Raise a Glass: Wisconsin Breweries Offer Unique Gathering Spaces
10/11/2024
By Kristine Hansen | Photo © 3 Sheeps Brewing Company
For a fun add-on to a meeting, an off-beat spot to get business done or a casual networking event, why not raise a glass to one of Wisconsin’s taprooms? Many craft breweries curate special experiences for groups. These spaces — like a patio or beer garden — aren’t just available during the summer. They also are ideal for a cozy night during cooler months.
3 SHEEPS BREWING COMPANY, SHEBOYGAN
In preparing to open its taproom eight years ago, “one thing we wanted to prioritize with our brewery is have it be a space for people to gather and hang out,” says 3 Sheeps Brewing Company’s head brewmaster and founder Grant Pauly.
Three spaces for groups include: The Loft (30-90 people), The Lounge (20-50 people) or the entire 10,000-square-foot taproom. Both The Loft and The Lounge feature AV capabilities that include a microphone set- up, which could be conducive for presentations or workshops.
“When businesses hold meetings here,they tell us that their attendance is better than usual,” says Pauly. “We’ve had a bunch of groups repeat meetings here, year after year. It’s kind of a nice treat while still getting what they need to get done.”
For example, an advertising team built a label and marketing plan for an existing 3 Sheeps beer. The team pretended they were launching the beer for the first time. “It really got creative and a little goofy,” says Pauly.
Brewery tours often follow a group’s meeting and are tailored to the company, such as a focus on packaging or distribution and sales, designed to generate new ideas. Other activities are the outdoor bocce ball court and — as a more structured activity — making colorful resin cutting boards or candles. These reinforce that, if you get out of the office as a team, bonds are created that can sustain the rigors of project work or other pressures.
GREAT DANE PUB & BREWING CO., MADISON & WAUSAU
As an offshoot of the Madison brewery of the same name, which debuted in 1994, its Wausau cousin opened in 2009. For private groups, there are several spaces, including a small banquet room (60 people), a large banquet room, main bar/pool bar, the beer garden or a private dining room. Two downstairs rooms have a full bar.
“Recently, a college hosted an appreciation happy hour for faculty in the main bar and also rented out the upper patio,” says general manager AJ Heinzel, as an example of how the brewer welcomes groups. “They come in a half hour earlier and decorate and make the room theirs. But it does have that brewpub feel.”
Heinzel strongly suggests groups make a reservation as a private event — in part, to receive better, more dedicated service. “A lot of times, you’re monopolizing that space anyway. Having a contract in space and having a minimum set-out guides the event and allows us to staff for it,” he says.
The beer garden also can be reserved for groups and an indoor space is reserved in case of rain or otherwise inclement weather.
THIRD SPACE BREWING, MILWAUKEE
Business groups that reserve a space at Third Space Brewing can take a private tour with founder and brewmaster, Kevin Wright. “Sometimes we’ll gear the topic of the tour to what the group is looking for,” says events manager Kara Olds.
Because the brewery does not serve food, groups can cater. Some groups, says Olds, even bring in food from Costco.
“We’re more of a casual place. Most groups walk right up the bar and use a ticket system and order on the same tap,” says Olds.
Three spaces can be reserved: the Loading Dock (25-70 people), a covered deck (up to 60 people, with a protective covering (open April to October) and the beer garden (either part or the entire space, with private bar). There’s also an option to rent out the entire brewery.
At the Loading Dock, a screen and microphone help host presentations. “We have had people do networking events and lunch presentations, from Harley-Davidson and groups like that,” says Olds. The deck converts to a stage. With a total buyout, a group can hire its own music.
VINTAGE BREWING COMPANY, MADISON, CROSS PLAINS AND SAUK PRAIRIE
Vintage Brewing Company organizes private beer dinners for business groups, available at two Madison locations (downtown on the West Side) and in Sauk City. “The chef curates a menu and we pair our crafted beers with those menus,” says marketing director Jennifer Mirasola.
As well, the West Madison location is a full banquet room (up to 100 people at a cocktail event or 50-70 people seated), the John Wayne Room (36-45 people) and the Marilyn Monroe Room (25-30 people). The banquet room can be divided. A large parking lot draws many people to choose the West Madison location over downtown, although downtown is nearby hotels used by out-of- town guests. It’s a semi-private space, with an open wall, whereas the other two locations are completely private.
Then, at Sauk Prairie, there are several spaces for up to 250 people, plus an outdoor deck overlooking the Wisconsin River.
“We do a lot of daytime events, like presentations,” says banquet manager Michele Nicolson. “A screen projector and microphone are included. We open early for business events, as early as 8 or 11 a.m. We can do a breakfast or lunch and cocktail hour.”
Epic organizes many employee events at Vintage Brewing. “When they’re hosting employees from their international locations, they can come in and do a beer dinner with us or a plated dinner,” says Nicholson.
In November, the brewery will open its Cross Plains event space, with a 50-person capacity and the option to organize a classroom-style meeting with AV equipment. But the real allure will be the private patio. “It will be great for happy hours, social events and team building,” says Nicholson.
