We were lucky to catch up with Meg Paradise recently and have shared our conversation below.

Meg, looking forward to hearing all of your stories today. Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

I was reading a book before bed about the alcohol industry, and that night I had a lucid dream about opening an alcohol-free cocktail bar, and the name Umbrella Dry Bar came to me. The next day I began researching how to file an LLC and how to incorporate, because I thought the name was so perfect. I then began journaling about what I wanted the space to look and feel like, and then found business plan templates and started refining. Next, I had to find a space, so I started looking at what was available. This was an arduous process, without any background in commercial real estate AND not yet having a viable business (just an idea). It was important to me, though, to go straight to a prime location, because I knew the reward would absolutely be worth the risk. I studied a lot of terms and walked through spaces and vulnerably asked questions. I found a space that I loved because it was a blank slate and I could really refine my vision by standing in the space (so many times, for hours). I learned about and signed a letter of intent, and then the building transferred hands, which gave me some extra time to seek investors (the most challenging part.) The blank slate was great, but it also was going to be quite costly to do construction. I had an architect draw up a test fit, and received bids from GCs. Luckily, the new building management provided more tenant allowance after negotiations (a new process for me), but it still was going to be a burden to become operational with the level of construction needed. I worked with a financial consultant to help me build a pro forma to prepare to ask for funding. This was hours of meetings, and stretching my brain in ways that I haven’t done in years. In the meantime, I also engaged an incredible group that created the branding and logo. This process was one of the most fun, because I could share my vision, and then see a matching brand ecosystem that embodied it all. I applied for and was awarded a grant from the City of Raleigh. A friend of a friend set up a website for me with the new branding materials. For this, I spent hours writing the content. During this time, I was still seeking investors, turning over rocks, and did end up finding a group that was interested and committed to the entire ask. All the while, I was connecting with vendors, introducing myself, and sampling non-alcoholic products to see what I liked.
Then, I started building a social media presence. Somehow in this time, an incredible woman, Torie, reached out to share her interest in the brand and requested to be involved. Her background is in herbalism, wellness, mixology (as well as yoga and medical astrology). We clicked immediately. I engaged her to write the menu. We had biweekly check-ins to discuss the progress and ensure the vision was being executed. Soon after, the committed investor group backed out. This led me to start over on the funding side. Without getting distressed, I just continued building the brand, knowing that the money would end up following. Soon after, I was introduced to a local restaurateur, and he showed me a new space that would be a lot simpler to get in to because it’s currently operational. I had to break the letter of intention at the other space, knowing that the new space was in a better location and would be easier to get in to because as a second generation, there would be significantly less construction.
I decided that it was important to start connecting with people in real life to get the drinks into their hands, so I asked my yoga studio if I could do a free pop up event at the studio. The graciously obliged, and I offered a happy hour after a master class. This was really cool because my parents (Seattle) and sister (Charlotte) happened to be in town and helped me behind the scenes get the event set up and taken down. There was a very positive response, which gave me confidence. Around the same time, a woman reached out asking to help with social media. I hadn’t thought to hire that out yet, but I decided to do some interviews to get a feel for what was being offered across the market. I ended up hiring the one who sought me out, for her creativity, organization, and youthful “cool factor”. I started scheduling more pop up events, and each was more and more successful. After just 2 or 3, people began reaching out to Umbrella to collab together for events. I also learned how to make an e-commerce store attached to our website, and began selling product there for local pick up.
Near the beginning of the year, a news article picked up the story on Umbrella, and after that, the traction just exploded. We haven’t opened our brick and mortar yet, but have such a large list of pop up events that won’t stop. We’re so grateful! Even though I wanted to space to be open so much earlier, the divine timing is working out. There are so many things I needed to learn (and still do!) before we can open our doors.

