Columbus Ale Trail Tales: Volume 1
Posted by cmh gourmand on April 29, 2016
I have been fortunate to be able to expand the overlapping cultures/communities I belong to. In the early 2000’s I found myself in the newly established food blogger community, which led to the undiscovered world of Taco Trucks which then drove me to the culture of street food which indirectly led me to a new career which in turn connected me to some in the world of Columbus Craft Beer just before the explosion of craft breweries in 2013 and after. Along the way I collected some new skills, some friends, business relationships and etc. All of those overlapping networks led to a spontaneous project.
Several of us had encountered versions of craft beer trails around the country. My neighbors brought me a flier from Boston that got me to thinking about how it might work in Columbus. John from the Ohio Tap Room contacted me about the same idea at about the same time and within a week we had a group of four of us that then connected with the Ohio Craft Brewers Association, who were just starting to have that thought as well. At that point we thought Experience Columbus might be interested so we met with them. We all thought a Columbus Craft Beer passport of some sort made sense and thus the Columbus Ale Trail was born.
It was a very quick gestation. We decided we wanted to launch the Ale Trail at the beginning of the first ever Columbus Craft Beer Week. This meant we had to create something awesome from scratch in less than two months. Many hours, and ideas, and late night edits later, the first Ale Trail Brew Books were ready for delivery. They started to filter out on May 1st and the first prize redemption for visiting all twenty breweries was on May 2nd. Oh my, we were on to something. The first 10,000 books were gone within a few weeks. With that validation and some quick planning and a bit of tweaking we obtained funds from the breweries to print another 20,000 books.
Today with just a few days left in the first year of the Columbus Ale Trail, the project has been a slam dunk. Over 600 people have visited all 20 listed breweries. Almost 1000 have visited 4 breweries to get a free pint glass from Experience Columbus. And countless people have visited one to nineteen breweries just for the heck of it without redeeming for anything. It has been exciting, humbling and for me, redeeming as well. It is great to be part of an idea that turns out to be successful and in the process helps all of the small brewing businesses get new fans and grow their brands.
As I write this, Volume 2 of the Columbus Ale Trail Brew Book has been sent off to the printer (after a lot of edits, and formatting, and changes, and bears, oh my!). The prize for completing the trail this time around (28 breweries) is a customized deck of cards featuring logos from almost all of our local breweries. It looks great. (See a card example below). The books should be ready by May 13th and the cards should be ready to hand to the first person (and all subsequent Ale Trailers) to go to all 28 sites (hopefully) within the following week.
Over the course of the past year I have personally passed out almost 2000 Ale Trail books to people on brewery tours. I’ve spoken with over 100 people using the books as I have crossed paths with them at breweries all over Central Ohio. The consistent message is: This is great! I can’t say that anytime in my professional career have I been lucky enough to work on a project that was universally loved like this. What I have heard frequently and what I like the most is that people enjoy the book – because it is a book, not a gadget, or app but something real and tangible that they enjoy looking at, reading through and most importantly getting the stamp (of approval) at each brewery they visit.
While I have heard great stories, my two favorite are documented below and I was lucky enough to have a small part in each.
The two ladies below completed their Ale Trail last fall. They enjoyed it so much they made costumes to wear to their last few stops. I met them at the Ohio Taproom where they came to get their Ale Trail T-shirt to reward them for their efforts. I hope they get to wear these costumes again for Volume 2.
The image you see below is a cautionary tale. A couple came into the Ohio Taproom while I was wrapping up a tour there. The wife was excited but the husband seemed a bit forlorn. As it turned out, only she was redeeming. He shared a tale of woe in that he had pocketed his book after they hit the last stop, forgot about it and washed his pants without removing the contents. The results are shown below.
As part of the Ale Trail team, I authorized the shreds of book as complete and he was validated for finishing the trail too. Lesson for Volume 2, keep your Ale Trail book in a special place and monitor closely. Friends don’t let friends lose or wash a perfectly good Ale Trail book.
Good luck to all racing to finish Volume 2 of the Ale Trail and congratulations to those that finished all or most of Volume 1.