Behind the Bar: James Hohman / CIRCA at Clarendon

James Hohman is the Head Bartender at CIRCA at Clarendon in Clarendon, VA. After college, it didn’t take James long to realize that a 9 to 5 job wasn’t for him. After taking a job waiting tables at a restaurant that didn’t have a day bartender, James received some unexpectedly fortuitous bartending lessons by a cranky, old waiter. Those lessons in crafting martinis were what made James know he’d be spending his life behind the bar.

How long have you been bartending and how did you get into it?
15 years! After attending James Madison University, I got a 9 to 5 job. However, due to my attention deficit disorder, I could never stay awake at my desk. I picked up a side job waiting tables at The Sea Catch restaurant where they had no bartender during the day so the servers had to make the drinks for the guests. There was a cranky old server named Ricky who showed me how to make my first drink which was a martini and then he explained all the different ways to make them and why. That was the moment that I was hooked. I had some friends that were already bartenders and so I set myself down in front of them at their bars and watched and learned all the basics. Since then I have worked at many different types of bars/restaurants/nightclubs to give myself a really good diversity of knowledge so that now when I make cocktails I can pull from many different perspectives to get the flavors I am looking for.

What's your favorite classic cocktail?
Through the years my tastes have grown and changed. Currently I am really into whiskeys and the different ways to use them. I love drinking and making an Old Fashioned and manipulating and elevating the classic.

What's your favorite part about working at CIRCA?
The thing about bartending that I am most passionate about is the technique.  At its heart it’s chemistry, and I get to use my creativity and a seemingly endless amount of techniques to create new drinks. I love that CIRCA empowers me to that end. 

What makes CIRCA unique?
Of all the Restaurants that I have worked at, CIRCA goes above and beyond to be a very professional and nurturing environment. I have worked for them for 5 years now and I have watched their beverage program grow and mature.  The staff at CIRCA is the most educated and intelligent group of individuals I have had the pleasure of working with - ever. The management both front and back of the house work endlessly to improve and streamline our menu and recipes, making our guest and my own experiences very unique and making it a very special company and store to work at. 

What cocktail do you hope people ask for?
I really enjoy when a guest asks me to make a specialty cocktail called the Bulleit Trail. It’s a simple drink to make but I love that we float a half an orange slice on top that is covered in bitters so that as you drink the cocktail you smell the bitters coming off the orange, and it enhances the flavor of the drink. I also enjoy when the guest asks me to come up with something off the cuff so that I can engage with the guest and find out through a series of questions what they really want, which I believe brings me closer to them and starts to form a bond between myself and them.

What's your favorite cocktail to sip on when no one is looking?
I have a great time coming up with and making new and exciting drinks but sometimes I just need a good comforting Captain and Coke. Throughout college and even today I have had a love for those.

Who's our favorite bartender in town?
When I am not working I enjoy going out to have nice dinners, but I also love a good dive bar.  One of my favorites is Rocket Bar in Chinatown and when I go there the one bartender I am going there to see is Phil Heins. He has the perfect bit of edge mixed with and inviting personality that makes anybody feel welcome. He has become a good longtime friend that is actually going to be in my wedding party in my upcoming nuptials later this year in September. 

What's your favorite menu item + cocktail pairing at CIRCA?
In the winter when I am craving a nice steak I love pairing our Clarendon Sour, which has a red wine floater on top of it, with our steak frites which are over a spicy chimichurri sauce. In the summer I can always pair our Cucumber Melon Sangria, which has a sauvignon blanc base, with any of our amazing salads or fish dishes. That’s a perfect pairing for sitting on our patio and sipping on a hot day.

What is your favorite Belle Isle creation?
I couldn’t pick just one, so here are two that are both perfect for the summer that use seasonal, fresh ingredients.

Photos by Kate Magee

Hot Honey Isle Mojito

Ingredients

• 2 oz. Belle Isle Honey Habanero Moonshine
• 2 limes, sliced
• 1/2 oz. Velvet Falernum
• 1/2 oz Turbinado simple syrup
• 1/2 oz. Habanero simple syrup
• Sprig of mint
• Soda water

Preparation
Muddle first five ingredients in a Collins glass. Fill with ice and top with soda water. 

Recipe by James Hohman

Peach Rhubarb Pie Shine Punch

Ingredients

• 2 oz. Belle Isle Premium Moonshine
• 1 oz. white peach puree
• 1 oz. fresh rhubarb
• 1/2 oz. peach schnapps
• 1/2 oz.cinnamon simple syrup
• 1.2 oz. lemon juice

Preparation
Muddle all of the ingredients, then shake with ice. Strain into a rocks glass over ice. 

