

Trevor Tyler

Vice President of Beverage, Eureka Restaurant Group

Trevor Tyler is the Vice President of Beverage for Eureka! Restaurant Group and oversees the Beverage Program for all 32 units which include Eureka! and La Popular. He is a graduate of Cal Poly Pomona with a degree in Hospitality Management. Trevor is a Certified Cicerone®, one of... Read More →

Shilah Salmon

Senior Vice President, Marketing, Jackson Family Wines

Shilah has been in the global wine industry for almost 20 years, pursuing her interests in wine, agriculture and the global business.For five years, based out of San Francisco, Shilah managed the Constellation portfolio of wineries outside of the United States as the International... Read More →

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 →

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

General Session

Registration Pass All Passes

12:00pm PST

Networking Lunch

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

Arlo Restaurant & Lawns

Tuesday March 4, 2025 12:00pm - 1:15pm PST
Arlo Restaurant & Lawns

Registration Pass All Passes

1:15pm PST

Advanced Strategies for Maximizing Beverage Sales ROI

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

Town and Country Ballroom B

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

Matt Dune

Sr. Director - Food & Beverage, Cinemark USA, Inc.

Matt Dunne is the Sr. Director of Food & Beverage for Cinemark USA, Inc. With over 25 years of industry experience as a bartender, manager and beverage executive, he brings a multi-faceted approach - blending operational efficiency with fun consumer-focused initiatives and programmatic... Read More →

David Spirito

Vice President F&B, Dave and Busters

David Spirito has a comprehensive work experience spanning over 25 years in the food and beverage industry. David currently holds the position of Vice President of Food and Beverage Innovation at Dave & Buster's Inc. since January 2023. Prior to this, they served as the Senior Director... Read More →

Allison Kafalas

Director of Beverage, Americas, Hilton Hotels & Resorts

Tuesday March 4, 2025 1:15pm - 2:00pm PST
Town and Country Ballroom B

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

Town and Country Ballroom C

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

Vonda Freeman

Director of Beverage Programs, The Indigo Road Hospitality Group

Vonda Freeman, a sommelier certified through the prestigious Court of Master Sommeliers, joined The Indigo Road as wine director in 2009. With over thirty years in hospitality and over twenty years in the wine industry, Freeman brings a wealth of knowledge to and has played an important... Read More →

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
Town and Country Ballroom C

Workshop

Registration Pass All Passes

1:15pm PST

No/Low Trends and Operator Strategies to Enhance Guest Experience and Drive Revenue

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

Pacific Ballroom

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

Nick Ansara

Senior Manager of Beverage, Operating Partner, Cameron Mitchell Restaurants/Ocean Prime

As a seasoned professional, Nick Ansara, Senior Manager of Beverage for Cameron Mitchell Restaurants and Ocean Prime, has over 20 years’ experience in the hospitality industry. He leads the beverage programs for 65 restaurant units, consisting of 20 unique brands across 17 states.From... Read More →

Mike Miskiewicz

Sr Director National On Premise Sales, Heineken USA

Mike Miskiewicz is currently the Senior Director National On Premise Sales for HEINEKEN USA. For over the past 29 years, Mike has held various roles within the Heineken organization both in the United States and in the Netherlands ranging from Logistics / Supply Chain Management... Read More →

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
Pacific Ballroom

Workshop

Registration Pass All Passes

1:15pm PST

RFPs in Regional, Multi concept & National Chains

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

Town and Country Ballroom D

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

President, Reverie Culture Hospitality

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
Town and Country Ballroom D

Workshop

Registration Pass All Passes

1:30pm PST

Savor the Scene

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

Pacific Foyer

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
Pacific Foyer

Networking

Registration Pass All Passes

2:15pm PST

Advanced Leadership & Management Best Practices

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

Pacific Ballroom

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
Pacific Ballroom

Workshop

Registration Pass All Passes

2:15pm PST

Building a Critical Path for Successful Concept Development

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

Town and Country Ballroom B

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.

Moderators

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 →

Speakers

Nathan Grover

Executive Director, Bar & Beverage, Applebee's

As the Executive Director of Bar & Beverage, Nathan Grover oversees the beverage category for Applebee’s Neighborhood Grill + Bar and leads its strategy and innovation development for all U.S. locations. He has been with the brand for over seven years. Previously, Nathan spent seven... Read More →

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 →

Tuesday March 4, 2025 2:15pm - 3:00pm PST
Town and Country Ballroom B

Workshop

Registration Pass All Passes

2:15pm PST

Crafting Smart Beer Strategies for On-Premise Success

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

Town and Country Ballroom C

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.

