On Premise July/August 2021 by Nei-Turner Media Group

Getting Them in the Door

The Official Publication of the Tavern League of Wisconsin

JULY/AUGUST 2021

TLW.ORG

ALSO INSIDE: How to Raise the Bar on Safety  A League of Your Own — Pool, Darts and Other Games

The Official Publication of the Tavern League of Wisconsin JULY/AUGUST 2021 VOLUME 39, NO. 4

FEATURES A LEAGUE OF YOUR OWN. . . . . . . . . . . . . . . . . . . 8 Offering leagues at your bar can entice and reconnect customers hungry for community in a post-pandemic environment.

GETTING THEM IN THE DOOR. . . . . . . . . . . . . . . . 10 Check out these steps to promote your establishment post-pandemic.

HOW TO RAISE THE BAR ON SAFETY. . . . . . . . 12 From disinfecting and line-cleaning services to security systems and fire protection, these affiliate members can help.

TLW MEMBER OF THE YEAR AWARD. . . . . . . . 29 It’s time to nominate the unsung heroes of the TLW.

RIDING INTO THE SUNSET . . . . . . . . . . . . . . . . . . . 31 The TLW partners with an organization to support a Wisconsin Dells war veteran.

LEAGUE SPOTLIGHTS

LEAGUE PROFILE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22 Marathon County

BUSINESS SPOTLIGHT. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23 Nancy’s Jamar’s

CHARITY SPOTLIGHT. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24 Christmas in July Charity Toy Ride

LEAGUE LEADER SPOTLIGHT . . . . . . . . . . . . . . . . . . . . . . 25 Dale Elliott

DEPARTMENTS President’s Perspective. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5 Corporate Members. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6 Corporate Spotlight. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7 ABL Dispatch. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 Legislative Notes. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20

Accounting on Tap. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 21 Featured Affiliates. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 New Members. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 28 Affiliate Members. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 30 Industry Trends. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32 Advertiser Index. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34

SOCIALIZE WITH US:

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PRESIDENT

Chris Marsicano

SENIOR VICE PRESIDENT Cathy Vales

SECRETARY Erin Pulaski

Contact us for all of your insurance needs! Business Insurance, Personal Insurance & Employee Benefits 888 State Hwy. 153, Mosinee WI 54455

715.693.2100

TREASURER Todd Giraud

SOUTHERN ZONE VICE PRESIDENT Dan Taivalkoski

SOUTHERN DISTRICT VICE PRESIDENT Keith Koehler

EASTERN ZONE VICE PRESIDENT Tim "Tippy" Tomchek

EASTERN DISTRICT VICE PRESIDENT We provide a variety of different product and service offerings. Contact Ansay & Associates for more information.

Terri "Sassy" Buman

CENTRAL ZONE VICE PRESIDENT Paul Salzwedel

CENTRAL DISTRICT VICE PRESIDENT Lori Frommgen

NORTHERN ZONE VICE PRESIDENT MedPro

RiskPro

Umbrella Elevator

Risk Management & Claims Advocate

Donn “Dino” Amundson

NORTHERN DISTRICT VICE PRESIDENT Nancy Lorbetske

PAST PRESIDENT Terry Harvath

Port Washington • Green Bay • Manitowoc • Mosinee • Appleton • Madison • Burlington • Jefferson • Cedarburg • Brookfield • Oshkosh • Stevens Point • Eau Claire • Menomonie • Augusta • Chippewa Falls • Bloomer • Chetek • New Richmond • River Falls

EDITOR

SPECIAL CLUB MEMBERSHIP PLATINUM CLUB MEMBERS 5TH DISTRICT TAVERN LEAGUE OSHKOSH CITY/WINNEBAGO COUNTY TAVERN LEAGUE PORTAGE COUNTY TAVERN LEAGUE

GOLD CLUB MEMBERS DOOR COUNTY TAVERN LEAGUE OCONTO COUNTY TAVERN LEAGUE

ANNUAL MEMBERSHIP LEVELS PLATINUM $1,000 Annual Membership Level GOLD $500 Annual Membership Level SILVER $250 Annual Membership Level

Michelle Czosek, Executive Director, Tavern League of Wisconsin

MANAGING EDITOR

Carrie Mantey, Nei-Turner Media Group Inc.

GRAPHIC DESIGNER

Jerriann Mullen, Nei-Turner Media Group Inc.

ADVERTISING REPRESENTATIVE

Cindy Micha, Nei-Turner Media Group Inc. cmicha@ntmediagroup.com

ADVERTISING COORDINATOR

Julie Schiller, Nei-Turner Media Group Inc. ads@ntmediagroup.com

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LSC Communications, Pontiac, Illinois On Premise (ISSN #1051-4562) is a bimonthly publication of the Tavern League of Wisconsin Inc., 1818 Parmenter St., Ste. 300, Middleton, WI 53562, Phone: (608) 270-8591. On Premise is produced by Nei-Turner Media Group Inc., 400 Broad St., Unit D, Lake Geneva, WI 53147. Gary Nei, Chairman; William Turner, President; Barbara Krause, Publisher. Printing is by LSC Communications, Pontiac, IL. For advertising information, please contact Cindy Micha, (262) 9038633, cmicha@ntmediagroup.com. Subscriptions included in TLW membership dues; non-member subscriptions cost $15 per year. Postmaster: Send address corrections to the Tavern League of Wisconsin Office, 1818 Parmenter St., Ste. 300, Middleton, WI 53562. Periodicals postage paid at Madison, WI and other additional offices. ©2021 Tavern League of Wisconsin Inc. Permission to reprint must be secured in advance of publication, and credit given to author and On Premise.

For more information on becoming a Special Club Member, call the TLW office at (608) 270-8591.

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PRESIDENT’S PERSPECTIVE EXCITING EVENTS ON THE HORIZON

he next few months will be busy and exciting ones for the TLW, culminating with the 2021 Fall Convention and Trade Show. We’ll finally be back in person Oct. 4-7 at the Red Lion Hotel Paper Valley in Appleton. We are really looking forward to seeing everyone after missing out on our last three conventions!

As we gear up for the big event, there are plenty of other activities to attend and participate in, starting with our annual League Leaders Day on Aug. 30 in Oshkosh. Held once a year, League Leaders Day is set aside as a time for those who volunteer to strengthen our organization to meet and discuss league issues. It’s an opportunity to learn from one another and our guest presenters. Participants can then return to their leagues with new ideas and inspiration.

The Walworth County Tavern League is hosting our 23rd Annual State Golf Outing on Sept. 13 at Hawk’s View Golf Club in Lake Geneva. There’s still time to sign up your foursome. If you want to participate, but don’t have a foursome, get registered and we’ll pair you up! We are holding one more event prior to the convention and it’s an important one: Our annual Legislative Day takes place Sept. 28 in Madison. A strong showing of member support is key as we move through legislative sessions and elections each year. Please make plans now to be there. There is strength in numbers! In further support of our efforts in the political arena, I’m excited to announce a special silent auction to benefit our political action committees (PACs). Each year, at both our Spring Conference and Fall Convention, we hold a fundraising auction to support our PACs. Unfortunately, due to the pandemic, we missed out on three conventions and the fundraising that might have taken place. In an attempt to fill this gap, a special online auction will be held in August. Our generous leagues and districts are donating some great items that you can bid on starting in early August and going through Sept. 6. I encourage you to support our PACs whose funds are used to protect our businesses year-round through TLW legislative efforts. Speaking of fundraising efforts, all of our members were mailed Football FundCrazr tickets in late July. We appreciate your support in selling these and returning the tickets to the office. With the extension of the National Football League (NFL) season to 18 weeks and plenty of prize money, these tickets will practically sell themselves! It’s an exciting and busy time at the TLW, and I hope you’ll have a chance to participate in all that we have planned. Please do not hesitate to reach out to me or the TLW staff if you have any questions. I look forward to seeing everyone at our various events and upcoming convention! Salute,

A strong showing of member support is key at Legislative Day in Madison as we move through legislative sessions and elections each year. www.tlw.org

Chris Marsicano TLW President

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CORPORATE MEMBERS Support Those WHO Who Support our Association THOSE SUPPORT OUR ASSOCIATION SUPPORT SUPPORT THOSE WHO SUPPORT OUR ASSOCIATION PLATINUM SPONSORS PLATINUM SPONSORS

PLATINUM MEMBERS

2012 MEMBERSHIP DIRECTORY

TA V E R N L E A G U E O F W I S C O N S I N

GOLD MEMBERS GOLD SPONSORS GOLD SPONSORS

Anheuser-Busch Anheuser-Busch SILVER SPONSORS SILVER SPONSORS

SILVER MEMBERS

BRONZE BRONZE SPONSORS BRONZE SPONSORS

MEMBERS

Make sure to thank these groups for their support and encourage others & not on the list to participate. Any business interested in joining should call the Wisconsin Amusement Wisconsin Amusement & TLW office at (608) 270-8591 forMusic more information regarding the benefits Music Operators, Inc. of the different categories. Remember to “support those who support us.” Operators, Inc.

and thank these groups for their and encourage the list to Any participate. business in joining ese groups for their support, andsupport, encourage others not onothers the listnot to on participate. businessAny interested in interested joining should call should call fice (608-270-8591) for our listsofthe of categories. the differentRemember categories.“Support Remember “Support those who 8591) for our brochure thatbrochure lists the that benefits thebenefits different those who support us.” support us.”

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CORPORATE SPOTLIGHT

SOCIETY INSURANCE: SMALL DETAILS. BIG DIFFERENCE.

hortly after Wisconsin passed its first workers’ compensation law in 1911, a group of farm threshers decided to start an insurance company to make it easier and more reasonable to purchase insurance for themselves. The Wisconsin Brotherhood of Threshermen Insurance Company was formed in 1915. It changed its name to Society Insurance in 1995. Located in Fond du Lac, Society Insurance has since expanded from its humble beginnings, and now offers its top-notch insurance coverage and service nationally. “We protect a lot of different types of businesses in Wisconsin, Illinois, Iowa and Indiana,” says Andrew Disher, a regional sales manager at Society Insurance. “But protecting restaurants and bars is what we do best — and that is our focus as we grow into Tennessee, Minnesota, Colorado and, soon, Georgia and Texas.”

