Paul J.

Hurley

Annotated Bibliography

Arlington County Government. (2011, July). General Land Use Plan for Columbia Pike in Arlington, VA. Retrieved July 22, 2011, from Arlington Economic Development: http://www.arlingtonvirginiausa.com/index.cfm/5107 This resource is a map of the Columbia Pike neighborhood in Arlington, Virginia. It is available on the Arlington Economic Development website so all of the data is accurate and updated frequently. Restaurants can only operate in commercially zoned areas so this illustrates what locations are potentially good targets for a brewpub. All of the other Arlington neighborhoods are also mapped out and available on this website as well. Arlington County Government. (2011, July 15). Human Services: Permits and Licenses Issued by the Department of Human Services. Retrieved July 22, 2011, from Arlington Virginia: http://www.co.arlington.va.us/departments/HumanServices/publications/permits/HumanS ervicesPermitsPermitsLicenses.aspx This is a very important resource that is found on another Arlington Virginia website. Since it is a government site it is highly credible and updated frequently. The information of interest is in regards to permits and licenses. There is also plenty of information available about starting a business in Arlington but it redirects you to the Arlington Economic Development website. Other information of interest includes lists of other restaurants and competitors. Baginski, J., & Bell, T. L. (2011). Under-Tapped? An Analysis of Craft Brewing in the Southern United States. Southeastern Geographer, 165-185. This article comes from a scholarly geographic journal. The authors show that the Southeastern part of the United States is very under-served in regards to the ratio of brewpubs to every 100,000 people. This is important because it shows a trend that supports my argument for the need of more beer in Arlington Virginia. The article itself is one of the most relevant resources to my overall project as well as timeliness. Also, there is not much in the way of scholarly articles that focus on brewpubs and opening business in Northern Virginia and this is pretty close. Bastian, C. T., Oakley-Simpson, D. M., McLeod, D. M., Menkhaus, D. J., Alsup, D., Odgen , J., et al. (1999). Niche Market Potential: The Case of U.S. Craft Brewing Industry. Review of Agricultural Economics, 21(2), 552-562. This article is about the potential to sell malted barley products to craft brewers as a market segment. It is relevant to the overall study because it analyzes the growth of the craft beer market to show information thats predictive of growth to follow. There is also a lot of

Paul J. Hurley discussion on niche marketing in regards to the craft beer. This article is a little over ten years old but all the information needed is still pertinent and accurate. The source from which this information was found is highly regarded as credible information. Beer Marketer's Insights. (2010, April 15). US Appeals Ct Upholds Virginia Alcohol Ad Ban in College Newspapers. Retrieved July 5, 2011, from Beer Marketer's Insights: http://www.beerinsights.com/index.php?option=com_php&Itemid=17&aid=9270&pagesi ze=20&recordstart=0&search=Virginia This article was found on one of the best market research resources available in the United States. The main point is that bars are not allowed to advertise in college newspapers but restaurants can. Some of my potential investors have tried to encourage me to open a beer bar instead of a brewpub. This information is useful because it reinforces some of my claims for starting a brewpub, which is a restaurant that makes beer for its own clientele. This will be used to help me quantify opening a brewpub in Arlington. Bills, D. B. (1999). Labor Market Information and Selection in a Local Restaurant between Rewards, Commitments, and Costs. Sociological Forum, 583-607. This article concerns the employers of my potential brewpub and how they can effect the overall economics of the business. This is important because it is a major consideration that can be overlooked. The main claim of the author is that employees in the restaurant industry are notorious for the time at which they hold a position at a given restaurant but there are incentives that can keep a more consistent workforce. The information was written in 1999 but it is still accurate and reliable. This article was discovered on JSTOR and is originally found in a scholarly journal called the "Sociological Forum." Brewers Association. (2011-2012). Benchmarking and Best Practices Survey Results. In B. Association, Brewers Resource Directory (pp. 1-5). Brewers Association. This information is highly accurate and had to be purchased from the Brewer's Association. The Brewers Resource Directory is an extremely valuable book to anyone in the brewing industry. It provides statistics, contact information and insight around the craft beer industry. i plan to use this as a reference manual throughout my writing process and to cross reference against other information I find. The five pages that are specifically noted are standards and practices that are used throughout the members of the Brewers Association. Many of the Brewers Association members contribute their own findings that end up being published in this manual. Calagione, S. (2011). Brewing up a Business: Adventures in Beer From the Founder of Dogfish Head Craft Brewery. Hoboken, NJ: Wiley. This book is about the startup, trials and tribulations that the founder of Dogfish Head Alehouse and Craft Brewery experienced. Dogfish Head has successfully created a brand that is

