where everybody knows your name - craft brewers conference...where everybody knows your name...

Where Everybody Knows Your Name Creating a Thriving Tap Room Community

Presented by: Alissa and Michael Marquess, Founders Mother Road Brewing Company Flagstaff, Arizona

alissa@motherroadbeer.com michael@motherroadbeer.com

Best of Flagstaff 2014 – Best Brewery FlipKey by TripAdvisor 50 States Series: Top Wineries & Breweries Worth Traveling For – Arizona Brewery 2014

YELP 4.5 – 83 Reviews TripAdvisor 4.5 – 51 Reviews

Tap Room The Mother Road Way

Cheers had Cliff and Norm…

…we have these guys.

Ray Oldenburg, 1989

First Space – Home Second Space – Work Third Space – Community Anchors like Tap Rooms

Hallmarks of a Third Space: • Involved regulars

• Welcoming and comfortable

• Food and drink, not essential, but important

• Both new friends and old should be found there

• Highly accessible: proximate for many (walking/

biking distance)

• Free or inexpensive

WHY DO YOU CARE?

By creating a comfortable Third Space you'll have more money because people will buy more beer and come in more often.

YOU CREATE LOYALTY.

Third spaces are critical to a community because they give a community heart.

The second part of being a living room for your community is staff and guest pride in their place.

The Economics of Loyalty in a Third Space • Mother Road Tap Room Revenues $340,000 in 2014

• 60% of guests are repeat or regulars

• Open 5 hours each weekday and 9 hours on Saturday/Sunday

• Beer and merchandise only

$200,000 in Local Business!

Creating the Vision for the Third Space

We care about one thing: They want craft beer and have the means to pay for it.

Everyone is welcome as long as they are respectful of other guests.

Making the Third Space – A Respectful Space

Not Everything to Everyone – We like kids and dogs…

but if it’s bikers…

General Comfort: • Coat and purse hooks

• Lower seats with backs

• Bright outdoor lighting

• Outlets for laptop and phone charging

• Free WiFi

• Non-alcoholic or other choices for non-beer guests

Restrooms: • CLEAN

• Well stocked

• Place to hang coats or set bags

• Full length mirror

Making the Third Space

Dog Friendly: • Chew toys and balls • Treats behind the bar • Clear policies on where dogs are allowed • Leash policy • Clear dog signage • Pet waste bags • Water bowl Kid Friendly: • Changing station • Games • Crayons and coloring books • Plastic blocks, toys, books • Plastic cups for kid drinks/water station • Clear policies on where kids are allowed

Making the Third SpaceTourist Friendly: • Maps and local attraction guides • Local entertainment newspaper • State Guild or beer tourism map available • Tourists get the same love as a ‘regular’

Making the Third Space – Staff Training

Training – in new hire packet and continually discussed • Give clear expectations about brewery values & vision

• Train to provide ‘above and beyond’ service; delight the guest

• Promote non-discrimination and acceptance of all beer drinkers

• Maintain guest privacy – what happens in the tap room stays there

• Train and reinforce standards monthly

• Standing agenda item at management meetings

Use Specific Catch Words to Convey the Third Space Vision:

What words do you use to describe your tap room? Living Room, Forum, Friendly…

Maintaining the Third Space – Community

Guest Feedback • No one knows your tap room better than your guest • Actively recruit regular guests for service and facility improvement

suggestions • Encourage staff to bring guest concerns to management

Be your own guest • Management and employees use the tap room and experience it as a

guest does - Does the space still maintain the vision?

Social Media and Newsletters • Regular guests highlighted in photos and text • Sell the community as much as beer • Invite the community into your process

Com

mun

ity E

vent

Exa

mpl

es

Com

mun

ity E

vent

Exa

mpl

es

Questions & Discussion

Cheers! See you in a tap room soon!

alissa@motherroadbeer.com michael@motherroadbeer.com