“We protect a lot of different types of businesses in Wisconsin, Illinois, Iowa and Indiana, but protecting restaurants and bars is what we do best — and that is our focus as we grow into Tennessee, Minnesota, Colorado and, soon, Georgia and Texas.” — Andrew Disher, Society Insurance The veteran insurance company believes having proper coverage is crucial to a business’ survival and operates by the motto: “Small details. Big difference.” Disher says that little things can make or break a business, so it’s his job to make sure companies have the right insurance coverage for their operations. www.tlw.org

Essentially, Society Insurance wants to mitigate risk for its customers and provide them with the tools to help their businesses thrive. One of the ways the company proves to be an expert in managing risk is by offering personalized risk control visits. “Few carriers have the expertise that we do, especially when it comes to our risk control visits,” says Disher. “We do these visits to protect our customers, to assess things like slip-and-fall risks or check if they need service to their ANSUL [fire protection] system. Being proactive is key to preventing losses.” Another way Society adds value for businessowners is by maintaining an extensive library of tips and resources through its weekly blog, quarterly webinars, social media, YouTube channel and website. Producing timely and relevant information about outdoor property, liquor liability, security, marketing and more sets Society apart from competitors. Not only does Society Insurance protect restaurants and bars, but the company supports them, too. As a member of the Tavern League since 1988, the organization continues to work hard to find even more ways to support the industry it knows and loves, which included a 2020 contribution to the TLW Communities Helping Empower Employers to Remain Successful (C.H.E.E.R.S.) fund. Partnering with the TLW proves beneficial to all parties involved, and Society Insurance is a strong presence at golf events, state and local outings, and annual conventions. “We support the TLW because we know how strong it is and how loyal its members are to companies like us,” says Disher. “It is a great organization to be a part of.” TLW

SOCIETY INSURANCE 150 Camelot Dr., P.O. Box 1029, Fond du Lac, WI 54936-1029 (920) 922-1220 | (888) 576-2438 info@societyinsurance.com | societyinsurance.com

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A League of Your Own Offering leagues at your bar can entice and reconnect customers hungry for community in a post-pandemic environment. By Maura Keller

he concept of joining a league — be it darts, pool or another game — as a way to socialize is predicted to trend in 2021 and beyond. As we emerge from the COVID-19 pandemic, many people are craving interaction and the ability to reconnect with old friends, while meeting new ones. So how can tavern and bar owners entice people to reengage with leagues in a post-pandemic environment? According to Amanda Soelle, executive director at Wisconsin Amusement & Music Operators (WAMO), with technology taking leaps and bounds, games like darts that can leverage technology, like remote game play, are rising in popularity. “Being able to play darts with someone digitally across the street, across the state or around the world is a game-changer,” she says. When the pandemic hit, Chelsey Adams, the league coordinator at Bullseye Games, started running all of its dart leagues remotely. It really helped keep the numbers up and the leagues didn’t lose as many teams as Adams thought they would. “Even as we transition back into normal traveling leagues this fall, I see us offering more remote options than we did pre-pandemic,” Adams says. “As far as pool, we took a big hit in the number of teams that still wanted to play. I envision offering a few more smaller team sizes (three-person vs. four-person) until we can build our player base back up again.” As Patrick Butters, owner of B-M Music & Games, explains, bar owners are always trying to be creative with how they attract customers. Sometimes this means offering free pool and dart play on anticipated slow nights, hoping food and drink purchases can provide a boost to their bottom line. “Bars around here are trying bingo and trivia nights, along with the other leagues, hoping more people will stay for longer periods of time,” he says. So how should tavern or bar owners get people in the door to participate in these leagues? It’s simple. “Join in the fun yourself! Others will follow,” Soelle advises. “The bars we see with the most foot traffic usually have the bar owner or bartenders playing darts or pool in a league themselves, and teaching others the sport.” Adams agrees that the best way for bar owners to get started is to play. Some of Adams’ top league locations are where the

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owners are playing in a league and have a team. “Plus, it’s a great way to meet your regulars and patrons,” she suggests. The next best thing is making sure you are reaching out to your players and teams, and getting to know them. It makes players feel special when they have a connection with the owner and it really builds bar loyalty. “Even doing something as simple as putting up a ‘Reserved for league’ sign on a table near the pool table or dart board on league night goes a long way in making your teams feel welcomed and appreciated,” reinforces Adams. In addition, consider running mini-tournaments just for fun on weekends to get people excited about the sport in a noncompetitive environment. Then you can informally approach them about joining a league. Soelle also proposes offering a drink special to customers who play the piece of equipment you are trying to promote and get a league started on, although she warns, “You don’t have to give away the farm to get people participating in leagues. On occasion, bar owners give league players too many freebies and perks, and end up making the situation unprofitable for themselves.” One other way bar owners can attract customers is by sponsoring an off-site sports team, such as softball or horseshoes, which can boost business if the team returns to the establishment to celebrate a win or shake off a loss. But Butters cautions bar owners to make sure potential off-site league players are really committed to showing up, as well as having adequate subs. “It’s great to [sponsor a team], but the team should want to spend some money at the location as well. At one bar, the team requested free shirts, drinks and practice games,” Butters says. “The owner and I decided it wasn’t worth it.” If you’re interested in creating a league of your own, a local WAMO operator would be happy to help you set up and promote the league. To find someone in your area, please visit the member directory at wamo.net. TLW

“Bars around here are trying bingo and trivia nights, along with the other leagues, hoping more people will stay for longer periods of time.” — Patrick Butters, B-M Music & Games www.tlw.org

MAJOR SUPPORTER of

State and Local Tavern Leagues

PARTNERS IN PROGRESS TAVERN LEAGUE OF WISCONSIN • Co-sponsor of TLW Legislative Day • Underwriter of TLW Video on Jobs and Employment • Provider of Coin-Operated Games at TLW Conferences & Shows to Benefit TIPAC • Sponsor of the TLW Trip Give-away at TLW Spring Conference & Show • Donor of Large Screen TV at TLW Fall Convention & Show

LOCAL TAVERN LEAGUE PROGRAMS (SafeRide, Golf, Others) • Contributions and support from individual WAMO members • Matching Funds from WAMO to Tavern League Locals • Contributions to SafeRide Program, Golf and Others • Active Participation and Attendance

WISCONSIN AMUSEMENT & MUSIC OPERATORS PO Box 259506 Madison, WI 53725 www.WAMO.net www.tlw.org

608.709.1960 608.824.2205 E amanda@wamo.net P F

A complete list of WAMO members can be found at www.WAMO.net. Hosts of the World’s Largest Dart Tournament & the Nation’s Largest Pool Tournament. JULY/AUGUST 2021

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Getting Them in the Door Follow these steps to successfully promote your establishment post-pandemic. By Maura Keller

arketing is the proverbial name of the game within the alcoholic beverage segment of the hospitality arena — especially as the industry begins to recover from the pandemic. Just ask Ken Maegaard, president of Badgerland SenText, a Wisconsin-based branch of SenText Solutions, which is a 100% permission-based text marketing company, and a new affiliate member of the TLW. With more than 25 years of experience in the retail advertising field, Maegaard recognizes that, with the evolving economy and growth of social media, there is a lot of pressure on TLW members to maximize their recovery from COVID-19 and get customers back in the door. In the marketing management game, it’s all about getting people to remember your business, your products, your services and your brand. It’s the philosophy behind all business development. Marketing can help bring your big-picture perspective into focus, and determine the future of your tavern or bar.

Advertising basics So what are the most productive marketing techniques to use in today’s pandemic-recovering world? Maegaard says communication is key. “I can’t imagine a single tavern or bar owner that, if given the chance to speak with some customers, wouldn’t have something to say to them literally every single day,” Maegaard says. “Whether it’s about a Friday fish special, a Saturday night featured dinner item or maybe a Sunday

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afternoon of entertainment on the deck, continually communicate with your customers the best that you can.” So which marketing avenue — print, radio, television or social media — proves to be most successful in capturing an audience’s attention? While they all have positive attributes, each medium needs to be integrated successfully to make a greater impact. For instance, for print advertising, size matters and, for radio ads, frequency matters. “Don’t think that a small ad in your local shopper is going to move the needle” on new business, Maegaard says. “And for radio, you’ll need to tell them, tell them and tell them again. That can get costly. But texting can be one of the most affordable and most effective ways to doing just that. Your customers’ phones are with them literally 24/7. It’s the first thing they look at when they wake in the morning and

“Whether it’s about a Friday fish special, a Saturday night featured dinner item or maybe a Sunday afternoon of entertainment on the deck, continually communicate with your customers the best that you can.” —Ken Maegaard, Badgerland SenText www.tlw.org

it’s the last thing they look at before they close their eyes.” Jeanne Weiss, communications and design manager at the TLW, says one of the first things tavern and bar owners need to do as they recover from the pandemic is to let customers know they’re open for business. “And be sensitive to how your audience may feel about getting back to ‘normalish’ — assure them that you’re being safe,” emphasizes Weiss. In addition to exploring the various advertising options already mentioned, Weiss recommends that business owners explore partnering with their local Chamber of Commerce. Running ads in their newsletters can help taverns and bars reach business leaders and influencers. As Weiss explains, many chambers are already pushing their own “open for business” marketing campaigns. “Attach yourself to those promotions by volunteering for media interviews and local, promotional videos,” Weiss says. “Just call them, and let them know you want to step up and encourage patrons to come to your area.” You can also invite the chamber and media to shoot photos and video at your establishment. “There’s nothing better than a visual of others out having fun to establish that feeling of ‘fear of missing out,’” Weiss says.

Social media savvy Beyond utilizing traditional advertising, now is also a great time to give your social media pages another look and have them work even better for you. Advertise nightly specials and upcoming events. Post photos of your fish fry or your smiling staff. And if you have an outdoor patio, showcase it. If you made some improvements or tacked on additions during the pandemic, broadcast it. “Anyone following your social page is already your target audience — take advantage of this,” Weiss says. “Tell viewers you’ve missed them, you’ve survived and you’re better than ever!” Also be sure to pay attention to your online presence. Your website homepage www.tlw.org

should boldly state that you’re open for business. Say it and show it with photos, especially outdoor images if you have that option. Include a calendar with drink specials and entertainment.

Connect with your community Don’t neglect your Yelp or Google listings either. Respond to reviews with a thank you (for the good ones) or a promise to follow up (for the others). Your presence there shows you care about your customers, and gives viewers a glimpse of your business and persona. Maegaard also points out there are some key mistakes that tavern and bar owners should avoid as it relates to selecting a marketing medium. One of those mistakes is not using a market-

ing platform effectively. “How does one really listen to the radio? Watch television? Access social media or email? And when do they do it? Does anyone get the newspaper delivered anymore?” Maegaard asks. “Pay close attention to how the market utilizes each one, and place or schedule your ads based on that.” Finally, consider sponsoring local teams and events. We’re starting to see a return to live sporting events, festivals and concerts. “Especially if you are in a smaller community, sponsoring or participating in these events can elevate your business as one that supports your neighbors and encourages good times,” Weiss says. “And who doesn’t like a good time?” TLW

Ken Maegaard President

715-558-0473 kmaegaard@sentextsolutions.com www.sentextsolutions.com

MOBILE MARKETING

Bars • Restaurants • Wineries • Retail

TLW Members Ask About 3 Months Free JULY/AUGUST 2021

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How to Raise the Bar on Safety From disinfecting and line-cleaning services to security systems and fire protection, these affiliate members can help. By Amanda N. Wegner

he safety of customers has been a significant topic of conversation for Tavern League members over the last year as the coronavirus has dictated new protocols for cleaning and patron health. “In today’s world, we all have the same needs, and that is to keep our facilities safe and healthy,” says Craig Oehrlein, owner of Pro3 Solutions in Sun Prairie and a Tavern League affiliate member. To help members make smart decisions for a safer, healthier environment at their establishments, On Premise sought advice from several safetyrelated Tavern League affiliate members. From disinfecting and line-cleaning services to security systems and fire protection, here are some products and services that can help you raise the bar on safety.

