Nightlife

Vegas is not enough

Social Mixology turns one, annexes Miami to its empire

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What happens in Vegas… is heading to Miami!
BarMagic of Las Vegas

As BarMagic of Las Vegas' Social Mixology — a traveling weekly speakeasy — gets ready to celebrate its one-year anniversary with a tremendous bash during March's annual Nightclub & Bar Show, BarMagic's Tobin Ellis is simultaneously planning the arrival of Social Mixology in South Beach.

Launching in conjunction with the closing night of the South Beach Food & Wine Festival, Miami's Social Mixology kicks-off Sunday, February 28 at the Delano Hotel's Florida Room. "There are a lot of similarities between the nightlife and cocktail culture," says Ellis of Sin City and South Beach. "There's a lot of excitement and talent, but the community is just starting to get excited about having great drinks. It's the perfect time to bring a little of Miami to Las Vegas and vice versa."

The Florida Room arguably is one of the hottest spots in Miami — not according to marketing or paid advertisements, but by actual bodies in the door, says Ellis, who has been visiting Miami regularly for about six years. "And you can actually get a Sazerac, a Oaxaca Old Fashioned or a Pimm's Cup from every bartender behind the bar. They have fresh eggs, all fresh ingredients... They get it, they're doing it, they're doing it well."

Miami's event series will begin with one to two parties per month to start, and with Ellis traveling to Florida and back for each party's execution. But he will not be alone; Ellis has enlisted the help of Miami-based colleagues and friends, who will help establish the Social Mixology brand until it is time for a permanent Miami team. Ellis has also tapped the local chapter of the United States Bartenders Guild for support.

It's Ellis' ultimate goal to emulate so many DJs by being the first beverage consultant with a standing guest bartending residency in two cities every week. And no doubt, he's already thought up a third to make it a hat trick.

This is not to say that Ellis is by any means giving up one inch of his devotion to Vegas' own cocktail scene. Rather, Social Mixology will bring awareness of Vegas' cocktail prowess to South Beach and Ellis will no doubt bring some of his Miami cocktail experience back to us. "Social Mixology Vegas is full-tilt," he reports. "We're just adding Miami into the mix."

In its sophomore year Social Mixology Vegas will feature, of course, new brands, drinks and venues, as well as outrageous monthly opening and closing parties, but also new components, and "lots of twists and turns," one in particular to be revealed only when the time is right (grumble grumble). While Ellis won't give away the specifics on that, he will note that music promises to be a big focus this year, with events showcasing new talent and underground music styles. Says Ellis, "I'd like to bring the three worlds together: the hospitality/food & beverage world, the music world, and the nightlife world."

You can get in on all the speakeasy-style cocktail culture by signing up to receive the secret location of each month's parties as well as the secret password and beverage industry news by signing up at socialmixologyvegas.com.

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