Edtec 671
Project Two:
Informal Learning
Proposal
claudia@websterdesign.net
4.3.11 : EdTec671 : Wednesday Nights
HOME : : Museum Visit : : Proposal : : Outcomes Model : : Design : : Objects : : Technology : : Treatment : : Assignments
The Topic : Aztec Brewing Company
The main purpose for coming to a craft beer tasting room is to sample the beer, perhaps learn a little about the styles of beer served, the people who work there and the equipment used to make the beer. As luck would have it, Aztec Brewing Company happens to be a beer brand with an interesting local history. Aztec was actually started in Mexicali in the 1920s. It was moved to San Diego after prohibition ended. It became a major brewery producing over 100,000 barrels a year (think of Stone Brewing for a current comparison). It was bought out and closed in the mid 1950s when a period of downsizing and elimination of breweries occurred. People like feeling connected to the past. It gives them a feeling of permanence and strength.
The Audience...
will be surprisingly general considering alcohol is a 21 and up beverage. Parents bring their children to breweries, perhaps because it is "educational" to take a tour. I think this is really pressing the issue so I would like to create an environment that actually gives the option of learning something real. Also to create a feeling of adventure.
The Product
The beer is of course the starting point. There will be the option of taking a mini tour with an explanation of the brewing process. Beyond that we will share some of the history of the brewery including photos of the original locations from the 1920s-1950s. Aztec has a very rich past to share. I also would like to pay homage to the original Aztecs from Mexico.
Part of the learning environment will be marketing or creation of atmosphere in the brewery.
- Paintings and historical photos of the original breweries as a background with a self guided narrative
- Displays of memorabilia from the original breweries. We have cans, bottles and postcards which will be mingled with awards as we win them for our beers.
- Interchangeable murals styled to match the great muralists of the 30s: Orozco, Rivera, and Siqueros.
- Painted versions of original aztec statues (some interpreted to match the brewery) to establish a mood of adventure (think Indiana Jones)
- on the lighter side : an old movie will be played at certain times - Robot vs Aztec Mummy. (bad historical B video)
- Paint & Pints Nights - special event nights featuring the artwork of local artists. Ongoing events will showcase specific styles of art. A selection of Day of the Dead art (Dia de los Muertos) will be presented in fall to match up with our seasonal brew, Noche de los Muertos.
By creating an atmosphere of self guided learning that offers varied presentations, I am hoping to give visitors more reasons to return to the brewery. Beer and beyond.