Outdoor spaces in the post-pandemic world are necessary for the hospitality industry, especially for breweries.
Brewery patrons have new needs and expectations. They want safe, comfortable areas to enjoy your products, to feel part of a community, and to have multiple ways to purchase your goods. One outdoor space can meet all these expectations – a beer garden!
What is a Beer Garden?
A beer garden, or “Biergarten” in German, is an outdoor dining area where people come together to enjoy food, tasty beverages, and company. The concept of the beer garden has been around since the nineteenth century. Beer gardens started in Munich, Germany, and still enjoy popularity today.
Music and games are often part of the fun and key to creating a feeling of “gemütlichkeit.” Brew York New York defines gemütlichkeit as the “notion of belonging, social acceptance, cheerfulness, the absence of anything hectic, and the opportunity to spend quality time.” In other words, it is precisely what we need in this changing world.
Anyone who’s been to Milwaukee’s German Fest knows the joy of raising a glass outside with friends and family. German heritage in Wisconsin and the Midwest means that beer gardens are a natural fit. There’s nothing we love more than enjoying a frosty beverage and a salty pretzel outside in the sun.
Traditionally, beer gardens sell food and beverages (in Germany, some Biergartens allow patrons to BYOB). Still, whether your brewery sells food or only beer, an outdoor drinking area is an excellent solution for a friendly, social environment. Here’s what you need to know about moving your brewery experience outside and creating a beer garden your guests will love.
Does Creating a Beer Garden Benefit Brewery Owners?
The last few years have taught us that we must think on our feet and adapt to the new normal. Restaurant and brewery owners have become masterminds when it comes to finding innovative ways to stay open, relevant, and profitable.
Expanding your offerings outdoors is one way to increase your business. Many breweries can expand their footprint to their surrounding outdoor property, some even utilizing city street space. Sitting outside gives your customers a sense of comfort and casual relaxation, making them more willing to patronize your establishment.
Creating a Beer Garden
Now that we know an outdoor area like a beer garden can help businesses meet customer needs while maintaining a revenue stream, we need to learn how to create one with everything it needs to keep customers happy.
Outdoor Beer Garden Spaces
To set up a beer garden, you need outdoor space and planning. Check the local law for permit needs and rules on outdoor drinking specific to your area. Some cities allow outdoor beverage consumption on your property or within a certain distance of your building. Others are more restrictive, but most cities have allowed alternative accommodations since COVID-19.
Even if summer is rushing by, there’s still time to bring in business with outdoor adaptations. Oktoberfest isn’t until the fall, and if Midwestern weather holds out, you could continue welcoming patrons into early November (though you may want to invest in patio heaters). Setting up an outdoor service for your guests is worth the effort, sometimes even year-round!
If you have a small outdoor space near your brewery, you can set up an unofficial “beer garden.” Move tables outdoors and install lights, heaters, and some type of barrier to mark off the area. You know the capacity of your outdoor space best. Consider converting a shared lot, a yard, or even a sidewalk area into a small beer garden to give visitors a spot to sit and sip their cares away. Even if you only have a few tables, you can boost your traffic by catering to a handful of visitors at a time.
If you don’t have the space for a beer garden, you can at least keep your business (and beer) flowing with pop-up beer gardens and curbside pickup. Growlers, cocktail kits, and non-alcoholic drinks are popular options that will give guests a taste of what your brewery offers.
What Does a Beer Garden Look Like?
Traditional German beer gardens contain long tables in big, flat outdoor spaces with many trees. There may be regular chair seats, picnic benches, or tree stumps. Communal seating encourages socializing and a sense of belonging.
In the United States, modern beer gardens can have any look that works for your establishment as long as it has the right atmosphere. Many beer gardens use wooden furniture like picnic tables and fairy string lights to make the outdoor space magical and relaxing. A successful beer garden will have cold beers and local craft beer, fresh air, stay open past summer months, and allow for large groups and bar-friendly activities.
If you need beer garden ideas and inspiration, check out these great beer gardens found throughout Wisconsin:
- Estabrook Beer Garden Park, Milwaukee
- Memorial Union, Madison
- Otto’s Beer and Brat Garden, Minocqua
- Door County Brewing Company, Bailey’s Harbor
- Juneau Beer Garden, Milwaukee
Outdoor Beer Garden Health and Safety
The safer a space feels, the happier your guests will be. Start by staying up to date on current laws and regulations. After winter, check your tables and chairs’ durability and ensure rust and mold haven’t made your furniture unsafe. Offer shady options like seating under trees or patio umbrellas. Be sure the foliage in your beer garden stays healthy and pruned.Of course, make sure you are insured and allowed to operate an outdoor beer garden, too.
When creating a beer garden, you need to also know health and safety guidelines for both bars and restaurants. Educating your employees on sanitation and safety protocols is imperative. Continue to have hand sanitizing stations and consider providing guests with a hand towelette, especially if you offer food as part of your brewery experience. Eating pretzels, brats, and other traditional beer garden fare requires clean hands. You can also provide pre-packaged foods like chips and nuts to give guests a little something to spark their thirst. Hot water is key to the health of your establishment, as it sanitizes your utensils and glasses. Be sure your food and drinks are handled properly to avoid contamination, just like you would for your brewery’s indoor space.
In the beer garden, you will need to set clear, simple rules for guests to help patrons manage their P’s and Q’s once they feel a buzz from the beer.At traditional beer gardens, patrons often seat themselves and share tables. Keep track of the traffic flow and monitor the table turnover. Having designated staff as the “monitor” will help keep everyone safe and moving.
Post clear signage so guests understand rules like where and how to wait for a table. Communication is crucial for a positive experience. You may want to post any rules with your specials at each table, near the bar, and by the entry to your beer garden so everyone is clear.
Keeping the Gemütlichkeit in the Garden
Once the rules and precautions are in place, it’s time to focus on what makes beer gardens a great experience—the fun!
Typically, beer gardens include some form of entertainment. Live music is common and well-received. If you have space to set up a performer, it’s an excellent idea that can help bring guests joy.
Trivia has also become a favorite at beer gardens and breweries. Trivia nights are easy to set up and can include longer tournaments or just some fast rounds of trivia for a weekday escape from a hard day at work.
Offering other special brewery events can also attract more customers to your beer garden. Yoga, painting, or biking paired with beer have become popular. Another fun option is to host a tasting with beer flights or to offer a beer education class. If you have an outdoor space, you can engage patrons in many ways, making them want to return for more.
Another great way to attract people to your brewery is to offer a limited-release brew and donate sales to the local community. During COVID-19, we learned to depend on each other. Community engagement is essential for businesses—staying loyal to the local patrons means they will be faithful to your business if another crisis emerges. A special brew is an ideal way to answer the call.
Don’t Keep Your Beer Garden a Secret
Creating a beer garden is more than just finding a space; you must also let people know you have this fantastic area. Establishing a social media presence is an essential advertising and marketing tool to build trust and a sense of community. Announce special game nights, post enticing photos of your brews and food, and encourage hashtags. Social media is a great way to keep the public informed of what your nearby beer garden is offering.
Beer gardens are a fantastic addition to any pub or brewery. Remember to focus on traffic flow, frequent communication with customers (an app and social media work great for this), efficiency, and safety for your customers and employees.
No matter how much the march of time has changed the brewery experience, some things remain the same; people will always love to come together to get that sense of joy and Gemütlichkeit. Creating a beer garden is an idea we can all raise a glass to and toast “Ein Prosit”!
