Brewery tourist attraction case study

Concept

Problem: The Brewing Projekt had an ugly wall problem. The well-worn wall on their new headquarters was an interior wall of the former factory that lived many lives before. Now the 75’ x 26’ wall was exposed to the outside world and looked like it had seen better days.

Challenge: Since there’s a smokestack in the middle of the wall, I wanted to incorporate it into the design so the mural felt made for the space. I also aimed to draw people to TBP since people often flock to murals for social media photos and explore the area, increasing sales and engagement for the brewery.

Solution: After creating mockups to address owner Will Glass’ goals and running them by some testers for feedback, I presented design mockups to Will. The final design includes three unique sections for photo opportunities and represents the brewery’s creation process—from dreams to reality. The left side of the mural takes cues from TBP’s Midnight Oil beer, a fan favorite coffee stout, and represents brewers dreaming up the brewery’s unique beers. The middle seamlessly incorporates the smokestack as part of the hop that is vibrating energy and then bursts into life as one of TBP’s creations, represented by the burst of color.

Keep scrolling to see the transformation and results!

Before

Process

After the Brewing Project’s crew prepped the wall, I projected the mural design and chalked it in.

My mural assistant and I worked long hours painting the mural for a week. Here’s a video of us painting the hop:

Many locals and news outlets stopped by throughout the process. Here’s a photo from Volume One:

Early into painting, I realized that the mural would feel even further integrated into the building if the smokestack were painted on both sides to look like the colors radiating from the hop. The brewery owner’s dad helped make that vision come to life, and we loved the results!

Results

1. Media coverage: The mural received coverage on the local news, in blogs, and on state-wide tourism sites.

2. Local beautification: Residents of the area expressed that they appreciated the addition of color. The mural will soon serve as the backdrop for the new Cannery District Park development planned for the adjacent lot along the Chippewa River.

3. New business: The mural draws tourists who post their experiences on social media, brewing up more business for TBP.

Press

• Visit Eau Claire, article feature, 2023

• Travel Wisconsin, game feature, 2020

• Volume One, article feature, 2019

• Leader Telegram, article feature, 2019

• Tap Traveler, blog feature, 2019

Travel Wisconsin @travelwisconsin on Instagram