On Premise September/October 2012

OFFICIAL PUBLICATION OF THE TAVERN LEAGUE OF WISCONSIN

t lw.orgt lw.orgSEPTEMBER • OC TOBER 2012

What is your politicalfootprint?

Glasses. Ice. Coasters. Society.It’s what you need to do business.No matter how friendly the bartender, how tempting the drink specials

or how diverse the jukebox, a tavern just isn’t complete without TRIM

coverage from Society® Insurance. At Society we proudly serve up some

of the broadest property/liability coverages available. And, best of all,

our TRIM program was concocted specifically for tavern owners like you.

If you’re thirsty for coverage made for your business, swing over

to societyinsurance.com and check out what we’ve got on tap.

Society Insurance is a corporate sponsor

of the Tavern League of Wisconsin:

150 Camelot Drive P.O. Box 1029Fond du Lac, WI 54936888-5-SOCIETY

(888-576-2438)societyinsurance.com

™

™

dc.8036-3 TRIM_OnPremise.indd 1 5/6/09 11:55:43 AM

3Tavern League of Wisconsin 2012 September/October On Premise

SEPT/OCT 2012VOLUME 30, NO. 5

Glasses. Ice. Coasters. Society.It’s what you need to do business.No matter how friendly the bartender, how tempting the drink specials

or how diverse the jukebox, a tavern just isn’t complete without TRIM

coverage from Society® Insurance. At Society we proudly serve up some

of the broadest property/liability coverages available. And, best of all,

our TRIM program was concocted specifically for tavern owners like you.

If you’re thirsty for coverage made for your business, swing over

to societyinsurance.com and check out what we’ve got on tap.

Society Insurance is a corporate sponsor

of the Tavern League of Wisconsin:

150 Camelot Drive P.O. Box 1029Fond du Lac, WI 54936888-5-SOCIETY

(888-576-2438)societyinsurance.com

™

™

dc.8036-3 TRIM_OnPremise.indd 1 5/6/09 11:55:43 AM

FEATURES:

13 4 PRESIDENT’S PERSPECTIVE

8 FRONT RAIL

30 DISTRIBUTOR SPOTLIGHT

32 CORPORATE SPOTLIGHT

34 FEATURED AFFILIATES

37 AFFILIATE MEMBERS

38 NEW MEMBERS

40 ACCOUNTING HELP

42 LOCAL LEAGUE UPDATES

44 STRAIGHT UP - TEQUILA

46 ADVERTISER INDEX

DEPARTMENTS:

LEAGUE PROFILE 26 Monroe County

Tavern League

BUSINESS SPOTLIGHT 27 The Bank

CHARITY SPOTLIGHT

28 FreedomHonor Flight

LEAGUE SPOTLIGHTS:

10 What is your political footprint?

SOCIAL NETWORK

twitter.com/TavernLeague

facebook.com

www.tlw.org

77th Annual TLWFall ConventionOctober 22 - 25, 2012Kalahari ResortWisconsin Dells, WI

Monroe COUNTY

On Premise 2012 September/October 4 www.tlw.org

PRESIDENT’S PERSPECTIVE

FRONT RAIL

CORPORATE SPONSORS

LEAGUE PROFILE

AFFILIATE MEMBERS

FEATURED AFFILIATES

CHARITY SPOTLIGHT

BUSINESS SPOTLIGHT

ACCOUNTING HELP

NEW MEMBERS

LOCAL LEAGUE UPDATES

CLASSIFIED ADS

LEGISLATIVE NOTES

CORPORATE SPOTLIGHT

DISTRIBUTOR SPOTLIGHT

It’s midsummer and TLW President Rob

Swearingen is busy campaigning for the

State Assembly 34th District. Rob asked

me if I could do him a favor and write an

article for the On Premise. After I said Ok

I would try, the next question obviously

was - What do I write about? So I decided

to take the opportunity to write about

our National Association, the American

Beverage Licensees.

Robert “Bubba” Sprenger

Central Zone Vice President

Rather than write about current public policy and problems we are facing on the national scene as I do when I give my

report at the conventions, I am going to write about two victories we have had on the National level. These two victories affect every licensee’s bottom line, and we all care about bottom line. Although victories that affect your bottom line are few and far between, they are significant and meaningful.

In 1994 our National Association, at that time the NABR, at the request of the TLW, started a movement to remove the Special Occupation Tax (SOT). In 2004 ABL was successful in passing legislation to remove the mandatory $250.00 per year SOT we paid

to the Bureau of Alcohol and Firearms. Every year we have faced attempts to reinstate this tax in one form or other. To date we have been successful in keeping it from happening. For eight years (2004–2012) at $250.00 per year, that is $2,000.00 per license that we have saved our members. That is real savings.

Last year, ABL, a major player in the Merchants Payment Coalition, was successful in getting some relief in swipe fees on debit cards. After a tough battle with credit card

companies, big banks, Visa, Mastercard, we were successful in lowering the swipe fee from an average of $.44 per swipe to maximum of $.21 per swipe. The $.21 was a compromise and probably should have been less, but even at $.21 that is a lot of money in a years time.

Yes, these are success stories, and they do not come fast or easy at the federal level. Yes, I wish we could have more victories to write about. I can only tell you that we will continue our efforts to protect your profits. With your membership in the TLW, and TLW’s affiliation with ABL, we will continue to work to save you money and to increase your bottom line.

Two Victories on the National Level

By Robert “Bubba” SprengerCentral Zone Vice President

“We all care about the bottom line”

— Robert “Bubba” Sprenger



FRONT RAIL

CORPORATE SPONSORS

LEAGUE PROFILE

AFFILIATE MEMBERS

FEATURED AFFILIATES

CHARITY SPOTLIGHT

BUSINESS SPOTLIGHT

ACCOUNTING HELP

NEW MEMBERS


CLASSIFIED ADS

LEGISLATIVE NOTES

CORPORATE SPOTLIGHT


Support thoSe who Support our aSSociation

Make sure and thank these groups for their support, and encourage others not on the list to participate. Any business interested in joining should call the TLW office (608-270-8591) for our brochure that lists the benefits of the different categories. Remember “Support those who support us.”

Anheuser-Busch

PLATINuM SPONSORS $50,000+ PER YEAR

GOLd SPONSORS $25,000+ PER YEAR

SILVER SPONSORS $10,000+ PER YEAR

BRONzE SPONSORS $5,000+ PER YEAR

Wisconsin Amusement & Music Operators, Inc.


• New Platinum Touch 3 • Treasure Museum 9 or 25 Liner • 34+ Games, 10 New Titles • Super Bugs Bonus 8 or 25 Liner • Frontier 9 or 25 Liner • 3 Player Blackjack • Cheers 20 Liner • Quarter Pushers – Pull Tab

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Our new thermal printer will solve your problems.

Get your best price at the show and then give us a call. WE WILL NOT BE UNDERSOLD.

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Since 1993


President: Rob Swearingen

Senior Vice President: Terry Harvath

Secretary: Sue Bonte Lee

Treasurer: Tom Dahlen

Southern Zone Vice Presidents:Chris Marsicano, Jim Pickett

Eastern Zone Vice Presidents:Gene Loose, Dale VandenLangenberg

Central Zone Vice Presidents:Lori Frommgen, Robert “Bubba” Sprenger

Northern Zone Vice Presidents:Dan Corbin, Pete Olson

Editor: Pete Madland, Executive DirectorTavern League of Wisconsin

Publisher: Barbara Slack Slack Attack Communications

Advertising Sales: Heidi KochSlack Attack [email protected]

Art Director: Ann ChristiansonSlack Attack Communications

Contributing Writers:Pete Madland, Kimberly Ruef, Scott Stenger, Amanda Wegner, Robert “Bubba” Sprenger

Printed By: Reindl Printing, Inc.Merrill,Wisconsin

On Premise (ISSN #1051-4562) is a bi-monthly publication of the Tavern League of Wisconsin, Inc., 2817 Fish Hatchery Road, Fitchburg, WI 53713, phone: (800) 445-9221.

Published by Slack Attack Communications, 5113 Monona Drive, Madison,WI 53716, phone: (608) 222-7630.

Printing is by Reindl Printing, Inc., Merrill,WI 54452. For advertising information, contact Slack Attack Communications.Subscriptions included in TLW membership dues; non-member subscriptions: $15 per year.Address corrections should be sent to the Tavern League of Wisconsin Offi ce, 2817 Fish Hatchery Rd., Fitchburg, WI 53713-5005.

Second class postage paid at Madison, WI and other additional offi ces.

© Copyright 2012 by the Tavern League of Wisconsin, Inc.Permission to reprint must be secured in advance of publication and credit given to author and On Premise

Editor: Pete Madland,

FOR ADVERTISING

INFORMATION CONTACT:

Heidi KochSlack Attack Communications

[email protected]

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Member Exclusive Benefit Program: Use it!

By Pete MadlandTLW Executive Director

offers discounts on various products to our members that are not available to non-members. Since first introduced four years ago, MEBP now includes around thirty products and services that offer savings to TLW Members that non-members cannot get. use of these products and services will help our members’ bottom line.

For years our members received discounts from BMI and ASCAP as well as dividends from Society Insurance and a free Accidental death & dismemberment Policy from American Income Life. These were the original participants in our Members Exclusive Benefits Program.

After reaching out to our Affiliate Members, the list of participants has expanded. That list includes companies that provide amusement games and ATM’s, marketing services to website design and financial planning to many types of insurance coverage to bar and restaurant supplies. Take some time and familiarize yourself with these products and services. Knowledge of what is offered will not only help you in recruiting, but you might find value for yourself or existing members. Everyone is looking for help in improving their bottom line, especially in these challenging times.

We hope to expand this list even more in the near future. We have many new Affiliates and we will reach out to them and make them aware of our programs. In the meantime, keep this Member Benefit in mind when recruiting new members. It might be just what you need to push that non-

Recruiting new members is a tough job and in these difficult economic times it can be tougher. While some business

owners may look to associations for answers, many will not join simply because they cannot afford the expenditure. How many times have you heard “I want to join but I just can’t afford it right now”?

So we try to convince the non-member that membership is worth it. After all, for $150/year you get a monthly newsletter from the state and the county as well as a bi-monthly magazine from the state! If that is not enough, we have two conventions a year, a Legislative day and we even throw in a lobbyist and a toll-free number. While this may seem to be a bargain for most of us, for others it is not enough.

Guess what? Other organizations have newsletters, magazines, conventions and yes, even lobbyists. While other organizations offer some of these similar benefits, some potential members do not see these as a benefit at all. They want more.

Many tavern owners are looking for value. We can argue our deal is a great value but he may not see it that way. The question he needs answered is “What is the TLW going to do to improve my bottom line?” For that $150 investment he wants us to increase his sales or decrease his costs by at least that much. If we can’t do that he may invest that money elsewhere to try to improve his bottom line.

When and if this roadblock presents itself, I suggest you discuss the TLW’s “Member Exclusive Benefit Program”. This program

commitment into a new member. Everyone looks for something from an investment into an association. Some want information, some representation and some want a direct impact on their bottom line. For the latter, our Member Exclusive Benefit Program may be the answer.

Participating Companies:American Income lifeASCAPATM NetworkBMICornerstone Processing SolutionsGreater Insurance Service Corp.Huebsch ServicesIs It 2B MarketingMagnuson IndustriesMidwest Coin ConceptsMutual of OmahaPrecision PoursQpondog Text Message Marketing SpecialistsSociety InsuranceThe Insurance CenterTicket KingTLW Member MatsTSYS Merchant SolutionsWisconsin Souvenir Milkcaps

For more information, go to our website at www.tlw.org and click on “Member Exclusive Benefit Program” under the Members Only section.


FRONT RAIL

CORPORATE SPONSORS

LEAGUE PROFILE

AFFILIATE MEMBERS

FEATURED AFFILIATES

CHARITY SPOTLIGHT

BUSINESS SPOTLIGHT

ACCOUNTING HELP

NEW MEMBERS


CLASSIFIED ADS

LEGISLATIVE NOTES

CORPORATE SPOTLIGHT


Sweep the floors >>> Check

Stock the shelves >>> Check

Count the drawer >>> Check

Prevent illegal tobacco sales >>> Click smokecheck.org

Teach your employees how not to

sell tobacco to minors—with free

online training at smokecheck.org.

Our easy certified training program

can help business owners and

employees avoid bad reputations

and hefty penalties like license

suspension or fines up to $500.

Even better, it helps Wisconsin

youth stay smoke-free.

Smokecheck.org. It’s free. It’s

fast. It’s the right thing to do.

Sponsored by the Wisconsin Tobacco Prevention & Control Program.

On Premise 2012 July/August10 www.tlw.org

What is your political footprint?

what iS Your poLiticaL Footprint?

November 6th is Election day. From President of

the united States to local races, Americans will

go to the polls to elect those who will run their

government. Candidates elected on November

6th will make decisions on a wide range of issues

which will impact you and your business.

Wisconsin voters will elect a new uS Senator to

replace retiring Senator Herb Kohl along with

all eight Congressional seats which are up for

election. On the State level Republicans will

try to hold their 59-38-1 advantage in the State

Assembly with all 99 seats up for election. As a

result of the June 5th recall elections, democrats

hold a 17-15 edge in the State Senate and will at-

tempt to hold off Republican challenges in three

key races. State Senators serve four year terms

with the even numbered seats up for election

this year.