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www.tlw.org

Security systems When it comes to protecting your business against theft, violence, property crime and the like, it helps to have a witness on your side. Star Business Machines of Stevens Point can help set up your eyes in the sky. The company is a business-to-business service provider for a variety of technologies, including security camera systems. Owner Cory Sosnovske believes that having a security camera system offers numerous benefits. For starters, the footage is helpful if there is an altercation, especially if it evolves into a lawsuit. There’s also a community protection aspect. Sosnovske shares a story of how several businesses in an area had been burglarized, and how a security camera at one business was able to help a neighboring business that had been broken into. “You’re not just protecting yourself,” says Sosnovske. “You’re protecting your community.” Star Business Machines can also provide another set of eyes if you, as the owner, need to take time away from your establishment, as many systems feature remote access. For instance, the company furnishes technology that can tie your point-of-sale (POS) system to the camera system to ensure bartenders are charging the appropriate amount for what they are pouring. “Maybe you say, ‘I trust my employees.’ And maybe you do, but does it hurt to have checks and balances in place?” asks Sosnovske. He cautions members that, while you can buy a security system from a big-box store, you pay for what you get. “A system installed by a credible company is going to be a lot better quality than what you’re going to find at a big-box store,” Sosnovske emphasizes. “Picture quality should be important.”

Backup for your business Business today relies on technology and, if that technology has a hiccup, it could mean lost dollars. To help bars and taverns that may have spotty internet connections or frequent connection drops, Star Business Machines also offers fail-safe routers, which provide continuous, always-on connectivity. These routers, Sosnovske explains, contain a sim card, which can grab a connection from a local cell phone tower if your internet goes down. “The fail-safe routers are especially helpful when processing credit cards,” says Sosnovke. “They help you stay online to keep your business running,” no matter your internet connectivity.

Cleaning and disinfection When the pandemic hit, Jeff Taylor, owner of PureCart Enterprises in Green Bay, pivoted his 10-year-old shopping cart sanitation system to a mobile product perfect for bars and restaurants. Taylor’s MobileMist is a portable misting system designed to disinfect hard and soft services. Manufactured in Wisconsin, the system is smaller than a carry-on, weighs less than 20 www.tlw.org

“The expectation of patrons moving forward will not be whether something is clean, but that it’s disinfected. All of us in public-facing businesses, we need to build confidence. One way we can do that is by helping customers feel confident that they are coming into a safe environment and that we are trying to make the experience in our facilities the best it can be.” — Jeff Taylor, PureCart Enterprises

pounds, is battery operated and runs silently. “This machine pressurizes the disinfectant, so it comes out like a very, very fine mist. Whether it’s a seat, table or doorknob, you get it moist and let it dry naturally … and then it’s disinfected.” Taylor offers a number of cleaning products for use with the MobileMist system and all are Environmental Protection Agency (EPA)-approved. For owners who prefer to use other cleaning agents, products on the EPA’s List N of registered disinfectants are best and typically safe, although Taylor’s willing to test other cleaners with the equipment, too. Taylor additionally points out that there is a difference between cleaning, sanitizing and disinfecting. Cleaning is wiping something down; sanitizing eliminates some germs and bacteria; but disinfection can kill a virus. Similarly, Oehrlein’s business, Pro3 Solutions, specializes in a disinfect and protect process, a two-step system to eliminate viruses and bacteria from a facility. The first step uses 100% pure chlorine dioxide. “This product,” says Oehrlein, “is very simply gas that is dissolved in water. As it is sprayed, pure oxygen is distributed, and disinfects both the air and surfaces.” It is EPA- and Food and Drug Administration (FDA)-approved for food surfaces, and safe for use around customers. The second step — the protection part of the process — is an antimicrobial treatment that is applied to all surfaces. This treatment is done at least quarterly to maintain full disinfection efficiency. Both Taylor and Oehrlein agree that patrons are going to have higher expectations for cleanliness following the pandemic. “The JULY/AUGUST 2021

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expectation of patrons moving forward will not be whether something is clean, but that it’s disinfected. All of us in publicfacing businesses, we need to build confidence,” says Taylor. “One way we can do that is by helping customers feel confident that they are coming into a safe environment and that we are trying to make the experience in our facilities the best it can be.” “We feel that a healthy environment is an easy decision for an owner,” says Oehrlein. “Even as COVID-19 is getting under control, a clean building is always needed. As we open back up and start getting close to people, we will again be faced with colds, flu and probably COVID-19 at some point. The owner who can say that ‘I am taking every step possible to make it safe for my customers’ will have the best opportunity for success.”

Safer ice Speaking of cleanliness, believe it or not, bacteria can live in ice and dirty ice machines are no joke. In 2013, for example, 80 people got norovirus from dirty ice served at a Phoenix golf club. Furthermore, experiments regularly find coliform bacteria and E. coli in ice samples from a range of establishments. To help keep your ice safe, Pro3 Solutions offers a product called Clean Air. Place a pack directly into ice machines and walk-in coolers to help keep mold, mildew and bacteria out. “The facts are that 70% of all ice is dirtier than toilet water,” according to Oehrlein. “In addition, this product will eliminate bacteria from food, making it safer and last longer.” Beyond using Clean Air, ice machines should be cleaned regularly. Owners should also make it a policy that staff use an ice scoop, not their bare hands, when getting ice out of a machine. Ice scoops should be stored outside of the machine and sanitized regularly.

Fire protection Offering more than 30 years of combined experience in the fire protection industry, Shawano’s Northwoods Fire Protection is a full-service provider of fire extinguisher and suppression system installation and maintenance. The company also performs emergency exit lighting annual maintenance. “There’s no doubt that fire protection saves lives and property,” says owner Kerry Junk. “From suppression systems above your cooking area to fire extinguishers that are easy to access for your employees, they can be a lifesaver. We can provide everything you need to keep your properties and employees safe.” Junk adds that, more than ever, commercial insurance agencies are requiring annual or semiannual testing on fire protection equipment. Junk also suggests that you follow your state and local codes as they require that your fire protection is up to date as well.

Beer line cleaning Beer line cleaning isn’t just to preserve the taste of your draft beer; it’s for the health and safety of your beer

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drinkers. “Some owners don’t think their beer lines have to be cleaned because their beer tastes fine, but it’s one of those things you have to do. You can’t take a risk on someone’s health,” says Alexandros Galeros, owner of Premier Draft Solutions, which is based in Wisconsin Dells, and offers beer line cleaning, installation and repair. While Galeros hasn’t heard of anyone being hospitalized due to dirty beer lines, they can cause headaches and stomach issues. “There is yeast and bacteria in beer,” he says. “It’s a living enzyme and things you don’t want can grow in your lines if they aren’t cleaned properly.” Properly cleaning beer lines is more than just flushing hot water through them, according to Jake Guilbault, owner of Magic Tap, which serves the Fox Valley area. “For cleaning, we do everything to Brewers Association recommendations, which includes using approved beer linecleaning chemicals, cleaning systems every two weeks and cleaning the keg couplers,” he says. There are several reasons to get your beer lines cleaned. A dirty beer system can change a beer’s taste (and not for the better). It can also increase foaming, which is money down the drain. And if your lines haven’t been cleaned in a long time, the system may need to be replaced entirely, which can cost thousands of dollars. “Not only does it cost a lot to repair, but your customers may switch to bottles or go to your neighbor’s bar instead,” warns Guilbault. Beer lines should be cleaned every two weeks and, while many other states mandate this, Wisconsin does not. Stainless steel faucets are also recommended as chrome-plated ones can rust. Regardless, beer faucets need to be cleaned regularly, too. “You go through all of these aspects of cleaning because you don’t want people to get sick at your establishment,” says Galeros. “Beer lines are no different; it’s so important to get them cleaned.” As the saying goes, safety is no accident, and it takes time and diligence to ensure you, your employees, your patrons and your investments are protected. From disinfecting and line-cleaning services to security systems and fire protection, the TLW’s affiliate members offer products and services that can help raise the bar on safety in your establishment. TLW www.tlw.org

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JULY/AUGUST 2021

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SOCIETY INSURANCE CRIME PREVENTION FOR BARS AND RESTAURANTS Bars and restaurants may accumulate a large amount of cash during daily operations, which makes them attractive targets for criminal activity. Armed Robberies A robbery can happen at any time, but anticipated settings and expected times — like opening and closing — are the most vulnerable. Armed robberies often escalate and can lead to serious injuries or death. Implement the following safety measures to mitigate the likelihood and severity of an armed robbery: • Train staff to comply with demands rather than confronting robbers. The safety of staff and customers far outweighs the financial or property loss from a robbery.

policyholders with access to background checks at a discounted rate.

• Cash on hand should be kept to a minimum. • Deposits should be taken to the bank at varied times and through varied routes of travel. Deposit services can be contracted to pick up deposits, which better controls this risk. • No one should be alone in a bar or restaurant if possible. Lone employees may be seen as more vulnerable targets for robbery. • Employees should enter and leave the establishment using the “buddy system.” When opening and closing, one employee should check for securityrelated problems, while the other employee waits outside until they receive an all-clear signal. If problems occur during either opening or closing procedures, one employee should always be in a position to get help. Employee Theft Employees have the greatest opportunity to steal because they have access to the assets and are familiar with business operations. One of the most frequent methods of employee theft of cash is by manipulating sales transactions. Inventory and deliveries should be monitored to ensure the proper stock is received, on hand and accounted for. Higher value inventory, such as liquor, should be locked in a secure area to prevent theft. Other means of employee theft include misuse of coupons, gift certificates, complimentary passes and credit cards. To help prevent employee theft, criminal background checks should be conducted on any employee with access to the safe, deposits or keys to the building. Society Insurance partners with IntelliCorp to provide

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Violence Incidents of violence can involve both customers and employees. They may range from verbal threats to use of fists, knives or guns. Violence can also be the result of street gang or drug activity, both inside and in the outdoor parking lot or patio areas. The presence of a manager in the service area has been found to be effective in defusing and preventing potential acts of violence. Violent acts are more likely to develop and escalate when no one of authority is present. Staff should NEVER get involved in violent acts. Find a safe place and call police to handle the situation. Burglaries Burglars are usually after money and inventory, but also steal iPads, point-of-sale (POS) system hardware and other electronic devices that are popular in bar and restaurant settings. POS systems can be very expensive, so it is best to leave the cash drawer open and visibly empty to prevent an intruder from breaking the hardware to get the cash drawer open. Intrusion detection alarm systems should be installed to deter burglars. These systems may have panic buttons that staff can use to quickly send signals to police that there is trouble without making a phone call. It may be a good idea to place a panic button in the cooler if it is designated for use as a safe room. Find out more about crime prevention and other safety resources at societyinsurance.com or contact your local Society agent to discuss how the right insurance coverage can help protect your business. www.tlw.org

Filling you up now so you won’t be hungry later.