Memorial Day Punch x3

One way to ensure you get to enjoy your Memorial Day festivities as much as your guests is to make sure you don't get stuck bartending the entire party. A batch of punch is the perfect way to keep your guests' glasses full all day long.

We've put together three of our favorite punch recipes that are flavorful, refreshing, and easy to make. In other words, party perfect.

Ruby Red Spritz Punch

Serves 15-20

Ingredients

• 2 bottles Belle Isle Ruby Red Moonshine
• 8 oz Lemon Juice
• 16 oz of Ruby Red Grapefruit Juice
• 2 bottles Chilled Soda Water
• Grapefruit for garnish
• Fresh Mint and Rosemary (optional)

Preparation

Stir and mix the first three ingredients well. Add grapefruit slices to punch dispenser. Optional: add 1 cup of fresh mint or a few sprigs of rosemary into the bowl. Serve in punch glasses over ice. Add chilled soda water to finish.

Recipe by Gregg Brooks

The Belle Isle Sangrita

Serves 15-20

Ingredients

• 2 bottles Belle Isle Honey Habanero
• 8 oz. Lime juice
• 12 oz. Orange juice
• 6 oz. Pomegranate Grenadine
• 1 tbs. Salt
• 2 tsp. Freshly ground black pepper
• 2 oz. Tabasco Sauce
• 2-3 Jalapeño peppers, sliced

Preparation

Combine all ingredients in a Punch Dispenser. Add ice to chill. Serve in Coupes.

Recipe by Edward Baldwin

Mason Dixon Smash Punch

Serves 15-20

Ingredients

• 2 bottles Belle Isle Premium Moonshine
• Pitted Cherries
• Lemon and Orange Wedges
• 4 oz. Simple Syrup
• 2 bottles club soda

Preparation

Muddle fruit, add ice, Belle Isle, and simple syrup. Mix well. Serve over ice in a Mason Jar, top with Club Soda.

Recipe by Lauren Spain

Behind the Bar: Doug Clodfelter / Castanea

Castanea brings more to Richmond than Mediterranean inspired cuisine and a creative, ever-changing cocktail list. According to chef and Richmond dining scene veteran, Phillip Denny, Castanea’s entire dining experience is designed to evoke the feeling of spending an intimate evening with friends at a small town ristorane on the Italian coast...or Spanish, Moroccan, or Lebanese coasts for that matter. Castanea casts its culinary net wide eschewing trends or “concepts” in favor of fresh ingredients, rustic foods, big flavors, and a welcoming atmosphere.

The dinner menu highlights small plates to encourage sharing along with house-made pastas and gelato, pizzas, and paella (made in the largest paella pan we’ve ever seen). You’ll find classic dishes often prepared with an unexpected twist - all part of Chef Denny’s goal of encouraging diners to discover new flavors or experience familiar dishes in a new way.

Chef Phillip Denny and Bartender Doug Clodfelter discuss the similarities between European and Southern Hospitality at Castanea. 

Castanea’s rotating cocktail very much embodies the spirit of the restaurant. Just like your main course, your cocktail is likely to feature ingredients that change not only to suit the seasons but also to take advantage of the freshest product available. And there’s just about no better place to sip cocktails and enjoy a snack than on Castanea’s newly opened patio while enjoying some live music.

We sat down with bartender Doug Clodfelter to talk about how the similarities between European and Southern hospitality and what kinds of cocktails changing weather inspires.

Castanea in Richmond's Shockoe Bottom boast a brand new patio, perfect for enjoying live music and a snack.

How long have you been bartending?
I'm actually pretty green. Coming up on a collective 9 months or so. I started bar backing at a small Italian restaurant in Midlothian, VA. There wasn't anything too crafty going on there as far as drinks go. It was mostly simple stuff like bourbon and gingers or gin and tonics. I later picked up a few gigs as a VIP bartender at Jiffy Lube Live in Bristow. That was mostly high volume beer cracking, wine pouring, and basic mixed drinks. I was lucky enough to be at the right place at the right time when a position opened up at Comfort years later. That's where I got into the "craft" of cocktails. Derek, the bar manager was a wonderful instructor. That guy is packed full of knowledge. He made the job not feel like work. 

