Boston, MA: Clown Shoes Beer, brewers of a lineup of critically acclaimed beers including Space Cake Double IPA, are set to take the fan experience to new levels in the coming years. Announced today is the plan for a new, brand-focused resort experience, unseen in the ever-expanding craft beer universe. With new breweries, taprooms, and contract projects popping up in every city and town nationally, setting any specific brand apart from the crowd has been increasingly more difficult. Clown Shoes has decided to go a different route, allowing their customers to become part of the story.
The Clown Shoes Universe will allow guests to eat, live, interact with, and of course, drink, their way through the ever-evolving brand story that has been told through hundreds of label vignettes over the past 9 years. A 44-acre property was recently acquired by Mass Bay Brewing Co, Clown Shoes’ parent company, to help bring this vision to life.
Guests will enter the Universe into a central plaza, themed to be a futuristic city center. From here guests can be transported to three different worlds: The Forest, a surreal, lush place where baked goods grow from seemingly every direction, surrounding a Utopian central garden. Next is Space, an homage to Clown Shoes’ IPA lineup. Here thrill-seekers will find the Dueling Heroes Coaster, two intertwined suspended roller coasters that allow riders to play the role of Miracle Mike and Galactica in their quest against pretentious beer. Finally, The Past will transport guests back to the old days (circa early 2010’s) when bombers were king, beers didn’t have haze, and IPA’s were bitter. Guests can also catch Moses’ Misfit parade in The Past each evening.
Of course, plenty of Clown Shoes will be available in dozens of tap rooms throughout the property. Another feature will be gourmet culinary options that, like Clown Shoes’ beer, put a unique twist on classic cuisine. “We’re not just talking amusement park stale popcorn and soft pretzels” adds Sean Geary, Clown Shoes’ Brand Manager. “We’ll have popcorn sprinkled with paprika and exciting dipping sauces for our pretzels.” An on-site 400-room hotel and conference center will allow guests and corporations to escape reality for complete immersion into the Clown Shoes Universe. Stay tuned for more updates.
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