It was very important to New Belgium to stick to their core values in everything from design elements, food choices, sustainable measures, and employee training and it will show the minute the first customer walks through the door.
Fort Collins, CO (PRWEB) April 24, 2007
New Belgium Brewing, a leading craft brewer based in Fort Collins, Colorado, is expanding its presence as a Colorado craft brewing ambassador by opening a restaurant/bar in the new Regional Jet Terminal in Concourse B at Denver International Airport.
In conjunction with Concessions International, New Belgium has infused its whimsical style and sustainable philosophies to a restaurant/bar that gives visitors and natives alike a taste of the company's flavorful beers and the Colorado lifestyle.
Opening April 24, the New Belgium Hub celebrates the friendly alchemy of the "Liquid Center," New Belgium's tasting room, where more than 100,000 people are greeted each year, including:
- A kinetic, wind-turbined store front made by local artist Todd Kundla
- Work by Evan Hecox, who did the art for the New Belgium's biking mural in LoDo, including an original mural as well as a linoleum-block print
- Bar stools by Resource Revival created from recycled material
- Beautifully crafted millwork made out of beetle-kill pine
- "Why We Ride" art made from a car hood by Jesse Schier
While Atlanta-based Concessions International, LLC will employ its own staff for the Hub, each employee will spend time in Fort Collins becoming immersed in New Belgium's rich culture, while brewing up a greater knowledge of their beers and sustainable practices.
"It's a great opportunity to connect with the weary traveler passing through who may not have time to tour Colorado in between flights," said Bryan Simpson, media director for New Belgium. "This gives them a taste of Colorado and may pique their interest to come back and enjoy a little more."
"This project was one of the most creative and meaningful endeavors we have worked on with a concept restaurant," said Anthony Joseph, President of Concessions International. "It was very important to New Belgium to stick to their core values in everything from design elements, food choices, sustainable measures, and employee training and it will show the minute the first customer walks through the door."
New Belgium Brewing, makers of Fat Tire Amber Ale and a host of Belgian-inspired beers, began operations in a tiny Fort Collins basement in 1991. New Belgium produces six year-round beers: Fat Tire Amber Ale, Sunshine Wheat, Blue Paddle Pilsener, 1554 Black Ale, Abbey, and Trippel. A special release program allows for creative experimentation resulting in beers like La Folie, a sour brown ale aged up to three years in French Oak; and seasonal releases are introduced throughout the year.
In addition to producing world-class beers, New Belgium strives to be a sustainable business role model. Progressive programs like employee ownership, open book management and a trip to Belgium after five years employment are all part of the corporate culture. New Belgium became the nation's first fully wind-powered brewery back in 1998 making it the largest private consumer of wind power at the time. The company has halved the beer industry average for water consumption can produce 10% of its energy via a methane-fired co-generator completely off the grid.