Paul J. Hurley associative with quality beer. The owner/founder/author, Sam Calagione, was 25 years old when he opened his brewpub and had no experience managing but now he runs one of the fastest growing craft breweries in the entire nation. The information is highly pertinent to my proposal and has helped me by being a good model for what I should and should not be doing. Carroll, G. R., & Swaminathan, A. (2000, November). Why the Microbrewery Movement? Organizational Dynamics of Research in the Brewing Industry. American Journal of Sociology, 106(3), 715-762. This article discusses how new brands of craft beer stand a chance in a market that is completely dominated by mass producing production breweries. The authors analyze why microbreweries are doing so well from a psychological perspective. One of the main findings in regards to brewpubs is that people prefer a product made by a specialist because they have more faith in a smaller company to make a higher quality beer. The information was originally published in a scholarly journal in 2000 when the microbrewery boom was happening more out West. Now, the microbrewery movement is shifting from the West coast to the East. This will be very helpful to support other research I have found as well to make some of my arguments more credible. Christon, A. (2011). Navigating a Fundamentally Shifting Landscape. The New Brewer, ? This article uses the case study of Pepsi and Coca-Cola to show how much each has had to adapt in order to remain competitive with each other. There is a discussion on the importance of branding and also the financials and economics of the beverage industry. The information is very current and therefore relevant and accurate. The New Brewer is a journal that is compiled by members of the Brewers Association and across the entire brewing industry. I plan to use this information in my paper to highlight trends in marketing across the beverage industry. Crain Communications Incorporated. (2011, July). AdAge Datacenter. Retrieved July 22, 2011, from Advertising Age: http://adage.com/datacenter/ This site is an excellent data resource for marketing materials and data for advertising. This will be helpful to weigh decisions on how to advertise to our market in Arlington. It is important to have a plan of attack in place for marketing and this site provides credible and relevant information. Some of this information has to be paid for but it may just be that valuable and important to take advantage of. Some of the data analyzes advertising spending across the brewing industry and was cited in other sources for where they collected data. Daniels, R. (2006). The Brewers Association's Guide to Starting Your Own Brewery. Boulder, CO: Brewers Publications. This is a book that is written by one of the most highly regarded authors in the brewing industry. It is frequently updated and geared specifically to my end goal of opening a brewpub. There are

Paul J. Hurley many overlapping points that are made in other articles but this is good because it reinforces prior beliefs. Some of these overlapping points include location for ideal business, raising money and choosing partners/ employees. The book is broken down into four main sections that cover success and failure stories, equipment and ingredients, marketing techniques and financial planning. I plan to use this book in my research paper to help account for everything that will be needed when opening in Arlington. Diebolt, M. A. (1998). From Dreams to Reality: A Brepub Feasibility Study is the First Step to Liquid Gold. Brewing Techniques, ? This article was found online but was originally published in a late journal called, "Brewing Techniques." It is a little dated but it provides some of the best information I have found in regards to choosing a location. The financial data in this article is extremely useful in determining the feasibility of opening a brewpub in Arlington, Virginia. Based on the information found in this article at a glance, Arlington is the perfect spot to launch a business venture. The characteristics of the ideal location for brewpub startup are discussed in depth and illustrate one of the best brewpub startup models of all the data I have collected. Fare, R., Grosskopf, S., Seldon, B. J., & Tremblay, V. J. (2004). Advertising Efficiency and the Choice of Media Mix: A Case of Beer. International Journal of Industrial Organization, 503-522. This article is about the effectiveness of marketing strategies used and how the companies were able to translate advertisement messages into sales. Specifically the mixture of media channels to get the most return on their marketing investments. There are 6 breweries (Anheuser-Busch, Coors, Genesee, Heileman, Pabst, and Stroh) that are analyzed to determine their marketing efficiency by translating media messages to sales. Of these breweries, the only one that was truly efficient was Anheuser Busch. This article also provided a secondary source to reevaluate the advertising to sales ratio based on industry. This article was found in a scholarly journal and it is fairly current as well. Gaebler Ventures. (2011). Open a Business in Arlington, Virginia. Retrieved July 5, 2011, from Resources for Entreprenuers: http://www.gaebler.com/Starting-a-Business-in-Arlington-Virginia--Guide This website is a very valuable tool. All of the data provided is supported by strong credible sources. There are also interviews with other successful/startup business owners. It is important to know what other people have done to become successful in the region you are planning to start a business in. There are three interviews with Arlington entrepreneurs that discuss; how they got into business; do they implement social media; do they outsource. Jelsoft Enterprises LTD. (2011, July). ProBrewer Interactive. Retrieved July 23, 2011, from ProBrewer.com: http://www.probrewer.com/vbulletin/index.php

