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The unprecedented situation presented by COVID-19 has created challenging times for all, with breweries as no exception. The small businesses of the New York state craft beer industry, as with many industries, are feeling the impact of necessary restrictions on public gatherings.

The potential short-term and long-term effects of COVID-19 on the state craft beer industry will be dependent on the actions of consumers and business owners, as well as local, state and federal policy makers, according to the New York State Craft Brewers Association (NYSBA) is a nonprofit organization dedicated to supporting the industry through advocacy, education and marketing.

NYSBA is working closely with state policy makers to protect New York’s 5.4 billion-dollar craft beer industry, responsible for 20,000 jobs across the state.

After much negotiating between NYSBA and the state Liquor Authority, breweries can temporarily sell packaged beer in a closed, sealed container for curbside pickup and home delivery, officials said. All home delivery orders must be delivered by the licensee and/or their employees or by a licensed third-party delivery service and accompanied with the purchase of a food item. These rules are temporary and are due to expire on April 15 unless extended or reduced by the State Liquor Authority.

“We are very grateful for the quick action by the governor’s office and State Liquor Authority to reach out and offer help any way they could,” said Paul Leone, NYSBA executive director. “There are also a number of options in consideration to allow tax and loan payment deferments, no interest loans and the elimination of late payments on bills to name a few. Although this will not fill the financial loss in both jobs and revenue in the short term, it will help breweries survive in these unprecedented times.”

State authorities and breweries have been taking extreme precautions to keep craft beer safe

“I have friends with clothing and retail stores who are out of business for now,” he said. “Some restaurants in the area have had to close because it is difficult to do a volume of take-out if not used to it.”

The wait staff and busboys at Augie’s are “taking the biggest hit, and the people here are working hard,” he said.

Vitiello is “trying to be fair by cutting back across the board” on shifts and hours, he said. For example, if a waiter typically worked three nights a week, now their shift might be once every 10 days, he said. “We get that we have to roll up our sleeves. This is not the first time the country has gone through something.”

“We have to live life and look after each other, and support all our local restaurants,” he said.

Marino’s Pizza in Saratoga Springs is in its 40th year of business. Owner Gary Latte admits this year poses the most difficult challenges he has faced.

Shortly after the mandate to close earlier and discontinue table service, it was business as usual at Marino’s. He has very few tables and relies on takeout. But the following week there was a 30 percent drop in business.

“We reduced the hours for each of our 13 employees by about three hours a week,” he said. “We have a good staff who have been with us a while and are now multitasking different positions.”

Latte said he was not worried about breaking even. He continued to serve loyal customers. He also and accessible to consumers statewide.

“We are still brewing and trying to have fun with it. Our primary focus is getting beer to our customers safely and effectively,” said Ethan Cox, NYSBA treasurer and president of Community Beer Works. “We are looking into methods for safe and effective home delivery services, however there are a lot of logistics involved.”

Craft breweries provide their communities with a place to gather, entertainment, food, and of course, fresh craft beer. In order to assist these small businesses, NYSBA is urging consumers to continue to purchase beer from local breweries via carry-out, curbside pickup and home delivery, as well as merchandise and gift certificates from breweries’ online stores.

To make it easier, the official New York state craft beer app, created by NYSBA and available for all mobile devices, lists which services state breweries are currently offering. The app features a map of every brewery in the state along with special hours, beer lists and more, found in the “details” section of each brewery’s profile.

Breweries across New York are also doing everything they can to continue operations and keep their staff employed, although many have already felt the impact, NYSBA said.

“The effects of the pandemic have been immediate and debilitating to our two brew pubs. We were forced to lay-off almost 90 employees yesterday,” said Chris Ericson, president of the NYSBA and owner of Lake Placid Pub & Brewery and Big Slide Brewery & Public House. “While togo beer sales and to-go food sales are available, the amount of revenue that will generate is token at best.”

NYSBA will continue to provide information and guidance as this situation develops. Craft beer enthusiasts can visit www.thinkNYdrinkNY. com to learn how they safely access and support craft beer. Breweries and staff can refer to www. newyorkcraftbeer.com for industry updates.

realized that financially a cut-back was a concern for everyone, but reasoned that reducing staff “would help cut down the risk of infection.”

Meanwhile coronavirus cases started to rise. After discussing it with his two managers, Latte decided to close during the week of April 2 and re-evaluate thereafter.

