Martini Culture Is Back, and Experience Is Leading the Revival
FSR Magazine spotlights the martini’s revival and features Sexy Roman’s theatrical tableside martini service in Scottsdale.
We’re proud to share that Alliance Hospitality Group was recently featured in FSR Magazine’s latest deep dive on the full-scale revival of the martini — and how operators are pairing classic technique with immersive, experience-driven service.
In Why Martinis Are Enjoying a Full-Scale Revival, FSR explores how today’s martini moment is less about novelty and more about intention: refined spirits, thoughtful garnishes, elevated glassware, and the return of tableside theater. The feature highlights Sexy Roman as a standout example, calling its program “Scottsdale’s most theatrical cocktail service.”
As our COO Travis Strickland notes in the article, the modern martini is about more than what’s in the glass:
“It’s the way you feel when you hold the glass. You feel sophisticated. You feel like it’s the beginning of an experience of a night out.”
At Sexy Roman, that philosophy comes to life through a fully choreographed tableside martini cart: complete with rare spirits, dramatic garnishes, flash-chilled glassware, and a custom call-button that lets guests summon the experience on their own terms. It’s a reminder that in today’s dining landscape, hospitality isn’t just about flavor; It’s about memory, mood, and moments worth savoring.
Read the full article on FSR:
Why Martinis Are Enjoying a Full-Scale Revival
(Jan 12, 2026)
Tips for Planning the Perfect Corporate Catering Event in Los Angeles
Planning corporate catering in Los Angeles takes experience, flexibility, and thoughtful execution. In this guide, Alliance Hospitality Group Catering Director Bianca Pereira shares expert tips on headcount planning, menu selection, dietary needs, event formats, and timelines—helping companies deliver polished, seamless events with confidence.
Insights from Bianca Pereira, Catering Director at Alliance Hospitality Group
Planning a corporate event in Los Angeles requires equal parts of structure and flexibility. With busy schedules, diverse teams, and high expectations, catering decisions can directly influence how successful an event feels. Below, Bianca Pereira shares practical guidance drawn from more than 14 years of experience catering corporate events across Los Angeles.
Q: Why is locking in an accurate headcount so important?
Bianca: Every event should start with two things: budget and overall vision. Is this a quick working lunch, or a full-service event designed to impress? Once that’s clear, the headcount becomes critical.
An accurate guest count affects everything—food quantities, staffing levels, rentals, timing, and overall cost control. While we always lead with hospitality and do our best to accommodate last-minute changes, early and realistic headcounts help protect the client’s budget and reduce unnecessary waste. The sooner we have a solid estimate, the better we can recommend solutions that deliver a great experience without surprises.
Q: How should companies think about choosing the right cuisine?
Bianca: Los Angeles is incredibly diverse, and there’s a place for nearly every cuisine here. That said, the menu should always align with the tone and purpose of the event.
A casual team lunch doesn’t need the same approach as an executive dinner. At Alliance Hospitality Group, many of our catering concepts lean toward California-inspired cuisine: fresh, approachable, and flexible where we can scale menus up or down depending on the level of formality. The goal is balance: crowd-pleasing options that still feel thoughtful and appropriate for the setting.
Q: Dietary restrictions are more common than ever. How do you plan for them without overcomplicating the menu?
Bianca: It’s safe to assume that every group will include guests who are gluten-free, vegetarian, or vegan. Those options should always be built into the menu from the start.
If the group is comfortable sharing dietary needs in advance, that’s helpful. If not, proactive planning is key. We recommend offering inclusive options by default and clearly labeling items so guests can make confident choices. For social or larger corporate events, don’t ask, just be prepared. There’s always a simple, thoughtful way to ensure everyone feels considered.
Q: How does event format influence the menu and guest experience?
Bianca: Event format plays a huge role in both menu design and flow. Since COVID, we’ve seen a significant increase in individually boxed meals, especially for office settings and daytime events.
Each format serves a purpose:
Buffets work well for casual environments, corporate lunches and encourage interaction.
Boxed meals offer efficiency and cost control.
Plated dinners feel more formal and are often best suited for restaurant settings rather than off-site catering.
For seated dinners or higher-end events, we often recommend hosting at one of our restaurant locations, where private dining rooms and full service hospitality are already in place.
Q: What’s the biggest mistake companies make when planning corporate catering?
Bianca: Not allowing enough time. Short timelines limit options, both for menu customization and service options. With proper notice, we can explore full-service staffing, passed hors d’oeuvres, custom menus, and smoother logistics.
When planning happens too close to the event date, those possibilities shrink. Time gives your catering team the opportunity to problem-solve, adjust, and ultimately deliver a more seamless experience.
