WALLA WALLA — Cold, frothy beers and bubbly ciders brought in more than 1,000 enthusiasts to sip and savor Pacific Northwest beverage makers at Downtown Walla Walla Foundation’s BrewFest last weekend.
Kathryn Witherington, executive director of the Downtown Walla Walla Foundation, said that this year a mix of locals and visitors from Central Washington, Spokane and the Tri-Cities made up the majority of event attendance. In comparison to the 2023 BrewFest, she said the number in attendance was about the same.
She said the foundation sold more than $60,000 in tickets. Combined with sponsorships and after event expenses, the organization made about $40,000 to support the mission of the organization.
For Witherington, BrewFest helps to showcase Walla Walla’s downtown area, promoting the historical buildings and the retail shops within, which is a goal of the foundation. She said an important aspect of BrewFest is that it helps encourage local commerce in a different light.
“A lot of people think downtown is only wineries,” she said. “To be able to have an event like BrewFest is so important because it’s not just about the beer, it’s about the downtown retailers, too. By the numbers, we have right around 45 wineries and we have 57 retailers. With this event we are able to spread out through the downtown area and let people really see the breadth of opportunities and diverse shops.”
Additionally, when looking at the ticket sales, Witherington said this year’s event brought out different locals who are not typically at other events hosted by the foundation.
“I think that it is really exciting that we are not seeing the usual suspects at this event because it means that we are reaching the company that isn’t normally downtown,” she said.
Business impact
For downtown retailers, the colder winter months typically go hand in hand with less foot traffic and business sales. Witherington said events such as BrewFest help to bolster the local economy.
“We’re used to busy days in the summertime,” Witherington said. “We know that the first good weekend of the year, the streets are full with people again. With BrewFest, we get to have that in the middle of February. It makes downtown feel vibrant and special.”
For Mike Donnelly, owner of Lost Boardroom, BrewFest brought in customers who were interested in more than just the hoppy beverages that were flowing from Burwood Brewing and New Belgium Brewing’s taps.
Donnelly has participated as a brewery host every year that BrewFest has commenced in February. He said even weeks after the BrewFest, his business feels a residual effect with customers still coming in through the doors.
Donnelly opened Lost Boardroom, an active lifestyle clothing and shoe store that also specializes in longboards and skateboards, in 2005. He said he and other neighboring businesses see a cool down in business sales in January and February.
“After Christmas, January and February are notoriously really quiet,” he said. “BrewFest is like a little booster that helps to carry you through those months before spring hits.”
With plans to host breweries next year, Donnelly said he hopes BrewFest continues to grow and expand, helping downtown Walla Walla businesses thrive.
“A lot of people say they didn’t know that downtown Walla Walla was so cool or that there were businesses like this here,” he said. “The event has been nothing but positive for local retailers.”
