Why Experience Matters - For Guests & Team with Cortnie Cozeck

Whitney Lee: Hey everybody, welcome back. Today's guest is someone that is gonna have a unique conversation. I'm really excited about it and it's a unique concept we're gonna be talking about. So I wanna introduce you to our guest today.

Her name is Cortnie Cozeck She is the VP of Operations for Barter and Shake based out of Phoenix, Arizona. Hey Cortnie, welcome to the show. Cortnie Cozeck: Hi, Whitney Thanks so much for having me. Excited to be here.

Whitney Lee: Of course. ⁓ Well, I love to start these off letting our guests share a little bit about themselves and kind of their journey in the hospitality space and ⁓ kind of how you got to where you are today. So give us a scoop. Cortnie Cozeck: Absolutely.

So I'm originally from San Francisco. I moved out to Phoenix with the rest of the herd in 2020 for the pandemic. But my hospitality career started really young. I started in my 20s at Starbucks during the glory days with Howard Schultz as the CEO and really, really grew my foundation there as a leader, learning about culture, building my way through the ranks there.

And I did about a 12 year stint with them. And then I went on a sabbatical, which they call a coffee break. So you get to do that after 10 years. And so I did that and realized that it just, wasn't fitting me anymore.

And so I pivoted and I did a brief stint in ⁓ property management, which I learned really quickly was not for me in terms of the intensity around legality and I just was, yeah, it was a really big pivot from being in people's everyday lives and building community and connection in a guest facing role versus being behind a desk and handling vendor relations and ⁓ dealing with attorneys. So I exited out of that really quickly and I went up to the Bay and I ran Nespresso's only flagship store on the West Coast.

And I did that for about two years. really enjoyed it. was really fun to come in and build their F &B scene and get to know the Bay through this guest facing role. And then I had the opportunity to transition out and take over a historical bar right over in the Fai Dai in Chinatown called Comstock.

And so Comstock had been an institution. Anthony Bourdain was our regular. And I fell into that leadership role by happenstance, the manager. at the time had stepped out and I didn't quite know what I was getting into and I was plunged into the deep end of not just...

true proper hospitality, but the bar world as well. And both intersect really lovely, but it's quite, it was quite a pivot and quite a journey. And so from there, I ran that until we had the pandemic. And then I came out to the Valley and Barter and Shake scooped me up and I've been with them for about five years.

I started as the director of operations and then was just recently promoted to the VP of ops. And I've had an amazing journey with them thus far. It's been, I tell people all the time, it's my dream job. I love to have positive effects within our community, within my company, and then within the business.

And it's really just been able to allow me to exercise all those things I'm really passionate about. Whitney Lee: Okay, I am a huge fan of Century Grand and spoiler alert for everybody listening, that's actually what inspired me to reach out to Cortnie because I was like, what they're doing is so unique. And I see lots of people jumping on the bandwagon now, but I feel like Century Grand, Barter and Shake, ⁓ really is, they were one of the pioneers that really got into this cool, experiential type of space.

So for maybe anybody who's listening that doesn't know ⁓ about Barter and Shake or Century Grand, maybe give them, to me it's one of those things you gotta experience, but let's paint a picture as well as we can for everybody listening. Cortnie Cozeck: Yeah, absolutely. So within Barter and Shake is our parent company. And within that parent company, we have quite a few bars.

We've got Say Less, which is on 27th and Indian School, and that is our neighborhood speakeasy, loungy bar. And then we've got Century Grand, which is three bars in one building. It is the original undertow, which is our tiki bar. Platform 18, which is our replica of a Pullman train car.

So you're riding through ⁓ the boroughs of New York and then you get off the train and you step into 1920s Chinatown, which is the Greyhen. And then we have a secondary undertow location out in Gilbert. But Century Grand in itself is definitely our, I'd say it's our flagship location. It is the best example of what we do in terms of storytelling and hospitality.

