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

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

Over the years, I’ve helped open and bar manage Skytown, Primos, Rhodora, and most recently Rodeo—the first bar of my own. I’ve designed cocktail menus that earned press and regulars — from dive bars to natural wine spots to the innovative cocktail list at the Michelin-starred restaurant Corima.

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 nights become legends.

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: on the ground experience, 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.