IN THE FRONTLINES –
STEAM WHISTLE BREWING
It seems that every time you go to an art festival or special
event, Steam
Whistle Brewing is there serving up its beer. This presence
is part of its grass roots marketing strategy where the
beer company offers arts groups free product in exchange
for sponsorship awareness.
As we’ll see in this conversation with Matt Wyatt,
Promotions Manager at Steam Whistle, the relationship with
Toronto’s arts scene goes a bit deeper for the Brewery
than simple smart marketing.
Question
The arts scene in Toronto has played a huge role in your
marketing plan. What’s the reasoning behind this?
Wyatt
Well, to know about Steam Whistle you have to know about
a brewery that preceded Steam Whistle that was started by
the Heaps family. Frank Heaps in particular. His son Cameron
is the President here at Steam Whistle and a lot of our
core employees, including myself, were all former employees
of Upper Canada Brewing Company. Upper Canada was located
in what is now Liberty Village at the foot of Atlantic Avenue.
It’s a real artsy community there. There’s a
lot of artist lofts, and Artscape
was just right around the corner from there and Liberty
Café…they would show work. Quite a few employees
were artists themselves - art enthusiasts. A gentleman named
Greg Cromwell, who happens to be one of three founding partners
at Steam Whistle, started a real conscious program of supporting
the arts in Toronto.
He was a big aficionado and a real fan of the Toronto -
especially the visual - arts scene. And also Sybil Taylor
who came on as an intern at one point at Upper Canada and
was our first Marketing Director here at Steam Whistle and
is also married to our Vice-President, Greg Taylor. So,
it’s a real family organization with a real history
of a love affair with the arts. And also a smart knowledge
of how important the art community is to Toronto and how
important it is to support it as an individual. And also
for a responsible company to see that the arts are an integral
part of the community in Toronto and a big part of the flavour
of the city, and we’ve got to help support and in
fact be involved.
Question
How do you see the direct positive impact on Steam Whistle
Brewery?
Wyatt
I think a lot of people now - we’re in our fourth
year now of operation - a lot of people in Toronto think
of Steam Whistle as the beer of the arts, because of the
various programs we have here at the Brewery, and that you’ll
find “x” times out of 10, Steam Whistle will
be the beer of choice at most people’s art openings.
And that’s fantastic. Like I said we’ve done
what we can to support the arts, by helping out with art
shows and by helping out with arts festivals and programs,
music, theatre, film and visual arts (my favourite). We’ve
been fairly loyal to the arts community and in return they’ve
been loyal to us and I think that’s a strong community,
a trend-setter community and also a loyal people to us.
And that’s been a benefit.
Question
So you mentioned art gallery openings, that sort of thing,
how else do you help the arts in terms of what you’re
doing? …Selling beer and helping the arts, what else
have you been doing?
Wyatt
How do you link selling beer and helping the arts? (both
laugh) You know, it’s fuel for the creative mind.
I hope that we have developed a product that appeals to
the arts community. The packaging has shown a smart sense
of design. But in terms of genuine support, we have at least
once a month an art show here where we donate the space,
the time, and help promote the art show. Frequently, it’s
you know, younger up-and-coming artists and sometimes we
have established people. And it’s a real treat for
us. It helps liven up the walls of the retail space and
it gives tourists and visitors to the brewery a flavour
of Toronto…. And we also get to keep a piece from
each show. Because we don’t charge any artist fees
or commissions for the show and that’s sort of the
way we receive some kind of compensation and also it’s
a reward for us, to have the work here and also to keep
a piece for our permanent collection.
Question
How do you outreach to the artists?
Wyatt
We have a listing in Visual
Arts Ontario, which is one of the many organizations
that we’re mentors of, and that we get involved with
helping with their receptions and openings and outreach
programs. And also we set up a beer tent and donate proceeds
at the Toronto
Outdoor Art Exhibition every year. So I generally go
around and check out artists and hand out my card and ask
them to please call me and check out the space. And would
they consider doing a show at the brewery? Three or four
shows this year came directly from artists I met at the
Outdoor Art Exhibition. Great shows.
Question
You’re an artist yourself.
Wyatt
Yes I am. I’m a painter. My painting’s around
the corner, on the other side of this door.
Question
I’ll have to have a look at them. I know that you’ve
been involved with ArtsWeek
in the past.