Describe Castanea’s Cocktail program
As Chef Denny will tell you, the whole restaurant centers around the idea of hospitality. Creating a place where people can relax and spend a couple of hours trying new things, really treating the dining experience as a social event. Our cocktail menu, and my role as a bartender here supports that. Overall, we try to keep things fun and fresh. You’ll find seasonality in our cocktails that mirrors the emphasis on seasonality in our menu. There’s always something new to explore.

Favorite part about working at Castanea?
Easily it’s the energy I get from both the guests and the team. It's a wonderful environment to work in. There's a lot of freedom here as well. If I have an idea everyone is on board and I can run with it. It's always great to be part of a team where everyone contributes.

What is the cocktail you hope people order?
On our menu, probably the Elder Wand. As far as cocktails I've developed, I think this one is really is a journey. That exploration is definitely in line with the larger vision at Castanea: trying new things, experiencing new flavors in new combinations. It's truly a unique - and delicious - cocktail. Oh, and we have a serious Sherry, Port, and Madeira program, all of which pair excellently with our house made gelato.

What’s your favorite classic cocktail?
Without a doubt the Sazerac! It was one of the first cocktails I learned to build. There's something about that first sip that takes me back to my earlier craft cocktail days. For me it's nice to know where you started, that's something special.

What’s your favorite cocktail when no one is looking?
I've been a big fan of The Vesper recently. I didn't know what it was a month or so ago until I had a guest request one. After taking the the old “straw sample” when I mixed it up I was hooked. You might know The Vesper as the drink James Bond ordered in Casino Royale. It’s a martini with Gin, Vodka, and a splash of Lillet Blanc. Very refreshing. Very strong.

Photos by Alex Kreher 

The Victory Belle

Ingredients

• 1 1/2 oz. Belle Isle Ruby Red Grapefruit Moonshine
• 1/2 oz. Espolon Reposado 
• 1/2 oz. Lime Juice
• 1/2 oz. Simple Syrup 
• 3-4 Fresh Basil Leaves

Preparation

Combine ingredients in a shaker with ice. Shake and strain into a rocks glass with 1-2 cubes of ice. Top with club soda and a few drops of habanero tincture (optional). Garnish with grapefruit twist and basil leaf.

Behind the Bar: Kelsey Ibarrientos / Bellytimber

Since 2010 Bellytimber has held down the corner of Main and Plum serving up brick-oven pizzas, amazing, virtually irresistible wings, and a wide range of other tasty menu items that emphasize local ingredients and big flavors. Famous for its Mug Club and long-running trivia nights, Bellytimber is also a place you can catch a DJ set most Friday and Saturday nights to dance off some of that pizza. And we haven’t even gotten to their regularly rotating roster of craft beers and, under the guidance of Kelsey Ibarrientos and her team, a newly revamped cocktail program. 

How long have you been bartending?
I've been bartending for a little over four years, so I’m still a relative newbie, but you have to learn quickly in this business.

How did you get into it?
I've worked in the hospitality industry since my first job and have also always been into cooking and creating. I started as a barista at a small coffee shop when I was 15, which I absolutely loved. I picked up my first restaurant job at 17 as a hostess, then started serving the second I turned 18.

I worked through college as a server, then bar back, and as soon as I turned 21, I convinced one of my employers to give me a chance behind the bar. It was a really natural progression to bartending from my past experiences.

What’s your favorite classic cocktail?
I’m a sucker for champagne, so French 75s are right up my alley.

What’s your favorite part about working at Bellytimber?
I’ve worked at Bellytimber for a little over 4 years and it’s really become a second home for me. I love the warmth of the decor and love the people here even more. It’s a blessing to be able to walk in and have regulars that are genuinely interested in how you’re doing and a staff that equally cares about each other. It’s approachable and malleable, being both the background for a nice candlelit dinner with family and friends or a fun-fueled night on the town.

What makes the bar unique?
I think Bellytimber is a great big mixing bowl. We serve everyone from families and young professionals to starving artists and college students. 

The building itself has a lot of history, previously being The Border Chophouse and the Texas Wisconsin, so it’s always fun to have guests come in and reminisce about the times they'd spent here.

Cocktail you hope people ask for?
Any of our featured cocktails of the week. We try to do something fun and new each week and for a lot of our clientele, it means stepping out of their comfort zone and trying something new. I like to think that we make the world of craft cocktails extremely approachable for those who have no idea where to start.

Favorite cocktail to sip on when no one is looking?
I love frozen Pina Coladas. Nothing’s better to me than coconut and cream.