From a razor thin Presidential election in 2000

to dozens of state legislative races decided by

fewer than 100 votes your involvement in the

political process can make the difference of who

is elected from the highest offi ce in the land to

your local district Attorney. Now is the time to

look at your political footprint and maximize

your ability to help elect candidates supportive

of the hospitality industry. Please take a few

minutes to review the following check list and

get involved in races in your area. Your support

and participation will contribute to the success

of candidates you are supporting.

In 2010 only 50% of eligible voters in Wisconsin

voted! Think about that – half of the people in

Wisconsin did not vote! We have heard many

people say – “My vote doesn’t matter anyway so

why vote?” The following are some examples

from the 2010 election which illustrate every

vote does count and your involvement in races

often makes the difference between victory and

defeat for your candidate. Providing TLW mem-

bers information and tools about races in their

area and how they can get involved in the politi-

cal process often makes the difference between

a TLW endorsed candidate winning or losing.

YOUR VOTE MATTERSON ELECTION DAY

Warren Petryk defeated Jeff Smith

by 74 votes

Kathy Bernier defeated Kristen dexter

by 92 votes

Mike Endsley defeated Terry Van Akkeren

by 151 votes

Fred Clark defeated Jack Cummings

by 287 votes

The following are steps you can take prior to the

November 6th election to help create your po-

litical footprint. What is a political footprint? It

is a way to measure the influence a person has

on the outcome of an election. Following these

steps will help to put your candidate in the best

position to win on November 6th.

1 :: VOTEWhen 1 out of 2 people don’t vote in an election – those that do vote have even more influence over the outcome of an election. It is absolutely critical all TLW Members vote on Election day or vote by absentee prior to the election. Without your vote our endorsed candidates have a harder time winning. To some the voting process can be intimidating. Where do I vote? Whose dis-trict am I in? What do I need to register to vote? Those are all common questions for people who haven’t voted before. It is very easy to register to vote and the Wisconsin Government Account-ability Board website, Voter Public Access can answer any questions you may have regarding first time voters or which district you are in. Go to https://vpa.wi.gov/ to get the process started. You can register to vote online.

It is important to educate TLW members, em-ployees and patrons, how to vote, where to vote and when to vote. With 50% of the electorate not voting in the last election it is fair to conclude many of those who did not vote were TLW mem-bers, their employees and patrons.

2 :: CONTRIBUTESuccessful campaigns cost money. There are a number of options available to help a campaign. You can make a personal contribution to the TLW direct Givers Fund which is the TLW conduit and you approve the future distribution of your

donation. You can make a personal donation to the TLW Political Action Committee – TIPAC. The State TLW PAC Board then approves PAC contributions to eligible candidate’s campaigns. You can also make personal donations directly to the candidate’s campaign committee.

3 :: VOLUNTEERA campaign’s work is never done and they are al-ways looking for volunteers to help with a variety of tasks. From making phone calls to stuffing en-velopes to going door to door to drop campaign literature, a campaign can always use the help. Volunteers are the unsung heroes of campaigns and successful candidates never forget the help that they received from volunteers to win an election.

4 :: SIGNSCandidates love to see their signs. Some busi-nesses choose not to put political signs in their establishment and that is their prerogative. If you do want to put up a sign there are a number of options to consider:

A. Put up a sign in your yard. B. Put up a sign inside your business C. Put up a sign outside your business d. Put up a 4x8 sign outside your business

if you have the room.

5 :: PARTICIPATEOver the years many TLW members have made the leap to run for office. TLW members Roger Breske, dan Knodl & Tom Tiffany have all run successfully for the state legislature. Current TLW President Rob Swearingen is on the ballot this fall for a seat in the State Assembly. The biggest political footprint you can make is run-ning for and winning elective office at any level of government. Good things come to those who get involved in the political process.

November 6th is right around the corner. If you aren’t registered to vote please take a few min-utes and register online today at https://vpa.wi.gov/. Let your patrons and employees know where and how to register. In fact you can pass

a laptop around the bar and register while en-joying an old fashioned. It is also important to know you can vote early in Wisconsin. Go to your local clerk’s office and you can vote early or your clerk can mail you an absentee ballot for you to complete and mail back to them.

Now more than ever it is important to be engaged in the political process at every level of government. Getting involved in the political process helps elect TLW endorsed candidates and is an investment in your business.

TLW DIRECT GIVERS fUND The direct Givers Fund is the Tavern League of Wisconsin’s conduit fund. The conduit supports state-wide and local candidates in Wisconsin.

TIPAC Tavern I ndustry Political Action Committee

By Scott Stenger


120 Packerland Drive Green Bay, WI 54303

920 - 490 - 6069

1930 Bart Starr Dr. Green Bay, WI 54304

920 - 490 - 2130

24 hour Emergency ServiceRESPONSIBLE, REPUTABLE, RELIABLE

We repair, maintain, install & serviceALL commercial equipment.

HUGE Parts & Inventory Dept.

NEWBAR & RESTAURANT SUPPLY

We can furnish your establishment, whatever the need from

DREAM to GRAND OPENING!

* Also open to the public

www.engelsinc.com

EST. 1986

2012 FALL CONVENTION & TRADESHOWOctober 22-25, 2012

Kalahari Resort, Wisconsin Dells

2012 FALL CONVENTION & TRADESHOWOctober 22-25, 2012

Kalahari Resort, Wisconsin Dells


schedule of events

14

MonDaY, octoBer 22, 2012

9:00 AM to 5:00 PM TLW Board of Directors Meeting – Guava Room

9:00 AM to 4:00 PM Food Service Sanitation Course & Exam – Wisteria (Class Registration open to

members and non-members)

12:00 PM to 1:00 PM Board Lunch – Tamarind

3:00 PM to 6:00 PM Registration & $2 Bill Exchange – North Atrium, Reg Booth 1

8:00 PM to Midnight Sauk County Tavern League Welcome Party

Location: Marley’s Band: Trailer Kings

tueSDaY, octoBer 23, 2012

8:30 AM to 5:00 PM Registration & $2 Bill Exchange – North Atrium, Reg. Booth 1

8:45 AM to 9:15 AM Audit Committee – Empress Room

8:45 AM to 9:15 AM Nominating Committee – Guava Room

9:15 AM to 12:00 PM General Business Meeting – A, B, G, H Convention Center • attendance drawing • host League introduction – Jim Pickett, Southern Zone V.P. • Opening Ceremony – keith koehler, Sauk County President • Vice President’s report – terry harvath• President’s remarks – rob swearingen• secretary’s report – sue Bonte Lee• treasurer’s report – tom dahlen• executive director report – Pete Madland• keynote – author garrett Peck, Prohibition Then & Now• special Club awards • member of the year award• attendance drawing • First timers Orientation

12:00 PM to 5:00 PM trade show – 1 thru 8 Convention Center tournament for tiPaC – Speed Round Pool

12:00 PM to 4:00 PM silent auction for tiPaC – tamboti room

1:00 PM to 2:00 PM seminar: how to double your Profi ts & double your Loyal regulars in Any Economy Presented by nick Fosberg – General Session Room

3:00 PM to 4:00 PM seminar: dui – know the Law, know your rights, Presented by attorney dan Berkos – General Session Room

8:00 PM to 1:00 AM Cocktail Party & Costume Contest – C, D, E, F Convention Center

halloween theme: don’t be scared, you’re not alone!

Band: The Retro Specz

9:00 PM to 10:00 PM Live Auction (Proceeds to Direct Givers Fund) – C, D, E, F Convention Center

weDneSDaY, octoBer 24, 2012

9:00 AM to 4:00 PM Registration & $2 Bill Exchange – North Atrium, Reg. Booth 1

9:30 AM to 11:00 AM General Business Meeting – A, B, G, H Convention Center • attendance drawing • Legislative report – scott stenger• aBL report – Bob sprenger• good and Welfare • attendance drawing

11:00 AM to 3:00 PM trade show – 1 thru 8 Convention Center

9:00 AM to 2:15 PM silent auction – tamboti room

11:45 AM to 12:15 PM SafeRide Meeting – General Session Room

2:00 PM to 2:45 PM Vendors drawings (attendees must be present to win) – trade show area

2:45 PM to 3:00 PM exhibitor Booth drawing (exhibitor must be present to win) – trade show area

3:00 PM to 4:00 PM District Caucuses: 1st & 9th district – aloeswood 6th District – Mangrove 2nd District – Marula 8th District – Aralia

3:15 PM to 3:45 PM tLW Winter get-away Presentation – General Session Room Free Cruise give-away – Presented by Chamber Travels

4:00 PM to 5:00 PM District Caucuses: 3rd district – aloeswood4th District – Mangrove 5th District – Marula 7th District – Aralia

4:15 PM to 4:45 PM tLW Winter get-away Presentation – General Session Room Free Cruise give-away – Presented by Chamber Travels

5:00 PM to 6:00 PM Cocktails with the President – $20 donation to tiPaC

Location: D & E Convention Center sponsored by: Precision Pours

& Meyer Brothers LLC

thurSDaY, octoBer 25, 2012

9:30 AM to 12:00 PM General Business Session – A, B, G, H Convention Center • attendance drawing• COre report – Joyce Bartelt• new drivers License Presentation

– Phil alioto (dOt)• tLW Phone application Presentation

– Josh Steffen• entertainer, hypnotist – sami dare• audit Committee report• nominating Committee report• Parade of Candidates• host League drawing• trade show Buyers raffl e• good & Welfare• dVd Presentation• attendance drawing

12:00 PM Sauk County President’s Reception – Keith Koehler Country Keg/Baja Cantina 732 Oak st. Wisconsin dells, Wi 53965-1533 (608) 254-7475

Note: Times and events are subject to change without notice.

15Tavern League of Wisconsin 2012 September/October On Premise15

keynote

“prohiBition then anD now” - author Garrett pecK

Attitudes and laws regarding alcohol have evolved over many years. Author

Garrett Peck will speak about “Prohibition Then and Now” addressing how

the legacy of Prohibition-era laws affects business owners today, Americans

drinking habits and what challenges face the alcohol beverage industry in

coming years.

Mr. Peck is the author of “The Prohibition Hangover: Alcohol in America From

Demon Rum to Cult Cabernet” and “Prohibition in Washington D.C.: How Dry

We Weren’t”.

He leads the “Temperance Tour” of Prohibition sites in the nation’s capital

and was involved in lobbying the city council to have the “Rickey” declared

a Washington native cocktail.

Mr. Peck is a frequent speaker on America’s awkward social history

with alcohol. He will trace the evolution of prohibition, its roots,

what it achieved and where we are going.

with alcohol. He will trace the evolution of prohibition, its roots,

what it achieved and where we are going.

candidates

Southern Zone VP ..........1 yr ......................................Jim Pickett

Eastern Zone VP ............ 2 yr ...................................Gene Loose

Eastern Zone VP .............1 yr ....... Dale VandenLangenberg

Central Zone VP ..............1 yr ............................ Lori Frommgen

Northern Zone VP ......... 2 yr ......................................Pete Olson

Northern Zone VP ..........1 yr .....................................Dan Corbin

1st District .......................... 2 yr .............................Dan Taivalkoski

1st District ..........................1 yr ............................... Rich Karrasch

2nd District........................ 2 yr ................................. Joyce Bartelt

2nd District.........................1 yr ....................................Steve Hepp

3rd District ......................... 2 yr .........................................Jerry Day

3rd District ..........................1 yr ...................................Todd Giraud

4th District ......................... 2 yr ................................ Jack Gengler

5th District ......................... 2 yr ....................................Cathy Vales

5th District ..........................1 yr ................................... Tom Dorsey

6th District ......................... 2 yr .......................................Curt Lentz

6th District ..........................1 yr ................................ Brad Schinke

7th District ......................... 2 yr ..................................Jen Gunning

7th District ..........................1 yr ........................ Rob Summerfi eld

8th District ......................... 2 yr ........................ Nancy Lorbetske

8th District ..........................1 yr ...................................... Jim Seliger

BoarD oF DirectorS up For reeLection in SprinG 2013:


seminars . Resolutions

16

SEMINAR - TUESDAY, 1-2 PM

How to Double Your Profi ts and Double Your Loyal Regulars in Any Economy – Nick Fosberg

The bar/restaurant business is not what it used to be years ago. A business

could place an ad in the paper or on a radio station and see results. Not

anymore. Nick Fosberg, a leading expert in creating low cost automated

marketing systems is going to reveal exactly how to attract new paying

customers using low cost targeted direct marketing strategies and how to

turn them into loyal regulars. He is also going to reveal a simple strategy that

is overlooked by 50% of bar/restaurant owners that increased his sales by

$30,000/month.

Nick Fosberg is a bar owner in Love’s Park, IL and also the President of Bar

Owner Marketing Systems. He has a proven track record of turning failing

businesses into profi t making businesses and will share his methods with

you. If your business needs a shot in the arm (and who’s doesn’t) this could

be your answer.

SEMINAR - TUESDAY, 3-4 PM

DUI: Know the Law; Know Your Rights – Dan Berkos

We have all had customers come in and say “I got pulled over last night…

DUI”, and everyone has an opinion of what he should do or what he should

have done. Unfortunately, when it comes to Wisconsin DUI Laws, most of

us are misinformed.

Attorney Dan Berkos will give a presentation on current DUI laws in Wiscon-

sin and will go over your rights if you are pulled over. Mr. Berkos has been

practicing law for over 30 years and has witnessed the evolution of DUI

laws and their impact. You do have rights, it is important to know what they

are. If you serve alcohol, you should attend.

