About

Joe Dyer

General Manager

Joe Dyer's journey in the hospitality industry commenced at the age of fifteen, laying the foundation for a remarkable career. Influenced by his diverse cultural heritage merging Spanish and American roots, Joe cultivated a profound appreciation for varied cuisines and traditions from an early age. Transitioning into the vibrant hospitality scene of Miami, he spent over a decade refining his leadership skills and operational expertise, overseeing esteemed establishments like Zuma, Komodo, and Novikov. At Novikov, Joe's role as Operations Manager extended beyond mere oversight, as he became instrumental in driving each restaurant's success, adeptly navigating challenges, and fostering a culture of excellence. Expanding his horizons to Tampa, Joe is applying his expertise at Union New American, blending culinary passion with leadership acumen to solidify his reputation as a hospitality industry leader committed to excellence. Joe finds inspiration in building lasting relationships and providing memorable dining experiences.

Steven Penaranda

Bar Manager

Steven Penaranda is a Tampa native watching his city grow and contributing each day to the rapid advancement of its gastronomic landscape. Steven spent most of his life in the fast-casual scene that dominated Tampa before its swift development that we enjoy now. When craft cocktail bars and speakeasies began appearing around the city, he got a glimpse of the arcane and fascinating world of mixology. From then on, he surrounded himself with books, determined to learn all the recipes locked within and become like one of the legendary bartenders he read about.

From his humble beginnings, Steven leapt into the craft at Steelbach, where he curated his first cocktail menu. He then moved to Union New American upon its opening and has called it home ever since. Along the journey, he has been mentioned twice in Forbe's and has garnered the WSET Level 2 Certification in Wine. Steven hopes to further his growth as Tampa carves out a new skyline and becomes a world destination.

Casey Alfonso

Executive Chef

Tampa native Casey Alfonso leads the kitchen at Union New American with a deep respect for tradition, a passion for mentorship, and a drive to create dishes that spark connection and joy at the table. A graduate of Le Cordon Bleu in Orlando, Casey built his foundation at the acclaimed Rusty Spoon under Chef Kathleen Blake. He went on to refine his style at MICHELIN-recommended Steelbach and Hotel Haya, working alongside Chef Douglas Rodriguez, a pioneer of Nuevo Latino cuisine. At Union, Casey advanced into a leadership role, working closely with Chef Jacob Rios—a winner of Food Network's Chopped, and Corporate Executive Chef for Next Level Brands—who has been an influential mentor. As Executive Chef, Casey highlights Union's distinctive style and flavor through dishes that are rooted in classic technique and elevated with bold, creative touches. Inspired early on by his father, who sparked his love of cooking, Casey brings that personal passion to every dish by leading with care, mentoring his team, and creating meaningful moments for Union guests.

Jacob Rios

Culinary Director

Jacob Rios, originally from Ponce, Puerto Rico, is a chef and culinary leader known for his creativity, integrity, and mentorship. Over the course of his career, he has worked with some of the nation's most respected brands, including Wolfgang Puck, Fulton's Crab House at Disney Springs, and Poogan's Hospitality Group in Charleston SC. He also held a leadership role at the B Resort located in Walt Disney World, where he oversaw multi-concept operations and guided high-performing teams. A graduate of Le Cordon Bleu College of Culinary Arts, Jacob has earned national recognition as a Food Network Chopped Champion and as a two-time winner of the American Culinary Federation's "Next Big Thing" competition. His culinary philosophy blends classic techniques with modern creativity, while honoring his Puerto Rican roots and embracing global influences.

At the heart of Jacob's leadership is a belief in honesty, respect, and integrity. He is dedicated to fostering kitchen cultures where teams feel valued, empowered, and inspired to deliver unforgettable guest experiences. His approach to food is equally thoughtful, emphasizing seasonality, sustainability, and the stories behind each dish. Outside of the kitchen, Jacob draws inspiration from his family, whose sacrifices and support continue to fuel his passion and work ethic. He cherishes time spent with his wife and children, and enjoys exploring new food cultures, traveling, and recalling the flavors of his childhood in Puerto Rico. For Jacob, food is more than sustenance — it is a way to connect people, celebrate heritage, and create lasting memories.

Heather Rivas

Director of Operations

Heather Rivas, an industry veteran with over 20 years of experience, now brings her notable leadership skills and innovative spirit to her role as Director of Operations at Next Level Brands. Her diverse journey through high-volume, casual, and fine-dining restaurants, including prestigious establishments in cities like New York City, Boston, Providence, and Savannah, has earned her recognition as a pivotal figure in the industry. Notable roles include General Manager positions at acclaimed restaurants such as Husk Savannah and Tiger Mama. Her recent success as General Manager at Boulon Brasserie and Bakery in Tampa led to her promotion within Next Level Brands, where she now oversees operational strategy for the company's diverse restaurant portfolio. Heather's vision is to create a synergistic environment across all establishments, empowering teams to deliver unparalleled dining experiences. Beyond operations, Heather is a certified sommelier and has received prestigious Wine Spectator Awards of Excellence for her wine lists. Her global travels and appreciation for diverse cultures enrich her approach to hospitality, evident in her contributions to events like the James Beard House Regional Spotlight dinner. Recently nominated for Businesswoman of the Year, Heather's passion for exploration and storytelling continues to inspire excellence in the hospitality industry.

The vision for Next Level Brands is to elevate the culinary landscape of Tampa Bay by creating a collection of highly exceptional dining experiences. Inspired by the culture of hospitality, concepts are warm and inviting gathering spaces with innovative cuisine and first-class service; where eating and drinking together is a way of bonding, building connections and making memorable experiences. 

For more information visit, NXTLEVELBRANDS.COM