Favorite bartender in town?
Marithe Milburn. Not only does she make great drinks, but she’s extremely personable and friendly. I was lucky enough to meet her and she’s been a mentor of sorts for me. Really, though, anyone who can make me laugh and can make an enjoyable cocktail gets an A+ in my book. A smile goes a long way with me.

Favorite menu item and cocktail pairing?
Any of our pizzas or wings with a draft beer. Or our Ahi Cucumber Sandwich with a Moscow Mule. Yum.

Can you share a Belle Isle creation with us? What inspired it?
We’ve had a lot of fun using Belle Isle in our featured cocktails. One of the favorites among them was The Basil on Belle Isle, a light and refreshing drink that reminds me of spring and summer days at the river.

The Basil on Belle Isle

Ingredients

• 1.5 oz. Belle Isle Ruby Red Grapefruit
• .25 oz. Simple Syrup
• 1 oz. Fresh Grapefruit Juice
• 2 Basil Leaves

Preparation
Muddle basil and simple syrup in the bottom of a rocks glass. Add Belle Isle Ruby Red, Ice, Top with fresh grapefruit juice. Garnish with a lemon.

Recipe by Kelsey Ibarrientos

Bar Rules with Beth Dixon

I’ve you’ve been drinking cocktails in Richmond long enough, chances are Beth Dixon has poured one for you. She’s been behind the bar at some of the best spots in town, and is currently wowing diners at Pasture.

Today, Beth shares some tips for all the aspiring home mixologists our there or anyone who enjoys a well-made drink.

Rule 1: Keep it Simple

Aside from your basic spirit-and-mixer-over-ice cocktail, which I love, a “craft cocktail” follows a basic formula: 1.5 oz of base spirit, 1/2 oz of flavoring agent (such as Vermouth or Amaro), and 1/2 ounce of acid, usually in the form of citrus juice.

Rule 2: Seek Balance

Drinks can be sweet, sour, bitter, boozy, spicy… the important thing is to make sure your cocktail doesn’t tip too far into one of these flavors when you’re adding ingredients. A drink that’s too anything isn’t one you’re likely to enjoy.

Rule 3: Practice Makes Perfect

If at first you don’t succeed, try, try again. Most recipes need to be refined until you get them right. Take notes of each version you make so you can continue to tweak your mix until you get it exactly how you want it.

Rule 4: Avoid The Bottom Shelf

Your cocktail is only as good as what it’s built on. Going right for the cheapest stuff will almost guarantee you won’t get the results you want (unless what you want is a headache). Stick to brands in the $15-30 range per 750 mL.

Beth’s Home Bar Essentials

• 1 liter each
  • Neutral Grain Spirit
  • Gin
  • Rum
  • Tequila
  • Rye (for classic cocktails).
  • A nice bottle of bourbon on hand for sipping.
• Campari
• St. Germain (aka bartender’s ketchup)
• Vermouth Sweet and Dry (either Carpano Antica or Ransome)
• Bitters (Angostura, Peychaud's, Orange)

Behind the Bar: Albee Pedone at Oakhart Social

Albee Pedone of Charlottesville’s Oakhart Social has  been tending bar in some form or fashion since he was 11 years old in Brooklyn, NY. His migration south has brought him to a bar that focuses on having fun as much as it does on creating fresh, locally sourced drinks and dinners. Today we talk to Albee about his favorite cocktails, what makes Oakhart unique and life behind the bar. 

What’s the inspiration behind the name Oakhart?

We burn oak in our wood fired oven, the heart (hart) of our restaurant. The social part comes from our desire to be accessible to everyone. We want people to come and enjoy the fun with us, whether they just want to have a beer and pizza in a casual, unpretentious atmosphere without breaking the bank or whether they want to throw down and have it all. Either way, they’ll have a great time.

How is the bar and its cocktails unique?

The combination of a slushie machine, draft wine, beer engine, leg lamp, and bartenders rockin' a pretty tight sock game makes for unique conditions. Our continually changing cocktail menu is classically inspired, yet modernly crafted. We try to think of it like BASF – we didn't make the cocktail, we make the cocktail better.

How does the bar influence the food, and vice versa?

I am fortunate to be working alongside a brilliant and talented Chef, Tristan Wraight, so I generally take cues from the incredible dishes he creates and make drinks that hopefully match their caliber. That being said, we are one restaurant and ultimately influence and inspire each other in order to consistently delight and surprise our guests whether they come in for food, drinks, or both.

