The Art Behind the Bar: Jerry’s Vision for Craft and Connection

Zaylan: Where in the world are you today?

Jerry: I'm finally home in Orlando, Florida. I just wrapped up three back-to-back projects, so it's nice to be here for a bit.

Zaylan: Where were those projects?

Jerry: The first one was in Kansas City, Missouri. After that, I headed straight to Panama City, and then to Cancun for a hotel opening at East La Moez.

Zaylan: Oh, really? I’m actually in Cancun right now!

Jerry: No way!

Zaylan: Yeah! Which hotel were you working at?

Jerry: It was the Del Mar — The Luxury Collection, all-inclusive. I was there for the training, and then I stayed a few more days to unwind. I spent that time at the Renaissance, just relaxing in Cancun.

Zaylan: Did you go downtown to go to any clubs, or just chill?

Jerry: Truthfully, after those two intense weeks, I just wanted to relax. I went to the beach at Isla Mujeres and hung out around Punta Nizuc Bay. I mostly walked around and checked out the sights — I wasn’t really in the mood to go crazy.

Zaylan: Yeah, I feel that. Well, thanks for joining us today. This is going to be a pretty casual interview. We’ll start off with some personal questions, then get into your story and background, talk mixology, hotel openings, clients, and projects — a little bit of everything. As Chris always says, it’s the people that make EAG so special.

Jerry: I love that.

“You never leave empty-handed or with an empty belly... What hospitality means to me is just that — making someone’s day better, even if it’s just with a drink or a good conversation.”

Zaylan: So first question — you already answered part of it, but where is home to you? You mentioned Orlando, but did you grow up anywhere else? What comes to mind when I say “home”?

Jerry: I grew up in New York City — in Corona, Queens, actually. That’s why I’m a Mets fan! But we moved to Florida in 2004 when I was 16. My parents bought a house here. Orlando is where I really grew up, though — it’s where I became an adult, learned some valuable lessons, met amazing people, and where I really got started in hospitality. I’ve been in the industry since I was 16.

Zaylan: What’s your favorite hotel you’ve ever stayed at?

Jerry: I’d have to say The Westin in Bora Bora. Those bungalows with the Heavenly Beds and that oversized robe — just insanely comfortable. And you open your door, and the water is right there. It was the most memorable stay I’ve had, for sure.

Zaylan: What about your favorite destination?

Jerry: Grand Cayman. I stayed at the Ritz-Carlton during the Cayman Cookout event. That was before I joined Ellis Adams Group — I was working an event with Marriott Corporate. The island itself was incredible — the water was pristine, and the event was amazing.

Zaylan: Any bucket-list destinations or hotels?

Jerry: Definitely Europe — I want to visit Italy in particular. There's this JW Marriott they show during Marriott orientation; you can only access it by boat. It looks unreal. But more than that, I want to explore the smaller towns, especially up north in the Piedmont region. Try the local food, drink some Barolo — it's one of my favorite varietals. Sicily is on the list too, for the food and wine.

Zaylan: Alright, switching gears — what’s your favorite food and drink?

Jerry: Oh man… that’s tough. Honestly, my favorite drink really depends on the bar. I’ve got a go-to for every kind of place. If I’m at a craft bar, I love a Last Word. At a whiskey bar, give me a well-made Manhattan — especially if they’ve got a great vermouth. And if I’m in a dive bar? A Guinness and a Tullamore Dew Irish Whiskey. That counts as one drink, right?

Zaylan: Definitely. What about favorite sports teams? I’m guessing Mets?

Jerry: Yep — Mets for baseball, Giants for football, and Lightning for hockey.

Zaylan: What’s Lightning?

Jerry: Tampa Bay Lightning — our hockey team. They actually won back-to-back championships a couple years ago.

Zaylan: Oh wow! I’m just getting into hockey. We just got the Kraken out here in Seattle.

Jerry: That’s right, Seattle. Love that city.

Zaylan: Have you done any openings out here, or what brought you to Seattle?

