I’m Sam Geller, founder of Our Most Important Spy.

I got my start in this business bussing tables at the Waverly Inn — and 15 years later, I’m still in it, helping bars become the best version of themselves.

Over the years, I’ve helped open Skytown, Primos, Rhodora, and most recently Rodeo, and was the bar manager at Rhodora and Rodeo. I’ve designed cocktail menus that earned press and regulars — from dive bars to natural wine spots to the cocktail list at the Michelin-starred restaurant Corima — always with the same goal: drinks that are innovative, balanced, and that keep people coming back.

I believe bars and restaurants serve a special role in our neighborhoods and our lives — they’re a “third place” that brings people together. A good bar is more than good drinks; it’s where strangers become friends, ideas are born, and memorable nights become legendary. And at the end of the day, a bar should be fun — for the guests, the staff, and the owners alike.

I know the work because I’ve done the work — late nights, early deliveries, tight margins, big ideas that actually need to get poured, costed, ordered, and served. That’s what I bring to consulting: real systems, clear steps, and an eye for the details that turn a bar into a place with staying power.

Whether you’re opening your first spot or refining an established bar, Our Most Important Spy is here to help you get it right — and keep it thriving.