Amora Hotel Jamison Sydney finds its creative sweet spot in the city’s evolving and competitive F&B landscape
Brooksy Bar – a name that references 1920s definition of a “classy dresser” who embodies elegance and style
SYDNEY, AUSTRALIA – Sydney, [16 September, 2024] – Amora Hotel Jamison Sydney’s newly-launched Brooksy Bar makes its mark in the city’s vibrant food and drink scene by redefining the hotel bar experience. As part of Amora Hotels & Resorts’ strategy to blend progressive hospitality with bold F&B innovations, Brooksy epitomises a new era where business acumen meets creative execution.
The strategic launch of Brooksy not only enhances the group's portfolio of innovative lifestyle offerings but also sets a precedent for hotel bars aspiring to transcend conventional offerings and deliver unique, memorable guest experiences rooted in efficiency and elegance.
A Speakeasy Concept with 1920s Flair
Brooksy embraces the alluring charm of a speakeasy, tapping into Sydney's growing demand for intimate, themed bar experiences that offer something beyond the ordinary. Taking its place amidst the buzzing bar and restaurant scene in the city’s York Street locale, Brooksy’s 1920s concept is a distinctive approach that creates a unique draw for guests seeking an escape into the opulence and glamour of the past. From the meticulously sourced Italian marble that adorn the luscious bar and the statement metal light feature wrapping around the bar structure, to the rich velvet banquettes and the detailed French oak flooring with metal-etched motifs – it’s a feast for the senses.
"In a city where consumers crave novel and immersive experiences, the speakeasy model fits perfectly," said Narej Farik, Group Director of Business Development & Asset Management, Amora Hotels & Resorts. "Brooksy sets itself apart by combining historical elegance with modern sophistication, and in order to re-create the authentic vibes of the 1920s era, we spared no expense in sourcing for the right materials with the right details and textures for the design.”
Local ingredients are given a twist inspired by international flavours
Synergising Business Operations and Creative Inspiration
"As a group, we believe that process leads to success. Establishing clear guidelines for food preparation, presentation, and service across all locations helps maintain consistency while allowing room for creative variations,” said Hemant Dadlani, Group Executive Chef, Amora Hotels & Resorts. "Our ability to balance creativity with operational considerations means that we make informed decisions by analysing sales data, customer preferences, and feedback from different platforms to identify popular menu items, seasonal trends, and areas for improvement.”
Culinary creativity is key when it comes to trends and in responding quickly to it. Amora Hotels & Resorts focuses on interactive dining experiences such as chef’s table experiences in Croft; an open kitchen in Brooksy; and chef’s interactions at DAPL and The Reserve. “One can enjoy curated tasting menus that tell a story, incorporating both local and global culinary narratives,” said Hemant.
Sydney's bar scene is a dynamic landscape marked by diverse consumer preferences and emerging trends towards experiential dining and drinking. Bars are increasingly required to offer more than just beverages to entice the discerning consumer. Brooksy exemplifies this shift by offering curated entertainment programming and thematic events that resonate with modern guests seeking immersive experiences.
Echoing this shift in preferences is a report by Ibisworld1, where statistics show that industry competition “has evolved from focusing on price to offering quality services and products”. The report also indicated that venues are “increasingly targeting higher-income patrons through high-quality food and drinks, refurbishments and the introduction of cocktail bars, licensed restaurants and bistro facilities”.
Creatively presented cocktails add a sense of dramatics to every sip
Coming up with a unique concept for Brooksy’s drinks and food menu was just one of the key decisions. Importantly, it was about amplifying the experiential value of a visit to Brooksy. “From the dramatic presentations of cocktails and the lavish absinthe fountain to the roving whisky trolleys and tableside entertainment such as fortune telling, we present a backdrop that is Instagram-worthy and memorable. It is no longer just about getting a drink during happy hour,” said Michael Thom, Director of Food & Beverage, Amora Hotel Jamison Sydney. “This concept has been pivotal in cutting through the thriving but competitive bar scene in our vibrant city.”
Following its official opening in July, Michael shared that the team is driving a programme of regular spirit tastings with various brands, as well as live performances by musicians such as a jazz pianist or an acoustic guitarist to keep Brooksy guests entertained. There will also be a new courtyard area for guests who prefer to chill in the outdoors while taking in the city vibes.
"The opening of Brooksy is a strategic move to harness the evolving tastes of consumers who value not only the quality of their drinks but also the ambience and storytelling behind them," added Michael. “Ultimately, in order for a bar to thrive, one has to be unique, provide impeccable service and present offerings that change and evolve alongside consumer demands.”
Looking ahead, Farik shared: “Brooksy’s innovation and strategic management model position it as a leader in transforming hotel F&B offerings, paving the way for others in the sector. With continued investment in quality, atmosphere, and customer engagement, Amora Hotels & Resorts remains committed to redefining excellence in hospitality.”
For more information about Amora Hotels & Resorts and to book your next stay, please visit www.amorahotels.com.
