Thursday visitors got their first taste of the Trapp Family Lodge's new beer hall.
"It's exhausting. We're kind off coming to the end of a marathon," said Sam von Trapp, executive vice president.
The new beer hall is the vision of Johannes von Trapp and his son Sam, who realized that the American beer market didn't have many craft lagers. They've been brewing since 2010 and a new hall has been in the works for five years.
"It's really going to create a feeling. When people come in, they're going to want to come back," said Sam von Trapp.
They say the project, which was built using EB-5 money, is a success and marks a new vision for the Lodge's future, one that's banking on beer. The von Trapps say at first, the idea is that the famous hotel will promote their beer. But as they distribute through New England and New York, the goal is to tap into the growing beer tourism market and bring beer lovers pouring into the hotel.
"We anticipate that within about five years the brewery and beer hall together will be about half of the total business that we are doing on this property," said Sam von Trapp.
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