Q: What does working with an experienced catering team change for the client?
Bianca: Experience means anticipation. A seasoned catering team doesn’t just execute; they guide. We help clients think through service style, menu pacing, staffing needs, and realistic timelines based on headcount and budget.
Clients bring the vision; our role is to translate that vision into something polished, efficient, and executable so the event feels effortless from start to finish, the key to success!
Final Advice for First-Time Corporate Event Planners
Start with your budget and service expectations. Decide what is non-negotiable and where you can be flexible. From there, trust an expert to guide the process.
Whether it’s a buffet, boxed lunches, or a more formal dining experience, the right catering partner will help you prioritize what matters most and set you up for success.
From early planning to flawless execution, thoughtful catering elevates any corporate event. With over 14 years of experience serving businesses across Los Angeles, our team understands how to balance great food, seamless service, and the realities of busy schedules.
Ready to plan your next event? Contact us today for a custom catering quote.
Staying Ahead in Food & Beverage Trends
What food and beverage trends are truly resonating with guests right now? Alliance Hospitality Group’s Director of Marketing shares insight into how intentional experiences, not fleeting hype, are shaping the modern dining moment.
At Alliance Hospitality Group, staying ahead of food and beverage trends isn’t about chasing what’s next, it’s about understanding what genuinely enhances the guest experience. Today’s diners are looking for moments that feel intentional, elevated, and memorable, not just visually impressive. To explore how trends intersect with hospitality and marketing, we sat down with Amber Jamal Eckerlund, Director of Marketing at Alliance Hospitality Group, to discuss what’s resonating with guests right now, how social media influences dining experiences, and where the line is drawn between trend-driven and timeless.
Q: From a marketing standpoint, what food or beverage trends are actually resonating with guests right now, not just industry hype?
Amber: What’s resonating most is intentional indulgence, offerings that feel special without being excessive. Guests respond to things that are curated and thoughtful rather than overproduced. It’s less about novelty for novelty’s sake and more about delivering something that feels elevated and appropriate for the occasion.
Q: What makes a dining moment “share-worthy” today, and how do you design for that without it feeling forced or gimmicky?
Amber: A moment becomes shareworthy when it’s experiential and emotional, not just visual. Tableside elements, rituals, or a beautiful finishing touch work because they feel personal to the guest. We don’t design moments for social media—we design memorable experiences, and the sharing happens naturally.
Q: How do social media and viral moments influence menu development or service style, if at all? Where do you draw the line?
Amber: Social media gives us insight into what guests are excited to talk about, but it doesn’t dictate decisions. The line is hospitality. If something compromises service, quality, or authenticity, it’s not worth pursuing. When something goes viral, it’s usually because it was already exceptional in real life.
Q: Are you seeing guests respond more to limited-time features, tableside experiences, or signature items that feel timeless?
Amber: It’s a balance. Limited-time features perform best when they’re rooted in timeless execution. Guests like feeling part of something specific to a moment, especially when it’s anchored by flavors or techniques they already trust. That combination creates urgency without feeling trend-driven.
Q: How do you balance visual impact with authenticity so the experience still feels rooted in hospitality, not content creation?
Amber: We always start with how something feels to the guest in the room. If it looks good but doesn’t enhance the experience, it doesn’t belong. Authenticity comes from intention—when the team understands why something exists, the visual appeal feels natural rather than performative.
Q: Can you share an example of a recent trend or activation that enhanced the guest experience first, and marketing second?
Amber: Tableside beverage moments are a great example. They elevate service, create interaction, and slow the experience in a positive way. From a marketing standpoint, they photograph beautifully, but that’s a byproduct and not the objective.
Q: How do you measure whether a trend is actually successful from a brand and guest-experience perspective?
Amber: We look beyond engagement metrics. Repeat visits, guest feedback, team buy-in, and how seamlessly something integrates into service matter far more than likes or views. If guests ask for it again and the team believes in it, that’s real success.
Q: Looking ahead, what kinds of experiences do you think guests will crave more of?
Amber: Guests are craving connection and intentional pacing, experiences that feel thoughtful rather than rushed or overproduced. I think we’ll see more focus on rituals, storytelling, and moments that feel personal instead of maximal.
The most impactful ideas are the ones that feel natural to the experience. When every element is thoughtfully considered, guests don’t just enjoy the moment, they remember it.
When Should I Drink My Wine?
At Baltaire, guests often ask one of the most timeless wine questions: “When should I drink my wine?” The answer isn’t always simple.