Professional Experience

Berkos Law Offi ce, Mauston, WI (1987 - Present)

Sole Practitioner, general practice of Law specializing in Criminal

and Traffi c defense.

Juneau County District Attorney, Mauston, WI (1981-1986)

Prosecuted all civil and criminal violations of law

Prosecuted Child Support and Paternity cases

Juneau County Corporation Counsel, Mauston, WI (1981-1983)

Represented and advised the Juneau County Board of Supervisors on

legal issues

Represented and advised all County agencies on legal matters

Negotiated union contracts for County employees, Law Enforcement

and Public Works

Thompson Law Offi ce, Mauston, WI (1979 – 1981)

General practice of law

By-law Change-over Procedure

to achieve the cycle of the By-law change,

the term of Directors and Zone VP’s need to

be extended from Fall to spring. the terms of

Sr. Vice President, Secretary, and Treasurer

need to be extended one year. this is done

by adding language to the By-law change that

will sunset after each respective spring and fall

election until cycle is complete.

Future Election/Nomination Schedule

2012 Spring

No Elections, No Nominations

2012 Fall

No elections, Nominations for Spring 2013

2013 Spring

elections for 2 year directors and Zone Vice

Presidents that were elected in 2010, and 1

year directors and 1 year Zone Vice Presidents

elected in 2011. Nomination for President

2013 Fall

Election for State President, Nominations

for Spring 2014

2014 Spring

elections for 2 year directors and Zone Vice

Presidents elected in 2011, 1 year directors

and 1 year Zone Vice Presidents

2014 Fall

Elections for Senior Vice President, Secretary

and Treasurer, Cycle complete, Nominations

for Spring 2015


“The Industry unites”

90

90

12

12

Kalahari Resort 1305 Kalahari Drive

WISCONSIN DELLS, WI

212

Meadowview Dr.Kalahari Dr.

Wisconsin Dells Pkwy

12

94

94

name ______________________________________________ Spouse/guest name _______________________________________________

Signature(s) ________________________________________________ / _______________________________________________________

Business name _______________________________________________________________________________________________________

Mailing Address ______________________________________________________________________________________________________

City/State/Zip ________________________________________________________________________________________________________

Business Phone __________________________________________ home Phone _________________________________________________

Local League _______________________________________________________________________________________________

■ This is my fi rst convention ■ I am a new Member

RegISTRATIOn FeeS (per person) Must be postmarked by 10/11/12. MeMBeR nOn-MeMBeR TOTAL

Full Registration Member: $50 / Non-Member: $70 . . . . . . . . . . . __ x $50 + __ x $70 = ________Registration One Day Member: $30 Non-Member: $35 . . . . . . . . . . . . __ x $30 + __ x $35 = ________ circle one . . . Tuesday or WednesdayPostmarked AFTeR 10/12/2012 Member: $60 Non-Member: $80 . . . . . . . . . . . . __ x $60 + __ x $80 = ________

TOTAL FeeS = ________I would like to contribute $5.00 of this registration fee to: (please check one only)

■ Tavern Industry Political Action Committee

■ Wisconsin Tavern League Foundation

■ CORe (Children of Restaurant employees)

MeThOD OF PAYMenT

Total Amount Due $ ______________________________________

Check # _______ ■ ■ ■Card # ____________________________exp. Date ____________

Cardholder name ________________________________________

Signature ______________________________________________

Cardholder Address ______________________________________

City/State/Zip____________________________________________

HOTEL: RATES: DISTANCE:Kalahari Resort $112 - $179 Host1305 Kalahari Drive Single, Double,Wisconsin Dells, WI 53965 Triple & Quad(877) 525-2427

Cut-Off Date September 21, 2012Deposit policy for individual reservations: One night (plus tax) at the time the reservation is made.

Cancellation Policy: 72 Hours, or more, prior to arrival to receive full refund less $25.00 processing fee. Less than 72 hours prior to scheduled arrival forfeits entire deposit

HOTEL INFO

2012 FALL CONVENTION & TRADE SHOWOctober 22-25, 2012

Kalahari Resort

17


Hosts of the World’s Largest Dart Tournament & the Nation’s Largest Pool Tournament

TAVERN LEAGUE OF WISCONSIN• Co-sponsor of TLW Legislative Day

• Underwriter of TLW Video on Jobs & Employment

• Provider of Coin-Operated Games at TLW Conferences & Shows to Benefit PAC

• Sponsor of the TLW Trip Give-away at TLW Fall Convention & Show

• Donor of Large Screen TV at TLW Spring Conference & Show

LOCAL TAVERN LEAGUE PROGRAMS

(SafeRide, Golf, Others)• Contributions & support from individual

WAMO members

• Matching Funds from WAMO to Tavern League Locals

• Contributions to SafeRide Program, Golf & Others

• Active Participation & Attendance

PARTNERSIN PROGRESS

MAJOR SUPPORTER OF STATE AND LOCAL TAVERN LEAGUES

Wisconsin Amusement & Music Operators PO Box 250, Poynette, WI 53955-0250

T: 608.635.4316 F: 608.635.4327

E: [email protected]

A complete list of WAMO members can be found

on the web site. Visit us at www.WAMO.net


entertainment

19

MONDAY, 8 p.m. – Trailer Kings

Trailer Kings are the best in American Garage Rock. Playing

covers from AC/DC to Warren Zevon, with originals like “Another

Day”. Trailer Kings started as the Troye Shanks band, then offi -

cially changed their name in January 2008. Trailer Kings play a lot

of great songs, but have always relied on the crowd to give them

the set list. The three part harmony that the Trailer Kings pull out

on songs like “Good Things”, “Seven Bridges Road” and many

others, really show the depth of this group.

TUESDAY, 8 p.m. – The Retro Specz

The Retro Specz play fun, danceable Classic and Retro Rock…

all in 3D!

This six piece band features both male and female lead singers,

fi ve vocalists and a rock solid backline.

We play music you know, and love to delve into songs with big

vocal harmonies that other bands won’t even try. We play, you

dance and have fun…pretty simple really.

THURSDAY, 9:30 a.m. – Sami Dare

Sami’s stage hypnosis programs explore the entertaining

possibilities of the phenomenon we call hypnosis. The show is

hilarious fun for everyone! Members of your group become stars

of a wonderfully creative and hilarious romp through the imagina-

tion. They become fi shermen, racecar drivers and movie stars.

They eat ice cream cones, speak foreign languages, and may

even forget their own names! Because all hypnosis is truly “self

hypnosis,” the participants make it happen – not the hypnotist!

People always have fun. Nobody is embarrassed. It’s safe, funny,

and guaranteed to please.

On Premise 2012 September/October 20 www.tlw.org20

auction form

The TLW Live Auction is one of the larger parties and members sure have fun

bidding, toasting and dancing! In addition to the Tuesday night function members

also have the opportunity to participate in the Silent Auction that runs during the day

on Tuesday, Noon to 4:00 p.m. and Wednesday 9:00 a.m. to 2:15 p.m.

Auction items have included travel packages, sports memorabilia, fine clothing,

electronics, art and more! Auction Chairman Pete Olson helps coordinate the

auctions that benefit the Direct Givers Fund and TIPAC.

Donating an item is simple.

1. Please fill out the form and mail it to:

Pete Olson

416 Chestnut • Black River Falls, WI 54615

2. Bring your item to the registration booth upon arrival to the Fall Convention.

* The auction committee decides if the item will go into the Live or Silent Auction.

* All items purchased at the auctions must be paid for by personal check, credit card or cash.

Thank You for your contributions!

AUCTION ITEM FORM

If your league or members will be bringing auction items to the Fall Convention, please complete the form below and send it to the Auction Committee Chair, Pete Olson.

Donor (Individual name and League) ________________________________________________________

_________________________________________________________________________________________________

Contact Person _______________________________________________________________________________

Phone (business) _________________________________ (home) ___________________________________

Please describe the item(s) your members will be donating to the TLW auctions.

Item: ________________________________________________________Value:____________________________

Item: ________________________________________________________Value:____________________________

Item: ________________________________________________________Value:____________________________

Item: ________________________________________________________Value:____________________________

Item: ________________________________________________________Value:____________________________

TLW 2012 FALL CONVENTION

Each year at the

Fall Convention

members gather

Tuesday evening

for the TLW

Live Auction.

Enjoy Responsibly© 2012 Shock Top Brewing Co., Shock Top® Lemon Shandy Flavored Belgian-Style Wheat Beer, St. Louis, MO

Ad Name: ST Lemon Shandy

Item #: PST201210293

Job/Order #:

PAADAM 239463

Trim: 8.5 x 11 Bleed: 8.75 x 11.25 Live: 7.375x9.875

Printer: On-Premise QC: CS

FINAL SIZE: 8.5 x 11

AECD

22

exhibitorsexhibitorsexhibitors

Airgas National CarbonationBooth #: 34John Kozlowski3101 Sta� ord DriveCharlotte, NC 28208-3572(800) 772-8144(800) 772-8144Fax: (704) 509-0119www.airgasnationalcarbonation.comjohn.kozlowski@airgas.comBeverage Carbonation & Beer & WineNitro-Draught Systems Distribution

American Income LifeBooth #: 20Laurie Gruber100 Pintail DriveHammond, WI 54015-5054(715) 579-3297(800) [email protected] Life & Health Bene� tsfor Working Families

American Welding & GasBooth #: 46Kevin Budnik5600 Packer DrWausau, WI 54401-9325(715) 551-0702Fax: (715) [email protected] Gas / Carbon Dioxide for Soda

Anheuser-Busch IncBooth #: 105,104Mike D. Prather5118 Merwood LaneMadison, WI 53718-7041(608) 230-5365(773) 203-7751Fax: (314) 256-6985www.anheuser-busch.commichael.prather@anheuser-busch.comAssorted Malt Beverages

Baraboo Sysco Food ServicesBooth #: 4Julie Jaech910 South BlvdBaraboo, WI 53913-2723(608) 355-8455Fax: (800) [email protected] Food, Equipment & Supplies & Disposables

Bay Tek GamesBooth #: 2Holly Meidl1077 E Glenbrook DrPulaski, WI 54162-9765(920) 822-3951Fax: (920) [email protected] - Alley Bowler, Beer Ball & a new Proto Type Beer Pong Masters

Chambers TravelBooth #: 5Colleen Chambers2737 S Ridge Rd #300Green Bay, WI 54304-5529(920) 496-9596Fax: (920) [email protected] Service Travel Agency

Cornerstone Processing Solutions, Inc.Booth #: 9Brad Palubiak1600 S Main StreetOshkosh, WI 54902-6914(920) 651-8888Fax: (920) [email protected], POS, Credit Card, Cash Registers, Check & Gift Card Processing Terms, Service & Support to all

D & D Amusement Games LLCBooth #: 33Scott Dougherty1090 W Fulton StWaupaca, WI 54981-1480(715) 258-3777Fax: (715) [email protected] Operated Equipment, Amusement Devices, ATM

Dierks WaukeshaBooth #: 28Dan MartinsP O Box 235Waukesha, WI 53187-0235(800) 283-7788Fax: (262) [email protected] Service Distributor

Disher Insurance ServicesBooth #: 47Mike DisherP O Box 179Stevens Point, WI 54481-0179(715) 344-8383(800) 675-5137Fax: (715) [email protected] & Casualty & WorkmansComp Insurance

Edge One IncBooth #: 85Wayne Weber161 Business Park CircleStoughton, WI 53589-3391(608) 873-3311Fax: (608) [email protected] Sales & Service

Ember GloBooth #: 72Judith Kelderhouse4140 W Victoria StChicago, IL 60646-6727(773) 604-8700 x202Fax: (773) [email protected] & Food Steamers

Emil’s Pizza, Inc.Booth #: 76Sue KraemerP O Box 168Watertown, WI 53094-0168(920) 262-9756Fax: (920) [email protected] Frozen Pizza Manufacturer

Fontanini Italian Meats & SausagesBooth #: 29Sherry James8751 W 50thMc Cook, IL 60525-3132(708) 485-4800Fax: (708) [email protected] Products & Sandwiches

Forest Floor FoodsBooth #: 66Kymberley PekrulN5014 Northview RdEden, WI 53019(920) 477-6009Fax: (866) 234-1739www.pickledveggies.comkpekrul.forest� [email protected] Garnishes, Mixers & Snacks

Greater Insurance Service CorpBooth #: 50Heather Heidtke414 Atlas AveMadison, WI 53714-3165(800) 747-4472Fax: (608) 221-0484www.gisconline.com/tlw/[email protected], Health & Property InsuranceProducts

Hospitality Services Corp.Booth #: 57Jerry VlaminckP O Box 739Delano, MN 55328-0739(763) 972-9077Fax: (763) [email protected] Real Estate Brokerage in the Hospitality Field

Insurance Center (The)Booth #: 8Deb Zais3301 Golf Road Suite 101Eau Claire, WI 54701-9085(715) 703-0996(715) 703-0996 (cell)Fax: (715) [email protected], Life, Disability Insurance,Annuities, Home, Auto, Commercial

Kavanaughs Restaurant Supplies & Fein BrothersBooth #: 86Kevin Kavanaugh2920 Bryant RoadMadison, WI 53713-3004(608) 271-8514Fax: (608) [email protected] & Food Equipment & Supplies

Keg-Stands, LLCBooth #: 94Tim Schulte624 E Hoover AveAppleton, WI 54915-2077(920) [email protected] your keg racking & stackingneeds.

