NORTHAMPTON — Tuesday is typically the slowest day of the week for Easthampton’s New City Brewery, known since its founding five years ago for its craft beer and live music. This past Tuesday was different, however.
The brewery hosted a watch party for Easthampton City Councilor Daniel Carey, who won the 2nd Hampshire District Democratic nomination, and like many other local restaurants and bars that did the same, it saw an uptick in people and business.
Owner and brewmaster Sam Dibble said the roughly 60 people at the election night party boosted sales.
“Typical Tuesday, we see maybe 100 servings, and we did almost 200 servings,” he said, with the top sellers being New City Mule and hard ginger beer. He said this summer has been the brewery’s busiest one yet.
While Dibble is happy with the jump in business, he also emphasizes that it’s not all about economics.
“It’s not the only reason I do what I do,” he said.
Community is a major part of the brewery’s mission.
He explained, “You can’t build a good businesses without a community.”
Many other venues hosting parties around the Valley shared a similar story.
“Oh my goodness, it was way busier than a normal Tuesday night because of the election and people out and about voting,” said Munich Haus dining room manager Dana Sisco.
Sisco estimated that 150 people came to the German restaurant in Chicopee for 1st Congressional District Democratic candidate Tahirah Amatul-Wadud’s event.
Union Station in Northampton saw nearly 200 people in the Roosevelt Room for state Senate write-in candidate Jo Comerford’s bash, according to event director Corey Smith.
“It was packed in here,” Smith said. Comerford won the Democratic nomination for the Hampshire, Franklin & Worcester District Senate seat in a four-way race.
In Amherst, 100 or so partygoers flocked to The Pub for 3rd Hampshire District Democratic candidate Mindy Domb, general manager Aaron Jolly said.
“Certainly it was a boost. It was certainly some energy,” Jolly said.
Supporters of Marie McCourt, who lost the 2nd Hampshire District Democratic nomination to Carey, gathered at Ebenezer’s in South Hadley.
“Overall, sales were about 15 percent more for that day because of that party,” said Rich Pelott, chef and general manager. The traffic came for what otherwise likely would have been a slow day.
Pelott explained that early September is usually slow, with people returning from summer vacation, plus it was the day after Labor Day and the beginning of the workweek.
Ebenezer’s, New City Brewery and The Pub all brought in additional staff to help cover the election night events. For some workers, the boom meant extra cash. 3rd Hampshire District state representative candidate Eric Nakajima held his event at Rafters, where bartender Bobby Sullivan said he saw a small increase in tips for the evening.
The Pub has hosted similar events in the past, and they can be busy, Jolly said.
How did the lucky spots get chosen for the election bashes? Many said they were approached by the candidate — and in many cases for a reason.
At The Pub in Amherst, Jolly said the restaurant has a close relationship with Domb, since it has worked on fundraisers with the Amherst Survival Center, where Domb is the executive director.
For Lindsay Sabadosa, winner of the Democratic primary for the 1st Hampshire District, location was key in choosing downtown Northampton restaurant Spoleto for her gathering. She wanted people to walk by and come and go.
“So many people in the neighborhood walk past Spoleto, so it was easy,” she said.
The restaurant also catered her kickoff party in the spring, and in the relentless heat, its outdoor seating was a plus. Besides, Sabadosa’s family is Italian and she speaks the language fluently. She said the Italian restaurant is good for all palates.
In the case of New City Brewery, Dibble said Carey, whom he called a regular customer, asked to host the event there. Carey said he wanted an Easthampton spot, and New City was a natural choice.
“It’s one of my favorite places to stop by, for sure,” Carey said.
He also said that the brewery has been a part of the revitalization of the Mill District, and that it has been supportive in the community.
“They are a great neighbor to the community,” he said.
The beer played a role, too.
“For a brewery, an important part is the beer is great,” Carey commented.
“His favorite beer is Fenway Froth,” Dibble said, which Carey confirmed. “We had a nice fresh batch of that.”
Greta Jochem can be reached at gjochem@gazettenet.com.