MONIQUE Phillips is proud to be part of the worldwide backpacker community.
But as the owner of Byron Bay's iconic restaurant/bar Cheeky Monkey's, Monique and her business partner Rohan Phillips want people to know their business is not just a bar for backpackers.
"The trade of alcohol at Cheeky Monkey's is just a small part of what we do," Monique said.
"We are part of a group of about 30 companies in town who all support and sponsor each other through the promotion of backpacker- targeted accommodation, restaurants, cafes, tours and lifestyle businesses.
"At Cheeky Monkey's we have 27 TV screens and two huge screens where we showcase promotional videos of other Byron businesses including the kayak and surf schools, the Nimbin bus tour, other hostels, eateries and so much more.
"It's all about working together collaboratively to promote Byron Bay as one of the best international destinations for backpackers.
"Byron Bay is part of a huge industry which injects millions of dollars into the town and I am proud to be a part of providing a journey for backpackers from around the world."
Cheeky Monkey's celebrates its 12th birthday this weekend (June 9 and 10) and Monique said she was also proud that her business had an excellent safety record.
"We take our reputation as a safe venue very seriously," she said.
"I am well aware that Byron Bay has a pretty bad reputation for alcohol-related assaults, but most of these incidences occur on the streets and 75 per cent of alcohol sold in this town comes from the local bottle shops.
"Everyone needs to be accountable and Cheeky Monkey's has CCTV all around its premises," Monique said.
To celebrate its birthday, Cheeky Monkey's will host a Byron United after-hour's event tomorrow night, as well as a party on Sunday.
"I am proud of the past 12 years and of our reputation for providing a consistent, iconic, safe and fun venue," Monique said.