This may be of interest.
Cheers!
Bob Carter
From the New Ulm Journal
Tuesday, Sept. 14, 2004
Schell's Brewery announces expansion
Rathskeller, deck to be added to visitor center
By FRITZ BUSCH
Journal Staff Writer
NEW ULM -- General Custer was still at West Point Military Academy and
Gettysburg, Pa. was known only as a quiet farm town when August Schell
Brewing Co. began making beer in 1860.
Bursting at the seams and still growing after 144 years at a picturesque
location, in the woods near the Cottonwood River, Schell's announced plans
Monday for a 9,000-square foot visitor center.
The project, when complete, will look like other buildings on the brewery
grounds made of New Ulm brick. Estimated to cost $1.6 to $1.8 million, it
will include an outside deck overlooking the Cottonwood River valley,
rathskeller for visitors on the brewery tour and a 2,000- square foot gift
shop.
A skylighted atrium will offer an open stairway to the new lower level. An
elevator, 44-stall parking lot and future addition to the brewery's formal
gardens are planned.
Construction is expected to begin this fall. Although a completion date
has not been set, it is anticipated by next August, in time for the
brewery's 145th anniversary celebration.
The news was announced at a Monday morning news conference in the brewery
museum.
Schell President Ted Marti held another news conference Monday afternoon
at EXPLORE MINNESOTA, at the state tourism offices in Metro Square.
With brewery administrative offices still in the living room of the
original Schell family home, Marti said he doesn't know how his four
office employees get their work done piled on top of each other.
The company's main office will move across the road to the original
workers' dormitory. The existing gift shop will be converted into
administrative offices, which are expected to include more marketing
people in the near future.
"It's a very exciting day for us. It'll be fun," Marti said.
Schell's sales have been increasing about 10 percent per year lately. With
the recent acquisition of Grain Belt -- which is being marketed in eight
states -- Marti sees an even brighter future.
"We've got a very good problem and a solution," Marti added. "We
won't
just plunk buildings down anywhere."
Project architect Graig Hinrichs said plans include answers for future
production and traffic needs and space for employees and customers that
want to tour the brewery, museum or rathskeller.
The privately-held brewery employs 44. It produces 13 brands of its own
labels in addition to Grain Belt brands and contract brewing.
Bock Fest 2005 will be held Saturday, Feb. 5, 2005 at the brewery. The
annual medallion hunt and music fest draws thousands of people.
Marti admitted holding Bock Fest at the brewery next year will be more
challenging with the construction project under way.
"It'll be a challenge, but Bock Fest goers are a hearty bunch," Marti
said.
He added that the expansion project will help New Ulm and the area
tremendously.
"The beer business is romantic," Marti said. "The site is reminiscent of
an old European brewery. If we build it, people will come."
He is the sixth generation of the second-oldest family owned brewery in
America. The Brewery is the oldest, and has become the largest in
Minnesota.
Rob Brown of Rob Brown Communications of Minneapolis, said Schell's is a
tourism magnate strong enough to get the attention of the Minnesota
Department of Tourism.
August Schell was born in 1828 in Durbach, Germany, in the heart of the
Black Forest. Educated early to become a machinist/engineer, he became
interested in overseas opportunities and left home in 1848.
On Monday mornings long ago, brewery workers walked to work about two
miles on a narrow horse. They'd sleep at the brewery for five nights, then
walk back to town on Friday night.
Nowadays, the former dormitory is used as a brewery gift shop, full of
Schell's and Grain Belt clothing and related gift items.
(Fritz Busch can be reached at fbusch(a)nujournal.com)
Show replies by date