Small detail. Big difference. Today’s cut corner can easily turn into tomorrow’s missing piece. That’s why it’s so important to invest in staying protected against the unique risks that restaurants and bars face. With forty years of experience in specialized coverage, we’re prepared to handle those challenges so that you can focus on what’s next. To learn more about how we deliver the small details that make a big difference, call 1-888-5-SOCIETY or find one of our agents at societyinsurance.com.

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JULY/AUGUST 2021

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ABL DISPATCH —THE LATEST INDUSTRY NEWS FROM WASHINGTON BY JOHN BODNOVICH, ABL EXECUTIVE DIRECTOR

Lots has been happening in Washington as lawmakers and the country transition (hopefully) to the beginning of a post-pandemic world. Legacy issues are returning to the spotlight — or at least attempting to — but COVID-19 fallout lingers, especially for the hard-hit hospitality industry. One of American Beverage Licensees’ (ABL) current initiatives is to educate and inform members of Congress about the long road ahead for bar and tavern owners who, having managed to survive shutdowns and operating limitations, are now faced with increased costs of goods, supply chain problems and labor shortages that are hampering their COVID-19 comeback.

Restaurant Revitalization Fund Replenishment Act introduced On May 3, the application process for the Restaurant Revitalization Fund (RRF) began, with hundreds of thousands of applicants seeking relief from the Small Business Administration (SBA) program. Three weeks later, on May 24, the SBA stopped accepting applications for grants from the $28.6 billion fund. More than 362,000 applications seeking $75 billion in funding were filed, demonstrating the broad need for assistance, but also removing any question that thousands of hospitality business operators are not going to receive these relief funds. On June 10, Reps. Earl Blumenauer (D-Ore.) and Brian Fitzpatrick (R-Pa.), and Sens. Kyrsten Sinema (D-Ariz.) and Roger Wicker (R-Miss.) introduced the Restaurant Revitalization Fund Replenishment Act to add $60 billion to the fund to support independent restaurants and bars. The path to passage of this legislation is not clear as Congress is faced with a host of issues and bills. But what is clear is that supporters of the legislation are looking for any opportunity to get more relief to struggling businesses as quickly as possible.

entity,” and “in which the public or patrons assemble for the primary purpose of being served food or drink.” These businesses must’ve been open on Feb. 15, 2020, and include: • Restaurants • Food stands, food trucks and food carts • Caterers • Saloons, inns, taverns, bars and lounges • Brewpubs, tasting rooms and taprooms ABL plans to continue lobbying for additional RRF funding, just as it has been advocating for the Real Economic Support That Acknowledges Unique Restaurant Assistance Needed to Survive (RESTAURANTS) Act and other measures that would help TLW members and other ABL members get back on their feet after an extraordinarily hard year.

Perishable food and beverage tax credit gains momentum Since the Feb. 25 introduction of the Hospitality and Commerce Job Recovery Act of 2021 by Sens. Catherine Cortez Masto (D-Nev.) and Kevin Cramer (R-N.D.), and Reps. Steven Horsford (D-Nev.), Darin LaHood (R-Ill.) and Jimmy Panetta (D-Calif.), the bill has amassed 86 cosponsors in the House and eight in the Senate. As a reminder, this legislation would create a perishable food and beverage credit to help small businesses cover the costs of inventory lost during COVID-19 closures. Specifically, the bill “provides a temporary credit for unmerchantable inventory between March 13, 2020, and Sept. 30, 2020, at 90% of the qualified unmerchantable

As a reminder, eligible entities for RRF grants are businesses that can demonstrate that “the uncertainty of current economic conditions makes necessary the grant request to support the ongoing operations of the eligible

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www.tlw.org

One of American Beverage Licensees’ current initiatives is to educate and inform members of Congress about the long road ahead for bar and tavern owners who, having managed to survive shutdowns and operating limitations, are now faced with increased costs of goods, supply chain problems and labor shortages that are hampering their COVID-19 comeback. food and beverage costs for any taxpayer engaged in the active trade of sale of food or beverage as a manufacturer, importer, wholesale distributer or retailer.” ABL is working with the Perishable Food and Beverage Coalition to support this bill.

What’s old is new again: Payment card swipe fees ABL is once again actively working with the Merchants Payments Coalition (MPC), which was created in 2005 to address retail concerns about opaque and unfair payment card fees. ABL has been a member of the MPC since 2005 and has lobbied Congress on swipe fees, successfully advocating for the Durbin Amendment in the Dodd-Frank Wall Street Reform bill in 2010. ABL was also part of the effort that successfully stopped an attempt to repeal the Durbin Amendment in 2011 and played a role in thwarting another Durbin Amendment repeal effort in 2017.

Music licensing Now that the Department of Justice has decided against sunsetting or modifying American Society of Composers, Authors and Publishers (ASCAP) and Broadcast Music Inc. (BMI) consent decrees, and with the effects of the Music Modernization Act still registering, ABL and its partners in the MIC Coalition are beginning outreach to educate and remind members of Congress of the remaining challenges for bars, taverns, restaurants and other businesses that wish to use copyrighted musical works. These challenges include: • Lack of transparency. Without a comprehensive and authoritative database of options and licensing requirements from all performing rights organizations (PROs), businesses are often left to guess what licenses they need and what music is covered. • Coercive behavior and overreach. For too long, small businesses have been subject to abusive tactics by those representing the PROs. This behavior has already prompted several states to enact codes of conduct to regulate the manner in which PROs interact with licensees (as in Virginia, Washington, Nebraska, etc.). • PROs not governed by consent decrees. Other PROs (e.g., the Society of European Stage Authors and Composers or SESAC, and Global Music Rights or GMR) represent far fewer works, but often extract fees comparable or even higher than those charged by the ASCAP and BMI. Despite credible allegations of anticompetitive behavior, these PROs are not governed by the same procompetitive safeguards as ASCAP and BMI. Moreover, none of the PROs compete with each other for licenses with users.

As bar and tavern owners know, consumers are choosing credit as their preferred method of payment more than ever before for the added security and rewards-earning potential it provides. Unfortunately for small businesses, the current fee of up to 4% per transaction that the credit card companies — Visa, Mastercard, American Express, Discover — impose each time people swipe their card has become the second-highest operating expense for most merchant businesses. Visa and Mastercard previously announced that they would raise their interchange fees in April 2020, but due to the pandemic, those increases were postponed until this year. In March 2021, Senate Majority Whip Dick Durbin (D-Ill.) and Rep. Peter Welch (D-Vt.) wrote a letter to Visa and Mastercard, asking them to not raise interchange fee rates during the pandemic. Subsequently, the companies delayed their fee increases until 2022. In light of these developments and with recent member turnover in Congress, ABL is working with coalition partners to examine different ways to achieve a more competitive and transparent payments system for retailers and consumers. ABL is going to be involved in these conversations and welcomes input from its members. www.tlw.org

Save the date! ABL will hold its 2021 Annual Meeting from Oct. 17-18 at the Hilton New Orleans/St. Charles Avenue in New Orleans, La. More details will follow. TLW ABL is the voice of America’s beer, wine and spirits retailers in Washington, D.C. ABL represents the TLW and its many members, as well as thousands of other on- and off-premise retailers of beverage alcohol across the United States. JULY/AUGUST 2021

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LEGISLATIVE NOTES SEPTEMBER 28 IS LEGISLATIVE DAY BY SCOTT STENGER, STENGER GOVERNMENT RELATIONS

ur lives are thankfully returning to familiar predictability. Customers are now visiting Wisconsin’s restaurants, taverns and supper clubs with a vengeance. One of the last life-altering effects of COVID-19 is TLW Legislative Day, however, which is set for Sept. 28. Unlike the cancellation of three TLW conventions, COVID-19 could not take down our Legislative Day. We hosted one in early March 2020 and now a later date in 2021 ensures COVID-19 can’t stop TLW members from coming to Madison to lobby their legislators. Although we’re moving Legislative Day to fall this year, it remains one of the most important events for TLW members. It is the chance to meet with your state senator and representative to discuss your issues of concern as a member of the hospitality industry. Make plans to attend TLW Legislative Day on Sept. 28.

2021-22 Legislature After being sworn in, legislators returned to the Capitol on Jan. 4, 2021, to begin the two-year legislative session. For the first time since 1956, Sen. Fred Risser (D-Madison) was not a member of the Wisconsin Legislature. The 93-year-old senator first served in the state Assembly from 1956 to 1961 and then the state Senate from 1962 until 2020. Sen. Risser holds the record for the longest serving member in a state legislature in U.S. history. Sen. Risser also served more than two decades as the Senate president. In the Senate, Republicans will hold a 21-12 majority. Longtime Senate Majority Leader Scott Fitzgerald won a seat in Congress and Sen. Devin LeMahieu (R-Oostburg) now leads the state Senate as majority leader.

Senate leadership • Majority Leader: Devin LeMahieu (R-Oostburg) • Minority Leader: Janet Bewley (D-Mason) • Senate President: Chris Kapenga (R-Delafield) • President Pro Tempore: Patrick Testin (R-Stevens Point) In the state Assembly, Republicans hold a 60-38 majority, with one vacancy. State Rep. Robin Vos returns as the Speaker of the State Assembly.

Assembly leadership • Majority Leader: Jim Steineke (R-Kaukauna) • Minority Leader: Gordon Hintz (D-Oshkosh)

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Although we’re moving Legislative Day to fall this year, it remains one of the most important events for TLW members. It is the chance to meet with your state senator and representative to discuss your issues of concern as a member of the hospitality industry. • Assembly Speaker: Robin Vos (R-Rochester) • Speaker Pro Tempore: Tyler August (R-Lake Geneva) The Legislature will have a new look this year as well due to a fairly large turnover in membership. The state Senate has nine new members and the state Assembly has 17. This equates to a turnover rate of approximately 20%. The Legislature’s new members are listed below.

New state senators District 10: Robert Stafsholt (R-New Richmond) District 12: Mary Felzkowski (R-Irma) District 13: John Jagler (R-Watertown) District 14: Joan Ballweg (R-Markesan) District 16: Melissa Agard (D-Madison) District 26: Kelda Helen Roys (D-Madison) District 28: Julian Bradley (R-Franklin) District 30: Eric Wimberger (R-Green Bay) District 32: Brad Pfaff (D-Onalaska)

New state representatives District 8: Sylvia Ortiz-Velez (D-Milwaukee) District 11: Dora Drake (D-Milwaukee) District 13: Sara Rodriguez (D-Brookfield) District 17: Supreme Moore Omokunde (D-Milwaukee) District 23: Deb Andraca (D-Whitefish Bay) District 29: Clint Moses (R-Menomonie) District 35: Calvin Callahan (R-Tomahawk) District 37: Vacant – To Be Filled on July 13 District 41: Alex Dallman (R-Green Lake) District 44: Sue Conley (D-Janesville) District 48: Samba Baldeh (D-Madison) District 55: Rachael Cabral-Guevara (R-Appleton) District 57: Lee Snodgrass (D-Appleton) District 69: Donna Rozar (R-Marshfield) District 75: David Armstrong (R-Rice Lake) District 76: Francesca Hong (D-Madison) District 89: Elijah Behnke (R-Oconto) District 90: Kristina Shelton (D-Green Bay) To register for TLW Legislative Day, please visit tlw.org. For more information about your state elected officials, please visit tlw.org/government-affairs/contact-officials. TLW www.tlw.org

ACCOUNTING ON TAP HOW CAN MY BUSINESS MAKE MORE MONEY? BY DAN BERGS, CPA

early every bar and restaurant owner wants the same few things — a profitable business, happy employees, and lots of hungry and thirsty customers. As a business owner, how do you get there? The following tips cannot only help you achieve a more profitable business, but can also help attain quality employees and happy customers.