What has the evolution of the Charlottesville bar and restaurant scene been like recently and what has your role been?

As with most cities, Charlottesville has seen tremendous growth in farm-to-table restaurants and craft-cocktail driven bar programs, with a focus on local and sustainable products. While it's happening here, the pinnacle hasn't yet been reached, which makes it an exciting and fun ride to be a part of.

What do you drink when no one is looking?

Being a simple man, I usually tend to drink my spirits neat, however my guiltiest pleasure would have to be a White Russian, which, when in the mood for, I will drink whether anyone is looking or not!

What is your go-to cocktail?

This is very mood-determinate. When I want strong, I go Manhattan, when I want something a bit sweeter it's the Old Fashioned, and when I want a refreshing, crisp sipper, it's The Last Word.

What’s your favorite food & cocktail pairing at Oakhart Social?

No question – Hanger Steak and Smokey Rose all day! Other notable mentions, are Shaved Salad and Bramble On, and Pickled Shrimp and The Clever Comeback.

Images by Alex Kreher

The Clever Comeback

Ingredients

• 1 oz. Belle Isle Ruby Red Grapefruit
• 1 oz. Linie Aquavit
• 1 oz. Drambuie
• 1 oz. fresh squeezed lemon juice

Preparation

Combine ingredients in a mixer with ice, shake, and strain into a martini glass.

Tasting Room: Buskey Cider

Richmond’s newest cidery opened in Scott’s Addition just last month, but they’re already making a big impression. We sat down with Founder/CEO/Tasting Room Director, Will Correll, to talk about what “Getting Buskey” is all about.

How did you get started in the cider industry?
Four years ago I became fascinated with cider, both for its remarkable history and for the amazing variety and creative potential.  I set out to make robust and innovative ciders that were both approachable and affordable.  

Tells us about the Tasting Room - where are you at and what’s on tap?
Buskey Cider is located in the coolest place on earth: Scott's Addition, Richmond, VA.  Our urban environment and proximity to great customers and other craft beverages allows us to be creative and innovative while our close connection to our orchard in Harrisonburg allows us to turn the world class apples of the Shenandoah into a naturally delicious beverage.

Where does the word Buskey come from?
Buskey was a word Ben Franklin recorded hearing in a Colonial tavern.  Since it does not trace back to old English or French, it's an all American drinking word.  Cider is both rich in history but also growing faster than any other sector of the alcohol industry, so we wanted to capture past and present by giving the word “buskey” life. 

Tell us about Team Buskey.
Four years ago when I set out to start a cidery I knew I needed to develop my fermentation skills, but more importantly that I would need both a winemaker and a brewer on my team.  I was lucky to build a relationship with Matthew Meyer, a UC Davis fermentation graduate and the head winemaker at Williamsburg Winery.  We then hired a talented young brewer out of Milwaukee to round out our team.  Our unique style of cider includes practices from the wine, cider, and beer worlds and fits our passion for all things fermented.

What was the vision for your tasting room?
We want the tasting room to be a fun, approachable place where customers help us build our brand, develop our ciders, and create a community. On any given day folks are trying cider, drawing on our slate tables, listening to live music, playing board games and giving us real feedback. 

What role does your tasting room have for your business and Richmond’s cider scene?
We hope that the tasting room environment will come to mind when people see our taphandle at their favorite bars or eventually our cans around town. The tasting room keeps us connected to the taste of our customers while allowing us to share our passion for fermentation and the Richmond community. 

When is the next release?
This Thursday, May 5th, we're having a Cinco de Cider party at Buskey. We're going to release two randall-infused ciders: 45 and Trying Jalapeno Randall'd, and Tart Cherry Lime Randall'd. This is another way for us to test out what the public likes and to celebrate Cinco de Mayo in a uniquely Richmond way.

Where is the tasting room staff enjoying a drink if they are not at your tasting room?
Scott's Addition has some of the best tasting rooms in Richmond including Ardent, Isley, Hardywood, and the Veil. We have some incredible restaurants that serve up everything from coffee to cocktails to craft pints all within walking distance from Buskey Cider.  Richmond is full of amazing beverages!

What can we look forward to at your tasting room in the near future?
We have a nitro tap that was recently installed, and we are very excited to develop a cider specifically for it! Innovations like the Randalls, nitro, hops, and other delicious surprises we are working on will keep the tasting room an exciting place to learn about cider.

