TentCraft: Brewery Tent Makeover for Beard’s Brewery

TentCraft: Brewery Tent Makeover for Beard’s Brewery


(light playful music) – Hey guys, this is Corie from TentCraft. We’re here at the Traverse City 9th Annual Microbrew and Music Festival. We’re here with TentCrafters, which is a little bit of
a new initiative for us. So what we’ve been doing is looking into different industries and
seeing the pain points, the stuff that they really hate doing during their outdoor events. The hope is that we can come
in and help them with that. So the biggest thing we’re doing right now is working with breweries,
so that’s why we’re here. And the beer. But also we picked a brewery. We’re gonna completely
revamp and transform their entire set-up, so
we’ve decided to help out Beards Brewery, which is out of Petoskey. Which is a local, little
heartfelt moment for us. – I’m Ben Slocum, with Beards Brewery. We are four years old. A very small little
brewery up in Petoskey. We have a one barrel system downtown, and we just started to
grow with a bit more of a distribution center. Our general festival set-up are a couple jockey boxes we built ourselves. Little bit of signage
we print off per event. Nothing real sturdy. Some A-frames that we would write on with the erasable chalk markers. Sometimes some tablecloths silk screened. Nothing really fancy and we hid
in the background with that. – I think it’s really important to have a outdoor presence here
because a lot of people, if you look around, there’s a
lot of different pop up tents but a lot of strictly white ones, which can be a little bit boring. So as brewers, it’s important
that you get to not only just bring someone in
for that first drink, but then you get them to stick around, to hang out, to talk about your beer. – Being sheltered from the elements. Making sure that we have
a clean environment. Something that works
just with the workflow of how we move around the
station, interact with guests. Jockey boxes are always on the table between the guests and ourselves, and that creates a
barrier where we don’t get as much chance to chat with them. Standing out in the crowd is a huge, huge. Finding that nice level part that blends for who we are and we
just haven’t been able to achieve that yet. – Okay, just wanna line up,
against the garage door, so you all have a nice view in there. All right, are you guys
ready to see your new set up? – Yes. – Okay, let’s do it. (door rattles) – Getting a workout in. – Oh my god. That is awesome. – Come on in, check it out. (laughter) (soft playful music) – Oh my god, we went
from absolute nothing. I think this is gonna take care of all the issues we’ve been having. The taps behind us gives us that great interface with the guests
once they’re up to us. The custom tent pole on the top. Just the whole presence of it are gonna get people up and coming to us. They’re gonna notice us. The board with the beard cut-outs and gonna get people interacting. And when people interact,
that’s when they start talking and they create that connection. Overall, I think this is gonna take care of all the organization with the shelves. The ability of everything
to be cleaned easily. Storage, everything is going to eliminate all of those challenges we’ve had and bring us to that next step. Beer festivals are entirely about getting yourselves out
in front of new people. The ones who know us, will come up to us, but the ones who haven’t seen us yet, that’s where they’re getting
their first impression. And with our old event tent set-up, their impression was that
we were very, very small and just hand-built, thrown together. Not necessarily in a good way. This, I think, is gonna
bring us to that next level where people are gonna see it. They’re gonna understand, yes, these guys might be small,
but they’re quality. They understand what they’re doing. It’s got a whole presence
to it that really shows size doesn’t necessarily matter. It’s the passion that goes into it. And understanding
everything about ourselves, as beards, the brand of
beards, the beer we make, everything’s that whole
process of quality and craft. (light, playful music)

Leave a Reply

Your email address will not be published. Required fields are marked *