When you will find a tap room that you keep working back again to, it probably isn’t solely because of the great craft beer. It may have something to do with architecture. Test that theory, the next time you visit that tap room notice the style features, because those attributes are probably what gives that tap room its character that is appealing.
Architects I met with for this article, all specializing in brewery designs, tell me there are many design factors that produce for an environment that plays a part in a general sense of comfort and appeal. The short list of factors architects considers inside their design recommendations include: usage of colors; acoustics; aroma’s; music; furniture; and easy movement within the space. “The trick is putting the proper combinations together that address the demographics of town and customers who’ll visit the space”, says David Madsen, a Reno brewery architect.
If done properly, the brewery ‘s architectural design is area of the brewery brand. Many in the craft beer movement are giving consideration to coming changes to a post COVID; no doubt changes are already being anticipated and planned.
“Our clients affirm that the craft beer industry is inherently social, and, therefore, craft beer relies upon community-oriented gathering spaces to bring people together, says Rebecca Spears, Partner in RB+B Architects in Ft. Collins, CO.
Simply stated, architectural design in a tap room must maximize opportunities to create visits and product trials, and visually promoting an overall total brand image. Therefore, breweries are always reviewing their target market and attempting to anticipate changes in consumer preferences birrifici italiani. Customers dictate branding and architectural design showcases brand. A tap room’s ‘feel’ is the best opinion of a brand, it could be stronger than a can on a really crowded shelf. From the consumer’s perspective they could be asking: What is this brewery doing for me for my visit?
The Post Pandemic period, of which there is no agreement when it might end, will most likely bring changes to the way in which consumers view their brewery experiences. These facilities are addressing be beyond a DIY project, where they utilize a natural industrial ambiance with picnic bench tables. From interviews with breweries and architects specializing in the craft beer industry, the absolute most noticeable evolution are breweries upgrading production facilities and thinking more about public space designs that showcase an experiential and destination orientation.
Consumers need to identify that breweries cannot build just any tap room they like, far too many factors enter into play to permit for that: construction codes; zoning; health board requirements; taxes; environmental considerations; etc. Additionally, the smart question that must be answered in advance is: What is the client desiring now and what will be coming? Changes could happen, if nothing else, from competition and local laws.
“In the last decade we have been involved with over 170 brewery projects and continue to complete work for them. They recognize changes because of the maturing of the craft beer industry and need certainly to enhance their brand. These changes are now being adopted by breweries and are not going unnoticed by consumers”, says T. Dustin Hauck-President of Hauck Architecture. “We’ve built an organization focused on the craft beverage and hospitality industry. In recent years, we have noticed an important increased fascination with clients evaluating their image. Upgrading a brewery’s architecture and tap room experience is just a significant statement to a community and their brand” ;.
Before moving forward to talk about TR changes Post Pandemic, I found this anonymous quote that summarizes why architecture is essential in adding permanency to the craft beer category. “An architect can influence consumer perceptions with his/her design by understanding how a building’s design can impact a person’s behavior, mood and perception of a brand” ;.The COVID-19 Pandemic has forced people to really have a new appreciation of space (a facility) that fits a personal style.
Note to the reader: I am no architect, I don’t know one, but did make lots of calls concerning this obscure subject that does impact the craft beer industry. Applying an oft used political saying-all craft beer is local! I want to add a brand new dimension to the subject of changes visiting craft beer that is addressed by the architectural industry. Now however let’s move on.
It’s an undeniable fact that design/visuals influence purchase habits, that is why breweries and all beverage alcohol producers spend lots of time and money on labels. Getting anyone to try a model of beer is the start to the client relationship, but the item must support an acquired image, expectations, and advertising message.
May be the tap room adding value to the client experience and adding value to the brewery? Public spaces or brew pubs run the gambit relative to investments, but it isn’t about the money, it is about delivering on an experience commensurate with a market demographic. That is what the consumer is buying.