How the Grateful Dead and a hula-hoop dancer helped Roanoke land Deschutes Brewery (All About Beer)

Bend, Oregon’s Deschutes Brewery was searching for site for its East Coast production facility when something unusual happened: News of the search leaked out.

The leak generated an aggressive grassroots campaign in Roanoke to win Deschutes, which was considered more likely to locate a few hours south in Asheville, N.C., the multi-time Beer City U.S.A. A social media campaign was just one element of the Star City’s attempt to woo Deschutes.

For All About Beer, I wrote about the behind-the-scenes operation to win Deschutes, not just with infrastructure and a public push, but with intangibles like an illuminated dancer and the historic concerts of a historic jam band.

Read the story at All About Beer.