Today we’d like to introduce you to Othón Nolasco.
Va’La Hospitality began in the summer of 2017 when Damian Diaz and I were running Everson Royce Bar in The Art’s District of DTLA. In January of 2018, we joined forces with a close friend and established barman Aaron Melendrez. Va’La Hospitality positioned itself for both immediate and future success by realizing the power of threes.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Of all the challenges faced, by far the most frustrating has been, everyone wants dope shit, but nobody wants to pay for it. As partners, we refused to let being undercut by potential clients deter us. We decided to not undertake projects when compensation wasn’t in line with the required scope of work. Thank you, but no thank you is often the best response. Lesson learned.
Please tell us about Va’La Hospitality.
As seasoned veterans of the food and beverage industry (combined experience of 44 years) with numerous successes that range across all aspects of the field. As of today, we have worked in every style of bar, from nightclub to Michelin star fine dining restaurant to the creatively driven cocktail bar. Our experience calls Los Angeles home as the hub of our network and experience. The bar programs we have established and operated continue(Everson Royce Bar, Salazar, Guerrilla Tacos and Here And Now)to receive both local and national attention (Esquire “Hall of Fame” Best Bars in America) Everson Royce Bar (2017) & Here And Now (2019).
What we do: Va’la Hospitality is a modern and creative consultancy focused around the drinking and cocktail experience through the lens of hospitality. With expertise in some of the most highly regarded bar programs in Los Angeles, the aim is to consult on projects to improve client margin, create disciplined processes for foundational structures, and to create bespoke experiences for their unique client needs. As a team, we have a strong work ethic and a creative POV when it comes to authentic cocktails.
Va’La Hospitality is a full service consulting company offering the following services:
Bar Concept Development and Design
Beverage and Cocktail Program Creation
Strategic Placements and Brand Activations
Brand Social Media Management. Creating, Curating and Execution of Client Digital Media.
Large Scale and High Volume Operations Management of Bar Operations
Multi-Tier Beer/Wine/Spirits Selection
Beverage Cost and Tracking
Talent Recruitment
Staff and Spirits Training
Inventory + Bar Operations Audit Performance
Brand Partnerships and Management
What sets us apart?
Our heritage in cocktail making.
Our experience in creating several of the best bar programs in America.
Our process of evaluating our client’s unique needs.
Our dedication to delivering systems that result in profitable and successful partnerships.
What are we most proud of as a company?
Following our first consultation as a Hospitality Group, we decided to invest in ourselves. Ya Basta! evolved from barebones “office” in a 106 yr old building. With a DIY mindset, we fabricated nearly everything in our creative space. From the 22′ working bar with three individual bar stations(1 for each partner) to the conference table we hold meetings at. The only furniture we didn’t build ourselves is the mid-century modern pieces we scoured Los Angeles for. Commercial Stainless steel refrigeration fills our bar prep kitchen allowing us to prep for large events of 1,000+ guests.
Having our own creative space allows us to service our clients in several distinct ways. We are in control of availability and will never be priced out of a venue. If there’s a meeting, a staff training/tasting session or cocktail hour we’d like to host, it’s always available.
If you had to go back in time and start over, would you have done anything differently?
Traveled more together! We missed out on Tales of The Cocktail this year due to a project conflict, we do have trips planned together in the next several months.
Contact Info:
- Address: 768 S. Boyle Ave.
Los Angeles, CA 90023 - Website: www.valahospitality.
la - Phone: 213.375.4908
- Email: [email protected]
Image Credit:
@melhummel Mel Castro
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