By Patty Mamula
For the Oregon Beer Growler
Thousands have embarked on a Cosmic journey with a McMenamins passport, which also includes rewards of merchandise, food, drink and fun experiences at all of the chain’s distinct Northwest locations. While some take years to earn their stamps, others raced through the challenge and are ready to complete it again. Either way, the idea has engaged customers in a unique fashion using a method that grew out of the DIY way patrons would use McMenamins brochures to check off locations they’ve visited.
“The idea was to get people to experience McMenamins,” said director of marketing Renee Rank Ignacio. “Along the way, an amazing community has grown out of it.”
There are now both official and unofficial pages on Facebook for the passport, which are the same size and color as the real deal. The number of stories of people forming friendships through the experience grows every year.
“I knew it was going to be a hit. I was surprised by the magnitude of people who embraced it,” said Ignacio.
Ignacio and designer Kevin Still spent years developing the passport. A primary concern was creating something that gave customers and staff the best experience possible. Additionally, the program needed to be manageable during crowded times.
“We had many different visions,” Ignacio said. An early prototype had a separate page for each stamp, which was too cumbersome. Finally, it started clicking. “The goal was to get people out to explore all our places and to enjoy the experience along the way,” said Ignacio. With that in mind, there are several experience pages with stamps for activities like attending a History Pub presentation or playing a round of golf.
The official passport launch date was Oct. 31, 2013 for employees and Nov. 5, 2013 for the public. “We want our employees to learn about all our locations. All our customers want to know about the history of our places and we want our employees to have that information,” said Ignacio.
The initial 10 customers and 10 employees to complete the passports received special prizes. Catherine Buck, who is now the Edgefield sales and events coordinator, was the first employee to finish. “It took some solid planning to make sure I could hit every McMenamins while it was open as fast as possible,” she said.
She started her adventure on a Friday when she got off work and planned to complete it that weekend. But a bad snowstorm on Mount Hood kept her from traveling to Bend. Instead, she headed south on I-5 to hit McMenamins locations in Salem, Corvallis, Eugene and Roseburg. The next Monday, she took I-84 to Highway 97 and made it to Bend’s Old St. Francis School.
“1,600 miles and four solid days later, I had every stamp but one,” she said. At that time, Bagdad Theater was closed for renovation until November. Determined to be the first in line when it opened, she decided to camp out Friday and Saturday before the official opening on Sunday. “I’m a very competitive person,” she said. The prize also proved to be a strong motivator: free admission to all concerts at the Crystal Ballroom and Lola’s Room for a year.
Scott Bassett, from Salem, was the first customer to finish and took his place in line at the Bagdad behind Buck. “It was cold and stormy on Hawthorne. I brought a heater and some propane and Catherine and her mom were kind enough to hold my place in line when I wasn’t there,” he said.
Bassett, a loyal McMenamins fan, learned about the passport and competition for first finishers four days after he retired from a career in state government. “I decided to go for it with encouragement from my wife,” Bassett said.
He headed out in his Prius for a quick tour of the Northwest. Bassett’s longest day started at the White Eagle at 6 a.m. He hit all the Washington locations, then headed to the coast by crossing the congested Lewis and Clark Bridge connecting Longview, Wash. to Highway 30 in Oregon. It was a race against the clock to get to the Pot Bunker Bar on the Gearhart property before driving to the Lighthouse Brewpub in Lincoln City and home to Salem 16 hours later. His prize was a $600 party at the Thompson Brewery & Public House that ended up doubling as a fundraiser for a nonprofit.
Bassett said, “I’ve traveled the kingdom four times and I’ve been lucky enough to go to four of the five Cosmic Tripster parties.”
Buck is thinking of completing another passport with her boyfriend. “But my plan for the next one is to do it slowly and enjoy the experience,” she said.
Since the passports were first “brewed” up, there have been five Cosmic Tripster parties. The first one was in the jail at Edgefield. “It’s the place where we store the artwork for our properties,” said Buck. “They cleaned it up, put the artwork out for display, and had tasting stations and food pairings in various parts of the building. There were about 500 of us at this event.”
The second was a pre-opening of the Anderson School in Bothell, Wash. With about 2,500 attendees. “It was an opportunity for our staff to practice and to get feedback and suggestions from a friendly crowd,” said Ignacio.