Increase your revenue This sounds easy, but it can be challenging. The following are some tangible ways to increase revenue: • Make sure you are charging market prices for your food and beverages. • Create weekly specials that bring customers back for another experience. • Target your advertising to attract more customers, for example, sponsoring an adult sports league to bring in customers on weeknights. • Make outdoor seating available as it has become very popular over the last year. • Be prepared to host larger group events. • Set budgets for your business and review your financial statements to ensure that you are on track. Knowing your revenue goals and tracking them makes it easier to adjust things to meet those goals. • Train employees to cross-sell. When a group is ordering food, for instance, a server can ask if they want to try a new beer on tap or cocktail. If customers are ordering beverages only, train staff to follow up to see if they want to have an appetizer. Increasing revenue per customer is a great way to boost business profits.

Set internal controls Have a good handle on your business operations. This means training your staff well and rewarding them for high performance, including recognition for the highest sales per customer. It also means watching your profit margins on food and beverage sales to ensure they are meeting industry standards. If they are lower than expected, make sure controls are in place to avoid giving out free drinks or food, and ensure liquor inventory is not being stolen.

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Then there are the everyday controls to take into account, such as shaking drinks over ice to keep them cool and save on beverage costs, making sure refrigerators are closed tightly, ensuring proper lockdown procedures are in place every night to save on utility costs, tracking the number of drinks poured to ensure bartenders are mixing properly and making sure the appropriate customers are getting carded.

Manage your costs and profit margins Your profit margin is equal to your sales minus the cost of goods sold. To keep it in check: • Know your most profitable food and beverage items, and highlight them on your menu. • Manage inventory and supplier costs. Consider bulk purchases and supplier payment discounts in appropriate situations. • Invest in technology that can reduce labor costs. • Enroll in an insurance policy that provides good coverage at a reasonable cost. Review the policy annually. • Reinvest profits into the business. • Try to get the business out of debt to reduce your interest expenses and limit potential compliance costs associated with bank debt. • Monitor your general and administrative costs, and compare them to a budget so you are aware of potential increasing costs and can be ready to respond to them. Following these tips can help ensure that you are running your business successfully. Be ready to adapt to help serve your customers and community. Cheers to a fun and successful summer! TLW Dan Bergs, CPA, is a supervisor in the tax and business services department with Wegner CPAs LLP. The firm has offices in Madison, Baraboo, Waukesha and Janesville. This article is not intended to give complete tax advice, but a general review of subject matter. For more information, please contact Bergs at (608) 442-1986 or dan.bergs@wegnercpas.com.

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LEAGUE PROFILE MARATHON COUNTY TAVERN LEAGUE For the first time in many years, the league will additionally hold a golf outing in August.

In the back row, pictured from left to right are Dan Maas, Legislative Chairperson; Dale Elliott, President; Sharon Kingston, Membership Chairperson; Dan Baur, Treasurer; Joe Buckburger, Board of Directors; and Nancy Prahl, Vice President. In the front row, pictured from left to right are Andrea Stoiber, Facebook Coordinator and Board of Directors; Cheryl Fehl, Children’s Hope Fund Coordinator; Dana Prahl, SafeRide Coordinator; Heidi Edelburg, Sergeant at Arms; and Tammie Schumacher, Secretary.

he Marathon County Tavern League, according to President Dale Elliott, “has a smattering of everything.”

At 97 members strong, “we’re urban and rural, big and small,” says Elliott, who owns Dale’s Weston Lanes Family Bowling Center in Weston. “We’re one of the largest counties in the state. We have bars, restaurants, a bowling center, a golf course and more in our membership.” The majority of those members, he adds, are within a 30-mile radius of Wausau, which is the county’s largest community. Marathon County is also very tourism-oriented, as it offers the largest snowmobile trail system in Wisconsin. It is home to Granite Peak, one of the largest ski hills in the Midwest, and includes the highways 29 and 39 corridors.

The Marathon County Tavern League is introducing an upcoming membership event this year as well. The league has never had a membership chairperson, Elliott says, but with 297 licensed beverage holders in the county, there’s room to grow the local league. To help attract new members and thank existing members for their hard work and perseverance in 2020, the county league is hosting a membership picnic on Sunday, July 25, which will include food, music and the opportunity to camp. Licensed beverage holders will receive an actual invitation, similar to a wedding invitation, says Elliott, and can bring up to four people for free. “We want to show potential new members the camaraderie and support we can offer, and that this league supports its members,” he asserts. The Marathon County Tavern League offers a $25 incentive to any current member who recruits a new member, not to mention the board reaches out to businesses whose membership has lapsed to try and renew them and gather feedback. While Elliott is new to the president’s role, he’s been a member of the Tavern League since 1989. Now that he’s stepped into the position, however, he’s trying to rekindle some of the political activity Marathon County engaged in when longtime members Rod Fisher and Jim Troy were on the board during Elliott’s early years.

“We see a lot of good business in the wintertime with sleds and skiing,” says Elliott. “However, we’re also just like every other Tavern League in the state and a good part of our draw is local folks, so we have a nice diversity.”

“They were very politically active in our league and the state Tavern League. That kept Marathon County on the leading edge of knowing what was going on,” he says. To foster that, the county league organized its own legislative roundtable in 2020. The local state senator and both state representatives were in attendance.

To help support those local folks, the Marathon County Tavern League has its Children’s Hope Fund, which is the league’s charity arm. The name is a bit of a misnomer, though, as the fund provides to charities beyond those that benefit children. At a recent fundraiser to replenish the fund, the league raised about $10,000 to put back into its coffers.

Being an active member of the Tavern League, says Elliott, provides important information about issues facing businesses in the industry. “It gives you firsthand knowledge of everything going on in our state. We are the first to hear it and first to see it. If you’re not following this stuff, you’re going to get left behind,” he concludes.

Normally, the league also has spring and fall banquets, which typically raise $10,000 to $20,000 for the fund, but both were cancelled in the last year because of COVID-19. Elliott reports that, while these banquets are primarily attended by league membership, they are popular with vendors, too, plus some members bring staff or good customers as a thank you.

Elliott also appreciates how the Tavern League offers strength in numbers. “If everyone went on their own, no one would get anywhere. No one will talk to you about it, but by joining together on common issues, they’ll get addressed. It’s a lot faster and better to join together.” TLW

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BUSINESS SPOTLIGHT NANCY’S JAMAR’S

entorship goes a long way. Nancy Prahl worked in the tavern industry for years, but when she came to Jim and Mary Troy’s Jamar’s in Wausau in 2001, she was onto something special. The Troys were stalwarts of the Marathon County Tavern League. Jim served in many roles, including president and treasurer, and Mary started the county league’s Children’s Hope Fund. After owning the bar for about 15 years, they sold it to Prahl in 2006. “He was my mentor when I bought the place,” Prahl says of Jim. “And because he was so heavily involved, he inspired me to get involved with the Tavern League.” She even decided to keep the name Jamar’s, adding her name to it for clarity. “Jamar’s stands for James and Mary,” says Prahl. “It was such a good business and, having worked here five years before I bought it, I couldn’t think of anything better to call it, so I just added my name to it.”

“The Tavern League always has our back. It’s protected us from so many goofy things, especially this last year with the pandemic. It fought to open us back up and have the right to serve. It offers great support for this industry.” — Nancy Prahl, Nancy’s Jamar’s Nancy’s Jamar’s features a bar that seats about 14 people, with additional seating around the front area. Beyond a glass partition is a dining room that seats about 70 and there is an outdoor patio. The establishment opens at 11 a.m. Monday through Friday and noon on Saturday, and is closed on Sunday. The menu includes sandwiches and other bar food, but Friday boasts Jamar’s popular fish fry. Prahl’s daughter, April, runs the kitchen and often comes up with new menu ideas. Prahl’s granddaughter, Sequoia, also works at Jamar’s.

potato salad is the recipe of my grandma on my dad’s side and our American is from my grandma on my mom’s side. We really are a family-oriented business,” says Prahl. And around the holidays, Jamar’s becomes the talk of the town for its unique holiday décor. When she purchased the bar, Prahl also bought Mary’s expansive collection of Santa Clauses, and she’s added dozens and dozens more over the years. “We have all of these Santas and thousands of lights at the holidays,” reports Prahl. “It really is a sight!” Prahl believes that what people enjoy most about Jamar’s is the camaraderie. “It’s the sort of place where you can sit and talk, and get to know people,” she says. “I work every Wednesday and Thursday night. I really enjoy being around people, talking and listening and joking. I think that’s a big thing in this industry … You have to like people. And I’m very fortunate that they like coming to Jamar’s.”

“We offer good food at a good price,” says Prahl. “We do great things in the kitchen.”

Prahl became a Tavern League member shortly after she purchased the bar. She moved into the Marathon County Tavern League vice president role not long after that. “The Tavern League always has our back,” says Prahl. “It’s protected us from so many goofy things, especially this last year with the pandemic. It fought to open us back up and have the right to serve. It offers great support for this industry.” TLW

The Friday night fish fry includes an array of fish, such as walleye, haddock, perch and bluegill, as well as homemade potato salads using time-honored recipes. “Our German

NANCY’S JAMAR’S 4011 E. Wausau Ave., Wausau, WI 54403 (715) 845-2949

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CHARITY SPOTLIGHT CHRISTMAS IN JULY CHARITY TOY RIDE

reg Cemke may be best known for his recurring role as Santa Claus, which he plays each July as the star of the Christmas in July Charity Toy Ride. This annual event supports Marshfield Children’s Hospital, the designated children’s hospital for central and northern Wisconsin. “The goal is to put smiles on the faces of the children and their parents,” says Cemke. “A lot of the kids haven’t smiled in a long, long time — a lot of the parents haven’t either. I’m trying to help them forget about this hospital experience for a bit. And with that, I’m able to bring joy and happiness to those children.” Cemke’s Santa Claus transformation story began 11 years ago when he was in a major all-terrain vehicle (ATV) accident. Long story short, Cemke shouldn’t have survived. “As the doctor told me, ‘We gave you no chance of surviving. The man upstairs, so to speak, must think you’re supposed to do something in your life and is giving you another shot.’” Cemke, who has no recollection of the accident or his first week in the hospital, says that “woke him up.” Initially, he committed himself to supporting St. Jude Children’s Research Hospital, which is based in Tennessee. People would often ask why he wasn’t doing something more local, but he let it slide. Then a series of events made him rethink the possibility of staying local after the opportunity to do a Christmas in July event at St. Jude Children’s Research Hospital in Tennessee fell apart. “I thought that was the end of the story. I had my heart set on it,” says Cemke. “I have something very deep in my heart to help children in need.” But then he remembered what people had been saying: Do something local. “Out of the clear blue sky, I called Marshfield Children’s Hospital and asked, ‘Do you know what Christmas in July is?’” Now in its seventh year, the Christmas in July Charity Toy Ride raises funds to purchase toys for patients at the

