Holiday Pop-Up Reaches Record Scale Omni Hotels & Resorts is expanding its Blitzen's Bar holiday pop-up to 30 properties nationwide for the third consecutive year, with all locations opening by November 20. The festive bar concept, which debuted at 13 properties in 2024, has grown to span diverse destinations including city hotels in New York, Boston, New Orleans and Los Angeles; mountain resorts in Virginia, Pennsylvania and New Hampshire; and the Arizona desert and California coast. Texas leads the expansion with eight locations across Dallas, Fort Worth, San Antonio, Houston and Austin. New properties include Omni Barton Creek Resort & Spa and Omni Fort Lauderdale Hotel.

## New Menu from Netflix Judge Acclaimed mixologist Julie Reiner, co-founder of New York's Clover Club and Milady's and judge on Netflix's "Drink Masters," has developed this season's cocktail lineup. The menu features eight signature cocktails and two zero-proof options. New to the 2026 menu are: - Santa's Soirée: Hendrick's Gin, Sarti Rosa, lemon, pomegranate grenadine and sparkling wine
- Elf Elixir (zero-proof): Aplós Dragon Fruit and lemon, topped with popping strawberry and green apple boba Returning favorites include Sleigh Ride (Grey Goose Vodka, Italicus Bergamot Liqueur, cranberry syrup, lime and soda water), The Blitzen (Woodford Reserve Rye, ginger and spiced apple syrup and Angostura bitters), the Espress-Ho Ho Martini (Don Julio Reposado Tequila, Mr. Black Coffee Liqueur, espresso and simple syrup), Va Va Vixen (Ketel One Vodka, Aperol, passion fruit syrup, blood orange, sparkling wine and soda water), Oy to the World (Ilegal Mezcal, Patrón Silver Tequila, lime, hot honey and apricot syrup) and Merry Spritz-mas (Curious Elixirs No. 4, Fluère Non-Alcoholic Bitter, lemon and cranberry syrup). Reiner stated: "Blitzen's has become such a fun holiday tradition, and I love seeing people come back year after year. We always want the drinks to be great, but we also want people to have a good time. This year we've brought back some crowd favorites and added a few new ones, including Santa's Soirée, a festive gin cocktail with bubbles, and the Elf Elixir, a fun nonalcoholic option with boba. It's all about getting together, celebrating and enjoying a little holiday cheer."

Presentation-Focused Design The bars emphasize theatrical presentation alongside the beverages.

The Blitzen arrives in a holiday ornament, Sleigh Ride features light-up ice cubes with cranberry garnish, and the Espress-Ho Ho Martini is topped with a mini MoonPie. Santa's Soirée is topped with fresh mint, while Elf Elixir adds red and green boba pearls. Each location features over-the-top décor including red plaid walls adorned with portraits of Santa's reindeer, tinsel, twinkling lights, oversized ornaments and colorful garlands.

Growth and Strategy Michael Innocentin, Chief Marketing Officer at Omni Hotels & Resorts, said: "To see Blitzen's Bar grow from 13 properties to 30 in just three seasons speaks to how much the experience has resonated with our guests. What began as a new way to bring the holiday spirit into our hotels has quickly become an annual tradition for locals and travelers alike, and we're excited to introduce it to even more destinations this year. Together with Julie, our teams continue to find creative ways to build on the experience, giving everyone something new to look forward to each season." The menu also includes seasonal snacks such as Mistletoe & Maple Savory Sticks with maple bacon, parmesan and herb salt, and Santa's Secret Cookie Stash, an assortment of holiday cookies. Snack offerings vary by location.

Why It Matters

For hotel operators, Blitzen's demonstrates the revenue potential of limited-time holiday hospitality experiences that drive foot traffic beyond overnight guests. The pop-up model allows properties to differentiate their F&B offerings seasonally while leveraging a central creative partner—in this case, a high-profile mixologist—to maintain brand consistency across geographically dispersed locations.

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Written by FBM Publications Editors