To hear Reifenberg tell it, no nerd bar is too high. He's so committed to crafting an immersive experience within the space -- one that is now fixed, free to attend, and doesn't just evanesce in a pop-up setting -- that he's putting his money where his mouth is: "I'm going to pay for my bartenders go and see Thor: Ragnarok, and Justice League, and The Last Jedi, because if you walk in at 6pm on a Thursday, and you're the only one in this bar, I expect my bartenders to engage you by saying 'Hey, what did you think of the new Spider-Man: Homecoming?'"
To Reifenberg, the interactions that result from the melting pot of fandoms are particularly special. "I've done all the Star Wars conventions, I've done all the Comic-Cons," he said. "For me it's really fun to watch Alf sit next to Malcolm Reynolds sit next to Star Lord next to Darth Vader and have a conversation about the fact that Karate Kid is coming to YouTube Red. It's bringing that community and getting to see how clever people can be."