Meg, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

Approx 5 years ago, I was pregnant with my first son. At the start, I felt like I was “missing out”/restricted by not being able to drink while pregnant because I was still attending all events, parties, neighborhood hangs, etc that involved alcohol. After a few months, I realized I wasn’t the one missing out – I was the one truly living life, while also creating life, which is such a blessing! Between baby #1 and baby #2, I went on a pretty strong “health” kick, mostly because I became so enamored by the capabilities of our bodies! (I’ll spare you the soapbox here – but this was a pivotal shift for me, trusting myself and wanting to encourage women to find ways to be more in tune with what our bodies are telling us and not ignoring our intuition. We are capable of amazing things) At that time, I set a better foundation for myself health-wise, and didn’t drink much. After baby #2, more opening of eyes to life without alcohol, and a broadening of intuition and trust. I stumbled upon “quit like a woman”, and decided to start a personal experiment with no end goal or parameters besides not drinking at events or activities that I typically would. The first one was a work trip to Austin. I met my work friends (via bike) at a brewery but didn’t have a beer. We went to a few unique restaurants, and I didn’t sample the creative cocktails. It felt amazing – I was going to the gym before work, fueling my body, was so on point in meetings, still attending dinner functions, and getting great rest. That led to more experiments – no wine at book club, no champagne on NYE, etc… but instead, I found so many fun alternatives, and each day was feeling better, stronger, and clearer-headed (is that a word?). The thing missing was the SPACE to have social, adult interactions that also didn’t revolve around alcohol. A few restaurants and bars have started adding no/low alcohol sections to their menu, but the environmental pressure still exists to drink there. I’ve added other positive aspects to my routine that prepares me for these events, and it no longer is even a second thought. I don’t feel like I’m missing anything – and that’s exactly my goal for opening Umbrella. There is no lack or missing out – it’s BETTER than a night of drinking, in every single way. Umbrella is where mindful drinking meets intrigue. We are a full-service, purely non-alcoholic bar. Umbrella is a curated zero-proof bottle shop. And we host events & pop up events focusing on wellness, self-love & connection.
We offer a purely non-alcoholic, warm, welcoming space – we make room for people to come together to fully experience being free from alcohol in socialization. With our intentionally crafted, transparent cocktail menu and curated retail bottle selection – we take time to pour up our offerings so consumers can feel confident and empowered to further their journey beyond the bar. We thoughtfully apply a multi-dimensional wellness approach – from social wellness (designing an attractive space for people to come together) to physical wellness (presenting non-alcoholic offerings in combination with yoga pop ups, etc) and intellectual wellness (encouraging community members to learn more about the alcohol-free experience / journey)

Can you share one of your favorite marketing or sales stories?

Just this week we had an incredible event that turned into a marketing boon. The menu is complete, but we don’t have our brick and mortar yet, so I wanted to do an event to highlight the menu in a setting that would replicate what customers might feel at Umbrella. Luckily, a local bar owner reached out to say they wanted to do something together for Dry January that could help boost Umbrella, and also highlight the mocktail program that they always have. So we worked out the details within a few weeks, decided to sell early bird tickets to gauge interest. I picked the menu items, ordered inventory, and started promoting it on social media. Killjoy, the bar where we held the event was more supportive than I could have imagined. We sold out of the first set of tickets (40), added more (100), and nearly sold out of that set. It was important to set the vibe – have a party setting for people to get a taste of what Umbrella will be like. Killjoy engaged a DJ and live painting artist, set the space, and offered their bartenders to make our drinks. We promoted it, and, despite being on a rainy Tuesday in January, about 150 people showed up, all drinking non-alcoholic cocktails from our menu! It left me speechless. The attendees were so excited and hyped for the event, they crushed the bartenders early on. They also, unsolicited, created incredible user generated content on social media. This led to a huge increase in followers. We didn’t even make a ton of money off of the event, after expenses, but were in the black AND had a huge pop in growth. This will lead to more opportunities to discuss our crowdfunding investment campaign, and share our story through the lens of the customer. We also had a professional photographer take drink pictures, and they are STUNNING! Again, this will lead to many more opportunities. So excited!

Are there any books, videos or other content that you feel have meaningfully impacted your thinking?

I have a list of books that I have read in the last year and a half. It’s probably different than typical “management” books, but they have helped me significantly gain confidence, trust myself, and follow the process as it happens.

A Happy Pocket Full of Money: infinite wealth and abundance in the here and now – David Cameron Gikandi
The Alchemist – Paolo Coelho
Alchemy: the dark art and curious science of creating magic in brands, business and life – Rory Sutherland
May Cause Miracles – Gabby Bernstein
The Power of NOW – Eckhart Tolle
How to Quit Like A Woman – Holly Whitaker
Breaking the habit of being yourself – Joe Dispenza
Pouring with Heart, by Cedd Moses

Contact Info:

• Website: www.umbrelladrybar.com
• Instagram: https://www.instagram.com/umbrella_drybar/
• Facebook: https://www.facebook.com/umbrelladrybar
• Other: www.wefunder.com/umbrelladrybar

Image Credits
Andrew Albright