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another success story to boost both sales alongside eco-awareness. For everyRobert Bateman wine sold, $1 is donated to the artist’s Get To Know program.“Mr. Bateman often notes that most children today can recognize over 1,000logos but do not know even twelve names of trees, plants and animals,” saysStephen Cipes, proprietor. “This program helps to address the disconnectbetween youth and the natural world through various outreach programs.”On the beer front, the first Celebrity Chef Bryan Voltaggio has just partneredwith a brewery to create a new signature beer, while one star-struck publicanhas caused quite a stir for naming a house brew after Justin Bieber. Until theyoung talent reaches legal drinking age, however, the beer is referenced bythe code J.B.B.The Sports SpinSports alliances are tried and true partnerships, and in outlying communitiesin particular, pub venues for pre and post deliberations become almost asimportant as the games themselves. That’s why many outlets such as Victoria’sLoghouse Pub, initiate their own golf tournaments and fishing derbies, andwhy others get in at ground zero of an up-and-coming sport. In Fort St. John,On the Rocks Pub played a major role in establishing the community’s leaguein one of the fastest growing grass-roots sports in the world: Women’s RollerDerby. “Having a home base has helped the team build quite a following, whichhas been great for business as well as for the players,” notes Peggy Sweeney,the pub’s assistant manager. “Mind you, winning has been a pretty goodcontributing factor, too!”"... pub venues for pre and postdeliberations become almost asimportant as the games themselves."Taking a different spin on sports sponsorships, Big Ridge Pub in Surrey offersa business builder and pay-back program. “Teams save their receipts for everypurchase made at the pub throughout the year. At year end, they receive adonation of 10% of the total spent, so there’s a real incentive for hanging outhere,” explains Sheila Collins, manager. As a member of the Mark James Group,Big Ridge is also involved in the Growing Chef’s Program, an initiative thatsponsors chefs to visit elementary schools and teach kids how to grow andcook their own food. In June, for every Tokyo Rice Bowl sold, Big Ridge donated$1 to this increasingly popular program.At Victoria’s Monkey Tree Pub, sport is matched to specific brews. With everypint of Lighthouse Light Ale purchased comes the opportunity to win a twonightstay and whale-watching trip in Tofino; while golfers might prefer StanleyPark Amber Ale, which enters them for a draw to stay at Crown Isle and enjoyfour rounds of golf.Island IdeasPubs in out-of-the-way locations need to be particularly creative. On Salt SpringIsland, The Local has a BYOF (Bring Your Own Food) policy that makes up for itslack of kitchen facilities and appeals to the casual, laid-back island psyche. Forthose who can’t be bothered with food preparation, The Local has a cateringpartnership with Bruce’s Kitchen, another island destination with an offbeattake on traditional service, in that patrons sit around one central kitchen tablein the middle of a swirl of cooking-from-scratch activity.18 The <strong>Publican</strong>
Located on the more remote QuadraIsland where the opportunity for jointventures is limited, the Heriot Bay Innlooks to its customers to create businessbuilding,promotional partnerships. Forexample, its self-proclaimed Universityof Quadra comprises weekly Wednesdaynight get-togethers featuring islanderssharing ideas, innovation, and knowledge.There’s even a graduation celebration. Thepub also hosts monthly zodiac partieswhere all Taureans, Leos, or whatever themonth dictates, receive birthday cake anddoor prizes. At Christmas, the pub stagesan annual “Big Small Office Party” for theisland’s many SBOs and their suppliers.It is constantly working at new specialevents, whether a showcase for aspiringlocal musicians or other talents fromneighbouring islands, or events like its“always sold out” annual fashion showof island designers, locally made hempattire, and more. The result is always avalue-added experience whether as aregular patron or an out-of-town visitor.And these days, that’s the name of thegame.Ideas at Work• The Sharks Club in Vancouver works with a local entertainment company to stage lingerie fashionlunches.• In nearby Yaletown, Bar None frequently teams up with individuals who want to stage small-scalefundraisers. It prints up event tickets at no cost to the organizer who sells and keeps all ticketrevenues, while the pub is assured the partying revenues.• Spirit Ridge contributes a percentage of sales to the preservation of the endangered Western RattleSnake, found only in the Osoyoos desert.• The Amsterdam in Whistler partnered with Granville Island Brewery in promoting the opening ofthe resort’s mountain biking season. For every GI Pale Ale or Honey Lager, drinkers were eligible towin a new top-of-the-line mountain bike.• In Oliver, Burrowing Owl supports a conservation program for its namesake, also an endangeredspecies. Monies are raised through the sales of selected products and asking for donations ratherthan charging for its tasting flights. Last year alone, contributions amounted to more than $70,000.• Spinnakers Brewpub and Sips in Victoria host beer and wine/chocolate and artisan cheese tastingflights; all products are locally crafted and each promotes the other in its outlets.The <strong>Publican</strong>19
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