Jerry: I’ve got friends there, so that’s what first brought me out. But I also attend Portland Cocktail Week — it’s a bartending convention in Oregon. I’ve learned a lot from the seminars there. And since Seattle’s just a few hours away, I make a point to visit while I’m out there. Great beer, amazing food — just a good time overall.

Zaylan: That convention — do they still do that?

Jerry: Yeah, every year. It just passed actually. It’s called Portland Cocktail Week.

Zaylan: Cool. I’m trying to keep tabs on stuff like that for Nitecapp — if anything comes to mind, definitely let me know.

Jerry: For sure. There’s also Bar Convent in Brooklyn — a huge beverage convention. I haven’t been in a few years, but it’s grown a lot. Tons of companies, new products to try, and really solid seminars. And then there’s Tales of the Cocktail — I’ve been going every year for the last three. We’ve even worked with them at Ellis Adams Group.

Zaylan: Great, I’ll keep that on the radar. Last question from me before I hand it over to Gaby — what does hospitality mean to you?

Jerry: I come from a big Hispanic family, and one of the biggest takeaways from that was being hospitable when people visit. I think that’s why I’ve stuck with hospitality for 19 years — it’s natural for me. If you came to my house, you’d never leave empty-handed or hungry. We always offer a drink, snacks, whatever you need. Actually, the other day my cousin came over, and I sent them off with snacks for the road. They were like, “You’re turning into your mom!”

But that’s what hospitality means to me. And when I was bartending, one of my favorite things was just making someone’s day better — whether it was a great cocktail or even just a meaningful conversation. It might seem small, but you can really turn someone’s day around like that. That’s what I love most about this industry

“You might create 13 cocktails. Seven or eight will be trash, but the others will surprise you — they'll be brilliant. And when those hit, and the guest loves it — that’s the best feeling.”

Gaby: So, Jerry, let’s talk about your story and background. Can you walk us through your journey from TGI Fridays to Marriott and now Ellis Adams Group? And what key moments or mentors shaped your approach to mixology and hospitality?

Jerry: Sure! I started working at TGI Fridays in 2010 and stayed there for about seven years. I worked at multiple locations — sometimes transferring, other times helping out. That’s where I picked up a lot of skills. I had a few mentors during that time who taught me how to be more efficient — doing more while moving less — and really honed my speed and guest service. Honestly, before Fridays, my serving skills were pretty subpar. But with practice, I got better.

Then in 2016, I landed a role at the World Center Marriott — that’s where I met my real mentor in craft cocktails and mixology, Tim Bradstreet, the beverage director there. My interview with him was memorable — it turned into a three-hour conversation while we waited for the lead bartender to decide if I was a good fit.

From there, everything changed. I learned molecular mixology, how to do everything from scratch, and how to work with infusions. I felt like a “baby bartender” at the time. One of the best things Tim did for me was push me into opportunities. He signed me up — no asking — for my Level 1 Sommelier certification. He told me, “You're going.” That’s the kind of mentor he was.

He also encouraged me to attend Portland Cocktail Week, join the United States Bartenders' Guild (USBG), and eventually, I served as a board member. Through USBG, I met other passionate mixologists, built great friendships, and took part in some amazing community events. For example, Campari hosts an annual charity day — we did beach cleanups, worked with a no-kill shelter, walked dogs, cleaned the facility. It was powerful stuff.

Then came the pandemic. I stepped away from bartending for about six months — worked in a warehouse — it was a stressful time. But Tim reached out again and told me Lindsey Barton, then F&B Director at JW Marriott Grand Lakes, needed someone. I jumped at the chance, and I’m glad I did. That’s where I got my passion back.

At Primo, JW Grande Lakes, I really found my creative spark again. I also met Chris Adams and Gary Gruver and helped them with a major event —Marriott Global — which brings together all their global beverage partners. I assisted with prep while working my shifts, and later they invited me to Tales of the Cocktail, where I got to work alongside Gary and meet Maricela and Chris more deeply.

