Be the Bartender Every Tourist Wants to Take Home

Summer, otherwise known as tourist season, is upon us! Our city's festivals, the opera, its beauty, music on the Plaza and gorgeous weather all land Santa Fe on Top 10 lists in travel guides around the globe. Tourism is our biggest industry, and anyone who works behind the bar knows those folks are our biggest source of annual revenue. It can be overwhelming to have the hoards descend upon our small town (and take up all the downtown parking spots!), but when we help guide them to the best experience possible, that steady stream of visitors, and their travel dollars, comes back year after year.

Become their new friend in town. Hospitality means greeting every guest like an old friend. While tourists are in town, they want to feel at home, so ask their name, where they are from and what brought them to Santa Fe. That kind of personalization sets you apart from the other bartenders they will meet.

Fuel them with food and drink. Have at least three go-to spots in mind to share. Where do you go for the best breakfast burrito, margarita or special occasion dinner? Tell them who to ask for when they visit your favorite bars so they have a point of contact at their next destination. What comes around, goes around, and those bartenders will likely send their customers to you, too.

Be the best tour guide they've ever met. When I'm behind the bar, and someone says they are going to Taos, for example, I suggest they go up the back way, through Tesuque and Truchas, then come back down on the highway. I'm proud to show off as much of my state as possible, and they are appreciative that someone took the time to offer those kinds of suggestions.

Get to know some local artists. We are smothered in art galleries. Take the time to visit some, so you can recommend the ones you loved or identify specific local artists visitors should check out. If you are an artist yourself, share some insights to that world. With art being our other big industry, the more you share, the more your guests will come back and tell you about their experiences and purchases—over another drink—the next day.

Be gracious. There's always that one annoying, loud-mouthed guy who thinks anyone in a small town is a backwoods hick; they claim that nothing is as good as wherever they came from. I deal with these folks by killing them with kindness and showing them what Santa Fe hospitality is all about. We have more culture, history and James Beard-nominated chefs in our little town than many cities do spread out across their millions of inhabitants. Rise above the ignorant folks and dazzle them with how awesome you are. If that doesn't turn them around, don't take their "big city" attitude personally. Deep down, they're probably just jealous they don't get to live in our little slice of paradise.

Letters to the Editor

Mail letters to PO Box 4910 Santa Fe, NM 87502 or email them to editor[at]sfreporter.com. Letters (no more than 200 words) should refer to specific articles in the Reporter. Letters will be edited for space and clarity.

We also welcome you to follow SFR on social media (on Facebook, Instagram and Twitter) and comment there. You can also email specific staff members from our contact page.