Wyatt
Well, actually last year at ArtsWeek we showcased part
of a collection I was just talking about. Some collection
of work from artists that at that point spanned the last
three and a half years or so. A great collection of work
and my work was in it as well. I’ve shown here a couple
times. I’ve had great success with that as well. And
it was also the launching point where we announced the first
annual Steam Whistle Art Awards. The gala evening happened
on February 13th I believe last year.
Question
So tell me a little bit about that. How did it all begin?
Wyatt
The Steam Whistle Art Award. It started with a couple
of Toronto artists that you may know Jordan
Broadworth who actually spent some time working here
in the brewery on the bottling line back when I used to
work in the bottling line too. We employ a lot of artists,
musicians, and actors part-time, a great group of people
we have here. And Jordan, as well as teaching part-time
at OCAD and doing art installations in Toronto and doing
art delivery in New York all kinds of art related jobs,
he had this idea of an art award in Toronto. The idea was
Steam Whistle would support this one award for an outstanding
artist in Toronto - award them with a cash prize and you
know promote the artist and help publicize the work that
they’ve done. He got involved with Lynn Donahue who
unfortunately passed away last year, who also got aboard
with the project and brought in all her fundraising background
and all her ties to the arts community. And it blossomed
to this 13 award program that ended up becoming a huge success.
What happened to the Toronto Arts Awards - the visual arts
component - was left off and the Toronto Arts Awards had
not happened for a couple of years and she was feeling that
a lot of Toronto artists - what they really need in the
middle of winter- was a good reason to come out and have
a party and celebrate the Toronto visual arts scene. So
she wanted to reclaim the word “Art” to mean
Visual Arts - so “art” with no “s”,
the Art Awards and I think most people still realize that
when they say I’m an artist, most people think of
a painter, sculptor, someone who does ceramic, you know
what are traditionally called the visual arts and I like
that too. She was a real dynamo.
Question
So you have 13 different awards?
Wyatt
That’s what it was last year. This year it could
be different. The Steering Committee is made up of a group
of different volunteers. Bill Kirby from the Centre
for Contemporary Canadian Art (CCCA). Camilla Singh
from Museum
of Canadian Contemporary Art and Lynn Donahue, and Nicole
from Above
Ground Arts Supplies. Several artists and art enthusiasts
volunteers.
Question
And there’s the jury?
Wyatt
Yeah the jury committee came later. Basically open nominations
for artists in Toronto in 12 categories. And then Jordan
[Broadworth] and Bill [Kirby] and a few other people who
became part of the Jury Committee short-listed them - so
it was reasonable for the jury to take a look at the work.
And the jury was made up of several very important players
in the Toronto arts community. It was great. It was a real
privilege for us to have the whole, what seemed like you
know, mostly the whole of the arts community [attend the
award ceremony]. Even though it was only 750 [people], but
such a great cross section within our walls.
Question
When are the next awards?
Wyatt
It will be February again next year. I don’t know
if we set a final date yet. Jordan is actually down and
doing an artist residence down in Brooklyn, New York right
now, so things are a little bit on hold. But, Sybil Taylor,
our former marketing director, is a volunteer for that and
they’ll have had a few formal meetings about setting
date - setting a few critical paths for next year.
Question
So if I were an artist, a visual artist, and I wanted
to be nominated. How do I go about doing that?
Wyatt
It will be an open nomination. Last year the nominations
page, the whole web-based process, was on our website. Go
to the nomination page and there’s a page for each
category. Also, we had a great team of volunteers going
out and setting up actual ballot boxes where you could go
out and nominate.
Question
Where do they put those?
Wyatt
We had setup last time at the Power
Plant gallery. Several galleries on Queen Street. Teen
Angel is a big support of our program. I think we had a
few galleries in Yorkville that stepped down to help out
the grass works project. We had all types of galleries involved.
Spin
Gallery was a big help. Spin was an original member
of the Art Awards Committee. As Lynn said frequently, it’s
not a popularity contest. Everyone is eligible and doesn’t
matter how many nominations they get. Again it’s the
jury’s decision.
Question
So when should people expect that, end of fall or the
summer?
Wyatt
I would say definitely look out during ArtsWeek
again. We will likely have another show during ArtsWeek.
