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Long before the drone of Tom Shane or the whine of Ray Vinson, it was the voice of Lisa Keller that dominated the local airwaves. If you were in St. Louis in the ’90s and don’t remember “Hi guys, it’s Lisa with The Bartending Institute,” well, I suspect your radio was turned off. Having attended the school herself in 1985, she pulled a Victor Kiam and bought the company in 1990. Soon that smoky, flirty, all-too-familiar bar voice will be back on the radio pitching both the BTI as well as her newest concoction, the name-says-it-all Morgan Le Fay’s Tapas Bar and Martini Lounge (14314 S. Outer Forty, 314-317-9181). Whew. Let’s hope she’s buying 60-second spots.
So how did you embark on what became BTI’s legendary radio campaign? Never having recorded a spot, I had three dirty martinis prior to cutting the first one—at least I was relaxed. I was part owner, part instructor and became sole spokesperson.
And it’s still in operation? My family still owns it. The two-week course still covers the basics of the industry. No flair, no fancy stuff. Individual bartenders can add that later, similar to how a chef might put his spin on a dish. Tossing around bottles won’t get you a job, but solid, quick drink-making skills will. Plus, we offer lifetime retraining and placement assistance.
Is there a standard pour, the proper amount of liquor to expect in a drink? In publications, it’s 1 ounce of liquor and 2 ounces of mix for the standard highball. But we teach ratios: A gin and tonic is simply one part to two parts. Mind the ratios, and a bar can mix a proper drink any way they want. It’s all about the glassware.
Enlighten us about the origins of the Morgan Le Fay name. She was King Arthur’s half-sister, thought to be the evil sorceress that brought down Camelot. I was taken by a modern interpretation that referred to her as his power base, an early symbol of female strength.
What “next new thing in cocktails” will you be serving? Muddled and fresh-fruit drinks. Varieties of mojitos and creations with herbs, spices and even teas—all handmade. We call them “smashers” because no one knows what a muddler is.
And you can avoid the cost of premium liquor. You can, but we don’t. You can eat for sustenance or eat for the experience. Same goes for cocktails. Premium liquor tastes better, and you’ll appreciate its purity later. Less of a hangover translates to having more fun the night before, which comes right back to us. We want you to remember the fun, not the after effects. I taught that for years.
Makes sense—you never return to the place where you got sick slugging cheap tequila. You can overindulge drinking anything. But I feel good drinks equal good times, which bring repeat business. Because of excellent marketing, selling premium anything—from Gucci to Grey Goose—is easier now. We’re just following through.
Anything else that will distinguish you? Creating drinks along the lines of food pairings is part of the future of cocktails. Grapes and walnuts go well together, so we’re experimenting with a cocktail with grape vodka and walnut liqueur.
What prompted you to make the jump to restaurant ownership? I wanted to create a small-plates dining and lounging area in one; a social environment that’s not dark or loud. A similar environment to what’s in my home, complete with games.
Coming from the east, you’re a little hard to find. True, but two bar-and-grill–type places coexisted right next to each other for over 20 years. The traffic is here.
So I’m guessing that the highway closing doesn’t bother you. That was the main reason for picking this location.
But you’re not a bar and grill. We’re surrounded by chains, fast food and fine dining … no white collar casual, which is what we are. You don’t have to head east to experience something unique and innovative. Your party can do some small plates and move around and play a game of Scrabble.
Do you think the entrée is passé? The big portions of food are passé. The entrée, if it’s smaller or within a prix fixe menu, is very much alive.
And games are coming back around? Some never left, but what’s new is participation in digital games. We plan to organize Wii bowling leagues and possibly Wii golf. Mondays may be “Wings and Wii” night.
Very innovative. Who’s your customer? We’ve been lucky—we call it “the shift change.” We get a happy hour group looking for drinks and nibblies, then we get an early dining group after the more traditional seating and the small portions, followed by the soft-seating crowd—and then the bar fills back up.
What’s happening in the beer market? The niche will continue to be in microbrews. The reality is that the big guys will continue to gobble them up. A-B wisely believes in “buy it and leave it alone.” Wheat beers in snifters—to catch the aroma—are big.
A little something borrowed from the wine industry. The beer market is a clear example of how tastes are evolving. People want more. They want to be more entertained with their beverages.
You allow smoking in the bar and in part of the restaurant. How do you handle that controversy? Buy more smoke eaters. I was told I needed one, and I may end up with four.
What does Lisa do on her days off? I don’t think I’ve left here since June 11.