Photos: Kate Magee

Behind the Bar: Charlie Hughes / The Tobacco Company

Charlie Hughes is just as much a fixture of Richmond’s bar culture as the bar he currently calls home: The Tobacco Company. A cornerstone of Shockoe Bottom’s happy hour and weekend scene, TTC has been serving up drinks, dining, and dancing since 1978. We caught up with Charlie during the quiet time before the storm of a Thursday shift to talk about what it takes to keep up with hundreds of thirsty patrons each night.

How long have you been bartending and how did you get into it?
I’ve been bartending for seventeen years. It’s been so long I couldn’t really tell you how I got into it. Let’s go with: I woke up one day and was pouring drinks.

Favorite part about working at Tobacco Company?
For me, it’s always been about the people. I think any bartender would agree that to cut it in this business you have to be a people person. I love getting to meet and talk with all different kinds of customers, and at The Tobacco Company I get everyone from bankers to bachelorette parties in front of my bar. But this is also a great place because of the people who work here. It can get pretty cramped behind the front bar upstairs, so I guess it’s good we all get along. 
 
What makes the bar unique?
The Tobacco Company is a big place and it is regularly filled with customers from all walks of life who are drinking everything from beer to cocktails. The crowds we see on an average Friday and Saturday night are pretty spectacular. And thirsty. It’s pretty much non-stop from when the sun goes down until closing. There aren’t many places in Richmond that are doing the kind of volume we do here 

What does it take to make it through a Friday shift at The Tobacco Company?
I’d say keeping up requires the right blend of skill and speed. Oh, and organization. You have to be organized or else you’ll fall behind quickly. If a big group comes in and they all order drinks they’re not going to want to wait five minutes per drink. As a bartender I challenge myself to serve drinks that are tasty but simple enough that I can make them fast. That’s why I made the Cosmo and Margarita for you today. Just a few simple, but fresh ingredients, shaken and poured.

The other important thing about working here or at any high volume bar is consistency. I might make 500 drinks on a shift, but each one has to be up to our standard. For the customer, it has to taste good. Basically, you need to be able to find order in chaos.

Cocktail you hope people ask for?
My goal is to help make cocktails accessible for everyone. I like making traditional cocktails - a few ingredients in the shaker. Plus, I think customers like seeing a bit of spectacle beyond just pouring spirit into a glass and adding mixer with a soda gun.

Favorite cocktail to sip on when no one is looking?
The Mind Bender! No further comment. 

Favorite bartender in town?
Amy Quidley, duh, and not just because she’s my girlfriend.

Favorite menu item & cocktail pairing?
This goes to the Tobacco Company’s overall classic vibe: the  8 oz filet with a rye Manhattan. Just feels like the right thing to have in our dining room.

The Ruby Red Cosmo

Ingredients

• 2 oz. Belle Isle Ruby Red Grapefruit
• 1 oz. Triple Sec
• Squeeze of fresh lime
• Splash of fresh grapefruit juice

Preparation
Add ingredients into cocktail shaker with ice. Shake vigorously, strain into chilled martini glass.

The Honey Habarita

Ingredients

• 2 oz. Belle Isle Honey Habanero
• 1 oz. fresh squeezed lime juice

Preparation
Add ingredients into cocktail shaker with ice. Shake vigorously, strain into chilled highball glass (salt rim optional), serve with lime wedge.

Happy Hour With: Hourwise

Running a small business is hard. But when you’re in the service industry, running the back end of your company while you’re up on a ladder or under a sink? That’s even harder. In 2012, friends Ethan Wirt and Jon Hill teamed up when Ethan’s house painting business was growing, but he was having trouble finding software to help him manage his business. They realized that what small business owners often needed was a “back office” to help them with administrative tasks they were simply too busy to take care of. Hourwise was born and the two set off to help other service industry businesses experience growth that wasn’t overwhelming. 

Hourwise supplies an on-demand workforce for businesses who need assistance with their administrative tasks but don’t need or want to hire full or even part-time employees. We sat down with Hourwise co-founders, Jon Hill and Ethan Wirt, and COO, Jason Bello, to talk about the rapid growth of their own Richmond-based business and how the startup community works and plays together. 

Who plays what roles at Hourwise?
Jon: Myself and Ethan are the co-founders, but Ethan focuses on sales and marketing partnerships. Jason Bello is our COO that we brought on last year. We convinced him to move out here from San Diego to be our big thinker. He’s a process driven guy who has worked for Accenture as a business analyst. We all met at UVA and we’re happy to be working together again. 

