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Meet the collective

Ian Welby - Founder

 Ian is a hospitality executive with more than two decades of proven success in beverage strategy, operational leadership, and team development. He has held senior roles including Vice President of Beverage, Vice President of Field Operations, and Director of Learning & Development.  Ian drives profitability and brand elevation through innovation, training, menu optimization, and operational excellence.  His approach integrates data-driven strategy with hands-on execution — shaping beverage programs and operational systems that deliver measurable impact.

 Ian is known for developing programs that not only perform — they inspire.

Cindi Wipf - Contributor

 With a foundation in discipline and leadership built through years of service in the U.S. Army, Cindi brings a mission-driven approach to hospitality operations. Her career has been in service to multi-unit restaurant leadership, where she's led teams, optimized systems, and elevated guest experience through consistency, accountability, and care.  An expert in inventory analysis and platform management, Cindi's leadership is grounded in integrity and fueled by service.  She thrives at the intersection of people, process, and performance 

Dustin Dykstra - Contributor

With over 20 years of hands-on restaurant management and operations experience, Dustin brings proven expertise in building, leading, and scaling successful hospitality businesses. His career has been defined by taking on challenging projects, transforming concepts into thriving operations, and consistently delivering both customer satisfaction and profitability.  Dustin specializes in blending culinary vision with operational excellence—from menu development and vendor management to staffing, training, and guest experience. His deep knowledge of the restaurant industry has given him the ability to identify market gaps and design innovative concepts to meet evolving consumer demand.

Elyse Perez - Contributor

 A nationally recognized and award-winning bartender, Elyse brings a rare blend of creativity, integrity, and results-driven leadership to every project. As a new store opening manager and trainer, she's built teams rooted in accountability and excellence—ensuring each location delivers elevated experiences from day one. She has a passion for people, culture, and operational excellence.  Known as a cocktail innovator and company bar lead, Elyse approaches every initiative with a balance of artistry and precision, driving measurable results while maintaining an unwavering commitment to quality, consistency, and the guest experience. 

Erika Fall - Contributor

 With over 14 years of hospitality experience, Erika is an award-winning and nationally recognized bartender known for crafting signature cocktails and delivering elevated guest experiences. Erika's passion for innovation and dedication to high service standards have made her a trusted leader behind the bar and beyond. As a mentor and team leader, Erika inspires excellence through collaboration, creativity, and a commitment to genuine hospitality. Guided by a deep respect for quality, creativity, and professionalism, she brings both artistry and precision to every guest interaction and beverage program she touches.

Heather Hernandez - Contributor

Heather is a versatile hospitality professional whose career spans roles as bar trainer, bartender, brand ambassador, and bar manager. With expertise in beverage development, food and beverage operations, and team leadership, she brings both strategic insight and creative energy to every program she touches. Known for developing elite training programs and fostering team engagement, Heather creates bar cultures that prioritize consistency, innovation, and excellence. Her approach blends a passion for craft with a deep understanding of operational performance—delivering results that elevate both the guest experience and the bottom line. 

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