Oregonians love their beer, and visitors flock to Oregon because of the offerings.
The North Coast Alliance, made up of the Cannon Beach Chamber of Commerce, Seaside Visitors Bureau, Seaside Civic and Convention Center and the Astoria-Warrenton Chamber of Commerce, is reviving the beer trail to celebrate that love of craft beer.
The Beer 101 Pint Pass will go on sale in early November at a cost of about $25 and provides a $5 gift card from each of the participating restaurants and brewpubs through the end of February. It will be an online-only purchase, found at beer101pintpass.com.
“It’s a great opportunity for people to come enjoy the culinary arts and beverage Cannon Beach has to offer during the value season,” Cannon Beach Chamber of Commerce Executive Director Court Carrier said.
The pass will benefit the entire North Coast.
Jon Rahl, assistant general manager of the Seaside Visitors Bureau and Convention Center, met Brandon Holmes, co-founder of technology startup Bandwango, during the 2015 Oregon Governor’s Conference on Tourism. The company was about to launch an attractions pass in Salt Lake City that appealed to Rahl, so he began working with them on a pass for the North Coast. When it “hit a snag,” the attractions pass became a craft beer pass.
Two years ago, the North Coast Alliance unveiled Beer 101 focusing on craft breweries, educational events and a contest allowing consumers to assist in the naming of “a one-of-a-kind collaborative beer.”
The Beer 101 Pint Pass will serve as a successor to that promotion.
The alliance hopes to sell at least 500 passes and would see 2,500 as a “tremendous success,” Rahl said. The alliance used grant and room tax money for its $10,000 fall marketing campaign, primarily through TV and digital media, which also includes “behavioral targeting for general awareness of Oregon’s North Coast.”
Rahl said the concept of a food and beverage pass is a “pretty new one,” and sees it as good for both industries. In Cannon Beach, the Cannon Beach Hardware Store & Public House and Seasons Cafe are among participants. The city is also adding two breweries in 2016 planners hope will one day be on the trail. They are Pelican Brewing Co. and the Lumberyard Rotisserie and Grill, which is transforming into Public Coast Brewing Co. this winter.
Pelican CEO Jim Prinzing said they are interested in the idea.
The Rivertide Suites in Seaside is planning to offer the pass as part of a hotel package for guests, “which is exactly the kind of partnership we’d love to see more of,” Rahl said.