This Public Relations Plan combines the four processes of public relations–research, action plan, communication, and evaluation. As a group we were assigned as a Public Relations staff to prepose a redesigned plan for a Brewery in Downtown Los Gatos.

2.
This PR Plan was developed by:
Brianna
Fischer
Krista
Field
Daniel
Calloway
Jacqueline
Moore
Cierra
LaCasse

3. Table Of Contents
Situation
Analysis
……………………………………………………………………………………………………………..
1
Organization
Analysis
……………………………………………………………………………………………………….
4
SWOT
Analysis
………………………………………………………………………………………………………………….
6
Audience
Analysis
……………………………………………………………………………………………………………..
8
Audience
Profile
……………………………………………………………………………………………………………….
11
Goals,
Objectives
and
Theme
………………………………………………..…………………………..…………….
13
Objective
Analytics
……………………………………………………………………………………………………………
15
Campaign
Calendar
Before
Re-­‐opening
…………………………………………………………………………....
18
Campaign
Calendar
After
Re-­‐opening
………………………………………………………………………………
19
Campaign
Calendar
Write
Up
……………………………………………………………………………………………
20
Strategies
and
Tactics
………………………………………………………………………………………………………..
21
Budget
………………………………………………………………………………………………………………………………
26
Evaluation
…………………………………………………………………………………………………………………………
30
News
Release
……………………………………………………………………………………………….……………………
31

4. 1
Situation Analysis
Current
Business
Situation
There
are
over
20
different
bars
and
restaurants
currently
inhabiting
the
Los
Gatos
area.
Each
one
is
known
for
specialty
plates,
specialty
drinks,
music
or
dancing.
The
atmospheres
at
these
establishments
can
range
anywhere
from
a
dive
bar
to
a
high-­‐end
winery.
Brewery
99
can
be
found
somewhere
in
the
middle.
It
is
not
considered
cheap
enough
to
be
labeled
a
dive
bar,
but
are
not
fancy
enough
to
be
considered
high
end.
It
has
fair
food
and
drink
prices
and
a
fun
atmosphere.
It
serves
bar
style
appetizers
in
addition
to
an
extensive
selection
of
over
100
beers
on
tap.
Its
niche
in
the
marketplace
is
their
full
selection
of
beer,
but
stands
out
because
that
is
not
all
that
it
offers.
Brewery
99
prides
itself
on
having
something
for
everyone.
Business
is
currently
generated
from
most
of
the
same
customers.
Brewery
99
is
home
to
many
locals
who
have
become
regulars
at
the
bar.
Business
is
beginning
to
lack
due
to
the
shortage
of
variety
in
its
customer
base.
The
current
atmosphere
of
the
bar
does
not
give
off
an
inviting
feel.
It
is
far
from
being
a
community-­‐based
bar.
Brewery
99
does
not
have
any
current
relationship
with
any
other
businesses.
Downtown
Area
Business
Profiles
Similar
to
Brewery
99
C.B.
Hannigans,
opened
1982
Bar
Type:
Irish
Pub
Website:
http://cbhannegans.com
Social
Media:
Facebook
-­‐
No;
Instagram
-­‐
No;
Twitter
-­‐
No
Happy
Hour:
3
to
5
PM,
Monday
-­‐
Friday
Details:
Has
a
full
service
restaurant
and
bar.
Can
be
booked
for
private
events.
Serves
over
30
types
of
whiskeys.
Has
a
Happy
Hour
that
serves
$5
appetizers,
but
no
drink
specials.
Black
Watch,
opened
1959
Bar
Type:
Dive
Bar
Website:
none
Social
Media:
Facebook
-­‐
Yes;
Instagram
-­‐
No;
Twitter
-­‐
No
Happy
Hour:
Yes,
not
specified

5. 2
Details:
The
Black
Watch
is
a
traditional
dive
bar,
with
no
online
presence
other
than
a
Yelp
page.
Carry
Nation’s,
opened
1970s
Bar
Type:
Dive
Bar
Website:
none
Social
Media:
Facebook
-­‐
Yes;
Instagram
-­‐
No;
Twitter
-­‐
No
Happy
Hour:
Yes,
not
specified
Details:
Carry
Nation’s
is
another
dive
bar,
with
no
online
presence
other
than
Facebook
and
Yelp
Pages
with
little
information
and
infrequent
postings.
Los
Gatos
Bar
and
Grill,
opened
2010
Bar
Type:
American
Restaurant
and
Bar
Website:
http://losgatosbarandgrill.com
Social
Media:
Facebook
-­‐
Yes;
Instagram
-­‐
Yes;
Twitter
-­‐
Yes
Happy
Hour:
6
to
7:30
PM;
Friday
Details:
Los
Gatos
Bar
and
Grill
is
a
fully
functioning
club
during
the
day
and
a
nightclub
in
the
evening.
It
has
a
happy
hour
which
offer
$2
off
all
beer,
wine,
and
spirits.
Also
has
a
special
happy
hour
appetizer
menu.
Los
Gatos
Bar
and
Grill
can
also
be
hired
out
for
events.
It
is
also
active
on
Instagram
and
Facebook.
The
bar
has
a
twitter
but
is
not
active
on
the
site.
Charley’s
LG,
opened
1972
Bar
Type:
Nightclub
Website:
http://charleyslg.com
Social
Media:
Facebook
-­‐
Yes;
Instagram
-­‐
Yes;
Twitter
-­‐
No
Happy
Hour:
Yes,
not
specified
Details:
Charley’s
LG
is
a
nightclub
that
specializes
in
EDM
music
and
bottle
service.
It
can
be
rented
out
for
private
events.
The
club
is
active
on
social
media,
but
only
one
Instagram
and
Facebook.
Jack
Rose
Libation
House,
opened
2013
Bar
Type:
American
Bar
Website:
http://www.jackrosebar.com

6. 3
Social
Media:
Facebook
-­‐
Yes;
Instagram
-­‐
Yes;
Twitter
-­‐
YES
Happy
Hour:
4
to
6
PM;
Monday
-­‐
Friday
Details:
Jack
Rose
Libation
House
is
a
bar
that
tells
a
story
of
American
writers
and
their
love
affair
with
drinking.
The
bar
has
a
modern,
yet
rustic
feel.
It
can
be
rented
out
for
private
events.
It
also
has
a
happy
hour
though
the
contents
are
not
specified
online.
Jack
Rose
is
active
on
all
three
major
social
media
platforms
and
post
a
few
times
each
week.

