| By Amber Williams
Sample as many as 450 beers, rain
or shine this Saturday, July 14 from 3-7 p.m.
Imagine. Poor Augustus Gloop — Willy Wonka’s
infamous portly glutton — touring the daunting
Chocolate Factory: Long since having digested
the morning’s belt-buster breakfast, his stomach
growls and churns with anticipation, while oompa
loompas fill the atmosphere with the torturous
sweet and salty smells of the day’s fresh batches
of goodies. Gloop anxiously follows his quirky
candy-making god, Mr. Wonka, down the long corridors
of the factory, brimming with ravenous intent…
about to burst!
Then, Wonka finally finishes his song-and-dance
spiel and throws open the doors to the colorful
candy garden — a stellar scene from Gloop’s
wettest dream, topped with the illustrious creamy,
chocolate river. Gloop’s overwhelming excitement
sends him in circles like a kid who forgot his
daily Ritalin dose — oh, where to begin?
That is how Brewfest-goers feel when the gates
finally open at Principal Park, allowing the
long line of patiently-waiting patrons inside
for a beer sampling event that remains unmatched
in the metro. The sampling is so vast, and comes
with so many amenities, organizers soon learned
that an admission ticket would have to come
with a commemorative tote that people could
hang from their backs in order to free both
hands for a day of double-fisting.
A birthday celebration
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Brewfest attendees take the massive beer
sampling seriously. Some make pretzel necklaces
which serve three functions: clearing the
palate between samples, filling the belly
to control the buzz and, obviously, because
they are so fun and fashionable. |
This year marks Cityview’s 20th anniversary
as a locally-owned independent publication,
which gives us even more reason to hold another
alcohol-infused celebration, according to publisher
Shane Goodman. Like Cityview, Brewfest is a
celebration of local products and services coupled
with the power of making and maintaining good
local relationships, a tradition Goodman intends
to nourish.
“Cityview’s Brewfest started as a result of
a phone call from a company called SRO Productions
out of Minneapolis that puts on beer festivals
across the nation,” Goodman explained. “The
guy we worked with was from Ames originally,
and he really wanted to have a beer festival
in Des Moines.”
Meanwhile, Cityview was also looking for a unique
way to celebrate its 15th anniversary. Goodman
knew he wanted to throw a party, but no vomit-inducing,
Rufilin spiked, beer-bonging frat party would
suffice. This birthday party had to be cool
and unique with a splash of class.
“We had a discussion with Jeff Bruning of Full
Court Press, who was also looking into starting
a similar event. We decided to work together,
along with Melinda Toyne of In Any Event, and
for the past few years, with our friends at
the Iowa Cubs, most recently Nate Teut,” Goodman
said. “Working together is what makes this a
success, as we each bring something to the table
to make this a phenomenal event. So, the people
and what they offer make it special.
“There are a lot of beer festivals across the
Midwest that people can attend, but this one
is put on by local companies, all with strong
local ties to the community,” Goodman added.
“We constantly tout local ownership, and this
is a perfect example of the types of things
we can do. We don’t need corporate approval
to enjoy great beer with our readers.”
Amen, to that. But, as any party host knows,
throwing a shindig — especially an event with
as many facets and as much attendance as this
one — comes with the stress of liabilities and
the risk of it being a flop. Goodman admits,
he had his concerns going into 2007’s inaugural
Brewfest party. But, as usual, our readers made
us proud.
“The first year, I expected more of a kegger-type
atmosphere with a lot of young people and mass
consumption of alcohol. I was worried about
that from a liability standpoint,” Goodman said.
“But what we found were attendees who truly
have an appreciation for beer, swirling around
samples in their mouths and taking notes. People
of all ages, all backgrounds come to Cityview’s
Brewfest, and that in itself makes it unique.”
Although Goodman asserts he never intended Cityview
to be in the event business, he and much of
the Cityview gang like to party, and he knows
most of his readers like to party, too — especially
in times of celebration. So, why fight what
comes so natural? And what Cityview and its
readers are apparently so damn good at. As a
result, Goodman admits successful events such
as Brewfest, Martini Fest and the Best Of Des
Moines party carved out an event-holding niche
Cityview can’t help but fill. And Brewfest has
grown into a well-anticipated event that readers
and brewers have come to expect.
“In terms of turnout, Brewfest is our largest
event,” Goodman said. “With a few years under
our belt, we have learned a great deal. We know
how to throw a beer festival that draws bigger
and better crowds every year. And that’s what
this is all about — a celebration of beer.”
