By utilizing “radical hospitality” you will create a culture that engenders guests to make your taproom a “third place,” which is neither work nor home, but can be used as both. By inviting guests to be part of your brewery’s story, in conjunction with your curated physical space and amenities, you create “regulars” who become your best brewery ambassadors. Radical hospitality costs little to implement and creates a large impact on revenues and guest longevity.
Learning Objectives
- Define radical hospitality and how it expresses your taproom’s culture
- Discuss the hallmarks of a third place and its importance in our screen-driven world
- Identify physical features of a taproom that create radical hospitality for all guests
- Practically implement radical hospitality by your taproom crew and managers
About the Speakers
Michael Marquess, Founder and CEO
Mother Road Brewing Company
An entrepreneur with a broad background in hospitality, brewing, and community service, Michael Marquess co-founded Mother Road Brewing in Flagstaff, Arizona, incorporating his love of beer, history, and the open road into a viable business opportunity.
Michael began his interest in hospitality at age 14 when he took a home economics class in high school. Between his dedicated teacher and love of food and drink, he knew this was his industry. Michael majored in hotel and restaurant management at Northern Arizona University and graduated with a Bachelor of Science. While in school, he managed several independent restaurants and then went into corporate management with Wyndham Hotels.
Mother Road Brewing Company has grown from three employees to a staff of nearly 50 and is now the third-largest brewery in Arizona by volume brewed. Mother Road’s purpose is “to brew distinguished beers and build community one pint at a time.” Michael guides the vision, culture, and strategic planning as well as growing high-level relations and partnerships as his primary tasks.
Dylan Prater, General Manager, Hospitality
Mother Road Brewing Company
Dylan Prater (he/him) began his hospitality career in college as a dishwasher for Moe’s Original BBQ in Tuscaloosa, Alabama. After moving back to his hometown of Chattanooga, Tennessee, he helped the Monen Family Restaurant Group manage restaurants and open new concepts around the Southeast. Since moving to Flagstaff, Arizona, he has been working to expand and improve taproom operations as the general manager of hospitality for Mother Road Brewing Company.
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