The Doobie Brothers once sang “listen to the music,” and it’s a mantra many dining and hospitality settings have long embraced. However, we’ve come a long way since one would just “put another dime in the jukebox, baby!”
Whether through carefully curated playlists or strategically scheduled concerts, the role of music in these settings has evolved nowadays to where some establishments are using it more frequently to build up their “brand” or heighten the guest “experience.”
Let’s look at three unique dining/hospitality venues that have their own unique needs. Yet each one has hit the right notes in using music to reinforce their identity and build a loyal audience. On with the show!
Sax in the City at Brunch Time
Many consider Atlanta, Georgia to be one of the strongholds of good, old-fashioned Southern Hospitality™, however they might be surprised to learn that the city’s lively brunch scene is actually downright competitive. Because of this, restaurant and bar owners in the area are having to go the extra mile to stand out and attract patrons during these popular hours. Juan Sebastian Calle and Adam Berlin are solving this mid-day crisis through soothing music.
Calle and Berlin are the co-owners of Buena Vida Tapas Bar, located in Atlanta’s Historic Old Fourth Ward district. There are already a couple of factors already in the favor in terms of drawing attention.
For starters, Buena Vida Tapas Bar is inspired by the South—the south of Spain and its surrounding islands, that is. Inspired by Calle and Berlin’s trips to the country, the beach-influenced décor is designed with a breezy vibe, the menu features a combination of Spanish classics and unique recipes sourced and imported from the area, and the wine list is “a love letter” to the region.
Buena Vida Tapas Bar also happens to be located in a vibrant, high-traffic area, meaning it’s in an ideal spot to host large groups, celebrations, and social gatherings. But the owners still need incentives to increase awareness.
This past spring, Calle and Berlin put their Latin-inspired “Sax in the City” live music program into play, where the soulful saxophone sounds of Manny Quero permeate throughout the Beltline patio during Saturday brunch and afternoon hours. “We chose a live saxophone-and-singer duo for our Saturday brunch scene, because it brings a relaxed yet elevated vibe,” says Calle. “It’s unique, memorable, and fits perfectly with the energy of our guests during that time of day.”
Response has been so overwhelmingly positive that the owners even extended “Sax in the City” past its originally scheduled May 17 end date to now run the remainder of the summer.
Calle and Berlin know the live music they spotlight plays an important ingredient in contributing to the overall on-property vibe and atmosphere at Buena Vida Tapas Bar. “The right kind of live music adds to the energy and joy of the space,” says Calle, “and it helps elevate the overall experience and create a sense of celebration that aligns with our brand.”
Spanish bands are frequently booked to perform on-premises throughout the year and amplify the spirit of the space—especially during warmer weather months. “We typically book them once a month for “Fun in the Sun” Saturdays as well as for special events like our patio kickoff party, large-format paella nights, and major holidays,” says Calle. “These performances help turn a great night into an unforgettable one.”
Most of the musicians Calle and Berlin bring to Buena Vida Tapas Bar are artists they’ve known throughout their long careers in the food and beverage industry. “We’re already familiar with their style and know they’ll be a great fit for our crowd,” says Calle. “We select performers who understand how to read the room and bring the right energy to complement our atmosphere.
“Because we’ve worked with these artists for years, we know we can rely on them to deliver a great experience every time.”
It’s a practical “soundtrack Saturday” at Buena Vida Tapas Bar. Once “Sax in the City” concludes, a DJ takes over during the late afternoon/early evening hours, spinning rhythmic hits to keep the guests vibing until close.
Calle and Berlin are very hands-off when it comes to moderating a set or playlist. “We trust our artists with their craft and let them guide the music based on the feeling in the room,” says Calle.
The popular “Sax in the City” program with Manny Quero will remain a core component of the brunch-time programming at Buena Vida Tapas Bar for the foreseeable future. And as the Atlanta market grows more competitive, plans are already afoot to evolve the lineup and add even more Latin acts to keep patrons engaged going forward. ¡otra!
Authentic About the Music
If you’re going to successfully open a new hospitality hot spot in the Music Row district in the city known as “Music City USA,” then you’d better make sure your intentions and your music programs are authentic. Hospitality and entertainment group Good Time Design have tapped into these pre-requisites both on stage and behind the scenes with their brand-new co-venture.
Odie’s is a neighborhood bar, eatery, and entertainment venue that opened this past spring at 1919 Division Street in Nashville, Tennessee, and it’s already proving to be a must-visit staple on the city’s midtown scene. “Odie’s is an authentic, ‘music-first’ hangout with great food and drinks, as well as over-the-top hospitality, entertainment, and production,” says Ty Hauter, Founder and Chief Executive Officer of Good Time Design, a pioneering force in combining music, nightlife, and community across the country.
Music even plays a role behind-the-scenes at Odie’s, as Good Time Design partnered with hugely popular country band Old Dominion (“No Such Thing as a Broken Heart,” “Break Up With Him,” “Memory Lane,” etc.) on this high-energy venue.