7. 4
Organizational Analysis
Competitors
Other
bars
and
breweries
around
the
area
are
established
and
have
a
relatively
solid
customer
base.
Some
offer
good
products
at
decent
prices
and
serve
as
real
competition.
A
lot
of
these
places
have
a
particular
niche.
For
example,
Los
Gatos
Bar
and
Grill
is
an
incredibly
popular
restaurant
during
the
day
that
transforms
into
a
nightclub
after
dark.
They
reach
a
wide
variety
of
people
due
to
the
different
services
and
experiences
that
it
offers.
It
is
known
for
multiple
things
where
as
a
bar
like
Carry
Nations
is
more
known
for
just
being
a
bar.
Brewery
99
is
somewhere
in
between
the
full
experience
and
lack
of
an
experience.
While
it
is
predominantly
a
brewery,
is
has
a
fully
functioning
loft
that
can
act
as
a
lounge
after
dark
that
is
not
currently
being
utilized.
Recently,
Double
D’s,
the
premiere
location
to
watch
sports
in
downtown
Los
Gatos
has
closed
due
to
a
fire,
leaving
room
for
Brewery
99
to
fill
that
gap
in
the
market.
How
Customers
See
Brewery
99
In
The
Market
The
current
customer
base,
individuals
mid
40’s
and
50’s,
see
Brewery
99
as
a
bar
to
visit
after
work
to
grab
a
drink
and
wind
down.
It
is
considered
to
be
the
place
to
get
a
good
beer
and
maybe
watch
the
game
with
some
friends,
but
are
not
currently
seen
as
the
cool
place
to
hangout
on
a
Friday
night.
It
is
not
a
dance
club
but
is
known
for
offering
quality
beer,
drinks,
and
food.
However,
even
the
great
products
are
not
bringing
in
the
demographic
that
Brewery
99
is
now
attempting
to
target.
Brewery
99
is
slowly
gaining
a
dive
bar
reputation
without
a
dive
bar
atmosphere.
By
changing
a
few
things
inside
the
brewery,
like
taking
better
advantage
of
the
loft
space
on
the
second
level,
it
can
transform
the
way
younger
individuals
view
the
brewery.
Earned
media
is
the
most
effective
type
of
marketing
because
people
will
visit
places
that
people
they
trust
recommend.
If
the
current
demographic
is
people
in
their
40’s
and
50’s,
younger
individuals
are
not
hearing
from
other
young
individuals
how
great
the
brewery
is.
They
have
a
stigma
against
a
brewery
that
they
have
never
even
stepped
foot
in.
Growth

8. 5
Over
the
past
several
years,
Brewery
99
has
not
been
able
to
expand
its
markets
past
the
regular
individuals
who
come
in.
Its
products,
customers,
and
image
have
been
the
same
since
opening
its
doors.
Brewery
99
has
what
it
takes
to
bring
its
establishment
to
the
next
level
and
to
promote
the
growth
it
needs.
Brewery
99
Team
The
current
staff
of
Brewery
99
is
made
up
of
7
core
people.
The
owner,
Rick
Judd
(52),
his
two
sons,
Nate
(25)
and
Daniel
Judd
(28),
Kyle
Lowe
(23),
Lacey
Stevens
(25),
Lauren
Coluso
(22)
and
Jon
Henley
(29).
Rick
is
the
CEO
who
started
this
company
ten
years
ago.
He
used
to
be
closed
off
to
the
idea
of
changing
the
bar
because
he
and
his
dad
started
the
company
from
the
ground
up
before
his
father
later
died
of
cancer.
His
sons
have
finally
helped
him
realize
that
re-­‐
inventing
the
bar’s
image
is
the
only
way
to
keep
the
bar,
and
his
dad’s
legacy,
alive.
Nate
and
Daniel
Judd
are
the
driving
force
behind
the
reinvention
of
the
brewery.
They
have
both
graduated
with
a
bachelor’s
degree
and
currently
help
run
the
bar.
Kyle,
Lacey,
Lauren
and
Jon
are
all
young
adults
who
know
how
to
gain
a
new
demographic.
They
are
full
of
ideas
and
creativity
and
are
an
excellent
addition
to
the
99
team.
Where
They
Are
and
Where
They
Are
Going
Brewery
99
is
not
currently
the
go
to
spot
for
anything
other
than
a
great
beer.
With
some
minor
changes
and
social
media
exposure,
this
brewery
has
the
potential
to
reinvent
current
image.

9. 6
SWOT Analysis
Strengths
Brewery
99
has
a
highly
sought
out
location
in
Downtown
Los
Gatos.
It
is
the
only
business
in
the
downtown
area
that
caters
directly
to
beer
lovers.
While
it
is
mainly
known
for
beer,
it
also
can
cater
to
non-­‐beer
drinking
patrons
with
a
vast
selection
of
wines,
cocktails,
and
small
plates
menu.
Brewery
99
already
has
a
liquor
license
and
an
established
relationship
with
the
local
regulatory
agency.
Brewery
99
consists
of
a
younger
management
staff
that
will
be
able
to
handle
the
adjustments
to
new
technological
tactics
and
strategies
that
we
plan
to
help
put
in
place.
An
additional
strength
is
the
fact
that
the
Brewery
already
has
an
established
social
media
presence
as
well
a
fully
functioning
website.
Brewery
99
has
been
in
the
same
location
for
over
ten
years,
which
means
that
it
is
already
established.
They
have
a
building
and
a
good
storefront
in
the
heart
of
Los
Gatos,
which
makes
re-­‐branding
an
easier
task.
We
have
something
to
work
with
instead
of
starting
from
scratch.
Weakness
Brewery
99
does
not
have
an
established
audience
which
makes
marketing
much
more
difficult.
Brewery
99
is
also
a
newer
establishment
compared
to
some
downtown
bars,
which
have
been
there
for
over
three
decades
and
have
established
the
businesses
as
part
of
the
Los
Gatos
community.
Downtown
Los
Gatos
is
not
easily
accessible
by
public
transportation,
unlike
areas
such
as
Downtown
Campbell
or
Downtown
San
Jose,
which
can
be
accessed
by
VTA
Light
Rail.
The
area
of
Los
Gatos
is
higher
end
than
other
areas,
which
means
that
the
brewery
would
need
to
charge
more
in
order
to
compete
with
the
surrounding
businesses.
Brewery
99
hasn’t
grown
or
expanded
business
in
its
10
years
of
operation.
Sales
are
currently
static
and
no
new
business
is
coming
in.
The
current
operating
structure
needs
some
updating
inside
and
out
to
attract
a
more
diverse
crowd.