So you walk, pull into a parking lot where it looks very unassuming. You're like, great, grand and you open the doors and you're led into what is essentially a rick house and so if you haven't been to a distillery you're surrounded by whiskey barrels from the ground up to the floor I'm sorry to the ceiling and then you are ushered into whichever experience you're desiring that day so if you want to go a little bit more elegant and a little bit more ⁓ you know elevated I'd say Platform 18 is really the direction to go there and you'll be able to experience going through the five boroughs and the menu reflects that, right?

So you're being inspired by immigrants and the different flavors that you would experience in the city and the team there is just... Amazing, you know, everybody really takes hospitality to the next level. And then the Grey Hen, you don't need any reservations for, we always encourage you to come on in and experience that and you're going to find that menu is going to be influenced by the same flavors of going through Chinatown and what are you seeing? Is it pecking duck?

Is it wonton soup? And every drink kind of tells a story. And then if you go into undertow, you are then ushered into the whole of a night, or I'm sorry, to a 1820 Spice Ship. ⁓ And so you've got portholes that line the wall and you can see the screens moving.

You're essentially riding out a storm and you get to have a great time drinking a wide variety of rum and flavor profiles. So I always tell people if you want to do all three, come with a base layer and a strong liver. takes a heck of an experienced drinker to be able to work through all three. ⁓ But each time you come in, it's really coming in and ⁓ encouraging you to try something that's new and escaping what's outside those doors right now.

Whitney Lee: Yeah, I think it's like this interesting, amazing mix of like... delicious cocktails, but also like entertainment of some, or you know, I say like experiential bars, but like it is a form of like, it's an entertainment for me. It's one of those places that anytime somebody ⁓ visits, I'm like, this is something you gotta check out. And from a marketing and PR person's perspective, that is such a gem ⁓ because we always, you know, one thing we really push on our clients or any brands that we advise is like, What's our wow factor?

You know what I mean? You can make a delicious cocktail. We've had many speakeasies and bars that we've represented, and the actual product was amazing, but there was just really nothing that would wow you. The presentation was just like in a normal glass.

The setting is pretty, and it's fine, and the chair was comfortable, but there's really no wow factor, you know? So I feel like you guys have really found such a cool way to just wow people. Cortnie Cozeck: Yeah. Thank you.

I have to say that I think I agree with you 110%. But I think the things that really make it unique and different are the people and the people that we have within that space that. on our guest every single day. I can give you the best cocktail you've ever had and I can give it to you in a space that's unique and overloads the senses.

But if you don't have somebody across from you that isn't loving on you, anticipating your needs and making sure that when you get up, you have felt cared for. It doesn't last, And so it almost goes down to that saying of people will remember how you make them feel. And that is something that we really live by within the barter and shaken century grand essentially, right? It's how are we taking people, welcoming them into our space, which can be very overwhelming, right?

Like we've got train whistles. When you're sitting on the train, the seats are rumbling because we want to mimic going down train tracks. there's a lot going on and the menu is complex. And so when you have a guest that walks through the door, it is absolutely essential and it is in our ethos to make sure that when you're welcomed, you feel like this is your space.

And hopefully you've experienced that the multiple times that you've been there. And I would imagine that's why you keep bringing guests back as well. But it really comes down to the people and the team that's within that building. Whitney Lee: And I think culture is something that we talk about so often in the hospitality space, especially now that our whole world has become so digital, you know, that it's like when you actually do get out for an experience like this, whether it's a date night or having a cocktail or a dinner somewhere, it's like the human interaction element is so important.

And I think that all starts with like the... you know, the team that you select and like the culture that you build and maybe the expectation of like you're not a bartender, you're not a server, like you are leading these people on an experience. Cortnie Cozeck: Absolutely. Yeah, we like to remind people that we're in the people business.

So if you don't like people and you're not interested in making sure when somebody leaves, they're thinking about the interaction that they've had with you, then we're not for you. And that's quite all right. But at the beginning of the day, that's how we start every single one of our shifts is making sure that all of our team is reminded that not only is this about a great product, right? We have to do our product well.

We only serve cocktails. So, you know, 95 % of my sales is coming from a great crafted cocktail. What are we doing at the end of the day if a guest hasn't gotten up and hasn't been like, wow, that was an amazing conversation. That was a great connection.