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children’s hospital. In 2020, Cemke was able to purchase 3,500 toys. He partners with Bull Falls Harley-Davidson in Wausau and, with a crew of “elves” on motorcycles, cruises to the Marshfield Children’s Hospital in full Santa regalia. A Harley-Davidson truck follows with the toys. After visiting patients and delivering toys, Santa and his crew head back to the dealership for a program with music, raffles and a featured guest — a miracle child who has pulled through his or her diagnosis. Cemke also raises money for items that are not in the hospital’s budget, such as virtual reality (VR) goggles. Prior to surgery, patients are typically given antianxiety medication to help them relax by bringing their heart rate and blood pressure down, but it can make them feel terrible after surgery. Researchers found that playing a calming program on VR goggles for young patients before surgery works similarly to the antianxiety medication, but without the postsurgery side effects. “They are such wonderful things,” Cemke says of the goggles. In 2020, Cemke was concerned about his ability to raise money as his regular contributors — service clubs like the Lions, Rotary and Kiwanis — weren’t meeting or doing their own fundraisers because of COVID-19. But the Marathon County Tavern League came through. The Marathon County Tavern League has supported Cemke’s charity the past three or four years, providing $1,000 annually. In 2020, however, knowing the challenge Cemke faced, the league supported him with more. “I hoped I would get $1,000, but when the league presented me with a big check at Harley-Davidson for $4,000 … oh my! It was great to work with them to help the children. I couldn’t do this without them.” To support the Christmas in July Charity Toy Ride, please contact Cemke at g.cemke@outlook.com or visit facebook. com/christmasinjulycharity. TLW www.tlw.org

LEAGUE LEADER SPOTLIGHT DALE ELLIOTT President of the Marathon County Tavern League Dale’s Weston Lanes Family Bowling Center, Weston Q. Tell us about your background, including your family, location and business. I started working in a bowling center in Merrill during high school. Then in 1989, I bought my own small, 16-lane bowling center in Weston — Dale’s Weston Lanes Family Bowling Center — which eventually grew to 60 lanes. It is now the second largest bowling center in Wisconsin, with two banquet halls, a billiards hall, a game room, several bars, an outdoor volleyball court and horseshoe pits. I also operate the Central Wisconsin Convention & Expo Center, where there’s lots of space for lots of events, from weddings to conventions and expos, in Rothschild.

Q. What do you enjoy most about being in a leadership position with the TLW? I just enjoy making things happen and having members understand that we all need to work as hard on our business as in our business.

Q. How else are you involved in your community? In addition to supporting the TLW and Bowling Centers Association of Wisconsin, I run the local high school and middle school bowling teams. I also chair the Visit Wausau Sports Authority. TLW DALE’S WESTON LANES FAMILY BOWLING CENTER 5902 Schofield Ave., Weston, WI 54476 (715) 359-8488 | daleswestonlanes@letsgobowl.org westonlanes.com

Q. What interested you in becoming a Tavern League member? I like to give back to my industries. They help me and I try to help them. For example, I am also a board member for the Bowling Centers Association of Wisconsin and even acted as president from 1998 to 1999.

Q. What Tavern League offices have you held? I have been a member since 1989, but I have just been elected as the Marathon County Tavern League president this past year.

Q. In your opinion, what are the most important issues facing Tavern League members today? The most important issue facing the Tavern League today is membership and how to activate it. Legislative and government issues are high on the list, too.

Q. You represent Marathon County. Are there specific issues unique to the area? We have a large county with some very active members, but we always try to get more establishments to attend our meetings and events, and help keep our Tavern League moving forward. For instance, we have really jump-started our fundraising events and are planning a free picnic for members in July.

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262-336-9624 wimilkcaps.com JULY/AUGUST 2021

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FEATURED AFFILIATES Wisconsin Restaurant Association As restaurants were struggling to survive in 1931 (during the Great Depression), Herman Lehman, the owner of Milwaukee’s Boston Lunch, and Walter Mase, director of the Hotel and Restaurant Division of the Wisconsin Board of Health, arranged the first meeting of what was to become the Wisconsin Restaurant Association (WRA). “As an association today, we’re 100% focused on giving our members the tools they need to succeed, and aim to be the champion on issues that make a difference in the world of restaurants, bars and other hospitality businesses,” says Kristine Hillmer, president and CEO of the WRA. Through the association, WRA members gain access to information, services and resources to help them better run and promote their businesses. “Restaurant operators are busy getting pulled in a lot of different directions with the day-today management of running their businesses, which doesn’t make it easy to stay on top of the constant changes,” says Hillmer. “It’s the WRA’s job to protect their businesses and get them the info they need when they need it.” It is important for the WRA to work with other groups — like the Tavern League — that have similar interests in order to make a greater impact. “The WRA has joined forces with the TLW on many occasions, particularly on legislative issues that affect both restaurants and taverns,” says Hillmer. “Being based in Madison allows our lobbyists to be there immediately whenever issues arise at the State Capitol that affect restaurant and hospitality businesses.”

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To support the education, training and charitable work of the association, the WRA Education Foundation was created in 1987. “Whether it’s helping high school students discover their passion for hospitality through the ProStart Program, awarding scholarships to students pursuing a culinary or hospitality degree, or providing ServSafe Certification trainings for current employees, the foundation offers essential programs to meet the needs of an evolving industry,” says Hillmer.

“The Wisconsin Restaurant Association has joined forces with the TLW on many occasions, particularly on legislative issues that affect both restaurants and taverns.” — Kristine Hillmer, Wisconsin Restaurant Association Last year, the WRA additionally pivoted to providing valuable virtual training and education through the Restaurant Insights Summit and Foodie Virtual Hub food demo series, as well as webinars on timely issues like tax credits and the WRA’s member rebate program. Many inperson events will be starting up again as well. “Restaurant and bar operators are some of the most amazing people you will ever meet,” says Hillmer. “Even through the extremely difficult past year, they are resilient and strong and ever-focused on taking care of their employees and their customers. We are proud to be able to help Wisconsin’s unique and wonderful restaurant businesses survive and thrive.” WISCONSIN RESTAURANT ASSOCIATION 2801 Fish Hatchery Rd., Madison, WI 53713 (800) 589-3211 | wirestaurant.org

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FEATURED AFFILIATES ECTING YOU PROT ®

Enviro-Master Services of Milwaukee When layoffs due to COVID-19 abruptly halted his 20year career in IT, Milwaukee native David Poll took the opportunity to explore ownership of a business franchise. After evaluating more than 20 different options, he decided to purchase Enviro-Master Services of Milwaukee in October 2020. The company now provides commercial sanitization services to all of southeastern Wisconsin. Though starting with a new business during a pandemic was rough at the beginning, demand for Poll’s cleaning services soon kicked in and phones were ringing off the hook. “Our core business is the sanitizing of commercial restrooms,” says Poll. “We serve various types of businesses, but are very heavy in the bar and restaurant area.” Enviro-Master already had multiple products — including electrostatic sprayers — in its arsenal to help businesses disinfect their space that were implemented during the H1N1 outbreak, years prior to the COVID-19 pandemic. “We are a health and safety company, and I like helping my customers feel good about opening back up by providing cleaning services they can trust,” says Poll. Poll says the company’s weekly restroom-cleaning service resets a commercial bathroom to “sparkle,” getting under rims and eliminating the persistent odors that make a bathroom smell like a bathroom. This weekly reset makes the intermediary cleaning easier, and frees up employees to serve

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customers or make drinks, saving business owners money in the long run. “We provide and maintain things a business has to purchase anyway, like air fresheners, scented urinal screens and liquid foaming soap throughout an establishment,” says Poll. “Most people equate the cleanliness of the bathroom to the cleanliness of the establishment, so doing a little extra in the restroom area pays off.”

“We are a health and safety company, and I like helping my customers feel good about opening back up by providing cleaning services they can trust.” — David Poll, Enviro-Master Services of Milwaukee Poll says he learned about the TLW through a member, and knew he needed to get involved immediately to connect with his customers and the community. He started attending local TLW meetings and hopes to be an exhibitor at the Fall Convention. As he has gotten to know more of his clientele, Poll is even more confident about his decision to venture into a new business serving the community where he was born and raised. “I honestly feel good about the services I provide,” he says. “It makes bars and restaurants a healthier place for the employees and the customers.” TLW ENVIRO-MASTER SERVICES OF MILWAUKEE 2626 S. 162nd St., New Berlin, WI 53151 (262) 592-5061 enviro-master.com/commercial-cleaning-locations/milwaukeewisconsin

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NEW MEMBERS NEW TLW MEMBERS AS OF JUNE 20, 2021 DISTRICT 1

DISTRICT 3

Ozaukee County

DISTRICT 6

Kenosha City

Crawford County

Brown County

Twin Lakes Area Chamber & Business Association Marilyn Trongeau Twin Lakes

Wooden Nickel Ed Slayton Ferryville

Lime Cantina Bradley Devorkin Cedarburg

Kenosha County

Asgard Axe & Tap Dennis Mitchell Wisconsin Dells

Somers Sportsmen’s Rod & Gun Club James Badtke Somers

Racine City

Dells/Delton Area

Ravina Bay Gracijus Jankauskas Wisconsin Dells

Pair of Aces Sports Bar and Grill Crystal Zaehler and Marco Arteaga Racine

Grant/Iowa County

Richard’s Bar and BBQ Richard Smetana Racine

Juneau County

Racine County

Kozy’s Pizza Tanya Shultz Mauston

Log Cabin Tavern Burlington

Walworth County Lauderdale Lakes Country Club Kristy Dowling Elkhorn The Pier Patrick Hogan Lake Geneva

DISTRICT 2 Columbia County Lucky Aces Sports Bar and Grill Jeremy Holtan Pardeeville

The Mineral Point Hotel John Spady Mineral Point Emerald Lounge Mauston

The Way Station Steve and Tracy West Mauston La Crosse City/County King’s Korner Dan King La Crosse

Mayville Golf Course Ryan Hurst Mayville Pumpkin Center Tap Annette Gahlman Juneau

Jefferson County Harry ‘Z Boondocks Harold Zirbel Watertown

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Steve’s Another Round Stephen Kehler Pulaski

The 300 Club of Green Lake Erika Lopez Green Lake

The Tarlton Theatre Tarlton Knight Green Bay

Marathon County

Door County

Arrow Sports Club and Grill Hunter Tesmer Wingle Gorski’s Shawn Gorski Mosinee Matt’s 101 Pub Matt Brewer Wausau