Paul J. Hurley This website is a staple in the brewing industry. Just about every brewer I have talked to has asked if I'm on probrewer yet. There is information about purchasing brewing equipment, opening up a brewery or brewpub, brewing beer, purchasing ingredients, recruiting brewers and even finding employees. It is pretty much a forum with topic headlines to gear the conversations toward specific interests. It is easy to find out how credible the information you receive is based on who responds. In many cases the profiles of the participants are viewable. Reid, G., & Smith, J. M. (2000). What Makes a New Business Succesful? Small Business Economics, 165-182. This reference is important because it breaks down key elements to a successful startup. The information was released in 2000 but it is still relevant and credible information. There are three main dimensions of business that are analyzed in this article including: employment growth; return on capital employed; and labor productivity. Restaurant Owner. (2011, July). Restaurant Business Plans, Systems, Checklists and Training, POS, Startup Tools and Resources. Retrieved July 22, 2011, from Restaurant Owner: http://www.restaurantowner.com/public/main.cfm This website was recommended to me by Rick Garvin, one of the owner/ founders of the Mad Fox Brewpub in Falls Church, Virginia. There are free resources but the good stuff is reserved for members. Membership costs $99 annually and $12 every month after that. The benefit is that I am provided with information that is otherwise unattainable. Shore, N. (2011, July 20). Marketing Tips From MTV's Study of Millenial Digital Habits. Retrieved July 22, 2011, from Advertising Age CMO Strategy: http://adage.com/article/cmo-strategy/marketing-tips-mtv-s-study-millennial-digitalhabits/228811/ This article comes from Nick Shore who is the senior VP-strategic consumer insights and research at MTV. He is responsible for all of MTV's research efforts and wrote this article on MTV's primary market demographic, "millennials". Millennials are defined as 18-29 year olds and Nick makes the claim that millennials were the first people in the new world of marketing in the digispace so it is important to know how to market online. This is relevant to Arlington because this is a large chunk of the demographic I will be targeting. Sirgy, J. M. (1996). Strategic Marketing Planning Guided by the Quality-of-Life (QOL) Concept. Journal of Business Ethics, 241-259. This article is interesting and useful because it evaluates thriving business based on the Quality of Life evaluation. The idea is that with a better quality of life, there might be more luxury stores and businesses. Quality of Life is the idea that it represents the construct of societal development. This paper specifically tries to help marketers use and measure QOL as a strategic

Paul J. Hurley tool. This would be good for Arlington because there is a very high QOL according to the statistics that show it to be one of the wealthiest and most educated counties in the entire country. Small Business Association. (2011). Small Business Resource: Virginia 2011. Winter Haven: RENI Publishing. This is a very important piece of information because this could potentially become one of the largest investors. That means it could actually determine if Arlington is opportune for another brewpub business or if the costs are simply too high to even profit. Understanding how the SBA operates can better help me prepare a proposal to them. Snyder, M. (2011, July). Tips on Starting a Brewery. Retrieved July 22, 2011, from Mr. Goodbeer: http://www.mrgoodbeer.com/start.shtml This website is recommended by other credible brewing websites and is run by a professional brewmaster named, Mike Snyder. There is a statement at the bottom of the webpage that states all the information should be reevaluated by a lawyer prior to using in a business plan. There are some important links that are compiled here that can help with investors, lendors, business plan building and more. Swaminathan, A. (1998). Entry into New Market Segments in Mature Industries: Endogenous and Exogenous Segmentation in the U.S. Brewing Industry. Strategic Management Journal, 389-404. This is important because the brewpub will be entering a community that has many other already thriving businesses. This information is credible and comes from the Strategic Management Journal. The main points that are discussed revolve around niche formation and resource partitioning. The information was published in 1998 but is still relevant to today's market. Tremblay, V. J., & Tremblay, C. H. (2005). The U.S. Brewing Insdustry: Data and Economic Analysis. Cambridge: MIT Press. The information in this book analyzes theory, history and data to analyze the growth and evolution of the United States brewing industry. Some of the other important topics that are explicitly discussed are: industrial organization, economic policy, and business strategy, including industry concentration, technological change, brand proliferation, and mixed pricing strategies. The book is published by a very well respected source and captures some of the most valuable details for someone interested in entering the field. U.S. Census Bureau. (2011, July). State and County Quickfacts. Retrieved April 20, 2011, from U.S. Census Bureau: http://quickfacts.census.gov/qfd/states/51/51013.html This source is very important from a geographical perspective and is one of the main resources for someone who is performing a locational based analysis. There is also old data available so

Paul J. Hurley trends can be seen if desired. I plan to use this census data to make maps of Arlington that can help me make decisions to determine feasibility of opening a brewpub.