SASH has been in operation since December 2009.
It was developed with hospitality outcomes in mind, by putting emphasis on patron psychology and physiology, but it soon became apparent that it also had a positive affect on a venue’s compliance with the law. We therefore learnt that focusing on providing great hospitality naturally takes care of compliance.
Director and Founder
Sam 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 is passionate about 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.
After graduating from the acclaimed Blue Mountains International Hotel Management School he set out to work as a producer 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, leading fashion boutique’s Parlour X relaunch, New York Fashion Week, the Macquarie Bank sponsored Barefoot & Black Tie Cocktail Party at Palm Beach for Cure Cancer Australia, a number of events for Oyster fashion magazine, a spectacular Lexus car launch at Icebergs in Bondi Beach and has produced birthday parties for private clients with $100k+ budgets.
Sam has had roles as venue manager at Rosemount Australian Fashion Week 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 to the height of 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.