Craft Beer Public Relations and Marketing
In addition to my beer obsession, I’m also fascinated by urban development. Sometimes the two interests go hand in hand, like when a new development features a brewery as an anchor tenant. That was the case with 612Brew, the first tenant of The Broadway, the Peter Remes project at the corner of Central Ave. and Broadway. 612Brew (Full disclosure: 612Brew is a client) and The Broadway are just one part of why I believe Central Avenue is Minneapolis’ next great street.
612Brew and The Broadway have revitalized a completely underused building and brought a lot of life to a corner that serves as the unofficial “gateway to Northeast.” That activity has helped attract other tenants to the building, including Stellar Hair Salon and a beautiful new Spyhouse Coffee location. Next year, Central Ave. will get its second brewery when Fair State Brewing opens a couple miles north of 612Brew. As the first cooperative brewery in Minnesota, Fair State is sure to get its share of attention when it launches.
Between the two breweries, great new businesses and restaurants are opening up. I had breakfast today at the The Mill Northeast, the new incarnation of the late, great Mill City Cafe. I may have been there for breakfast, but I definitely had to check out the taps list, and it it strong – check it out in the photo above. Central Ave. is flush with ethnic restaurants, but has been lacking a strong American restaurant for years. The Mill Northeast should do great, in no small part because of great food and a good beer selection.
I’d love to keep listing out reasons why beer is helping Central Ave. develop, but I can’t. There’s too much great stuff popping up that has nothing to do with beer. Vacant storefronts are filling up left and right. Recovery Bike Shop has an excellent new space (right next to Fair State’s future home). The Eastside Food Co-op is expanding, as is cult favorite Mexican restaurant El Taco Riendo. Staples like The Holy Land and Sen Yai Sen Lek continue to do well, and newer restaurants like Maya and Karta Thai are building strong followings. In other words, Central is starting to look a lot like the stretches of Hennepin and Lyndale I remember from my youth, before gentrification stripped away all the scrappy energy.
I’m looking forward to the day when I can take a bike ride from one of Central Avenue’s breweries to another and stop at some great restaurants and shops along the way. That right there is my vision of a great street.