10. 7
Opportunity
Brewery
99
has
the
opportunity
to
grow
its
social
media
presence
and
expand
business.
Downtown
Los
Gatos
does
not
have
an
established
brewery
in
the
immediate
area,
which
means
that
Brewery
99
will
have
the
chance
to
make
itself
an
optimal
location
for
craft
beers
in
the
area
and
use
social
media
to
promote
that
image.
Brewery
99
has
the
opportunity
to
take
advantage
of
its
ability
to
use
technology
to
go
paperless.
The
market
is
moving
toward
a
paperless
age
and
Brewery
99
can
be
one
of
the
first
breweries
to
offer
that
eco-­‐friendly
solution
in
the
immediate
area.
Brewery
99
also
has
the
opportunity
to
expand
their
business.
Currently,
it
is
a
bar
that
serves
great
beer
and
small
plates.
Eventually,
it
can
become
a
great
place
for
beer
lovers,
a
place
for
networking
and
social
opportunities,
a
place
for
company
and
social
events
and
a
go
to
catering
service
for
beer
and
wine.
In
addition
to
expanding
business,
it
also
has
the
opportunity
to
reach
a
diverse
customer
base.
With
different
events,
it
can
generate
an
entirely
new
customer
base
to
add
to
the
one
they
currently
have.
Threats
One
of
the
biggest
threats
to
Brewery
99
is
an
over
saturation
of
restaurants
and
bars
in
the
downtown
area.
There
are
currently
20
restaurant/bar
lounges
located
on
or
just
off
the
main
strip
of
downtown.
In
addition
to
the
immediate
area
being
saturated,
the
surrounding
areas
such
as
Downtown
San
Jose,
Downtown
Campbell
and
Santana
Row
are
not
too
far
away
from
Brewery
99’s
location
in
Los
Gatos.
Each
of
those
locations
has
a
dedicated
brewery
such
as
Santana
Row’s
Yardhouse,
Downtown
San
Jose’s
Original
Gravity,
and
Downtown
Campbell’s
Campbell
Brewery
Company,
that
specialize
in
craft
beers.
Brewery
99
must
set
itself
apart
from
those
other
locations.
Resulting
Strategy
Using
this
SWOT
analysis
as
a
guide,
we
intend
to
take
Brewery
99’s
audience
into
consideration
and
cater
to
those
needs.
We
also
plan
to
implement
changes
that
will
help
set
the
bar
apart
from
all
of
the
other
restaurant/bar
combinations
in
the
surrounding
area.

11. 8
Audience Analysis
Overview
of
Los
Gatos
Los
Gatos
is
a
small
historical
community
in
Santa
Clara
County
that
spans
approximately
14
square
miles
and
has
a
population
of
29,121.
The
average
household
income
in
the
area
is
$212,207,
and
the
median
age
is
43.
Those
who
are
16
and
older
hold
61.5%
of
the
management
and
professional
jobs
in
the
area.
Another
24.2%
work
in
sales
and
office
jobs.
Of
those
living
in
the
area
that
is
25
and
older,
27.6%
have
earned
a
graduate
or
professional
degree.
Another
35%
of
the
population
has
earned
a
bachelor's
degree.
Geographic
Location
We
plan
to
target
an
audience
that
is
in
Los
Gatos
but
also
located
in
the
surrounding
areas
such
as
Campbell,
San
Jose,
Willow
Glen,
and
Saratoga.
Young
Professionals
and
their
disposable
income
will
have
the
ability
to
pay
for
transportation
to
the
bar
while
also
being
able
to
afford
drinks
and
appetizers.
These
areas
are
close
enough
to
the
brewery
and
offer
something
that
these
other
locations
lack,
which
is
a
full
brewery
with
food
and
events.
Young
Professionals
The
audience
we
are
trying
to
target
is
the
young
professional's
ages
25-­‐34.
They
are
young
enough
to
want
to
go
out
but
have
graduated
college,
matured
and
have
more
expendable
income
than
college
students.
With
disposable
income,
they
are
more
likely
to
come
in
and
spend
more
money
on
drinks
and
appetizers
compared
to
college
students
who
might
target
our
happy
hour
for
the
cheap
drinks.
Young
professionals
tend
to
be
more
social
and
are
sometimes
in
search
of
networking
opportunities.
This
means
that
we
can
capitalize
on
that
by
holding
different
events
like
industry
night
or
meet
and
greets.
In
addition
to
events
held
at
the
brewery,
we
can
reach
this
audience
with
our
beer
and
wine
truck.
This
truck
will
be
offered
four
times
a
year
for
companies
to
rent
out.
The
median
income
for
this
group
with
a
bachelor’s
degree
or
higher
is
$52,000.
This
age
group
varies
in
marriage
and
family
status.
Those
who
are
younger
tend
to
be
single
without
children
while
those
who
are
nearing
the
later
years
are
getting
married
or
have
small
children.
They
are
the
group
that
goes
out
after
work
on
Fridays
or
Saturdays
and
occasionally
after
work
during
the
week.

12. 9
Website
Analytics:
Age
Group
Based
on
our
website
analytics
over
the
past
two
months,
we
have
found
that
our
customer
base
is
dominantly
individuals
ranging
from
24-­‐34.
This
is
helpful
because
now
we
can
better
market
to
that
particular
demographic.
Website
Analytics:
Gender
Our
analytics
also
show
us
that
the
demographic
we
are
mainly
reaching
is
males.
This
shows
us
that
we
should
continue
to
market
the
way
we
currently
are,
but
also
focus
on
reaching
our
female
audience
with
different
marketing
strategies.

13. 10
Current
Audience
Our
goal
is
to
keep
our
current
audience,
ages
40-­‐50,
while
also
trying
to
reach
a
new
younger
audience.
To
keep
both
audiences
happy,
we
are
going
to
offer
a
double
happy
hour.
The
first
will
be
held
at
4
pm
for
our
older
audience
while
the
second
will
be
held
between
6
and
8
pm
for
our
younger
audience.
This
happy
hour
will
be
held
three
times
a
week,
Monday,
Wednesday,
and
Friday.

