“Special Alcohol Service Hospitality” (SASH) has been in operation since December 2009 and has a proven track record helping licensed venues to provide their best version of safe, effective and hospitable patron management.
The results of the training provide significant benefits not only for the venues, but for their patrons and the wider community too.
Sam Coffey has over twenty years experience in the hospitality industry, most of it in directorial, management and senior consultancy positions. He’s in the industry as he loves the diversity it can offer, the life experiences it can provide to patrons via such things as music, the arts, service standards, produce served & by providing a perfect environment for socialising.
He graduated from the acclaimed Blue Mountains International Hotel Management School and went straight to the coal face of the hospitality business as a barman, waiter, host and as a creator of events.
Over the past twenty years, Sam has had a diverse and fascinating career in hospitality working with a range of companies and freelancing management of events.
He has worked on events as diverse as the Golden Guitar Country Music Awards, Rugby on the House (Opera House) 2003 Rugby World Cup, Official WRAP party for Australian Fashion Week, Parlour X boutique’s relaunch, New York Fashion Week, Barefoot & Black Tie Cocktail Party at Palm Beach, a number of events for Oyster fashion magazine, a spectacular Lexus car launch at Icebergs in Bondi Beach and has co-ordinated birthday parties with $100k+ budgets.
Sam has had roles as venue manager at Rosemount Australian Fashion Week, as event co-ordinator for fashion label Little Joe by Gail Elliott and was the Sydney Representative of Hot House Media and Events representing the Fosters Group. He has also been employed as a consultant / promoter by some of Sydney’s highest profile bars to both establish them in the market & help maintain their standing, something that he did with much success.
Sam launched what is now Three Cheers Training in 2009 after he identified an opportunity to substantially improve the hospitality provided by licensed venues to their alcohol drinking patrons and in so doing improve their business itself as well as mitigate alcohol-related problems.
Sam also did a short stint working as an ‘Office of Liquor, Gaming and Racing’ (OLGR) / Liquor & Gaming NSW certified Responsible Service of Alcohol (RSA) trainer. He ran RSA Certificate training courses in 2014 / 2015 part-time so as to gain a greater understanding of the liquor laws and to study the RSA course, including how it’s delivered, in detail.