Success through beer benevolence

There are many ways the recession of the past few years has hurt many businesses – especially local businesses. Many people are spending less, and are much more frugal now than just a few years ago. Historically one of the toughest businesses to be in regardless of the economic situation nationally has been the restaurant industry. But one area has learned how to capitalize on current trends, and been able to duck the economic downturn effectively.

Some local business owners in Howard County Maryland have figured out that craft beer can not only keep their business afloat, but have found it makes their establishments a destination. It is one thing for a business to be able to draw from the local neighborhoods that surround it, but being able to draw a customer base from many miles away is something that can truly create a great business atmosphere. In the past businesses have done this by creating lavish menus and dining rooms to entice a broad customer base. Many businesses would have to resort to aggressively priced specials, with razor thin profit margins just to draw customers from only a few miles away. Today we see craft beer, and its growing number of enthusiasts creating a positive flow of new customers from many miles away.

The first true beer bar in the area was Frisco Burrito, now named Frisco Grille and Cantina. When it first opened it was a very modest carryout destination with a specialty of San Francisco style burritos. Of course they were great, and business was good, but the dream of Adam Carton was much greater than just carryout. Soon they expanded to a minimalist dining room, and no liquor license. The evolution continued with a liquor license and a couple of beers and a couple of tequilas as well as an updated dining area. Then a full bar was built, complete with a revolving selection of craft beers. This was when business went from good to great. There are very few nights if any now that upon a visit to Frisco one would say, “This place is DEAD.” In fact, each visit I have encountered I am lucky if I can find a free stool at the bar. Much of this can be attributed to the quality selection of craft beers (a friendly knowledgeable staff helps too), and Frisco’s use of the internet.  Letting customers know what is currently on tap, what will be on tap soon, brewer visits, and what entertainment is going to be that night. This has given Adam the courage to uproot his business, and move it to a larger location. Moving a business can be a very risky endeavor, but it is apparent that the business model that Adam has chosen will certainly be able to support this move. Once again, how is a restaurateur not only able to survive an uncertain economy, but be able to make a significant expansion? Craft beer.

Another business that has achieved similar results, while taking a much different path, is Victoria Gastro Pub.  With Victoria’s only a few miles north of Frisco, one can see multiple establishments with similar specialty focus can co-exist and thrive with the draw of avid enthusiasts.  Taking over a space that previously held a victim of corporate contraction, Randy Marriner knew just how to create a successful business. Randy had seen the explosion of wine while involved with Iron Bridge Wine Company, and saw that craft beer was about to have the same type of explosion. On day one you knew that Victoria was taking this very seriously. Walking through the front doors you see a richly appointed bar and a dining room that while expansive, creates a cozy atmosphere. Servers are all dressed formally, and it has a very upscale feel. After being seated you open their Libation Menu, and see that the featured libation is not wine, but beer. To those unfamiliar with Victoria’s this may be a shock, but to the rest of us it is a pleasurable departure from standard fine dining. Randy, and the talented staff he assembled knew that food pairs are not exclusive domain of fine wine, but fine beer as well. Alex, their beer director, has created a lengthy and varied selection of craft brews from the US, Canada, and Belgium.  Enough is there to keep you wanting to come back for more.  In a recent conversation I had with Randy Marriner we were commenting on the fact that if you spend $20 on a bottle of wine, you are usually getting something average at best. While if you spent at a similar price point for beer, you will get some of the best the world has to offer. Being able to pair these fine libations with an exceptional menu has created business envied by many restaurateurs. Randy wrote in a recent issue of Maryland Hospitality Magazine that he has seen his beer sales increase 70 percent over a period of time when national sales were down 1.3 percent. Once again, craft beer has helped enable another local success.

And the success stories keep rolling in. The Judge’s Bench in historic Ellicott City, while a landmark in the town for many years, once had to rely on regulars and aggressive specials. Today, the Judge’s Bench sees a renewed interest in their corner of a competitive market in historic Ellicott City. If you haven’t been to the Judge’s Bench in a long time you might note some minor aesthetic differences, like at update bar, but the changes haven’t been drastic, with the exception of the taps behind the bar, and the increased crowds. Recently a friend came from out of town to visit family in the area, and wanted to meet for a beer and asked for suggestions. He was shocked when one of my suggestions was the Judge’s Bench. I am excited that the Judge’s Bench is now an establishment that I would like to frequent, and obviously I am not alone.

The most recent local business to embrace the craft movement is T-Bonz Grille. Sitting halfway between the Judge’s Bench and Victoria Gasto Pub they have seen much interest in their beer menus. While I cannot comment extensively on what sort of success they have seen, the fact that their beer menu is now featured on their website is a clear indication that things are moving in the right direction.

As you can see having craft beer can not only create business for one restaurant, but it can help a whole area become a destination for fine dining and beer benevolence. This is something that other areas should note as a way to attract more new clientele to their establishments. The craft enthusiasts are a dedicated bunch that has relied on word of mouth to communicate good finds. And if you have what this group is looking for, they will make sure to find you.

Starting May 17th is American Craft Beer Week.  Check out these establishments for exciting festivities all week.  Victoria Gasto pub is featuring daily themes that create a wonderful week of celebrating Craft Beer!

For more information about these restaurants check out these links:
Frisco Grille
Victoria Gastro Pub
The Judge’s Bench
T-Bonz Grille