Two Rivers Brewing Co. is raising a glass to Greater Easton Development Partnership’s (GEDP) ‘Beauty of Easton’ campaign. The local brewpub announced today it will release a new Double IPA named ‘Beauty of Easton.’ At purchase, customers can choose to add a donation to a specific Easton salon or barbershop, or to the ongoing GEDP Beauty of Easton gift card campaign. For every growler purchased, Easton-based RMG Insurance will match the $5 donations (up to $5,000). The goal is to raise $10,000.
GEDP launched the first phase of the ‘Beauty of Easton’ gift card campaign on April 17 to incentivize customers to buy a gift card now to use later at their favorite salon, barbershop, nail salon or by-appointment personal care service business. The campaign is designed to support that group of businesses, which makes up more than 10 percent of the businesses in Downtown Easton, and have been shut for nearly two months.
When Stephen Flowers, owner of Suddenly Samantha salon, approached Two Rivers’ co-owner Troy Reynard about the campaign, Reynard wanted to help. Many of Two Rivers’ beer releases in the past have had a charitable aim, and the timing of this release made it a good fit for the Beauty of Easton campaign. The beer will be released on May 11 for curbside pick-up, and be available for local delivery orders (within 5 miles) May 13.
“Easton has many salons and barber shops that strengthen the economy of Easton,” Reynard said. “After speaking with my friend Steve Flowers, of Suddenly Samantha Salon, about their plight, we thought this could be a way to support them during this crisis. We're fortunate that we have the ability to do curbside, an opportunity they don't have. Many of the owners of these businesses and their employees have supported us, so it's our pleasure to try and support them.”
Two Rivers will provide customers the opportunity to donate $2 or $5 for each crowler or growler sale of Beauty of Easton Double IPA to support local salons or the Beauty of Easton gift card campaign.
“As an Easton small business ourselves, we have seen our clients and fellow businesses struggle, fight and adapt,” said Ron Martin, president-RMG Insurance, of the decision to match donations. “We love supporting this community we call home. It is just one of many ways we can help each other and lift the spirits of Easton. And if we can help by lifting a few pints, all the better!”
For the maximum benefit, customers are encouraged to call the restaurant directly or order from tworiversbrewing.com, instead of a third party delivery app which takes out a chunk of fees from each sale.
How the Gift Card Campaign Works
GEDP used $2,600 in private donations through its supporteaston.com page to get the Beauty of Easton program up and running. Customers who share a copy of their receipt of a gift card purchased from a salon or barbershop in Downtown Easton, Southside, West Ward or College Hill, are rewarded with a Downtown Easton or Easton Public Market gift card. Participants can also choose to donate their reward to a fund earmarked to provide a meal from an Easton restaurant to feed the families at Third Street Alliance.
The program is being administered by Easton Main Street Initiative (EMSI), a program of GEDP. It will run until funds are depleted. Kim Kmetz, manager-EMSI, said the response has been so positive that GEDP contributed an additional $2,000 to the campaign. To date, 93 customers have purchased $15,840 in gift cards for 14 salons in the city. Customers have also donated $705 in reward gift cards which will be used to buy a meal for the families at Third Street Alliance from a local Easton restaurant.
“We heard from salon and barbershop owners throughout the city who were saying that their business had dried up, and they wondered what the other side of this was going to look like after missing several weeks of revenue,” Kmetz said. “This Beauty of Easton campaign was a way to get cash flowing now for those haircuts we’re all going to need in the future. Two Rivers Brewing Co. has always been a big supporter of the Easton community and we are so grateful they’re helping us with this effort.”
Stephen Flowers, owner of Suddenly Samantha salon, says the gift card campaign has made a difference for his salon and his fellow salon and barbershop owners.
“We may not all have the same boat, but we are all navigating the same storm,” Flowers said. “It’s not only about myself and my business, it’s about the Beauty of Easton, my fellow stylists and salon owners. We are united and in this together.”
More on the Beauty of Easton gift card campaign: Information can be found at supporteaston.com under the Beauty of Easton tab.
More about the beer: Beauty of Easton Double IPA (8.3% ABV) is kettle and double dry hopped with Mosaic, Galaxy, and Citra. It’s fermented with the wild saccharomyces strain drie.
Formerly thought to be Brettanomyces, this strain produces tropical flavors that pair well with fruity hop varieties. To order a growler of Two Rivers Brewing Co.’s Beauty of Easton Double IPA, please visit tworiversbrewing.com or call 610-829-1131. Two Rivers offers curbside pick-up at 542 Northampton St., as well as delivery within 5 miles.
ABOUT: GEDP is a volunteer-driven, nonprofit organization focused on nurturing Easton's economic well-being and cultural vibrancy. It encompasses Easton Farmers’ Market, Easton Main Street Initiative, Easton Public Market, Easton Ambassadors and PA Bacon Fest. For more information, contact Executive Director Jared Mast at 610-250-2078 or jared@eastonpartnership.org. Visit us online at eastonpartnership.org.
