Inside the Holiday Pop-Up Bar Miracle After 10 years in business

Originally launched in 2014 in Manhattan’s East Village, Miracle began as a humble experiment—a quirky, Christmas-themed bar set against the backdrop of 1950s nostalgia.

However, within days of opening, Miracle founder and CEO Greg Boehm realized the bar had struck a chord with customers.

“When I first started Miracle on 9th Street [the original name and location]I had no expectations other than that it would be fun,” says Boehm, via Zoom. “Three days into the first season of Miracle, we knew we had landed on something big that really resonated with people.”

From its humble beginnings, Miracle has since expanded into a worldwide phenomenon. Boehm, along with his team, has nurtured the brand, ensuring the pop-up not only captures the festive spirit, but also delivers high-quality cocktails.

“People lined up because it was fun, but kept coming back because of the quality of the cocktails and the experience,” Boehm says, underscoring the balance between playful themes and serious craftsmanship.

At its core, Boehm says the concept remains unchanged, focusing on three core principles: quality, hospitality and authenticity. Miracle’s initial interior design was inspired by Boehm’s own childhood memories.

“The decor was all based on my grandparents’ basement in White Plains, New York, and it screamed 1950s nostalgia in a comforting yet goofy way,” he recalls. From Christmas lights to stylish ornaments, every detail is designed to evoke memories of festive gatherings past.

This attention to detail has become a hallmark of Miracle, with each venue carefully transformed into a winter wonderland. To some, it might look like a department store window exploded onto a dive bar. But for others, it’s like stepping onto the set of a Hallmark holiday movie where anyone can be the main character.

Key to Miracle’s success is its evolving cocktail menu, created by bartender Joann Spiegel, formerly of New York hot spot The Dead Rabbit. With over two decades of experience in the hospitality industry, Spiegel’s inventive approach has been integral to keeping the pop-up fresh year after year. Her creations, such as the Christmapolitan—a staple since year one—have become crowd favorites. Every year brings new drinks aimed at getting guests into the holiday spirit.

“Joann’s creative genius has helped establish Miracle as the premier holiday bar,” says Boehm.

As the concept grew, so did its scope. Miracle now operates more than 200 pop-up locations worldwide, from major cities to remote towns.

“One of the most surprising parts of Miracle’s growth is how the concept has been embraced around the world,” says Boehm. What started as a quirky idea in New York City has grown into a global event, bringing festive cocktails to places as far away as Japan. “When we opened our 24th location in the third year and I visited almost all of them, I was very excited about the future.”

While expansion was never the original goal, the opportunity to grow the brand became undeniable. Boehm credits the team behind Miracle for ensuring that the experience remains consistent across countries. From style guides to recipe manuals, the team works diligently to maintain quality and uphold brand values.

“We also go to great lengths to select the best partners around the world who we trust can deliver a true Miracle experience,” says Boehm. This includes employing mystery shoppers to ensure that no place is out of line with expectations.

The addition of Sippin’ Santa has allowed the brand to cater to those looking for a more relaxed holiday experience. In addition to the original Miracle concept, Boehm partnered with renowned tiki expert Jeff “Beachbum” Berry to launch a tropical spin-off called Sippin’ Santa.

“Having a more tropical Christmas experience has been a blast and Beachbum’s cocktails are just amazing,” says Boehm.

The concept, like Miracle, has expanded globally, with new locations opening in unexpected destinations, including Japan, where Boehm says he signed the company’s 209th Miracle partner.

Despite his growth, Boehm remains focused on preserving the Miracle’s core. He emphasizes that the goal is not just to serve drinks, but to create an immersive vacation experience.

“The entire Miracle team reaches deep into our fondest holiday memories to come up with mug ideas,” Boehm explains, referring to the iconic glassware that accompanies many of the cocktails. Each design is inspired by vintage Christmas cards and personal holiday moments, adding an extra layer of nostalgia to the experience.

As Miracle enters its 10th season, the original flagship location on 9th Street in Manhattan will continue to welcome guests beginning November 1, with pop-ups around the globe opening shortly thereafter.

Boehm hints at further expansion, but remains coy about where the next pop-up might appear. “I’m not sure where in the world we’ll go next.”

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