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As we approach the 2025 Vibe Conference—returning to Town & Country Resort in San Diego, California from March 3-5—we're highlighting first-time operator attendees to learn what's trending in on-premise beverage programs and what they hope to gain from Vibe.
This week, we chatted with TJ Ferguson, commercialization manager at Dave & Buster’s, an eatertainment chain featuring a restaurant, arcade, and bar. Since starting in 1982, the chain now has over 200 locations across the United States and Canada.
We asked Ferguson about balancing F&B with entertainment, the chain's top challenges, and what he's looking forward to at Vibe.
Vibe Conference: Tell us more about Dave & Buster’s and its beverage programs.
TJ Ferguson: Recently, we launched a comprehensive revamp of our beverage program, which includes new glassware and Instagram-worthy garnishes that elevate the visual appeal of our cocktails. This year, our focus is on analyzing the success of our cocktail offerings to streamline the menu and enhancing our back bar by incorporating trending spirits that reflect current guest preferences. Another exciting initiative is a company-wide revalidation program for our bartenders. This initiative will take place throughout the year and is designed to improve their knowledge, refine their skills, and strengthen our bar culture.
How do you make your beverage programs as exciting as the gaming & entertainment?
We create LTOs that tie directly into key moments, such as new game launches, major sporting events, and popular social gathering occasions. These LTOs are designed to create an exciting experience that keeps our guests coming back for more.
Dave & Buster’s has always been at the forefront of the “eatertainment” trend, which has gotten more popular in recent years. How do you ensure your beverage programs stand out with the increased competition in this market?
Our menu is a balance between fun and approachable drinks to high-quality, premium cocktails. This allows us to meet the diverse preferences of our guests while staying innovative and exciting.
What are some of your top challenges in on-premise beverage at the moment?
One of the top challenges we face in on-premise beverage right now is driving traffic. We are addressing these challenges with creativity, innovation, and a guest-focused approach to keep Dave & Buster’s a top destination for food, drink, and entertainment.
What will be trending in beverages in 2025?
Expect to see more low-ABV and no-ABV cocktails. I foresee interactive and customizable beverage options with menus offering tailored recommendations or cocktails with gamified elements.
What do you hope to learn/gain from the Vibe Conference?
I am really looking to network and meet people within the industry as I am new to this side of the business after being in operations for over 20 years. I also love the data and hearing about new trends and innovation that is coming to market.
Are there any specific sessions, speakers, or events at Vibe that you’re particularly excited about?
I am excited about the entire show. I am particularly interested in some marketing sessions to better understand the strategies that have shown successful results and new ideas to bring products to life and drive traffic.
Who are you hoping to meet at Vibe?
I want to meet everyone and everyone. As mentioned before, I am new to this role with just over a year in and want to immerse myself in the experience and come out with a strong network of partners to work with and learn from.
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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