15045 River Rd, Guerneville, CA, 95446
(707) 869-0705
Introduction
The Business Plan
The Equipment
The Change in Law
The Town
The Location
The Zoning
The Liquor License Transfer
The A.T.F.
The Doors are Open
The Big Move
What's on Tap
Traps for the Younger Player
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Credits / Acknowledgements
Brian and I started talking about this project about five years ago. For
the most part, this talk was over a few beers and occasionally under the
table. Brian was a stock broker and an avid home brewer, I was back in
school to become a
programmer. It was almost too obvious: our vocations
were as brewers ('hic).
At the beginning of 1996, I returned from Australia and was ready to
take my place as the programmer that slew microsoft
(after making up for lost time ... at the taps). It was not to be. At about
the same time, Brian's company offered him a choice: a healthy severance;
or a transfer to purgatory. That left us both with opportunity.
The first thing we had to do was research. Brian had been keeping his finger
on the pulse for some time already, but now we had to get serious: really
serious. Brian got hold of a few books on the microbrew industry (from
a friend). For additional information, whether we wanted it or not, we'd
hit as many brew-pubs as we could and ask - while "tasting" ... this seemed
only fair. After some investigation, and investment, we hit on a plan.
Our approach was simple. We figured to minimise our risk. We'd jerry-rig
a large home brew system, find some cheap warehouse/factory space (probably
out in Hunter's Point), get some permits and start cooking. As demand increased,
we would let the business pay for its own growth. It was almost too simple,
too pure.
This was pure luck. We heard about a place up north that was vacant and
we might be able to use. There was a gay dance club for sale in an old
rural movie theatre from the forties. To tell the truth, I thought it was
too great a deviation from our business plan (so did Keith - our ideas
man). Brian, however, suggested we investigate, and pointed out the recent
opening of "The Powerhouse Brewery" in Sebastopol. He was right, we hadn't
been there yet.
We stopped into the "Powerhouse" and met Bill and Don. We told them
our plan and they politely encouraged us. I got the impression we weren't
the first researchers they'd met ('aha'). After a quick tour they told
us of some equipment that was about to go on the market at a very reasonable
price: a three and a half bbl system and nine seven bbl grundies from San
Rafael Brewing. Don had used that equipment when he was San Rafael's brew
master and was happy with it's product. We were pretty happy with his product
so we called San Rafael Brewing within minutes and made an appointment.
Then went back inside the "Powerhouse" to continue our research.
The kind of numbers that get thrown around when you talk to a sales
rep. about a brew house are frightening. Just look in the classifieds of
the "Celebrator". Yes, most of the systems available are hand crafted works
of art. And yes, many are turnkey operations, but we just want to make
good soup. The San Rafael Brewing equipment seemed too good to miss. No,
it is not turnkey but after about a month of negotiation, it was affordable
- we also picked up their grain silo.
Part of our plan was now complete - we had our large Jim-rigged home
brew system.
One of the main reasons we wanted a micro brewery as opposed to a brew-pub
was the fear of food. The logic is not quite clear but, in order to sell
your micro brewed beers on site, you have to have an operational kitchen.
With some experience in restaurants, I had vowed never to expose myself
to that much risk and hardship again. Besides, Brian eats too much. In
addition, your 'brewpub' license allows you to sell only beer and wine.
It almost seems that someone decided that brew-pubs would be too successful
without these restrictions.
At some point in our research we discovered that the laws of this state
had changed slightly. A restriction was imposed to prevent a microbrewery
and a bar operating as separate entities but sharing the same the premises.
As of January 1, 1996, this restriction was lifted. As long as the two
operations are separated by some partition, the liquor laws of California
now allow this 'sharing' of the premises.
Upon hearing this we went to the A.B.C. and had it explained. In a
nut shell, the holder of a full liquor license can now, legally, brew their
own ales in an area designated for that purpose. Then that microbrewery
can wholesale those ales to the bar across the room where they are sold
to the public (along with a single malt and a cigar).
Yet again, we considered revising our pure and simple business plan.
Guerneville is a great little town on the Russian River. This is wine country
and it's only about 70 miles from Soddom and Gommoroh (S.F) ... close enough
for an afternoon drive.
The area was once part of a huge (and ancient) redwood forrest, most
of which was cut and milled, i.e. Stumptown. After the deforresting, local
industry turned to agriculture and tourism. As it happens, one of the major
cash crops here was hops (lookout 45k + 26k).
There are still a couple of old drying barns and hop kilns on westside
road. Check out Walter's
Ranch Hop Kiln. This place is steeped in history!
Another kicker are the roads. Guerneville is on Hwy 116 and only about
20 miles to the Pacific Coast Hwy (1). Both of these roads were made for
bikes. Then there are the backroads that honeycomb the area, built when
civil engineers respected the twisty (prior to the R.V.). It can be a hoot
getting here. Stumptown says: Motorcycles OK
(this shot is pretty big too - 34k).
Remember that old movie theatre? Well we did make it up there to see it
that day ... with one eye still open. The area was spectacular, and the
building itself was huge (6000 sq.ft with 30 ft ceilings). Still, we weren't
sure how the locals would take to the idea of replacing their dance club
with a microbrewery. And the bloody place wouldn't stop spinning. It was
too much of a deviation from our plan.
