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Phil Wills, co-founder of The Spirits in Motion, will be speaking about the guest experience at the 2026 Bar & Restaurant Expo on Monday, March 23 at 11:30 am.
The session, "Creating Experiences Guests Can't Resist," will feature Phil alongside panelists Mia Mastroianni and Art Sutley as they break down what's changed in guest experience and what operators must do now to stay competitive. Not registered yet? Grab a conference pass today!
We caught up with Phil to learn more about him ahead of the show!
1. If you could spend a night in any restaurant or bar from history, which one would it be?
I’d want to sit at Tom Bullock’s bar at the Pendennis Club and just watch. As one of the first Black bartenders to publish a cocktail book, he served presidents with quiet precision. I’d study how he read the room and made people feel seen without ever making it about himself. It would be cocktail history unfolding in real time and proof that true hospitality never goes out of style.
2. What’s the best piece of advice you’ve ever received?
“Make it about them.” Whether it’s a guest at the bar, a team member, or a network executive, everything changes when you stop performing and start serving. Ego is loud; hospitality is quiet and powerful.
3. What's a moment in your career you're most proud of?
It’s a toss-up between two moments: When someone I trained years ago tells me they are now leading their own teams using what I taught them, or the year I took a leap of faith to start my consultancy, The Spirits in Motion. Over the last 15 years, it has allowed me to grow while sharing what I’ve learned to help others in the industry.
4. What's currently on your playlist?
Mostly 90s hip-hop and R&B, with some reggae for good measure. I also mix in music from my wife, Myra Flynn, for some soul and familiarity.
5. What's the best meal you've ever had?
A fresh, rare lobster at Karibuni Restaurant, a no-frills spot on Pinel Island in Saint Martin. The lobster is fished by hand at night and grilled simply. Enjoying that with my feet in the sand reminded me that the best meal isn’t always the most complicated; it’s the one where you can feel the soul of the people behind it.
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