And I think in terms of culture, a lot of that comes from how we show up as leaders for our people. And so the care that you're receiving as a guest is a direct correlation of the care that our team is getting on a daily basis within Barter and Shake. So we believe in homework, life balance. We believe in full medical density.

and I, we have pet insurance, we want you to take your vacations, we front load everybody with PTO as soon as they're hired, we want you to be able to take a sick day, please don't come in if you're not feeling well. The hospitality world has really taken and was kind of turned upside down in 2020 and I think a lot of people in the industry stopped and went, this is not working, this is not working and we don't want to Spread our people so thin we don't want to spread our organization so thin and I think it was a really massive Reset for everybody and I know for myself included, you know coming back to the table It was really like how are we giving back to our people?

Right, you know, do we what's the point of having insurance if you know, 90 % of our employees don't Use it because it doesn't work for them, right? And so every day I tell my my team they're my guests. It's job to make sure that my team leaves the buildings with the exact same feeling that our guest has. I've been seen, I've been heard, I enjoyed my experience and I want to come back and I want to do it again.

And so when we speak about culture, I think that that's a big proponent in what we do at Barter and Shake and I think our success is a direct correlation of that. Our people, when they're cared for, they give that back to the guest. Whitney Lee: Do you think that it's selecting, when you're going through the hiring process and you're building out a team, do you think it's selecting people that already have that little nugget inside of them where they just love people? Or do you think culture is something that can kind of be influenced and taught?

Cortnie Cozeck: I think it's both, but I think it absolutely starts with who you hire. Absolutely. I've really encouraged my team to go, is this person going to take you to the next level? And what is that next level?

That is. stellar hospitality. We're surrounded by bars in every direction and hospitality groups in every direction. What sets us apart, right?

Anybody can come in and hold open the door and bring a tray with cocktails, but it's very different when you have somebody who wants that human connection. And that's one of the main things we ask in our interview is what is hospitality to you? And if you can't clearly define that or you can't give me an example of this is how I reenact hospitality, on a day-to-day basis, then chances are we're probably not aligned and we're gonna have to find another candidate. But yeah, I think it absolutely starts with who you hire and then fostering that culture.

And then your GMs, right, they're the conductors of that on a day-to-day basis. So yeah, it's a great call out. Whitney Lee: I think that, you know, especially now with like, as Gen Zers get into the workforce. they are so passionate about doing work that lights them up.

It's like been statistically proven that they will take jobs that pay them less if they feel like they are making an impact and they feel like they are doing something that they love or you know they're making a difference. So it's interesting to me how I don't think that's true for other generations and the fact that like ⁓ other generations to me are more money focused whereas Cortnie Cozeck: Mm-hmm. Whitney Lee: Gen Zers are now coming into the workforce and they just want to feel like they love what they do.

And I think that you've got... Cortnie Cozeck: Absolutely. Whitney Lee: Yeah, so it's like I even say this about PR. PR is not freaking rocket science.

It's really not. I can teach somebody if somebody is really that interested in marketing and PR, I can teach you any skill, you know, as long as you have the willingness to learn it, but you have the right work ethic and the right motive. One of the best and longest team members I've ever had had no experience in this. Zero.

If I would have looked at her resume and never spoke to her I would have never hired her but you talk to them and you're like wow this person wants it there's something about wanting it you know Cortnie Cozeck: Absolutely. Absolutely, right, and going back to your original point of Gen Z wants to do something that lights them up. Can you blame them? Like, don't we all, don't we all want to leave 40 hours of work and go, wow, I feel so fulfilled.

wow, that was enjoyable. Yeah, it's not going to look and feel like that every single day, but it should, right? So I can't blame them for wanting something that's going to provide them with the opportunity to leave and go, wow, this is really satisfying. And to your point, it takes a particular person.

The hospitality industry is not always easy. It can be challenging. And so when we find those folks, Whitney Lee: Yeah. Cortnie Cozeck: that hospitality is the core reason that they want to be in the industry.

