Long Road Distillers

You can soon add craft spirits to Grand Rapids’ craft brewing reputation. The Grand Rapids City planning commission unanimously approved West Michigan’s second craft distillery on Thursday.

Long Road Distillers leased space on West Leonard Street and now they have the go-ahead to establish a micro-distillery, tasting room, and special event space.

Long Road Distillers will open this fall at 537 Leonard Street NW, across Quarry Avenue from Mitten Brewing Co.

In co-ownerKyle Van Strien’s eyes, Mitten Brewing Company is a Westside success story.

“They were an example of, they’ve done a great job, they’ve made it work,” he said.

Now he stands across the street from the Mitten, fresh of the city’s unanimous decision to move forward with his plans, inspired to turn an old brick building into a booming distillery. He and co-owner Jon O’Connor are long-time, active Westside residents.

“We’ve just been really passionate about the Westside, we love the Westside,” said O’Connor.

The city gave them the unanimous go-ahead to renovate the 8-thousand-square-foot space. The clothing company will move out, making way for a tasting room and special events space.

“We’re the first grain-to-glass distillery in the city,” he said.

“There will be barrel storage here, fermenters laying the wall, and our still will sit up in the tasting room and be glassed off so people can see it when they walk in,” he said.

Van Strien is excited for what customers will taste at the new Long Road Distillers.

“A really high-quality vodka, a gin, a clear whisky, and then a malted gin,” he said.

It’s all coming from Michigan farmlands. Flavored spirits will come later, along with distribution.

But the immediate concern now is parking. Some neighbors and businesses say there isn’t enough already and they went before the city with their concerns. Jamie Taylor represented her business, Grand Rapids Hydroponics, which is directly across the street from the Mitten.

“Their customers park in front of our store and they’ll be there eating lunch and stuff and it limits us because we have to carry those out and load their cars. And if they’re parks blocks away it can be a big issue,” she said.

Van Strien says they’re working to accommodate.

“Our deliveries, coming through our parking lot in the morning, by re-surfacing our parking lot and re-orienting it so there’s more parking spots.

He and O’Conner will add 11 spots behind the distillery and the church parking lot across the street will lease 25 spots. It already leases to the Mitten. They expect a crowd; it remains to be seen how congested the area will get.

“There’s a bus stop right there,” he said. “People can take the bus to get here and to go home.”

The owners say music will be an acoustic; nothing too loud. There’s a few restrictions. The bar area must close by midnight Sunday through Thursday.

WZZM – Full Story

Long Road Distillers

Partners behind a fledgling craft distillery in Grand Rapids think the city’s reputation as a haven for craft beer drinkers plays well into their marketing of small batch vodkas, rums, gins and whiskeys.

Kyle Van Strien and Jon O’Connor, the two public partners behind Long Road Distillers LLC, have a vision to tap into local residents’ passion for quality, locally sourced beverages. 
Long Road Distillers has leased space at 537 Leonard Street NW, across Quarry Avenue from Mitten Brewing Co., with plans to invest $750,000 into opening a craft distillery at the site. The investment will go to renovating the 8,000-square-foot space and buying a 500-liter, 18-plate still — one large enough that it will be suitable for making vodka, Van Strien said.

The company’s mission is to be a true “grain to glass” distillery in Grand Rapids using as much locally sourced materials as possible, he said. They plan to make a full-range of spirits and experiment with local fruits and grain commodities used in the distilling process.

Long Road plans to sell bottles of spirits, offer tastings, serve cocktails in their bar and distribute products in the state, O’Connor said.

“Companies like Founders Brewing and (Mitten Brewing) have laid the foundation for quality beer in Grand Rapids, and we want to have that same quality in spirits,” O’Connor said. “We think there’s a sophisticated palate here that has an appreciation for distilled spirits. … We’ll never be to the scale where we’re making 100,000 barrels a year, but we can do small-batch innovation.”

The project is being internally financed with the help of a silent partner, Van Strien said.

