Interview with Ben Luzz
Launching a new venue is no small feat but for Ben Luzz – the visionary behind Gin Palace, Bijou and Black Kite Commune – it’s a challenge he’s embraced with a blend of grit and passion.
In an exclusive interview, Luzz pulled back the curtain on the realities of bringing a concept to life – sharing the highs and lows of opening a business, from the initial spark of an idea to the relentless pursuit of perfection.
His reflections on navigating feedback, trusting instincts, and prioritising the guest experience offer a rare glimpse into the mindset of a seasoned operator determined to create something truly exceptional.
The Evolution of Black Kite Commune
Black Kite Commune, which Luzz opened mid-2023, was a focal point of the conversation. He explained the challenge of integrating the venue into his existing group without competing with other nearby bars, such as his own wine and gin bars. This careful consideration defined much of the first year of operation, during which Luzz explored how best to adapt the space from an existing café into something that would stand out in Melbourne’s CBD. His ultimate goal was to create a venue that offered a broader, more diverse drinks menu than many highly specialised bars in the area, with a focus on both Australian and international products.
Focus on Quality and Local Produce
In designing the Black Kite Commune menu, Luzz sought to balance supporting local Australian producers while also embracing international offerings. The venue features a wide selection of Australian wines, spirits, and even meats like crocodile and emu, blending local flavours with an international sensibility. He described his desire to offer variety, allowing customers to enjoy anything from a high-quality Australian wine to an expertly crafted cocktail or whisky.
A Thoughtful Approach to Competition
One of Luzz’s distinguishing traits is his thoughtful approach to the competitive hospitality scene in Melbourne. He discussed how important it is to respect the uniqueness of nearby venues, ensuring that his new ventures complement rather than directly compete with them. This awareness of fellow operators has helped shape his decisions, fostering a sense of community in a competitive market. He explained that Melbourne’s hospitality scene thrives because each venue offers something different and he actively works to maintain this diversity.
The Creative Process: From Ideation to Execution
Luzz’s creative process is shaped by his background in the arts, which fuels his ability to envision potential in new spaces. His first step when developing a new venue concept is to explore the physical space and imagine its possibilities. However, practicality quickly follows, as Ben evaluates the feasibility of his ideas. He balances creative thinking with the advice of trusted friends and his wife, whose feedback often helps him refine or abandon ideas.
Testing and Data Gathering
Although hard data on foot traffic is scarce, Luzz has developed his own methods for evaluating potential locations. For example, when considering a new space, he used a hand clicker to count passersby, getting a sense of how many people noticed the location or entered nearby establishments. He also seeks out feedback from those close to him, using conversations to test and challenge his ideas before proceeding with new ventures.
Overcoming the Fear of Commitment
Opening any business requires a significant leap. The hardest part, according to Luzz, is the decision to fully commit. Before making that leap, the process is somewhat abstract, but once you sign on the dotted line, the venture becomes real – with its associated risks and challenges.
With respect to venues, Luzz emphasised that the moment you open, you must be prepared for the sheer volume of work and often sacrifice in personal time.
He described the importance of mentally preparing for long working hours and acknowledged that some businesses may look successful from the outside, but it often takes time to build momentum. For Luzz, the decision to open a venue required sitting his family down to explain the sacrifices that would come with it — an important reminder for anyone thinking of starting their own business.
Learning from Others
Luzz stressed the value of learning from those who have already succeeded in the industry. His advice to aspiring business owners is simple: talk to people. He shared stories of bartending and having the chance to sit down with successful operators to gain valuable insights (much like what Hospopreneurs does).
Another key takeaway from his perspective was the importance of conducting thorough due diligence. Luzz referenced a local hamburger joint that failed multiple times, suggesting that none of the subsequent owners bothered to ask why the previous ventures failed. This is a cautionary tale about the pitfalls of blindly pursuing ideas without understanding the context.
The Vital Role of Service in Hospitality
One of the most profound insights from Ben’s experience was his unwavering belief in the importance of service and his documentation of that through company-wide rules known as the ‘10 commandments of hospitality‘. In his view, every aspect of a customer experience – from the moment they walk in to when they leave – should be centered around ensuring they feel valued and taken care of.
One of these philosophies of ‘service, service, service‘ underscores how crucial it is to maintain a positive attitude. No matter how perfect a cocktail may be, a poor attitude can ruin the experience. He noted the importance of hiring staff who are naturally nurturing and genuinely care about providing a great customer experience. According to Luzz, the focus shouldn’t just be on serving but also on ensuring that customers leave feeling like they’ve had a special and memorable experience.
Lighting, Heating, and Music – The Holy Trinity
In addition to service, Luzz also introduced the concept of what he calls the ‘Holy Trinity of hospitality‘ – lighting, heating and music. These elements can often be overlooked, yet they significantly impact a venue’s atmosphere. He recalled how walking into a place that has bright lights or a space that’s too cold can easily ruin the experience for customers. For Luzz, it’s about ensuring that guests feel comfortable without being aware of it – whether through the ambient lighting, the music, or making sure the temperature is just right.
Balancing Hospitality and Boundaries
Luzz also touched on an important distinction in hospitality: knowing when to serve but not being a servant. Hospitality is about nurturing, but it’s vital to establish healthy boundaries with customers. His reflection on this balance – particularly in late-night scenarios when patience can be tested – speaks to the emotional intelligence required to work in the industry.
Finally, Luzz concluded with an example of how life changes can affect one’s passion for hospitality. After having a child, his wife, once one of the best waitresses he’d seen, redirected her nurturing energy to their family, highlighting how the emotional demands of hospitality can shift with personal life stages.
This interview has been edited for clarity and consistency.
Photo by Dean Schmideg.
