Covid was hard for the little man. They did not have the resources or the established name to make it through this difficult time. It was even harder for those small restaurants and microbreweries that could not compete with the ones that have a corporate office and can continue to pump money into an establishment in order to keep it alive during this period when hanging out at a place like this is not safe and cannot happen. There are many empty buildings that highlight all of the businesses that did not make it through this period, but it is nice to see the smaller businesses that did make it through. These were the places that were meant to be because they had a product that could withstand the tribulations of this trial. One of these places hangs out on the corner of Prince and Littleton is downtown Littleton called Jackass Hill Brewery.
Now before I tell this story, I do think that it is important for me to explain that part of the reason I have come to this place is because my father’s cousin (which I think makes him my first cousin one time removed, but this is where things get confusing so do not hold me to that definition) is part owner of this establishment. I know that makes it sound like I have a say in trying to help him make it successful and I have written about this microbrewery before, but in full disclosure, I have not been able to come back for two years because I have been living abroad. I did not write about it during the time when it needed it most and it could have helped them make it through the pandemic. This is a story about how they survived the pandemic, and why they are still where they are today.
The last time I visited Jackass Hill Brewery was right before I left for Thailand, and they had been open for only a couple of weeks. They already had an established name from the brewer selling his beer out of his house on top of Jackass Hill, a famous stretch of road that connects Prince Street to Mineral Avenue in Littleton, but this was more of a public announcement of the great beer he was making. It isn’t that big of a place, as it has a bar inside with a couple of tables, and it spills out into the parking lot outside where they have a bunch of picnic tables. They don’t bottle their beer, but you can come out and get a growler filled. They also don’t have a real kitchen. When I went there first, they rented out another part of the parking lot to food trucks, but have since bought their own food truck where you can buy ten different items on a very select menu. The focus of the place is and always will be the beer, which, by the way, from the perspective of a long time beer snob is very good. They have a great Last Man Standing IPA, and fulfilling espresso porter.
It was a great model for a business as long as people kept walking through the door. It took a little bit of time for them to create a name for themselves, but they were able to do it in the first six months and were getting ready to become a steady presence in downtown Littleton.
And then Covid hit.
Businesses had to close down to keep people safe. Restaurants were allowed to sell food to go, and for a brief hour early into the pandemic, people made a mad rush to their liquor stores to buy a supply of drinks when the governor declared that liquor was not an essential services. Luckily that did not last long. It might have had something to do with the panic the announcement caused.
This allowed Jackass Hill Brewery to survive. People could run in and get a growler or two of beer. I don’t think they were able to sell the food, and to get by on only beer made things difficult, but they were able to sell enough of it to say that they had survived the pandemic and they are still around today. But it really came down to the customers that kept them around. They made the effort to make sure that the company survived. They could have gone to their local liquor store to buy their beer. There is not shortage of craft beer at the liquor and grocery stores in Colorado, so it meant something more that these people would continue to come to Jackass Hill Brewery to keep that around. It wasn’t just the beer that they loved. It was the atmosphere of the establishment that they wanted to see at the other side of this dark tunnel we have all traveled through. They wanted this small business to survive, and they are the ones that kept it open.
These are the kinds of stories I have been enjoying during my stay in the United States. It is nice to know that the quality small companies out there had a strong enough product that they were able to have those loyal customers come back to keep them around. I am glad that Americans decided to spend their money here instead of the big corporations that would survive no matter what happened. There is a passion in those small business’s product that you will not find in those bigger organizations, and this is what America needs right now, that passion.
You might not live close to Jackass Hill Brewery, but you know organizations like it. So go out and find your Jackass Hill Brewery and give them the business that they need so we can continue to let the heart and soul of America surivive.