The Roaring Twenties bring to mind flappers, gangsters, and speakeasy bars — one of the only places you could get alcoholic beverages during the Prohibition Era. Though the 18th Amendment was repealed and bars are free to serve alcohol, modern speakeasies help the speakeasy culture live on.
Origins of the Speakeasy
Speakeasy bars, sometimes called blind pigs, were popular between 1920 and 1933 when the sale and consumption of alcohol were banned throughout the U.S. These hidden establishments were one of the few places you could purchase and consume alcoholic beverages without judgment.
However, the threat of law enforcement always loomed, which is why Prohibition Era speakeasies were hidden, often behind a secret door, in a basement, or through an unmarked entrance. To enter the hidden bar, you had to know where the entrance was and give a doorman a password. The passwords were shared quietly so law enforcement wouldn’t hear you, which is how speakeasies got their name. You’d have to “speak easy” or quietly to get and share the password.
Modern Speakeasies
Though the Prohibition Era is long over, speakeasies live on. The small, low-key setting proved popular with patrons, and the allure of having a password and knowing where the secret entrance is enhances the exclusiveness of modern speakeasies.
Here are the essential elements to include in your speakeasy concept.
Have a Hidden Entrance
A plain and unassuming “front door” is a critical part of every speakeasy, and if you can disguise it with another element (say behind a bookcase or phone booth), even better. The idea is to make guests feel they’re stepping through a hidden entrance into a Prohibition Era bar or a secret society. Passwords are optional but encouraged!
Tell the Story
Some speakeasies have been around for ages, allowing owners to use the true history of the establishment to create a compelling narrative that captures customer’s interest. Even if your new speakeasy doesn’t have such a history, creating a story helps set the scene, inviting patrons to imagine what it would have been like to be at your establishment during the 20s.
Low Lighting
Speakeasies were dimly lit, partly to afford patrons privacy but also to avoid drawing law enforcement’s attention. The low lighting levels also helped create a feeling of exclusivity and made guests feel like they were in an oasis or haven.
While modern establishments don’t need to worry about law enforcement, using low lighting levels helps patrons feel that they’re back in the Prohibition Era and trying to avoid discovery.
Vintage Furniture
Along with dim lighting, speakeasies often had dark wood furniture and plush seating. Your speakeasy can incorporate the same elements but also consider bringing in Art Deco accents. Use sleek, geometric forms, bold colors, stained glass, and ornate details to create a sense of luxury and glamour.
Jazz It Up
While the Roaring Twenties is associated with Prohibition, it’s also known as the Jazz Age. During that time, the U.S. saw a wide range of social and cultural changes, including shifts in social attitudes and new dance styles, which is why no speakeasy is complete without jazz musicians.
Consider having at least one or two live jazz acts per week at your speakeasy or play jazz music over the speakers if live acts aren’t possible.
Craft Cocktails
No speakeasy would be complete without a unique selection of craft cocktails and innovative beverage offerings. Consider reviving a few classic cocktails like the Scofflaw (whisky, dry vermouth, lemon juice, and grenadine) or the Aviation (gin, maraschino liqueur, fresh lemon juice, and creme de Violette).
Change Your Marketing
Marketing and advertising your speakeasy should take a different approach than a modern bar. During the 20s, word of mouth was the only way to learn about a speakeasy, and that’s something you can still leverage today.
For example, it’s next to impossible to forgo a website or social media presence, but consider sharing only cryptic photos and clues about your speakeasy. Encourage patrons to share their experiences quietly or vaguely to increase the sense that there’s something special about your speakeasy, but potential guests need to experience it themselves.
Enhance Your Concept
The modern bar industry is competitive, and a speakeasy can help you stand out in a crowded market. Crafting a unique speakeasy experience and marketing it is different from other bar concepts, and Kezner Consulting is here to help.
Schedule a free consultation today, and we’ll help you refine your speakeasy concept, create a roadmap that ensures a strong launch on opening day, and provide you with ongoing support.
