Today we’d like to introduce you to Seth Watson.
Hi Seth, thanks for joining us today. We’d love for you to start by introducing yourself.
I was born in New York City and spent my childhood in New York and Florida. At the University of Florida, I helped fund my education with a series of odd (sometimes really odd!) jobs that paid the bills but also helped me learn more about myself and my strengths. I has always been a big thinker who never shies away from the hard work of turning ideas into action. Confronted with a situation I believe can be improved, I move forward with confidence.
In 2001, I leveraged that experience when myself and a partner launched Track Seven Events in Atlanta. It soon became one of the city’s leading event producers, providing concept through execution (lighting, theme, décor, AV, music, set design, etc. ) for nearly 400 events per year. After a highly successful 16-year run, I sold the business to pursue new ventures.
A longtime aficionado of fine whiskey, in 2017 I began work on a creative enterprise that would link my production and operational skills with my passion for the history, chemistry and artistry of making spirits.
I embarked on a several-year study of distilling, spending time in Kentucky and studying with some of the country’s leading distillers. I assembled a team of industry and legal experts specializing in distilled spirits. In 2018, I identified and acquired the Chamblee property, overcoming significant zoning hurdles and restrictive laws.
Like the making of a fine whiskey, the path to DOMA was focused and deliberate. Over several years, I obtained the required state and federal permits and transformed my vision into a solid business plan that attracted the attention of a number of investors. The concept of an art-inspired distillery and event space in one of the city’s most exciting neighborhoods began to take hold.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Nothing about getting this venture off the ground was smooth. First, it was a new industry for me and very capital-intensive. I had to convince the world that not only could I built it, but could make excellent products. Secondly, just as we were getting started, a global pandemic hit. Take about scaring off potential investors as well as banks. Everything we planned for was thrown into chaos. From funding to supply chain to staffing. Thankfully, with great patience and determination, I jumped through all of those hurdles and managed to built it, open it and now have an exciting and well-received distillery, art gallery, events space and cocktail lounge.
Appreciate you sharing that. What else should we know about what you do?
Since the early 2000s, I have run my own businesses. I figured out early in life that having a boss just wasn’t going to cut it for me. I love to identify holes in the market and ways to improve processes. I have always been known as an operator. From running teams of 50-100 people to creating new products and creative concepts. I am most proud of this most recent venture. Being able to create a brand from scratch and open 1 of only 3 other distilleries in metro Atlanta was a giant accomplishment for me. I say my drive is what sets me apart. There are plenty of others that buckle under pressure and dont take as big of risks. What’s simple to me is big risk, big reward.
Is there something surprising that you feel even people who know you might not know about?
I’m a Gryffindor.
Contact Info:
- Website: www.distilleryofmodernart.com
- Instagram: https://www.instagram.com/distilleryofmodernart/
- Facebook: https://www.facebook.com/distilleryofmodernart
- Other: https://www.tiktok.com/@distilleryofmodernart
Image Credits
Sara Hanna