“In preparation of the peak I am putting health first,” he said. “We questioned: Is it really wise to continue to be open during this health crisis?”

“How important it is for the government to fulfill its promise for financial assistance, because small businesses need the help now,” he said.

The New York State Restaurant Association is supporting its members by working with Gov. Andrew Cuomo in advocating for a delay in sales tax payments, a moratorium on evictions and adjustments in State Liquor Authority regulations. This has allowed some operators to keep their doors open during this crisis.

The Saratoga County Chamber of Commerce, in partnership with the Saratoga County Prosperity Partnership, Saratoga Economic Development Corporation, Discover Saratoga, the Saratoga Springs City Center and the Saratoga Springs Downtown Business Association, aims to keep restaurateurs informed via email of the various programs being offered to the local owners and their employees who have become unemployed through no fault of their own.

BY ANDREA HARWOOD PALMER

PrimeLink Fiber Optic Internet and Phone Services is being acquiring by FirstLight, a fiber-optic data, internet, data center, cloud computing and unified communications services provider.

Vicki Marking, marketing manager for PrimeLink, said the sale would be complete later this year.

“We are really excited about it. It will be our local team and FirstLight’s extensive resources. FirstLight’s infrastructure goes all over New York state. It’s a great compliment to them. The local team will remain in place. The transition will be slow and over a long period of time,” she said.

For now, PrimeLink and FirstLight are operating as two separate companies. The agreement has been signed, but the contract has not yet been closed. The company will go through the state regulatory process for communications companies. Marking anticipates the approvals taking at least four to six months.

The agreement was signed on Feb. 11.

“This transaction reinforces our commitment to ensuring that businesses throughout New York have access to the fiber-based broadband services needed to keep pace with technological innovation,” said Kurt Van Wagenen, president and CEO of FirstLight. “The acquisition will deepen our fiber footprint in the North Country and provide additional fiber capacity on a unique route from Albany, New York up into Montreal, Canada, which will help facilitate cross border communications.”

“I am excited that PrimeLink and FirstLight are joining forces. The companies have a complementary footprint and service portfolio as well as a shared philosophy of offering high quality, locally-based service and support to the communities in which we serve,” said Trent Trahan, CEO of PrimeLink. “Now as part of FirstLight, our

goal of enhancing the region’s economics and improving the North Country’s quality of life and business climate can be better realized.”

“Since acquiring FirstLight in 2018, our goal has been to ensure that it has the guidance and resources necessary to support its organic and strategic growth initiatives. This acquisition is ideal in that it enhances FirstLight’s already strong capabilities in a region it currently serves, with a client base that it is familiar supporting. We look forward to realizing the promise that this acquisition presents,” said Kevin Genieser, senior partner at Antin Infrastructure Partners.

Marking stressed the commitment both companies have to making the transition as smooth as possible for clients.

“Once the contract closes, we have a transition agreement with FirstLight. It’s a PrimeLink, with offices in Glens Falls and Queensbury, has been acquired by FirstLight. Courtesy Vicki Marking, PrimeLink Continued On Page 20

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The New York Racing Association selected Chicago restaurant and concessions giant Levy as the new food and beverage vendor for Saratoga Race Course and Belmont Park.

The multi-year contract will bring several hospitality companies to the tracks, including Mazzone Hospitality of Clifton Park.

Levy is the concessions manager for the home stadiums of the National Football League’s San Francisco 49ers and Kansas City Chiefs. The company also is the food and beverage vendor at several auto and thoroughbred racetracks including Indianapolis Motor Speedway and Churchill Downs in Kentucky.

“Few venues and events match the impact Saratoga Race Course and Belmont Park have had on our sports culture,” said Andy Lansing, Levy president and chief executive.

NYRA sought proposals from prospective food vendors in January, one year after the racing organization announced it was ending a 25-year relationship with Centerplate.

That opened up an opportunity that Mazzone Hospitality founder Angelo Mazzone has been pursuing for years: Managing food and beverage at the FasigTipton thoroughbred auctions and hosting private events for the racing community.

“These kind of deals are the whole reason we partnered with Compass,” Mazzone said. “Before that, we weren’t big enough to go after them.”

Mazzone partnered with Compass Group of England in July 2017. That positioned him to expand his catering and corporate food service businesses and develop relationships with large arena concession companies like Levy.

