An ode to your neighbourhood cigar lounge, cigar shop, or cigar bar.
The last bastion of analog cigar experiences
Have you ever sensed the utter delight of walking into a cigar lounge — whether it’s your favorite cigar shop to purchase and smoke premium cigars, or a random new cigar bar in an unknown city — mesmerized by the gentle wafts of the highest quality tobacco sitting in the humidor, the familiar click-noise of a St.Dupont lighter amidst the soft voices of fellow passionados, embracing the conviviality of the global family?
It’s a feeling money can’t buy, and very few other industries or hobbies can evoke. The premium cigar is a mythical thing, reminding us of old values and traditions, challenging us to take a moment and reflect on the hustle of our daily grind, empowering us to sit back, relax and have a meaningful conversation with others who share the same principles.
While I like to enjoy a good cigar in a quiet and comfortable cigar lounge, I sometimes look for a cigar shop near me that offers even just a small corner in his store. Or it could even be an extra room in a classy bar or restaurant. Then again, having a smoke with some friends in the garage, or a buddy’s man/woman-cave back home can be just as enjoyable: it’s the camaraderie of the leaf that makes this world so special. But the spots where we have the right and the chance to smoke a premium cigar are becoming rarer and rarer.
Once discovered though, they become our safe havens and most cherished destinations of smoking pleasure: the good old cigar shop just across the street that has been there forever, the cozy cigar lounge where you meet the same people every week sharing their precious cigar moments, the bustling cigar bar that brings together people from all walks of life, all ends of the world, and magically combines the finest cigars with delicious drinks and food under one roof.
It’s an entire ecosystem, firmly built and heavily relying on traditional, family-owned businesses: the brick and mortar. They can create the ambiance to convey a tangible experience, the atmosphere to learn more about your favorite hobby, and the right people to guide you along the paths of this complex matter.
It is there, in the familiar surroundings of a cigar shop you trust, that you can discover new cigars and meet new friends for life. The regular visit to one’s favorite retailer or the cigar lounge of choice is part of a lifestyle, an essential component of the ritual around the pleasurable indulgence in cigars. No wonder there is an umbrella for all those cigar shops (at least in the US) that creates a united voice and platform. The Premium Cigar Association (PCA), which prides itself as “the leading authority and advocate for the premium cigar and pipe retailer industry”, represents over 3000 cigar shops in the United States alone. “Founded in 1933 as the Retail Tobacco Dealers of America, the PCA is the oldest, largest, and most active trade association representing and assisting retailers of premium tobacco products and their suppliers.”
While the US is still the epicenter of the premium cigar industry, there’s an abundance of excellent cigar spots in other countries and cities around the globe. The challenge of finding them, however, is a daily struggle for all lovers of the leaf.
Particularly when traveling to a new country or city, or when starting your cigar journey anew without a vast network of smoking buddies yet, the questions become imminent: where to buy? where to smoke? who to smoke with?
As cigar aficionados, we’re all wondering how to find the best answers. The lack of a suitable solution, offered in a clear, cohesive, and contemporary manner, led us at Light ‘em Up to brainstorm and conceptualize ways to help and support the community. Not only do we want to offer the very best information, it has to be presented in a slick and sexy way that appeals to modern consumers. Furthermore, as we stated before, it’s all about the people, the camraderie. Thus, the Ligh ‘em Up GO application is just as much a community tool, as it as an information source. Through the app, we can all connect with like-minded people, sharing the same values and beliefes, whilst finding the best spots for our cigar leisure and pleasure.
Whether it’s the classic London experience, radiating old-European finesse, elegance and flair, a modern cigar lounge in Dubai offering only the most exquisite products to an exclusive clientele, or trendy new places in Ghana, Beirut, Macao, or Malaysia: the mystique around handmade cigars spans the earth and offers myriad ways of savoring them.
“The cigar is the most wonderful thing we all share and embrace. But especially for retailers, having a unique style and personality is paramount as well.”
Quite frequently I get the chance to speak with people running cigar lounges in the US, Europe, Asia, Africa, and the Middle East. They all share the passion for the leaf, while bringing out and highlighting individual notes and different facets of the industry. A dear friend in Dubai recently emphasized: “The cigar is the most wonderful thing we all share and embrace. But especially for retailers, having a unique style and personality is paramount as well.”
The question becomes: what makes a great cigar experience? What sets apart the world’s best spots from the weird little corner cigar shop, selling everything from tourist gadgets and lotto tickets to vaping products and plastic toys?
I'd like to dig deeper as I see four core pillars that can make all the difference.
The People
The Product
The Expertise
The Experience
The People
Well, it seems rather obvious that a truly analog, luxury product, like the handmade premium cigar, needs to be in the hands of true professionals with a deep passion, understanding, profound knowledge, and excellent communication skills.