Ethan: I think of the three of us as three legs to a sturdy stool: Sales(Ethan), Process(Jason), and Technology(Jon).

What’s the status of growth at Hourwise?
J:  A year ago we had 10 full time employees. Today we have 25 full timers and 5 part timers. We now have folks we call “pro-assistants” who are exceptional and experienced at helping small business owners and therefore take on a heavier load or larger businesses. The rapid growth we’ve seen is partly due to an exploratory partnership with Thumbtack, which is a lead generator and has been great so far. 

We are really able to pull in some young, fresh talent thanks to our “startup” status. Most employees on the floor are in the 22-26 age range. They have to be tech savvy and excited to help small business owners succeed. 

The youthfulness in the office definitely makes the environment more fun. Everyone hangs out after work, supports each other's bands and creative ventures. In general, everyone respects their peers, and there’s a level of authenticity from that culture. They are motivated to move forward and we are working toward getting them to unlock their creative potential. 

E: I completely agree! Coming out of Lighthouse Labs, we really felt like we had a strong BETA service, but we still hadn’t cracked the nut of how to sell the service to our contractor base. The partnership with Thumbtack drives consumer leads to contractors, so we had a steady supply of fresh consumer leads to PROVE our value to contractors. Once we learned to stop saying, “give me some of your leads and I’ll prove it to you” to “let me introduce you to new clients and prove it to you,” signing up new contractors wasn’t the issue anymore, rather scaling the platform, processes, and people become the new challenge! 

What types of services does Hourwise offer through your pro-assistants?
J: Our clients can redirect inbound leads to us. We will answer their phone calls and white label the service. We can then set up appointments or do follow ups. Follow ups are incredibly important and there are statistics about how many follow ups it takes to get a job. So our platform includes a follow up process that takes a huge amount of work off our clients’ plates.Clients can pay for our services by the minute, or they can pay us based on a percentage of the jobs they win - whatever works best for their needs.

Technology wise - we’ve built a scalable communications platform where we can switch from brand to brand instantly and our assistants can focus on 10-15 businesses at one time. We’re building some exciting things on top of that engine that will really enable us to scale. Right now we are covering 97 businesses in 19 states. We are actively hiring and adding on to our team so that we can offer 24/7 coverage. 

E: Different studies have shown that 80% of non-routine sales occur only after at least five follow ups. Think about that - it takes at least five continuous follow up efforts after the initial sales contact before a customer says yes. Five! That’s a lot of time for someone running a business to be pursuing leads. In fact, 44% of sales people give up after one “no,” 22% give up after two, 14% give up after three and 12% give up after four. That means 92% of sales people are giving up after four no’s and only 8% are even asking the fifth time. When you add into that the fact that contractors are not even salespeople, you can see how a business like ours can help service professionals generate and get more leads in the long run without using up their time doing sales instead of their actual work. 

How do you keep your team motivated?
J: Every other week we try to do something like a creative competition for top performers. We are working on becoming more intentional and really getting everyone striving to do their best work. 

E: The real motivation comes from the very real connection between the work our Pro Assistants do, and the meaningful, tangible impact it has on the business owners we service. But it doesn’t hurt when our top performer gets a Hoverboard or a flight around Richmond in an open air WWII plane either. 

Talk to us about the challenges Hourwise faces.
J: Growth is the real challenge, and finding the right people to help facilitate that growth. None of us have grown a business like this and you have an idealistic approach when you start but then you realize there is a necessity for structure. We are learning the hard way that good quality communication is key, but I think we’re doing a good job.

Tell us a little bit more about  being a part of the startup culture in Richmond. 
J: We are pretty involved in the startup ecosystem, and that has helped tremendously. Jim Ukrop with NRV, and Will Loving with Altron Capital are in our corner and have been instrumental in our success.  We were also fortunate to partake in Lighthouse Labs two years ago. That mentorship network continues to be supportive to this day. Really, the entire Richmond ecosystem has been invaluable. 

What’s in your startup library?
J: Lean Startup, Running Lean, Good to Great

E: E-Myth, 7 Habits of Highly Effective People

Where do you see Hourwise in 5 years?
J: Hourwise will be THE platform people rely on to get work done and save time.  We want to revolutionize the way trade services are done and elevate expectations in an industry that hasn’t changed much in the past 100 years.  In that process, the technology we are building will open up remote job opportunities to support the tradesman across the country.  We’ve always had a personal mission to connect the unemployed and underemployed with meaningful work, and believe that we are on a path to do that.  