Hauter has been long-time friends with the music powerhouse band, which made the Odie’s opportunity even more personal and exciting than usual for him. “From the first phone call we did together on the idea of putting together a place, we’ve 100% been on the same page in every aspect of this hospitality and entertainment adventure,” says Hauter.
You may have already put two-step and two-step together and noticed that the country music group’s initials (O.D.) make up the name of the new establishment. “I also think this makes it an awesome name for your favorite local watering hole and hangout,” says Hauter.
The venue is already a sentimental spot for Old Dominion, as Odie’s is located directly across the street from where the band played a weekly residency at a pivotal point in their career. In turn, Odie’s serves as a physical space to support local emerging artists, adding a new dimension to Old Dominion’s connection with the city they call home.
So what’s the music scene at Odie’s like? It’s about staying true to Nashville. “Whether it’s Odie’s entertainment production or our non-stop hospitality, it all starts and ends with the music,” he says. “That’s been our philosophy since day one of its conception.
Hauter and his team of DJs at Odie’s personally curate the obviously country music-driven playlist. Meanwhile live music is scheduled four days a week with multiple artists/bands playing Thursday through Sunday. “We’re currently in talks with several high-caliber music series talent groups to work with us on Monday, Tuesday, and Wednesday evenings,” says Hauter.
As members of both the Country Music Association (CMA) and Academy of Country Music (ACM), Good Time Design and Hauter passionately support the songwriter community through individual artist development as well as through their numerous music venues. “And who better to have for partners than a group of awesome song writers with Old Dominion who happen to also be multi-time ACM and CMA Group of the Year winners?” says Hauter.
Good Time Design venues’ live music programs at their other venues across the country are largely composed of Nashville-based up-and-comers with large scale national acts sprinkled through. Multi-award-winning Morgan Wallen played their San Diego-based Moonshine Beach in 2017 and Moonshine Flats in 2018, long before becoming one of the biggest names in country music. “We’re able to spot major talent when we see it, no matter what level the artist or band is at in that moment in time,” says Hauter. “Believe me, you can immediately tell when the likes of Morgan Wallen, Luke Combs, Megan Moroney, or a Jordan Davis hit our stages. We’ve hosted them all!”
Hauter is confident that Odie’s will serve stage to the next mega-star to emerge from Nashville. He follows some of the bands auditioning to perform at Odie’s and is very familiar with the music of others. “Our [Good Time Design] in-house buyer Michael Harris does a great job with this,” says Hauter. “We collectively either go see the artist or band play live prior or are given a heads up from other talent buyers and management groups. We also do a ton of research through online videos and follow playlists supported by the likes of Spotify or Sirius/XM’s The Highway channel.”
And, yes, Old Dominion does indeed perform occasionally at Odie’s when they’re not on a national tour. “The band members are not passive co-owners,” says Hauter. “They’re around the venue a lot and have plenty of input in the daily business.”
Enthusiastic crowds gather nightly at Odie’s for the music-driven atmosphere, and Hauter already has further music-oriented ideas brewing. “With songwriting and music being the authentic ‘heart & soul’ of what initially created the idea of Odie’s,” he says, “we’re always striving to represent Nashville and Music Row and share our love and positive vibes of country music.”
Super Group: Rock N’ Roll with Sushi
If it feels like American-style sushi restaurants can blend together with their plain, “white wall” presentations, the husband-and-wife couple of Lance and Gerri Mach Hallmark have been shaking things up by bringing amplified music, fun and nostalgia to the process. Their Rock N’ Roll Sushi restaurants are based around the headbangin’, MTV-era of hard rock and heavy metal music. Pour some sugar, indeed!
The couple are not only veterans of the food and beverage industry, but they’re also huge rock fans (even getting married immediately after attending a Mötley Crüe concert together in Las Vegas). They’re also big sushi fans, so they decided fifteen years ago to reach for the golden ring and reach for the sky with Rock N’ Roll Sushi and realize their dreams. Their initial restaurant started out of a 1,000-square-foot, former t-shirt shop in a mall in Mobile, Alabama; today they’ve grown the now-franchise to over 70 locations across the Southeastern United States.
Most importantly, Rock N’ Roll Sushi is the only theme-restaurant in the world where guests can “experience the rock they love and the (sushi) rolls they love with the ones they love.” Their unique branding concept has allowed Rock N’ Roll Sushi to claim the title as the fastest-growing sushi concept in the United States. “We thought theming around rock-and-roll would allow someone coming in for their lunch break to kind of unplug and unwind and listen to some good music,” says Lance.
Music truly is built into the DNA of Rock N’ Roll Sushi. Their raucous menu is broken down into Opening Acts, Classics, Green Room, Headliners (with Raw Tracks), Back Stage Hibachi, Kids Rock, and After Party, while their “greatest hits”—like Crispy Wontons, Punk Rock Roll, and VIP Roll and Hibachi—steal the show. They’re even bigger stars thanks to their signature rolls like the VIP Roll, the Punk Rock Roll, the Electric Roll.
