“Special Alcohol Management Service” (SAMS) 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.
SAMS began at the Coogee Bay Hotel in Sydney where the venue’s primary goal was to decrease the number of patrons Asked to Leave (ATL) for intoxication. Secondary goals included seeing if we could decrease negative incidents as well as increase the hospitality experienced by the patrons themselves.
With time SAMS was developed. Via right guidance and right management of patrons ATLs decreased for intoxication and other reasons too including disorderly conduct, hospitality increased noticeably with many patrons regularly commenting positively on the new level of service, staff were happier, altercations / incidents decreased both on and offsite. Other benefits became apparent too. Over time we deployed more trained staff into other licensed venues and the results were the same there too. These venues reflected many different target markets and showed that SAMS works on any kind of patron, regardless of their social status, salary etc..
After 3.5 years we stopped supplying trained staff to venues and switched to training venue’s staff themselves so as to increase the reach of this service to the industry. The SAMS course was therefore slightly modified so as to be applicable to all venue staff involved in patron management; from licensees, to managers, to bar staff, wait staff, security, glassies / usefuls and so on. Venue staff being trained makes implementation of SAMS into a licensed venue more consistent and effective. It can also be done more cost effectively by the venue as they don’t have to hire externally contracted staff etc..
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 caused within the community.
Sam also did a stint working as an ‘Office of Liquor, Gaming and Racing’ (OLGR) / Liquor & Gaming NSW certified Responsible Service of Alcohol (RSA) trainer and ran RSA Certificate training courses in 2014/2015 part-time to further the offering of the Special Alcohol Management Service course.