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with Jack Dusty. Even at the bar, "all produce comes from within 35 miles of the resort," says lead mixologist Roy Roig. Speaking of the bar, having a lively one is key to Jack Dusty's success. The cocktail menu features a large selection of rums and specialty cocktails. "Gulpers," priced $12 each, are "long, refreshing and swiggable beverages" such as the Bait And Switch, with Plymouth gin, pink grapefruit, yellow Chartreuse and Talisker single malt scotch. Jack Dusty's "Sippers," also priced $12 each, are stronger, spirit-based cocktails, such as the Tidewrack Martini, with herb-infused vodka, dry sherry, Cointreau and kummel, served with a bed of houseinfused herb and vermouth olives. The bar also offers "Sandy Bottoms," punch drinks for sharing that are priced from $16 to $35 each and serve two to four people. CUSTOM COCKTAILS Roig, who came on board a few weeks before the opening and trained the staff, changes the cocktails every few months, both to reflect the seasons and to keep patrons interested and engaged. He believes in consistency and measuring, insisting that all bartenders use the jigger. But Roig acknowledges that customizing the drinks helps set the bar apart. "Cocktail menus are great, but the real experience is personalizing the cocktails for each guest," he says. In fact, he adds, "90% of the drinks I pour are off the menu." The bar aims to set trends and to keep quality high. Jack Dusty has 30 kinds of glassware and six kinds of ice. The bar staff creates their own infusions and bitters; they even barrel-age spirits on-site. To attract a local—and younger— clientele to Jack Dusty, the Ritz Carlton Sarasota identified social media as a key element in the launch. "We hired a third party, and even before we opened, we sponsored a New Year's Eve 'pineapple drop' where we gave away 'Who is Jack Dusty?' T-shirts with the web address," Cole says. "We had 800 followers on Twitter before we opened." Social influencers were invited in from day one. "We did openings for residents www.cheersonline.com Jack Dusty's head mixologist Roy Roig (above) pours with precision. Right, a glass of Nelson's Descent, a potent three-rum punch. on property, for the social elite and one for social Yelp Elites and Twitter and Facebook and had pretty great response," Cole says. And the good buzz continued, long after the free product was gone. Though Jack Dusty's average check is lower than Vernona's had been, revenue is up 40% just a few months since opening. Plus, the resort has exceeded its goal of drawing in more locals: The mix is now 70% locals and 30% hotel guests. Jack Dusty's relentless focus on service, fun and innovation at the bar will help make it a star on the Sarasota scene. Amy Sherman, a San Francisco-based writer, recipe developer and restaurant reviewer, edits the blog Cooking with Amy and is author of WinePassport: Portugal and WilliamsSonoma New Flavors for Appetizers. MAY 2013 | 19