Sunset on Riley’s Point Chris and Brenda Elfner Sturgeon Bay

Kewaunee County MJ’s Footbridge Jeff and Melissa Van Pay Kewaunee

Marinette County

Steel Mill Saloon Michael Gaillard Peshtigo

Rock Ridge Orchard Daniel and Julie Knetter Edgar

Outagamie County

Brick House Laurie Baumhardt Fond du Lac Coustie Bar Dean Fleischman Campbellsport The Hive Erika Daleiden Fond du Lac

Manitowoc County

Covered Wagon Wendy Russel Manitowoc

Green Lake Area

DISTRICT 5

Rib Mountain Taphouse Todd Link Wausau

Fireball Lanes Bar & Grill Jamie Solchenberger Kendall

4MacFam Steven McKenzie Cross Plains

Rockabilly’s Saloon Mark Aviles Green Bay

Monroe County

Madison/Dane County

The Neighbors Bar & Grille Chris Potratz Waukesha

Nite Owls Mike Duchelle West Bend

Overtime Grill & Pub Terri Cherney De Pere

Cheers Too Shannon Knope Coleman

Four Seasons Family Restaurant Timmy Adema Manitowoc

Waukesha County

Doodles Bar Michael Chocolinski Hartford

Dave & Buster’s John Dunn Green Bay

Missy’s Corner Pub Melissa Erickson Rothschild

Fond du Lac City/County

Dodge County

Big Guys Hartford

Sloopy’s Alma Mater Ben Neumann La Crosse

DISTRICT 4

Neil’s Wine House Neil Shortreed Portage

Washington County

Cory’s Corner Bar and Grill Cory Filler De Pere

Oshkosh/Winnebago County Wedgewood Golf Course Tracy Moore Omro

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Sunrise Bar Richard Kutil Wausau

Marquette County Knickerbocker Landing Jennifer Knickerbocker Princeton

Portage County Cozy Kitchen Lois Henke and Terry Check Stevens Point

Appleton Yacht Club Andy Potter Appleton Carter’s Caboose Debra Terry Appleton The Mad Apple Burger and Billiard Co. Kendal Koch Appleton Y Go By Bar and Grill Joseph Schomisch Appleton

The Frontier Restaurant William Mansavage Amherst

DISTRICT 7

Lake Emily Inn Jody Dustin Amherst Junction

Arnold Bar Eric Hurburt Sheldon

Waupaca County

Blue Marble Pub 16 Heather Marble Chippewa Falls

Gophers Kay Ladwig Iola

Chippewa County

Cornell Lake Resort Doug Asher Bloomer Curve Inn Amy Dircks Stanley

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NEW MEMBERS Clark County

Polk County

Greater Northwoods

DISTRICT 9

Red Daisy Girl Carey Hargot Owen

Pub 35 Cally Peper St. Croix Falls

Silver Dollar Saloon William Salonek Hurley

Milwaukee County

Wedges Creek Jeff Volovsek Hudson

Trempealeau/Buffalo County

Oneida County

Eau Claire City/County Somewhere Pub Justin Held Altoona

Jackson County Osseo Golf and Recreation Center Ronald Johnson Osseo

Pepin County Captain’s Legacy Bar and Grill Dawn Johnson Pepin

Pierce County Big Dog Daddy’s Roadhouse John Gabrick Bay City

Paradise Bay Christine Windsor Trempealeau

Mackz Hideaway Lake Tomahawk

Superior/Douglas County

Roadhouse Bar Lynette Sweazey Fountain City

Checkerboard Bar Art Morgan South Range

DISTRICT 8

Middle River Tavern Roger Smith Poplar

Ashland/Bayfield County Drop Tine Bar and Grill Paul Conley Mellen Pine Point Lodge Jack Martinsen Iron River

Burnett County T-Dawgs Bar and Grill Valerie Fisk Grantsburg

Freight 38 Steven Westerhausen Milwaukee Irish Cottage Jim Losniecki Franklin O’Lydia’s Bar & Grill Linda Sackett Milwaukee Thirsty’s Todd Schreier Oak Creek Whitetail Michael Sampson Milwaukee

Taylor County Lisa’s G Spot Tavern & Campground Lisa Jensen Sheldon

Vilas County Sand Lake Pub Marti Primich Phelps

The TLW Member of the Year Award The TLW Member of the Year Award is presented annually at the Fall Convention & Trade Show. Please take a moment to nominate a TLW member who has demonstrated a commitment to his or her community and the Tavern League through service or leadership. Please include such information as community involvement, awards, endorsements, references, leadership positions (TLW or otherwise), etc. Complete the online application at tlw.org/awards, or fill out the form below and email it to info@tlw.org or mail it to Tavern League of Wisconsin, 1818 Parmenter St., Ste. 300, Middleton, WI 53562. Nominations must be received by Aug. 15, 2021.

Nominee’s Information: Name Business City, State, Zip Local League Please state why you feel this person should receive the TLW Member of the Year Award. (Attach additional information and supporting documentation if necessary.)

Your Information: Name Local League Phone Number

Date

Thank you for submitting this entry. Please return to the TLW office or email info@tlw.org. 1818 Parmenter St., Ste. 300, Middleton, WI 53562 • Deadline is Aug. 15, 2021 www.tlw.org

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AFFILIATE MEMBERS TLW AFFILIATE MEMBERS AS OF JUNE 1, 2021 21st Century Financial Services 3 Sheeps Brewing Company A-1 Amusement Ackley Novelty Adams County Chamber of Commerce & Tourism Allied Games American Entertainment Services American Family Insurance/Chris R. Lueth Agency American Income Life Insurance Company Amusement Devices Inc. American Society of Composers, Authors and Publishers (ASCAP) Ansay & Associates B&K Bar Supplies B-M Music & Games Badgerland SenText Badger Mutual Insurance Company Baird Financial Advisors/ Farley Forster Herbenson Group Baraboo Sysco Food Services BarRags Drinkwear Bay Towel Linen and Uniform Rental Bayland Insurance Benedict Refrigeration Service Berg Company Best Bargains Inc. Bevinco Bill’s Distributing Blue Honey Bio-Fuels Bob Schuchardt Insurance Agency Bowling Centers Association of Wisconsin Brakebush Brothers Brass Foundry Brewing Company Brat Stop Products Brew Pub Lotzza Motzza Pizza Bromak Sales Inc. Bullseye Games Captain Ken’s Foods Certified Professional Restoration

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Chambers Travel Community Business Development Corporate Casuals LLC D&D Amusement Games Davis & Kuelthau Delafield Brewhaus Delicious Foods of Wisconsin Inc. Demon Spirits DeVere Company Inc. Edge One Emil’s Pizza Enviro-Master Services of Milwaukee e-tailer Inc./RocketDSD EZ Dock/Pike Dock and Marine Fabiano Brothers Inc. Face Card Promotions/ Ad-Tabs Fein Brothers Five Verdons LLC Flanigan Distributing Flashpoint Designs Flipside Coin Machines Forest Floor Foods Frank Beer Distributors General Beer Northeast Inc. Gimbel, Reilly, Guerin & Brown Glavinsured Agency Inc. Great Lakes Beverage Great Northern Amusements Gunderson Uniform and Linen Rental Haenco Supplies Holiday Wholesale Inc. The House of Insurance Howe’s Aim to Please Vending HSC Business Brokers Illinois Casualty Company Indeflex Indianhead Foodservice Distributor Inkworks The Insurance Center The Insurance Group Johnson Brothers Kaufhold’s Kurds Kessenich’s Ltd. KLB Insurance – Illinois Casualty La Crosse Distilling Company

JULY/AUGUST 2021

La Crosse Loggers Baseball Club Lamers Bus Lines LC Branding LCSI Lebby’s Frozen Pizza Lee Beverage of Wisconsin LLC Lincoln Contractors Supply Inc. M & R Amusements & Vending LLC Magic Tap LLC Magnuson Inc. Mass Appeal Inc. MBE CPAs Metropolitan Food Service Equipment Midstate Amusement Games Midwest Amusements Midwest Coin Concepts Milwaukee Brewers Mitchell Novelty Company Modern Cash Register Systems Modern Specialty Company Motion Technology Inc. Murphy Desmond S.C. National Metalwares Furniture Nei-Turner Media Group Northern Lakes Amusement Northern Oasis Spirits Northwest Coin Machine Northwoods Fire Protection LLC Numbskul Beverage Pabst Brewing Company Paradise Printing Company Park Ridge Distributing Inc. Pay Zero Processing Solutions Pecatonica Beer Company Pehler Brothers Distributing PepsiCo Precision Pours Inc. Premier Draft Solutions PretzelHaus Bakery/ FUNacho Pro3 Solutions LLC Purecart Enterprises LLC Quaker Bakery Brands

Racine Amusement Inc. Red’s Novelty Ltd. Reinhart Foodservice LLC Retail Control Solutions Retriever Merchant Solutions Rhinelander Brewing Company/Minhas Riverside Foods Rum Runner Tropicana Rush Creek Distilling S&S Distributing Inc. Sales & Income Tax Advisory Network Sam’s Amusement Sanimax Saratoga Liquor Company Inc. Schmidt Novelty Scott’s Vending Inc. Sketchworks Architecture SNfood & Beverage Sports Impressions Stansfield Vending Star Business Machines Stevens Point Brewery Superior Beverages LLC Superior Business Systems Superior Vending Taylor Enterprises of Wisconsin Inc. Think LLP Tiger Amusement Tom Sawyer Amusements Tri-Mart/Midwest Food & Tobacco Group Tricky Dick Specialties 2 Van’s Fire & Safety Inc. Van Bookkeeping LLC Vern’s Cheese Inc. Viking Log Furniture Vincent, Urban, Walker & Associates Wausau Coin Machines Inc. Wisconsin Hospitality Insured Wine Institute Wisconsin Growing Company Wisconsin Motorcycle Roads Travel Guide Wisconsin Restaurant Association Wisconsin Souvenir Milkcaps Xtreme Bar Bingo www.tlw.org

Riding Into the Sunset The TLW partners with an organization to support a Wisconsin Dells war veteran.

hanks to the generous support of the Wisconsin Tavern League Foundation, Marine Sergeant Rick Erickson of Wisconsin Dells became the 18th Wisconsin veteran to receive a Harley-Davidson motorcycle as part of the Hogs for Heroes program. And for the first time, the TLW stepped up and raised funds to fully pay for the bike. After beating cancer, Erickson enlisted at age 25 and, one year later, volunteered to deploy to Iraq’s deadliest combat zone for six months. Upon separating from service, the first thing he did was buy a motorcycle — and ride to free his mind. He rode for 12 years. Then, two years ago, he sold his bike to pay for a necessary remodeling project. Rick Erickson sits down with Fox News anchor Todd Piro and a beer — a Capital Brewery Hogs for Heroes Golden Ale to be specific. Piro and his crew flew in from New York City for the day just to capture the event.

Rick Erickson selected his bike from the Wisconsin Harley-Davidson showroom floor in Oconomowoc. This was the one that captured his heart.

