This is the third in a series of interviews with local leaders in the social media and technology industry that will be featured on Social Mediarology. Today’s interview is with Scotty Wise of Scotty’s Brewhouse, an Indiana-based restaurant with 6 locations throughout the Hoosier State.ScottysBrewhouse.com @Brewhouse
Scotty Wise – Scotty’s Brewhouse
We opened out first restaurant in 1996 in Muncie. Not long after that, we tore down the existing building and rebuilt from the ground up. In 1998 I opened a fine dining restaurant, where I lost nearly a million dollars, but I learned more over the next three years at the fine dining restaurant than I’ve learned in the 14 years of Scotty’s existence. When we closed that restaurant down, we opened our Bloomington location in 2001. West Lafayette opened in 2004 and the northside Indianapolis (96th Street) location opened in 2007. We opened our downtown Indianapolis location (at Virginia & Pennsylvania Streets) in 2009. Scotty’s Lakehouse opened in 2010 and we’ll be opening our Brewpub, Three Wise Men Brewing Company in Broad Ripple in late 2010. We’ve also got a project we’re planning to launch in 2011 in Fort Wayne. We’re looking to locate in left field of Parkview Field, home of the Minor League Fort Wayne TinCaps.
When I was looking to expand to Indianapolis, all the banks told me that the 96th street location wouldn’t work because we were a college town bar and there was too much competition, but it’s the most successful restaurant in our portfolio right now.
How has social media affected your bottom line?
The best way to apply social media to our bottom line is that we’ve eliminated every single piece of outside advertising, no print, no radio, no other types of traditional media, whereas in the past, we would spend about $250,000 each year in football ads, newspaper, and radio during Christmastime to promote gift cards. We eliminated all of that. The original reason we eliminated that was because of the economy. A year and a half ago, when the economy crashed, that was the one part of the budget we could eliminate without having to lay employees off.