I don’t think we’ll be showcasing our permanent
collection this year. We’re hoping to put together
a collection of work of last year’s winners from the
[Steam Whistle] Art Awards. So hopefully we have something
to pump up the awards a little more. By the end of the program
last year we had a sold out house and great exposure from
the Toronto media, and the Toronto arts community really
coming out and paying attention to and support the project.
But initially it didn’t seem like it would do very
much, since the first year of operation is always a challenge.
This year expect people to be on the lookout for it.
Question
On a slightly different tact, I just want to come back
to this whole idea of local arts and the important role
it plays in the business community. How important do you
think in general the local arts seems to business?
Wyatt
Well, as an artist I think it’s very important.
I think it’s an integral part of culture. Business
is only one aspect of culture. Some business may beg to
differ. I think artists are, as I said earlier, trendsetters
so, you can always look to artists as to what kind of consumer
goods you need to start pushing, marketing, producing for
the community at large. Artists are great consumers as well,
art supplies, entertainment…. Artists can also be
patronized in this community. Art business or business of
the arts is big business, however you may want to see it,
as well, I mean we saw Picasso’s painting auctioned
off for a record amount of money, so that’s big business
right there. I think without art it would be hard to engage
what has value in the business. I think it’s that
important.
Question
You have art on your wall. What kind of impact did that
have on your employees?
Wyatt
It’s great. We get all kinds of criticism and comments.
It brings so much joy to people and so much interest to
people. I think it’s great to expose it to all kinds
of employees, visitors and tourists that come to your building
who wouldn’t normally think of art - to see it, especially
in a brewery, maybe sort of out of context. Maybe it will
open up their eyes that artists can transcend into any space
and can touch them.
Question
The Roundhouse, where you are housed, is such a great
historical building. I was wondering how important that
is in your tie-in to the brewery itself.
Wyatt
Well the name Steam Whistle actually was decided on before
we ever had this space. So it seemed kind of fated when
they managed to get this historical building that was a
repair for steam locomotives. We considered the Roundhouse
to be very very important, to the brand, to the company,
to the people that work here. It’s our home and we
treat it like that and it’s a big part of our success
- a big part of our identity.
Question
You’re going be part of Doors
Open?
Wyatt
Yes, actually, it’s funny you mention that, Doors
Open in 2000 was the first name we opened to the public.
Question
Oh wow, was that your official launch?
Wyatt
Yeah, we decided it was a perfect opportunity for us to
open the doors of the brewery for the first time, to re-open
the doors of the Roundhouse. So it’s great, people
coming here from all over the place. You know we get a lot
of cross-border tourists. People from overseas come and
see us. We get tourists who are into beer, you know beer
collectors and then we get a good amount of art enthusiasts
who learn about us from NOW magazine or check online, see
what the latest art show is.
Question
Any other upcoming events that we can look forward to?
Wyatt
There’s a section on our website.
Question
So if people are interested they go to your website on
the events page to find out?
Wyatt
Yeah
Question
Do you post things that you’re not officially sponsoring?
Wyatt
We basically post events that we’re involved with,
either they’re serving our beer, we sponsor them in
some capacity, or they’re actually here at the brewery.
A large majority of our arts events, from Hot
Docs to the Images
Film Festival to a couple of events at OCAD
[Ontario College of Arts & Design].
Question
You’re doing the North
By North East festival aren’t you?
Wyatt
Yup, the press announcement was Wednesday last week. The
opening party is June 9th. Tomorrow night [May 19], Wegway
is having the opening party for the International Dream
Photography Exhibition by Contact.
We got Blue
Rodeo and Sam Roberts who are performing. Great guys
and they always had great taste in beer. We do a lot with
CanStage,
Tarragon
Theatre, a lot of the small independent theatres that
we help out in ways that we can.
Question
Right, so usually, you are the official beer sponsor?
Wyatt
We love that.
Question
If somebody is having an arts event and they’re
having a party and they need beer, they should just come
to you guys?
Wyatt
Oh definitely. I just wanted to mention that obviously
you guys have a big readership with visual arts. We’re
involved with Riverdale
Art Walk and the Junction
Arts Festival. They’re great events and they need
all the support they can get.
In the Frontlines – If you or your
company work for the advancement of Toronto arts and you
would like to tell us about it, please contact coalition@torontoartscouncil.org
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