We really try to hang on to them and make sure that they feel seen and heard and cared for so they can continue to grow in that career. Whitney Lee: I think you hit the nail on the head though of saying like don't we all want that and I'm like, know what? That's such a valid point everybody does want that but I think the difference is is that other generations not I'm not gonna call out one specifically but like other generations are taught like wouldn't that be nice but that's not how life works like work is work you come in and 40 hours and you can't wait to get off you can't wait for your weekends you can't wait for your day off because work sucks and it's just a job and it's you just got to have money because we're all slaves to this thing called money you know ⁓ but I think it's just a maybe it's like a ⁓ belief that somehow these other generations have come to to buy into is that like work just has to suck because it's work Cortnie Cozeck: Yeah, I hope that we can take that lesson and we can funnel it up the generations because I'm here for it.

I love to work, but I love to work because I have a job that fulfills me. And that's something I ask my team regularly. Is this fulfilling you? Is this serving you?

Because if it's not, it's 40 to 60 hours out of your week. That's your life. And it goes fast. And so if this isn't how you're wanting to spend your time and this isn't what's fulfilling you, then please, by all means, move into another industry, explore other avenues.

I think that that's, you know, it's freeing to hear that. And it's freeing as an operator to look at people and be like, if this is not for you, I'm thankful that we've had the interaction, but please feel free to move on. If it's not making you want to come back and doing it again and again and again, then perhaps it's not for you and that's quite all right. That's quite all right.

Whitney Lee: Yeah. Yeah. It's, yeah, in the best interest of the brand and the human being, you know. ⁓ because life is short.

worked in, actually my very first job was at a backyard burger. I was ⁓ the drive-thru girl ⁓ and we had the best time. I'm like lifelong friends with those people. We still keep up, we send gifts for kids, birthday parties, all the things.

⁓ But then I waited tables, find dining, I'm bartended and I still jokingly say, I'm like, God, I should like pick up a shift like once every few months, like just go sling drinks because it's is so fun to just talk with people. Like, it's your job to entertain someone. And how's it going? Or just listen if they've had a bad day.

Or in your case, walk them through this experience of, I liken it to, it's like a ⁓ Disney ride with booze. Because you're in it. ⁓ yeah. ⁓ Cortnie Cozeck: It's not the first time I've heard that.

It's not the first time I've heard it. And you're absolutely right. It really is. And as a Disney buff, I go to the park quite often throughout the year.

And every time I come home, I'm like, man, I'm so proud of the work that we do. And it takes a lot. to your point, you're absolutely right. I tell people all the time, we have the best job in the world.

We are paid to have a party. every day with these folks, right? And it's, we're invited to celebrate anniversaries and birthdays and 21st birthdays and kids and beautiful milestones. And every time somebody comes in to celebrate with us or it's a random Thursday night and I needed a great cocktail and to feel like I was having some human connection, I'm like, what's better than that?

What's better than being able to engage? with another human being and when they get up from your bar space they're like man that was awesome like I feel so fulfilled yeah and my drink was fantastic so I agree it's ⁓ fun Whitney Lee: Yeah. Yeah. So you guys have been like the, in my opinion, my humble opinion, the pioneers of this like Disney ride with booze, this experiential concept, this whatever, but now I do see a lot of people jumping on the bandwagon with this, coming up with all kinds of concepts, which is cool, right?

I think there's always... ⁓ Cortnie Cozeck: Mm-hmm. Whitney Lee: room in the space for everyone, but I still think that presents another opportunity of like, how are we different? You you've got your wow factor now, but it's like, how are we different?

Because now these little things are popping up quite often. So like, what do you see? I see you guys as like the forefront of what's happening next and what's cool in, you know, the cocktail space. So any predictions on, you know, like what might happen next?

Cortnie Cozeck: Yeah, I think the industry in a whole right now is being challenged. There's a really big difference in drinking patterns right now than there were 10 years ago. ⁓ And I think with that in the political climate right now, people are reaching for experiential. And I think the reason for that is escapism.

