AT SHORT’S BREWERY
Short’s Brewery is upping the ante on their annual Elk Rapids fest.
Beyond the popular brewery tours and special beers on tap, Short’s has snagged the indie band Deer Tick to headline their one-day party in the parking lot.
With top-notch music, great food, and of course, Short’s own specialty brews, this fest is one that people will wish were longer – not shorter.
Started in 2010, after Short’s started production in Elk Rapids, the initial idea behind Short’s Fest was to throw a party during Elk Rapids’ Harbor Days celebration that would allow the public to enjoy food, brew, and music, and also let them visit Short’s usually closed-to-the-public production facility, where Short’s conjures up their extensive, unique, and “fearless” lineup of craft beers.
“We get tons of requests for tours, which we normally don’t offer, so it made sense to create Short’s Fest to give the public that opportunity,” said Bridgett Beckwith, Short’s director of marketing.
Beckwith said Short’s wanted to book a band with “coolness and awesomeocity,” a band that was gaining some national accolades but that wasn’t out of their reach.
Deer Tick, the Rhode Island-based band whose latest album, 2013’s “Negativity,” is generating plenty of buzz, has made two appearances on David Letterman’s show, and is slated to play at several national festivals.
“Deer Tick was on our radar because a few of our brewers are huge fans,” Beckwith said “Sometimes things just fall into place. I saw them in Chicago, and I’m really stoked to see how their vibe affects the festival.”
BREWS AND DOGS
In addition to the music, which will also include an opening set from zany dance groove Michigan band Joe Hertler & The Rainbow Seekers, there will be plenty of Short’s famed brews, which will be complemented gastronomically by Short’s own hot dog cart and Terry’s Pretzel Cart, plus fare from the Riverwalk Grill.
“Along with sodas and other refreshments, we will of course have beer,” Beckwith said. “There will be two locations pouring the same lineup of 20 beers, including some ‘special appearance’ brews.”
A couple of Beckwith’s picks that will be available at Short’s Fest are India Spruce Pilsner and Bourbon Barrel Soaked Sustenance Black Beer, which is aged in bourbon barrels.
“It’s a pretty great list,” said Beckwith, who helped harvest the local spruce tips for the pilsner.
For anyone older than 21, this is an inexpensive and fun way to hear some new music and get introduced to the folks at Short’s and their products.
But the fest is also valuable in another way, Beckwith said, because it allows Short’s to give back.
“We plan to continue to show the village of Elk Rapids that we’re a company that cares about our community, the arts, and its future success,” she said. “Plus the music is going to be crazy-good.”
The 2014 Short’s Fest will take place on August 2 from 4pm-10 pm at the Short’s Brewing Co. production facility, 211 Industrial Park Dr., Elk Rapids. Tickets to Short’s Fest are $8 and include access to the event and live music. They can be purchased online at shortsbrewing.com as well as at the door the day of the event. Refreshments purchased separately.