Now Hogs for Heroes and the TLW are helping Erickson smooth over this rough road with a white 2017 Harley-Davidson Street Glide, which he selected from the showroom floor at Wisconsin Harley-Davidson in Oconomowoc. Hogs for Heroes handed Erickson his keys at a special ceremony held at The Keg & Patio in the Wisconsin Dells on May 23 with about 150 friends, family and supporters. Hogs for Heroes started in 2015 with the goal of giving one bike a year to a selected Wisconsin veteran. Since then, this small, family nonprofit has put a total of 17 injured Wisconsin veteran riders back on the road with beautiful Harley-Davidson motorcycles. Volunteers work year-round to raise funds for bikes to gift during Wisconsin’s riding season. The TLW will continue to support Hogs for Heroes to give more veterans a chance at “wind therapy” and thanks Hogs for Heroes cofounder Audra Thompson for partnering with the TLW on this event. TLW

Several of the past Hogs for Heroes recipients were present to welcome Rick Erickson as another brother into the family. www.tlw.org

The TLW is proud to support Hogs for Heroes and the purchase of Marine Sergeant Rick Erickson’s bike. The TLW plans to continue its partnership with Hogs for Heroes and support more veterans with this special program.

Rick Erickson’s youngest daughter is his first passenger and their first stop is for ice cream — just like they used to do before having to sell his previous bike. JULY/AUGUST 2021

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INDUSTRY TRENDS customers meet this demand by revamping cocktail menus and enhancing beverage experiences.” Breakthru relies on its technology to convert data to business intelligence that drives a better understanding of consumer behavior, putting these insights to work in every market for supplier and customer partners. Consumer data shows strong trends in consumer spending, which is up 4% in March 2021, with consumer confidence also nearing pre-pandemic levels. Breakthru data shows a nearly $10 average price per case increase in April 2021, with four markets — Arizona, D.C., Delaware and Wisconsin — more than doubling that increase compared to 2019. Overall, premiumization continues to accelerate across categories with particularly strong growth in fine wine, ultra-premium tequila, mezcal, cognac and North American whiskey. Along the same lines, restaurant reservations were up in April in nine out of Breakthru’s 13 markets vs. the previous month (March). This is only expected to increase into the summer season.

Demand for on-premise premium wine and cocktails surges

s bars and restaurants across the country continue to reopen, Breakthru Beverage Group, a North American beverage distributor with operations across the United States and Canada, is seeing particularly strong demand for fine wine and premium cocktails across its footprint. Driven by Millennials and Gen Xers who are more comfortable dining out post-vaccine, on-premise spending is surging. On-premise spending data in markets like South Carolina, Arizona, Florida and Virginia show a collective 6% increase in average sales compared to 2019. “We’re seeing better-than-expected volume trends in those markets that are further along in the reopening process as consumers are relishing the chance to be back out with friends and family,” says E. Lloyd Sobel, the chief commercial officer at Breakthru Beverage Group. “Consumers are not just going out more, they are spending more by opting for a premium bottle of wine or quality cocktail. Through our extensive portfolio that embraces a network-wide focus with market specialization, we pivoted quickly to help our

“The appeal of something different, something fresh and new, when developing cocktail menus this year complements the classics and bolsters variety.” — Alex Alfonso, Breakthru Beverage Group 32

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“Even before the pandemic struck, we saw a sustained trend of premiumization in the fine wine category, and a more educated consumer seeking out greater variety and a unique wine experience. Our team of highly trained wine specialists hit the ground running post-COVID offering a concierge-style service and more specialized approach to fine wine that helps our customers build their wine programs to satisfy consumer demands,” notes Daren Cliff, senior director of fine wine at Breakthru Beverage Group. Consumers are also increasingly drawn to the story behind the brand. Breakthru takes the responsibility of representing all partner brands in the last mile to the consumer seriously. Whether that’s an emerging, organic or local brand, using virtual learning and digital marketing programs to educate bar and restaurant accounts, innovative engagement plans prove to be successful. “We have seen a large number of requests from bar and restaurant owners looking to reopen with refreshed menus featuring new, creative cocktails using high-quality craft spirits,” says Alex Alfonso, a beverage development specialist at Breakthru Beverage Group. “For the past year, many consumers have been stuck in their homes mixing classic cocktails like an old-fashioned, Manhattan or margarita with standard brands. “Restauranteurs and beverage teams are now looking to attract consumers back to the bar by adding innovative new cocktail recipes using brands not typically found in a consumer’s home bar. The appeal of something different, something fresh and new, when developing cocktail menus this year complements the classics and bolsters variety.” www.tlw.org

INDUSTRY TRENDS All flavors of this hard tea seltzer include: • English Breakfast Tea, Lemon & Lime • Darjeeling Tea & Hibiscus Flowers • White Tea, Raspberry & Watermelon • Matcha Tea, Pineapple & Chamomile • Jasmine Tea, Blueberry & Lemon

Summer is here and canned cocktails are all the craze

s consumers emerge from more than a year of isolation and with the official start of summer behind us, Talkwalker, a consumer intelligence platform, found canned beverages to be among the top emerging trends in consumer spending and social media conversations for the summer. And there’s a lot to say about the canned cocktail craze. Conversations already point to an evolution in the malt beverage category — from hard seltzer to extra-hard seltzer to canned cocktails becoming ubiquitous to new ways to consume these products (like slushies or popsicles) reaching a critical cultural mass. Either way, it’s shaping up to be a sweet, boozy summer.

These boozy beverages are made with 100% real ingredients, organic tea, no added flavors and no added sugars. Not only are these hard tea seltzers comparable in calories and carbs to leading hard seltzers, but each fruity and floral flavor is also thoughtfully crafted by tea experts, including founder and tea sommelier Jennie Ripps.

Add single-serve, low-calorie wine to your beverage MYX

oday’s consumers are more educated and health-conscious, constantly seeking options that are better for them, so after many years of success with MYX Fusions Moscato and Sangria, MYX Beverage is now entering the lower-calorie, low-alcohol wine segment with MYX Light Chardonnay and Rosé. The company is excited to offer consumers what they are demanding — two new wines with great flavor, fewer calories and less guilt, all packaged in convenient four-packs of cans. MYX Light Chardonnay is a slightly dry wine with fresh, crisp notes of apple, Romagna pear and lemon, whereas MYX Light Rosé is made from Barbera grapes showcasing refreshing hints of strawberry, raspberry and citrus. Imported from Italy, both wines feature 75 calories per 5-oz. serving, 5% alcohol by volume, and a gluten-free, kosher-certified product.

Here is a top 10 list of year-to-date discussions of hard seltzer that mention a flavor in the U.S. Each flavor represents a percentage of the total 18,000 hard-seltzer flavor conversations: • Lemon, 39% • Mango, 10% • Plain, 9% • Cherry, 7% • Strawberry, 6.5% • Lime, 6% • Peach, 4.3% • Pineapple, 4% • Raspberry, 3.4% • Watermelon, 3.4%

Fresh-brewed tea, sometimes bubbly and always boozy

wl’s Brew, a first-of-its-kind boozy tea, is now available in Wisconsin, including a newly launched, refreshing flavor — Jasmine Tea, Blueberry & Lemon. This new flavor will be part of the Owl’s Brew Par-Tea Pack 2 (with a 4.8% alcohol by volume), along with Matcha Tea, Pineapple & Chamomile, and White Tea, Raspberry & Watermelon flavors.

www.tlw.org

Peter D. Reaske, MYX Beverage CEO, says, “We knew that, if we entered the on-fire light category, we needed a product that didn’t compromise taste or quality, and at 75 calories per serving, MYX Light delivers exactly what consumers are looking for — greattasting, sessionable, refreshing, easy-to-drink, lower-calorie wines.”

Digging honey mint syrup in a South-Facing Light tequila cocktail

or a bright, summery substitution, replace the simple syrup called for in cocktail recipes with honey mint syrup, according to Greendigs, an online, custom-curated indoor plant provider. Whenever you’d like to add a little sweetness, fresh mint honey syrup is an easy staple. Simply follow the directions below before adding it to your SouthFacing Light tequila cocktail. JULY/AUGUST 2021

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INDUSTRY TRENDS SYRUP INGREDIENTS • 1 Bunch of Mint • 1 Cup of Honey • ½ Cup of Water • Wooden Spoon • Saucepot • Strainer • Mason Jar with a Lid or a Jar with a Swing-Top Closure

SYRUP RECIPE Add 1 cup of honey and one bunch of mint to a saucepan over medium-low heat. Stir the mixture, lightly tamping it with a wooden spoon to release the mint oils into the honey. Add 1⁄2 cup of water and bring the syrup to a light boil. Finally, remove the mixture from the heat and stir again. Let it cool, then pour the syrup through a strainer into a Mason jar or swing-top bottle. The concoction should keep for three to four weeks refrigerated.

• ¾ oz. of Fresh Lime Juice • ¾ oz. of Honey Mint Syrup • Shaker Tin or Mason Jar with a Sealable Lid • Stemmed Cocktail Glass • Measuring Device • Strainer

COCKTAIL RECIPE Shake all of the ingredients listed above with ice until wellchilled, then strain into a cocktail glass. Garnish with an expressed mint leaf. (To release oils for a pleasant aroma, simply place a mint leaf in the palm of your hand and give it a light smack with your other hand.) TLW

COCKTAIL INGREDIENTS • 2 oz. of Tequila or an Alcohol-Free Substitute (Such as Seedlip)

ADVERTISER INDEX Anheuser-Busch. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 35 anheuser-busch.com Ansay & Associates. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4 ansay.com B&K Bar Supplies . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34 bandkbarsupplies.com Badgerland SenText. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11 sentextsolutions.com

Wisconsin Souvenir Milkcaps

PULLTAB PROMOTIONS

Great Proﬁts Employee Incentive Program Used Pulltab Machines Available More Info: 262-336-9624 daytonyoung@wimilkcaps.com www.wimilkcaps.com

Breakthru Beverage Group. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26 breakthrubev.com Cornerstone Processing Solutions. . . . . . . . . . . . . . . . . . . . . . . . . 27 cornerstoneps.net Molson Coors Beverage Company. . . . . . . . . . . . . . . . . . . . . . . . 36 molsoncoors.com Northwoods Fire Protection. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15 northwoodsfireprotection.com Society Insurance. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16, 17 societyinsurance.com

Stools, Tables, Booths, Outdoor Furniture, Glasswashers and Full Line of Bar Supplies. 5 Year Frame Warranty Available 25 Year Affiliate Tavern League Member

Wisconsin Amusement and Music Operators (WAMO). . . . . . . . . 9 wamo.net

414.259.9161 • contact@bandkbarsupplies.com

Wisconsin Souvenir Milkcaps. . . . . . . . . . . . . . . . . . . . . . . . . 25, 34 wimilkcaps.com

www.BandKBarSupplies.com

On Premise

JULY/AUGUST 2021

7100 W. Greenfield Ave., West Allis

www.tlw.org

S AV O R E V E R Y S I P. 95

CALORIES

3.6

CARBS

BREWED WITH

TA N G E R I N E PEEL

On Premise July/August 2021

Articles inside

Advertiser Index

ABL Dispatch

Featured Affiliates

President’s Perspective

Industry Trends

Legislative Notes