A bit of manufacturing has sprung up in the post-industrial North Adams factory complex that is now home to the Massachusetts Museum of Contemporary Art.
Bright Ideas Brewing is making beer in one of the old factory buildings, all of which is sold at the brewery’s taproom, in drafts or “crowler” can-style growlers.
Co-founder Orion Howard, a physician by day, said their beer has been shown to help heal “old wounds.”
Until 1985, the complex housed Sprague Electric Co. When the plant closed, a lot of people were put out of work. While the conversion to an art museum ensured that the buildings wouldn’t fall vacant, it wasn’t the big employer the factory was, and there were still some hard feelings.
But Howard said that’s beginning to ease a bit.
“Local people have come in here that had said they’d never set foot on the campus again,” Howard said.
Howard said the mission of Bright Ideas is to serve as a bridge between the museum and the town. He was on a trip to a brewery with some of the museum officials, when one mentioned the idea of opening a brew-pub at the museum. Howard jumped at the idea.
Bright Ideas opened last April. So far, Howard said, it’s been a success.
“We get the crowd that’s coming in for a beer after work, and then the visitors that are coming in when the museum closes.”
Those museum guests, he said, used to head back home or to their hotels in other towns after the museum. Now, he said, many of those who visit the taproom wind up staying in town longer. They’ll ask locals for restaurant recommendations, and end up exploring North Adams and its shops.
The brewery’s always got something new to offer, even if the beer menu looks the same.
“We don’t name our beers,” Howard explained. Instead, they’re referred to by style. The menu may list a brown, an IPA, an ale, and so on, but the recipe varies with each small batch, so this week’s American Pale will taste different than last week’s.
“We encourage our brewer to experiment and go outside of his comfort zone,” Howard said.
Bright Ideas’ taproom offers 11 drafts, as well as root beer and a light food menu. Its hours follow Mass MoCA’s, with the taproom staying open after the museum closes. During the summer, they’re open seven days a week.
Visit: www.brightideasbrewing.com for more information.