Opening a bar in New York City is like stepping into the ring with a heavyweight champion. You’re not just competing with neighborhood staples; you’re up against icons, some of which have been serving drinks since Prohibition. But if you can make it here, well, you know the rest.
I’ve spent 13 years eating and drinking my way through this city as a food blogger for NYSF. I’ve seen bars rise like a perfectly poured Guinness and crash harder than a flaming tiki drink mishap. So, let’s talk about what works when starting a Bar in NYC, what doesn’t work, and how you can carve out a space in the BIG apple’s legendary drinking scene.
Location: The Difference Between Thriving and Dying
Picking a spot for your bar isn’t just about where you want to be; it’s about where you need to be. The Lower East Side? Fantastic for hip crowds who love speakeasies. The Upper East Side? Perfect if you’re catering to an after-work whiskey crowd. Brooklyn? A playground for craft cocktail enthusiasts who will debate mezcal nuances like it’s a fine art.
The key? Know your audience before you sign a lease. Foot traffic, competition, and neighborhood demographics matter. That dive bar that’s been around since the ‘80s? It’s still standing because it belongs there. If you try to open a high-end martini bar in a neighborhood where people just want a cheap beer, you’re setting yourself up for failure.
Real Life: Look at McSorley’s Old Ale House. This East Village institution has been serving beer since the 1800s, and it thrives because it understands its audience: people who want history, no-frills service, and a no-nonsense beer selection. Its unwavering commitment to tradition is exactly why it’s still standing in a city that constantly reinvents itself.
Take a look at this video:
Starting a Bar in NYC: Concept is Everything
Having a clear, unique concept isn’t optional—it’s the lifeblood of your bar. Let’s look at some of NYC’s greatest success stories. A bar dedicated entirely to rum? A smash hit. A place that only serves drinks in vintage glasses sourced from estate sales? People love it. A high-end cocktail lounge hidden behind a hot dog stand? An NYC institution.
Your concept should do two things:
- Stand out – NYC doesn’t need another generic sports bar.
- Be practical – A bar that only serves absinthe sounds cool, but will it pay the rent?
Real Life: Take PDT (Please Don’t Tell). Hidden behind a phone booth in Crif Dogs, this speakeasy is a prime example of how a strong, unique concept can create a lasting impact. The secrecy and exclusivity made it a must-visit destination, and the expertly crafted cocktails keep people coming back.
Watch this video to get a glimpse:
Licensing and Bureaucracy: The Not-So-Fun Part
Let’s be real—getting a liquor license in NYC is like trying to win an argument with a bouncer. It takes patience, persistence, and knowing the right people. Here’s what you need when starting a bar in NYC:
- A liquor license from the New York State Liquor Authority (SLA). This process can take up to six months.
- A business license and permits for food service if you plan on serving snacks.
- A certificate of occupancy and an alcohol license from the city.
And don’t forget community board approval. If your bar is in a residential area, neighbors will voice their concerns. Be prepared to address noise, crowd control, and hours of operation.
Real Life: The owners of Death & Co. faced significant hurdles getting their liquor license due to strict community board regulations in the East Village. They navigated the red tape with patience and professionalism, proving that persistence pays off when dealing with NYC’s complex liquor laws.
The Science of the Perfect Menu
Your drink menu should be as well thought-out as your business plan. Some bars overload their menus with a dozen variations of the same cocktail. Don’t. Keep it simple, but make sure every drink is intentional.
Pricing also matters. If you’re slinging $20 cocktails, you better have the ambiance to justify it. If you’re offering $5 well drinks, volume is your play. And let’s not forget the importance of an electric can opener—because even the most upscale bar needs a reliable way to pop open cans of tomato juice for those brunch Bloody Marys.
Food is optional, but smart. Even a basic snack menu can keep patrons drinking longer. Plus, NYC laws make it easier to obtain a full liquor license if you serve food.
Real Life: Dante, an Italian-inspired aperitivo bar, perfected its menu by focusing on classic cocktails done exceptionally well. Its Negroni variations became so legendary that it won the title of World’s Best Bar. Quality over quantity wins every time.
Watch this video to get a glimpse:
Staff: The Backbone of Your Bar
A great bartender is part mixologist, part therapist, part showman. You want people who can make a perfect Old Fashioned, crack a joke, and handle a rush without breaking a sweat. Pay them well, train them better, and treat them like gold. A surly bartender with a heavy pour might keep regulars happy, but bad service will sink you.
Bouncers? Non-negotiable. Your bar’s vibe should be welcoming, but safety is key. Over-served customers, fake IDs, and the occasional unruly guest—these are all part of the nightlife game. A good bouncer isn’t just muscle; they’re the unsung heroes who keep the night running smoothly. For more tips about best practices for nightlife establishments, read this.
Real Life: Employees Only has a reputation for having some of the most skilled and engaging bartenders in the city. Their ability to balance efficiency, charm, and top-tier cocktail-making has helped the bar maintain its legendary status.
Watch this video to get a glimpse:
Marketing: You Need More Than Just an Instagram Page
If you build it, they might come—but they definitely will if you market it right. Here’s what works:
- Social Media: High-quality photos, cheeky captions, and engagement are a must. People drink with their eyes first.
- Influencer Partnerships: A well-placed shoutout from a local foodie (like me) can drive serious traffic.
- Events & Themed Nights: Trivia, live music, or a rotating cocktail menu can create buzz.
- Press & PR: Getting featured in NYC food and drink blogs (again, hi!) can elevate your brand instantly.
- For more ideas, read our restaurant marketing tips.
Real Life: The Dead Rabbit used a mix of storytelling, social media, and old-school hospitality to build a brand that drew international recognition. Their Irish pub-meets-cocktail-lounge vibe, combined with a strong marketing push, made them an instant classic.
Watch this video to get a glimpse:
Final Thought: Why You Should (or Shouldn’t) Do This
Opening a bar in NYC is like entering a high-stakes poker game. The thrill is real, but so is the risk. If you have a strong concept, a solid financial plan, and a true love for hospitality, this city will reward you. If you’re just in it for the aesthetics and the idea of owning a cool spot, you might want to reconsider.
But hey, if you do go for it, and it’s good? You better believe I’ll be there, drink in hand, writing about why your bar is the next must-visit spot in NYC.