14. 11
Audience Profile
Age:
24
Gender:
Male
Career:
Currently
works
for
an
up
and
coming
startup
with
his
dream
job
as
a
graphic
designer.
He
plans
to
stay
with
the
company
for
as
long
as
he
can.
Education:
Recently
graduated
college
with
a
bachelor’s
degree
in
graphic
design
and
a
minor
in
business
Income:
He
has
been
out
of
school
for
over
a
year,
so
he
has
had
time
to
save,
but
currently
makes
$55,000.
He
is
at
a
selfish
stage
in
his
life
where
he
isn’t
concerned
with
saving
as
much
as
he
is
concerned
with
making
himself
happy
before
he
has
to
settle
down
into
responsibility.
Status:
Currently
single,
but
is
open
to
the
possibility
of
meeting
someone.
Wants
to
get
married
in
the
future,
but
right
now,
he
wants
to
focus
on
his
career
Passion:
He
has
a
passion
for
football,
art
and
beer.
He
loves
his
Sunday
night
football
with
an
ice
cold
beer,
but
also
values
his
Saturday
morning
sketch.
Values:
Although
he
is
now
making
decent
money
and
is
not
on
a
college
lifestyle
budget,
he
values
getting
a
good
deal.
He
wants
to
go
out
and
have
a
good
time,
but
he
does
not
want
to
break
the
bank
to
do
it.
He
values
innovation.
Growing
up
with
technology
has
molded
his
mind
in
finding
stronger,
better
and
faster
ways
to
do
things.
He
values
quality.
He
spent
the
last
five
years
of
his
life
drinking
Keystone
Light
beer
and
now
he
has
the
money
to
pay
for
quality
drinks.
If
he
is
going
to
go
out
and
spend
the
money,
it
has
to
be
worth
his
time.
He
also
values
punctuality.
Time
is
precious
to
a
young
adult
and
he
does
not
want
to
waste
his
time
waiting
in
line.
The
last
thing
that
he
values
is
respect.
Young
adults
are
often
treated
as
less
than
and
the
most
important
thing
to
a
returning
customer
is
to
feel
respected.
Attitude:
He
is
open
to
new
ideas
and
excited
about
the
new
lifestyle
that
he
has
created
for
himself.
Lifestyle:
Currently,
he
lives
in
a
two-­‐bedroom
apartment
in
San
Jose
with
a
roommate.
He
works
a
regular
9-­‐5
job
during
the
week
so
he
values
his
Friday
nights
and
weekends.
In
a
typical
week,
he
goes
out
on
the
town
about
twice.
This
is
usually
his
Friday
and
Saturday
night
bar
crawls.
News:
He
gets
his
news
from
Facebook.
He
does
not
have
a
lot
of
time
to
sit
and
watch
TV,
so
most
of
his
information
needs
to
be
quickly
accessible
and
easy
to
digest.

15. 12
Media
Consumption
Patterns:
He
checks
instagram
and
Twitter
right
when
he
wakes
up
in
the
morning.
Part
of
his
job
as
a
graphic
designer
is
to
stay
inspired
by
new
things
so
he
loves
to
follow
different
art
enthusiasts
on
Instagram.
He
doesn't
have
cable
because
he
would
rather
just
pay
for
Netflix
and
Hulu.
Per
day,
he
spends
about
3
hours
on
his
phone
off
and
on.
He
also
has
a
blog
where
he
shares
ideas
and
thoughts
that
inspire
him
everyday.

16. 13
Goals, Objectives and Theme
Why
Goal:
Brand
Awareness
• Objective
1:
Increase
social
media
o Attract
target
audience
o Social
media
allows
us
to
create
content
that
is
short
and
to
the
point
o Cheap
and
sustainable
marketing
tactic
• Objective
2:
Increase
website
traffic
o Website
houses
important
information
o Increase
awareness
o Build
customer
base
o Establish
credibility
• Objective
3:
Build
up
the
application
(FiveStars)
o Moving
in
a
technological
direction
o Reaching
the
target
audience
o Incentive
for
customers
to
come
back
• Objective
4:
Increase
community
engagement
o Important
for
the
success
of
the
bar
o More
money
in
Brewery
99’s
pocket
GOAL
1:
Increase
Brand
Awareness
OBJECTIVE
1:
Increase
social
media
following
by
20%
within
the
first
six
months
OBJECTIVE
2:
Increase
website
traffic
to
the
website
by
30%
OBJECTIVE
3:
Gain
300
new
FiveStar
users
within
the
first
three
months
of
its
launch
OBJECTIVE
4:
Increase
community
engagement
by
30%
within
6
months
of
re-­‐opening

17. 14
Theme
To
create
a
successful
Brewery,
it
is
important
to
have
a
key
message
and
theme
that
ties
in
all
parts
of
objectives
and
goals
properly.
At
Brewery
99,
the
overall
theme
is
"community."
We
wanted
to
create
a
sense
of
community
where
young
adults
can
relax
and
feel
like
they
are
in
an
environment
that
has
a
casual
atmosphere.
The
overall
message
for
Brewery
99
is
"come
on
down
and
pass
one
around."
As
well
as
this
being
the
overall
message,
this
represents
the
brand
narrative.
The
brewery
believes
in
creating
a
sense
of
community
and
it
is
important
to
initiate
an
inviting
presence
for
guests
and
to
be
friendly
with
one
another.
Without
neighborhood
support,
it
's
hard
for
customers
to
believe
that
the
brewery
is
a
friendly
community.
With
the
help
of
earned
media
or
word-­‐of-­‐mouth
reputation,
we
hope
that
the
theme
and
message
to
Brewery
99
will
be
a
positive
reputation
to
those
who
choose
to
visit.
Lastly,
we
created
a
CAD
drawing
to
show
the
aesthetic
to
the
brewery
and
the
improvements
we
intend
to
make.
It
is
important
for
the
brewery’s
reputation
to
bring
a
familiar
feeling
with
wooden
chairs,
tables,
board
games,
small
snacks
like
pretzels,
small
plates
and
warm
lighting
inside
and
outside
the
brewery
to
make
the
theme
and
message
more
tangible
to
customers.
Currently
Brewery
99
looks
a
little
worn
down,
it
has
not
been
updated
since
its
original
opening
ten
years
ago.
Simple
updates
such
as
a
new
sign,
fresh
coat
of
paint,
cleaning
of
the
bricks
outside,
and
adding
some
plants
to
the
front
would
help
keep
up
with
modern
times
and
bring
in
new
customers.
These
small
updates
will
give
the
brewery
a
new
and
updated
feel
that
will
seem
more
inviting
and
provide
curb
appeal
for
potential
new
customers.

