To walk through the door of a Barter & Shake concept is a bit like passing through Alice’s looking glass. Whether the visit is out of curiosity, a love of cocktails, or a social media-driven fear of missing out, Barter & Shake spots bend the rules of typical cocktail bars with otherworld experiences that have quietly gained them international attention.
Mixology Masters
Barter & Shake conquers the art of crafting immersive cocktail experiences.
Jason Asher and Rich Furnari are the drinks master and the storyteller, respectively, behind the hospitality group that’s been a driving force behind Phoenix’s emergence on the world’s cocktail map. The two founded Barter & Shake in 2016 alongside their first bar concept, Counter Intuitive. With Asher’s more than 20 years in hospitality, mixology, and food and beverage operations, and Furnari’s background in wine and flare for crafting tales, the pair were driven by a “what if” mantra.
In a time when Phoenix had few to no cocktail-driven bars, that first concept served as Asher and Furnari’s playground where they developed drinks alongside elaborate narratives—complete with props—around a theme and menu.
Soon, opportunities started coming to them, including the underground work bay of a former auto shop. The unique space fueled the team’s creativity. Building on ideas for an exotic drink concept, the intimate spot allowed them to go beyond drinks and décor with lighting, audio and visual elements that would put guests in the belly of a turn-of-the-century spice-trading Clipper ship.
UnderTow came to life in just six months and the immersive experience with expertly crafted cocktails made it an instant must-try destination.
As the cocktail scene, destination tourism and local community evolved in Phoenix, so did the Barter & Shake leadership team to continue its ability to grow and create. The next endeavor for the group brought the New Orleans Bayou to the desert. The Century Grand sets the mood with a mystic vibe of willowy trees, fireflies, lingering haze and layers of music that transport guests to another place and time.
It’s the setting for two concepts: Platform 18, where guests “board” a luxury Pullman-inspired train car with an engaging experience that feels so real people ask when the next stop will be. And The Grey Hen RX, an apothecary’s storefront facing the train where you might wait among the oddities of a 19th century pharmacist’s lab. Where Platform 18 represents Barter & Shake’s most participative offer to date, Asher says The Grey Hen comes to life with the menu that explores low and non-alcoholic drinks and wines.
Furnari and Asher say their ideas are inspired by travel, nostalgia and experiences outside the food and beverage scene, like escape rooms. “…we really don’t ever see boundaries on any idea, ever. We go in all the way so that boundaries can be addressed later,” says Asher.
“I’m a kid at heart. We all are. And that’s where the inspiration is drawn from: nostalgia. It’s recreating that sense of wonder for adults,” Furnari says.
The commitment to every detail has won them accolades culminating in two big recognitions this year: a spot on the 50 Best North American Bars list for Platform 18 and a Spirited Award for Century Grand as the Best U.S. Cocktail Bar from the Taste of the Cocktail Foundation.
“I think we all are really, really, really beyond thrilled and humbled to be recognized on that list,” beams Asher about the 50 Best nod.
He’s just as quick to turn the praise to his staff and team who were also nominated for Best U.S. Bar Team in the Spirited Awards, one of the industry’s most sought-after recognitions.
“As we continue to try to grow and develop every one of our members of our entire bar family, seeing a team rise to the occasion to receive even a recognition is something that is [very] cool,” says Asher, himself nominated in the Spirited Awards Best Bar Mentor category.
“I’m a kid at heart. We all are. And that’s where the inspiration is drawn from: nostalgia."
In the past few years, LFA has shifted further into helping small towns, tribes and nonprofits, as well as businesses.
“We launched the Arizona Economic Recovery Center during COVID because so much grant money was going to the large actors and not enough was reaching the communities it was intended to serve,” she explains. “We started it as a pilot, and it’s been so successful that we’re changing the name to the Economic Resource Center, continuing to ensure that Arizona gets its fair share of the taxpayer dollars that we put into the federal government.”
Post pandemic, the center continues to serve as a resource library where folks can get a grant writer, project manager or financial expert at no cost to help them compete successfully for federal grants.
“In the past 20 months, the program has helped small towns and tribes win about $33 million, and that’s on top of the $54 million that we distributed in small business relief aid,” Lanning says.
Photos: Mark Lipczynski (portrait) and Grace Stufkosky/Barter & Shake