Michael Frey and Craig Gilbert own Rhumbar at the Mirage, Tacos & Tequila at Luxor and the Cigar Box, which recently closed its location on Western Avenue and is in the process of opening a location near Caesars Palace. The duo say they have several food and beverage projects in development and expect to make official announcements during the second half of this year.
What is the best business advice you’ve received, and whom did it come from?
Frey: The best business advice comes from yourself. Even if something seems like a good idea at the time, it’s always important to question yourself. Always triple-check and don’t let the heart overrule the brain.
Gilbert: Don’t feel like you need to keep up with your peers, because your circumstances may not always be the same. Always stay true to what you know.
Where did the name Rhumbar come from?
Frey: We wanted the name to represent the Caribbean-style concept, and to complement the theme of the Mirage. Mojito and rum drinks were becoming popular again and we liked incorporating the French spelling of rhum and also the reference to rhumba, the dance of love.
Gilbert: We wanted to do something new and different. Our lead designer was from the Dominican Republic, so he had a lot of passion for the Caribbean and for the colors, flavors and texture. So, we tried to integrate all three of those things into the design.
What has been your most exciting professional project?
Frey: They’re all exciting. Everything we’ve done has been original. We strive to create a new and exciting vibe for our concepts with huge visual graphics, great food, a great atmosphere and fresh cocktails.
We’re also very design-centric. When people come to our venues, we want them to feel as if they are in the Caribbean or Mexico City.
Gilbert: We think there is a lack of original vision at a lot of places, which often leads them to close after a short run.
What are you reading right now?
Frey: I’m reading “The Rocks,” by Peter Nichols. I normally read two books simultaneously. I’m also reading “The Zone of Interest,” by Martin Amis.
Gilbert: I’m reading “Cometh the Hour,” by Jeffrey Archer.
What do you do after work?
Frey: After a day in the office and visiting our various locations, I’ll either have dinner with friends, read or watch movies. I love visiting with friends at their concepts. We have a lot of friends who are chefs in town, so we like to hang out in the kitchens or grab a bite with a glass of wine at the bar. I love Sen of Japan; I think it’s one of the best sushi restaurants in the United States. I love eating at Cut and Spago; they are classic. When I want to spoil myself, I love Atelier at the MGM Grand or Strip Steak.
Gilbert: After work, I normally enjoy working out or playing ice hockey.
Describe your management style.
Frey: Both of our management styles are non-ego-driven. Our mantra is “lead by example, treat people the way you would want to be treated.”
Gilbert: I always try to be fair, firm and consistent.
Where do you see yourselves in 10 years?
Frey: We’d like to develop more concepts and perhaps be contemplating retirement. Every day is fun coming to work, and we’d like to continue to create and build unique experiences for customers, while trying to make them as profitable as possible.
What is your dream job, outside of your current field?
Frey: To own an art gallery. My passion in life is collecting art, mainly photographs. I’ve already turned one vice into a vocation by turning my cigar habit into a thriving cigar business, so I’d like to turn my other passion into a world-renowned photography gallery.
Gilbert: To be a Formula One race car driver. I love anything racing — motorcycles, cars — and I also enjoy anything involving technology.
If you could live anywhere else in the world, where would it be?
Frey: The island of Capri. It’s my favorite spot on Earth, and my wife and I go there every year. It would be a dream to split my time between an apartment in Paris and a villa on Capri.
Gilbert: I would live in Australia because the people are great, the climate is great and the food is amazing.
Whom do you admire?
Frey: I admire my wife the most. She’s an incredible human being and the most incredible business person I’ve ever seen in my life.
Gilbert: I really admire Michael Frey. In spite of all the obstacles we’ve been through, he always remains true to himself and he has the biggest heart of anybody I know.
What is your biggest pet peeve?
Frey: I procrastinate too much when I shouldn’t and at times, I don’t seize the initiative soon enough.
Gilbert: My biggest pet peeve is when people from outside of Las Vegas try to teach the locals how to properly live in Las Vegas.
If you could change one thing about yourself, what would it be?
Frey: I’d be more aggressive when it comes to my business ventures. That feeling tends to come and go in spurts, rather than being able to switch it on all of the time.
Gilbert: I would like to be more patient and more tolerant.
What is something that people might not know about you?
Frey: Sometimes I have a wicked sense of humor. I’m pretty low-key, but if you know me well enough, you’ll get to see that side of me.
Gilbert: Most people don’t know that I was born in South Africa, and I can ride a unicycle.