Krowne Bar Ambassador Troy Clarke Serves up Success
Whether you're in the planning stages of a brand-new build or looking to refresh an outdated, inefficient bar setup, bartender ambassador Troy Clarke has the skills you need to transform your tavern from uninspiring to unforgettable. Clarke's expert bar consultancy services are available through a unique partnership with prominent bartending equipment manufacturer Krowne. The program was initially conceived to bridge the gap between bar owners, designers, engineers, and seasoned bartenders with first-hand knowledge of what does (and doesn't) help streamline work behind the bar. Join the KaTom team as we catch up with Clarke and get the scoop on the secret behind the Krowne ambassador program's success.
A Lifetime of Experience
When setting a business up for success, it's best to rely on industry experts with prior experience guiding similar projects to completion. It's for this very reason that savvy bar owners reach out to the expert bar consultants at Krowne – to benefit from their years of hard work and hands-on experience behind the bar.
Clarke, for example, got his start in the industry when he began washing dishes at the age of 13, ultimately gaining experience in multiple areas of the foodservice industry. When he finally got the chance to work behind the bar, he knew he had found his passion, and he's been dedicated to elevating the world of beverage service ever since.
"The first time I jumped behind the bar, I was working in this restaurant, and they were like, 'The bartender called out… Does anyone know how to bartend?' I was the host and I was like, 'Yeah, I can do it!'" Clarke recalled.
"I had never done it before. I had no idea what I was doing. It was really apparent when I got behind the bar and people were ordering things," he continued wryly. "At that moment there was this energy and enthusiasm and adrenaline going through me, and I just fell in love with it. I think that's what's drawn me to it, and I try to remember that feeling each day I go to work."
In time, he gleaned a deeper understanding of the beverage industry, and, although his goals have evolved, his motivation remains as clear as the day he started.
"People always ask 'What's your philosophy?' I think that bartending, to me, is about creating connections through the lens of total beverage offerings," he explained. "That means it could be anything. It doesn't matter if it's wine, or beer, or non-alcoholics, or sodas… It's about understanding all facets of a beverage and then transforming that into an experience for your guests. It's about connecting people, through beverage."
"If you can remember that, have fun with that, remember why you're there, and just create experiences for customers, bartending is one of the most rewarding positions in the food and beverage industry."
A Twist of Fate
As Clarke's involvement in the industry continued to grow, he began to think beyond the beverages, studying all aspects of bar design and beverage service that must come together to make the perfect drink.
He felt he had more to offer the industry than simple service, and eventually launched his own company, Twelve24. One of his first projects was creating a blueprint for a new type of bar rail designed to alleviate obstructions and reduce labor for bar staff. When it was time to partner with a manufacturer and put his product on the shelves, Clarke contacted several companies, and ultimately decided to move forward with Krowne. According to him, the decision was easy.
"Myself, my business partner, Roger, and Kyle [Forman, Krowne's president] got together for dinner in New Jersey. We didn't talk business. We just talked," he said. "The next day, we went to the facility, toured through things, and we really felt a connection between both companies. There was synergy there."
"I connected with Kyle immediately. Both of us are very forward-thinking, constantly trying to innovate, pushing boundaries," he explained.
Though they may not have known it at the time, this connection would evolve into a longstanding business relationship combining the strengths of both parties to offer a new take on bar design: the Krowne bartender ambassador program.
Creating Custom Solutions with Clarke & Krowne
In the past, locating and working with a bar consultant could be frustrating for owners. Not all consultants have the same level of expertise and can handle unique or unexpected project requirements.
Owners can also run into difficulty collaborating with an outsider to blend optimal bar performance with their personal vision of the business. Specifically, applying cookie-cutter solutions across a wide range of projects can end up watering down the bar's spirit and diluting the atmosphere that makes the venue memorable.
Clarke says he avoids these pitfalls by slowing down, getting to know his client, and crafting solutions as unique as they are.
"I think the holistic approach, to me, is always remembering why you're there," he said. "I think that helps me … really get to understand the customer, understand what their goals are, understand what they're trying to achieve down the road."
"The ideal bar setup is not the same for everyone," he explained. "The most ideal bar setup is when you truly understand your customers' needs and you're able to meet them with efficiency."
To ensure the best results for his clients, Clarke's custom solutions range beyond connecting business owners with the perfect equipment and designing a layout that streamlines service.
Through their direct partnership with the equipment manufacturer, Krowne ambassadors like Clarke are uniquely positioned to design and fabricate custom bar equipment for clients with unconventional spaces and needs – something not just any consultant can do.