Funny enough, before we even checked into our hotel at Tales, we were already helping out — batching spirits until 6 p.m. That’s where I really connected with the EAG team. Later, I helped with a popup for Tales in New Orleans, and was even sent to Cayman Cookout again with Marriott Corporate.

Eventually, I reached out to Maricela because I realized I was ready to grow. I’d been bartending for 14 years, and training bartenders most of that time. I didn’t want to just be another restaurant manager — I wanted to take it to the next level. Joining Ellis Adams Group made sense. It felt right. Since starting in February, I’ve already done 20 projects with them — it’s been an incredible ride.

Gaby: Wow — what a trajectory. At what point did you realize that mixology was more than just crafting drinks, but a way to create memorable guest experiences?

Jerry: It really clicked when I started exploring deeper techniques — like using infusions and layering unexpected flavors. Seeing the reaction from guests — how much they enjoyed a cocktail or how an event turned out because of the drinks — that’s when I saw the bigger picture.

I remember this course I took, and the instructor said something that stuck with me: "You might create 13 cocktails. Seven or eight will be trash, but the others will surprise you — they'll be brilliant." That stuck with me. When those brilliant ones hit, and guests love them, that’s the best feeling.

Gaby: That’s such a creative process. How have past experiences — like batching cocktails for big events — helped you in your current role at EAG? What lessons have you carried forward?

Jerry: Oh, a ton. Especially when it comes to ideation and logistics for large-scale events. I’ve learned how to batch efficiently, understand flavor profiles, and streamline processes. It’s become second nature now.

For example, at the PGA Championship at Valhalla this year, a cocktail was selling so well they ran out of the mixer. They asked me to stay an extra day — I ended up batching 21 five-gallon jugs of the mix and delivering them across all the activations that needed it. I jumped on it right away. It was a huge win for the client — they were thrilled. That kind of flexibility and problem-solving is what I bring to the table now.

“Most cocktails are riffs on seven classics. Once you know the foundation, you can innovate — build something seasonal, local, or just flat-out surprising.”

Zaylan: I’ve got a few questions on craftsmanship and innovation. What’s your approach to developing a cocktail menu that aligns with a brand’s identity? Maybe use JW Marriott’s Primo as an example.

Jerry: Sure! One of the first things I always ask is: Who’s the demographic? What’s selling the most? That gives me a foundation. At Primo, for example, we noticed that whiskey and spirit-forward cocktails were top sellers. So my approach was: how do I create variations that are still approachable to those guests?

Then I consider the season — what ingredients are in peak flavor? What's available? Primo is an Italian, all-organic, local restaurant, so seasonal and farm-to-table storytelling is a big part of the experience. I think about how flavors support that story.

From there, I dive into the spirits. Do I want something with a spicy edge, like a high-rye bourbon? Or maybe a softer, sweeter profile, so I’d go with a wheated bourbon. Understanding mash bills and how they interact with other ingredients helps guide the direction of the cocktail.

Zaylan: That’s great. Can you describe your creative process for experimenting with new cocktail recipes? How do you balance innovation with the classical elements guests expect?

Jerry: Definitely. One of my favorite books — I always recommend it — is Cocktail Codex. It outlines seven classic cocktails that basically form the base of everything else out there. Most cocktails are riffs on those. So I often start with that structure, then explore how to modernize or tweak it based on trends or unique flavor combinations.

Another resource I love is The Flavor Bible — I literally keep it on my phone. If I’m working with something like cherry, I’ll look up all the ingredients that pair well with it. It really helps with brainstorming unexpected yet delicious combinations. So it’s a mix of structure, creativity, and always paying attention to what’s trending — and what people actually want to drink.

Zaylan: How has participating in events like Tales of the Cocktail or the Cayman Cookout influenced your creativity and insights about the industry?

Jerry: Events like those open your eyes to what’s happening globally. At Tales of the Cocktail, there’s constant innovation — new techniques, new ingredients, new ideas being shared in seminars and pop-ups. It’s like a crash course in where the industry’s headed.