19. 15
Objective Analytics
OBJECTIVE:
Increase
social
media
following
by
20%
within
six
months
of
re-­‐launch
To
the
left
is
the
current
social
media
analytics
on
twitter
for
the
month
of
October.
The
platform
currently
has
11
followers
with
only
55
tweets.
The
objective
is
to
increase
those
followers
by
at
least
20
%
in
the
first
six
months.
How
Will
The
Growth
Be
Measured?
We
will
gauge
the
progress
of
this
objective
by
frequently
checking
these
analytics
for
growth
in
followers
and
profile
visits.
OBJECTIVE:
Increase
website
traffic
by
30%
within
the
first
six
months
of
re-­‐launch

20. 16
Pictured
above
is
where
we
currently
stand
with
website
traffic.
The
low
points
on
that
graph
are
Monday’s
and
Tuesday’s,
which
means
there
is
less
activity
than
the
high
points,
which
are
Friday’s
and
Saturday’s.
Sessions
are
defined
as
a
group
of
interactions
that
take
place
on
our
website
within
a
given
time
frame.
For
example,
a
single
session
can
contain
multiple
screen
or
page
views,
events
or
social
interactions.
Users
can
be
defined
as
the
number
of
people
who
have
visited
a
page
on
the
site.
Page
views
can
be
defined
as
the
number
of
times
any
given
page
on
the
website
has
been
viewed.
Pages
per
session
means
the
number
of
pages
viewed
a
single
interaction.
Average
session
duration
is
the
average
time
a
user
spends
on
the
website.
Bounce
rate
can
be
defined
as
the
percentage
of
single
page
visits
(or
web
sessions).
It
is
the
number
of
visits
in
which
a
person
leaves
the
website
from
the
landing
page
without
browsing
any
further.
While
this
may
sound
like
a
bad
thing,
most
of

21. 17
the
information
a
person
needs
can
be
found
on
our
home
page
anyway.
New
sessions
mean
that
61%
of
our
wbsite
visitors
are
visiting
for
the
first
time.
Brewery
99’s
website
currently
has
a
record
of
over
10,142
users,
which
means
that
since
their
website
has
been
live,
that
is
the
number
of
people
who
have
found
and
interacted
with
their
website.
Our
second
objective
is
to
increase
that
number
by
30%.
How
Will
The
Growth
Be
Measured?
Growth
will
be
measured
by
frequently
checking
these
analytics
to
see
growth
in
sessions,
users
and
pageviews.
OBJECTIVE:
Gain
300
new
five
stars
users
within
the
first
three
months
of
its
launch
Brewery
99
currently
has
zero
followers
on
FiveStar
because
the
app
has
not
been
launched
yet.
How
Will
The
Growth
Be
Measured?
FiveStars
has
an
app
where
the
number
of
users
can
be
monitored.
This
number
will
be
tracked
and
recorded
to
showcase
its
worth
as
an
investment.
OBJECTIVE:
Increase
community
engagement
by
30%
within
6
months
of
re-­‐opening
Currently,
Brewery
99
is
lacking
in
community
engagement.
People
are
not
coming
into
the
bar
as
frequently
as
they
should
be.
How
Will
The
Growth
Be
Measured?
The
bouncers
at
the
front
of
the
bar
who
check
ID’s
prior
to
the
entry
of
Brewery
99
will
also
have
a
hand
counter
to
track
the
number
of
people
coming
in
per
night.
This
will
also
be
gauged
by
the
number
of
people
who
attend
Brewery
99
events.

22. 18

23. 18
Marketing Calendar Timeline (Before Re-Opening)

24. 19
Marketing Calendar Timeline (After Re-Opening)
Month
Food
Truck
Events
Brewery
99
Sponsored
Events
Holiday/
Company
Parties
Twitter
Posts/
Promotions
Instagram
Posts/
Promotions
January
-­‐
-­‐
-­‐
01/13/17
01/04/17
February
-­‐
02/05/17
-­‐
02/01/17
02/01/17
March
03/16/17
-­‐
03/17/16
03/09/17
03/01/17
April
-­‐
-­‐
-­‐
04/13/17
04/01/17
May
-­‐
-­‐
-­‐
05/11/17
05/02/17
June
06/22/17
06/18/17
-­‐
06/08/17
06/01/17
July
-­‐
-­‐
-­‐
07/13/17
07/01/17
August
-­‐
08/24/17
-­‐
08/10/17
08/01/17
September
09/21/17
-­‐
-­‐
09/14/17
09/01/17
October
-­‐
10/31/17
-­‐
10/12/17
10/03/17
November
-­‐
-­‐
-­‐
11/09/17
11/01/17
December
12/14/17
12/20/17
12/07/16
12/14/17
12/01/17
*These
dates
are
open
for
companies
to
book
the
truck
or
reserved
for
Brewery
99's
involvement
in
local
events
02/05/2017
:
Brewery
99
Grand
Re-­‐Opening
Event
06/18/2017
:
Father's
Day
Event
08/24/2017
:
Event
Theme
To
Be
Determined
10/31/2017
:
Halloween
Event
12/20/2017
:
Christmas
Event
*These
dates
are
open
for
companies
to
book
the
loft