Although such instances aren't common, bar owners can rest easy knowing their ambassador is truly able to provide solutions for any obstacle that arises.
Benefits to Bar Owners
In addition to design and equipment selection, the Krowne ambassador works as a liaison between the client and suppliers, designers, and engineers, providing a single point of contact where clients can ask any questions they have and get all the information they need. Clients won't need to coordinate multiple channels of communication or spend time passing information between teams, leaving them more time to spend working on their business. If unexpected changes come up, clients can pass on new information and receive a response much faster than if they are working alone.
The impact of working with a Krowne bar design consultant can also resonate into the future by facilitating simple, agile solutions to potential obstacles. Clarke's decades of experience enable him to conceptualize bar layouts that not only fulfill the goals of the current project but help address future needs the business may have. Designing with the end concept in mind enables him to develop a layout that leaves room for the business to grow and adjust without needing extensive renovations.
"It's important to begin with the end in mind," he explained. "In design, you have to think that way. If I just design something today, but I'm not thinking about tomorrow, how long is that good for? And what happens when you evolve?"
Being able to collaborate with a seasoned professional like Clarke enables bar owners to identify potential pitfalls before they start, and helps them understand the best way for them to achieve their business goals both today and tomorrow.
"It helps [clients] understand, if they're going save for something, how much it's going to be," he continued. "They kind of have a ballpark. And they have a plan."
Integrating Cutting-edge Technology with BarFlex 3D
Collaborating with a bar ambassador at the forefront of bar innovation also provides owners access to brand new technologies to help them take their design process to the next level. Krowne's exclusive BarFlex 3D system closes the gap between concept and reality, letting designers instantly build a blueprint in 3D that can be sent directly to the engineers responsible for making it work.
Owners can view these designs right in the space where they're building by using a VR headset to see how equipment will look and how it aligns with their concept. Adjustments can be made in a snap, and business owners can experience first-hand what it's like to work in the space they're designing.
Using the program to simulate working in the space also helps bartenders, owners, and designers catch small inefficiencies in the prospective workflow. Clarke believes efficiency runs at the heart of profitability, and the bar is no exception.
"[Bar design] is about efficiency, workflow, and steps of service," he explained. "Least amount of steps, most amount of money."
Clarke himself has worked extensively with the BarFlex 3D program and believes it's an incredible advancement in design. Incorporating emerging technologies such as augmented/virtual reality and 3D design into the collaboration process makes it easy to quickly communicate complex ideas across multiple teams.
The upshot? Quicker results with a lot less back and forth between owners, designers, and engineers along the way.
"It's awesome. I think it has been a game changer," he said. "I'm working on a project right now where I could make it in BarFlex. I could cut it out, paste it into a document, type all my notes… go from section to section around the bar and send that off to the engineer. And now they have a very, very clear idea of the job that they've never seen."
"They're able to get me something much faster, with less edits, which means it gets to the customer faster," he explained. "BarFlex brings that design aspect to simplicity for the end users."
Do I Really Need a Bar Ambassador?
Although many operators turn to professional consultants when designing their venue's kitchen, Clarke says they frequently overlook this step when designing the bar. Instead of consulting with a bartending expert to determine the bar's layout, many operators leave those decisions in the hands of interior designers who concentrate on aesthetics first and efficiency second, or not at all.
"A lot of times bar owners just let the designer design things when they're making the bar… and the designer just makes it look aesthetically pleasing. They don't think about the operation," said Clarke. "They just throw the bar equipment in, not really looking at the most profitable area of the restaurant and setting them up for success."
According to Clarke, small oversights like these can add up to big problems down the road.
Bar owners may find themselves stuck with an inefficient workflow that caps staff production capabilities and slows down output. Over time, inefficient bar designs can prevent the business from growing to meet its full potential – and remodeling a finished bar to address the issues can be extremely costly.
Clarke recommends owners bring in an expert bar consultant from the very beginning, when the project is still in its design stage, to ensure they're starting with the best possible layout for their unique venue.
"The reason for that is, having a team of experts on your side can really help you save dollars, and actually generate you more in the long run," he said.
"This is what we do, we do this for a living. We live, breathe, and eat it. We're passionate about it, and we're looking to help you create your dream and make it come to reality, by measuring twice and purchasing once. Make sure if you're going to spend those dollars, spend it once, do it right, and put the right pieces of equipment in your operation to bring your dream to reality."
For bar owners still on the fence about the ambassador program, Clarke has one final piece of advice: "If you're not looking at it, you have the opportunity to miss out on efficiencies and dollars. And it doesn't cost anything to evaluate if the program is right for you – so reach out to someone."
