His firm puts brands on the front burner

Describe your business.

Back Bar USA is a full-service marketing and consulting firm with more than 25 years of experience in the beer, wine and spirits industries. We specialize in corporate and national account beverage programs with an emphasis on gaming, resorts, nightlife and fine dining. We provide marketing and promotional campaigns for suppliers, wholesalers and retailers.

Who are your customers?

We are grateful to work with, and to have worked with, such brands as Diageo, Pernod Ricard and Ernest & Julio Gallo, as well as brands from around the world. Locally, we work with hotels and casinos, along with hospitality destinations and nightlife operators. We also connect with consumers through an array of events, such as large-scale cocktail and beer events. We are involved in a variety of major events, such as Electric Daisy Carnival, Rock in Rio USA and the Epicurean Charitable Foundation.

What is your business philosophy?

Back Bar USA is about building relationships. By taking both a behind-the-scenes and customer-facing approach, we have grown to fill a much-needed void in the beverage and nightlife landscape nationwide. Our core values include confidence, individuality, flexibility, approachability, commitment and integrity. Our mission is to create and provide new experiences anywhere liquor is sold, within cities where casinos operate in America.

Why did you choose to specialize in gaming, resorts, nightlife and fine dining?

I was drawn to Las Vegas in 1987 to attend UNLV and got into the industry early, starting as a busboy at the Mirage. I eventually worked my way up to become manager at Southern Wine & Spirits (now Southern Glazer’s Wine & Spirits). My passion for beer, wine and spirits inspired me to be my own boss. My first entrepreneurial venture was the founding of Montecristo Rum, then the purchase of the Goldmine Tavern in Henderson. Growing with the city, I realized a need for a marketing agency that uniquely caters to the casino operations in town.

What is the hardest part about doing business in Las Vegas?

Experienced hospitality professionals are in high demand, so people are constantly moving on to different opportunities, which makes it difficult to form lasting connections with a new boss or vice president of a company.

What is the best part about doing business here?

Las Vegas has such a great energy, and you can definitely feel it when you’re collaborating with other likeminded professionals in this industry.

How can Nevada improve its business climate?

The state doesn’t do enough for small-business owners. Most of the focus goes toward gaming companies, so new businesses struggle to stay competitive and afloat with the state’s regulations.

What did you learn from the recession?

There is always opportunity in the worst of times — which is when I started my company. I know this industry and I know my work ethic, so I had to take advantage of the opportunity to start a company to help other businesses make the most of their marketing budgets.