15 / 51
32
TOBACCO BUSINESS INTERNATIONAL
JANUARY/FEBRUARY 2015
good customers now.”
Stogie Fest!—
Aromas loves its events,
but its biggest multi-vendor event that is
gaining traction and attraction is Stogie
Fest held in early March. It pairs up
local liquor distributors with a bunch
of different cigar vendors, charging $50
for regular admission and $75 for VIP
admission, the latter including a party the
night before in Club Robusto, an earlier
admission time the day of the event, plus
bigger samples and better deals, according
to Gray. The event includes live music, a
barbeque grill, samplings and tastings all
under a 1,200-square-foot tent that is set
up in the parking lot.
“The event brings in new customers
and exposes more people to the cigar
aficionado lifestyle,” says Gray. “It’s
an excellent sales event for us and our
vendors,and it’s so good to see the vendors
get together all in good fun and good
nature. In this industry, all of the local
reps from the different companies know
one another and everyone is friendly and
gets along with one another. Generally
speaking, it’s a very happy industry, which
is also good for business and the event.”
Drinking Trends—
Aromas tries to
stay ahead of the drinking curve, as well
as the cigar curve, because the two go
hand-in-hand when it comes to the cigar
lounge concept. Right now,“The bourbon
industry is exploding—there are actually
bourbon shortages,” says Gray. “We try
to see that coming and then increase our
offering.Right now,that means increasing
our bourbon offering and even going back
to classic cocktails somewhat…[like]
Manhattans and Martinis.We are paying
homage to the past because that’s what’s
working in drinking trends lately.”
All Smokers Welcome—
Along with
trend awareness comes open acceptance,
especially for all smokers, who nowadays
do not have much choice when it comes
to places to smoke. And so, Aromas does
not discriminate against cigarette smokers
just because it is bannered a “cigar
lounge.” According to Gray, “We try to
accommodate all smokers; we even have
hookah smokers in here.”
Entertainers at Heart—
“Let us
entertain you,” is Aromas’ unspoken
motto. In addition to the typical
comfortable couches and TVs tuned to
sports channels that most cigar lounges
offer, the iconic store/bar also features
waitresses dressed in what Gray calls
“traditional cocktail attire: fishnets and
corsets,” as well as a dance floor with
DJ-manned music and even free dance
instruction on Sundays. “We capture
folks that want to dance and the ones that
don’t want to get up at all—and everyone
in between,”Gray says.
Expansion Itch
So with all this evolution and
entertainment, can Aromas expand
even further? Physically in its current
Jacksonville location, the answer is
no, according to Gray. “Other than
outdoor seating, there’s nowhere
else to go here,” he says. “But we
are always looking for opportunities
to grow the business elsewhere—
another store in the same city,
another store somewhere else…we
are always putting our feelers out
there.”
TBI
Members Only
Part of running a hip cigar lounge is running a
hip cigar club that makes members feel pretty
special with exclusive deals and privileges.
Aromas customers looking for an ultra cigar
experience are invited to join the iconic store’s
Club Robusto (currently 80 members strong)
through two types of membership:
•
TheCorporate plan for $2500:
membership
for up to five people of the same corporationwith
a renewal fee based on current membership rates.
Corporate memberships may take advantage of
corporate monthly billing and are allowed three free guest passes per member per
month.
•
The Individual plan for $1200:
membership for one person with a renewal
fee based on the same current membership rates. Individual members are billed
annually and are allowed two free guest passes per month.
Membership of Club Robusto includes:
• Full access to all Club Robusto locations
• Humidified private cigar locker with engraved nameplate
• Ten-percent discount on all purchases (excluding sale items)
• Access to subscriptions of
Cigar Aficionado
• Use of Club Robusto for meetings or events
• Guest privileges (free passes per month)
• Private cigar, wine and spirit tastings
• Weekly poker tournament for members and their guests
• No cover charge for members and one guest
• First option for sponsorship at the Aromas Charity Golf Tournament
• Invitation to the annual private party for members
• Calendar of outstanding events
• Free cigar each month