25. 20
Campaign Calendar
First
Three
Months
(October-­‐December)
While
aesthetics
are
important,
our
first
goal
is
to
hire
the
necessary
people
for
sprucing
up
the
front
and
inside
of
the
brewery.
We
plan
to
remodel
the
bathrooms
with
new
toilets
and
a
fresh
coat
of
paint.
The
outside
of
the
brewery
is
home
to
the
iconic
barrels
on
the
top
of
the
sign,
however,
we
plan
on
replacing
the
sign
with
a
new
and
improved
version.
Our
next
goal
within
this
three-­‐month
time
span
is
to
get
our
social
media
presence
up
to
speed
to
attract
customers.
When
all
of
those
tasks
have
started
to
run
smoothly,
we
will
go
out
and
purchase
the
wine
and
beer
truck,
which
will
be
used
for
our
catered
events.
After
the
truck
has
been
purchased,
we
will
work
on
getting
the
necessary
licenses
that
go
along
with
it.
The
last
goal
we
have
within
this
time
period
is
going
to
be
getting
our
app
up
and
running
to
promote
on
social
media.
Next
Three
Months
(January-­‐March)
By
this
point,
the
brewery
should
be
completely
done
being
remodeled,
our
social
media
presence
should
be
up
in
full
swing
and
the
wine
and
beer
truck
and
license
should
be
purchased
and
ready
to
go.
Because
social
media
is
running
smoothly,
this
is
the
point
in
which
we
will
need
to
hire
and
train
a
dedicated
social
media
person
to
take
over
the
platforms.
March
is
the
month
of
our
first
beer
and
wine-­‐catering
event.
We
will
have
to
promote
this
to
local
business
during
January
and
February
to
attract
interest.
We
plan
to
promote
our
catering
events
by
taking
the
truck
to
local
events
such
as
the
Wine
Walk
in
Willow
Glen
or
Boogie
on
the
Bayou
in
Campbell.
This
will
help
increase
brand
awareness.
February
is
the
grand
re-­‐opening
of
Brewery
99
and
we
have
decided
to
hire
an
event
coordinator
at
the
beginning
of
January
to
help
plan
the
event.
The
coordinator
will
be
responsible
for
decorations,
VIP
guest
lists
and
ensuring
that
event
runs
smoothly.
Following
Months
(April-­‐December)
By
April,
we
have
opened
the
doors
to
Brewery
99
and
everything
should
be
running
smoothly.
By
this
time,
social
media
should
be
flourishing
and
should
just
need
maintenance
from
our
dedicated
social
media
person.
Brewery
99
hosted
events
will
be
maintained
and
planned
by
the
contracted
event
coordinator.
In
the
following
months,
maintenance
is
key.

26. 21

27. 21
Strategies and Tactics
Looking
back
at
our
goals
and
objectives,
our
company
has
developed
a
detailed
list
of
strategies
and
tactics
that
will
help
us
achieve
the
objectives
that
we
had
previously
set.
Our
main
purpose
is
to
build
a
community
where
people
want
to
come
down
and
pass
one
around
and
all
of
our
goals,
objectives
and
strategies
are
geared
toward
making
that
happen.
Strategy
1:
Increase
Social
Media
Presence
We
want
to
increase
social
media
presence
across
all
of
the
already
existing
platforms.
Increasing
social
media
presence
means
getting
Brewery
99’s
name
out
there.
Looking
at
our
audience
profile,
we
can
determine
that
social
media
will
be
the
dominant
way
to
reach
our
target
audience.
Young
adults
consume
media
like
it’s
going
out
of
style
so
Brewery
99
becoming
more
relevant
on
these
sites
will
help
increase
brand
awareness.
The
brewery
website
is
already
created
so
now
we
just
need
to
drive
traffic
to
it.
The
three
top
platforms
are
Twitter,
Facebook,
and
Instagram.
The
strategy
in
doing
this
is
to
start
developing
a
lot
of
good
and
relevant
content.
We
also
plan
on
using
a
program
called
Hootsuite
that
will
help
us
plan
out
and
manage
the
posts.
Knowing
what
hashtags
are
trending
and
incorporating
them
into
the
posts
will
help
increase
Brewery
99’s
followers.
In
addition
to
producing
relevant
content,
we
will
actively
add
groups,
organizations
and
businesses
that
are
relevant
to
Brewery
99.
These
groups
and
organizations
should
share
some
similar
interests
and
encourage
them
to
follow
Brewery
99’s
account.
The
more
followers
we
can
gain
in
the
next
six
to
nine
months
will
help
generate
a
good
customer
base.
In
addition
to
creating
relevant
content
to
the
brand,
we
also
want
to
do
other
things
like
motivation
Mondays
or
Friday
feeling
posts.
Brewery
99
has
a
lot
of
great
content
that
we
can
develop,
but
we
want
to
widen
the
brewery's
horizons
on
social
media
to
reach
even
those
who
are
not
GOAL
1:
Increase
Brand
Awareness
OBJECTIVE
1:
Increase
social
media
following
by
20%
within
the
first
six
months
OBJECTIVE
2:
Increase
website
traffic
to
the
website
by
30%
OBJECTIVE
3:
Gain
300
new
FiveStar
users
within
the
first
three
months
of
its
launch
OBJECTIVE
4:
Increase
community
engagement
by
30%
within
6
months
of
re-­‐opening

28. 22
so
interested
in
the
beer
itself.
Another
content
idea
that
we
had
was
getting
Brewery
99’s
company
culture
out
there.
Sometimes
before
the
brewery
opens,
it
will
have
a
“family
brunch,
”
and
that
is
a
good
way
to
show
company
culture
online.
People
respond
well
to
getting
a
glimpse
into
the
heart
of
a
company,
especially
a
chain
restaurant
or
brewery.
Promotion
of
the
app
on
social
media
will
be
a
driving
factor
in
gaining
new
users
on
the
app.
We
have
already
started
to
implement
these
strategies
on
Twitter
and
below
is
a
summary
of
how
the
month
of
October
has
gone.
Strategy
2:
Twitter
and
Instagram
Promotional
Ads
A
big
part
of
the
brewery’s
marketing
strategy
is
utilizing
Twitter
and
Instagram
promotional
ads.
Below
is
an
example
of
a
promotion
that
we
have
set
in
place
for
the
next
month.
For
seven
dollars
a
day,
every
time
someone
tweets
any
of
the
keywords
(we
have
set
20
of
them)
the
ad
will
automatically
appear
on
their
feed.
These
keywords
include
things
such
as
“bars,”
“party,”
“beer”
etc.
The
radius
for
this
campaign
is
set
at
30
miles
around
Brewery
99’s
location.
Below
you
can
see
the
type
of
reach
this
will
have
on
a
majority
of
Twitter
users
in
the
San
Jose
area.
We
have
the
ability
to
reach
10K
–
27K
daily.
We
have
the
potential
to
get
between
19K
and
28K
impressions
and
between
63
–
95
clicks.
The
goal
here
is
to
increase
awareness
and
drive
traffic
to
the
website.

