Music Puts the Soul in Soulcraft

July 11, 2017 | Sue Bjorkman

In Colorado’s crazy-competitive craft beer climate, what makes the difference between soaring success and sorry, we’re closed? Sometimes, in addition to making amazing beers, it helps to find a niche. Soulcraft Brewery in Salida, Colorado, found theirs, a little unexpectedly—in music.

A passionate group of local investors opened Soulcraft Brewery in November 2016 with every intention of simply being a local tasting room serving incredible beer. It wasn’t surprising that the locals responded immediately. It also wasn’t too shocking that tourists traveling to nearby Monarch Mountain Ski Resort responded big time. Soulcraft is right on Highway 50 with a bright neon sign shouting, “Brewery.” This is more than enough to entice adventure-seekers rolling through.

But then an intriguing thing happened. This music-loving town of just 5,500 residents had always had more soul than space. But Soulcraft’s location was in a large, former furniture warehouse so its rare spaciousness got people thinking. Dreaming. Could their tasting room become an entertainment destination? Oh yea. Read More