SAN DIEGO FAIR’S SPEAKEASY A SECRET SUCCESS

Those lucky enough to hear about — and find — the Jade Peacock at the San Diego County Fair, Del Mar, Calif., arrived at a secret location filled with paper lanterns, Buddha and lucky-lion statuary, and peacock paintings.  Guests could only get in by invitation using a secret password. The throwback speakeasy, which aimed to re-create the essence of an Old West Chinese opium den,  was so well-received by the fairgoers and well-liked by the industry that it won the 2017 Silver Spoons Award for Best New Concept.
Created by Sue Walls, director of catering and dining at Del Mar fairgrounds for SMG and Premier Food Services, the speakeasy’s craft cocktails featured six local craft spirit distilleries with a menu that included memorable themed drinks like: Red Lantern, Golden Temple, Fat Choy, 5 Spice Plum and 100 Birds. Spirits used were medal winners from last year’s San Diego Spirit & Cocktail Festival with some distillers doing tastings in the Jade Peacock during its run.
“The goal of the concept was to disrupt preconceived ideas of the county fair by creating a fun and authentic experience,” said Walls. “The idea was to honor the Chinese immigrants who worked on the railroads and in gold mining camps in the late 1800s.”
“We knew we could do a fun job tying in history and decorating,” said Walls. “We thought it would be a hit but had no idea how successful it would turn out to be. By the end of the fair, word spread and we had to turn people away.”
Adventurous visitors first had to locate a Jade Peacock card with the password of the day at one of three theme bar locations. The card contained instructions on accessing the Speakeasy, and a hostess inside the theme exhibit was waiting to receive the password (one day’s code: Catawampus).
Space permitting, guests were escorted to the bar’s secret location by costumed actors from Grossmont Community College. If the bar was at capacity, the hostess would take a cell number and text back when space allowed.
Guests were guided on a winding, clandestine walk through an underground tunnel up to the highest spot on the 5th floor of the fairgrounds grandstand where they found the elaborately decorated lounge with a spectacular view of the fairgrounds and Del Mar.
“Have your method of leading people to the bar well-established,” warned Walls for other venues that want to pick up on the concept. “Getting the people up to the space was the trickiest part. Keep it simple; no reservations; no online reservations; take phone numbers when the bar is full.”
There was very little marketing involved. “There was no ad campaign; there was nothing on the website; it was all word of mouth and helpful journalists,” said Walls.
The bar was created out of an unused storeroom. “No one ever goes up to that area; it was perfect.” said Walls, who hand-picked the furniture and decor from downtown Los Angeles with a team member.” The entire project, including the decorations, costumes, video and music cost $4,300.
“It was a super team effort,” said Walls. “I set up a Pinterest board and the whole team added to it,” she said. “We involved the entertainment department who provided actors; we engaged the people who ran the exhibit hall to plant our hostess station; we went to the San Diego Distillers Guild meeting to market it.”
“I have to give all the credit to Sue Walls,” said Tim Fennell, CEO, San Diego County Fair. “It was her brainchild and her creation.”
“It was a great marketing tool,” he said. “It was so creative, and very, very successful. It certainly added to our fair menu and the guest experience at this year’s fair and the fun.”
Fennell loved that “it added a new dimension to the fair that we didn’t have before.”
A total of 2,274 people visited Jade Peacock over the four weeks of the fair; it was only open on Friday and Saturday nights from 6:30 p.m. to 11:30 p.m. On the nights that the speakeasy wasn’t open to the public, it was rented out. The four-week gross was $37,745.
Specialty drinks cost $18; wine and beer were $10 each. “Our per cap was $20 per person,” said Wall. “We had people come up who didn’t even drink; they just wanted to see the room and be part of the fun.” The average guest stayed in the Jade Peacock for “about an hour.” Around 300 people visited each night.
It took two bartenders, one barback, two managers, two hostesses, two actors and an ambassador to run the speakeasy each night.
Reaction was so great that Del Mar fairgrounds is using the concept for their Halloween Scream Zone event and renaming it Demonology. The only change? “People walk into the tunnel through a port-a-potty,” said Walls, laughing.