At Baltaire, guests often ask one of the most timeless wine questions: “When should I drink my wine?” The answer isn’t always simple. Some bottles are crafted to be enjoyed immediately, bursting with freshness and energy, while others evolve for decades, developing complexity along the way. To help demystify the timing of opening a special bottle, we sat down with Alliance Hospitality's Wine Director David Taylor, who shares his perspective on how to recognize when a wine is ready, what to consider before bringing a bottle from home, and why the setting can make all the difference.
Q: If I bring a bottle of wine from home, how do I know when it’s ready to drink?
David: It’s ready to drink when you’re ready to drink it. It really depends on what the wine is and what you’re looking to get out of it. In general, white wines are enjoyed much younger than red wines, and bolder wines tend to last a little bit longer than lighter-bodied wines.
Q: What are the signs a wine is at its peak versus past its prime?
David Taylor: A wine at its peak will showcase a beautiful array of aromas and flavors that are really just jumping out of the glass. A wine that’s past its prime often has dull or muted notes on the nose and feels flat on the palate.
Q: Does every wine benefit from age, or are most wines meant to be enjoyed young?
David: Some wines are designed to be enjoyed young. Some wines are designed to be cellared for many years. But all wines can be drunk both young and old. Some will just go past their prime, and that’s when you learn the limit of their life.
Q: What types of wine are better to be aged?
David: Generally, a winery’s premium wines are better for aging. Bigger-bodied reds such as Cabernet, Merlot, and Syrah can age for a very long time. I also particularly enjoy Champagne with some age. That’s a more acquired taste—the bubbles tend to die down and you get more bruised fruit notes than fresh fruit notes. But again, it all circles back to what you’re desiring for your palate.
Q: And what’s meant to be enjoyed young?
David: Young, fresh white wines. There are so many great Albariños and Alsatian Rieslings that are really zippy on the palate. Some Sauvignon Blancs are fantastic in their youth. And Rosé—Rosé is designed to be made quickly and drunk quickly.
Q: How do different styles like Cabernet, Pinot Noir, Chardonnay, and Champagne age differently?
David: They age wildly differently. Cabernet and Pinot Noir are reds, so they tend to have tannin and structure that give them longevity. Chardonnay and Champagne don’t have that structure, so they start to show those older notes sooner. Wines also change color as they age—white wines turn more amber, while red wines take on a copper or brick-red tone. They also lose body over time and start to thin out. But this all depends on the producer and the variety.
Q: What’s the general window for drinking affordable versus collectible wines?
David: Generally, the more collectible wines—those higher-priced bottles—are designed to be aged longer. Affordable wines are usually made to be enjoyed younger. But that’s a broad generalization. There are always outliers and fun surprises—wines you don’t expect to age well that turn out beautifully after a few years.
Q: How does vintage variation change the drinking window? For example, a hot versus a cool year.
David: Vintage variation has a huge impact. In a tough vintage with a lot of rain or hail, the quality of fruit coming into the winery isn’t as strong, so it’s harder to make a wine that can go the distance. On the other hand, those epic vintages—the ones rated 100 points—tend to age much longer.
Q: Are there wines that actually decline faster than people might expect?
David: Absolutely. I was just talking to a winemaker about Chardonnay production methods and whether they suffer from something called premox—premature oxidization. Different production methods can either help prevent that or make it more likely. Some winemakers take a little more risk in their approach, and those wines may not age as long.
Q: When a guest brings in a special bottle, what do you wish they’d considered beforehand?
David: Think about the wine list of the restaurant. Those long lists are curated by people who spend a ton of time, research, and effort choosing the right selection. If you bring a bottle that’s already on the list, you’re bypassing that work. So if you want to bring something special, we absolutely encourage it—but make sure it’s not already represented at the restaurant.
Q: How can a restaurant setting enhance—or even rescue—the experience of opening an older wine?
David: We get to use some fun tools. For example, a Durand is a special opener for older corks that may not be in the best shape. Guests love watching it in action. And then there’s the knowledge side—talking to a sommelier about your bottle. Sometimes there isn’t much information online, but sommeliers have spent their careers studying wines and can share unique stories and context that elevate the experience.
Q: Are there wines you’d recommend guests enjoy at Baltaire rather than saving at home?
David: We’re a steakhouse, so I definitely think we should lean into the bigger-bodied reds that pair beautifully with our steaks.
At the end of the day, every bottle tells its own story. Some wines are meant to be savored young, others reward patience, but the most important moment is the one when you choose to open it. As David reminds us, whether it’s a treasured collectible or a fresh rosé, the best wine is the one enjoyed at the right table, with the right company.
The Evolution of Scottsdale’s Dining Scene
“The experiential concepts we create, like the tableside martini cart at Sexy Roman or the outdoor cooking terrace at the REMI, allow guests to be front and center, engaging with the cooking happening all around them,” says AHG COO Travis Strickland.
