The Metropolis Pavilions
You will all be forgiven – even you Edmontonians – for not knowing about the Edmonton Metropolis Winter Festival. This new six-week long event was designed to draw people downtown during the cold winter months. Its big draw is supposed to be the pavilions designed by renowned Edmonton architects (including one by Yellowhead Brewing owner, Gene Dub) where you can partake in a mini-Taste of Edmonton, enjoy some kid-oriented activities and listen to music in what is, essentially, a heated tent (albeit artistically designed). One of the pavilions is the “Polar Brewhouse”, the festival’s circular beer tent.
As near as I can tell Metropolis is not really taking off. Not surprising. It is only open on weekends, promotion has been virtually non-existent, and quite simply there is not a whole lot going on to attract people. Why should they bother heading downtown in even the moderate temperatures we have experienced this year, when there are so many other things to do?
But this isn’t a cultural opinion blog. The reason I am writing this is that I paid a quick visit to the Polar Brewhouse the other day, just out of curiousity. A VERY quick visit, as it worked out. Where do I start? Well, the pavilion design itself is odd. It is a white fabric, circular dome with an angular roof. The interior has scaffolding posts every few feet and an OSB floor. They have hung a few mid-sized televisions around the dome. A series of tall round tables are scattered throughout. It is an odd feel. It is not a particularly cozy atmosphere. It is rather cold and makeshift, actually.
More importantly was the beer. The Brewhouse is run by the Canadian Brew House chain, which was not an encouraging revelation. As expected (the CBH is a Labatt/AB-INBEV tied house) the only beer available (all in cans, no taps) were Bud, Bud Light and Kokanee. Really? Three beer, in this day and age? They had some coolers and hard liquor too, but I didn’t really take notice of that.
The only adjective I put in my notebook to describe the Polar Brewhouse experience was “anemic”. It was sad and pathetic. There were very few people there and I can see why. After 10 minutes you would be desperate to get out.
I know full well what kind of bar CBH is (which is why I have never stepped foot inside one). My beef is with the festival organizers, Events Edmonton. They also organize Taste of Edmonton, which has slowly become a worthy festival to attend. For those unaware of TofE, it is a summer festival of food, where dozens of Edmonton restaurants provide sample-sized portions of their dishes.The past few years have also included a wine tent and a beer tent. Three years ago Events Edmonton committed to making the beer tent more of a Taste of Edmonton Beer, and expanded the selection to include local craft brewers and even a house beer, Taste 25 (designed by yours truly and brewed by Alley Kat). I have been very encouraged by the direction they have taken with Taste of Edmonton, feeling like it is today a much more well rounded event. I enjoy spending a couple of hours sampling some food, sipping on a Taste 25 and enjoying the summer warmth.
That is why I am so bitterly disappointed by the way the Metropolis beer tent has been handled. They should know better. Any old bar offers cans of Bud Light, and with a much better atmosphere. If you want to invite people to come and enjoy a beer in a wintery tent, you need to draw them in with something original, interesting and unique. Sure, CBH probably paid for the right to serve their watery lager, but that feels penny-wise and pound-foolish. If you want to start a new winter tradition, you need to do it right from the beginning.
I see no reason why Events Edmonton couldn’t have handed the beer tent over to Edmonton’s three breweries. Between them I bet they could have handled it – and given people a reason to pop by. Their localization of Taste of Edmonton has been a big hit – and they should have learned from that experience.
As it is I have no motivation to return, either to the beer tent or to the Metropolis site itself. Which is a shame, because I suspect I am not alone. If Metropolis dies (and I suspect it will), Events Edmonton will have no one to blame but themselves.
February 8, 2012 at 11:41 AM
Just feeling the need to acknowledge my positive ‘brewhouse’ experience yesterday evening. I had arrived early for The Next Act’s Cask Evening, so enjoyed a $4 pint of Full Moon while I awaited the cask being tapped(with a steadily growing throng I might add). Later I was unnexpectedly joined at the counter by Marianne, she of the local loosenyourbelt blog. We’ve known each other for some time, as I’ve read-or at least skimmed-her blog frequently. She’s also currently employed at Kerstin’s Chocolates, which I’ve visited countless times. Her recent trip to Portland, beer & of course chocolate were all touched on in our ongoing conversation. And to shorten the recounting, we were eventually joined by a childhoodfriend of hers(for a pint each of the cask ale, I believe cask-conditioned Green Dragon). And the conversation continued until the ladies went off in search of some food…great evening, or beery start to one.;-)
February 8, 2012 at 2:45 PM
Yeah, I’ve been by the Metropolis setup a few times since New Year’s (attending adjacent venues), and poked my nose in as you did. The unseasonal weather does hurt the atmosphere to a certain degree, but what’s on the inside sure leaves much to be desired. I’m also still trying to get over my favorite local (Ceili’s, which was just getting a fair bit more impressive in their tap offerings) being replaced by another Canadian Brewhouse, presumably to cater to the burgeoning Grant MacEwen student crowd. Sigh, Edmonton, why is it always one step forward, two steps back?
And speaking of things ‘Canadian’, ‘House’, and ‘Brew’, what’s with the preponderance of like-named beer joints popping up around here? Canadian Brewhouse, The Pint Public House, The Public House, Hudson’s Canadian Tap House, Social Public House, and Local Public Eatery (points for not using the word ‘house’ in that last one). Sheesh, imitation is to be expected, I suppose, which unfortunately goes double for their beer, save a few good locals at, heh, the Local Public place.
February 8, 2012 at 7:56 PM
What kinda of beer is the Taste 25 that you designed? Really intrigued. Will it be on tap this summer at the festival?
February 8, 2012 at 9:42 PM
Hi AZed,
Taste 25 is a Steam Beer. It is based on a homebrew recipe I have brewed for years and won a number of medals for. In 2009, Taste of Edmonton, Sherbrooke Liquor and Alley Kat talked about brewing a special beer for the festival’s 25th anniversary. Jim at Sherbrooke got the idea that I should be involved, and viola Taste 25 was born.
Here is the link to the original Vue Weekly article I wrote about it:
http://vueweekly.com/dish/story/to_the_pint_taste_test/
They have brewed it every year since. I can’t say whether it will be done again next year – that is up to Taste of Edmonton (and maybe after my post about Metropolis they may not want to…).
If I can say so myself, it was a nice beer. Worked out well. Stood up nicely side-by-side with Anchor Steam. I hope they brew it again. If not, it will live on with my homebrew system.
February 9, 2012 at 3:47 PM
Sounds tasty. Well hopefully they brew it this year! Haven’t been to the taste of Edmonton in a while