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Marti, who declined to disclose the brewer’s marketing budget, said Schell’s sales are upward of $30 million a year and have been growing annually for the last 10 to 15 years.
Shell’s goal is to tap a younger demographic to complement its existing, older fan base. “Sometimes the older brewers are not as exciting so the challenge is to wrap that into a story for the younger beer drinker,” said Marti.
The Haberman firm previously did a marketing campaign for the New Ulm Convention and Visitors Bureau under the theme “Germans have more fun.”
• Stahl Construction has completed a $15 million renovation of a the 1980s-vintage, 240,000-square-foot hotel in Centre Village in Downtown.
Previously a Comfort Suites, Stahl Construction was hired by the owner, Summit Hotel Properties, to update the property, which has been converted to a more-contemporary Hyatt Place.
“This is truly a Cinderella story,” said Larry Trowbridge, construction director of Summit Hotel Properties. “The conversion has been nothing short of phenomenal.”
• Aeon, the 27-year nonprofit developer and manager of affordable buildings that has done a lot of inner-city renovation, is one of 50 multifamily housing property owners who have joined forces with the Obama administration’s Better Buildings Challenge to cut energy use nationwide by 20 percent in 10 years. In December, the federal housing and energy agencies announced the expansion of the energy efficiency initiative beyond commercial buildings to multifamily housing properties.
Said Gina Ciganik, an Aeon vice president. “We are hoping to learn more from others and to share what we have learned.”
Aeon, which has built and renovated 2,000 units since 1986, expects to spend $130 million on utility bills over the next 20 years. It’s been recognized for sustainable development practices. More information: www.aeonmn.com.