From hidden martini carts to fiery tomahawks, Scottsdale’s Entertainment District is leading a new era where dining and entertainment collide. Join us for a Q&A between Alliance Hospitality Group’s COO Travis Strickland and Marketing Associate Gigi Garland on the dining evolution that is happening in the heart of Old Town Scottsdale.
Photo by Jim Poulin for Phoenix Business Journal
Q: What does the future of hospitality in Old Town Scottsdale look like to you in five years, and how do you see the district evolving beyond where it is today?
Travis: The evolution has already begun, in my view, with the opening of Sexy Roman at the W, which has been the landmark of that entertainment and hospitality district for almost 20 years. There is now a new service-forward and food-and-beverage-focused group at the W that is putting forward a highly experiential dining concept at Sexy Roman.
That was followed by the transformation next door at the new REMI Hotel, which has three dynamic restaurants and food and beverage concepts. F/Sixteen is a casual, all-American diner that will be open early for breakfast and late into the night. Kauboi, on the third floor of the REMI, is up a beautiful grand staircase and offers an indoor-outdoor concept with a speakeasy whiskey lounge tucked inside the restaurant, a stunning high-ceiling dining room with dynamic food and creative cocktails, and an outdoor event terrace where the doors open to create a true indoor-outdoor feel, complete with a live-fire cooking station for yakitori skewers. Finally, there’s Allegra, the tallest rooftop in Arizona, located where the pool sits. It offers a 360-degree view of Scottsdale and Camelback Mountain and serves as a rooftop lounge.
All of these venues, I think, have begun the trend of elevating what was previously just a nightlife-related experience in this hospitality district. They’re now attracting a more sophisticated, high-end, discerning clientele that is seeking world-class food and beverage dining destinations.
Kauboi Scottsdale’s fiery tomahawk tableside display.
Q: Do you think the REMI and Sexy Roman are catalyzing this movement and transition? Are they the first to bring that shift in?
Travis: They are, but they’re not alone. Along with our partners in the REMI, the Riot Hospitality Group has done something similar with Shiv Restaurant, which is also in the district. It’s a high-energy venue with live performances, a music-driven supper club concept, and dining all in one.
All of this opening within just a few months of one another is the result of more than five years of planning, development, concept creation, hiring, and execution. This has been in the works for a very long time, and it was always intended to be the first phase of what will ultimately become a redevelopment of the entire entertainment district.
There are also a handful of other properties in the district that we’ve already created development plans for, and we’ll be undertaking some of that work in the near future. It really is a large and dynamic, concerted effort to, as I’ve said, elevate the district.
Sexy Roman’s secret Martini Cart that offers a spectacular tableside show with the press of a button.
Q: It’s also interesting what you’re saying about the 20- and 30-year-olds. It seems like there’s a generational shift, especially with Gen Z, in how they approach nightlife.
Travis: It is a generational shift. Restaurants have now become the place where entertainment happens.
Entertainment can take many forms in a restaurant. It might be a quiet dinner, or it could be a big, splashy event with six or eight people. The experiential concepts we create, like the tableside martini cart at Sexy Roman or the outdoor cooking terrace at the REMI, allow guests to be front and center, engaging with the cooking happening all around them.
There are countless opportunities for guests to have individualized experiences, depending on what they’re looking for.
Q: With concepts like Sexy Roman and the REMI’s dining venues, what role does food play in creating a sense of destination beyond nightlife?
Travis: Food plays a huge role in the entertainment. It’s not enough for a restaurant to simply exist.
There’s a new discernment among today’s 20, 30, and 40-year-olds. They’re more well-traveled, more knowledgeable about food and beverage, and much more demanding of quality. That challenges us, as restaurateurs, to step up our game. We need to deliver exceptional service, high-level food, and the theater of dining—through tableside elements and interactive dishes. That’s the direction food and beverage is heading.
The Lobby at The REMI. Hotel in Scottsdale, AZ.
Q: You mentioned that high-end hotels can become community gathering spots. How are you designing spaces that locals want to frequent, not just tourists or travelers?
Travis: We put a lot of emphasis on how a space feels the moment you walk in. Does it feel warm and welcoming—like somewhere you want to spend time? Or does it feel transitory, like a place you’re simply passing through? At the REMI, which represents five years of work and countless design details, the result is a grand lobby where people want to linger. You can have a glass of champagne or something to eat before heading into one of the restaurants or nightlife experiences within the hotel. That sense of comfort, warmth, and welcome is something we pay a lot of attention to when designing a hotel lobby.
Follow Travis for more restaurant updates on LinkedIn or Instagram at @travisstrickland_la.