Arrival

In April, the Instagram of myself and the Fernson account were suddenly flooded with the vibrant energy of New York City. I'm Cole Casper, the Brand Manager of Fernson Brewing Co. (FBC), and during the week of April 8th, I had the incredible opportunity to represent FBC in the Big Apple. Why was Fernson in New York City? Well, it all stemmed from an invitation from South Dakota Tourism to participate in a pop-up event. Fernson Brewing was chosen to represent our state due to our deep ties to South Dakota. With two owners being lifelong South Dakotans and our entire operation based in the state, we were proud to showcase the best of South Dakota in New York City. That leaves the big question: Why bring South Dakota to New York? The goal of the event was simple yet profound: to showcase the wonders of our state!

Preparation

Preparation for this event was meticulous and spanned months. We worked tirelessly to iron out logistics, collaborating closely with SD Tourism and the marketing team overseeing the event. My primary goal was to bring exposure and shine a light on FBC. As I prepared to represent FBC outside of our home state, I approached the experience with an open mind, devoid of any expectations.

The Event Experience

The venue, the Lofts at Prince in Soho Manhattan, was a gem. The task of ascending numerous flights of stairs became a familiar ritual. The view at the top was more than worth the trip. The space was transformed into a slice of South Dakota, with decorations detailing our rich history, handmade pottery, and of course Fernson Beer! On the roof, the Empire State Building graced one side of the skyline and the iconic One World Trade Center dominated the other. Not a bad office for the week, I must say!

The anticipation and apprehension on the first day was palpable. It felt like the first day of middle school with new classmates (other businesses) and teachers (our guests)! People trickled in, curious to discover what the event had in store. As they ascended to the rooftop, having traversed the full South Dakota showcase below, they were met with the opportunity to sample Fernson Beer.

An advantage of working at Fernson is that sometimes the products say more than you ever could. Many were pleasantly surprised by what they found, showering us with praise for our beer, branding, and merchandise. Plenty of people made organic socials post with our colorful branding and fun pickleball paddles. The star of the show? Our Daylight Delight Mimosa seltzer, without a doubt. I was told multiple times that its vibe is very Williamsburg, whatever that means!

Showcasing South Dakota

At Fernson, we declare we are "Proudly Brewed in South Dakota." Over the course of the week, I lived and breathed this mantra, hoping to leave a lasting impression that transcended our delicious brews. Naming our beers is an art form, and sharing the stories behind each brew—whether it be the Lion in the Woods, Fernson’s Curio, or the Snow Eater wind—resonated deeply with the audience. The original idea for a Prairie Storybook was never fully introduced but it did influence many of the early beer names. Coupled with our distinct branding, it was immensely gratifying to witness people connect with the Fernson narrative and see someone become a fan in real time. If you would like to hear more about these stories, I encourage you to read our past blogs or subscribe to our newsletter!

Lessons Learned

For all the show and glamor of New York City, the week was not without its challenges. Not everyone attending was eager to dive into a pre-5 PM beer, leading some to opt to stay alcohol-free during the early sessions. Moreover, the intimacy of the event, while fostering meaningful interactions, demanded a hefty dose of patience. I really learned about patience while traveling home, I'll only mention the 6 hours I spent at the airport in Chicago, that's a story for a different day!

Despite the challenges encountered during the event, it was an invaluable learning experience. From navigating the intricacies of hosting sessions before 5 PM to fostering meaningful interactions in an intimate setting, each obstacle presented an opportunity for growth. Reflecting on these challenges, I've come to realize that self-reflection can’t be forced and presents itself on its own terms, a lesson I relearn every time I sit down to write and come up empty.

I've been sitting with my thoughts for weeks and after my participation in the pop-up event, I'm left in awe by everything that transpired during the week. From branding strategies, the art of storytelling, and photography, I absorbed invaluable lessons at every turn. My favorite lesson learned in personal and professional photography is shooting in black and white. Color can be a crutch and black and white is a pure form of photography with a heavy focus on lighting. Moreover, I developed a newfound appreciation for my home state and its remarkable people.

For those presented similar opportunities, my advice is simple: embrace change and the unknown. It would have been far easier to shy away from this opportunity, but I recognized its potential to promote South Dakota, elevate FBC, and foster personal growth.

Expressing Gratitude

Personally, the experience of living and working in New York for a week was nothing short of surreal. During breaks, I took advantage of the freedom to explore the city, sample its diverse cuisine, and connect with its people. I was operating at maximum output to see everything I could while still delivering event objectives. It's hard to place how improbable it felt for something like this to happen for Cole Casper from Lake Preston, South Dakota. I didn't even dream of a week in New York for work. It’s truly something that didn’t feel possible while asleep, let alone in reality. Everyone wants their New York moment and I definitely had my first taste. I can't wait to come back to the city!

I extend my thanks and gratitude to Derek, Blake, and all my Fernson Friends for their trust and support, enabling me to say yes to this opportunity. It’s vital to have people in your corner who see potential in you that you may not see in yourself. I've been encouraged to step out of my comfort zone and been allowed to bloom in ways I never imagined. To, Travel South Dakota, thank you for granting me a chance that I never dared to dream of. As I reflect on my time in New York City, I am filled with a newfound sense of pride in my home state. Say yes to things, you never know how quickly the big world can shrink before you.

Cheers to South Dakota, Fernson Brewing Company, and embracing the unknown!

Words By: Cole Casper

Brews and Views: A South Dakota Journey in the Big Apple