Kessenich’s LtdBooth #: 100Cheri Martin131 S Fair Oaks AveMadison, WI 53704-5820(608) 249-5391(800) 248-0555Fax: (608) [email protected] & Food Service Equipment & Supplies

Kingston DistributionBooth #: 6Dan Brooker6402 Corporate DrIndianapolis, IN 46278-2913(317) 532-1374Fax: (877) 733-2820dbrooker@� .netTelevisions DirecTV,Telephones/Telecommunications

KLB Insurance ServicesBooth #: 107Kim BrownP O Box 25407Woodbury, MN 55125-0407(651) 730-9803Fax: (651) [email protected] Coverage for the Food & Beverage Industry

23Tavern League of Wisconsin 2012 September/October On Premise23

Lamers Bus LinesBooth #: 10Allen Lamers2407 South Point RdGreen Bay, WI 54313-5433(800) 236-1240(800) 236-1240Fax: (920) [email protected] Group Transportation & Tour Services

Luiges Frozen PizzaBooth #: 81Carl SchwibingerW3830 Cty Hwy KBelgium, WI 53004-9402(920) 994-4884Fax: (920) [email protected] Frozen Pizza

Magnuson Industries IncBooth #: 62Jason Gough3005 Kishwaukee StRockford, IL 61109-2043(800) 435-2816(800) 435-2816Fax: (815) [email protected] - Pour Portion Control Pourers& Full Line of Bar Supplies

Mass Appeal Specialties IncBooth #: 12,13Thomas G. Wilkinson2247 Shawano AveGreen Bay, WI 54303-4835(920) 469-2000(800) 345-5432Fax: (920) [email protected] of Advertising Items To Help Promote Your Business

Meyer Brothers LLCBooth #: 45Steve MeyerP O Box 196Saint Nazianz, WI 54232-0196(920) 639-4488www.themeyerbrothers.comrobert.meyer@themeyerbrothers.comOld Fashioned Cocktail Mix

Midwest Financial ProcessingBooth #: 61Renee` Worum204 N Carver StWinthrop, MN 55396(507) 647-2856Fax: (507) [email protected] Processing / Sales, Safes

MillerCoorsBooth #: 48,49Angie Argue3939 W Highland BlvdMilwaukee, WI 53208-2866(414) 931-3129Fax: (414) 931-3183

Modern Cash Register SystemsBooth #: 24Tom JonesP O Box 574Neenah, WI 54957-0574(920) 749-8007Fax: (920) 749-8011www.moderncashregister.comtom@moderncashregister.comStand-alone Cash Registers & Pointof Sale Systems, Sales, Service,Supplies & Peripherals

Motion Technology, Inc. (Autofry)Booth #: 54Kathy K. Smith10 Forbes RdNorthborough, MA 01532-2501(612) 850-4533(612) 964-4923 cellFax: (612) [email protected] Equipment, Ventless Deep Fryer

Pabst Brewing CompanyBooth #: 95Jerry Malcore20655 Tennyson DriveBrook� eld, WI 53045-4024(262) 439-9173(262) 391-4629 [email protected], Old Style, Schlitz, OldMilwaukee

Pep’s Pizza CompanyBooth #: 90Greg JablownowskiP O Box 522Medford, WI 54451-0522(715) 748-2266(888) 802-7377 PEPSFax: (715) [email protected] Pizza

Precision Pours, IncBooth #: 75Tom Highum12837 Industrial Park BlvdPlymouth, MN 55441-3910(800) 549-4491(800) 549-4491Fax: (763) [email protected] Manufacture the 3 Ball LiquorPour in use at over 2000 TavernLeague establishments

R & S MarketingBooth #: 43Bob HaydenP O Box 620271Middleton, WI 53562-0271(608) 516-1418608-345-5681 Kevin [email protected], Promotion Items, Collectables,Hot Market Prints

Reco Store EquipmentBooth #: 35Charlie Webster1617 5th St SouthHopkins, MN 55343-7813(952) 935-4330Fax: (952) [email protected] Shelving & Accesories

Richardson ChemicalBooth #: 58Beth KeblP O Box 193Manitowish Waters, WI 54545-0193(715) 543-2657Fax: (715) [email protected] Beverage Cleaning, SanitationProd., Grease Trap Maintainence, Ice Machine Cleaner

Riverside Foods, Inc.Booth #: 56Mike Coenen2520 Wilson StTwo Rivers, WI 54241-2353(800) 678-4511(920) 323-3351 cellFax: (920) [email protected] Appetizers, LegendarySeafood, Breaded & BatteredAppetizers, Fish & Seafood

Star Connection, Satellite & SecurityBooth #: 71Chad StrampeS2634 County Rd Bd Ste1Baraboo, WI 53913-9554(608) 355-2025Fax: (608) [email protected] & Residential Satellite TV, ADT Security, Verizon Wireless, Satellite Internet

Swanel Beverage Inc./BanzaiBooth #: 39Ron MusialP O Box 1186Hammond, IN 46325-1186(800) 279-2635 ext 318(800) 932-7607Fax: (219) [email protected] Drink (Banzai), Juices,Fountain Syrups

Tavern League Of WisconsinBooth #: 119,118Pete Madland2817 Fish HatcheryFitchburg, WI 53713-5005(608) 220-7788 [email protected]

Taylor Ent of WI IncBooth #: 108John MlsnaN8108 Maple StIxonia, WI 53036-0345(262) 567-7286(800) 242-9510Fax: (262) [email protected] Penny Cooking Equipment,Perfect Fry Fryers, Taylor Slush,Shake & Soft Serve

Tito’s Handmade VodkaBooth #: 103Barry Busa431 Norway CircleYorkville, IL 60560-9814(630) 248-3504(630) 248-3504 cellFax: (630) [email protected]’s Handmade Vodka

Travis Hasse’s Pie LiqueurBooth #: 19Kelly Finn7839 Twin� owers DrMadison, WI 53719-4409(608) 574-1202www.drinkpie.comk� [email protected] Hasse’s Pie Liqueurs: Apple Pie & Cherry Pie

Tri-Mart CorporationBooth #: 106Steve SundbySteve SundbyP O Box 308Menomonie, WI 54751-0308(715) 235-8195 x22Fax: (715) [email protected] Distributor

TRL Int’l Mtkg Grp/Global Vending LLCBooth #: 11Thomas R. LaugenP O Box 6233Madison, WI 53716-0233(608) 332-5447(800) 659-5447Fax: (608) [email protected] Puri� cation Systems, Video Gaming, Bottle Crushers, Portable Heaters

Wisconsin Historical SocietyBooth #: 27Kristin Gilpatrick816 State Street Rm 443Madison, WI 53706-1482(608) 264-6465Fax: (608) 264-6486www.wisconsinhistory.org/[email protected] book “Bottoms Up: A toast toWisconsin’s Historic Bars & Brewers”


Shish Kabobs are“IN”

Shish Broiler

See one at the Wisconsin Tavern League ExpoKalahari, Dells - Oct. 23 & 24Booth # 72

www.emberglo.com1-866-705-0515

Get that Great Outdoor Char-Broiled Taste - Indoors!

EmberGlo Shish ad.indd 1 8/8/2012 10:24:08 AMFOR ADVERTISING INFORMATION CONTACT:


[email protected]


Name ____________________________________________________________________________________________________

Business _________________________________________________________________________________________________

City, State, Zip _____________________________________________________________________________________________

Local League ______________________________________________________________________________________________

Please state why you feel this person should receive the TLW Member of the Year Award.

(Attach additional sheets/information if necessary.)

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

_________________________________________________________________________________________________________

YOUR INFORMATION:

Name ____________________________________________________________________________________________________

Local League ______________________________________________________________________________________________

Phone Number ___________________________________________________________________________________________

Date _____________________________________________________________________________________________________

THANK YOU FOR SUBMITTING THIS ENTRY. PLEASE RETURN TO THE TLW OFFICE AT 2817 FISH HATCHERY ROAD, FITCHBURG, WI 53713, BY OCTOBER 5, 2012

This is presented to a deserving member each Fall at the State Convention. Please take a

moment and nominate a member who you feel is deserving of this award. The recipient is

chosen based on service to not only the TLW, but also family/community. Many members

are qualified to receive this award.

Complete this form and be sure to include any information such as local awards, media

coverage, newspaper clippings, endorsements, references, etc. Please send nominations

into the TLW office by October 5, 2012

Last year’s Member of the Year was Pat Purtell from Terry’s Bar: Oshkosh.

The TLW

Member

of the

Year Award

Nomination Form

member of the year

25


Monroe County Tavern League

Monroe County Tavern League President Todd Giraud likes to see cars parked at his county’s bars…after hours as much

as during business hours.

“The number of cars just sitting there [in the parking lot], that means that many people didn’t get pulled over that night,” he says.

One of the top fi ve SafeRide-providing leagues in the state, the Monroe County Tavern League committed almost $30,000 in 2011 to provide over 6,000 SafeRides. That’s because, says Giraud, Co-owner of Sparta’s The Rite Spot, his league has made it a top priority.

“A big part of who we are is our SafeRide,” says Giraud, “and we get a lot of recognition for what we do.”

In Sparta and Tomah, Monroe County’s anchor communities, the league works with local cab companies. Together, explains Giraud, they’ve determined what the maximum cost is to get a ride home in the county. That rate is included on the SafeRide voucher and in the rare event a ride costs more, the company collects the balance from the passenger. More than half of the county’s Tavern League Members participate.

“It works so well because all parties know what the rate is set at,” says Giraud. “It’s very organized, very routine. It’s not only good for the patrons, but it’s good for the taverns, too…otherwise, that patron is not coming back to an establishment if they get pulled over and our members know that.”

In the rural communities, the league’s SafeRide is run on a Good Samaritan basis.

The league also does some PR for the program: The Monroe County Tavern League has a fl oat, complete with a band and candy, which it takes to all community parades in the county.

“We use it to promote the SafeRide program and show our presence in the community.”

Located in western-central Wisconsin, the

Monroe County Tavern League boasts an 85-percent membership rate; of the 76 establishments in the county, says Giraud, 65 are members.

“We’re really working on those last ones. Once we get to 100 percent, then I get to retire,” jokes Giraud, who has served as League President for 10 years.

The nice thing about being a smaller league, he adds, is that he and his directors know their base.

“In larger leagues, they might not know who’s on the other side of the county,” he says. “We know our base. When we walk in, [the tavern owners] know why we are there, and our recruiting comes from the bottom of the heart. It’s what we believe in and they know that.”

The league’s fundraisers, including a golf outing, pool tournament and the Spring Fling, help

support the league’s SafeRide program, which cost $25,000 in 2009-2010.

Running over the course of three days in January, the pool tournament is the league’s most popular fundraiser; “we have to turn teams away every year,” says Giraud. It’s also the league’s longest-running fundraiser at 26 years.

“It really supports the whole tavern community, players frequent member establishments for weeks to practice for the event” he says. “If people aren’t shooting pool, everyone has a pool table and people are hitting up our members to get in some practice, eat, drink.”

Spring Fling, occurs in May, and August brings the annual golf outing.

“Those are the only annual events we have,” says Giraud. “We focus and work hard on these three events. We’ve certainly done and tried other things in the past, like dart and volleyball tournaments, but the revenue was quite small and you have to balance the scale.”

The need to “balance the scale” applies to taverns as well. As with other leagues, Monroe County Tavern League Members are looking for ways to diversify their businesses to stay alive, let alone thrive.

“About fi ve [bars] have closed since the smoking ban,” says Giraud. “It does hurt the small business, and we’ve all had to look outside the box to draw people in…for some it’s hard to do

anything because they’re landlocked or have other constraints. Who knows how long they will last?”

But in tough times, it’s good to have a Monroe County Tavern League Member on your side.

“The size that we are, we’re like a second family so to speak,” says Giraud. “If anyone needs any help, we reach out to help each other. I think that’s what keeps most of us going. People make it happen, make it fun, and the burden gets lifted.”

“The number of cars just sitting there

[in the parking lot], that means that many people

didn’t get pulled over that night”

— Todd Giraud


FRONT RAIL

CORPORATE SPONSORS

LEAGUE PROFILE

AFFILIATE MEMBERS

FEATURED AFFILIATES

CHARITY SPOTLIGHT

BUSINESS SPOTLIGHT

ACCOUNTING HELP

NEW MEMBERS


CLASSIFIED ADS

LEGISLATIVE NOTES

CORPORATE SPOTLIGHT


Monroe COUNTY



FRONT RAIL

CORPORATE SPONSORS

LEAGUE PROFILE

AFFILIATE MEMBERS

FEATURED AFFILIATES

CHARITY SPOTLIGHT

BUSINESS SPOTLIGHT

ACCOUNTING HELP

NEW MEMBERS


CLASSIFIED ADS

LEGISLATIVE NOTES

CORPORATE SPOTLIGHT

DISTRIBUTOR SPOTLIGHTThe Bank

For the Smiths of Monroe County, the bar business is a family thing. “There are a few taverns in my immediate family,” says

Jim Smith, who owns Tomah’s (The Bank) with his father, James Smith Jr. “My dad has one, my mom, my uncle, my cousin has one, all in Monroe County. My grandfather used to have one, too.”

But Jim Smith’s may be the most unique. Built as a bank in 1888, the building was later con-verted into a tavern. Formerly Wise Guys and Hofbrau Tavern before that, Smith purchased the building on September 9, 2009 (09/09/09) and has put in much effort into restoring many of the bank-related aspects of the building. He reconditioned the original vault door, restored the vault and refi lled the original money shelves with his own “liquid assets.”

