It took a boat
Installment 4 of our Misguided Adventures by Michael Howell, resident diarist and culture vulture.
There is something special about setting sail when you’re off on a new adventure.
A month ago, I had never heard of “Misguided Spirits”, but there it was in bold letters on the back of James Zinkand, one of the founders and a partner in this consortium of hospitality industry professionals. It was the big round “Misguided” logo on the back of his neat blue jean jacket that piqued my interest.
I have recounted the story of that first encounter with James in an East Village espresso bar one day, and the next day meeting him for lunch and being offered an opportunity to work with his band of “misguided hospitality” go-getters. I am a veteran old school public relations specialist who took about all of ten minutes to accept that offer.
Since that day I have been chronicling the events and projects of “Misguided Spirits”, from a concert in Katz’s Deli to product placements at a performance by Mike Dee at Xanadu in Brooklyn, these events were all supported by this young group of hospitality specialists daring to enter a changing market with new and innovative marketing efforts.
Now, just less than a month later, during the annual Bar Convent Brooklyn, a national spirits convention held right here in Brooklyn, I was invited to join the merry band of “misguided” spirits for a celebratory sunset cruise around Manhattan Harbor with their whole team.
They had come from across the country as a group for the first time for three days of team building and planning. A small but mighty team, just 10 in total, and tonight they were just going to relax and enjoy each other’s company.
It was the perfect night for this low key gathering at Pier 17 at the South Street Seaport in lower Manhattan. The big wooden sail boat pulled up to the dock and one by one, we boarded the three-masted schooner outfitted with, appropriately, a full cocktail bar.
I was meeting this disparate and convivial band of spirits pros for the first time, but I felt right at home as we pulled out into the bay and headed toward the Statue of Liberty. One by one they greeted me welcoming me to their community of misguided souls. I fit right in.
There was something special about each member of the Misguided team. There was Chris from Florida, Sara and Brandy from Nashville, and Oli, Luca. and Geena representing New York, as well as Chad and James, the latter being the founding partners.
“When we started Misguided Spirits, our goal was to create a culture that reflected the best of our industry.”, stated Chad Wodskow, Managing Partner of Misguided Spirits.
“We wanted to build a team that inspired us to be better, to inspire the industry that there is better out there.”
“Our goal has never been to create the highest grossing sales team, or to become the biggest or the best in the business. It has always been much simpler; we simply wanted to create the best community that we also wanted to be part of. A community that would allow us to create a brand and a business that reflects the grit and determination that makes the hospitality industry so special.”
“It’s taken us longer than expected to get started. It’s been harder than we expected it would be. This week after 6 years in the process we were able to bring our entire team together for the first time. I guess it’s the old saying of ‘the best things in life are earned.’ While I would have much more appreciated an easier route, it’s hard to argue that it hasn’t been worth it.”
That breezy night on that boat was both a celebration and a kind of coming out party for this growing company that is quickly and quietly entering a crowded hospitality and spirits landscape with their own brand of fun, frivolity and quality. I’ve been in this business a long time, and just when I thought I had seen every marketing trick and ploy, I am virtually imbedded with a group of spirits makers who are opening doors and showing me how to have a good time, authentically as themselves, responsibly, and embracing the full spectrum of entertainment and community.
I did not feel remotely out of place with a group, most half my age. I was excited to watch and be proud of what they were doing as managers of this portfolio of quality spirits, and I am truly proud, in anticipation of what’s next. From Action Bronson in a deli to a Beastie Boys tribute in a contemporary wild ass roller rink. Misguided!?
Hell no, it’s inventive and fun! And the future? I’m guessing all the more wild.
For a seasoned old pro in this game, I am damned proud to watch and come along for the ride.
“I could not be happier tonight,” boasted James of his band of brothers and sisters, who make up Misguided Spirits.
“We are building something together and this week’s meetings and this boat trip has bonded us together in a way that is not unique, but it is ours–fresh ideas, collaborations with other new faces in the hospitality industry and seemingly boundless energy in our effort to offer the hospitality industry affordable and fun spirits and genuine community.”
“We want people to enjoy a night out–in a restaurant, at a local bar or at an event in an unexpected venue. Lets face it, the ‘news of the day’ is hard and weighs on all of us. I am truly proud of the foundation of Misguided Spirits. We are selling an opportunity to come out and enjoy ourselves. We are promoting a good time and we are making people happy!”
A quiet satisfaction fell over the group as we literally sailed into the sunset, sipping our Misguided martinis. We all took in the scenery as the lights of the city flicked on, reflecting in the post sunset waves lapping onto the sides of our urban vessel sailing back to its dock, and appreciated the shared moments we had spent together.
-Michael Howell
Read this also on the Misguided Spirits Substack: https://misguidedspirits.substack.com/