Celebrate beer
Sometimes numbers say it best: 250, 300, 375,
400. We’re talking beer. That’s how many different
beer varieties were featured at the Brewfests
of the past — from 2007 to 2010, respectively.
It’s apparent that everything about this event
grows and improves significantly every year.
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| Every
Brewfest ticket-holder will receive a commemorative
tote filled with scorecards, items from
sponsors and various supplemental materials
offered by vendors. |
In the first year, it became immediately clear
that if 250 different beer samples could draw
700 guests to a quaint parking lot at el Bait
Shop, there was potential for this event to
mature into one with staunch staying power.
This year, it’s anticipated that as many as
3,000 people will attend Brewfest, according
to Bruning.
“What’s happening at Brewfest matters to me,”
Bruning asserted. “I spend the whole year thinking
about what we’re going to do. Brewfest started
at el Bait Shop, and it was really small, and
it was outdoors in the elements. The flood of
2008 changed the venue, and we almost cancelled
the event entirely.”
Cancel Brewfest? And disappoint the greedy beer-drinking
Augustus Gloops in us all? Neither Bruning nor
Goodman would have that. After all, it’s beer
that keeps many of us afloat. Without the love
of beer, Cityview and its supporters like Full
Court Press might not have much to celebrate.
Beer is an element deserving of our appreciation:
beer, beer makers, beer drinkers, beer slingers.
Beer!
“I’m pretty much the beer guy,” Bruning said.
“I run the operations out of ‘beer central,’
el Bait Shop, and these marriages are intimately
involved.”
Among its several bars throughout the city,
Full Court Press has about 150 unique draft
lines companywide, Bruning said, but it’s el
Bait Shop that boasts the most and is famous
in Des Moines for its vast selection.
“Our beer menus come to life in this event,”
Bruning said. “Eighty percent of the Brewfest
beers we sell in some way, shape or form at
our places. But Brewfest will include some specialty
beers that are only available for a limited
time, if at all.”
About 430 unique flavors will officially be
available for sampling this year at Brewfest,
but Bruning said every year brewers bring stuff
that’s not on the list. That way, future buyers
get to sample the product even during the developmental
phase, making the buyer/seller dialogue significant
to both parties. About 140 different breweries
will be showcased by five major distributors,
each featuring 150-200 different beers, which
amounts to as many as three beers from each
brewery, Bruning said.
“Nearly every continent is represented… maybe
not Africa, and obviously not Antarctica, but
you get the point,” Bruning said. “Imports are
mostly European with a sprinkling of other countries
and continents — from all corners of the earth
and in between.”
And Bruning has tried them all.
“I’m excited to have them all together,” he
said. “Toppling Goliath is returning this year
with more flavors, and Keg Creek from western
Iowa is a new addition this year. I’m truly
excited about our Iowa breweries.”
About 20 Iowa breweries will vending at Brewfest.
In fact, the whole second floor of the I-Cubs
concourse will be comprised of Iowa brands,
including two Des Moines breweries that haven’t
even opened yet: Confluence and Exile Brewing
Companies are slated to open later this year.
“We do not have our brewers’ license yet, so
I don’t think we will be serving any beer at
the event, but we will be there to tell everyone
about Confluence Brewing Company and get the
word out,” said John Martin of Confluence Brewing
Company. “We are excited to be part of Brewfest
this year. Iowans’ awareness and appreciation
for craft beer is stronger than ever. We can’t
wait to be part of the Iowa Craft Beer scene.”
Nothing compares
While the Iowa State Fair is popular among
local brewers for its Iowa Craft Beer tent,
and the Iowa Craft Beer Festival in June was
a pretty big hit despite the rain, Brewfest
stands alone in central Iowa.
“This is something that’s completely outside
the norm. We don’t have anything like this anywhere
else in Iowa,” Bruning said. “The Craft Brew
event down on the bridge a few weeks ago, well
if you like that, Brewfest is three times as
big, which means more to choose from. And the
second floor is 100 percent Iowa products, so
just the second floor of Brewfest is like a
mini version of what they did on the bridge.”
Cityview’s Brewfest stands apart regionally
as well. The Milwaukee Firkin Craft Beer Festival
only boasts about 100 beers; the Michigan’s
Brewers Guild is celebrating its 15-year anniversary
with a two-day festival that offers the same
number of varietals as Brewfest this year (and
they call themselves “The Great Beer State”);
and the Great Nebraska Beer Fest doesn’t include
any brands from abroad.
