What If Your Taproom Was a Kid’s Favorite Place?
Disclaimer: Not every brewery is for families—but for those who want to reach more people (and get them spending more), this might hit home.
I often ask taproom managers and owners the question: how would someone else describe your brewery? Keep it simple. Thirty seconds or less.
And how would that quick elevator pitch give the person listening a sense of urgency to visit? That’s important, especially with increased competition. If you’re not standing out in just a few words, then you’re just blending in.
Now let’s get controversial. How would a kid describe your taproom? Wait, what? But seriously, after all, the longer the children are having fun, the longer the adults can safely spend time, and money.
“It’s the place with the giant Jenga and the hot dogs and the music where my dad gets his special drink and I get apple juice and goldfish crackers!”
(Ok, I get it, none of you like goldfish.)
“It’s the place where grown-ups go at night and we’re not allowed because they don’t have crayons or grilled cheese.”
Your taproom is a community-driven experience. That community includes thirsty people, hungry people, young people, old people, people who drink, people who eat, people who love music, people who appreciate art, people who enjoy markets and conversation, people who simply enjoy sharing space with others, and many more.
Wow, that’s a lot of different types of potential guests, and only you can identify your target market. Hint: an ideal demographic of “everyone” isn’t the answer. You need to know your audience and build a brand rooted in real relationships.
For those of you that are leaning into building a family-friendly space, I ask you: What are you doing to make your brewery the go to playground in your area?
While initially this question may appear humorous, it may help you lean in even harder and better appeal to your target market.
Let’s break it down. There are 3 general areas that you can maximize to make your space more appealing to children:
Kids Activities – This could be anything from board games to a playground. Think anything that will productively occupy their time other than just watching an adult drink your latest double IPA.
Kids Snacks – No real explanation needs. Juice boxes, hot dogs, cheese pizza. The glorified version of what children are eating at home with a price tag for convenience.
Kid-Friendly Spaces – A spacious patio, plastic instead of glasses, and yes, maybe even a giant pirate ship playground.
Way back in 2022 we shared the Venn Diagram of Taproom Experience:
Quality Beer + Memorable Atmosphere + Engaging Staff = Wow Experience
In the quest to become a destination, creating a space that is enjoyable for both adults and children can help. Consumers are presented with countless options of where to spend their money. They are also more intentional than ever to where they spend it.
Walking to the end of my street, I could go left or right and soon be at a taproom. However, 9 out of 10 times, I go right. Why? Going right takes me to a place where my entire family and additional guests can find something they enjoy.
Spacious patio that my 5-year-old is comfortable at? Check.
Non-beer and non-alcoholic options? Check.
Fantastic pizza and nachos? Check.
Family-friendly events? Check.
Delicious lagers? Big check.
No matter who I come with, there’s always something for each of us. No longer do I wonder if I’ll get a second beer. Now I wonder how I’ll get my son to leave for bedtime.
The taproom I could’ve reached by going left had a quality beer list, but unfortunately little to keep the attention of a broader audience. Unfortunately, it’s no longer there.
The true goal of becoming a kid’s favorite taproom is at the interaction of the three circles of the Venn diagram. If you only have kids snacks, and not kids activities or kid-friendly spaces, children may get bored. If you have kids activities, but not a space conducive to them, it may not work out. If you have a kid-friendly space, but nothing to please the children, then you’re still not fully there.
Where do kids love going? The freakin’ park. How can you become their favorite park?
You know what makes a day at the park better? The ice cream man. I’m not suggesting forgetting about your 21+ audience. I am suggesting you think about who they’re bringing along. This is about creating a space where everyone feels welcome and the adults can enjoy themselves responsibly.
As taprooms across the country vie for dollars, find unique audiences that align with your brand, and not just those drinking it. The finances that support this? The longer a child is happy, the more an adult will be able to purchase – whether additional food items, beverage, or even merch.
Of course, becoming this kid-friendly requires work. It requires staff who are not only able to engage with adults drinking beer, but also able to interact in the demeanor of a patient teacher. Bad behavior cannot be tolerated by anyone. Especially adults who treat your space like a daycare (not the same as a playground).
So next time you’re planning a seasonal event, rolling out a new menu item, or promoting the weekend, ask yourself this: would a kid call your place their favorite playground? If so, chances are the adults are sticking around too.