“The shelves are fi lled with money again,” says Smith, a third-generation tavern owner. “But now, it’s booze instead of cash.”

The vault is set immediately behind the bar, and the back bar is the original back counter from the bank.

“It’s a pretty great back drop for a bar, if you ask me,” says Smith.

Open 365 days a year from 10 a.m. to 2 a.m., Smith doesn’t serve food at The Bank, except turkey gizzards, pork hocks and chips.

“We’re a real simple place, but we serve darn good spirits.” That includes Swampwater, a nod to one of the building’s former occupants.

“We are still the home of the Swampwater…we wanted to carry on that tradition,” says Smith,

referring to a popular drink former Hofbrau Tavern owner, don Kiefer, introduced to the Tomah area. “It’s not uncommon for someone who hasn’t been here for 10, 15 years to order a Swampwater. We use the original recipe they used back in the day.”

A relatively small space with about two dozen stools, Smith has added a beer garden for addi-tional space. All the benches and tables in this outdoor space are made of natural fi eldstone and river rock.

But being small doesn’t stop Smith from packing in the fun at The Bank. He offers special events three Saturday a month; for a September wres-tling show featuring 1980s WWE legend Honky Tonk Man, 220 tickets are up for grabs and Smith is certain it will sell out.

“Comedy to wrestling, we’re always doing some-thing…there’s never a dull moment at The Bank,” says Smith. “And we need that one Satur-day a month off to catch our breath!”

Smith also hosts a number of fundraisers for lo-cals at The Bank, and he does a large Toys for Tots drive in October and November.

“If you bring in a toy, I’ll buy your fi rst drink,”

says Smith. “We’ve done it since we opened and last year, we collected seven big trash bags of toys. They all go to local Monroe County kids.”

The Bank is actually Jim Smith’s second tavern; his fi rst, Sidney’s, located in Juneau County, in Camp douglas, burned down in 2006. An ac-tive Tavern League member in Juneau County, Smith quickly joined the Monroe County Tavern League when he opened The Bank. He became a director of the local league last fall.

“The people in the Tavern League are great,” says Smith. “If you’re not a member, you’re behind the eight ball; it’s hard to keep up, be-cause the laws keep changing. It’s almost foolish to not be a member. The simple fact is that with the Tavern League, someone is there to look out for you.”

The Tavern League is also there for the commu-nity. “Also, when you see all the stuff the Tavern League does for our community,” says Smith, “I like being part of that.”

The BankJim Smith, Owner1015 Superior Avenue, Tomah608-372-2277

Monroe COUNTY

“Comedy to wrestling, we’re always doing

something…there’s never a dull moment at

The Bank” — Jim Smith


Tavern League of Monroe County is helping veterans get the recognition and appre-ciation they deserve by sponsoring Free-

dom Honor Flight, which provides free fl ights to war memorials in Washington, d.C. for honored veterans in the La Crosse area.

“It costs $100,000 a fl ight,” says Gail Raddatz, an Auxiliary Member of American Legion Post #100 and Co-Chair of the Freedom Honor Flight Com-mittee, which organizes the fl ights’ fundraising efforts in Monroe County. “The vets all fl y free and spend a day in d.C., visiting their memorials and really getting the honor and treatment they deserve.”

In April 2008, La Crosse became Wisconsin’s fi rst Honor Flight hub; there are now six total af-fi liates in Wisconsin. The La Crosse hub initially served the entire state, but now serves veterans in 16 counties in western Wisconsin with two fl ights a year in May and September. On Sep-tember 22, American Legion Post #100, based in Sparta, is sponsoring Freedom Honor Flight #10, which will send off the 1,000th veteran from La Crosse area. There are about 100 veterans on each fl ight, along with 60 to 70 volunteer guard-ians and support staff, including doctors, nurses and EMTs.

At present, priority is being given to World War II veterans. Critically ill veterans also receive high priority.

Flight day starts early; veterans must be at La Crosse Municipal Airport by 6 a.m. to go through security for a 7 a.m. fl ight. The group fl ies direct-ly to Washington, d.C.’s dulles airport, where active military personnel and reservists are typi-cally on hand to meet the veterans. From there, they visit the World War II Memorial and other

Washington landmarks, such as the Korean War Memorial, Vietnam Wall, Lincoln Memorial or the Marine Corps War Memorial.

“The fl ight out, the guys are pretty pumped up,” says Raddatz, who accompanied her father, a World War II veteran, on a fl ight three years ago. “When they get to d.C., they get the hero’s welcome they never got. It is really a great trip. My father still talks about it. It was one of the highlights of his life.”

On the return trip, there is an old-fashioned mail call on the plane; relatives are asked to write letters to their veterans and schoolchil-dren write letters as well. When they return to La Crosse between 10 and 11 p.m., the veterans and crew are greeted with fi reworks and the uW-La Crosse band.

“It’s a long, long day, but amazing,” says Raddatz.

Veterans must apply and are fl own on a fi rst-come, fi rst-served basis, and among applicants, top priority is given to World War II veterans and any veteran with a terminal illness.

“If someone is critically ill and they don’t think the vet will make until the next fl ight, they get bumped to the top of the list.” There have been several instances, says Raddatz, where veterans were scheduled for a fl ight but passed away and the fl ag for their casket was sent on the fl ight, or veterans who made the trip, but died shortly after.

The next priority is Korean War veterans, fol-lowed by Vietnam veterans. At present, there are 300 to 400 veterans on the waiting list.

Volunteer guardians must complete an applica-tion to be considered for a fl ight. Guardians are required to pay their own fl ight expenses, which is $500 per person.

In addition to donations from the Tavern League of Monroe County, American Legion Post #100 organizes a Vegas night, has a 500 Club, where local businesses donate $500 each to support a single veteran on a fl ight, and more.

“One hundred percent of what we raise goes to the Freedom Honor Flight, and the Tavern League has supported us every single year,” says Raddatz. “If it weren’t for the league and their support of our fundraising, there would be no fl ights. These fl ights happen because of donated funds. There is no government, state or federal, no military funding involved.”

donations and applications can be made online or by mailing to the address below.

“The Honor Flights are a wonderful way to rec-ognize the sacrifi ces our veterans have made for

us and our country,” says Raddatz, “and we want as many Wisconsin veterans to have the opportu-nity to join a fl ight.”

Freedom Honor FlightP.O. Box 505, La Crosse, WI 54602-0505608-784-1015info@freedomhonorfl ight.orgwww.freedomhonorfl ight.org


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“If someone is critically ill and they don’t

think the vet will make until the next flight,

they get bumped to the top of the list.”

— Gail Raddatz

Monroe COUNTY

Freedom honor Flight


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In business since 1934, Saratoga Liquor Co. Inc. is a family-owned and operated dis-tributor in Superior, serving 19 counties in

Northwest Wisconsin.

“We currently have the fourth generation of fam-ily members working in the day-to-day opera-tions and helping to guide the company into the next generation,” says Mike Streveler, Saratoga’s Vice President.

Roughly serving those counties between High-ways 13 and 10, Lake Superior and the Minne-sota border, Saratoga is a full-line spirit, wine and non-alcohol supplier for many premium and nationally known brands. That includes, among others, Brown-Forman’s Jack daniels, Southern Comfort and Finlandia; diageo’s Captain Mor-gan, Crown Royal, Tanqueray and Seagrams 7; Pernod Ricard’s Malibu, Kahlau and Beefeaters; Korbel Brandy and Fleischmann’s. Wines in-clude Gallo, Barefoot, Yellow Tail, Mirassou and Bota Box to name a few. Non-alcohol beverages and mixers include Red Bull, Motts, Jero, Major Peters and many others. The company also car-ries a few microdistilleries and breweries.

“We are also pleased to be the distributor for many Wisconsin brands, including Wollersheim, door County, Gray’s Beer and 45th Parallel Spir-its,” says Streveler.

Streveler notes a few spirit trends, including an uptick in shooters and the rebirth of both classic and original cocktails.

“In terms of the oldies coming back in Wiscon-sin,” he says, “it’s the Old Fashioned and Man-hattan. They’d gotten out of vogue a bit, but now patrons are coming in and asking for the origi-nals.”

As for original cocktails, it’s a national trend for bartenders to craft cocktails they can put their name on.

“It’s just something more and more bars are try-ing.”

Shooters are more of a regional trend, especially bars making up their own shots, and they com-pete well against beer.

“For those who just drink beer, you can get a portion of their business with a specialty shot, especially when they’re drinking with a group of people…someone is bound to say, ‘Let’s all do a shot.’ It’s a way to get that added value.”

The best way to capitalize on any of these trends, says Streveler, is asking your salesperson what is working for other clients and for the distribu-

tor in general. Advertising them is another way. “Signage and execution are keys to letting their consumers know what is available especially for new items; many times these are added sales and can be contagious among patrons.”

On the wine side, many smaller establishments are seeing a growth in interest and sales of wine. The hottest varietal, says Streveler, seems to be Moscato, which can be used as an ingredient in many cocktails or white Sangria.

Also, many suppliers offer small 187 ml bottles that allow for always-fresh options that help to control portions and eliminate waste, and al-most all varietals are available in this package. Box wine can also be a good option; many vari-etals are available, the sealed bag in the box can keeps them fresh for longer than the tradition bottle and they offer a lower cost per ounce.

Saratoga believes it has an obligation to sup-port its accounts and brands with the necessary resources to be successful. In addition to staff training, set-up and pricing surveys, full online access to ordering and invoice history and ACH payment options, that includes helping tavern owners successfully launch new brands.

“As a company, if we are going to launch a new brand into an account, we are as responsible for providing the tools that will help them sell it.”

That may include signage, recipes, recipe cards and other promotional ideas. “New brands can bring a lot of excitement and added revenue to accounts if they are promoted correctly, they are the future of our business.”

The company is active in local Chambers and charities and supports SafeRide programs in all 19 counties the company serves. Saratoga also asks employees to give back to their communi-ties; salespeople and management are asked to do 40 hours of community service each year.

“Tavern League members should feel confident in choosing Saratoga as we offer knowledgeable salespeople, great service, a terrific portfolio as well as many smaller deals to allow accounts to be competitive without having to carry a lot of extra inventory and a history of reliability,” says Streveler. “We are also family-owned, involved in the communities that we sell in, and have a vested interest in the ongoing success of our cus-tomers and the adult beverage business in the state of Wisconsin.”

Saratoga Liquor Co., IncMichael J. Streveler, COO/V.P. Sales & Marketing800-472-6923 or 715-394-4487www.saratogaliquor.com

“We currently have the fourth generation of

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operations and helping to guide the company

into the next generation.” — Mike Streveler

Saratoga Liquor Co. Inc.


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If you want to attract a younger customer base to your establishment, be sure the beer cooler is stocked with PBR: Pabst Blue

Ribbon.

“Pabst Blue Ribbon is coming back,” says Jerry Malcore, Venture Area Sales Manager, Pabst Brewing Company. “This iconic beer is showing double-digit increases, beating out some long-time powerhouses, especially in the state of Wisconsin.”

Pabst Brewing Company offers almost 40 of the nation’s and region’s most cherished brands, including Schlitz, Old Style, Blatz and Old Milwaukee. PBR just happens to be the com-pany’s most popular brand and wildly so.

Pabst Blue Ribbon is the sixth-largest-selling brand in Milwaukee, reports Malcore, and about the 11th overall in the state of Wisconsin.

“It’s risen to a very respectable ranking in Wisconsin,” says Malcore. “We are providing a product that skews very young, 35 and younger, and that demographic is growing. And that’s a plus for Tavern League Members. This demo-graphic, on average, consumes more beer, that’s a statistical given. If you connect the dots, by offering PBR, you get younger drinkers, prone to drinking more when they’re visiting your place…you win!”

Pabst Blue Ribbon’s resurgence to fame with younger of-age drinkers, adds Malcore, can be traced back to the Northwest, particularly Portland, Ore., where “hipsters” adopted Pabst Blue Ribbon as their drink of choice.

“It grew out of a countercultural movement; they were tired of being mass merchandised and marketed to,” says Malcore. “We kind of

got lucky. We were a national brand, but we weren’t marketing to anybody. We were very affordable — yes, some would say cheap — and fulfilled their need.”

From there, snowboarders in the Rockies, bike messengers, then the college crowd and more began demanding “PBR me ASAP.”

“Today, it’s way beyond that,” says Malcore. “We routinely have retailers report back to us how they switch to Pabst and the positive impact it had on their overall business.”

In honoring the counterculture that brought Pabst back from the beer grave, Pabst continues to shy away from huge marketing campaigns.

“We want to be loyal and true to what our customers told us they wanted us to be. We’re sticking with those principles, and we are what we are.”

The best way to capitalize on drinkers’ re-kindled love of PBR is to work with your local Pabst distributor.

“It’s what I tell every tavern owner; I always defer to the local distributors,” says Malcore. “They are there every week, they know the mar-ket and see what is working, what isn’t working. With your distributor, craft mutual, beneficial marketing plans, and challenge them to come up with new ideas.”

Also, he suggests investing your own time in scoping out the competition to boost PBR sales to younger drinkers and to see what others are doing to help keep your own business relevant.

“Go out and see what others are doing; if there is a hot new place, check it out. You can’t just turn the lights on and wait for people to come in,” says Malcore. “A lot of bar owners have had to redefine themselves to stay in business. Yes, it’s an investment, but knowing the competi-tion, knowing what the young drinkers in par-

ticular are tuned into, knowing your consumer base, helps you run a better business.”