Considering its growth and evolution, and with
the networking and teamwork of all involved,
Brewfest is poised for greatness in the beer
world for brewers and consumers alike.
Brewfest evolved
With each passing year, Goodman, Bruning, Toyne
and I-Cubs account executive Nate Teut, are
learning what works, what doesn’t and what the
event and its attendees need.
“Jeff (Bruning) has great relationships with
the beer vendors. Melinda (Toyne) is a fantastic
event planner. Nate (Teut) offers the best facility
to have an event like this,” Goodman said. “And
we at Cityview know how to promote and reach
mass numbers of people through our publications,
our websites, social media, our relationships
with other media and good, old-fashioned word
of mouth. We work well together and have developed
friendships that make this more fun than work,
and that’s exactly what we wanted to have happen.”
The first noticeable need was more space. That’s
why the sampling area moved from the el Bait
Shop parking lot to Principal Park. And this
year, the area has grown again, making use of
most of the concourse and the seating area in
the stands for a relaxed, scenic alternative
to the crowded concourse.
“When we first started, people just crammed
in; there were groups of people back to back
with other groups of people, and it was so congested,”
Bruning recalled. “It was basically mindless
beer pouring, and it turns into a beer drinking
game rather than a beer experience. This year,
there will be breaks in the action with other
options, which helps to break up the crowd and
spread the crowd out.
“I encourage attendees to talk to the people
pouring their beers,” Bruning advised. “These
people are pros, and they earn a living on beer
— on people liking beer. They can answer any
and all questions people might have, plus there
will be some home brewers there who can help
out, too — people who really know their craft.
Talk to them.”
The second and third things Brewfest needed
were shelter to keep people out of the weather
elements and parking. Both were solved three
years ago when the event moved to Principal
Park where there’s plenty of free parking and
a covered structure.
“Rain or shine, hot or cold, we can accommodate
all situations at Principal Park and keep the
beer flowing,” Goodman said. “If you like beer,
there’s no better place to be. Where else can
you sample 450 varieties to find out what you
like? With the event running from 3-7 p.m.,
attendees can still get out and enjoy Saturday
night. And we encourage people to do that by
going out for dinner afterwards or attending
any number of great establishments to keep the
party going.”
This year, Brewfest is offering more than just
beer samples, too. Local blues band Fruition
will rock the house to a point where Augustus
Gloop himself might glance up from his grazing
to bob his head and tap his toe. Also, Bruning
said beer merchandise will be on sale, the I-Cubs
food vendors will be open and the proceeds will
go to the I-Cubs’ favorite local charity again
this year.
“The most important thing — even more important
than the beer and the brewing industry — is
the charity that benefits from Brewfest year
after year, the Miracle League, which receives
proceeds and awareness from the event,” Bruning
said. “This year, Miracle League will get even
more exposure for themselves. More tickets sold
means more proceeds for them.”
Save on tickets
With more than enough incentives to join the
party, Brewfest goers must first buy tickets.
Goodman recommends getting them in advance at:
Central City Liquors, 1460 Second Ave.; Ingersoll
Wine and Spirits, 3500 Ingersoll Ave.; and Tequila’s
Liquors, 1434 Des Moines St., in Des Moines;
and Ingersoll Wine Merchants, 1300 50th St.
in West Des Moines. Or, go online to tikly.co.
Advance tickets save attendees $5 and a long
wait in line.
“Even at full price ($28), it’s a good deal,”
Bruning said. “Especially considering the prices
of these kinds of beers.”
And for those who don’t particularly care for
the taste of beer, Toyne asserts, “This is a
great way to get your toes wet.”
“Brewfest has grown from a niche, beer-lovers’
event to have a broader appeal to people who
don’t order beer as their first choice,” she
said. “This is a new opportunity for them to
broaden their horizons and be more adventurous
with the palate. Find out what you really like
so you can get comfortable with ordering beer
next time you go out.
“It’s also an opportunity for people to have
a relationship and make intimate connections
with local producers.”
Brewfest may not have a waterfall of beer, like
Wonka’s factory had for his candy connoisseurs,
but with 450 different flavors, the beer will
be flowing like a river. You don’t have to find
a golden ticket to get in, and everyone gets
a goody bag of prizes no matter how gluttonous
they get in four hours of drinking… or “sampling,”
that is. CV
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