Impact on business has been tremendous, however, the program is costly as it includes giveaways. Since 2013, more than 5,000 people have become Cosmic Tripsters and Ignacio estimates about 80,000 passports have been sold.
“Because of its popularity, we’ve had to change our parameters,” she said. Originally she envisioned one party annually, but now plans them on an as-needed basis, trying to manage the attendance so people can still mingle. The limit for completed passports is two a year. And the passports are continually changing. If a new location opens, passport holders must get that stamp and “just-for-fun” stamps are always being added.
“We feel it’s a great value and connection to our customers that’s very special. We have three historians on staff. When we come into a place, we want to connect with the community,” said Ignacio. “And we want people to have fun. Those are the core values of Mike and Brian McMenamin.”
By Anthony St. Clair
For the Oregon Beer Growler
All year we’ve examined the breweries in the Roseburg area. But before these relative newcomers were around, there was the McMenamins Roseburg Station Pub & Brewery, established in April 1999. At the time, Roseburg was home to two other microbreweries: Umpqua Brewing (1991-2001) and Hawks Brewing (1996-2006). McMenamins has hung on — though the Roseburg location hadn’t even been planned.
Before it was a brewery, Roseburg Station served as the Southern Pacific train depot dating all the way back to 1872, linking the then-thriving timber town to the nation’s rail network. A bar seat places you near the site where the depot operator oversaw the telegraph. Trains coming through area carried Civil War Gen. William T. Sherman, frontier scout and performer Buffalo Bill Cody, musician Sammy Davis Jr., and even a dying President Warren G. Harding. During the 1980s the timber industry declined, and the station fell into disuse.
“A friend of my cousin owned the Roseburg train station property. When we heard he wanted to sell it, we all flew down to Roseburg to see it and take a tour,” says McMenamins co-founder Mike McMenamin. “We knew we wanted to buy the building right away. It was love at first sight.”
Renovation preserved the station’s vaulted, 16-foot-high ceilings, tongue-and-groove fir wainscoting and marble molding. Period photos and art provide a visual timeline of Roseburg’s history. Today, head brewer Tom Johnson makes 700 barrels of beer a year — both McMenamins standards and his own creations on a 6-barrel system.
“We had a core crowd from the beginning,” says Johnson, who came to Roseburg Station in 2001. “When Umpqua Brewing closed, a lot of their regulars started coming to our place, but growth was pretty slow for the first five or so years.”
Johnson’s own beer journey began with imported beers at a shop in Eugene in the 1980s, which was followed by his first taste of McMenamins in 1988 and a homebrewing class. His homebrews began performing well in competitions, and he went through the Master Brewers Program at the University of California, Davis. While pursuing various brewer positions around western Oregon, Johnson connected with Steve van Rossem (now brewmaster at Springfield’s Plank Town), who was brewing at now-closed Eugene City Brewery. A couple of days later, van Rossem told Johnson that McMenamins was looking for someone to brew at their new Roseburg location.
“I had been hoping to get involved with a startup or a small brewing operation,” says Johnson. “I wanted a lot of say in recipe development, brewing different things that I wanted to brew.”
Today Johnson enjoys that creative freedom, making beers such as You've Made Me So Very Hoppy (“dedicated to the woman I'm marrying”), a Northwest pale brewed with, aptly enough, Golden Promise malt. Lately he’s been brewing fresh-hop beers, such as Hopqua, which is a nod to the Umpqua River Valley where Roseburg is located. “Most hops come from a couple who lives here in Roseburg and have a sizable hop garden in their backyard,” explains Johnson. “A lot of people help us pick those, get them to the brewery that night and brew a beer the next day.” This year’s Hopqua was brewed with 54 pounds of fresh cones — “The hoppiest beer we’ve made here.”
Local hops star in another new release: Hubbard Creek Red Ale, brewed with Centennials from Melrose Vineyards. Winemaker Cody Parker planted three acres in 2012 to bring more local hops to the area’s growing craft beer scene.
Roseburg Station also supports different community organizations, such as the popular 600-acre animal park Wildlife Safari in nearby Winston. To support this year’s Tiger Oasis fundraising project, which will provide additional living space for the facility’s two Sumatran tigers, Johnson brewed Tiger Tales American Wheat Ale. The beer featured special ingredients like blood orange and a 48-ounce box of Tony the Tiger’s own Kellogg’s Frosted Flakes.
