I recently conducted a poll on facebook, asking friends to use ONE WORD to describe their favorite bar. The results were fascinating, and of great value to any bar.In the world of mixology, we pain-stakingly focus on each element of a cocktail. We fuss over which spirit, homemade ingredient, and corresponding garnish to use when creating an imbibing experience for our guests. We bicker over terminology, varieties of ice and silly things such as whether vodka is a viable spirit or not. (ps: It is.) We ruffle over feathers over shaking versus stirring, mescal or sotol being the “new black,” and rye versus bourbon in our Old Fashioned and Manhattans. But, the ironic finding I noted in my little facebook poll, is that not ONE person used the words “mixology,” “history” or even “cocktail” when describing their favorite bar.The people who responded to my query are exactly what I’d hoped for: a variety of folks… some are in the industry (ie: bartenders, mixologists, and the like). Others are regular Joe’s and Jane’s who have other careers and enjoy going to a bar once in a while. This diversity in responders is what makes this exercise so interesting – and valuable – to those of us who work in the booze biz.So what were the findings?The overwhelming majority of people look for a feeling of “comfort,” in a “friendly” “atmosphere” (in my world, this means good “service”). The words “dive” and “neighborhood,” also came up and, to me, translate to comfortable and friendly. When words like “compassion” and “chillout” appeared, it reconfirmed the sentiment. People want to relax, feel at home and feel valued for showing up.That doesn't mean that only hole-in-the-wall "shabby" caves are of interest, however. Some did express a desire for “discovery,” “wild,” “happening” and “wow,” which does indicate that they would want to enjoy a stylish evening in a unique place and possibly learn something in the process. The word “consistency” is an indicator of quality and “speakeasy” showed that at least one person in this poll is hooked on the Prohibition era drinks – although, “speakeasy” can also be an indicator of “atmosphere” and “discovery.”So, taking these findings is a reminder of what we should already know: impress your guests, do great drinks - but do NOT forget that people are ultimately there to feel good. A flaming, smoky, starlight-infused, 100-year old barrel aged cocktail may be cool and all, but if your guest doesn't feel like they can chillax in a home-away-from-home, it ain't nuthin.I’m listing the words below, so that you can see the results of my little exercise. If you would like to participate in the next one, “friend” me on fb and join in the discussion. Also, if you are a reader-at-large, please feel free to add your ONE WORD in the comment section below this post. I think I’m not the only person who would love to hear more!!ServiceFreeVibeFriendly 2TikiAtmosphere 2SpaceDiscoveryDrinkSexy 3BanterWildDiveComfortable 2DrunkMy (as in their own) 2Open, 2CompassionHappenin’Yours (as in mine) 2EasyWowLiquidWindowfishFriendshipChilloutConsistentShabbySpeakeasy