29. 23
Strategy
3:
Drive
Traffic
to
the
Website
Social
media
will
play
a
major
role
in
driving
traffic
to
the
website.
When
people
see
the
content
on
these
social
platforms,
the
idea
is
that
they
will
click
to
one
of
the
web
pages.
Every
single
piece
of
content
that
we
produce
will
have
something
directing
the
user
to
a
page
on
the
website.
We
will
also
hire
and
work
with
an
SEO
specialist
to
help
Brewery
99
with
search
engine
optimization.
This
will
be
a
one-­‐time
fee
of
$1,000
for
their
services
and
will
work
with
us
to
find
out
what
the
key
words
would
be
that
people
would
use
to
find
establishments
like
Brewery
99.
This
will
help
increase
organic
traffic
to
the
website.
This
means
that
people
would
be
searching
for
general
breweries
or
bars
in
Los
Gatos
and
Brewery
99’s
site
would
come
up
in
the
top
searches
after
the
site
had
been
optimized.
The
last
thing
that
we
plan
to
implement
is
pay-­‐per-­‐click
campaigns
using
Google
ad
words.
These
ads
allow
us
to
first
pick
key
words
that
are
relevant
to
Brewery
99’s
business.
The
next
step
is
to
choose
the
target
audience
that
we
want
to
reach.
The
last
step
is
creating
the
actual
advertisement
and
creating
a
budget
for
the
campaign.
The
budget
allows
us
to
set
a
daily
and
monthly
limit,
which
is
based
on
the
number
of
clicks
on
the
advertisement.
Strategy
4:
Widen,
the
Demographic
of
the
Customers
The
brewery
currently
caters
to
an
older
demographic,
meaning
adults
in
their
mid
40’s
and
50’s.
The
strategy
is
to
widen
that
demographic
to
reach
adults
in
their
mid
20’s
and
30’s.
Social
media
will
play
a
big
role
in
reaching
that
demographic.
As
we
have
seen
in
the
social
media
analytics,
the
most
relevant
posts
that
get
published
on
all
of
the
brewery’s
social
media
platforms,
Facebook,
Twitter
and

30. 24
Instagram,
the
more
followers
we
can
reach.
In
reaching
for
this
new
demographic,
we
want
to
ensure
that
we
do
not
lose
the
older
demographic.
Helping
to
make
sure
that
everyone
is
satisfied,
we
talked
about
implementing
two
different
happy
hours.
One
can
be
earlier
in
the
day
to
please
the
older
demographic,
and
one
can
be
later
in
the
night
to
please
the
younger
demographic.
To
make
the
brewery
stand
out,
we
want
to
implement
the
100-­‐beer
challenge.
We
will
offer
5
oz
beer
flights
for
customers
to
buy
when
they
come
in.
There
will
be
five
beers
on
each
flight
and
if
you
can
finish
all
100
beers
in
100
days,
then
you
can
get
your
name
on
the
wall.
The
catch
is,
you
can
only
order
two
flights
per
visit.
To
appeal
to
both
demographics,
we
want
to
implement
a
paperless
option.
We
want
to
team
up
with
Apple
pay
and
offer
an
alternative
to
paying
your
tab.
This
way,
if
you
do
not
want
to
risk
losing
your
credit
card
or
you
are
big
on
saving
paper,
that
option
is
on
the
table.
We
will
still
keep
a
traditional
cash
register
for
those
who
prefer
that
method,
but
we
will
start
to
move
forward
with
those
who
prefer
to
use
their
phones
to
pay.
Strategy
5:
Beer
and
Wine
Truck
Another
thing
that
will
set
our
brewery
apart
is
a
new
wine
and
beer
truck.
We
want
to
offer
our
services
to
local
businesses
for
catering
purposes.
Our
food
truck
will
be
a
smaller
version
of
the
actual
brewery
offering
our
most
popular
beers
and
wines.
Stategy
6:
Hosting
Events
The
last
thing
that
we
would
like
to
implement
is
an
events
option.
We
want
to
offer
the
upstairs
loft
for
businesses,
or
individuals,
to
host
their
holiday/work/personal
parties.
This
would
include
full
use
of
the
upstairs
loft
with
a
dedicated
bartender.
Brewery
99
would
be
open
to
working
with
local
catering
companies
to
cater
the
party
for
an
extra
fee.

31. 25
Mock
grand
re-­‐opening
post
for
social
media
is
pictured
below.
This
will
be
promoted
on
our
social
media
platforms
as
well
as
Twitter
and
Instagram
promotional
ads.

32. 26
Budget Breakdown
Title Actual Budget Remaining $
Beer and Wine
Truck
Cost of the Truck $20,000.00 $92,000.00 $72,000.00
Alcohol for the Truck $10,000.00 $72,000.00 $62,000.00
Licensing $1,650.00 $62,000.00 $60,350.00
Extra Bartenders $60,000.00 $60,350.00 $350.00
Building Makeover
New Sign $15,000.00 $25,100.00 $10,100.00
Painting Company $8,000.00 $10,100.00 $2,100.00
Plants for the Front $2,100.00 $2,100.00 -
Events
Catering Company $27,500.00 $40,000.00 $12,500.00

33. 27
Dj's $5,000.00 $12,500.00 $7,500.00
Event Coordinator $5,000.00 $7,500.00 $2,500.00
Security $2,250.00 $2,500.00 $250.00
Social Media
Application (FiveStars) $3,348.00 $50,000.00 $46,652.00
Apple Pay Square Free $46,652.00 $40,652.00
Promotions $200.00 $46,652.00 $46,452.00
Search Engine Optimization $1,000.00 $46,452.00 $45,452.00
Pay-Per-Click Campaigns $1,000.00 $45,452.00 $44,452.00
Dedicated Social Media
Person
$40,000.00 $44,452.00 $4,452.00
TOTAL $172,048.00 $207,100.00 $5,052.00

