How Zach Rivera Created a 1970s Cocktail Bar Experience

Nestled in the heart of Chicago, Golden Years is a cocktail bar that stands out with its nostalgic charm of the early 1970s. Its founder, Zach Rivera, strived to create more than just a cocktail bar; he sought an authentic experience. As Rivera shares insights into his inspiration, creative process, and the challenges and strategies behind his bar’s success, he offers a glimpse into the dedication it takes to bring a unique concept to life in the competitive world of hospitality.

Inspiration Behind the Concept

SBS – What inspired you to create a 1970s-themed cocktail bar, and how did you envision its atmosphere?

Zach – The space that the bar is in had a very 70s feeling to it — lots of wood with some ornate details. It hit me like a ton of bricks when I walked in for the first time. After that, I started searching for music that fit that feeling, which turned out to be the rock and blues of that time: Allman Brothers, Bonnie Raitt, Buddy Miles, Joe Cocker, and David Bowie (Golden Years is named after his song). There’s a ton of depth in the genre, so the idea was born. The cocktails are all inspired by cocktails or ingredients of the time with the help of Stan Jones’ Complete Bar Guide (published in 1977). Golden Years is a casual neighborhood cocktail bar inspired by the rock and blues of the early 1970s.

Unique Selling Proposition

SBS – How do you differentiate your bar from other cocktail bars in Chicago? 

Zach – We are absolutely the only cocktail bar in the US that is fully defined by this time period. It’s not just decoration, it’s the soul of the bar. There is no other bar in Chicago that will give an experience like ours with the same dedication to the concept. 

Menu Development

SBS – Can you describe your process for developing the cocktail menu? What influences your drink selections?

Zach – My personal process is through inspiration first — in this case, drinks of the 70s. With the help of Stan Jones’ book, I was able to find a lot of starting points. Often, this was a particular cocktail that sounded interesting, like the Merry Widower martini, which has absinthe and Benedictine in it. With this, it was just a matter of finding the right ingredients and the right ratios, which took some tinkering. Other cocktails were more inspired by ingredients, like Dubonnet, a lesser-known aperitif wine that functions a lot like a vermouth. For this, I ended up using it as an ingredient in a grenadine that we make for the Jack Rose.

My process is a lot of research and planning ahead of time. The drink making is usually the second half or even the last third of the process. 

Supplier Relationships

SBS – How do you source your ingredients, and what role do local suppliers play in your operations?

Zach – We use a variety of suppliers in Chicago which allows us to get things from near and far. Because this menu is not a Chicago-themed bar in any way, it was unimportant to use a lot of local ingredients. But, when it makes sense, we use local companies, like Metropolis Coffee.

Event Hosting

SBS – What types of events do you host, and how do they contribute to your business strategy?

Zach – We’re open to hosting all kinds of events: engagement parties, birthdays, social gatherings, etc., pretty much anything. It is definitely a big part of our strategy to try to cater to people looking for a place to host. We price aggressively and try to maximize SEO and online advertising for this.

Marketing Strategies

SBS – What marketing strategies have you found most effective in attracting new customers to Golden Years?

Zach – The biggest impact comes from local collaborations. The more cross-promotion we get, the wider our audience becomes. We’ve hosted events for local shops, joined the local chamber of commerce, and tried to make friends with businesses in the neighborhood. We also try to prioritize value for our customers. We want to be a place where people can come back often, as opposed to a rare treat.

Aside from that, the basic tenets of hospitality are friendly service, cleanliness, and quality products.

Challenges Faced

SBS – What were some unexpected challenges you faced when starting Golden Years, and how did you overcome them?

Zach – As a small business owner, money is always the biggest challenge. Unexpected costs come from repair costs, new equipment needed, etc. When things are tight, it’s hard to spend money on marketing and advertising, and when you’re an independent business, you have no other help on that front. The only way to overcome financial challenges is to buckle down. Limit any unnecessary spending and make sure cost-of-goods are in line. Sometimes, you have to go without pay. The first year is always the hardest. Just gotta hang tight.

Staff Training

SBS – How do you train your staff to deliver exceptional customer service, and what qualities do you look for when hiring?

Zach – I try to hire based on personality rather than experience. The best resume is not usually the right fit. I look for eager people that are interested in learning a new way of doing things. However, if the person isn’t hospitable by nature, there is no amount of training you can do to fix that. I can teach people how to bartend and how to make cocktails and try to hold staff trainings as much as possible.

Financial Management

SBS – What financial strategies do you employ to ensure the sustainability of your business?

Zach – At this point, I’m still overseeing every aspect of my businesses (Golden Years and Moonflower), so I’ve gotten into a rhythm over the past three years and have a good handle on weekly/monthly costs. Frugality and being realistic are key. Knowing when to hunker down and when to loosen up a bit. Also, knowing what is in and out of my control. I can create a plan for my liquor license renewal, but if my forecasted numbers are off, then I have to change the plan.

Community Involvement

SBS – How important is community involvement to you, and what initiatives have you undertaken to engage with your local community?

Zach – Extremely important. That’s both local businesses and the people that live in the neighborhood. We try to collaborate on events as much as possible and cross-promote. We try to discount or waive fees for using our space for local schools or organizations. Most of all, we try to connect with people when they’re here. The difficulty there is not being physically present as much as I’d like, but our staff is usually good at building relationships in my (and my business partner’s) stead.

Sustainability Practices

SBS – Are there any sustainable practices you have implemented in your bar operations?

Zach – Sustainability efforts only make sense when they improve the bottom line. Only large groups with a lot of resources can afford to spend more on products or labor to reduce waste or carbon footprint. It may be popular to say that you’re a sustainable bar, but the reality is that the actual effect is usually minimal.

We generally use all parts of the ingredients. We make use of old wine. We use paper or agave straws. We recycle. We do what we can.

Mentorship

SBS – Have you had any mentors who influenced your journey as a business owner, and what advice have they given you?

Zach – Unfortunately, no. I have colleagues that I’ve been able to rely on, but I was never lucky enough to call someone a mentor.

Advice for Aspiring Entrepreneurs

SBS – What advice would you give to someone looking to open a similar business in the hospitality industry?

Zach – Networking for the sake of networking is the thing I enjoy least about this business, but unless you’re independently wealthy, it may be the key to your success. In addition to finding potential funding, you may find potential opportunities, partners, or inspiration.

Unless you’re passionate about this industry, it’s not going to work out.

Have a clear message to your audience. What are you and why should people spend their money with you?

Be able to do every job in the building. I can’t count the number of times I’ve had to fill in. Be prepared to do it all.