E: I believe that Hourwise will be THE brand that Pros go to for all things “Business”. The Hourwise platform will support pros through all aspects of their brand - providing tech, tools and connections for marketing, sales, financial, administrative, compliance, purchasing power, to name a few. 

How does the team spend Happy Hour(wise)?
J & E: Starting an afternoon right with a nice glass of grapefruit moonshine on the rocks from Belle Isle. Duh.

Behind the Bar: Brian Nixon of McClellan’s Retreat

In the upscale Dupont neighborhood of Washington, D.C. sits a bar named after a well known, if not infamous Union Commander. The bar that bears his name offers a wide-ranging cocktail menu and monthly specials that turn cocktails on their heads using unique and local ingredients. We sat down with Brian Nixon, general manager and bartender, at McClellan’s Retreat, to find out more about how this bar became a local favorite.

INTERVIEW: BRIAN NIXON

How long have you been “behind the bar?”
I've been in the business for somewhere around 16 years. I've worked everywhere from divey Irish bars to most recently the inimitable Rose's Luxury. I started focusing on craft cocktails about 6 years ago when I worked for a short stint at the now defunct Sibling Rivalry in Boston. 

Tell us about the inspiration behind the name. Why McClellan?
We are located about a half block from the statue dedicated to General McClellan. The Retreat portion of our name is a bit of a double entendre. McClellan, although beloved by his troops, had a reputation for not engaging the enemy and always requesting more troops. You also have the second meaning of "retreat" as in a place to relax, and as you can see from the photos, we offer a cozy atmosphere and good drinks, perfect for just that. 

How is the bar at McClellan’s Retreat unique?
I think we fill a special niche not being fulfilled a lot in DC and other places. We offer a casual, relaxed atmosphere with really good drinks and none of the pretentiousness you can experience at other "Cocktail" bars. Mostly we just like getting to know the people that come in and making sure they have a great time while they're with us. It doesn't matter if you want a Vodka Tonic or one of our house creations, we just want you to have a good time. 

What is your go-to cocktail?
I change cocktails with the seasons, really. If I go into a new cocktail bar, I generally order a Jack Rose. I want to see if they know how to make it, if they have the ingredients, is their juice fresh, and do they make their own grenadine. It also shows if they understand balance, much like a daiquiri, which I know is the go-to for many of my colleagues. If it's just going out to a neighborhood bar with friends, give me a High Life and a shot of rye, and I'm a happy camper. If I'm making something at home, it's usually a Left Hand or an Old Fashioned. 

Do do you drink when no one is looking?
The White Russian. I love them, always have always will. Although since college, I've upgraded mine just a touch from Velicoff Vodka and Kahlua with a touch of Buttershots to Tito's and Lucano Caffe. I even tried it with Belle Isle, Lucano Caffe and a splash of Raspberry Liqueur the other day and it was really tasty. 

Did McClellan have a favorite cocktail?
Funny actually. McClellan was a teetotaler.

What’s coming up at McClellan’s? 
We like to give folks a reason to keep coming back to visit us at McClellan's Retreat. Each month, we switch out the specialty cocktail list to reflect a different theme. Currently, we've got "Who's Fooling Who", where we took Classics and put them on their head, the "Martini" with the Belle Isle Honey Habanero being a prime example. The next couple of months we have "Spring Blooms" which will be floral and vegetal cocktails, then "America's Pastime" which will have baseball inspired cocktails and beer-tails, and then July is Rickey month here in DC which is always a lot of fun.

Photos by Alex Kreher

El Martini

Ingredients

• 1/2 oz. Belle Isle Honey Habanero

• 2 oz. Tequila Cabeza

• 1/2 oz. Cocchi Americano

• 2 dashes Orange Bitters

Preparation

Add ingredients to mixing glass, fill glass with ice, stir until well chilled. Strain into a coupe, express lemon peel over glass, place on Rim of glass.

Recipe by Brian Nixon

The Sophisticate

Ingredients

• 1 1/2 oz. Belle Isle Premium Moonshine

• 1/2 oz. Vedrenne Orange Curaçao

• 1/2 oz. Lime Juice

• 1 oz. Cranberry Juice

Preparation

Add all ingredients to a mixing tin, fill tin with ice, shake until cold. Double strain into a Coupe, garnish with lime wedge.

Recipe by Brian Nixon