The experimentation and variety reflects the area’s changing palate. The local homebrew club, the Umpqua Valley Brewers Guild, has grown. Seven breweries are now in Roseburg and nearby towns such as Winston and Tenmile. “Brewburg” now has a vibrant Beer Week.
“More craft beer has become available, and more and more people are interested in craft beer and seeking it out,” says Johnson. “They bring their friends along and find out that they like it too. It all helps to promote craft beer and bring interest to other places as well as ours.”
McMenamins Roseburg Station Pub & Brewery
[a] 700 SE Sheridan St., Roseburg
By John Foyston
For the Oregon Beer Growler
Even a cursory survey of why Portland is a great beer city turns up Fred Eckhardt's name — which was actually Otto Frederick Eckhardt, though I never heard anyone call him Otto — early and often. Eckhardt died peacefully of congestive heart failure at his North Portland home August 10, three months after the death of his partner of 60 years, Jimmy Takita. “He wasn't in much pain,” said friend and caregiver Tom Reese. “He just ran out of steam and went to sleep.” Eckhardt was 89, and the beer world he helped build will never be the same without him.
He helped foment the good beer revolution by educating brewers and beer drinkers with his books, columns and monthly tastings. His pioneering "A Treatise on Lager Beers" educated thousands of homebrewers in the late 1960s, and he and homebrew guru Charlie Papazian started America brewing.
His beer columns for The Seattle Times and The Oregonian talked about good beer back when most beer was pale gold, flavorless and brewed in large factories. Of course, as he put it, he was just writing about beer to inspire the fledgling craft brewers of the day to make something he wanted to drink so he would no longer have to write columns about Rainier Ale, aka "Green Death," a nickname partially inspired by color of the can.
He knew all about beer, about beer styles, about brewing techniques, about beer history, but the fact is that Fred Eckhardt was not a beer geek. Beer geeks rarely inspire and Fred did just that: He made Good Beer a club we all wanted to join, and having a pint with Fred was as much fun — and as educational — an afternoon as a person could ever hope to spend.
Tom Dalldorf, publisher of Celebrator Beer News, where Fred wrote a regular column, put it this way: "Fred was the cosmic giggle of beer. Everything was filtered through Smedley, his imaginary alternate persona, who took nothing seriously and suffered no fools gladly. How did a World War II Marine morph into perhaps the earliest craft beer authority with his first publication in the late '60s when craft beer wasn't even a concept?
"He wrote about homebrewing 10 years before it was legal. We traveled together in the early ‘90s to raucous homebrewer events in southern California where I first experienced his amazing speaking style. Sly, witty, off the cuff and just plain hilarious, he left his audience both shaken and stirred. He wrote for Celebrator Beer News for many years to the chagrin of our uncompromising copy editor. 'Dean of American Beer Writers?' she'd scream. Together we'd turn his disparate rants into something resembling English and the beer enthusiasts loved it. He was Fred. And there is a huge hole in the beer cosmos that will never be filled."
Eckhardt was a U.S. Marine in World War II and Korea, a photographer and a swim instructor well before he was a beer guru. His epiphany came with the Cuban Missile Crisis in the early 1960s: If the nukes did hit the fan, as seemed likely at the time, the post-apocalypse world would have little need for either swimming instructors or guys who took portraits of cute babies.
He remembered when he was a Marine, the mess sergeant always had a still going within hours of hitting the beach. "That sergeant was much loved," Eckhardt said, "and I realized people who make booze always are." That's when he set out to teach himself and others how to brew at home and take beer back from the mega breweries that had made it a bland, fizzy commodity.
Check with almost any American craft brewer or homebrewer and you'll likely find a copy of Eckhardt's groundbreaking "A Treatise on Lager Beers" (1969) and his "The Essentials of Beer Style" (1989) on the book shelves — and maybe even a copy of his 1992 book “Sake (U.S.A.)” on the history and technique of sake brewing.
He also wrote hundreds of columns for beer magazines around the world, as well as a newsletter for craft beer fans, "Listen to Your Beer," and for homebrewers, "Talk to Your Beer."
"It's important to remember that Fred was a voice alone in a sea of boring beer," says Alan Sprints of Hair of the Dog. "When breweries were closing or consolidating and beer was becoming more bland, Fred urged people to look for beer with real flavor. He was the spark that helped ignite the craft beer revolution."
