Dolly's and Wilfred's try pop-ups for holiday boost
The holiday season is critical for restaurant revenue because the industry slows to a crawl in January. Two Edmonton restaurants are trying to make the most of these crucial weeks with different approaches to the now storied holiday pop-up.
Wilfred's is hosting the licensed, tiki-themed Sippin' Santa event from Nov. 30 to Dec. 31. Meanwhile, Dolly's Cocktail Bar is hosting its own creation, the Holly Dolly Xmas Pop Up, from Nov. 23 to Jan 7.
What the owners of the two businesses share, aside from the holly-jolly attitude, is a belief that the expense to create or license a holiday-themed pop-up is worth it for the potential return.
"I've always really liked the Sippin' Santa concept," Marcus Purtzki, owner of Wilfred's and the Made by Marcus empire told Taproot. "The extravagant, cheeky, kind of holiday festival, I think is really cool. Some of the backstory of it is really cool. It's done by Jeff 'Beachbum' Berry, who's known to be a tiki historian."
The experience at Dolly's is more of a Technicolor take on Christmas decor, done in a similar aesthetic to what its clientele has come to expect from the highly Instagrammable cocktail bar.
Kyla Kazeil, a co-owner of The Common group of restaurants, which includes Dolly's, and the proprietor of The Bamboo Ballroom, told Taproot that because the latter business has wholesale access to design goods, the Dolly's team was able to create its pop-up in-house at an affordable price. "We conceptualize and design everything ourselves," she said.
Kazeil estimated the cost of her pop-up at less than $3,500. Meanwhile, Purtzki said his $9,000 investment in licensing Sippin' Santa also presented cost savings. The licence includes exclusive access to offer the Sippin' Santa brand in a city, a brand manual, marketing materials, recipes, and batching instructions. Restaurants make money through drink sales and hocking the brand's iconic glassware. Glassware isn't included in the licensing price, but Purtzki said it's still a good deal.
"You don't have to spend the money to get a designer to try to copy (Sippin' Santa)," he said. "It probably costs you more money, on all the little bits and bobs, for you to copy it, rather than just paying the $9,000 licensing fee."
Sippin' Santa is a pop-up experience offered by Cocktail Kingdom (an American barware distributor), which also operates the very viral Miracle. Both pop-ups began in New York City in the mid-2010s but have since gone international, this year operating 12 Miracles and four Sippin' Santas in Canada alone. Fortune covered the significant business the experiences drummed up for bars during the pandemic.