Wednesday, October 3, 2007

More Guessing About Launch Dates

Alright already, I should probably not throw out any more opening dates. I don't know what it is with brewery startups-- we have a compulsion to announce dates that in our limited experience seem plausible. Maybe it's a case that if we announce it and believe it, it will actually come true? I'll try to explain what happened, and hopefully you'll understand why you aren't drinking a Saison Rue right now.

On May 22nd, when I initially leased 715 Dunn, I proclaimed The Bruery would start brewing in August and start selling in September. Early on I had an architect that was going to put together the plans, but then shortly after I decided I could draw up the plans on my own and save $5,000 - $10,000 in the process. Strike one. Architects know what they are doing, and I don't. I think I would have saved two months if the architect drew up the plans. What does two months of rent and lost opportunity cost? Probably more than an architect.

On June 27th, I thought I'd be ready to start construction. My plans were put together (or at least I thought they were), and I was ready to get a bid from a contractor I already picked out. Getting just one bid? Strike two.

After I got the bid (or more accurately an estimate because the contractor had no idea how to price out my less than detailed plans), I figured I could get my plans approved by the city over the counter and start construction. I learned the city won't accept the plans until they are approved by the Health Department. Better get my plans into the Health Department, no big deal. Health Department approval is only a formality, as they don't care about breweries-- right? Wrong! Health Department approval takes about 2 months due to my need to negotiate to lessen what they required of me. Strike three (thankfully, this isn't baseball). I learned that you don't negotiate with the health department, at least if you want to get your plans approved. They did make some concessions which will save a bit of money and time, but overall I would be in a better position had I went with the flow.

I finally get my plans approved by the city on September 20th (which takes two weeks, and is not done over the counter), and I'm finally ready to start construction. I eagerly call my contractor, leave a message. Call an hour later, leave another message. Repeat for two days. Finally get a hold of him, and he says how busy he is, and how he'll call me right back. That was two weeks ago, and still no word from him. I've learned enough by now that I probably wouldn't be getting a call back from him, so then I called several contractors for bids.

For the last two weeks, I've been dealing with general contractors and subcontractors in their bidding process. Today, I'm waiting on several bids. I should have all of them by the end of this week, or more accurately, the bids I'll be considering will be in by Friday.

So what needs to happen before The Bruery can open? Construction needs to start. If I pick a general contractor this week, there's a chance they could start next week, but more likely it'll be the following week. Construction will take a minimum of four weeks. The Health Department needs to inspect, and will probably have some changes they'd like to see. Add two weeks. The City needs to inspect, and perhaps there's another change that needs to happen. Add another week. During this time after construction, equipment is installed. Most of the equipment installation will be fairly straight forward, except for the kettle burner system. I can't do much with the direct fire burner system until the kettle is in its proper place, so I'm not sure how long that will take. Let's just say my best guess at this time is it'll be another 8-10 weeks before I can brew the first batch, which would bring me into the first week of December. If that comes true, I think a New Year's Day grand opening party is called for. 2008 is my year!

I've learned a lot going through this, and gained some grey hair and a few inches in the waistline as a result. This is a blog about my experience opening a brewery, so I should state what I would have done differently if I had to go through this experience again. If I could go back in time to May 22nd, I would have done the following:

- Hired an electrician to confirm I had three phase power before I signed the lease.
- Hired a plumber to confirm the sewer depth before I signed the lease.
- Hired an architect to draw up the plans
- Received multiple bids from contractors
- Submitted my plans to the Health Department ASAP even if the plans were not as complete as they should be
- Make the changes the Health Department required without debate
- Overestimate how long things actually take
- Remember that each day I am not open costs $134 in rent ($5.58 an hour!), and much more in lost opportunity. Hiring out is often the less expensive option when you don't have the experience or time to complete that task
- Give a moment to celebrate each achievement, and then move on to the next item on the list
- Don't blame myself or others when it isn't productive

This list could go on, and I'll probably add to it when I learn of other things I should have done and should be doing. I hope this is useful to those of you who share the same dream of opening and running a brewery. It's therapeutic for me to write this and get a better sense for myself of why it is October 3rd and I haven't started construction yet. As for other advice I need to give myself, do as much as you can every day, and remember that everything has a lead time, no matter how small the task seems to be. When the opening of a business is dependent on many things outside of your control, and those with control don't have an incentive to be expedient, don't estimate on how long they will take, and more importantly don't take guesses on when the business will be open. Don't be hard on yourself when your guesses don't come true-- you're doing the best you can.

Thanks for reading this blog and for supporting my dream of running a brewery.


David said...


I'm posting this here because I couldn't find an email address for you.

I know it's a little late in the game, but I work for a city in the Inland Empire. I have access to code enforcement people, engineers, building inspectors, etc. If you have any questions about anything that comes up, let me know and I'll ask around. Granted, some codes and what not change from city to city, but I might be able to give you some kind of heads up as to what to expect. Feel free to email me about anything, and I'll do my best to get an answer for you.

Much luck,

Ed H. said...


Great post...thanks for sharing your thoughts and experiences in such open & honest communication. We in the biz have you to hold up as a shining example to those who do not think the craft beer community differs from much of the business world.

If it provides any solice, Victor expected to be brewing at the new Taps location in Dos Lagos in the spring of 2007...when I saw him this week he said it now looks more like Thanksgiving. Even the big(ger) guys find opening a new brewery a daunting task.

Fight on my friend...