Allen is an architect and green building professional. He established his studio in 2002 based on the principles of sustainability and with the firm belief that good design is good business. Allen’s passion for sustainable design is innately integrated in his company today; incorporating environmentally conscious features and helping clients lower their operating costs. Overseen by Allen, Edge designed Red Tail Ridge Winery, New York State’s first LEED Gold Certified winery. Other notable designs include the FLCC Viticulture and Enology Center, Nedloh Brewing Co, and O’Begley’s Distillery, among various craft beverage designs throughout the Northeast. Edge Architecture’s craft beverage work is complemented with experience in higher education, food service and hospitality. Allen is a licensed architect in New York, Massachusetts, Maine, and Pennsylvania.
The craft beverage industry across the country has been
booming over the past 10 years, with New York State being a front-runner in all
sectors including hard cider, craft distillers, breweries, and wineries. There
are now over 1,000 craft alcoholic beverage makers in NYS and that number is
expected to climb in the upcoming years as the NYS government continues to ease
regulatory restrictions by lowering taxes for craft beverage companies, as well
as reducing the time it takes to acquire a license.
There has been an obvious push in Albany to help bolster this $3.5 billion state industry helping to create a climate that is both enticing and rewarding for individually owned craft beverage companies. But as in any rapidly growing industry, there ultimately comes a point when the market place starts to become saturated with competition, and weaker establishments will see a significant dilution of their business, while others grow stronger.
Stay ahead of the game by thinking outside the bottle.
Obviously the most important key element to attracting a solid client base for
any prosperous craft beverage business is the quality and product selection,
but the experience you craft for your customers shouldn’t stop there.
4 considerations often overlooked:
– Whether visitors are just stopping in or are frequent
patrons, people are often look to food to offset/compliment the taste and
splendor of the libations they are enjoying. The addition of food to your
offerings not only entices your guests to stay longer, but the longer they
stay, the more beverages they are likely to have. Your menu should emphasize
the quality of the craft beverage and play a complementary role, and the same
care that goes into crafting your beverages should be given to the choice and
quality of the food you provide.
– Maintaining a healthy flow of visitors at a craft beverage location comes
down to how streamlined your process is. A thoughtful design and layout of your
tap and glass line can not only help balance staff traffic during peak times,
but also reduce the amount of wasted beverage that is created, helping to
increase efficiency as well as the locations overall environment and
– Your establishment’s style should serve as an extension of your brand’s
story. However there are certain elements that should be considered: large open spaces or higher ceiling levels to
help ease the feeling of over-crowdedness; bar areas that are accessible on
multiple sides or are long enough to serve large groups of people, and
selection in material and chair type. It may also be worth thinking about the
separation of sports oriented vs. non-sports oriented visitors. Offering areas
where people may have access to televised sporting events could prove to be
beneficial by providing diverse environments and experiences in one location.
– Every craft beverage location wants to create an environment and style that
is not only unique to them, but also is welcoming to a client base where people
want to continue to return to. People come to these kinds of establishments for
one main reason: to experience your craft beverage, and a large part of that
experience is seeing and knowing how the beverage was made so your guests can understand
and feel connected with your beverage. Elements such as large glass windows are
a great way to showcase your process to visitors so they can see for themselves
the work that goes into creating your products. Providing an outdoor
eating/drinking area is a great way to attracting visitors during warmer months.
The use of covers such as awnings, umbrellas, pergolas, etc. from the hot sun
can add to a more comfortable experience for daytime guests. Transitions from
indoors to outdoors should be seamless with easy access points.
Everyone has their own preference and style when it comes to
selecting a craft beverage location. However, every successful craft beverage
business has similar underlying qualities that form a solid basis for growth,
expansion, and a reliable pool of customers. The quality of the beverage will
always be the most important aspect of any craft beverage location, but finding
ways to enhance the uniqueness in flavor through food, efficiency, style and
design are what will ultimately help your business thrive against the ever