Valet Parking at Four Peaks Brewery
If you have ever been to the Phoenix metropolitan area, you probably know what the locals mean when they mention the phrase - “Four Peaks”. Aside from it is the name of a geological destination, the phrase is better known as the name of a local brewery located in the heart of Tempe, next to Arizona State University’s main campus.
I have been frequent Four Peaks Brewery ever since I turned 21. I still remember the first time the sweetness of freshly brewed Kiltlifter landed on my taste buds… Four Peaks Brewery is very popular among the locals as well as the college crowd, it is not only because its location, but the high quality of beer and the lively atmosphere of the place.
With increase popularity, vehicle parking space became very limited. Often by 4pm on any day, both the curb parking and back parking lots are filled. The regulars know there is an alleyway in the back of the brewery that can be used as parking spots. Other customers who arrived late would have to find parking elsewhere, either in the neighborhood side streets, or down the road far away.
During my recent visit to Four Peaks Brewery, my friends and I were surprised by the valet parking service the brewery is offering. “How nice of them, the brewery is actually doing something to help solve the parking problem…” we thought to ourselves. But, quickly the warm sensation has gone away.
The alleyway used to be the hidden parking lot for the regulars has now been roped off. In order to park there, vehicle’s owner is asked to pay $5 (plus “gratuity is always appreciated”) for the “valet” service.
When the alleyway is filled full with cars, the valet attendant would then drive cars around the corner to the lower parking lot, which belongs to businesses in a separate complex. It is unknown whether if the brewery and its valet service have some kind of deal with owner of the lower lot and share the revenue generated from parking fees.
I am not here to criticize Four Peaks Brewery about parking fees. It is obvious Four Peaks Brewery is aware of the parking situation and is trying to solve it. Wouldn’t it be better if the brewery just put up a sign that says: “additional parking, around the corner in the lower lot” instead of coming up with gimmick that would take away the available space from the customers?
I have been frequent Four Peaks Brewery ever since I turned 21. I still remember the first time the sweetness of freshly brewed Kiltlifter landed on my taste buds… Four Peaks Brewery is very popular among the locals as well as the college crowd, it is not only because its location, but the high quality of beer and the lively atmosphere of the place.
With increase popularity, vehicle parking space became very limited. Often by 4pm on any day, both the curb parking and back parking lots are filled. The regulars know there is an alleyway in the back of the brewery that can be used as parking spots. Other customers who arrived late would have to find parking elsewhere, either in the neighborhood side streets, or down the road far away.
During my recent visit to Four Peaks Brewery, my friends and I were surprised by the valet parking service the brewery is offering. “How nice of them, the brewery is actually doing something to help solve the parking problem…” we thought to ourselves. But, quickly the warm sensation has gone away.
The alleyway used to be the hidden parking lot for the regulars has now been roped off. In order to park there, vehicle’s owner is asked to pay $5 (plus “gratuity is always appreciated”) for the “valet” service.
When the alleyway is filled full with cars, the valet attendant would then drive cars around the corner to the lower parking lot, which belongs to businesses in a separate complex. It is unknown whether if the brewery and its valet service have some kind of deal with owner of the lower lot and share the revenue generated from parking fees.
I am not here to criticize Four Peaks Brewery about parking fees. It is obvious Four Peaks Brewery is aware of the parking situation and is trying to solve it. Wouldn’t it be better if the brewery just put up a sign that says: “additional parking, around the corner in the lower lot” instead of coming up with gimmick that would take away the available space from the customers?
posted by tian at
9:17 PM
5 Comments:
When there's absolutely no parking available, I park in one of the open parking spaces at the Quadrangles apartments. I used to live there, so I know that the open spaces on the outer edge are always empty :-)
Oh man, that bites! Four Peaks is one of my all time favorite places. I've been going there for years and years. I haven't found a suitable replacement since I moved to San Francisco.
First off, let me say thank you for being a loyal customer of ours. It's always gratifying to see people get so attached to their "local" that they feel some sense of ownership, for lack of a better word. Now, on to the parking issue. Ugh, parking, parking, parking. This has been our little bete noir since before we opened. We've tried just about everything but it always resorted back to some laissez faire attitude of "if they want to come here then they know they've got to walk". Personally I hate that attitude. We're in the service industry, emphasis on service. So we refocused and are trying the valet thing. I know it doesn't jibe with our very laidback attitude and our very laidback clintele but we just wanted to try it. And, surprisingly it's getting a good response. As with all valet parking you don't have to use it. The intent is not to force people to pay. The intent is to give people another option. Thast's all. You are more than welcome to use the lower lot but it is just as far of a walk if you parked by Creamery Park. You have to walk all the way around the lower buildings and then down the tracks (please don't climb the wall, it's just not safe). Also we have no deal with the lower landlord. They're also good customers and they don't use the lot at night so it seemed a good fit as long as we keep it clean. The valet thing is still in a probationary period. Do I love it? No. Are we going hoity-toity or Corporate? No, we just want people's experience to be enjoyable. We make a great product and we want to share it with as many people as possible. So why not make it easier?
Thanks again,
Andy Ingram
Owner, Brewer
4PBC
I thought the owner's response of "The intent is not to force people to pay. The intent is to give people another option." was pretty lame. If you are blocking off parking space that use to be free, and now charging for it; then you most certainly are forcing people to pay. I have also been, and still am, a customer of 4 Peaks for many, many years. But given their choice of valet parking or doing something else, I would choose to go somewhere else.
I found this pretty interesting..especially since the owner even posted a comment!
I've been a homebrewer for almost 15 years now and I'm a lover of microbrews. Even way out here in Philly, I've heard of 4 Peaks!
It's sad about the parking, but for me, I'd walk a mile for a great microbrew, so I'd kill several birds with one stone, so to speak:
1) I wouldn't have to pay for parking from a mile away
2) I get excercise that I desperately need (ask my wife)
3) I STILL get a good microbrew
End result: I'm happy all the way around
:D
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