The Magic Word: Why We’re Bringing the Speakeasy Secret to The Fountain on Locust
There is a specific kind of magic that happens when you walk through doors of The Fountain on Locust. It’s in the glow of the Art Deco murals, the curved lines of the vintage bar, and the high-key lighting that makes every booth feel like a scene from a 1930s radio play. We’ve always said that we don’t just serve food and ice cream; we curate an experience that feels a little bit like stepping out of the modern world and into a more glamorous, intentional era.
As we usher in our fifth Spring as the stewards of this St. Louis landmark, we’ve been reflecting on what makes that magic stick. While the building is a masterpiece, the real soul of The Fountain is the community—the regulars who know which booth has the best light, the soup superfans who call the moment we open to check on the Polish Dill Pickle, and the martini lovers who have made us the top-selling restaurant for ice cream martinis in the world.
To celebrate those five years, and to give a little something back to the people who keep our lights shining, we are launching something we’ve been dreaming about for a long time: The Weekly Secret Word.
A Nod to the Golden Age
The concept is simple, but the roots are deep. In the 1920s and 30s—the era that inspired every inch of our interior—the "secret word" or the "whispered password" was a staple of the social scene. It was a way to create a sense of belonging, an "inner circle" that shared a common bond.
At The Fountain, we’ve always leaned into the theatrical. From our aggressive three-point lighting to our hand-mixed sodas, we want every visit to feel like you’re the "Main Character" in your own story. By introducing a weekly secret word, we’re inviting you to play along with us. It’s our version of a secret handshake—a way for us to recognize our "insiders" and reward them for being part of the cast.
The Fountain Cocktail Program: More Than Just a Drink
While many people know us for our world-famous Ice Cream Martinis (and don't worry, they aren't going anywhere!), our broader cocktail program is where our beverage team really gets to flex their creative muscles.
For the first iteration of our Secret Word program, we wanted to shine a spotlight on our craft bar. When you mention the secret word of the week to your server, you’ll unlock $2 off any Cocktail, Wine, or Beer. Our cocktail program is built on the same "scratch-made" philosophy as our kitchen. We don't believe in bottled mixes or shortcuts. When you order a cocktail at The Fountain, you’re tasting house-made syrups, fresh-squeezed juices, and carefully curated spirits that reflect the history of the American bar.
Take, for instance, our Secret Crush. It’s a drink that has become a cult favorite for a reason—it’s light, botanical, and sophisticated. Or our classic Highball offerings, which celebrate the simplicity of a perfectly measured pour. Our Beverage Director, Ryan, is constantly tinkering with recipes that bridge the gap between "Vintage Classic" and "Modern STL."
By offering a discount on these craft pours via the Secret Word, we’re encouraging our guests to explore beyond the (admittedly delicious) martini menu. It’s an invitation to try a premium gin you’ve never heard of, a local craft beer on tap, or a glass of wine that pairs perfectly with our Royal Grills.
How the Secret Word Works
We want this to be the easiest club you’ve ever joined. There are no membership fees and no complicated apps to download.
Join the Newsletter: Every Tuesday morning, we send out "The Fountain Insider." This isn't your typical "buy this" corporate email. It’s a personal update from us, featuring behind-the-scenes stories, the Monthly Soup Calendar, and—most importantly—the Secret Word.
Remember the Password: The word changes every Tuesday. It might be a nod to our history (like Ziggurat), a tribute to our food (like Pickle Power), or a reference to our favorite reviews (like Radio Play).
Whisper it to Your Server: When you visit us Tuesday through Sunday, simply mention the word to your server.
Unlock the Perk: You’ll immediately see the discount reflected on your check. It’s our way of saying "thank you" for being an insider.
Why "Insider" Status Matters
In a world of automated "loyalty programs" and generic points systems, we wanted to do something that felt human. We’ve looked at the data, and we know our audience is "hard to engage" with traditional marketing. You don't want glossy advertisements; you want authentic connection.
The Secret Word program is a direct response to that. It turns a transaction into a conversation. When you tell your server "Radio Play," you aren't just getting $2 off a drink; you’re acknowledging that you’re part of what makes The Fountain special. You’re telling us that you read our stories and that you care about the craft as much as we do.
For our staff, it’s a highlight too. It allows them to identify our superfans and give them that extra level of "Fountain hospitality." It gives them an opening to tell you about the new "giveback" cocktails we’re working on for Amplify the Arch or the new permanent menu items AJ and Nathan are perfecting in the kitchen.
A Toast to the Future
As we roll out this program, starting with our inaugural word RADIO PLAY, we invite you to come back and rediscover the bar at The Fountain. Whether you’re sitting at the counter watching our soda jerks work their magic or tucked into a corner booth for a romantic date night, the Secret Word is your key to the city.
The Fountain on Locust has survived and thrived for nearly two decades because of the people of St. Louis. We are just the stewards of this beautiful spot for this moment in time, and we take that responsibility seriously. We want to keep the "Radio Play" going for another 20 years, one secret word at a time.
So, check your inbox, memorize the password, and come see us. We’ve got a cold glass and a warm booth waiting for you.
Will you be the one with the password this week?
Sign up for our newsletter today at the link in our bio to ensure you never miss a word.
