Welcome to Brewbound’s inaugural A Round With, a new weekly feature that grabs a round with beer industry leaders to discuss business challenges, wins … and maybe even have a little fun?
Want to be featured? Email news@brewbound.com
Our first guest is Tim Nelson, founder and CEO of Earth Rider Brewing in Superior, Wisconsin, which recently hosted President Joe Biden, Sens. Tina Smith and Amy Klobuchar (both D-MN), Sen. Tammy Baldwin (D-WI), Minnesota Gov. Tim Walz and Wisconsin Gov. Tony Evers. The elected officials gathered at the brewery for a press conference about a $5 billion project to upgrade the John A. Blatnik Bridge, which connects Wisconsin and Minnesota.
What went through your mind when you were first approached about hosting the president?
A somewhat embarrassing thing was that I didn’t trust the call when they said, “Hi Tim. This is … from the White House.” I thought it was a robocall and hung up. I didn’t think any more of it until our events coordinator texted to see if I’d gotten his message and to call him ASAP! It was exciting for us to host a President. I especially didn’t think they would have me personally greet and welcome him, let my family meet him, or invite me to ride in “the Beast” with him from the brewery to the taproom (two blocks).
What kind of preparations did you have to do before the visit?
We needed to rent several tractor-truck trailers to load all of the contents out of the brewery. Most of the cans, kegs, and small equipment were moved out. The Secret Service conducted personnel checks, ran perimeter safety protocols, and blocked windows. The White House staff directed where we should forklift aging barrels and pallets of cans for visual barriers and backdrop.
How does the bridge reconstruction project affect your business?
The Blatnik Bridge connects Duluth and Superior. Earth Rider Brewery is located at the base of the Bridge on the Wisconsin side of the Twin Ports’ harbor. Many of our customers live or work in Duluth and commute over it most days. Staff, residents and visitors would otherwise travel over the Highway 2 Bong Bridge, four miles to the West of the Blatnik.
Which beer(s) did the governors and/or White House staffers sample? Any feedback?
Looking at the check now… It looks like “Tap Shack – Caribbean-style Lager” was the overall favorite. Sen. Amy Klobuchar said she was enjoying it while we spoke, and she was interested in hearing more about the ingredients we use.
Presidential visits aside, what is the biggest challenge your business is facing right now?
We’ve been growing territory in Wisconsin and Minnesota during 2023 and will again in 2024, allowing us to maintain production levels coming out of the pandemic. Our challenge last year was a sales decline at the taproom due to road construction on the north side of the bridge, where the Minnesota Department of Transportation has been replacing a large interchange that connects Interstate 35, Highway 53, and the I-535 Blatnik ‘High’ Bridge. Drivers currently use city of Duluth streets to reach the bridge on-ramp, making it a little less convenient to visit Earth Rider’s Cedar Lounge Taproom and Fest Grounds.
How do you create a successful employee culture?
One thing we do is have weekly department meetings to set goals, create action items and make individual assignments.
We also do fun group activities, like curling and duckpin bowling, that help connect staff personally.
If you could wave a magic wand and fix one troublesome part of your business, what would it be and what would you do?
I’d replace the Blatnik Bridge without the planned five to eight year reconstruction closure period.
How did your beer career start?
Soon after college in 1995, I co-founded and operated a brewpub called Fitger’s Brewhouse Brewery and Grille in Duluth. When we opened, it was one of five or six breweries in Minnesota. MN state law doesn’t allow brewpubs to package beer for wholesale, so we grew by opening restaurants and bars in Duluth. I owned it for 20 years and the brewpub is still operating today.
What’s the best advice you’ve received in your career?
It’s the beer business, have fun.