Crafting Community in Taprooms: A Dive into Third Spaces
How to build an inclusive space for all
Beer news can be pretty sad these days. But even though things seem dire, I know that there are people in the industry doing cool things that desire recognition. So, I’m introducing a new section of this newsletter called Reasons for Hoptimism! Each week, I’ll feature an endorphin-inducing story from the beer community. But I need your help! Send me your feel good stories at stephaniegrantonline@gmail.com or simply hit reply.
This news is personal. My friend LaTreace Harris is officially a Certified Cicerone! You might know her better by her Instagram handle @thebeerygodmother where every Friday she serves up a range of beer knowledge, like the difference between crowlers and growlers, how to pour from a faucet, and primary vs. secondary fermentation. I have learned so much from her. LaTreace has an incredible talent for breaking down complex information into bite-sized pieces that anyone can understand. I’m so excited about where she will go from here and the positive impact she will have on the industry. Congratulations, LaTreace!
Who should I feature next?
Communities Connect in Third Spaces
I've been thinking a lot about community lately. It started during my preparation to launch my own community in October of last year. As I learn how to build an active and thriving community, I also find myself thinking about taprooms and how those spaces can be prime locations to foster community.
In 1989, urban sociologist Ray Oldenburg coined the term “third place” in his book “The Great Good Place.” A third place is somewhere that’s not work or home where you can go to connect with others who frequent the space. This could be a local coffee shop, barber shop, beauty salon, church, dog park, or a brewery.
One good example of this is shown in the TV show “Cheers.” I watched this show growing up and remembered wanting a place where “everybody knows my name,” and I actually found two places like that in my neighborhood.
Third spaces are fun, comfortable places and are often called the “living room” of society. These spaces give us an opportunity to connect with other people we wouldn’t normally meet at our office or home (unless you have a friend who’s always bringing a random person to your gatherings). It gives us an identity outside of work and home, a sense of belonging, and support from our larger community.
I met two of my close friends at my third place. It’s where I find out what’s happening in my neighborhood, and I get to know the people who live in my area. My third space became the inspiration behind starting this newsletter when the pandemic pushed us back into our houses, I started missing the conversations I had with my friends and neighbors.
As you’re reading this, you’re probably thinking of a few spaces you frequent that fit into this category. And because you’re here, it could very well be a taproom space or other beer business that you frequent.
Last week, I posted about the problematic behavior of breweries who were pushing people who were participating in Dry January to drink. This is especially problematic when those same breweries promote themselves as community spaces. If your taproom is a space for gathering, to foster community, then the best way to do that is to provide programming and services that your community needs or wants.
Project for Public Spaces, an organization dedicated to planning and designing spaces for the people who use them, says “privately-owned third places like neighborhood cafés or pubs are forced to be responsive to the local community; if they aren’t providing programming and services that their neighbors want, they will most likely go out of business.”
Lady Justice Brewing is a good example of a brewery that changed their offerings to support their community during Dry January, which I touched on in my last issue. But this goes beyond Dry January, year round, owners and taproom managers should be thinking of ways to foster community within their space.
While I’ve already covered the basics of third places, let’s take a closer look at Oldenburg’s eight characteristics of third places and how they apply to taprooms:
Neutral Ground. Taprooms check the box of being a space that requires little obligation or entanglement with other guests or staff members. Guests can come and go as they please. There’s no barriers to entry like country clubs or other spaces that require membership so the people who frequent the space are diverse—age, class, race, political or religious affiliation aren’t important.
Leveler. When you walk into a brewery, your rank or status doesn’t matter. There could be an argument about needing to like beer or being at the age of consent to be a requirement to visit a brewery, but those things don’t restrict you from entering a taproom. Though, it is a reason for taprooms to offer options outside of beer since their spaces are open to everyone.
Conversation. A lot of taprooms pride themselves on providing space for conversation. It’s one of the reasons why I enjoy visiting them—there’s usually a guarantee that I don’t have to scream over loud music or a noisy game. Good third spaces invite conversation and because people have different backgrounds and viewpoints, there’s an opportunity to advance your own way of viewing the world instead of staying inside of an echo chamber. NOTE: Of course, breweries will occasionally host events with live music or stream a game, but on a regular basis people should be able to think of your space as a great place to have a conversation that doesn’t involve yelling so someone can hear what you have to say.
Accessible & Accommodating. Your space should be easy for anyone to access, but it should also be comfortable. That applies to the chairs guests sit in and also includes offering reasonably priced food and drinks as well as non-alcoholic drink options.
Regulars. This characteristic gets to the heart and soul of third spaces. Regulars really make a space come alive and encourage new people to return again and again. Part of why I came back to my third space is because of the regulars.
Low Profile. Most taprooms are approachable and don’t have an air of pretension. The interior should be comfortable and inviting. People should feel like they could stay in your space for hours.
Playful Mood. Naturally, taprooms are great places to go if you’re looking for a jovial vibe. The beer definitely helps.
A Home Away from Home. This is less about providing a comfortable space and more about giving guests a sense of belonging and ownership. To do that, they should feel safe, warm, and at ease. Protecting patrons and employees from harassment or insensitive language is a must. Sharing your values and codes of conduct can go a long way in making everyone, especially marginalized communities, feel safe and secure in your space.
Taprooms are great candidates for third spaces, but it takes effort to make them accommodating and welcoming for everyone. Even if you build the perfect space, you still need to invite the community in. In another issue, we’ll dive into ways to do just that.
What’s Good
I’m definitely in my jazz era. My sister introduced me to Yussef Dayes, an English drummer and composer who’s big in South London’s jazz scene. His album “Black Classical Music” is a soulful journey rich with creativity and beauty. It’s a vibe that would pair well with a high-ABV stout or bourbon on the rocks.
Thank you for reading!
Until next time,
Stephanie
About me: I'm Stephanie Grant, a born-and-bred ATLien and the writer behind this newsletter. I’m also a content creator for the food and beverage industry and one of the hosts of the award-winning Good Beer Hunting podcast. In 2023, I launched The Share Community, a digital space for women and non-binary people of color who want to advance their career in the beer industry. You can also find more of my work on YouTube and Instagram.