"Fred will be missed by both all of us fortunate enough to have known him," said Carl Singmaster of the pioneering Portland bottle shop, Belmont Station, "and by those who never were so lucky, but who benefited from his championing what has come to be called craft beer.”
Karl Ockert was the first brewmaster at BridgePort Brewing and made his first homebrew from a recipe out of Fred's book. “When we were preparing the BridgePort brewery in 1984, Fred came over to check us out,” said Ockert, who's now with Deschutes Brewery. “I was awestruck to meet him. He was so kind and disarming you could not help but embrace him. Once we got the brewery running he came by with an old golf bag carrying his camera gear and in between liberal beer sampling, proceeded to shoot the BridgePort brewhouse in its primitive glory. I remember him wobbling out the door later that afternoon, cautioning Matt Sage and I about the dangers of working in a brewery and over-imbibing on the job. We were in our 20s and indestructible, but I was scared to death he wouldn’t make it home.”
Fred as mentor and inspiration is part of his outsized influence.
"It's such a loss that words seem irrelevant at best," said Mike McMenamin. "Fred was the complete package and a very funny one at that. As beginning brewers, he wanted to know what we were doing and, most importantly, why we were doing it. He was willing to taste whatever we were into, whether it be spirits, wine, beer, et cetera and find something positive to say about it even if there might not have been much to merit it. Fred was a great friend and mentor to us, along with his partner Jim Takita, who together were one of the world's great treasures. Fare thee well!"
Kurt Widmer of Widmer Brothers Brewing credits one of Fred's beer columns in The Oregonian for inspiring him to become a brewer. "Fred was always an enthusiastic member of the brewing community,” Widmer said. "Whenever he wrote for local or national publications, he invariably found positive things to say. I don't recall Fred ever writing an unkind review of any craft brewer, and that was so helpful to us in the earliest days when we were so desperately striving for awareness and credibility among local beer drinkers.
"On a personal note, it was one of Fred's columns in The Oregonian that inspired me to take up home brewing 36 years ago. Fred also continued to be a fan of our Altbier even though it seemed a bit much for local beer drinkers. He was a great guy to have a beer with and I will miss him."
The Widmer brothers repaid the favor: In his wallet, Fred Eckhardt carried the only “free Widmer beer for life” card that ever was or ever will be issued.
In 1997, Alan Sprints began brewing a beer called Fred in honor of his mentor. "Fred has been a big influence on my life, both in the beer world and as an example of how to be a good person," said Sprints. "His outgoing and compassionate personality, his desire to share his knowledge with others has made me a little better person. He inspired me to brew Adam (the first Hair of the Dog beer and based on a historical recipe Eckhardt found) and to create a brewery that is not afraid to be unique and different. I will miss his stories, his ability to wander through related subjects and still come back to the point, but most of all, I'll miss his smile. Cheers to you, Otto."
Sprints brings up a salient point. Fred was a Buddhist at heart, and he lived perhaps the most joyful life of any I've ever been privileged to know. He was happy, exuberant, irreverent, interested in everything, humble and above all, kind; and that's the legacy for us to perpetuate.
"Yesterday's news about Fred's passing brought me much sadness," said Chip Walton who did a fine interview with Fred for Brewing TV, "but also a great night remembering how awesome Fred was and how important he was and still is to the homebrewing/craft brewing world. My heart breaks for you, Fred's family and friends, Portland and all of American craft beer for our collective loss. May we hear Fred's laughter with every beer we enjoy."
Fred the Buddhist would want that; he'd want us to laugh with friends and enjoy the bounties of this beautiful world; and good beer, good friends, good stories, heartfelt laughter and a good long life well lived are chief among those bounties. Which is why Fred Eckhardt will remain an inspiration to all who knew him. Maybe we can even aspire to living in Fred's world, Tom Dalldorf said.
"I've pretty much given up on giving Fred assignments," Dalldorf said several years before Fred's death, "because he writes on whatever interests him and ignores the tedious requests of unenlightened editors. That's why we call his column 'Fred's World.' He's comfortable in it, and you can only hope that someday he invites you in as well. It's a pretty cool place to be."
Stories from the print edition of the Oregon Beer Growler.