where everybody knows your name - craft brewers conference...where everybody knows your name...
TRANSCRIPT
Where Everybody Knows Your Name Creating a Thriving Tap Room Community
Presented by: Alissa and Michael Marquess, Founders Mother Road Brewing Company Flagstaff, Arizona
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
