Building a Community Through Free Drinks

Most restaurant owners might cringe at the idea of giving away free drinks, thinking it’s just a bad business move. But for Michael Della Femina, who recently launched the popular Croft Alley SoHo in Beverly Hills, it’s more about fostering a sense of community.

At his West Coast location, they’ve set up vintage red lights at the bar, a move meant to catch the eye of both passersby and diners. When those lights are on, it signals that free cocktails are up for grabs—something Della Femina has made a signature touch, as he shared with Side Dish.

“This spot has functioned like a fun little speakeasy for years, and we’re just continuing that tradition here,” he explained about the larger of his two Croft Alley restaurants in Los Angeles. “The locals know that when we hold this event, cocktails are basically on the house. It’s really all about connecting with the neighbors and the people who work around here.”

“So I’ve heard we make some pretty great martinis.”

He intends to carry this same vibe over to his new venture, Lily Pond, which he describes as a family-oriented project. “We’ll be giving away lots of drinks and snacks in New York City, just like we did in Los Angeles,” he mentioned.

Named after nearby East Hampton Street—where Della Femina’s family once had a vacation home—Lily Pond recently opened in the West Village.

Della Femina’s wife, Laurie, is involved in running the place, while their son, Jack, who runs a café in Los Angeles, will manage the coffee selections. Their younger son, William, will oversee fruity beverages, and niece Annabel Kim will take charge of social media and marketing, with her parents serving as investors. The interior design is by a family friend.

“This project has the support of my family and friends, and I hope everyone gets to be part of it,” Della Femina added.

The restaurant offers “upscale pub food” with influences from French and Korean cuisines, striving to recreate the joyful atmosphere of East Hampton summers from his childhood. “Our old beach house was where so many great gatherings happened,” he reminisced.

He also mentioned that the idea of the water lily pond came from multiple inspirations, including Monet’s famous paintings.

Lily Pond, situated near Small’s Jazz Club on 10th Street, features a “bodega riff,” according to its founder. Dishes like a signature egg salad made with bread from Sullivan Street Bakery and a kimchi Reuben are on the menu, as well as healthier choices like a chopped salad and chicken salad wrapped in shish leaves to keep carbs down.

The menu also includes fluke tartare as a nod to the now-closed East Hampton restaurant founded by his father, Jerry, a noted advertising executive whose memoir reportedly inspired “Mad Men.”

With just 25 seats, Della Femina described Lily Pond as “a really intimate, nice little space.” Until they get a liquor license, they’ll only serve mocktails, but once that’s in place, he plans to introduce a New York version of Martini Confidential, a cocktail club that operates by invitation in LA.

He also mentioned he’ll be doling out treats regularly, in addition to those free cocktails. “We love surprising our neighbors, regulars, and new guests with cookies, martinis, waffles, champagne, and more,” he shared with enthusiasm. “This isn’t just a cheap giveaway; it’s part of our hospitality spirit.”

New Ventures in Miami

On another note, Chef Eyal Shani, who has gained recognition with the Michelin-starred West Village restaurant Chemonnet, is slated to open a new restaurant named Bella in Miami. There’s also another concept in the works, which will be revealed soon.

Bella marks Shani’s first Italian restaurant, set to open the week of January 26th at the Liberty Park Hotel in Miami Beach, previously the South Beach hotel. The venue encompasses 1,500 square feet indoors and includes 4,000 square feet of outdoor space, accommodating 110 guests.

In New York, Shmonnet remains under the guidance of current executive chef Orianne Shapira, nearing her one-year anniversary. Shapira, formerly a dancer, echoed the importance of retaining their Michelin star and expressed pride in representing Israeli cuisine in such a prestigious way.

Shmoné, located at 61 W. 8th St., is expanding its offerings with Japanese-influenced seafood dishes, including a signature black cod with pepper sauce.

The restaurant has also recently introduced a sister venue, Shmoné Wine, next door, where they often hold tastings featuring guest winemakers.

Shani currently oversees 60 locations globally, including several in New York, highlighting his broad culinary footprint.