Food & Drink International - Spring 2017 Volume 1 - 56

RETAIL
HOSPITALITY
SERVICES

h

Alamo Drafthouse Cinema

In addition, several key people that
League has hired over the years have
contributed to Alamo Drafthouse Cinema's success. "We've hired some very
phenomenal people, including Mike
Sherrill," League explains. "He joined
the company when we were opening
our third location. At the time he was
our area director and eventually became our COO. However, a few years
ago, we named him chief creative offi-

cer. He's been my right-hand man for a
long time and now oversees a large creative team that does all of the marketing,
programing, promotions and special
events for the brand. Sherrill brings a financial background in operations to the
creative department and has certainly
helped build the company."
The Alamo also recently hired Mike
Trafton as its chief technology officer.
"We're investing big into technology
right now, in every conceivable way,"
League says. "The big priority for us in
this first quarter, and the next, are reimagining our online presence, app, online sales channels and also our loyalty
programs. So those are big initiatives
that Trafton is spearheading."

Innovative Tech
Since the early 2000s, technology has
played a critical role not only in Alamo
Drafthouse Cinema's success, but also
in setting the company apart from other
>> Alamo Drafthouse looks for employees who are obsessed
with movies but also have a love for food and beverages.
The company has become one of the highest-volume
restaurants in Austin.

56

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Table of Contents for the Digital Edition of Food & Drink International - Spring 2017 Volume 1

Contents
Food & Drink International - Spring 2017 Volume 1 - Cover1
Food & Drink International - Spring 2017 Volume 1 - Cover2
Food & Drink International - Spring 2017 Volume 1 - 1
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