If somebody doesn’t care about cigars, what they mean to other people and how they can change people’s lives when lighting up, why would they be venturing into this business anyway? There’s plenty of other options to make a quick buck, most of which are less laborious, complex, and challenging in many facets.
Hence, the operator of a cigar shop, cigar lounge or cigar bar should be in it for the love of the leaf, and the desire to serve other people. We all experience on a daily basis just how important customer service from a loving, caring salesperson is. In today’s day and age when everything is shifting to online, virtual and less-personal shopping formats I believe this becomes a challenge.
Cigar retailers must have the right attitude, vast knowledge about the product and its origin, but also the people skills, empathy, and patience to deal with customers from all walks of life. Like a good bartender, the job encompasses everything from janitor, salesperson, psychologist, friend, talk therapist, accountant, server, and anything in between.
Thankfully, this entire world is full of generous, caring, and cordial people and there seems to be a natural sense of togetherness among those who appreciate ´ premium tobacco. Yet we all need to understand the challenges of switching to the other side, being the man behind the counter, the one who needs to work the cash register, while everybody else is enjoying a smoke, ordering and paying for large tobacco shipments instead of simply picking a stick from the humidor and taking it easy while smoking away. It’s a labor of love that deserves all respect.
When operators, retailers and their customers all meet at eye level, the industry would be an even better place than it already is.
The Product
You could be the nicest person in the room, but if your product is not meeting demand, people will take their business elsewhere. That simple fact is true, no matter what industry you’re in or which role of the cigar ecosystem you’re planning to play.
As a cigar shop, it all starts with your store. There are so many variables, from the very first touchpoint the customer has with your business, all the way to the moment he leaves the store and even beyond.
Before I even visit a cigar shop, the digital presentation is what sparks my interest. How easily can I find a spot on the internet, are they properly represented via the Light ‘em Up GO application? Is the relevant information up to date? If a cigar lounge serves food or drinks, we all should be able to get that information upfront. Does the cigar shop have a walk-in humidor, are accessories available for purchase, and can I have faith that they will stock the best premium cigar selection?
All that happens before actually entering the cigar shop. In today’s fast paced world, I believe that every cigar shop or cigar lounge needs a great virtual “business card” — on all channels. People who are just browsing, looking for inspiration tend to use blogs, Instagram, or our very own app Light 'em Up GO. I'm a strong believer in relational approaches, which are suited best for premium products of any kind. Google on the opposite is far more transactional, but if I don't have any recommendations, I will at least find some vape or cigar shop near me.
The owner of one of the largest cigar shops in Florida told me the other day about his “Golden Rule”, one where he treats everybody with respect and in a way, we’d all like to be treated as a guest, a customer, and friend ourselves. The entire experience should reflect a cigar shop's or cigar lounge’s concept and corporate identity. There is no right or wrong, it all comes down to the individual profile that the people behind it would like to convey and the characteristics that the company would like to be identified with. As with a bar, restaurant or hotel, there are many different components that will define the entire look & feel, product portfolio, style of service, and communication.
A neighborhood dive bar will have a different atmosphere compared to a luxurious boutique bar in a five-star hotel. Both have their legitimization when they are executing consistently. The same is true for a premium cigar lounge, even though the word “premium” already indicates a certain aspiration.
For the professionals, this means: When conceptualizing a cigar shop, cigar lounge, or cigar bar, time and place need to be taken into consideration, the location’s area and surroundings, most often predefining the expected clientele as well as their purchasing power. This will further determine whether the cigar lounge should have a laid-back, cozy and nonchalant ambiance (like in rural Idaho) or rather posh and illustrious glamour (like on Manhattan’s 5th avenue).
As consumers, we all have different expectations and even our mood might change from day to day. Sometimes I enjoy the relaxed atmosphere of a neighborhood cigar lounge, other occasions take me on a treasure hunt for the most luxurious cigar bar with fancy cocktails.
No matter the concept, It’s all about attention to detail. Starting with the online footprint, the entrance to the analog experience world, further enhanced by the color and brightness of the lighting, the tone of the background music, the furniture the cigar shop is decorated with, the dress of the staff, their tone and voice, the way they handle themselves around the humidor.
The more cohesive and in line with the overall concept these elements are, the more comforting and reliable the experience will be for the customer. To confirm these assumptions, I’ve conducted numerous mystery shoppings and customer surveys. The results speak for themselves: people always subconsciously judge a place by how consistent and coherent all the sensory impressions are. Comfort or discomfort is a mere consequence of these subliminal triggers and will lead to a simple “yes” or “no”. Do I want to take my business to the cigar lounge near me, do I want to spend my money at the cigar shop near me, or would I rather take my smart phone and order something online?
Research also shows: rarely can guests or customers pinpoint what triggers them or what causes certain reactions. It is the operator’s job to set the experiential framework, define the conceptual implementation and holistically design the guest journey.