And I think it's great. think imitation is also the biggest form of flattery. And so I think it's great that there are more spaces around that are trying to use their space to tell the story. You know, I'm sure there will be plenty of other places that do it as well, but I think experience in ⁓ hospitality in general right now is something that you're going to really see a big focus on, a really big focus on.

So when you come in that door, if you don't have that wow factor and you're not leaving thinking about the next time you can come back, I think that we're, you know, we're in a space right now where... You you need those things to be successful. And so I think experience and ⁓ again, that human connection is going to be absolutely essential going into this next year. Whitney Lee: And it's so much about visibility, right?

like, if... You know, you've got to have something that catches people's eyes. For example, we had a client years ago that ⁓ excellent food and drink, just know nothing that made them unique. And they were also tucked away in a very inconvenient spot with tough parking.

And I was like, we're going to have to work harder to overcome. We've got to give something to people that is so cool and unique that they will go through the parking hell and, you know, figure this out. Cortnie Cozeck: Thank Whitney Lee: And it was the tiniest little suggestion of like putting ⁓ We didn't even change their glassware just putting it on a like a little unique rack presentation and it was like we've got all this press on it we got all this coverage like People wanted to come experience this the next day It was after posted on social media people were coming in asking for it of like I saw this and showing their phone like I want this and I'm like Once people get it, you know, then it's like Cortnie Cozeck: Yeah.

Whitney Lee: They're like, ⁓ this is actually really easy. What is unique and cool? So it's like, now we're all up in the ante. Cortnie Cozeck: ⁓ we that a storytelling moment.

We love to sprinkle those in to every single one of our concepts and our menus. An example of that would be ⁓ we a cocktail called wonton soup. ⁓ It's very ⁓ unique experience where you come in, right, and you're reading about ⁓ a called wonton soup. It's got miso in it, ⁓ porcini and you're like, what am I getting myself into here?

Right. And so because you're brave, you order it ⁓ and bring it out to you on this hand carved board. ⁓ your cocktail is served in this beautiful clay bowl. And inside there is a house made fortune cookie with a fortune that's gonna pertain to you and a few things that might be happening in your world.

And it's presented in a way that we encourage you to pick up the cocktail and to sip it the same way you would with wonton soup, right? And so obviously it's not this hot, weird, brothy cocktail, but what it is is light and refreshing. And when you pick it up, you get the smell of miso and ginger and porcini mushrooms. And the garnish when you eat it accompanies that, right?

And here you are having an experience that really bends the senses and tells the story of not just the concept you're in, but the history around a dish that is well loved, right? So going back to those storytelling moments, we have quite a few of those within all of our concepts and it's something that we take great pride in. Whitney Lee: I love it. I would totally order that first of all.

⁓ And also you got the Arizona market cornered. Everybody loves a fortune out here. Whether it's a zodiac sign or a crystal or a fortune, like you obviously know your audience really, really well. I love that.

So. Cortnie Cozeck: Thank Yeah, we play into that quite a bit. Whitney Lee: Well, I'm gonna have to come check it out. I haven't tried that one yet.

So, I love that so much. All right, Cortnie, this has been so great having you on the today. I appreciate you coming on to share. if you're ever in Phoenix, you definitely got to check out all the barter and shake concepts.

I know they have a lot of ⁓ things coming. down the pike too with some new things. them out on social media. Also really cool that Cortnie shared with us is that ⁓ she a lot of consulting on the side, going back to what we were talking about culture.

⁓ It's something she is very passionate about and she works in partnership ⁓ with brands as well beyond what she does with barter and shake. ⁓ So called Cozeck Leadership Consulting. You should definitely check it out. ⁓ Her is cozeckleadership.

com. We're gonna drop that the show notes. It's all about elevating leaders, transforming your culture, ⁓ just working with your leadership, the intentional and human aspect behind it. So, and I think you guys can obviously see what they're doing.

What barter and shake is really, really special. And she's a big part of that. So thank you Cortnie for taking time to come onto the show today. Y'all.

I hope you enjoyed this episode. Please go connect with Cortnie check out everything barter and shake is got going on and we will see you on the next episode. Thanks so much for tuning in.