Later, however, after our visit to the A.B.C., it seemed like a more
appealing option. We went up again, this time determined not to stop at
the Powerhouse until the way back to the city. This time we had a good
tour of the building. Hidden behind its 'Jungle' decor, everything we could
have wanted for our new venture was already there. Happy with the building,
we hit the town to see if they would be happy with us.
The local reaction was great: the Guerneville Chamber of Commerce,
shop owners, and locals were all pretty happy with the idea. We decided
to look seriously at this new option. We told the owner and he offered
us a reasonable rent with a fifteen year lease.
It was settled, as long as the building could be properly zoned, this
building was ours!
So based on what we were told, we took the building over. Unfortunately,
we still had a major surprise in store. Code required the building have
a fire sprinkling system installed.
After about 6 months of negotiation with the local fire chief, a compromise
was reached: we could operate immediately if we committed to installing
a sprinkler system over a five year period. However, fire sprinkling (as
we came to find) is also a building department issue. The building department
was not willing to compromise, so we were forced to move.
About a mile and a half down the road was a spot equally (if not better)
suited to our needs with a deck, river frontage, and beach access. It was
even better than the theatre: easier to maintain, much better lighting,
plenty of parking and a great view. We took occupancy of the new location
on the 3rd of March, 1997.
We went into the Sonoma County Permit and Resource Management Dept. and
asked our questions. We were told that it shouldn't be too much of a problem.
We wrote a letter asking for written assurance from their office and received
the next best thing; a letter saying it shouldn't be a problem.
We then contacted the county building department, told them what we
had in mind and where we planned to do it. They told us that there had
been no major changes in the code since the previous occupant applied for
their use in 1992. We were over the moon and signed our lease - we should've
waited.
From here on it got rough.
It would be difficult to continue in good humour so I won't. It turned
out that we would have to spend at least $20,000 to bring the building
up to code. That would require us to split the building in half with a
fire wall. If we wanted to use the building as planned we'd be out of pocket
closer to $70,000. Moving was not a difficult decision to make.
Presently we're in the middle of getting clearance for the new location.
We've had a few hic-ups but, because the new location is small (about 2,200
sq. ft), the hoops are not as high.
|
THE
LIQUOR
LICENSE
TRANSFER
|
The liquor license purchase was fairly painless. There were one or two
obstacles but, so far things have gone as well as can be expected. It amazes
me how much running around is involved if you want to purvey the demon
drink. We applied for our 'small beer manufacturer' license at the new
location in early december, 1996. The A.B.C. then need the A.T.F. to finalize
the change of location and inspect the equipment on site. After which the
paper work is sent to Sacramento.
Believe it or not, the Bureau of Alcohol, Tobacco and Firearms have been
great. The investigator here in Santa Rosa is a dedicated home brewer.
Thank God. The forms are a real trick to answer without a translator.
Unfortunately we were under the impression that the A.T.F. could not
review our application until our site has been properly zoned for a micro
brewery. It turns out this is not the case.
Fortunately, the brewer's number (which took about 4 1/2 months) is
portable. The zoning has to be accepted, the equipment in place, and a
couple of forms filed, but other than that it's fairly painless. Getting
the number in the first place was a little more detailed.
The doors are open. Because we have kept the old movie theatre,
we can sell other peoples micro brews. For the time being that's just what
we'll have to do. We're hoping it'll work well this way, as the theatre
becomes a venue with good beer.
Our business hours at the brewery are:
 |
7 Days (normal) : |
12.00 p.m. - 2.00 a.m. |
|
Long Weekends : |
6.00 a.m. - 2.00 a.m. |
The original spot, that old movie theatre, turned out not to be the ideal.
Our problems with the building and fire departments could not be resolved
(satisfactorily). We had three choices:
(1) Stay as a brewery and drop a bundle to satisfy the county;
(2) Stay, leave the place as is, and operate a dance club; or,
(3) Sell at the end of the season, at a discount, and move on.
None of these alternatives were too attractive. We both wanted to have
a brewery but had grown weary of the game. The extent of delays, bureaucracy,
and petty politics we encountered were not anticipated, nor (apparently)
are they commonplace.
So a new site was found. About a mile east of the theatre, in the "Midway
Deli". At first we thought there was a good chance the zoning department
could be bypassed, which would speed things up and make the move a little
more painless. But, as might be expected, a use permit was required.
Unfortunately that's meant starting over with the permit process, but
the new location is better suited and, all things being equal, will work
out a faster and cheaper alternative.
Brian got fed up. It's been an ordeal and the main reason appears to
be the size of the theatre (the fact that Guerneville is unincorporated
has also played a role).
Anyway, the brewer has moved on to greener pastures.
For now we've got 9 taps:
Black
Butte Porter
A.V.
Boont Amber
Hop Rod Rye
Lagunitas
I.P.A.
Mirror
Pond Pale Ale
Lunatic Lager
Black Stump Ale
Lunatic Lager
Wyder's
Pear Cider
We decided to throw this page up to let anyone interested know what's going
on. It's a little dry right now (but getting wetter). Eventually this site
will have details on our beers and events (who knows, maybe a some graphics
too).
If you do happen to wade through this page and have some suggestions,
hit a dead link, or want to know more, feel free to drop us a line at
wwpints@stumptown.com.
We are not experts in WEB design or HCI so any criticisms that will improve
our site would be greatly appreciated.
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