Inside Holiday Pop-Up Bar Miracle After 10 Years In Business

Originally launched in 2014 in Manhattan’s East Village, Miracle started as a modest experiment—a whimsical, Christmas-themed bar set against a backdrop of 1950s nostalgia.

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

“When I first launched Miracle on 9th Street [the original name and location], I had no expectations more than that it would be fun,” says Boehm, via Zoom. “Three days into the first Miracle season, 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 that 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 tenets: quality, hospitality and originality. The initial interior design of Miracle was inspired by Boehm’s own childhood memories.

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

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

Key to Miracle’s success is its evolving cocktail menu, created by bartender Joann Spiegel, formerly of the New York hotspot 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 the first year—have become crowd favorites. Each year brings new drinks that aim to immerse guests in the holiday spirit.

“Joann’s creative genius has helped to establish Miracle as the leading holiday pop-up bar,” Boehm says.

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

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

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

“We also go through great lengths to choose the best partners around the world that we are confident can deliver a true Miracle experience,” Boehm says. This includes employing secret shoppers to ensure that no location falls short of expectations.

The addition of Sippin’ Santa has allowed the brand to cater to those seeking a more laid-back 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,” Boehm says.

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

Despite its growth, Boehm remains focused on preserving the essence of Miracle. He emphasizes that the goal is not just to serve drinks but to create an immersive holiday experience.

“The entire Miracle team reaches deep into our fondest holiday memories to come up with ideas for the mugs,” Boehm explains, referencing 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 starting November 1st, while pop-ups across the globe will open shortly thereafter.

Boehm hints at further expansion but remains coy about where the next pop-up might appear. “I am not sure where in the world we will pop up next.”