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<\/a>This emphasis on building something lasting and integral is a key part of Thors\u2019 design philosophy for the show; this isn\u2019t meant to be an afterthought to the summer beer events, but rather an anticipated event in its own right. At the same time, he\u2019s conscious of the season and the host of other demands on people\u2019s time, but he says what he wants is to add a new and exciting option to that list.<\/p>\n
\u201cThe way I envision Christmas is people are busy because they want to go to something, so now I\u2019m just trying to build that option,\u201d says Thors. \u201cWhether it\u2019s a staff party, or a friend\u2019s party, or whatever your options are\u2014going to see The Nutcracker <\/i>at the theatre, anything like that\u2014I just want this to be one of those options.\u201d<\/p>\n
The biggest thing Thors is bringing to the table with his show is something he feels is often desperately missing in local beer events: entertainment.<\/p>\n
\u201cWe\u2019ve all been to the beer fest where all you\u2019re doing is going line to line slamming beers and by the end of the night you\u2019re a hot mess, and you can\u2019t stand up straight, and you wonder what the heck you spent your money on that day,\u201d he says. \u201cWhereas if you go to a pub, you\u2019re there for four hours. How many beers are you going to drink at a pub in four hours? You might drink four or five or six. Well, realistically, that\u2019s the same as having 24 samples over four hours, but what\u2019s going to stop you from slamming them back and just getting in line and getting the next one? You need to have that ancillary stuff that allows you to have fun without needing to be drinking beer all the time.\u201d<\/p>\n
Of course there\u2019s more to it than just adding a band or two to the mix, and, according to Thors, they\u2019ve got every base covered\u2014even some that patrons might not have realized they\u2019d been missing before now.\u00a0<\/span><\/p>\n \u201cWe\u2019re trying to make it into more of an all-around, inclusive event,\u201d he says. \u201cIt\u2019s not so loud that you can\u2019t have a conversation with your friends, but at the same time there\u2019s music in the background, there\u2019s tables to sit at, there\u2019s dance floors. We put it on the breweries to decorate up as a Christmas theme; there\u2019s prizes for guests that dress up in their ugly sweaters and Christmas costumes. We just want it to be a fun place. Vessel Liquor brings a pop-up store so that any of the breweries on the floor that you try, you can take something home with you. It\u2019s an unbelievable setup\u2014if you like a beer, the majority of them you can go purchase right there.\u201d<\/p>\n For Thors, keeping the momentum going is the most important thing now\u2014a task that shouldn\u2019t prove too difficult, as he says this year is already shaping up to be the best one yet.<\/p>\n \u201cIt\u2019s obviously getting to the point where the breweries themselves think it\u2019s a must-attend event from their perspective,\u201d he says. \u201cWe just have to get the fans on the same page, and we\u2019re definitely on track for a sellout this year.\u201d<\/p>\n