Cayman Cookout is a bit different. It’s more immersive — you get to see how people live and experience hospitality in a different part of the world. One standout for me was visiting Door No. 4, one of the top bars globally. Their cocktail menu was incredibly eclectic and inspiring.

And I’ve built some amazing connections through these events. One person who’s had a big impact on me is Amba Lamb — she’s one of the top bartenders in Grand Cayman. I’ve met her both at Tales and in Cayman, and I love picking her brain. She’s a master at crafting unique cocktails, and I always come away with new insights after talking with her.

“Bartenders don’t just make drinks — we create experiences. And when we do that at a higher level, it’s even more impactful.”

Gaby: Let’s talk about client and brand experience. What are some of your favorite projects you’ve worked on with EAG?

Jerry: Definitely the PGA Championship in Valhalla. That was one of my absolute favorites.

Gaby: EAG puts a big emphasis on creating unique and elevated guest experiences. How does that philosophy show up in your day-to-day work with clients?

Jerry: Anytime I’m doing training at a hotel opening, I try to instill that mindset right away. It starts with how we approach cocktails — always from an elevated standpoint. But just as important is how we deliver service.

One of the things I focus on most is the appropriate steps of service — not just because of the BSA, which stands for Brand Standard Audit, but because that consistent, elevated service is what makes a difference. Whether it’s an Aloft, an Element, or a JW Marriott, I push for the same core standards. Bartenders don’t just make drinks — we create experiences. When we do that at a higher level, it’s even more impactful.

Gaby: Got it — thanks for explaining BSA! When you’re designing cocktails or planning events, what aspects of the client's brand identity do you focus on to make sure the experience feels tailored and memorable?

Jerry: One of the first things I look at is: What can the client actually source? What’s popular or culturally relevant in that location? Because what works in one region might not in another.

For example, when I did an opening in Albuquerque, I learned that lavender and green chile are a big deal there. So I thought, how can I use those local flavors to create something that’s not only unique but also resonates with the area and its people?

Gaby: That’s really cool. Can you share an example of a cocktail or service approach you created that was particularly impactful?

Jerry: There have been a lot, but one that still gets mentioned is a fall cocktail I created called “Not My Pig, Not My Farm.” I used a technique called fat-washing with smoked guanciale — we actually fat-washed it in the restaurant. I took the rendered guanciale and blended it into a mix of two bourbons, then clarified it to remove any unwanted texture while keeping the smoky flavor.

Then I added Knob Creek Smoked Maple, which gave the drink this bacon-and-maple-syrup profile. I turned it into a sour with some demerara syrup and lemon juice, then topped it with a Bartlett pear foam and garnished it with cardamom seeds for aroma. It was rich, seasonal, and layered — and I got amazing feedback. My former beverage director still talks about it. It’s one of the most creative cocktails I’ve ever done, and guests really loved it.

Gaby: That sounds really exotic.

Jerry: I’d say so!

Gaby: So what do you ultimately wish for the guest experience at the places you help open?

Jerry: I just want people to enjoy themselves — to walk away with something they’ll talk about after they leave. One of the best feelings is hearing someone say, “That was such a great time.”

And I truly believe compassion is contagious. If someone’s having a rough day, and you’re kind and present with them — even just through great service and conversation — you can change their whole mood. That’s what I hope for: that we’re creating those kinds of moments for people.

Gaby: That’s beautiful.

“It’s not just about the drink anymore — it’s about the experience. People want a show. That’s where the real magic happens.”

Zaylan: Let’s shift into some trends and insights. What hospitality or mixology trends do you think are reshaping the industry, and how do you incorporate those into your work with EAG?

Jerry: That’s a good one. One of the biggest trends I’ve noticed is adding more show to cocktails — making it about more than just the drink. It’s the experience.

