Today we’d like to introduce you to Emily EASTERBROOK.
Hi Emily , so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
In the heart of New York City, where the pulse of nightlife beats strongest, I carved a niche that would redefine experiential events within the hospitality industry. My journey began over 2 decades ago, tending bar at various family chain restaurants and nightclubs across the city. As I mixed drinks and served patrons, I soaked in the vibrant, eclectic energy of New York’s social scene. Yet, as I moved from one establishment to another, I noticed a repetitive pattern in how events were executed and how brands interacted with consumers. It was all too familiar and often lacked depth.
Driven by a desire to introduce a more engaging and meaningful way for consumers to connect with brands, I founded the Bowery Collective. This venture was not just a business; it was a rebellion against the conventional, an endeavor to craft experiences that went beyond the typical and ventured into the extraordinary.
The first of my innovations was Arte Agave, a festival that celebrated the rich heritage of Tequila and Mezcal. Unlike the usual drink tastings, Arte Agave was a vibrant community event that engaged senses and spirits alike. It was here that attendees didn’t just taste spirits; they immersed themselves in the culture and traditions behind them, surrounded by art, music, and the stories of centuries.
On the other side of the spectrum, I introduced the Whiskey Washback, an event that redefined whiskey tastings. Moving away from the stiff, often pretentious atmosphere of traditional tastings, Whiskey Washback brought a casual yet sophisticated flair to the scene. It was a place where aficionados and novices alike could explore the nuances of whiskey in a setting that was both informative and exhilarating.
These events were not just parties; they were educational experiences cloaked in festivity, designed to capture the imagination and ignite a passion for discovery. My approach to event creation within the hospitality industry was clear: make learning about spirits compelling and fun. I transformed the mundane into the extraordinary, ensuring that every event was a memorable journey.
Through my innovative vision, I not only changed how events are perceived but has also set a new standard for brand engagement in the hospitality industry. My company, continues to push the boundaries, proving that with creativity and passion, the possibilities are endless.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Starting a new business with my husband while buying a house outside of New York State and expecting our first child was a whirlwind of challenges. In those early days, my husband continued his shifts behind the bar, pouring drinks late into the night while I focused on getting our business off the ground during the day. It was a balancing act that I wouldn’t recommend to anyone—managing a startup, moving to a new home, and navigating pregnancy all at once was overwhelming to say the least.
However, it was our mutual passion for our vision and our deep love for each other that carried us through those tumultuous times. The long days, the late nights, and the financial uncertainty could have easily broken our spirits. But instead, these challenges brought us closer together. We were not just business partners; we were life partners, tackling every obstacle hand in hand.
Reflecting on those early days, I see them as a testament to our resilience. Our commitment to each other and to the innovative experiences we wanted to create within the hospitality industry was unwavering. We believed wholeheartedly in the power of bringing people together in meaningful, memorable ways, and it was this belief that propelled us forward.
The journey was fraught with difficulties, but every small success fueled our determination. With each event we hosted, from the vibrant Arte Agave to the spirited Whiskey Washback, our confidence grew. We were creating something new, something exciting, something that resonated deeply with our community.
Now, looking back, I can honestly say that the hardships were worth it. They were integral to our growth, both personally and professionally. We’ve built not just a thriving business but a life that reflects our passions and values. It’s a life filled with love, creativity, and community—a life that we dreamed of during those hard early days.
So, even though I wouldn’t recommend the path we took to others—because it was incredibly hard—it was the right path for us. It led us to where we are today, and for that, I am profoundly grateful.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
With a flair for the creative and a detail-oriented mindset, I design experiences that transcend the typical. My expertise lies in weaving the rich, cultural tapestry of Agave and the timeless elegance of Whiskey into events that not only engage but enlighten. From intimate tastings to grand celebrations, each event is a journey through the senses, crafted to leave a lasting impression.
At the heart of every event I create is a deep-seated commitment to aesthetic excellence and experiential impact. I pride myself on my ability to capture the essence of a brand, translating it into physical spaces and moments that speak volumes. It’s about creating a narrative that resonates, connecting consumers with brands in a way that’s both intuitive and insightful.
Working hand-in-hand with brands, I sculpt the ambiance and mood of each event to align with their unique identity. My goal is to create spaces and experiences that are not just seen or attended, but felt and remembered. It’s not just about the event; it’s about the memories we create and the stories we tell.
I’m always eager to collaborate with like-minded brands, individuals, and fellow creatives who share a passion for exceptional design and the world of fine spirits. If you’re looking to transform your next event into an unforgettable experience, let’s connect and make some magic!
Can you talk to us about how you think about risk?
Every step we took was fraught with risk. We launched our business with no financial safety net—no loans, no venture capital, nothing but our own savings and sheer determination. At the same time, we were transitioning into a new home, moving out of New York while I was pregnant and while my husband continued working across state lines. It was anything but a conventional approach.
Many might look back on our choices and question our sanity. There was no easy option, no guaranteed success waiting at the end of our path. Every concept and project we undertook was infused with creativity and innovation, each carrying its own set of risks. And yes, relocating with our young child while maintaining our professional commitments in different states might seem like a recipe for disaster to some. But for us, it worked.
I can vividly recall the doubts and the sleepless nights, wondering if we had made the right decision. It wasn’t just a career on the line—it was our family’s future. Yet, despite the fears and the potential for failure, I am profoundly grateful that we didn’t opt for the easier road. I am thankful that I didn’t settle for a routine job, as many around me suggested. Instead, I chose to chase a vision, to build something from the ground up, to truly invest in what I was passionate about.
Now, looking back, I see that taking such risks was essential to defining who I am today. I crafted my own path, faced the unknown, and emerged not just unscathed but with a thriving business that challenges the norms of our industry. This journey has taught me the irreplaceable value of following your passion and committing fully to what you believe in.
To anyone standing at a crossroads, uncertain which path to take, I say: go all in on what you love. Embrace the risks, and don’t shy away from the path less traveled. It’s not just about success or failure; it’s about living a life that’s truly your own. No one can ever take that away from you.
Pricing:
- https://arteagave.com/arte-agave-ny
- https://arteagave.com/aa-miami
- https://arteagave.com/aa-miami
- https://arteagave.com/arte-agave-atl
- https://www.whiskeywashback.com/2024-ww-atl
Contact Info:
- Website: https://bottleraiders.com/
- Instagram: https://www.instagram.com/arteagave/
- Facebook: https://www.facebook.com/Whiskeywashback
- Linkedin: https://www.linkedin.com/in/emily-easterbrook-7a922390/
Image Credits
Raymond Hamlin, Errich Petersen, Luis Antonio