Pour Taproom has opened in downtown Santa Cruz, CA, representing its very first location in the western United States. Pour Taproom, an innovative new craft beer tasting concept where modern technology–led by the guidance of staff—connects customers to beer, leased 3,046 square feet on the ground floor of the Cooper House building. Located at the prime corner of Cooper Street and Pacific Avenue, the mixed-use Class A property is owned by San Francisco-based Jay Paul Company. The taproom opened in May. Reuben Helick and Dan Watson with Cushman & Wakefield’s Monterey office represented both tenant and landlord in the transaction.
Pour Taproom’s unique concept allows for no prepaying, as customers simply open a tab and are free to taste the most unique selection in a long series of 70 craft beers, ciders, & wines, from local and regional brews. Customers also pay by the ounce and not the glass. They receive a bracelet equipped with radio-frequency identification (RFID), which interacts with flow meters on tablet-controlled taps—which line the walls— to measure how much beer a customer has poured, down to .10 of an ounce. The tablets also provide descriptions about each offering in the tap. Customers regulate the taps and essentially serve themselves, though are limited to the amount of alcohol they can taste per round. There is also knowledgeable staff, known as tour guides, to greet customers and walk them through the process and talk with them about its selection of taps.
Mr. Helick, a Managing Director with Cushman & Wakefield, said, “We’re thankful to the community leaders and local authorities who worked closely with us throughout the permitting process. This is a fun and innovative new concept which we are delighted to be involved.”
The downtown Santa Cruz taproom will also offer international comfort cuisine presented with hometown service. Headed by a 30-year food industry veteran, the menu options will feature some traditional protein and carb-based items but will also include special gluten-free and vegan items. The downtown location hours are 11:00am to 11:00pm, Monday through Saturday and closed Sundays.
“With its fun-spirited, modern and sophisticated culture, Downtown Santa Cruz was a perfect choice for our new location here on the beautiful California coast,” said Chris Reno, co-owner and operator of Pour Taproom. “Emphasizing local (and regional) brews, we feel this location will offer a unique experience and also be a great ground-zero to spring board local brands.
Pour Taproom has two existing locations, both across the country in in the cities of Greenville, S.C., which just opened in March and is now the largest by-the-ounce taproom in the country, and Ashville, N.C., which opened just over a year and a half ago. The business, which all began as a grass rooted, friends and family enterprise, is also interested in opening additional locations over the hill in the San Francisco Bay Area as well as other parts of the country.
Mr. Reno added, “Cushman & Wakefield did a fantastic job on both sides of the table to make this coastal location a reality for us. The firm is helping us select other potential desirable locations in the Bay Area.
“We believe Pour Taproom will change the way people drink beer and wine, and provide a wide variety of drinking options in a responsible manner.”