Younger drinkers, in particular, like amenities such as leagues, pitcher specials and TVs to keep up on scores. They also like Pabst’s new 16-ounce cans, which are priced right and at-tractively packaged.

Pabst has been involved with the Tavern League of Wisconsin for many years; Malcore himself has been at each of the last 20 conventions, spring and fall, and has gotten to personally know many Members and directors around the state in his time with Pabst.

Founded in Milwaukee in 1844, at one time Pabst had all the beer business in state of Wis-consin. While that won’t happen again, Pabst, especially PBR, is here to stay.

“It isn’t any secret that we fell on hard times and 10-plus year ago, weren’t doing very well,

anywhere,” says Malcore. “But now we are growing, and not only growing but other brands are declining. Today, we are iconic, and Pabst is only going to get bigger and bigger. That is our goal.”

Pabst Brewing Company Jerry Malcore, Venture Area Sales Manager 262-439-9173, [email protected] www.pabstbrewingco.com www.pabstblueribbon.com

“Pabst Blue Ribbon is coming back”

— Jerry Malcore

Pabst Brewing Company


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DISTRIBUTOR SPOTLIGHTIn business for over 50 years, Burlington’s Electro-Kold Corp. is dedi-cated to fulfilling Tavern League Member’s commercial refrigeration sales, service and installation needs. “We have the experience and resources to best satisfy our customers,” says Jason Dahl, Assistant Manager of Electro-Kold.Electro-Kold offers refrigeration equipment and design, such as walk-in coolers and freezers, restaurant refrigeration and ice machines for customers and services all major commercial refrigeration brands. The company also offers frozen cocktail machines.A regular on Tavern League’s tradeshow circuit for the last four years, Electro-Kold became a Member last year.“We’ve had a presence at the tradeshows for a number of years,” says Dahl, “but for some reason, never became a Member. We changed that last year when I realized we should be.” Electro-Kold serves customers as far west as Madison, covering the southeastern corner of Wisconsin and has 12 employees.In terms of refrigeration equipment, the company does not offer spe-cific brands, but installs the brands that best serve their customers.“If [the customer] has an equipment preference we’ll work with them on that, otherwise we supply them with the equipment that best suits their needs,” says Dahl. The one exception is frozen treat/cocktail equipment; the company is an Electro-Freeze distributor. These machines are available in a variety of sizes.“We supply a variety of machines sizes,” he says. “It’s all about capac-ity. Some customers go through three gallons of frozen beverage a day and others up to 200 gallons a day. These machines are another way to increase your drink offerings and add value to your business.”The company offers 24-hour emergency service: “We offer fast service; we are usually there within two hours of your call.”Maintenance contracts are also available. “We come out two to four times a year and go through your equipment to avoid those last-minute service calls.” Those, he adds, are customized to individual business needs. Refrigeration equipment is a segment of the industry that’s experienc-ing many advances in technology, including electronically controlled motors. Replacing a standard cooler motor with one that’s electroni-cally controlled can yield energy savings, says Dahl, but obviously comes with a greater upfront cost.“Of course there is an additional investment and it’s something I need to speak to each individual customer about. Would it make sense to change one motor? Probably not. But if you have a lot of equipment, that would make sense.”

Electro-Kold Corporation Jason Dahl, Assistant Manager www.electrokold.com [email protected] 262-763-8417, 800-783-8417

ELECTro-KoLd CorP. If you can put a logo on it, Corporate Casuals & Promotional Products can get it for you.“We offer everything and anything you can put a name on: clothing beer chips, can coolies, coasters, calendars, Packers schedules, paper products, checks and more,” says Jared Comero, owner of the Winona-based company who works with customers coast to coast.An Affiliate Member for over five years, Comero, who is originally from Wisconsin, joined the Tavern League in support of his bar owner friends in Wisconsin. In addition to supporting the Tavern League as an Affiliate Member, he’s donated to the SafeRide Program in neighboring Trempealeau and Buffalo counties.Anything screenprinted or embroidered Comero does in-house; for promotional items, he works with a distributor. With literally hundreds of thousands of promotional items available, he notes that finding what you’re looking for can be “kind of overwhelming,” which is why he’s ready to do the searching for you.“If you go to the website and search for pens, you’ll get thousands of products,” says Comero, who has owned the company since 2001 and has 18 years of experience in the industry. “If you just tell me what you’re looking for, I’ll check the specials suppliers are running at the moment and help you find the best deal on what you need.”When buying promotional products, Comero says it’s best to work backward from the budget. “If you give me a budget and an idea of what you’re looking for, I’ll put together a presentation of items. Otherwise, you’re trying to pull a needle out of a haystack and you’ll get lost in the sea of possibilities.”While many people think “freebie” when they hear the term “promo-tional products,” they can also be used to advertise your business and be a source of incremental revenue.“For instance, we sell thousands of can coolies to bars,” says Comero. “You can get them at 79 cents a piece and then sell them at $2; you make double your money back and it gets you free advertis-ing. If someone is going to give you over a dollar profit and free advertising for bar goods or clothing, that’s huge.”New this year, Comero is offering a 16-ounce pint glass coolie for patrons to keep their mixed drinks cool. In addition to coolies, shirts and magnets are popular items.Comero offers in-house design at no charge. In addition, he does not charge a screen charge or set-up fee for screenprinting and embroidery orders of 12 or more pieces. (This does not apply to promotional items, as they go through an outside supplier.)“We are very price competitive, and our work is amazing. We make sure you not only get a good price, but we make sure artwork looks great. We want customers to sell their stuff, not sit on it.”

Corporate Casuals & Promotional Products Jared Comero 169 Market St., Winona, MN www.corpcasuals.logomall.com [email protected] 888-876-6176

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With a long history of serving bars and taverns, M & R Amusements & Vending has “everything that you would find in a tavern related to gaming, jukeboxes, darts, ATMs, video games, pool tables, darts, toy cranes, air hockey, you name it,” says Partner Rick Kitchner. Formerly Leick Amusements, M & R has a 40-year history in the Marshfield area; in fact, some of the company’s 14 employees have been around for a good portion of that history.Offering sales and 24/7 service, it’s the company’s service, says Kitchner, that sets it apart from competitors. “By far, our service is the key,” says Kitchner. “We have a great service group here. Every operator has access to similar equipment, so it really comes down to service. If you have a machine that’s broken for a period of time, no one is making any money in it. Within 30 to 45 minutes, we can be there to get it fixed.”M & R serves taverns, hotels and other clients within a 50-mile radius of Marshfield.The company also offers and can manage leagues for taverns, including setting up schedules and handling money for some.“Leagues are one thing we do to support taverns,” says Kitchner. “We want to help them be as successful as possible.”M & R primarily offers dart and pool leagues. A member of the Wisconsin Dart & Pool Association, M & R has some players “heavily participating” at the state and national levels.Leagues have been growing and have become a year-round option for many taverns.“Leagues used to just be in the winter months and that’s still definitely the strongest time, but we’re getting more and more players in the summer.” Leagues, says Kitchner, are one way to offset the losses businesses may experience on the game side with the advent of mobile games and new, improved at-home systems.“One of the things that has happened is with the availability of games on telephones, Wiis, XBoxs…games just don’t do that well anymore, especially game rooms at hotels,” he says.Download jukeboxes, like TouchTunes, are now offering additional benefits to draw in customers, including photo booths, karaoke and the option to download songs to a phone.Increased interactivity on games is another draw. For instance, he explains, new online dart machines allow patrons to play people in different states and countries; with a built-in camera, players can even see their opponents!Also a member of WAMO (Wisconsin Amusement & Music Operators), which works closely with the Tavern League, M & R wants to help its clients get the most of their vending and amusement equipment. “There are a lot of benefits of working with M & R,” says Kitchner. “We want to be a partner with our business owners. We want to help keep them up to date, know what they’re thinking and serve them in the best way possible.” M & R Amusements & Vending Rick Kitchner, Partner 1807 Laemle Avenue, Marshfield 715-387-4954

M & r aMUSEMENTS & VENdINgIf you want to be a better tavern owner, Tim Lantz’s Pantheon BC can

help. Founded in January 2009, Lantz put his years of experience in the hospitality and retail industries, including helping to open Madi-son’s second Nitty Gritty location, and in corporate consulting, into the creation of Pantheon. With three other employees, Pantheon BC offers affordable consulting and education services to small business owners to help them run their business better and in a more financially stable way.“We offer more of an education model,” says Lantz. “We are there to guide and educate. We can get our hands dirty when clients need us to, or we can just be there to help guide in the right direction, with the business still doing a fair amount of the work to keep it affordable.” Pantheon offers three programs for small business owners. The BOSS (Business Owner Strategic Support) program is a coaching and mentoring program, much like “executive coaching for small business owners,” explains Lantz. Meeting for an hour or two each month or quarter, “we holistically look at the business,” he adds. These meet-ings might produce strategies to increase sales, manage expenses, better understand sales and marketing, improve human resources policies and procedures and more. Lantz is also available to clients between regular meetings, serving something of an advisor role, a person to discuss ideas with. “That’s one of the softer benefits of the program,” says Lantz. “We serve as a sort of an ad-hoc board of directors, an advisor other than yourself to bounce decisions off. That’s one of the biggest challenges of being a small business owner: The buck stops with you. If you’re at a big company, the CEO has a board or someone else other than themselves to talk with to make sure a decision is a good one. A small business doesn’t have that. Our BOSS members use that feature a lot, having us there as a resource.In addition, Pantheon BC offers project-based consulting, which in-cludes anything from performance and opportunity assessments that provide a comprehensive look at your business, to teaching business owners accounting basics. “Our assessment and consulting projects are geared to a segment of owners who need more help than is available in our BOSS program.” Finally, Pantheon’s BC University offers workshops and seminars focused on the company’s pillars of business: A new member as of 2011, this year, Pantheon BC will work with taverns around the state as long as it makes good financial sense for the client.“We are not in the habit of serving a business if they can’t afford it,” says Lantz. “But if what you need we can tackle in the BOSS program, we can deliver that same value by phone, web and email.” If you want to be a better business owner and want to have a restaurant or a bar that’s financially stable and offers a premier level of service, Panthenon BC can help. Shortly after the writing of this article, Pantheon BC was acquired by Cathedral Consulting Group LLC, a Milwaukee-based firm with offices in New York and New Jersey that works with small to mid-size businesses and non-profit organizations. For more information on Pantheon BC services, please contact Jerry Condon, Managing Director at Cathedral Consulting Group. (414) 308-9410; [email protected] Pantheon BC Timothy Lantz, Founder & Chairman www.pantheonbc.com 414-719-5128

PaNThEoN BC

36Tavern League of Wisconsin 2012 July/August On Premise 36Tavern League of Wisconsin 2012 July/August On Premise

TLW “Winter Getaway” ALL-INCLUSIVE CRUISE 2013

Febr�ar� 23 - March 3, 2013Aboard the NORWEGIAN DAWN

Depart Saturday, spend one night in Tampa FL, set sail Sunday for 7 nights.

Ports of Call include:• Tampa – FLORIDA• Costa Maya – MEXICO • Belize City – BELIZE• Roatan – HONDURAS • Cozumel – MEXICO

Inside CABIN $1,545.00/per person Green Bay/Appleton/Milwaukee departure

$1,445.00/per person Minneapolis departure

Balcony CABIN $1,830.00 per person Green Bay/Appleton/Milwaukee departure

$1,730.00 per person Minneapolis departure

Hampton Inn TAMPA/YBOR CITY $159.00 + tax/per room (includes hot breakfast)

INCLUDESRound trip air fare from Green Bay, Appleton, Milwaukee or Minneapolis (limited seats), round trip transfers, 7 nights aboard the NORWEGIAN DAWN, all meals and beverages on the premium beverage package.

DOES NOT INCLUDE Hotel 1 night prior to departure in Tampa (payable upon arrival) and $12 per person per day gratuity for cabin steward, bus boy and waiter (added to cabin account daily). Prices based on 2 passengers sharing a cabin.

DEPOSIT$125.00 per person to reserve cruise (check or credit card)$100.00 per person to reserve air (check only)

Final Due December 7, 2012

[email protected] or 920-496-9596/800-235-9596www.chamberstravel.info for more information


As of August 25, 2012

ackley novelty inc

advanced Draft Solutions LLc

affi liated investment Group

airgas national carbonation

alliance insurance centers, LLc

allied Games, inc

allied insurance centers inc.

american entertainment Services, inc

american income Life

american welding & Gas

amusement Devices inc

app Mountain LLc

atM network inc

audio excitement

B & K Bar & restaurant Supplies

B-M Music & Games

Badger hood cleaning

Baer’s Beverage inc.

Bar owner Marketing Systems

Baraboo Sysco Food Services

Baraboo tent & awning

BarsGuru enterprises LLc

Bay tek Games

Bay towel/Linen rental

Beechwood Distributors, inc.

Benedict refrigeration Service, inc

Best Bargains

Bevinco

Bi-State point of Sale Solutions

Big Daddy Games LLc

Big Game Sports cards/Sterling Graphics

Bill’s Distributing LtD

Blondie enterprises

BMi (Broadcast Music inc)

Bob Schuchardt insurance

Boelter companies

Bromak Sales inc

Buy right purchasing Group LLc

cash Depot

central ceiling Systems, inc.

chambers travel

cintas corporation

coffee express, inc.

cornerstone processing Solutions, inc.

corporate casuals & promotional products

D & D amusement Games LLc

Dean health plan

Delafi eld Brew haus

DeVere company inc.