Moderators

Brandy Rand

CEO, ThirstWell

Brandy Rand has over 20 years of experience across the beverage alcohol industry. She is the Founder and CEO of ThirstWell, a trusted advisory partner to multinational corporations, financial institutions, data businesses, and C-level executives. Previously, Brandy was the Chief Strategy... Read More →

Speakers

Nels Larsen

Vice President National Accounts, On-Premise, Molson Coors Beverage Company

Nels Larsen is an 18-year veteran of Molson Coors Beverage Company, that currently serves as Vice President National Accounts, On-Premise. In his role Nels leads channel strategy and customer joint-business planning with his team & National Account customers across the Casual Dining... Read More →

Kurt Wilson

Sr. Director On Premise, Boston Beer Co

Kurt Wilson is a distinguished professional with 35 years of experience in the hospitality industry, including an impressive 25-year tenure at the Boston Beer Company. Residing in Charlotte, North Carolina, Kurt is not only a Certified Cicerone but also a passionate advocate for the... Read More →

Trevor Tyler

Vice President of Beverage, Eureka Restaurant Group

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
Town and Country Ballroom C

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

Town and Country Ballroom D

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.

Moderators

Brian Masilionis

Senior Director, Channel Development National Accounts, Southern Glazer's Wine & Spirits

Brian brings over 25 years of advertising, marketing strategy, public relations and strategic insights and analytics experience in retail, foodservice and the beverage alcohol industry from an agency, client, and sales perspective to his role as Senior Director, National Accounts... Read More →

Speakers

Ivica Cvitkovic

Director, National Accounts, Bacardi USA

Ivica has been an integral part of Bacardi USA for over seven years, bringing dedication and expertise to the National Accounts On-Premise Team. He currently is creating a new vision in his role as the Director of National Accounts for HCNI (Hotel, Casino, Nightlife, Image), where... 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 →

Laura Lavigne

Vice President of Marketing, Lazy Dog Restaurants

Laura began her career in hospitality in high school, when she worked as a host at Mimi’s Cafe. She earned a B.S. in business administration from California State University, Fullerton and an MBA from Concordia University, and gained extensive experience in restaurant marketing... Read More →

Tuesday March 4, 2025 2:15pm - 3:00pm PST
Town and Country Ballroom D

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

Pacific Ballroom

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

Stephanie Dold

Beverage Director, The Walt Disney Company

Steph Dold is the Beverage Director for Walt Disney World, where she develops site-wide beverage strategies and new concepts for over 25 hotels, 4 theme parks, 2 waterparks and the Disney Springs entertainment complex. In her current role, she looks to act as a conduit between Walt... Read More →

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
Pacific Ballroom

General Session

Registration Pass All Passes

3:55pm PST

Vista Operator Awards

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

Pacific Ballroom

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

Awards

Registration Pass All Passes

4:30pm PST

The Vibe Odyssey – Official Reception

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

Golden State Ballroom

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
Golden State Ballroom

Networking

Registration Pass All Passes

7:30am PST

Networking Breakfast

Wednesday March 5, 2025 7:30am - 8:30am PST

Town and Country Ballroom A

Wednesday March 5, 2025 7:30am - 8:30am PST
Town and Country Ballroom A

Networking

Registration Pass All Passes

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

Pacific Ballroom

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

Gary Gruver

Director Of Global Beverage Strategy, Marriott International

Alfio Celia

Vice President F&B, Crescent Hotels & Resorts

Nicole Haarklau

Corporate Director, Food and Beverage, Coury Hospitality

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

General Session

Registration Pass All Passes

10:00am PST

How Consumer Data is Unlocking Cannabis Beverages for On-Premise

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

Pacific Ballroom

Speakers

Nicole Hanratty

VP Marketing, MWG Holdings Group

Nicole Hanratty, VP of Marketing at MWG Holdings Group, Inc. and Editor in Chief at smish., is a dynamic executive known for her remarkable ability to navigate industries during challenging climates and emerge with unrivaled success. With a background in global marketing and communications... Read More →

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

Keynote

Registration Pass All Passes

10:45am PST

Supplier Awards

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

Pacific Ballroom

For more than 10 years, the Supplier Awards have invited beverage operators to rate their respective supplier companies on key attributes, including business-building support as well as service and support performance through live interviews. To ensure efficient, fair and unbiased balloting and analysis, results were analyzed by food and beverage industry research and consulting firm CM Profit Group. Winners were then identified in four categories including beer, wine, spirits and non-alcohol beverages, categorized by total annual case volume.

Speakers

Shawn Fox

Partner, CM Profit Group / Fox Sales Coaching

Shawn Fox is a Partner and Head of Research at CM Profit Group, where he leads client delivery. The annual Partnering Study, published for both On and Off Premise channels, has fueled the Vibe Supplier Awards for the past eight years through confidential interviews. We are grateful... Read More →

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

Awards

Registration Pass All Passes