Combining the realm of electric guitars and power ballads with the relaxed, tranquil world of sushi might not appear on the surface to make a lot of sense, but it has turned out to be a match made in rock-and-roll heaven for the Hallmarks. “It opened up a lot of opportunities for us to do some really cool artwork in the stores all the way down to décor, menus, and record albums,” says Lance. “We tied a lot of nostalgia into that, which are good topics for conversation. Seeing posters or album covers might help you remember a concert you attended at some point.”
“When someone walks into a Rock N’ Roll Sushi restaurant and sees people of all ages and all walks of life, it’s just broadly appealing,” reaffirms Gerri.
When it comes to in-store dining, Lance confirms it’s all about experience (well not exactly the Jimi Hendrix kind). “If we call ourselves an ‘experience brand,’ we want to deliver that ‘experience,’” says Lance. “We’re always thinking of people when they come in and grab that album at our entrance all the way through their experience with their server.”
The big attraction at each Rock N’ Roll Sushi location is the large-scale video walls showcasing rock-oriented music videos from the ‘80s and ‘90s. Guests can chow down on sushi and drinks while watching greatest hits from Van Halen, Judas Priest, Scorpions, and Bon Jovi. “People really love hanging out and watching music videos they haven’t see in a while,” says Lance.
The company Luke Media curates the ’80s era rock-heavy playlist that airs not only on the large video walls but also across the speakers. The Hallmarks comes up with a playlist of rock-heavy tunes they’d like to feature, while Luke Media handles all the licensing for videos. “It’s basically a concert within a restaurant,” says Lance. “We control it and shoot it out to all the stores.”
Finding the perfect audio balance for music inside the restaurant is a quest of not going too low to not be noticed and cranking the speakers up to eleven. “We try to find a sweet spot between background elevator music and a Metallica concert,” laughs Gerri.
Music is not just confined to pre-choreographed playlists at the various locations. Even though the Rock N’ Roll Sushi stores are found in smaller footprint locations, they do frequently host special music guests—typically acoustic sets featuring a solo act or two-man band.
Rock N’ Roll Sushi managers do a fine job locating live music acts in the local community, even offering them a unique bonus for performing. “If we have an act coming up, we’ll have our chef come up with a sushi roll and name it after the band to promote their show,” says Lance. “We have a good time with it.”
The Hallmarks have made quite a name for themselves naming sushi rolls after bands, and this played a big role for them and their in-house marketing when Lance and Gerri added a Velcro Pygmies Roll to their menu roster. They’ve been huge fans of the glam rock band since the late ’80s. When the group’s lead singer found out about the sushi roll a few weeks after its debut, he personally told them how honored he was to serve as their inspiration.
The Velcro Pygmies have since become a “house band” of sorts for the Hallmarks. They’re featured in the action-packed shots decorating each Rock N’ Roll Sushi store. “We became really good friends with them,” says Lance. “They play at our conference every year.”
Lance and Gerri are firm believers on using their stores to support community programs, and this even played into helping sponsor the Velcro Pygmies’ program called “Reach and Teach.” The band visits local high schools and get the students involved in the behind-the-scenes economics of putting on a rock-and-roll show—every part of the production from planning and coordinating to selling tickets and setting up the stage. They even peform at the high school as a fundraiser concert, last year raising $15,000.
“We try to immerse ourselves,” says Gerri. “People may quickly say we’re just another chain, but I think we’re about as local as it can get in any community we’re in.”
Let’s take a moment to hold up the lighters (or cellphones) for a special dedication. The Hallmarks are proud that they keep in touch with their roots from the original Mobile location. “Our first server now owns eight locations with her husband,” says Geri. “Our original day one chef is still with us fifteen years later. Our whole family has grown up here and works with us now.”
The rock-and-sushi combination has attracted quite a number of both fans [I]and[I\] musicians. Several members from Buckcherry and Korn have visited Rock N’ Roll Sushi locations while Mötley Crüe drummer Tommy Lee gave a shout out to the owners and their establishment on his Facebook page.
One cherished moment for the Hallmarks involved Dusty Hill, the late bassist for the legendary band ZZ Top, when he visited their Spring, Texas store. “We have a full floor-to-ceiling ZZ Top mural that Dusty signed,” says Lance, noting that each of their locations features a rock-inspired mural painted by local artists. “If we ever relocate from that store, we’re going to bring that entire wall mural with us.”
Another fourteen Rock N’ Roll Sushi restaurants are scheduled to open this year—including expansion into Las Vegas. “We’re growing out west and are excited about it,” says Lance. “We’re getting into some new markets and encourage new franchisees to join us along the way.”
Lance has a rock-solid wish list of future ideas for Rock N’ Roll Sushi. One involves Dee Snider, frontman of the hard rock band Twisted Sister. “I’d love to have [him] with his hair and makeup back there rolling his own honor roll,” says Lance. “That would be epic!”
Gerri has visions of going international, which she finds astounding considering their humble beginnings in Alabama. “We could always use a reason to hop over to Europe or wherever the first place will be,” she says. “Someone mentioned Dubai. From Alabama to Dubai, how incredible would that be?”
Hey, if a sushi restaurant can successfully embrace hard rock and heavy metal in their experiential branding, the world’s the limit!
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