Dierks waukesha

Dining publications LLc

DiScuS

Disher insurance Services

DJ D-train

edge one inc

el cortez hotel & casino (the)

electro-Kold corporation

emil’s pizza, inc.

empire Development & construction inc.

energy Distributing

engels commercial appliance, inc.

Flanigan Distributing

Fleming’s Fire i

Flipside coin Machines inc

Fox Valley clean air

Freistadt alte Kameraden Band

Friebert, Finerty & St. John, S.c.

Game Management corp.

Games are us inc

General Beer - northeast, inc.

General Beverage Sales co

Glavinsured agency, inc.

Great Lakes amusements

Great Lakes Beverage

Great northern amusements

Guardian pest Solutions, inc

Gunderson Linen

Gustave a Larson company

heartland payment Systems

heartland payment Systems

hiawatha chef, Bar and Janitorial Supply

hidden Bay Graphics

holiday wholesale inc

hood cleaning pros.

hospitality Services corp.

huebsch Services

hyer Standards

ideal ad & Sportswear

impact Seven, inc.

independent insurance Services inc.

indianhead Foodservice Dist. inc

insphere insurance Solutions

is it 2b Marketing

JBM amusements

Jim’s tap cleaning LLc

John hancock

Johnson Brothers Beverage

Johnson Dist. inc.

Jp Graphics inc.

Just in time refrigeration LLc

JustiSolutions

Keg-Stands, LLc

Kessenich’s Ltd

KLB insurance Services-illinois casualty

Kobussen Buses, Ltd

Krantz electric inc.

Lakes Business Group inc

Lamers Bus Lines

Lebby’s Frozen pizza

Lee Beverage of wisconsin LLc

Lehmann Farms

M & r amusements & Vending LLc

Madison area city Guide

Magnuson industries inc

Mass appeal Specialties inc

MBa corp.

Micro Matic

Midstate amusement Games

Midwest amusements

Midwest coin concepts of wi

Milwaukee Brewers

Milwaukee Bucks

Mississippi river Distilling company

Mitchell novelty co.

Modern cash register Systems

Moy, Borchert, erbs & associates, LLp

Mpi protective Services*

Murphy Desmond S.c.

MyBarwi.com

national chemicals, inc.

new Glarus Brewing co

new York Life

northern Lakes amusement

northwest coin Machine co

original ovenworks pizza

pantheon Bc

paradise printing company

park ridge Distributing, inc.

payroll center (the)

pehler Distributing, inc.

pep’s pizza / Benetti

per Mar Security Services

plunkett’s pest control

portesi italian Foods, inc

precision pours, inc

preferred Distributors, LLc

pub passports

Qpondog text Message Marketing Specialists

r & S Marketing

racine amusement inc

red’s novelty LtD

reindl printing

reinhart Food Service, LLc

riverside Foods, inc.

S & S Distributing, inc.

Saloons n Spoons/turbo chemical

Sam’s amusement co

Sam’s club

Sanimax uSa inc.

Saratoga Liquor co, inc.

Schmidt novelty

Serralles uSa Brands

Service Specialists

Slack attack communications

Special olympics wisconsin, inc.

Stansfi eld Vending inc

Star connection, Satellite & Security

Stealth Solutions

Stevens point Brewery

Stinky Gringo Margarita inc.

Superior Beverages LLc

Superior Vending

Swanel Beverage inc./Banzai

tamarak Design’s

this Drinks on us, LLc

ticket King inc.

toccata Gaming international, LLc

total Merchant Services of wi

total register Systems

travel Leaders

tri-Mart corporation

tricky Dick & Joyce Specialty

uS Foodservice

Vern’s cheese inc

Vital tokens

wausau coin Machines inc

wi hospitality insured

wil-Kil pest control

windy water amusements

wine institute

wisconsin Souvenir Milkcaps


DISTRICT 1racine city

Russ’s Tap LLC Robert J. Kohel Racine

racine county

Racine County Dead End Saloon Robert Bauman Caledonia

Route 20 Outhouse Ray Stibeck Sturtevant

rock county

Riley’s Sports Bar & Grill Kevin Riley Janesville

walworth county

Hogan’s Goat Steve & Darlene Murrin Delavan

DISTRICT 2columbia county

E-Z Axis Bar Shirley L. Wellnitz Fall River

Pardee Sports Club 22 Donald Achterberg Pardeeville

Shamrock Bar and Grill Tim Green Portage

Hooker’s Resort David Hafner Poynette

Dodge county

Guido’s Spirits & Sandwich Co Scott Brittain Byron

Jefferson county

Paddy Coughlins Irish Pub Erin Housley Fort Atkinson

Madison/Dane county

Deerfi eld Pub & Grill Tina Addison Deerfi eld

DISTRICT 3crawford county

Last Call Bar & Grill LLC Doug Enke Gays Mills

Rowdy’s D and D Debra M. Noble Prairie Du Chien

Grant/iowa county

Guler’s Corners Stephanie Redfearn Cuba City

Juneau county

Kozys PizzaStella B. Hysell Mauston

Buckhorn Cafe Jerry Szozepahiak Necedah

Talisman Liquor Joel Weigel Necedah

La crosse city/county

Sawtooth Sam’s Ted Schmidt La Crosse

Stolpa’s Stein Haus Chris Stolpa & Brandon ClarkLa Crosse

Spillway Pub Jon Stevens Onalaska

Monroe county

Brenda’s Bar & GrillClinton Garves Cashton

Sparta Steak HouseEmily Dickenson Sparta

Carlton LLC Al Davis Tomah

Sauk county

Wild Entertainment LLCElizabeth HandWisconsin Dells

DISTRICT 4Manitowac county

7 Lakes Golf & Dining Chad Braun Cato

Club Atlantis Scotty Seal & Tom Sixel Two Rivers

D Rocks Outer Limb Derrick Konz Whitelaw

Sheboygan county

Miller’s Glen Guy Miller Howards Grove

washington county

Last Stop Saloon, LLCBrian C. Eskildsen Germantown

DISTRICT 5adams county

Garage Bar (The)Bruce JohnstonLyndon Station

Langlade county

Oasis Bar Ron Kautz Merrill

Marathon county

Marathon Bowling Center Brian Tesch Marathon

Indianhead Golf CourseSarah Schrickel Mosinee

Pit Stop Bar & GrillBradley Jacobson Mosinee

Palms Supper ClubSteve HutchisonSchofi eld

Hoffman House Wausau Daniel Loomis Wausau

New City Grill LLC Robert & Terri Weirauch Wausau

portage county

Archie’s Still Kathy KonkolStevens Point

Michele’s Restaurant & Catering Thad Klasinski Stevens Point

Shawano county

Thunderbird ClubMenominee Casino Keshena

JNR Red River Tavern, LLCRonald J. Strebe Shawano

waupaca county

TK Bar & GrillTammi & Kevin Mitchell Manawa

D-Bars Lisa Dunbar Waupaca

DISTRICT 6Florence county

Frosty Goat (The) Jason Marshall Florence

Forest county

Cheneys Supper Club Wayne Steffen Laona

Marinette county

Sports Corner Christopher McCarrie & Dan Hanley Marinette

oconto county

Wise Guys Riverside Bar Guy Vanden Heuvel Oconto

Penguin Again LLC (The) Jennifer Sadorf Oconto Falls

Old Crowbar & Grill (The) Debra J. Bushman Sobieski

DISTRICT 7chippewa county

Valley Tavern Stacy L. Pecha Bloomer

Linda & Dan’s T & C Linda Engen & Dan Webber Chippewa Falls

clark county

Dwight House Dwight Kramer Abbotsford

Ripp’s Bar Shawn Miller Spencer

eau claire city/county

Lake Hallie Sportsman Club Annie Gobler Chippewa Falls

pierce county

Bendilly’s Lisa M. Plummer Ellsworth

Ellsworth Rod & Gun Phil Richie Ellsworth

Vino In The Valley Larry Brenner Maiden Rock

trempealeau/Buffalo county

Double Barrel Bar & Grill Brendan & Shannon Mock Alma

Red Ram Saloon (The)Sue Bloomstrom Alma

Arcadia Ctry Club - Restaurant Fairway Golf Proshop Arcadia

DISTRICT 8ashland/Bayfi eld county

Snug (The) Dan & Kristi Doman Washburn

oneida county

Flyin Finn Pub & Resort Jon Danner Rhinelander

price county

Butch’s Place Bar & Grill Richard & Judy Komatz Phillips

Sawyer county

Outdoor Creations Greg Achtor Hayward

taylor county

Filling Station Cafe & Bar Lori Phillips Medford

tomahawk/Merrill area

Prairie Rapids Tavern Michelle Thedens Tomahawk

SportsLand Bar & Grill Kim DeBels Tomahawk

Vilas county

Twelve Pines Eric Helgeson Conover

Phelps Convenience Center Wendy Mohr Phelps

DISTRICT 9Milwaukee county hospitality

Finn McGuire’s Irish PubStephen GlazerHales Corners

Boone & CrockettDoug WilliamsMilwaukee

Club Garibaldi Joe Dean Milwaukee

Dino’s Taverna Dino Zarkos Milwaukee

Hotel Foster (The)Doug WilliamsMilwaukee

Sly Fox Bar Daniel Sly Milwaukee

Spitfi res on StateTammy L. PetersonMilwaukee

Shop (The) Kelly Huennekens West Allis

Jackson’s Blue Ribbon PubMark ZierothWauwatosa


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July 1 to august 25, 2012


Daylight savings time ends on the fi rst Sunday in november. Remember to set your clocks BACK an hour at 2:00 am on

Sunday, November 4th.

Section 175.095(2), Wis. Stats., states that daylight saving time begins at 2:00 a.m.

the second Sunday in March and ends at 2:00 a.m. the fi rst sunday in november. As such, clocks are set ahead one hour

at 2:00 a.m. the second Sunday in March, thus taverns would close at 3:30 a.m.

daylight saving time on this date. On the fi rst sunday in november, the clocks are set back an hour at 2:00 a.m.; bars gain

an extra hour and must close at 2:30 a.m. regular Central Standard Time.

Daylight Saving Time (or summertime as it is called in many countries) is a way

of getting more light out of the day by advancing clocks by one hour during the

summer. During Daylight Saving Time, the sun appears to rise one hour later

in the morning, when people are usually asleep anyway, and sets one hour later in the evening, seeming to stretch the day

longer. the reason dst works is because its saves energy due to less artifi cial light

needed during the evening hours—clocks are set one hour ahead during the spring,

and one hour back to standard time in the autumn. many countries observe

DST, and many do not.

HISTORIC MOSINEE BUILDING WITH TAVERN & LIQUOR LICENSE

- FOR SALE -

202 MAIN ST, MOSINEE, WIASKING $399,000 Established business currently leasing commercial space or potential to run your own tavern, plus 9 Apartments. Prime location, on main street in downtown Mosinee. Recently painted exterior and many other updates. Owner is 74 and eager to retire.

• 9 Apartments (1 and 2-Bedroom)• Commercial space currently home to Dinger’s Sports Bar• Over $60,000 in annual gross rental income potential• Currently 8/9 Apartments are leased• Almost 10,000 in finished square feet • Property was recently painted and contains many other updates• On-site laundry• The property is not currently listed allowing for a lower sales price

without real estate commission• Motivated seller

Wayne Swanson | 4111 Stewart Ave. | Wausau, WI 54401 Tel: 715.212.3746 | [email protected]

ASKING $399,000

Swanson Rentals LLC


Impact of the healthcare act

In 2010, the Healthcare Act was passed. Much of the impact was originally felt by insurance companies. Business owners offering health

insurance coverage to their employees saw a new tax credit. Many of the other changes seemed a long way off. Now, with the recent Supreme Court decision, four key changes are scheduled to take place beginning in 2013.

ChAnge # 1 new $2,500 Cap on healthcare FSA Contributions

Before the Healthcare Act, there was no limit on the amount you could contribute to your employer’s healthcare Flexible Spending Account (FSA). Although some employer plans placed a limit on annual deferrals, there was no Federal limit.

A FSA allows you to set aside on a pre-tax basis, income to be used to pay eligible medical expenses. As long as these funds are spent on allowable expenses no tax is incurred. If the taxpayer does not incur enough eligible expenses, the funds are lost (“use-it-or-lose-it” rule).

Beginning in 2013, the maximum annual FSA contribution for each employee will be capped at $2,500. This cap applies to each individual separately so that if a husband and wife are both eligible to participate (even if at the same Company), they can each defer $2,500.

ChAnge # 2 new Threshold - Itemized Medical expense Deductions

Before the Healthcare Act, the allowable itemized deduction for unreimbursed medical expenses was limited to the excess over 7.5% of your adjusted gross income (AGI). Starting in 2013

the threshold will be raised to 10% unless either you or your spouse is over age 65 as of 12/31/13 (then the threshold remains at 7.5% until 2017). If you turn 65 in 2014 – 2016, the 7.5% threshold will apply from that year until 2017.

Planning tip: Consider accelerating medical expenses into 2012 to maximize deductibility under the more taxpayer-friendly 7.5%-of-AGI threshold.

ChAnge # 3 new 0.9% Medicare Tax on earned Income

Currently, the Medicare tax on employee compensation and/or net self-employment (SE) income is 2.9%. If you are an employee, 1.45% is withheld from your paycheck and your employer pays the other half. If you are self-employed, you pay the entire 2.9% yourself.

