Shopping Center Business

MAY 2018

Shopping Center Business is the leading monthly business magazine for the retail real estate industry.

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BREWERIES 196 • SHOPPING CENTER BUSINESS • May 2018 "A brewery is a unique use that adds excitement and an entertainment feel for the project," says Ashlee Boyd, man- aging partner of Thompson Thrift Retail Group. The Indiana-based company is the developer behind The Yard at Fishers Dis- trict, a mixed-use project in the northern Indianapolis suburb of Fishers. Sun King Brewery, the largest brewery in Indianapolis, will open a 13,000-square- foot specialty production craft brewery and taproom at The Yard in 2019. The two-story brewery will feature a rooftop patio and will be capable of producing ap- proximately 5,000 barrels of beer per year. "Sun King will be our largest tenant," says Boyd. "It will serve as a significant draw that will help drive traffic to the proj- ect, which will benefit all tenants." Outside of Atlanta in Forsyth County, RocaPoint Partners and The George- town Cos. are underway on Halcyon, a 150-acre mixed-use project. Last October, the developers revealed that Cumming, Georgia-based Cherry Street Brewing will open an 8,000-square-foot brewpub and beer garden in the center of Halcyon's restaurant village. "The green in the middle of our project creates a lot of synergy within the devel- opment," says Patrick Leonard, principal with RocaPoint Partners. "It will host beer festivals and other events, it's just a great addition to our project." Cherry Street Brewing will feature communal tables, bar space and a stage for special events. Creating an experience for consumers is vital, and breweries do just that. "Today's retail is all about the experi- ence," says Ana Barcelo, first vice presi- dent with CBRE in Miami. "When you have a brewhouse come into these mixed- use developments, it's a full-on attraction within a project." A HOP ABOVE THE REST As the number of breweries continues to grow exponentially, brewers must find ways to make their facilities stand out in the marketplace. "The most successful breweries are going to differentiate by three things," says Barnett of JLL. "One, producing a high-quality product — beer that con- sumers actually enjoy. Two, crafting a strong brand. And three, picking a loca- tion that allows them to maximize their operations." Crafting a strong brand often means creating an authentic and unique tie to the community, says Barnett. For exam- ple, many breweries name their beer after local landmarks or other cultural tie-ins. Decatur, Georgia-based Three Taverns Brewery produces "A Night on Ponce," an India Pale Ale (IPA) named after one of Atlanta's major commuter thoroughfares, Ponce de Leon Avenue. New Jersey-based Cape May Brewing Co. also names many of its beers after local landmarks or sit- uations South Jersey residents can relate to, like its double IPA titled "Coastal Evacuation." Millennials — who account for 57 per- cent of weekly craft beer drinkers, accord- ing to the Brewers Association — appre- ciate the local flavor craft brewers infuse into their products. "Millennials want to be connected to the companies they're buying from," says Watson of the Brewers Associa- tion. "They're not just buying a product, they're beginning an interaction with the company." Barnett adds that by creating these local tie-ins, breweries give a great sense of ca- maraderie and forge a deeper connection with communities. "It all goes back to experience," he says. "Most millennials care a lot about purpose and they can find that behind a pint glass." SCB Taft's Ale House in Cincinnati turned an abandoned 160-year-old church and turned it into a three-story brewpub.

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