One of the major “happenings” for Venice this year will be the advent of the Firestone-Walker Brewery to be located in the old Sizzler, World Gym on Washington Blvd almost at Lincoln.

Adam Firestone and David Walker are brothers-in-law who want to bring their beer, their microbrewery, their “brand” to Los Angeles and they feel Venice is the place. They did check into other buildings within the local area but none fit the requirements of the owners.  It was particularly parking that attracted them.  They wanted adequate parking.

They have planned a 200-seat restaurant/microbrewery in the 8000 square-foot, one-story building at 3205 Washington.

It is the two-story building, which seeks sales for off-site consumption, that seems to be questionable to some in immediate community. The building is 4500 square feet and is planned for offices, educational facilities, and less than 1000 square feet will be used for “branding” products.

According to Wikipedia, branding is the “name, term, design, symbol, or any other feature that identifies one seller’s product distinct from those of other sellers.”   To Adam Firestone branding items are sweatshirts, tee-shirts, memorabilia beer packaged like a bottle of wine, etc.

Adam Firestone was queried about the two-story building where they plan to use less than 1000 square feet for branding.  What is it that he plans?  He was asked to paint a picture of what it will be.

Firestone Replies 

“We plan on using a part of the lower floor (the north end adjacent to Washington) as a retail shop.  It would mimic the shop we have at the main brewery in Paso Robles where we showcase our beers and branded merchandise (logo clothing, branded glassware, books etc.).  This serves as a showroom for our beers and to help build the brand.

“Those that have tasted the beers in the restaurant have the ability to select a beer to take home.  Our beers are considerably more expensive than premium domestic (Bud, Miller etc.) and in some cases range over $50/bottle.  Many of them are collected and traded by aficionados.  So in a sense this serves as a factory showroom.

“There is nothing sold that will invite transients, loiters, substance abusers or the like.  We know this corner has become a magnet for criminal activity and we believe this project will go a long way towards displacing that activity permanently.

“We understand that there exists a general concern against liquor stores being added to the neighborhood.  We share that concern.  Our retail area is not a liquor store.  There are no large cans in brown paper bags to be opened and drunk on a park bench.  We are not a convenience store and won’t have a door entrance onto Washington to make access “convenient”.  We don’t sell lottery tickets, matches, energy drinks or cash checks.    Nor do we sell cigarettes, cigars or any tobacco products. And, it shutters by dark (6 p.m.).  This is intended as a destination to help build our brand, not for quick convenience.

“Last, the ABC license for brewpub retail is not a retail liquor license.  It is limited to sale of products we make (i.e. it doesn’t allow for sale of other brands).  A developer could seek such a regular liquor store license on another property in this same zone district.  But this project will offer them no precedence.  If anything, it’s sets a limiting precedence. “