We became so popular in 2009 when we opened that we had to “Annex” the abandoned building next to us, the idea being a “waiting room” Bar for the restaurant, so we wouldn’t have to send customers away when we were full. As it turned out, it happened to be aptly named. It all started with the Tinderbox, which was named for its potentially explosive nature. We currently have three different concepts, all in a row, on one of the main blocks in the Southside of Downtown Flagstaff. We also happen to serve incredibly high quality food, wine, and cocktails. We care about and are genuinely passionate about serving people. We curate an atmosphere in which our guests can suspend the reality of their lives for a few hours. What are you most proud of as a company? What sets you apart from others? What do you do, what do you specialize in, what are you known for, etc. That is the core of our beliefs at THAT Place Projects. I came to the realization one night as I laid in bed unable to sleep, that Restaurants were not created because of a need for food Restaurants were created because of a need for Genuine Human Connection. We also keep our eyes on the horizon adapting to new technologies and changing our business models to achieve maximum efficiency, all in the while never taking our focus off of the connection to our customer. We make a very conscious effort to not have to say “no” to our customers. We observe, we learn, and we pivot, based on the wants, needs, and tendencies of our customers. One of the major constants within our company has been change. What we have learned is to never be too proud to change. Is it ever a smooth road within this industry? I’ve never heard of such things. Overall, would you say things have been easy for you? We’re always bombarded by how great it is to pursue your passion, etc – but we’ve spoken with enough people to know that it’s not always easy. We have grown and evolved significantly as people, and as a business, and are extremely excited for what the future holds. We have earned ourselves a reputation for warmth, quality, and connection within the community. Now, as partners in THAT Place Projects, we are on the trajectory for expansion both within the city of Flagstaff and across the State of Arizona. In 2017, I approached Kevin about the possibility of buying into the company. I realized that I could build a real life within Hospitality. As our business grew, so did our reputation as the Best Cocktail destination in Northern Arizona, and soon we were being recognized by nationally syndicated magazines such as Restaurant Hospitality for the Best Concept Cocktail of 2018.Īs my experience within the industry and the company grew, I became more and more interested and passionate about the industry. This idea began to catch on, and our business grew by nearly 40% year after year. We wanted people to think of the Annex their local neighborhood “Cheers” type bar, with an incredibly warm, welcoming, and familiar atmosphere all under the influence of raising the bar in the quality of our Cocktail Program. At the same time, I began to cultivate and reinforce a culture of “Genuine Connection” within the Annex Cocktail Lounge. I quickly began experimenting with classic recipes, which lead to a real interest in concept cocktails. I found that I took to Bartending quite naturally, having a decently developed palate from my love for cooking, and a strong desire to entertain the public. I was fortunate to learn the basics of Bartending from both Jeremy Lane, the General Manager, and Corey O’Donnell, the Bar Manager at the time who eventually went on to run the historic Hotel Monte Vista. I was hired by Kevin Heinonen, the Founder of THAT Place Projects, as a Bar Back in 2013, with no experience in the Bar Industry, and very little experience in Hospitality in general. Nick, can you briefly walk us through your story – how you started and how you got to where you are today. Today we’d like to introduce you to Nick Williams.
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