Angelo Mazzone is the founder and CEO of Mazzone Hospitality. Courtesy Mazzone Hospitality

“It took a lot of work to put this together, but it is well worth it for such a prestigious account,” Mazzone said.

Levy and Mazzone Hospitality are working out logistics for the upcoming racing seasons. Mazzone expects the concessions and food and beverage contract will employ a combination of 300 Levy and Mazzone staff during the Saratoga summer meet. Mazzone Hospitality will focus on highend catering events and potentially will be involved with the track’s $30 million, 36,000-square-foot 1863 Club that opened last year.

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Marketing During Uncertain Times

BY SARA MANNIX

How on earth do you market your business during uncertain times

I am frequently asked how businesses can market during Covid-19. Although every situation is unique, my advice is, don’t stop marketing, but change how you are doing your marketing.

Your customers have fears and uncertainties. Understanding those fears and how they relate to buying your product or service, will help you do a SWOT analysis (strengths, weaknesses, opportunities and threats) that can be used to inform your plan.

Here are 13 ideas to consider when marketing your business now: 1. Think about who you are marketing to. This may seem pretty obvious to you as you already know who your customers are But, I am encouraging you to imagine your customer’s current state of mind. They are isolated in their home, concerned about the future of their business and finances, but also hopeful for the future. 2. Speak to that customer you just imagined. Every word you write should consider their current circumstance: Every time you write an email, make a call, create a social media post or create an ad, modify your marketing message to speak directly to that customer. For example, Visit Great Britain has created amazing marketing campaigns which say “we can’t wait to welcome you back again soon”.

They are respecting that the person can not come and visit now, but are looking forward to the future. They are also staying top of mind to hit the ground running, as they know the rule that it takes at least 7 touches to generate a sales lead. 3. Be helpful. Lanette Akerson of the Plant Doctor normally maintains beautiful indoor plants for local corporate offices, which she can no longer access. She is using her extra time to start a blog for those same corporate business owners who now find themselves at home. Her blog showcases her expertise on plants but is focused on the now—how to plant a garden.

Todd Shimkus, president of the Saratoga County Regional Chamber of Commerce, isn’t out asking for memberships, he’s out supporting the members who need it most by tirelessly posting on social media about takeout available at local Saratoga restaurants. How can you help your customers? 4. Be Human. Take a look at Morgan and Co.’s Facebook Page, The chef-owner, Rebecca, is often holding today’s takeout menu or talking directly to us about what she has made for today’s individual specials or family takeout meals. 5. Alleviate your customers’ fears. Know their fear and address it head on. For example, many hotels are writing to their guests about new, more flexible, cancelation policies, posting safety statements and sharing their cleaning protocols. 6. Be old fashioned. Write a letter or email with no other purpose but to encourage. I recently received two of the most beautiful letters from people I work with. The humanity of the personal notes that were sent just to uplift me in this difficult time were so appreciated and meant so

much. They will never be forgotten. 7. Update your website. How long has it been since you took a good hard look at your website? Now is the perfect time to look at every page and improve it word by word and photo by photo. Service businesses should focus on industry and service specific case studies. 8. Content is king. For SEO and search engine ranking, if you find yourself with a little extra time on your hands, use it to write a blog, create helpful video content or take great photos for your website. 9. Focus on your reputation management. Your clients who may have been too busy before to review you online might now have the time. Google your business name plus the word reviews and see what comes up. That is where you want to ask your happy clients to review you. Pleper tool link. 10. Try something new. Have you always focused on Facebook? Learn about Instagram. Try out TikTok B2B. Post to Linkedin. Are you in a retail business? Market on Pinterest. 11. Sign up for the Facebook Small Business Grants program. Facebook is offering cash grants and ad credits. Sign up now for updates, and apply for the program as soon as it becomes available. 12. Improve your Bing Places and Google My Business Listing. Not sure how? Google it or call your webmaster. You should be working on those listings every week. 13. Paid Search or SEO? If your buyers are buying right now, then there is no better time to jump on paid search. However, if sales have slumped, a better investment is organic search engine optimization as that has long term results and value.

There is no one-size-fits-all approach to marketing so you have to follow your gut. Let empathy be your guide but don’t slow down. Dig in your heels, do the marketing planning and execution that you always wanted to but never had the time to do.

I am a firm believer that those that wisely invest their time and or money in marketing during tough times will gain market share and come out ahead. Sara Mannix is the founder and CEO of Mannix Marketing. Courtesy Mannix Marketing

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