Long Road Distillery and the holding company that owns the property, River Bed Investors LLC, go before the Grand Rapids Planning Commission on March 27 with applications for industrial facilities tax and obsolete facilities exemptions.

They plan to make $300,000 in property improvements to upgrade the facility – which dates back to the late 1800s – for production and commercial use, as well as buy about $400,000 in production equipment and furniture and fixtures for the tasting room, according to city documents.

“We want it to feel like a micro brewery. We want our place to be a destination,” Van Strien said, noting the initial plans call for a tasting room that will serve small plates, but not be a full-service restaurant. “We want to be a place you go to on the way to dinner and the place you stop on the way home from dinner.”

Long Road hopes to open by fall, but that’s dependent on securing the necessary local approvals, as well as the federal and state licenses. The company is buying specialized equipment from a manufacturer in Germany, which will also take six to eight months to make and ship to West Michigan, O’Connor said. The partners have tapped Willink Construction Inc. of Grand Rapids as their contractor and plan to have an architect in place soon.

While neither partner is a Grand Rapids native, they both came to the city for college and lived in the city’s west side neighborhood, which they described as an up-and-coming area.

“We want to be part of the change that’s happening here,” O’Connor said.

The pair say they are intensely focused on getting the approvals in place and renovating the facility so they can get into the process of making spirits, all of which will be produced in-house — not using outside contract producers. O’Connor said the company must focus on quality and ramping up production ahead of time to meet the demand they’re projecting.

They also plan to take time once they’re open to educate customers on craft spirits, Van Strien said.

“We plan to focus our marketing on consumer education and how things are produced,” he said, acknowledging that — as with craft breweries — the competition for consumers is intense from the established, international manufacturers in the spirits market.

MiBiz – Full Article

Joe Boomgaard, March 12, 2014

Long Road Distillers

Entrepreneurs Kyle Van Strien and Jon O’Connor have some spirited plans to bring Grand Rapids its first neighborhood distillery and tasting room.

The pair and a silent partner purchased an 8,000-square-foot building at 537 Leonard St. NW on the corner of Leonard and Quarry St. NW, and have begun the process of converting it into Long Road Distillers, LLC, a full-on spirits distillery with customer amenities.

First, two upstairs apartments and a main level clothing store must be vacated, according to federal law. The building must be completely production-ready and a bond in place before the final licenses can be procured.

“We will be doing production onsite in about 2,500 to 3,000 square feet for production and storage,” Van Strien says. “We’ll serve cocktails and have the spirits tasting room in the front, with overflow seating upstairs. We’ll produce everything onsite. We want to take the microbrewery model and apply it to the distillery, and have people come and hang out and learn about how we source and make the products.”

O’Connor, a real estate broker and appraiser with West Michigan Appraisers, and Van Strien, project coordinator for Friends of Grand Rapids Parks, will be the head distillers and will work at the business full-time once everything is in place.

“Our goal is to source as much of our inputs from Michigan as possible; our vodka will have as much grain from West Michigan as possible,” O’Connor says. “We’ll start with vodka, gin, a flavored vodka, possibly a rum that will be sourced outside Michigan for the cane sugar, and an un-aged whiskey. We’ll grow into producing aged whiskey and rye, which take years to age. Smaller companies have the ability to push the envelope with experimentation and work with fruit, grains, and botanicals to provide flavor and sources for our products.”

No opening date has been set, but the guys are shooting for a fall 2014 opening, if the licensing and build-out processes fall into place.

Van Strien and O’Connor are good friends with Max Trierweiler and Chris Andrus, who own Mitten Brewing just across Quarry St. Mitten Brewing aims to triple its beer production by expanding into a second building on the same corner. Read the story here.

“We can’t sell their product, they can’t sell ours (because of licensing restrictions),” Van Strien says. “But we’re definitely excited about partnering with them and catalyzing economic development in the area. There’s a lot of new energy developing right there on that corner.”

Long Road Distillers goes before the Grand Rapids Planning Commission for a special land use permit on March 27.

Writer: Deborah Johnson Wood, Development News Editor

Rapid Growth Media – Full Article
March 13, 2014

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