Page 6 - BusinessWest August 22, 2022

player in the brewing business, and I think it will be a big win,” he went on. “I think they hit a big home run with the Drake — that’s what Amherst sorely needed — and we will be another big piece of the puzzle.”
For this issue, BusinessWest looks at how this new venture came together, and what it means for Amherst — and White Lion.
What’s Brewing?
Berry told BusinessWest that he recently took part in a panel discussion before a convention of craft brewers at the Samuel Adams facility outside Boston.
The subject being addressed by the panel was satellite facilities, and, more specifically, when and under what circumstances they should be considered.
Summing up his remarks, Berry said he told them, “from a business lens, if the situation if right, and you’re not over-leveraging yourself, it could make sense for that brewery’s respective business model.”
That is certainly the case with this new loca- tion in Amherst, he said, adding that it makes sense on a number of levels. “Amherst is a great town. It’s a natural fit for White Lion and its progression.”
So much so that the Amherst Business Improvement District and other stakeholders, diligently trying to replace the lost Amherst Brew- ing operation, initiated talks with Berry back in 2019, by his recollection, about bringing his brand there.
He listened, but back then, he was devoting almost all of his time and energy to opening his brewery and taproom in the former Spaghetti
Freddie’s location in Tower Square, a project that would eventually be slowed — as in slowed — by COVID-19 and its profound impact on construc- tion and the larger renovation efforts at Tower Square.
When that location was well on its way, Berry and Amherst officials essentially picked up where they left off.
“They kept in communication — the conversa- tions would come and go,” said Berry, adding that he eventually went to Amherst to look at some spaces there, including the former High Horse/ Amherst Brewing location, which was attractive, but far more space than he needed. Consumed with opening his Springfield location, he put
the Amherst project, if it could be called that, on pause.
And it stayed there until, by coincidence (again), Camby was back in Amherst for event. While there, he and his business agent were inquiring about the “space across from Antonio’s Pizza” — the Amherst Brewing space.
That conversation started a dialogue between the two about what whether that location was available and what could be done with it, conver- sations that got more serious over time, prompted more visits to Amherst, and eventually spurred consideration of not the Amherst Brewing site (because it wasn’t exactly available at that time) but one just down the street, owned by the same party.
But then, the space under the Drake did become available, and the parties involved made an important pivot — yes, that’s a basketball term — back to 104 North Pleasant St.
With that backstory now complete, Berry and Yates have their focus on the future, one they
believe holds a great deal of promise, because of the community, Amherst, the specific location, and what White Lion can bring to the table.
“From a White Lion lens, this makes total sense, and for a number of reasons,” Berry said. “For starters, the Drake is iconic. What they’re try- ing to do on that second floor is a game changer for the downtown Amherst community. To be below that music venue has a number of benefits, from a business perspective.”
“Amherst is a great town. It’s a natural fit for White Lion and its progression.
“We see the many benefits that come with being in the heart of downtown Springfield, and we see the benefit of the partnership and the work that our own Business Improvement District does day in and day out, which includes special programming with White Lion,” he went on. “And the leadership at the Amherst BID has a similar fabric relative to
their approach with
downtown Amherst;
Continued on page 70
”
“To be on the Main Street corridor in down- town Amherst has a number of benefits from a business lens,” he went on, adding that, while Springfield and Amherst are vastly different in terms of size, he sees many similarities in their downtowns and the work done by the two com- munities’ business improvement districts and efforts to bring more vibrancy to their respective downtowns.
White Lion
Your adventure is Waiting!
The CT Trolley Museum has been in operation for over 82 years and is the oldest incorporated trolley museum in the United States.
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6 AUGUST 22, 2022
FEATURE
BusinessWest