Having worked with 5-star hospitality all around the world and luxury brands from various industries, what I have always experienced is: never underestimate the power of little things. A simple, hand-written letter to your loyal customers for the holidays can make a big difference. Treating your regulars like royalty does not require massive investments, it all comes down to a dollop of ingenuity, sincerity and authenticity. A cigar shop will always reflect the personality of the owner or proprietor, trickling down to the employees and even the design of the shopping bag, a customer will walk away with.
The Expertise:
Speaking of staff and operators: there is a crucial advantage of traditional brick and mortar stores over the online giants. What do you treasure the most when taking your hard-earned cash to a cigar shop? It's the analog experiences, the hospitable service, expertise and personal recommendations of your trusted retailers.
In a digital world, most consumers, you all, are excellently informed and might have more thorough information on the product than the so-called “specialist” behind the counter.
Staying up to date on market and industry developments is not a nice gimmick anymore, but a means of survival. The good thing is: for the retailer, as for the consumer, there’s more information available than ever. Myriads of online shows, podcasts, interviews or traditional cigar media offer insights and inspiration, while the brand owners themselves actively promote their product and engage with their respective partners. With the Light ‘em Up Lounge, we try to provide those behind-the-scenes looks on a weekly basis.
Furthermore, a trip to the Dominican Republic, Nicaragua or Honduras will massively enhance the understanding and appreciation of the cigar world. Once people lay their hands on fermenting bales of tobacco or speak to the buncheros on the galera floor, a whole new world opens up. In a perfect world, I want the experience, the emotions and the expertise when walking into a cigar shop or when sitting down in my favorite cigar lounge.
The Experience
As briefly discussed regarding the product, the experience is what brings it all together. It’s a logical consequence of all the aforementioned aspects and all the core values, principles and key pillars of a business and its corporate identity. The experience is what people will ultimately connect to and come back for.
“In a time when products and services become commodities, the only differentiating element — hell, the only ‘right to exist’ for us! — is providing experiences that are memorable”, a most passionate retailer in the United Kingdom told me.
Most manufacturers I spoke to at the Light ‘em Up Lounge stress the fact that the traditional brick and mortar have always been the backbone of the industry and it’s harder than ever to stand out from the crowd in the frenzy of the internet.
Ultimately, every cigar shop owner, cigar lounge or cigar bar operator should ask: who am I? What is the feeling I want my customers and guests to have when they visit my cigar shop? How do I want to be seen, felt, heard, smelled and tasted as a true professional in this world?
And how can I translate it all into tangible experiences that are relevant to today’s aficionados?
The industry is an illustrious space where all different types, characters, talents, and styles have their place. It’s a kaleidoscope of people, it’s an expression of human nature and its very soul. It’s a bridging between old and new, tradition and ingenuity, nature and mankind.
We can all contribute to this wonderful world in the most authentic, innovative, and valuable ways; especially the cigar shops, cigar lounges, and cigar bars: because they provide room for magic.
With my very best wishes and spirits — light em up!
Reinhard Pohorec
Host and founder of Light ‘em Up
Before you go:
We asked our dear friends, fellows and ambassadors about their must-haves when its comes to “setting up a stellar cigar lounge” - just a few ideas for your next herf, construction site or simply to sound smart when talking to your smoking friends:
Good ventilation is a must. Same is true for proper humidification or adequate cigar storage compartments.
It’s all about a relaxed atmosphere and vibe. Cozy armchairs, sofas and individual booths or corners offer comfortable space for individuals, groups and different parties
Beware that too much carpetry and curtains may contain odors on the long run.
A great selection of coffeetable books, magazines to read should be provided. Whether or not a TV screen should be there is up to debate and personal preference. In any case, we would recommend a TV wall mount or set up where the screen can be safely stored out of sight.
A well-curate drinks corner or bar should be offered to guests and members, as well as a coffee machine, providing excellent espresso and lungo. These must be kept clean all the time, always be properly managed and stocked. However, the quality of this part of the lounge is not determined by abundance and a massive selection. Small and simple, but with ingenuity and finesse.
A selection of house cigars is always a charming treat, especially when guests forget to bring their own.
Make sure that you have warm, comfortable and adjustable lighting. Indirect at best, a selection of spots and light sources should be installed throughout the room, with individual switches and dim options.
Provide storage cupboards for accessories, cigar lockers for members and enough shelf space for books, magazines and other little goodies.
Big ashtrays are a must. Make sure to have a well thought out solution to empty, clean and re-stock these ashtrays. It’s not solely the cigars that will cause the residual smell in the room, it’s primarily the ash left behind.
An easy to handle, controlable and adjustable music setup will set the tone of the lounge.
Pay attention to the bathrooms: they are always a key indicator for perfectly managed and well-organised bars, lounges or other spots.
Make sure the place is always nice and clean, regularly aired.
Be nice and respect proper cigar lounge etiquette!
