Happy Hours are starting to become more and more cheerful as businesses are allowing for patio seating, but it’s not without some trials and tribulations throughout the ongoing pandemic. Fresno’s very own Modernist, a craft cocktail bar in the downtown Brewery District that opened its doors in January of 2020, is no stranger to adaptation with efforts spearheaded by fearless leader and Fierce Femme, Carmen Serrato.

“Modernist was founded as a passion project to bring something I enjoy to an area I grew up in,” explains Carmen. “I was born and raised near Downtown Fresno, but left after high school for college. Throughout my career, I’ve had the opportunity to live in NYC, London, Shanghai and San Francisco, where craft cocktail bars became routine in my social and work life - and my passion for cocktails was born.”

After returning to Fresno in 2019, Carmen set out to bring this social experience to life, where people could connect while toasting unique cocktails and whimsical spirits. “The perfect opportunity presented to merge my passions: my roots in Fresno, passion for craft cocktails, venues that bring people together, and business marketing.”

As RPM PR continues to feature women in business who have been rocked by COVID-19 (although no one is an exception), we sat down with Carmen to explore her unique perspective as a newly-founded owner in one of the most affected industries.

Q: How has the Covid-19 pandemic affected your business? The restaurant industry as a whole?

COVID-19 has definitely been a challenge for Modernist, to say the least, but I also subscribe to the mentality that what doesn’t kill you only makes you stronger. As a business, and specifically, a bar (which is categorized as non-essential by default), we’ve had to adapt our operations to prescribed operating standards of a restaurant/food-serving establishment in order to open. This entire year, we’ve continuously evolved to operate in compliance with (ever-changing) COVID-19 guidelines, from launching a to-go cocktail program, partnering with local food vendors to satisfy meal requirements, and building an outdoor patio to seat outdoors. At the same time, our various operating states have introduced us to countless new relationships that we may not have had the good fortune of, otherwise.

COVID-19 has taken a huge toll on the industry, as restaurants and bars are just as much about the social environment as the offering itself. The downstream impact of COVID-19 restaurant restrictions and closures to both operations and any given establishment’s team cannot be overstated - COVID-19 has turned many aspects of the industry sideways, if not upside down, forcing material shifts in business models or, for some, establishments to shut down. As COVID-19 persists, this negative impact is only amplified with lack of consistency and visibility.

Q: How have you handled staff and customer communication during closures/changes?

A: Social media has been our communications platform. With things being so unpredictable this year and oftentimes changing by the day, we’ve turned to our Instagram profile and Facebook page as the initial and primary medium(s) to announce any and all changes to our supporters.

Q: Advice as a business owner on how to keep team morale positive during these trying times?

A: The challenge is real! Our biggest focus throughout the pandemic has been our team. Craft cocktails are not only a passion to them, but also a livelihood, and this year has been extremely tough for many of them. Rather than laying off our team during the pandemic, we’ve put in a lot of energy to come up with innovative ways to keep them active and engaged. From to-go cocktails, to virtual cocktail classes and cocktail popsicles - all efforts have been focused on keeping our team working, in one way or another. Throughout this time, we’ve also held consistent team meetings and training, to maintain ongoing engagement. Through these efforts, we’ve tried to show our team how much they’re valued, that there is hope and we will get through this together, helping keep morale positive, or at least as positive as possible. Together, we’ve grown a lot as a team this year.

Q: How did you pivot and provide solutions to your customers during this time?

A: From launching to-go cocktails, to hosting virtual cocktail classes, and bringing Miracle Christmas Cocktail Pop-Up Bar to Fresno - we’ve continuously worked to deliver cocktail experiences to our guests during this time in a way that meets COVID-19 safety guidelines, and, bluntly, whatever the state and ABC allows.

Q: Is there anything you would’ve done differently?

A: Buy patio heaters 5 months ago! Joking aside, I think what’s been very important for us is the transition to digital. Our concept was initially something that was meant to be experienced in-person, so while we had a website and an online presence, we never imagined having to completely operate digitally. When the first shut down happened, and we launched cocktails to-go, and I spent countless numbers of hours taking orders via phone, email, and our Instagram and Facebook handles. This was not efficient, so we quickly had to pivot and launch an online ordering portal where people could easily order cocktails for curbside pick-up to help streamline our to-go operations. If I had done something differently, it would be to have established online operations sooner. Personally, the biggest advice I would give other small businesses with brick and mortars is to establish your online presence and operations to help bullet proof yourself from unpredictable events like COVID-19, and to adapt to the way customers are shopping now - online.

Q: What did you find most surprising about this year?

A: COVID-19 was definitely a surprise! Modernist opened its doors in January, and never imagined having to operate through a pandemic. We’ve been so blessed with how supportive the Downtown Community and Fresno has been during this time. We would not be here without all of your support.

Q: What does being a “Fierce Femme” mean to you?

A: A Fierce Femme means having the determination to rise and follow your passions. It means to be strong and confident. It means to learn from your mistakes. It means to love yourself. There come those moments when I’ll say “Wow, I’m not sure I can really do this,” but being fierce means to push through those moments, and getting it done. That’s the only way to keep on growing.

As we wrap up our fifth cycle of Fierce Femmes, we’re honored to feature Carmen - a leading lady who always encourages everyone to “stay strong, support one another, shop local, and we’ll all get through this together.” Cheers to you, Carmen.

Fierce Femmes: Carmen Serrato, Founder of Modernist