Chapter 10
Beck
"What do you envision for the building itself?" I asked Rowan.
"It should be a standalone building with large glass windows with views of the mountains and the machinery visible from the front—"
"That's a common design for a brewery. What makes yours distinct?
" I was irritated that Clara was going out with her friends tonight instead of finishing our tour.
I wasn't a patient man, especially when it came to Clara.
I didn't want to wait for niceties. I wanted to take what I wanted.
And right now, I was distracted by my desire for her despite the fact that I was sitting in my friend's restaurant, discussing a potential business deal.
Rowan stood taller behind the bar. "Most breweries are located in cities or towns. Not many are at the base of a mountain with views like we have."
The windows in the bar and restaurant faced the mountains, and the view was incredible. I would come here for that alone. "If I'm going to invest in something, I need it to be different."
Rowan shifted on his feet, looking away. "There is something else I was considering. It's a bit unconventional, and I haven't discussed it with my brothers."
I waved my hand. "I'd like to hear it."
Rowan's gaze flicked to Callum and Malcolm, who were seated next to me, before returning his attention to me. "Have you ever heard of a beer bath?"
I shook my head, intrigued.
He swallowed hard as if he was scared to share this information for fear of being shot down.
But I loved off the wall ideas. This is where successful businesses were created, outside the box.
"A beer bath?" Malcolm asked, his tone incredulous.
Rowan's nervous gaze darted to his. "It's a spa treatment. You soak in a tub of warm water, infused with hops, barley, and seasonal herbs. The practice originated from Eastern Europe and is considered a form of hydrotherapy."
"How do you showcase your brews?" I asked, wanting to know more.
"They can drink beer while they soak in the tub and enjoy the scenery through the floor-to-ceiling windows."
"Do any mountain resorts host this sort of thing?" I asked, needing to know how novel of an idea this was.
His eyes brightened. "I researched that and couldn't find anything.
In fact, most of these are in cities or more populated areas.
The only draw is that you're taking a beer bath, and from the comments online, customers assume it's real beer.
So we'd have to be clear in our marketing that it's a spa treatment, a way to unwind while people sample the brews. "
Callum and Malcolm remained quiet.
"I need to do more research on how popular this is, but I think, if done right, this could be a game changer for the resort.
You'd be offering a spa treatment that combines relaxation with your brews and the views that you're known for.
That draws more people in. It sets your business idea apart from everyone else.
" But Malcolm and Callum's opinion mattered too. "What do you think?"
Malcolm shook his head. "It's a gimmick. We've always been considered a historic inn where families could hike and dine at the restaurant. Who will take us seriously if we're offering beer baths?"
Callum gripped his glass. "Who are we attracting with this offering? Won't it be limited to couples and bachelor or bachelorette parties?"
"That's a great question." Then my gaze moved to Rowan. "You got a demographic in mind?"
He let out a breath, his expression pinched. "I supposed it would have to be adults only. We're serving beer. But I was thinking it could be a date-night option, a night out for anyone really, and a Father's Day or birthday outing."
I had a feeling Rowan was accustomed to being the one who came up with ideas, and he wasn’t used to those ideas being scrutinized by so many different people.
I was hyperaware that there was a family dynamic here, one where Malcolm's opinion was weighed heavily.
Would he be okay with a younger brother adding his flare to the family business, or would he shut it down and want to maintain dominance?
"It's not a good business move to do something so risky. How do we know that people want something like this here?" Malcolm asked.
It was new and fresh and just the thing I could get behind. I could hear the buzz about the beer baths going around that little town. "Don't be so quick to shut it down. It could be what draws tourists from Telluride and the surrounding areas. Even locals will want to check it out."
"But aren't we moving too far away from our family customer base?" Callum asked.
"We could have hot tubs outside with heaters and serve soda.
You intend to brew root beer?" I asked, my brain was churning with ideas.
I could see the brewery now. When a guest pulled up, they'd see the workings of the brewery through the windows, and the beer bath would be in the back with full views of the mountains.
Rowan's eyes reflected excitement again. "I worked on root beer first to see if I could do it."
"I think kids would love that," I said. "And it solves your family issue."
Callum leaned back in his chair; one hand remained on his glass. "You really think this is a viable idea?"
"I wouldn't be talking about it if it wasn't. A brewery isn't a novel idea.
The only difference is the location. But a beer bath?
I bet most people haven't even heard about it before.
They're not common. You'll get locals and tourists.
It will bring more people out to hike, eat at the restaurant, and check out the brewery.
And you don't have to drink beer to partake in it. "
"You know, we always talk about locals hiking here or the guests in the inn enjoying what we have to offer. But we haven't done much to draw in tourists who are staying at Mistletoe Inn or even places closer to Telluride," Callum said thoughtfully.
"You're actually considering this?" Malcolm asked Callum.
"Aren't you? You asked Beck to give us advice, and he thinks it's a novel idea. One that will draw a lot of attention."
Malcolm shook his head in disgust. "After the buzz dies down, the guests will stop coming."
"You don't think it's the perfect date night for a local or even a couple staying at the inn to celebrate their anniversary? It still gives the casual vibe we've always wanted," Callum persisted.
I let the brothers hash it out, knowing Malcolm made the final decisions when it came to the business. His parents trusted him, especially since the restaurant had been a successful addition.
I had a feeling Malcolm tended to shut down new ideas that weren't his.
It was a flaw, though, when it came to business, especially when there were other owners involved.
This was where the family dynamic could screw up a good business idea.
One person took over and turned down any ideas that weren't his.
It became an ego thing instead of a business decision.
This was the reason why I avoided getting involved in situations like this.
Malcolm's elbows rested on the bar, and his shoulders were turned in slightly. "We should do more research. Think about it."
"Who usually makes the decisions about what to add to the business?
Is it your parents? Or does everyone get a say?
" I asked, curious to know if Clara was considered in these decisions.
Did she have an ownership interest in the business, or had she been shut out entirely?
I also wanted to know what I was dealing with.
If Rowan needed everyone to sign off on his idea, it could be an uphill battle.
"I had the idea about the restaurant. I did my research and presented it at a family dinner. A few people were worried about the failure rate of new restaurants. But we went ahead with it,” Malcolm said.
"This is something that Rowan's passionate about." I had a feeling Rowan would want to do this with or without his family. Was Malcolm prepared to push another family member out?
"Not every passion is a good business idea."
Rowan's jaw tightened. "I suppose you're only the one with good business ideas. Why did you ask Beck to consult with us if you weren't going to give me a chance?"
I'd wondered the same thing myself. I needed to see this play out if I wanted to have an idea of how they operated when it came to decision making.
"We need to come up with a system. One that's fair," Callum said reasonably.
"The restaurant was a conventional idea. A beer bath is a novelty, something people might like for a short while, then grow tired of," Malcolm said.
"I'm not so sure about that. I think the novelty will draw immediate buzz, but people will come back because they enjoy the views, the atmosphere, and the experience itself," I said slowly.
"Isn't that what we've always tried to create? An experience?" Callum asked Malcolm, but I could tell that he was done with this conversation.
"You need to consider this idea. It's a good one.
" And might just hinge on me working with them on this project.
But I wasn't prepared to throw out that ultimatum yet.
Working with the Harts meant kissing goodbye to whatever was brewing between Clara and me.
I wasn't ready to close the door on that.
"We should present it to the family. See what everyone thinks," Callum said.
Rowan threw a towel over his shoulder. "We can stick to the original brewery idea. I only mentioned it because Beck asked if there was something that would make it stand out. We don't have to do it."