Extra, Extra!
Bartender Daniel Dameron gets creative with the menu at Alley Cat Lounge.
Bartender Daniel dameron | Photos: Will Blunt
When Daniel Dameron accepted the bar manager role at Alley Cat Lounge, he also took on a second job as editor-in-chief of the Alley Cat Rag, the bar’s newspaper-inspired menu.
The Alley Cat Rag has been around since the bar’s creation and was originally simpler in design: black and white, with about 80 classic cocktails. Dameron, however, wanted “to add more house drinks, and something more my style,” he says. Now, the Alley Cat Rag’s design and cocktails are centered around a rotating theme of Dameron’s choosing.
Once he decides on a theme (usually “random as hell”), Dameron creates around 32 cocktails that work within the story. “I'll have the theme and the first 20 drinks down, and then go to my team. They contribute drinks to the menu, and we try to include everyone in different ways.”
Music was the theme for the Playlist edition, which included the She’s So High cocktail with gin, lemon, shiso, cucumber, and a yuzu-lime soda. Dameron hired a local illustrator to draw portraits of the staff and included their favorite songs and accompanying cocktails. “We played the music from the menu at the bar. Guests got really excited when they heard their song. It was really fun!”
Some menus are more story-driven, like the Drunk History edition, which was inspired by famous (or infamous) alcohol-related historical events. And, for a recent Heroes and Villains menu, the newspaper showcased comics and colorful retro illustrations.
The menu changes about twice a year, and the whole process takes around three months from start to finish. Dameron collaborates with a graphic designer and local illustrators to bring the Alley Cat Rag to life. And, to help with the costs, Dameron sells three to five ads per menu, usually to beverage brands. “We never have trouble finding sponsors.”
Now, the Alley Cat Rag has a loyal readership, and Dameron has noticed the atmosphere at the bar change. “People sit for longer and enjoy themselves. They’re open to trying different things and talk to us about their options.”