34. 8
Audience Analysis
Overview
of
Los
Gatos
Los
Gatos
is
a
small
historical
community
in
Santa
Clara
County
that
spans
approximately
14
square
miles
and
has
a
population
of
29,121.
The
average
household
income
in
the
area
is
$212,207,
and
the
median
age
is
43.
Those
who
are
16
and
older
hold
61.5%
of
the
management
and
professional
jobs
in
the
area.
Another
24.2%
work
in
sales
and
office
jobs.
Of
those
living
in
the
area
that
is
25
and
older,
27.6%
have
earned
a
graduate
or
professional
degree.
Another
35%
of
the
population
has
earned
a
bachelor's
degree.
Geographic
Location
We
plan
to
target
an
audience
that
is
in
Los
Gatos
but
also
located
in
the
surrounding
areas
such
as
Campbell,
San
Jose,
Willow
Glen,
and
Saratoga.
Young
Professionals
and
their
disposable
income
will
have
the
ability
to
pay
for
transportation
to
the
bar
while
also
being
able
to
afford
drinks
and
appetizers.
These
areas
are
close
enough
to
the
brewery
and
offer
something
that
these
other
locations
lack,
which
is
a
full
brewery
with
food
and
events.
Young
Professionals
The
audience
we
are
trying
to
target
is
the
young
professional's
ages
25-­‐34.
They
are
young
enough
to
want
to
go
out
but
have
graduated
college,
matured
and
have
more
expendable
income
than
college
students.
With
disposable
income,
they
are
more
likely
to
come
in
and
spend
more
money
on
drinks
and
appetizers
compared
to
college
students
who
might
target
our
happy
hour
for
the
cheap
drinks.
Young
professionals
tend
to
be
more
social
and
are
sometimes
in
search
of
networking
opportunities.
This
means
that
we
can
capitalize
on
that
by
holding
different
events
like
industry
night
or
meet
and
greets.
In
addition
to
events
held
at
the
brewery,
we
can
reach
this
audience
with
our
beer
and
wine
truck.
This
truck
will
be
offered
four
times
a
year
for
companies
to
rent
out.
The
median
income
for
this
group
with
a
bachelor’s
degree
or
higher
is
$52,000.
This
age
group
varies
in
marriage
and
family
status.
Those
who
are
younger
tend
to
be
single
without
children
while
those
who
are
nearing
the
later
years
are
getting
married
or
have
small
children.
They
are
the
group
that
goes
out
after
work
on
Fridays
or
Saturdays
and
occasionally
after
work
during
the
week.

35. 9
Website
Analytics:
Age
Group
Based
on
our
website
analytics
over
the
past
two
months,
we
have
found
that
our
customer
base
is
dominantly
individuals
ranging
from
24-­‐34.
This
is
helpful
because
now
we
can
better
market
to
that
particular
demographic.
Website
Analytics:
Gender
Our
analytics
also
show
us
that
the
demographic
we
are
mainly
reaching
is
males.
This
shows
us
that
we
should
continue
to
market
the
way
we
currently
are,
but
also
focus
on
reaching
our
female
audience
with
different
marketing
strategies.

36. 10
Current
Audience
Our
goal
is
to
keep
our
current
audience,
ages
40-­‐50,
while
also
trying
to
reach
a
new
younger
audience.
To
keep
both
audiences
happy,
we
are
going
to
offer
a
double
happy
hour.
The
first
will
be
held
at
4
pm
for
our
older
audience
while
the
second
will
be
held
between
6
and
8
pm
for
our
younger
audience.
This
happy
hour
will
be
held
three
times
a
week,
Monday,
Wednesday,
and
Friday.

37. 30
Evaluation (How Success Will Be Measured)
OBJECTIVE:
Increase
social
media
following
by
20%
within
six
months
of
re-­‐launch
This
growth
will
be
measured
by
the
analytics
found
on
the
Twitter
platform.
On
page
(
),
you
can
see
the
graph
on
objective
analytics
of
where
Brewery
99
first
started
with
social
media.
The
main
thing
to
look
for
here
is
the
increase
in
followers,
the
increase
in
profile
visits
and
the
increase
in
mentions.
OBJECTIVE:
Increase
website
traffic
by
30%
within
the
first
six
months
of
re-­‐launch
This
growth
will
be
measured
by
the
analytics
found
on
the
website.
On
page
(
),
you
can
see
the
graph
on
objective
analytics
of
where
Brewery
99
first
started
with
website
traffic.
The
main
thing
to
look
for
here
is
an
increase
in
page
views
on
the
website
and
the
amount
of
clicks
received
from
the
pay-­‐per-­‐
clicks
campaigns.
OBJECTIVE:
Gain
300
new
FiveStar
users
within
the
first
three
months
of
its
launch
FiveStars
has
an
app
where
the
number
of
users
can
be
monitored.
This
number
will
be
tracked
and
recorded
to
showcase
its
worth
as
an
investment.
Brewery
99
also
plans
to
extend
a
survey
to
its
most
loyal
customers
who
participate
frequently
in
FiveStars
by
offering
discounted
small
plates
and
drinks.
This
will
help
us
track
how
its
customers
are
enjoying
the
brewery
and
any
changes
that
can
be
made
along
the
way.
OBJECTIVE:
Increase
community
engagement
by
30%
within
6
months
of
re-­‐opening
The
bouncers
at
the
front
of
the
bar
who
check
ID’s
prior
to
the
entry
of
Brewery
99
will
also
have
a
hand
counter
to
track
the
number
of
people
coming
in
per
night.
The
number
of
people
who
attend
Brewery
99
events
can
also
help
gauge
this.

38. 31

39. 31
News
Release
For
Immediate
Release
January
30,
2017
Contact:
Brianna
Fischer
Mobile:
(408)
841-­‐6595
E-­‐mail:
bfischer_48@yahoo.com
Re-­‐opening
of
Brewery
99
Los
Gatos,
CA…
The
grand
re-­‐opening
of
Brewery
99
will
be
held
on
Sunday,
February
5,
2017
from
12
pm
until
2
am.
Brewery
99
is
located
in
the
heart
of
Los
Gatos
with
a
new
and
improved
storefront
showcasing
its
collection
of
over
100
beers
on
tap.
In
addition
to
beer,
they
have
a
variety
of
mixed
drinks,
wine
and
appetizers.
This
event
does
not
require
and
invitation,
but
it
is
encouraged.
Those
who
have
received
an
invitation
by
email
through
our
social
media
platforms
(Facebook
and
Instagram)
will
be
allowed
first
access
into
the
event.
For
the
first
two
hours
of
the
event,
there
will
be
half
off
drinks
and
free
appetizers.
We
will
also
be
offering
free
5-­‐ounce
samplers
of
all
of
our
beer
all
night.
CEO
of
Brewery
99,
Rick
Judd
says,
“This
event
is
a
big
deal
for
our
company.
We
have
reinvented
our
brand
and
are
back
and
better
than
ever.
We
can’t
wait
to
exceed
everyone’s
expectations!”
About
Brewery
99
Brewery
99
is
a
family
owned
brewery
that
has
been
in
Los
Gatos
for
more
than
10
years.
The
owner
and
CEO,
Rick
Judd,
decided
to
reinvent
the
99
brand
and
celebrate
with
a
super
bowl
party
as
the
grand
re-­‐opening
event.
For
more
information
about
Brewery
99,
please
visit
http://www.brewery99.com
###

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