The outside world is starting to wisen up to what we already know: working in bars and restaurants is an intense, highly physical, highly skilled job that requires wells of mental energy, empathy and emotional labour. Researchers and writers taking an interest in our work are echoing this fact loud and clear: bartending is an extreme job. Hospitality work is not for the faint of heart. And our current way of making it all happen is unsustainable. And this is just on an average day… not to mention working around high-stress, high-pressure events like the Super Bowl, Mardi Gras, and Tales of the Cocktail.

This seminar focuses on anticipating the pressure and expectations ahead of the Superbowl, and making mental and physical plans to handle the upcoming stresses of still needing to show for guests who expect the best hospitality. Based on recent research theories about stress, mental resilience, and cognitive ergonomics, we will include tips and tricks for finding equilibrium before, during and after this event and future ones.

Julia Segal is the founder of Body of Work, an inclusive design consultancy serving the hospitality industry. She has spent 15 years working in restaurants and bars in Canada, the United States, and Europe. She is also a hospitality researcher, writer, and professor.

Building community is key in hospitality, and mentorship is a powerful way to do it—whether you’re guiding others or learning from them. In honor of National Mentoring Month, join us for an insightful session with industry consultant Zahra Bates on defining mentorship styles, followed by a dynamic panel of hospitality titans from New Orleans, Gary Gruver, Director of Beverage/Global Operations, US & Canada at Marriott International and Touré Foulkes, Executive Director & Founder at Turning Tables as well as Jen Marshall from Moët Hennessy Trade Advocacy. Don’t miss this opportunity to connect, grow, and be inspired!

Zahra Bates, a hospitality veteran, is renowned for her passion for uplifting others—particularly those from underrepresented backgrounds. With a career spanning global roles, Zahra has worked as a cognac ambassador, mentor, and founder of Art Beyond the Glass. Her journey, from bartending at LA’s Bar Marmont to leading innovative bar programs worldwide, reflects her commitment to sharing her knowledge and inspiring the next generation of hospitality leaders.

At 3:45 p.m., the New Orleans drinks industry is invited to attend a happy hour. Bartenders, event venues, spirits brands, and all members of the spirits industry can learn how they can participate in Tales of the Cocktail 2025, which will take place July 20-25, 2025, in New Orleans. Foundation team members will be present to answer questions on how local bartenders and venues can get involved at the conference by either attending, getting hired to work events, or being added to the recommended venue list to host events.