Beginning in 2013, if you are an individual earning more than $200,000 or a married couple earning more than $250,000 jointly an additional .09% will be charged on amounts earned above those amounts.

Planning tip: Consider shifting income into 2012 from 2013. This shift could have negative effects on your 2012 tax situation, so exercise caution and consult a tax advisor before implementing this shift.

ChAnge # 4 new 3.8% Medicare Tax on Investment Income

The maximum federal income tax rate on dividends and long-term capital gains is 15% through the end of 2012. Beginning in 2013, the maximum long-term capital gain rate will increase to 20%, and dividends may be taxed at rates as high as 39.6% due to the expiration of the

“Bush tax cuts.”

Also starting in 2013, all or part of your net investment income may be hit with an additional 3.8% “Medicare contribution tax,” resulting in capital gains being taxed at up to 23.8% and dividends as high as 43.4%.

The additional Medicare contribution tax will not apply unless your modified adjusted gross income (MAGI) exceeds $200,000 for an unmarried taxpayer or $250,000 for married individuals filing a joint return ($125,000 each if filing separate returns).

Net investment income includes gains from sales of assets held for investment (does not include business assets or your principal residence), interest, dividends, annuities, royalties (net of expenses), net rental income and gross income from passive business activities.

Planning tip: Consider recognizing long-term capital gains in 2012 if recognizing these gains also makes sense from an investment standpoint. Review your investments to consider if switching to those paying tax-free interest makes sense. Consider accelerating things that would increase your AGI, such as converting from a traditional to a Roth IRA in 2012 vs. 2013.

This being said, there are still elections to come in November and still the chance that some or all of these additional taxes will be repealed, or that some or all of the “Bush tax cuts” will be extended. It is another year to start planning early, but to hold off on implementation. Consult with your tax advisor for moves you might consider in your specific situation.

Kimberly Ruef, CPA is a partner with Wegner LLP, CPAs & Consultants and Wegner Payroll Group with offices in Madison, Baraboo and Waukesha. She has been providing accounting and tax services to businesses and business owners for over 20 years. This article is not intended to give you complete tax advice, but a general review of the subject matter.

Phone: (608) 274-4020 Email: [email protected]

By Kimberly Ruef, CPA


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UPCoMINgTLW EVENTSFALL 2012 Convention & TradeshowOctober 22 - 25, 2012Kalahari Resort1305 Kalahari DriveWisconsin Dells, WI 53965

SPRING 2013 Conference & TradeshowApril 8 - 11, 2013Plaza Hotel & Suites & Conf. Ctr.1202 W Clairemont AveEau Claire, WI 54701

FALL 2013 Convention & TradeshowOctober 7 - 10, 2013Hyatt 333 Main StGreen Bay, WI 54301

SPRING 2014 Conference & TradeshowApril 7 - 10, 2014Radisson Hotel & La Crosse Center200 Harborview PlazaLa Crosse, WI 54601

FALL 2014 Convention & TradeshowOctober 6 - 9, 2014Kalahari Resort1305 Kalahari DriveWisconsin Dells, WI 53965

SPRING 2015 Conference & TradeshowMarch 30 - April 2, 2015Grand Geneva Resort7036 Grand Geneva WayLake Geneva, WI 53147

FALL 2015 Convention & TradeshowOctober 5 - 8, 2015Paper Valley Hotel333 W. College Ave.Appleton, WI 54911

SPRING 2016 Conference & TradeshowApril 5 - 8, 2016Plaza Hotel & Suites & Conf. Ctr.1202 W Clairemont AveEau Claire, WI 54701

FALL 2016 Convention & TradeshowOctober 10 - 13, 2016Kalahari Resort1305 Kalahari DriveWisconsin Dells, WI 53965


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oconto County Tavern League

The Oconto County Tavern League held their annual golf outing on June 18th at the Parkway Golf Course in Pound, WI. 152 golfers shared in the fun with a chance to win a Jeep Wrangler for a hole in one. The Oconto County Sheriff’s Department did the cooking of the burgers and brats, a 19 year tradition. The league had 31 different hole sponsors including Alliance and Wilson Mutual Insurance Co.

About Walk a Mile in her Shoes: Men: Are you willing to walk a mile in her shoes? La Crosse City/CountyTavern League helps to raise money and awareness for domestic violence

Domestic violence is an epidemic in America and it affects everyone. Although the targets of domestic violence are generally women, it leaves its mark on families, friends and the community, too. There’s a saying: “You can’t really understand another person until you’ve walked a mile in their shoes.” That’s the inspiration behind an innovative walk to raise money and awareness. It’s called “Walk a Mile in Her Shoes®,” a men’s march against domestic violence held during Riverfest on Thursday, July 5, in Riverside Park, La Crosse.

The La Crosse Area Tavern League Foundation has been a major sponsor of Walk a Mile the past two years. This year’s walk was the most successful ever. A record number of registrants and sponsors raised more than $40,000. Tavern League representatives presented a check for $3,000 to Walk a Mile organizers at a La Crosse Loggers baseball game on August 7th.

Men in the La Crosse area were asked to put on high heels—yes, actual high heel shoes—and walk two laps around Riverside Park (about a mile). The goal was to have more than 300 men join hosts, the La Crosse Riverfest Commodores, for a fun, thought-provoking event, raising money and awareness for this very serious issue and showing support for survivors of domestic violence. This year, women joined in the fun as “Sole Sisters” and were an excellent support for those men who took up the challenge.

Funds raised support YWCA of the Coulee Region programs and Gundersen Lutheran Medical Foundation’s Carilee Fund which offers confidential financial assistance to victims of domestic violence. The Carilee Fund is available to all victims of domestic abuse in the Coulee Region no matter where they receive their care. The Fund offers financial assistance for things such as transportation expenses, legal fees, childcare during a medical or court appointment, rental assistance or emergency funds.


Left to right:

David Amborn Gundersen Lutheran Medical Foundation

Dale Clements President, La Crosse Area Tavern League Foundation

Tim Groth Vice-President, La Crosse Area Tavern League Foundation

Ruth Ann Schultz yWCa of the Coulee region

Pete Madland, Executive Director, Tavern League of Wisconsin

La Crosse City/County Tavern League


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With global sales hitting record highs in 2011, tequila spirits have hit their stride. But is that an authentic tequila

your patrons are chasing?

Made only from the blue agave plant that grows primarily in the area surrounding its namesake, the city of Tequila, Mexico has claimed the exclusive international right to the word “tequila,” threatening legal action against manufacturers of distilled blue agave spirits in other countries. Mexican law states that tequila only can be produced in the state of Jalisco (where the city of Tequila is located) and limited regions of four other states. In fact, the Tequila Regulatory Council of Mexico specifically oversees all processes and activities related to the supply of agave, production, bottling, marketing, information and business practices for tequila. All authentic bottles of tequila bear a NOM (Norma Oficial Mexicana) identifier, a serial number to certify that the tequila is made only from the Tequilana Weber Blue variety of the agave species grown in the allowed states and municipalities.

There are over 100 distilleries making over 900 brands of tequila in Mexico and over 2,000 brand names have been registered.

Jalisco’s red volcanic soil is particularly suited to growing blue agave, and more than 300 million of the plants are harvested there each year. Planting, tending and harvesting agave is a manual effort, and agaves range in size from 150 pounds to 240 pounds. They must be harvested at exactly the right time, or they will not have the right amount of sugar for fermentation.

The Aztecs had previously made a fermented beverage from the agave plant, but when the Spanish conquistadors ran out of brandy, they began to distill agave to produce North America’s first indigenous distilled spirit. Around 1600,

the first tequila factory opened in Jalisco, and Spain’s King Carlos IV granted the Cuervo family the first license to commercially make tequila.

don Cenobio Sauza, founder of Sauza Tequila, was the first to export tequila to America in the late 1800s. It was Sauza’s grandson, don Francisco Javier, who initiated the practice that real tequila can only come from the Mexican state of Jalisco, insisting “There cannot be tequila where there are no agaves!”

There are two basic categories of tequila: mixtos and 100% agave. Mixtos use no less than 51% agave. With 100% agave tequila, blanco (“white”) or plata (“silver”) tequilas present the bold, raw flavors of the distilled agave upfront as they are unaged or aged for less than two months in a neutral cask. Joven (“young”) and oro (“old”) tequilas are a mix of blanco and plata tequilas. Aged between two months and three years,

reposado (“rested”), añejo (“aged”) and extra-añejo (“extra aged”) tequilas are smoother, subtler and more complex.

Tequila is most often made at 76 to 80 proof but can be produced between 70 and 110 proof. In its home country, the most traditional way to drink tequila is straight; comparatively, America’s choice of salt-tequila-lime is also referred to as “training wheels.”

Tequilas should not contain a “worm” in the bottle; that misconception started as a marketing gimmick in the 1940s. The worm is actually the larva of a moth that lives on the agave plant and finding one in the plant during processing indicates an infestation and a lower-quality product. If you find one, get a new bottle.

: Tequila

Bloody Mariachi A Sunday morning tradition in Wisconsin is the Bloody Mary. Serve up this spiced up version, the Bloody Mariachi, at brunch or offer it as an alternative to your morning coffee regulars. Serves 6.

24 ounces tomato juice 9 ounces tequila 2 tablespoons fresh lime juice 1 tablespoon Worcestershire sauce 1 to 2 teaspoons adobo sauce (from canned chipotle chilies) ¼ teaspoon ground black pepper ¼ teaspoon celery salt Celery sticks, lemon wedges for garnish.In a chilled pitcher, mix all ingredients except for garnishes. Shake or stir. Garnish with celery and lemon. Serve over ice.

one Tequila, Two Tequila, Three Tequila, Floor!


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Many American-made Products Available Newton Mfg. Rep. – Jim Flynn

Janesville 608-758-3470 or Cell 608-201-2055

Email: [email protected] Website: www.newtonmfg.com/jimflynn

Affi liated Investment Group .......................................................................................... 43Anheuser-Busch, Inc. www.anheuser-busch.com ....................................................... 21B&K Bar & Restaurant Supplies wwww.bandkbarsupplies.com .............................. 45Benedict Refrigeration Service, Inc. www.benedictrefrigeration.com .................... 41Cash depot www.cashdepot.com .................................................................................. 46Cornerstone Processing Solutions www.cornerstoneps.net ................................. 45, 46department of Health Services (Wisconsin Wins) www.smokecheck.org .................. 9disher Insurance Service www.disherinsurance.com ............................................... 45Edge One, Inc. www.edgeone.com ................................................................................ 31EmberGlo www.emberglo.com ...................................................................................... 24Emil’s Pizza, Inc. www.emilspizza.com ......................................................................... 6Empire development & Construction www.empiredevelopment.com ..................... 43Engels Commercial Appliance, Inc. www.engelsinc.com ........................................... 12Great Lakes Amusement www.glastore.com ........................................................... 6, 43Kalahari Resorts www.kalahariresorts.com ................................................................. 6Kessenich’s Ltd. www.kessenichs.com ........................................................................... 6Kobussen Buses, Ltd www.kobussen.com .................................................................... 45Lamers Bus Lines, Inc. www.golamers.com .................................................................. 7Legend Larry’s www.legendlarrys.com ........................................................................ 12Magnuson Industries, Inc. www.posi-pour.com .......................................................... 41Mass Appeal Specialties, Inc. www.massappealinc.com ........................................... 29Midwest Financial Processing www.mfpatm-safe.com .............................................. 24MillerCoors www.millercoors.com .............................................................................. BCModern Cash Register Systems www.moderncashregister.com ................................ 45Newton Manufacturing Company www.newtonmfg.com/jimfl ynn ........................... 46Pep’s Original Pizza www.pepspizza.com .................................................................... 31The Plaza Hotel & Suites www.plazaeauclaire.com ..................................................... 7Precision Pours, Inc. www.precisionpours.com ......................................................... 33Sanimax uSA Inc. www.sanimax.com ......................................................................... 31Serralles uSA www.donq.com ....................................................................................... 12Society Insurance www.societyinsurance.com .........................................................IFCStinky Gringo Margaritas www.stinkygringo.com ...................................................... 43SYSCO Food Services of Baraboo, Inc. www.baraboosysco.com ............................... 41Swanson Rentals LLC ..................................................................................................... 39Tito’s Handmade Vodka www.titosvodka.com ............................................................. 15Total Register Systems www.trs-pos.com ..................................................................... 31Tri-Mart Corporation www.trimart.com ...................................................................... 24WAMO www.wamo.net ................................................................................................... 18Wisconsin Souvenir Milkcaps www.wimilkcaps.com ........................................... 24, 46Wisconsin Wine & Spirits Institute .............................................................................IBC

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THE OFFICIAL BEER SPONSOR OF THE GREEN BAY PACKERS®

Stacked 1 color reverse

Horizontal 1 color reverse

Horizontal 1 color

Horizontal 2 color

Horizontal logo with gold drop and no gradation on red

Horizontal logo with gold drop and slight gradation on red Stacked logo with gold drop and slight gradation on red

Stacked logo with gold drop and no gradation on red

Stacked 2 color

Stacked 1 color

PMS 7407

PMS 294

PMS 200

Colors

Gold drop and slight gradation on red with 3 color logo

Gold drop and no gradation on red with 3 color logo

2 color logo

1 color logo

ML_GoPackGo_8-5x11_107536JC.indd 1 8/17/12 4:34 PM

On Premise September/October 2012

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