‘CRAFTING SUCCESS’ TOUR LAUNCHES ACROSS AMERICA
A roomful of ODs raised glasses of tasty craft brew at Stone Brewing Company in San Diego on Aug. 9, at the premier of “Crafting Success.” This was the first of a 10-city tour across America that aims to share learnings in business challenges between independent craft brewers and independent optometric practices.
The premier was followed the next evening, with an event at Iron Triangle Brewery in Los Angeles, with more events in the Midwest and East Coast. “Crafting Success” is sponsored by ZEISS and PROFESSIONAL EYE CARE ASSOCIATES OF AMERICA (PECAA), and content was produced by Review of Optometric Business.
“There are fundamental parallels in the experience of a small business that establishes a unique brand and provides individualized products and services—like a craft brewery—and independent eyecare practices,” says Veneeta Eason, senior director, marketing for Zeiss. “If you think about it, an independent practice really is a craft brand, out there fighting for market share, and we are thrilled to be sharing valuable lessons learned from outside our field that can help independents to differentiate their practices and flourish.”
Kris Ketchum, head brewer, Stone Brewing Liberty Station, comments, “From the start we’ve been about quality brews from the finest ingredients… different from what’s on the market, both the megas and the other craft beer producers.”
Doug Martin, director of member services, PECAA, remarks, “The Crafting Success event is an interesting, fun-filled event that allows independent practitioners the opportunity to gain new insight into how to differentiate their practice. Nowhere else can you learn about the inner workings of the craft beer industry while gaining new experiences that will help improve your practice.”
The tour also stopped in Denver, Dallas, Houston, Chicago, Boston and Baltimore; an Atlanta event is scheduled for Oct. 18, and others may follow.
Attendance at the events is by invitation only. For more information, contact Veneeta Eason, at (858) 790-7678 or [email protected].
—Andrew Karp
