Posted May 29, 2020, 5:37 PM
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Greenwood Brewing struggles to open in pandemic
Rough ride for Greenwood Brewing during the pandemic. Tentatively scheduled to open next month.
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Megan Greenwood, the owner of Greenwood Brewing, compared the past two months of trying to get her fledgling business up and running to strapping herself into the biggest, scariest amusement park ride.
“It’s a total roller coaster – the lowest lows and the highest highs,” she said. “You feel it even more as a small business owner.”
Greenwood originally planned to open her brewery on Roosevelt Row in downtown Phoenix during February, but a last-minute design change moved the opening of Greenwood Brewing to late March. When the coronavirus hit, she actually felt grateful because she hadn’t staffed the taproom yet. Construction was still being allowed so she had a plan where they would finish the building in April and she’d start brewing beer.
In mid-March, Greenwood came in contact with someone who might have been exposed to Covid-19, so she was self-isolating at home when her brewing equipment was installed. Having her own system installed was something she had looked forward to for three years, but she had to watch it happen over FaceTime.
“It was exciting,” she said. “It felt so good, even with what else is happening in the world.”
By the end of March she was still unsure what the future would hold, but decided to take the money she was planning to use for the taproom’s tables and chairs and bought a canning line. Her original plan was to make beer that would be sold in her taproom or at other bars and restaurants. With the future of bars and restaurants on hold, she decided it would be smart to start canning her own beer immediately.
Yet as the shutdown stretched further into April, Greenwood realized she was not going to be brewing beer after all.
The people on the construction side of the project were not comfortable working because of the virus. For six weeks there was no progress made, and Greenwood wasn’t any closer to making any new beer.
“You have to respect that in these times, but we’ve had to shift the schedule again,” Greenwood said in late April. “I want everyone to be safe, but there is a byproduct of closing the company.”
To add insult to injury, Greenwood didn’t sell a single keg of her existing product until the second to last day of the month.
Greenwood had plans and a budget, but the continual delays were making it hard to stay within that budget. With construction not happening, revenue nearly at zero and an end date not really in sight, Greenwood laid off all three of her employees in April.
“No one wants to learn how to lay off staff,” Greenwood said. “I had to learn that [in April].”
This year was suppose to be about growing a team. Instead Greenwood had to let people go for a few weeks until she had a better idea of when she would be making a product again.
Early during Arizona’s stay-at-home order that began in late March, Greenwood said she felt she needed to stay busy to help the company survive. She spent time painting used furniture she bought off Facebook Marketplace for the taproom.
“I’ve been working on this for three years. We have to open. There is no other option,” Greenwood said. “I want to continue to be optimistic. There is no Plan B.”
She kept telling herself she needed to stay positive. Only later was she able to see what she thought was positivity was actually just her distracting herself from the gravity of the coronavirus.
“I refused to believe business was going to be impacted by the pandemic,” Greenwood said. “That was probably my ego.”
Slowly during April, Greenwood said she came to realize small tasks like painting chairs wasn’t going to help get things going any faster. As construction was picking up and statewide restrictions on breweries and bars were still in place, Greenwood decided to refocus some energy on the people she hopes will be drinking her beer soon.
Greenwood, a former engineer who quit her job in 2016 to focus on the brewery full-time, wouldn’t be this close to opening her own restaurant if it wasn’t for the community she already cultivated. During 2018, she raised $68,000 with a Kickstarter campaign to open her own taproom. She used that money to help get better terms on her SBA 7(a) loan.
So many people donated to her taproom project not necessarily because how her beer tasted, but what it represented. Greenwood Brewing is one of the few female-owned breweries in the country, and Greenwood wants to hire as many women as possible to run the brewery with her. Brewing a beer for women by women is her goal.
On May 6, Greenwood rehired her marketing manager. The two of them are working on reengaging her followers and letting them know the taproom could be open as early as June.
Since starting the brewery in 2017, Greenwood has used her website and social media channels to highlight female entrepreneurs that – in Greenwood’s mind – haven’t had their stories told before. She has interviewed female pilots, photographers and other brewers for her “Herstory Spotlight.”
Ideally Greenwood wants these stories to be shared over a pint of her beer, but until that can happen she wants the stories being told online. By refocusing on telling these tales, Greenwood reminded herself about what inspired her to take this risk in the first place.
She is optimistic, but also realistic about opening again. The brewing equipment is set to start running the first week of June. Then Greenwood said she hopes to have people drinking beer in her taproom or purchasing it to go later in the month.
Not only would that give her a sense of accomplishment, but also some revenue to mark down on her balance sheet.
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Source: https://www.bizjournals.com/phoenix/...-pandemic.html
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