As a loose conglomerate of 10 different neighborhood pubs, the Little Pub Company uses community involvement as a central business tool to market to and attract local consumers. Founder Mark Berzins first decided on this approach when he realized how unrealistic traditional marketing avenues are for pubs that truly want a community feel with mainly local customers. So in lieu of a marketing budget, he established a community involvement budget.
Pubs in the group get their name out through local involvement. And inside pubs there are often informational hats on the tables showing what community causes the pub is supporting. Berzins explains that this ensures that customers in the communities know that the Little Pub Company is giving back to those communities.
The Company has chosen to focus primarily on causes related to arts and culture. This is in part because these causes are less glamorous, and often have more trouble raising money. But it also has the benefit of contributing to the culture and unique feel of many of the neighborhood pubs. However, this narrow focus was not always the case.
At first the company had no guidance on which causes to support, and no screening mechanism. As a result, the community involvement program was overwhelmed, and Berzins was forced to reevaluate the process. One of Berzins’ greatest lessons learned is that targeting community involvement programs before starting them is much more efficient.
There are four main resources the company uses to support its cause: money, product, leverage with suppliers, and time. The company gives grants to nonprofits in arts and culture. These are targeted to both adults and children. It strongly encourages employees to help out as well during their free time. The response to this is generally strong, as Berzins explains that employees want to help out in the community. He chose not to financially support employees volunteering because he wants them to do it out of desire to help, not because of external incentives.
For events and general community support, he also leverages his power with vendors for additional aid. In fact, he refuses to do business with organizations that don’t help support his causes. In order to help nonprofits not under the arts and culture umbrella, individual pubs often make donations of gift certificates.
A crucial quality in business and community involvement, Berzins truly leads by example in all of the programs his company offers. He is on the boards of various nonprofits and community organizations, and even organizes a program for his son’s kindergarten class to make arts and crafts gift baskets for underprivileged children.
For him, ‘getting involved is like working out,’ invigorating and addictive after the first time. He also recommends that people take programs or seek education before embarking on these projects, something which he himself got a lot out of.
One of the main challenges that he, as an involved individual and as a business owner, has faced is dealing with the money and politics in nonprofits. Education has helped him deal with some of these fundraising difficulties. When in need of motivation, he ironically goes back to the nonprofits, as their hard work and pure mission can be very inspirational despite these difficulties.
As far as the Little Pub Company is concerned, the business advantages of this program have included attracting customers and employee loyalty. Local customers appreciate that the pubs try to cater to the neighborhood and give back to the local community. And in the especially high-turnover bar and restaurant industry, feeling a sense of belonging and need can help retain employees by making them feel valued.
By Louise Doyle
Based on interview with Mark Berzins, founder of the Little Pub Company, conducted by Susan Hyatt.
Little Pubs Company’s Colorado Locations include:
Don’s Club Tavern
723 E. Sixth Ave., 6th Ave and Washington, Denver, CO 80203
The Elm
5001 E. Colfax Ave., Denver, CO 80220
(303) 336-5763
Firehouse Bar & Grill
1525 Blake St., Denver, CO 80202
(303) 820-3308
Irish Hound
575 Saint Paul St., Denver, CO 80206-4338
(303) 996-0709
Salty Rita’s
200 Quebec Bldg. 300101, Denver, CO 80230
(303) 344-4404
Spot Bar & Grill
98 S Pennsylvania St., Denver, CO 80209
(303) 733-1299
The Spot Bar & Grill 111 Rubey Dr., Golden, CO 80403
(303) 271-9310
Three Dogs Tavern
3390 W. 32nd Ave., Denver CO, 80210
(720) 854-1277
Wyman’s No. 5
2037 E 13th Ave, Denver, CO 80206-2003
(303) 996-0842
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