Take smoked cocktails, for example — they’re super popular right now. People love the drama. You’ve probably seen the smoke bubble guns? I actually have one — I could give you a demo! [laughs] Infusions are another big trend, but with EAG, we always ask, Does this make sense for the concept? If we’re doing infusions or syrups, we think about how long they’ll hold, how they’ll be used, and whether they add real value to the guest experience — not just a gimmick.

Zaylan: What about general hospitality trends — anything new that’s catching your attention?

Jerry: For sure — tableside service is making a big comeback. Not just with food, but cocktails too. You’re seeing upscale restaurants roll out bar carts and make drinks right at the table. It creates a little activation moment that’s memorable and elevated. I’ve been paying attention to that trend for future bar activations. It’s a great way to bring the guest into the process.

Zaylan: How do you handle the challenge of staying innovative in a space that’s so trend-driven — especially when working with venues that aim for a timeless appeal?

Jerry: Staying current is key, and social media is honestly one of the best tools we have. It shows you what’s trending in real time. But I also make it a point to explore the local bar scene whenever I travel for a project — especially in cities I’ve never been to before.

Like in Albuquerque, I checked out a bar that had been voted number one in a national magazine — and it lived up to the hype. They had this killer espresso martini and a really unique tap cocktail system. Every city offers a fresh perspective, so I treat every assignment as a chance to learn from the local scene, see what’s working, and gather inspiration. You never know when you’ll be back — so I always take the opportunity to soak it in.

“Keep learning. Keep pushing. Be open-minded and say yes to every opportunity — that’s how you grow in this industry.”

Gaby: With such a hands-on, experience-driven career, how do you ensure that every cocktail or menu feels personal and authentic to the location and audience?

Jerry: One of the biggest things for me is collaboration — especially if the bartenders on-site have helped create the cocktails. I always involve them in tastings and get their opinions. I’ll say things like, “Hey, what do you think this needs?” or “What if we added just a touch more of this?” And we go back and forth. That conversation helps us all feel ownership, and the end result is something we’re all proud of. It’s more authentic that way.

Gaby: You’ve mentored many people in the art of cocktails and hospitality. What’s one piece of advice you give aspiring mixologists?

Jerry: Take the time to learn. Nothing happens overnight. It’s all about practice — and not just with the cocktails, but with the overall guest experience. The more you focus on both, the better your storytelling and flavor understanding will be. That’s what makes you a true mixologist.

Gaby: How does the collaborative culture at EAG inspire your work and encourage creativity?

Jerry: The team here is amazing. We bounce ideas off each other all the time, and people are honest — which I love. They’ll say, “I don’t like that,” or “That sounds incredible,” and we’ll offer feedback. We have that kind of camaraderie where it’s safe to share, challenge each other, and grow. Since day one, I’ve felt supported by the leadership and my fellow account executives. I’m constantly learning, and that’s helped me grow professionally and creatively.

Zaylan: Looking ahead, what kinds of cocktail concepts or hospitality experiences are you excited to bring to life at EAG?

Jerry: Right now, I’m working on a really exciting project — I can’t say too much, but it involves developing a molecular mixology training deck. The idea is to go deep — explaining different infusion techniques, how and why certain processes work, and giving bartenders tools to grow their craft.

That’s what got me into mixology in the first place — geeking out on the “why” behind techniques. I want to pass that on and help other bartenders understand it at a deeper level. It’s something we can offer to elevate the next generation of talent.

Zaylan: What’s your long-term vision for the industry? Any shifts or changes you’d love to see?

Jerry: I just want to keep growing. Honestly, I want to be more like Maricela. She’s next-level — super organized, always on point. She’s been such an inspiration, and I’d love to get to that level. She’s definitely become one of my mentors.

Zaylan: Last question — what advice would you give a young bartender who wants to move into consulting someday, like you’ve done?

Jerry: I’ve actually had a few people ask me that already. And I always say: work hard. It takes a lot of blood, sweat, and tears to get here. Keep pushing yourself, keep learning, and don’t shy away from opportunities. If something comes up, take it.

Also — network. Get to know people. Learn from them. Be open-minded. That’s what helped me get to where I am.

‍