The 2025 Vibe Conference is returning to Town & Country Resort in San Diego, California from March 3-5. In the weeks leading up to this year's conference, we're going to be highlighting some of the first-time operator attendees through our Vibe First Timers series.
We start with Darren Fabian, director of Bars & Beverage for BANFF JASPER COLLECTION by Pursuit, which provides unique experiences in the Rockies. The hospitality company Pursuit also offers experiences in Alaska, Colorado, Montana, Canada, and Iceland.
We chatted with Fabian about Pursuit's beverage programs, 2025 trends, and why he is attending Vibe.
Vibe Conference: Tell us more about Pursuit and what it offers in the on-premise beverage industry.
Darren Fabian: We are a Hospitality company operating in the U.S, Canada, and Iceland. We span hotels, restaurants, and attractions—as we like to say, "Offering unforgettable experiences in iconic locations." Our beverage business encompasses quick-serve coffee shops to fine dining with everything in between.
Pursuit Collection is very much focused on providing a unique experience to guests. How is this goal translated into the F&B programs?
Even though we are a fairly large operation, each venue is operated as its own brand. This means tailoring our offerings to the specific guest while learning to use the same ingredients differently at each location. We find this to be a major focus, otherwise inventory can quickly get out of control.
How do you adapt beverage programs to different markets to reflect regional tastes and preferences?
Wherever possible, we look for local partners to showcase each area. Two wins we find here are the ability to participate in the local economies and visitors love to experience "local." We can help them explore their vacation destinations with curated experiences.
Non-alcoholic options are in growing demand. Do your beverage programs also integrate non-alc options?
Absolutely. We are seeing significant growth in this segment year-over-year. This has moved beyond a trend to the expected norm.
What are some of your top challenges in on-premise beverage at the moment?
Supply chain issues and waste reduction would be the two major areas of focus currently.
What will be trending in beverages in 2025?
We believe savory and herbaceous flavors will dominate as well as low alcohol.
Tell us more about why you’re attending Vibe Conference. What do you hope to learn/gain from the show?
Ideas to address the challenges of the future, not just today, and how to grow our business at a sustainable pace
Are there any specific sessions, speakers, or events at Vibe that you’re particularly excited about?
Mastering Launches and cross-generational communication. The ability to explain our "why" to new team members will be keys to success.
Who are you hoping to meet at Vibe?
Other operators who have found creative solutions to old problems.
Vibe Conference 2025 will take place March 3-5, 2025 at Town & Country Resort in San Diego, California.
Contact us now to secure your program for the 2025 Vibe Conference:
Donna Bruns, Sales & Sponsorships, (for companies A-L), Email: [email protected] Phone: 936-522-6932
Fadi Alsayegh, Sales & Sponsorships, (for companies M-Z), Email: [email protected] Phone: 440-454-0239
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