Erin Hayes

I co-created and lead Black Lagoon, one of the most successful multi-city seasonal pop-up experiences in modern hospitality. What began as a single-venue concept has grown into a nationally recognized platform activating dozens of top-tier bars simultaneously across North America. My role spans full-spectrum concept development and execution. I oversee creative direction, brand partnerships, programming, beverage strategy, venue recruitment, sponsorship integration, marketing alignment, and national rollout logistics. From early ideation through on-the-ground activation, I design systems that allow immersive hospitality experiences to scale while maintaining integrity, theatricality, and operational excellence. Black Lagoon partners with many of the most respected bars and operators in the industry, including teams recognized by the James Beard Foundation, Tales of the Cocktail Spirited Awards, Imbibe, and StarChefs. Each season drives significant revenue growth for participating venues while generating substantial local and national press coverage. At its core, my work with Black Lagoon blends immersive storytelling, beverage program innovation, large-scale production strategy, and commercial viability. I help to build experiences that resonate culturally while performing financially.

Led a comprehensive overhaul of the hotel’s beverage strategy across all food and beverage outlets, including cocktail, wine, and spirits programs, in-room dining, and private events. Reimagined offerings from the ground up by refining menu architecture, vendor partnerships, pricing strategy, and product mix to create a cohesive, elevated beverage identity aligned with the property’s luxury positioning. Created and executed bespoke cocktail, wine, and spirits menus for each outlet, thoughtfully tailored to reflect the cuisine, clientele, and evolving market trends. Ensured every program felt distinct yet cohesive within the broader brand ecosystem, balancing innovation with commercial performance. Successfully reduced beverage costs to under 13 percent through disciplined inventory management, strategic supplier negotiations, and thoughtful menu engineering while simultaneously increasing overall alcohol sales and strengthening service execution across all outlets. Focused on profitability without compromising quality or guest experience. Developed and implemented structured training initiatives for bartenders, servers, and management teams, emphasizing technical proficiency, product knowledge, and sales fluency. Cultivated strong team engagement and ownership within the beverage program, resulting in improved consistency, elevated guest interaction, and measurable revenue growth. Oversaw beverage integration for high volume events and private dining, ensuring seamless execution from concept through service. Built scalable systems and standard operating procedures that enhanced cross department alignment, operational efficiency, and long term program sustainability. This role combined financial discipline, creative direction, operational leadership, and team development, elevating both revenue performance and the overall guest experience across the property.

Advanced from part time Brand Ambassador to Vice President of Global Education and Advocacy, reflecting sustained performance and strategic leadership across domestic and international markets. Played a key role in shaping the brand’s educational identity and global trade presence during a period of significant growth. Developed and led a comprehensive global education strategy, translating production philosophy, sensory framework, and brand positioning into structured programming for trade, distributors, media, and internal teams. Built scalable curriculum and training systems to ensure clarity and consistency of message across markets. Created and implemented a national trade advocacy program to deepen on premise engagement and strengthen key account relationships. Managed and mentored a team of brand ambassadors across the United States, establishing performance standards, training protocols, and market alignment strategies that drove measurable impact. Represented the brand at industry conferences, trade events, and high profile activations, cultivating relationships with leading bartenders, operators, distributors, and media partners to expand visibility and market penetration. Designed and executed immersive market visits and educational trips, overseeing programming development, guest curation, logistics, and experiential storytelling to ensure alignment between brand narrative and commercial objectives. Collaborated cross functionally with sales, marketing, and production teams to align education initiatives with revenue goals, product launches, and geographic expansion. This role required strategic vision, team leadership, operational discipline, and the ability to translate complex brand narratives into compelling education that supported sustained growth.

Directed all bar operations for a nationally acclaimed, high volume cocktail program recognized at the highest levels of the industry. Oversaw menu development, cost control, staff education, vendor relationships, and service standards while maintaining a creative identity rooted in innovation and consistency. Designed and executed cocktail menus that balanced technical rigor with accessibility, ensuring alignment with the bar’s conceptual framework and guest expectations. Managed inventory systems, purchasing strategy, and pricing architecture to protect margins while sustaining product quality and menu integrity. Led and developed a large team of bartenders and support staff through structured training, technical education, and service refinement initiatives. Cultivated a culture of accountability, creativity, and professional growth that contributed to team retention and elevated guest experience standards. Planned and executed large scale offsite events, including festivals, brand collaborations, and high profile activations, managing logistics from concept through execution. Oversaw staffing models, mobile bar builds, product transport, compliance considerations, and on site performance to ensure seamless execution under complex operational conditions. Maintained financial discipline while driving revenue growth through strategic menu engineering, event programming, and operational efficiency. Balanced high volume output with precision and hospitality, contributing to the bar’s sustained industry recognition and national reputation. This role required equal parts creative strength, operational leadership, financial oversight, and event production expertise within one of the most competitive cocktail markets in the country.