Daily Local News (West Chester, PA)
Beer garden ‘pops up’ in Pottstown
The Alley on High Street offers a pet- and family-friendly venue
POTTSTOWN >> The Alley on High Street — a pop up beer garden — has opened at 228 E. High St. With its semi-permanent set-up, lights, seating and a musical stage, The Alley has the feel of more than just a seasonal business.
“It started just as a pop up — a typical thing that you might see in Philly. But we wanted to do something that would last longer than just a couple of months,” said Anthony Giordano, who co-owns The Alley with Pottstown businessman Jon Jones Jr.
The idea for the business was born when Giordano and Jones met at the Kiki Vodka Bar at the Pottstown Farmer’s Market and started talking about Pottstown’s revitalization. Giordano runs the Kiki Vodka Bar and is a partner in the Kiki Vodka company.
“We both mentioned a beer garden. It’s something I have always wanted to do,” said Giordano, who in addition to running The Alley and the Kiki Vodka Bar also owns the Mifflin Tavern in South Philadelphia. “We got to talking about it, and we both had the same vision — a familyfriendly place with good food, good craft beers and Kiki Vodka specialty drinks.”
Jones said he wanted something kind of different, where people would come in and say “wow.”
“We were on the same page from day one, and I think the big focus was wanting something for the community where everybody could come together,” he said.
It took about five months from the first, “hey, what if we …” to The Alley’s opening day July 6. Jones and Giordano found the space and began working on bringing the plan to fruition. Jones took the lead on the design and construction of the space; Giordano is responsible for day to day operations.
“This was an empty lot, full of nothing but dirt, where people were parking and just walking through. There was nothing here,” Jones said of the venue’s location.
Most of the hard work was done within about four weeks, according to Jones, which he said included laying stone across the lot, bringing in seating, setting up lighting and installing fencing.
One of the first things Jones found was a “beat up” RV that he thought might make a nice addition to the site.
“This thing was on its last leg,” he said.
Within the span of about three weeks, the RV was completely reconstructed — repainted, a beer tap system and shelving installed, along with new walls and a storage area. Outside the RV, a bar of old wooden doors has been set up, complete with markers so patrons can sign the doors.
“It has become our staple. People come here, take pictures, and we want it to be our focal point,” Jones added.
The Alley on High Street features picnic tables, benches,
“We were on the same page from day one, and I think the big focus was wanting something for the community where everybody could come together.” — Jon Jones, co-owner, The Alley on High Street
large water totes being used as high tables with LED lighting and strings of lights across the area to give the venue a festive glow in the evening. Exposed brick on the outside walls of neighboring buildings give the space a rustic, industrial feel. A fence and sliding wooden gate have been installed facing High Street to welcome patrons.
There is live music every Friday and Saturday and Giordano said they will rotate food trucks with different offerings.
A family-friendly (and pet-friendly) venue, The Alley offers water, soda and non-alcoholic versions of its cocktails, as well as games like Connect 4 and a shuffleboard toss game for adults and the kids.
“We want this to be a place where the parents can relax, get something to eat, have something to drink and not have to worry about their kids getting antsy or running away. It’s all confined, so they have space to move around,” Giordano said.
The Alley operates on a distillery license as an extension of Kiki Vodka, offering six craft beers on tap, cocktails made with Kiki Vodka and wines from Chaddsford Winery. Giordano said beers will be rotated weekly.
“There are tons of great local breweries around here. We lucked out, because there is just so much to choose from,” he said.
Jones and Giordano said work continues on The Alley, including the installation of some canopies to provide shade, as well as an outdoor television.
In keeping with its goal of creating a sense of community, The Alley planned to donate a portion of its July 20 sales in memory of Pamela Snyder, her son Preston and unborn daughter Evelynn, who were killed during a flash flood July 11. A total of $525 was raised, according to Jones, who said the money would be donated to Snyder’s family and her fiancé Josh Knarr.
Both Giordano and Jones are excited to be part of Pottstown’s revitalization.
Giordano said he had never been to Pottstown before opening the Kiki Vodka Bar earlier this year, but has been impressed with the architecture, infrastructure and people in Pottstown.
“I turned into town and saw the infrastructure is nice, the architecture is nice, and I was like ‘we have to get more thriving businesses here.’ I could see the vision and I agree with it and I am part of it now,” he said. “I know the potential is here.”
Jones, who was born and raised in Pottstown said there is a lot of momentum in Pottstown right now.
“The infrastructure and population are here, we just need people to believe in the town, and I think we’re starting to see that,” he said, adding that the initial hesitance some people had, “will fade away as more businesses open.”
Giordano said planning is underway for fall and holiday activities, including an Oktoberfest and a Christmas Village in December, to keep the venue open past the summer months.
The Alley is currently open Thursday from 4 to 11 p.m.; Friday and Saturday from 2 to 11 p.m.; and Sunday from 12 to 8 p.m. Giordano said he expects those hours to be expanded.
For more information visit https://www.facebook. com/thealleyonhighstreet/.