11 Hospitality
Creating exceptional
hospitality experiences.
Building successful businesses. We create, develop and transform hospitality businesses — from a new venue to an existing one that needs to perform — combining years of international experience with creative thinking, operational expertise and a strong commercial understanding.
B2B · Services · By 11, born in Barbados
What we do
Eleven disciplines, one practice
Venue design & guest experience
01 Designing high-performance venues · 02 Experience & atmosphere
Venues that look good, work efficiently and deliver a memorable experience.
Food, beverage & revenue
03 Menu engineering & revenue · 04 Beverage development
Menus and drinks programmes that improve the guest experience while increasing profitability.
Operations, teams & training
05 Operational efficiency · 06 High-performance teams · 07 The academies
Running rooms well, and the people who make them run.
Events, insight & innovation
08 Event & experience delivery · 09 Performance & insight · 10 Regulatory & compliance · 11 Innovation
Delivery at scale, measured honestly — with innovation run through the practice, not beside it.
The room
Rooms that earn their atmosphere
Venues, concept to opening
A beautiful room that cannot serve is scenery. Flow, sightlines and seat economics designed into the floor — not patched in after.
Atmosphere, composed
Light, sound, scent, pace and welcome — tuned by daypart, scripted touchpoint by touchpoint, with a signature moment in every format.
The menu as a P&L
Menu architecture, price & portion, contribution per cover — and a beverage program where the house pours straight into the glass.
The brand engine
Branding, marketing & sales
A room nobody has heard of is an empty room. We build the brand, the story and the pipeline that fill it — then measure all three.
Brand & story
Naming, identity and story built to the house standard, carried through menus, rooms, uniforms and serves.
Marketing that fills rooms
Launch campaigns, programming calendars and partnerships, measured in covers and bookings — not impressions.
Sales & pipeline
Group sales, private events, trade and wholesale relationships — a named owner and a number on every channel.
People & scale
Teams, academies, events
High-performance teams
Recruit for warmth, train for skill — pre-shift rituals and development ladders that turn hosts into general managers.
The academies
Training as a product, not a cost line — flagship: the Bajan Bar Academy, teaching craft on the spirit’s home soil.
Events at scale
Premium F&B for festivals, arenas and immersive events — designed rather than concessioned, one team, one standard.
Selected previous experience
Where we’ve done it before
Experience across our team includes Soho House — London; Cobblers Cove — Barbados; Amara — Cyprus; Dragonfly — India; LAB — London; Townhouse; and the London Academy of Bartending. Project detail and each team member’s role publish with approved profiles.
How we work: Discover → Develop → Deliver → Measure.
The new disciplines
Art. Music. AI.
Not three separate services — art direction, music programming and practical technology, woven into the practice to lift the guest experience, the team and the commercial result.
Rooms curated like galleries — commissions, collections and resident artists that give a venue a point of view.
We craft the highest-level music experience, from the lounge to the stadium.
AI is the floor, not the ceiling — we build everything with the human touch, powered by AI.
With the still
Distillery services & liquid development
From bare land to first barrel, and the liquid to fill it — delivered with 11 Distillery: land acquisition, design & planning, build, master blending and bottle creation.
How we work
Three ways in
Strategy, concept, venue and beverage development — handed over opening-ready, with the client owning the result.
Management, training and performance improvement — we run the room or lift the one you have, standards and dashboard included.
Selected joint ventures and revenue-share projects, subject to agreement — for venues, events and brands that want the house all-in.
richard@11parishesrum.com