Assisted by ASBTDC Lead Center at University of Arkansas at Little Rock
Consultant Brandon Horvath
Dogged Devotion Drives Southern Tail Creators
Brent and Tracy Cryder have lofty ambitions – for their new business and their city.
The pair behind Southern Tail Brewing see Little Rock becoming a national craft brewing and spirits destination, anchored in the East Village neighborhood.
Southern Tail sits on East Ninth Street, just off the new downtown Exit 140 on Interstate 30.
Housed in a sparkling new 11,000 square-foot facility, the brewery began serving up an array of craft beers and comfort food mid-September.
The inviting space includes indoor and outdoor seating, a lawn for games and a stage for live music outside, and a cozy fireplace and high ceilings inside. Dogs are welcome on the patio and can enjoy their own dog friendly menu.
The venture combines the Cryders’ passions for craft brewing, local food, and animals.
They moved to Little Rock in 2011, when Brent Cryder became the chief technology officer at Dillard’s. Tracy Cryder also works in tech. She is an analytics consultant, working with food and beverage companies like Beam Global Spirits and other major brands.
Over the years of sampling the local food-and-beverage scene, they envisioned adding their own concept.
“We believe in the opportunity here. Our desire was to fill in and complement what was here,” said Tracy Cryder. “We wanted a place to ‘sit’ and ‘stay,’ to use dog words, a space for when you don’t want to have everyone at your house but to still be comfortable.”
Brewing Enthusiasts
Brewing began as a hobby for Brent Cryder then grew into something more serious. While progressing in his corporate career, he became a certified sommelier and Cicerone beer server and worked on recipes as a home brewer.
The couple are affiliated with the Brewers Association and participate in Central Arkansas Fermenters, a local home brew group.
They have hired an experienced brewmaster to develop innovative, seasonal brews and a set of consistent beers utilizing Arkansas-sourced ingredients.
Brent Cryder points to Asheville, N.C., Grand Rapids, Mich., and even Cleveland, Ohio, as places where clusters of craft breweries turned into tourism magnets. “People who like beer like to visit breweries,” he says.
Southern Tail purposefully sits within walking distance of other breweries in the East Village.
The couple had a vision, plus they already owned the land. With sheer doggedness, they brought their idea to life.
“Years ago, when we started the banking process, we heard, ‘That will work in North Carolina, not here,’” Brent Cryder recalled.
“There was no way a brewery was not going here,” Tracy Cryder said flatly. “We knew what this had to be and held true.”
Up to the (Financing) Challenge
The Cryders started the search for a funding partner in 2019. Even with the property in hand, getting financing for Southern Tail took three years of pitches to banks and other potential funders.
Ultimately, Arkansas Federal Credit Union funded the project. The Cryders say they tried over a dozen potential financing options before striking a multi-million-dollar deal with AFCU’s Randy Williamson.
“We also do real estate, and we talk to clients about the importance of a local lender. I can’t fathom if our lender for this wasn’t local,” said Brent Cryder.
Brandon Horvath of the Arkansas Small Business and Technology Development Center was their guide and sounding board throughout the process – a “critical advisor,” Tracy Cryder said.
With their executive backgrounds, the Cryders had been in plenty of boardrooms. But the combination of a hospitality and alcohol startup run by first-time operators was a hard sell for capital funding.
“We’ve both done a lot of presentations, but not for lending,” said Brent Cryder. “Brandon was very transparent with us and said, ‘this won’t be easy.’”
Horvath offered different financing alternatives and showed them the things to highlight – and to leave out – to best tell their story to lenders, they said.
“Brandon’s knowledge, dedication, and coaching have been invaluable. He gives feedback that is actionable and critical to our long-term success,” said Tracy Cryder.
The financing was approved in October 2022, they broke ground in June 2023 and celebrated their grand opening Oct. 1, 2024.
An Ally in ASBTDC
Over the five-year journey, the Cryders developed a deep appreciation for the center, located at the University of Arkansas at Little Rock, and continue to consult with Horvath.
“That longitudinal relationship is so important. It wasn’t just help with a business plan, but all the things the center does. We don’t see it as a one-time deal but an ongoing relationship with ASBTDC,” said Tracy Cryder.
Savvy entrepreneurs commonly build a team of experts – professionals such as attorneys, accountants, bankers, and others – around them. Horvath and Williamson are both valued members of the Cryders’ team.
“The friendships, trust, and shared agenda we have with Brandon and Randy is incredible,” she added. “I can’t wait to do something else with them. We are just getting started.”
Craft Brews, Comfort Food, and a Cause
Beyond beer, Southern Tail serves up a full menu of appetizers, burgers and hot dogs, salads, entrees, sides, and desserts. Sodas, tea, and coffee, plus cocktails, mocktails, and specialty wines, round out the beverage choices.
The level of care in the details speaks to the planning and forethought the Cryders invested in the project.
Dogs dot the merchandise and décor, from the wall of taps behind the bar to the needlepoint pillows on the comfy couch. The “Craft with a Cause” motto reflects their plan to donate a portion of proceeds to animal rescue charities.
With a crew of nearly 50 employees and growing, the couple is intent on creating an environment that attracts workers and guests. They want to provide a first-rate experience for customers (and their furry friends) and high-quality brews that bring in craft beer enthusiasts from far and near.
“We could have never done this in Chicago. There’s an opportunity here, and we can fill it,” Tracy Cryder says.
For more information, see southerntailbrewing.com.
-Gwen Green, Oct. 2, 2024