Schell's Brewery announces expansion

Rathskeller, deck to be added to visitor center

By FRITZ BUSCH

Journal Staff Writer

NEW ULM -- General Custer was still at West Point Military Academy and Gettysburg, Pa. was known only as a quiet farm town when August Schell Brewing Co. began making beer in 1860.

Bursting at the seams and still growing after 144 years at a picturesque location, in the woods near the Cottonwood River, Schell's announced plans Monday for a 9,000-square foot visitor center.

The project, when complete, will look like other buildings on the brewery grounds made of New Ulm brick. Estimated to cost $1.6 to $1.8 million, it will include an outside deck overlooking the Cottonwood River valley, rathskeller for visitors on the brewery tour and a 2,000- square foot gift shop.

A skylighted atrium will offer an open stairway to the new lower level. An elevator, 44-stall parking lot and future addition to the brewery's formal gardens are planned.

Construction is expected to begin this fall. Although a completion date has not been set, it is anticipated by next August, in time for the brewery's 145th anniversary celebration.

The news was announced at a Monday morning news conference in the brewery museum.

Schell President Ted Marti held another news conference Monday afternoon at EXPLORE MINNESOTA, at the state tourism offices in Metro Square.

With brewery administrative offices still in the living room of the original Schell family home, Marti said he doesn't know how his four office employees get their work done piled on top of each other.

The company's main office will move across the road to the original workers' dormitory. The existing gift shop will be converted into administrative offices, which are expected to include more marketing people in the near future.

"It's a very exciting day for us. It'll be fun," Marti said.

Schell's sales have been increasing about 10 percent per year lately. With the recent acquisition of Grain Belt -- which is being marketed in eight states -- Marti sees an even brighter future.

"We've got a very good problem and a solution," Marti added. "We won't just plunk buildings down anywhere."

Project architect Graig Hinrichs said plans include answers for future production and traffic needs and space for employees and customers that want to tour the brewery, museum or rathskeller.

The privately-held brewery employs 44. It produces 13 brands of its own labels in addition to Grain Belt brands and contract brewing.

Bock Fest 2005 will be held Saturday, Feb. 5, 2005 at the brewery. The annual medallion hunt and music fest draws thousands of people.

Marti admitted holding Bock Fest at the brewery next year will be more challenging with the construction project under way.

"It'll be a challenge, but Bock Fest goers are a hearty bunch," Marti said.

He added that the expansion project will help New Ulm and the area tremendously.

"The beer business is romantic," Marti said. "The site is reminiscent of an old European brewery. If we build it, people will come."

He is the sixth generation of the second-oldest family owned brewery in America. The Brewery is the oldest, and has become the largest in Minnesota.

Rob Brown of Rob Brown Communications of Minneapolis, said Schell's is a tourism magnate strong enough to get the attention of the Minnesota Department of Tourism.

August Schell was born in 1828 in Durbach, Germany, in the heart of the Black Forest. Educated early to become a machinist/engineer, he became interested in overseas opportunities and left home in 1848.

On Monday mornings long ago, brewery workers walked to work about two miles on a narrow horse. They'd sleep at the brewery for five nights, then walk back to town on Friday night.

Nowadays, the former dormitory is used as a brewery gift shop, full of Schell's and Grain Belt clothing and related gift items.

(Fritz Busch can be reached at fbusch@nujournal.com).