Immerse yourself in the intimate atmosphere that a beer festival should embody, at the Firestone Walker Invitational.
Known principally for its wine, hot springs, and culinary focus, the city Paso Robles has remained an oasis from the din of traffic jams, long workweeks, and noise pollution. Located just over 200 miles north of Los Angeles, the city is home to over 250 wineries and nearly 10 breweries, the oldest being Firestone Walker Brewing Company. It’s also home to the Firestone Walker Brewing Company’s Invitational.
Started in 2012, the Firestone Walker Invitational pays homage to what beer festivals used to be, intimate, nourishing, and above all, stimulating.
image of Matt Brynildson (middle), owned by Copyright, Northwest Beer Guide™
Hosted the first Saturday in June, 2024, the Firestone Walker Invitational showcased over 60 breweries from across the globe. Including Australia, Germany, Italy, Japan, and Norway. Domestically breweries from as far East as Maine and as far south of Florida traveled with kegs and bottles in tow. Not content to nourish your palate, the Firestone Walker Invitational also featured around 25 restaurants ranging from their own Taproom, to food trucks, restaurants, pubs, and catering. But before we can discuss the food and drinks, we need to speak more to Firestone Walker Brewing’s mission by hosting the Invitational.
A brief history lesson
(left) Circa 2019 image of Adam Firestone, co-owner of Firestone Walker Brewing Company, sourced from the brewery’s website. (right) Circa 2024 image of Firestone Walker Brewing Company co-owner David Walker owned by Copyright, Northwest Beer Guide™
Like so many businesses, Adam Firestone and David Walker conceived and started Firestone Walker Brewing Company in 1996. Oddly enough, the brewery was producing barrel-fermented ales on the grounds of a 40-acre vineyard. It wasn’t until a chance purchase in Paso Robles that Adam and David would start producing non-barrel-aged beers. An area with few breweries, Firestone Walker Brewing took their compulsion and resolved to open a taproom and introduce the area to classic ales and lagers.
After 25 years, the brewery has emerged as a leading contributor to the local economy, has garnered international acclaim for their barrel-aged and non-barrel-aged beers, while exemplifying that California spirit. But something was missing from the city that welcomed them. Experiences at various beer festivals around the world and the country inspired them. Something was missing. Beer festivals had lost something over the decades, intimacy.
Beer festivals are intimate?
Believe it or not, there was a time when attending a beer festival was akin to a farmer’s market. No, seriously!
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Imagine if you will, purchasing admission for a glass, a program, and several tickets or tokens. From there, the task was simple: visit the breweries’ tables, try their beers and maybe ask a few questions. From there, the brewery owner or head brewer, would answer your questions and invite you to stop by their brewery. A few hours later, your prize was knowledge, a fuller belly, and maybe some brewery souvenirs. But over the years, festivals started growing in popularity and the motivations of owners and head brewers waned. Enter the volunteer.
Without someone from the brewery, the volunteer was ubiquitous to a beer festival. Why? Well, for starters, all the brewery needed to send was its beer. For their shipment, the brewery would also get a tax deductible form or a check for how many kegs or bottles/cans of beer the event organizer gained. But, that intimacy between brewery owner or head brewer was lost, as the volunteer typically lacked any holistic knowledge of the brewery they represented. Over that same period, beer festivals became less attractive to goers.
Recognizing this, Matt Brynildson and its owners sought to restore the appeal and intimacy of the beer festival. Known as the Firestone Walker Invitational, Bryndlson’s vision for this festival was simple.
Starting with the breweries, Bryndlson’s intent on hosting a festival was simple.
“This is a day where we can all put down our sales and marketing pitches and simply commune and share our beers and stories with people who are truly interested in craft beer. The ground rules are simple. Bring a session beer and a special beer accompanied by the artisan who created it. Brewers, their beers, good music and folks who care.”
And it shows!
Prior to the Invitational itself, brewers and the media are invited to a BBQ and block party, on Firestone Walker’s brewery campus. Nestled between their tasting room, restaurant, and barrel house was a welcoming area featuring beers from the brewery, along with brewery tours. Following this, Firestone Walker hosted an evening smoked barbecue, with all the meats and side dishes you could want. Paired with this was local wine, spirits, and, of course, Firestone Walker’s beers. The following morning, the brewery warmed up brewers and owners with coffee, juice, milk, and breakfast burritos. Finally, at the conclusion of the invitational, breweries were treated to a luau dinner. And that’s forgetting the accommodations.
Focusing strongly on making the journey worthwhile, Firestone Walker assists breweries with importation of their beers, along with providing accommodations onsite at the festival. For many, this includes a weekend stay in an RV or RV trailer. For those looking for something more rustic, there is an option to stay in a tent, followed by an evening/morning shower onsite. On the day of the festival, brewers are to provide a table, overhead cover from the sun, jockey boxes, and all the help they need to prepare and maintain their beers’ temperatures. But all of this doesn’t come with strings attached.
For the breweries that are in attendance, the largest requirement is they provide their owners, head brewers or brewmaster. Also, given the goal of this event, breweries are required to showcase why they are there. That can mean flagships, be they annually produced or seasonally produced, are out. Instead, brewers are asked to provide something sought after or so memorable that attendants will return the next year or make that journey to the brewery. Outing no breweries in particular, it’s worth noting at least one brewery showed up without a certain Hazy IPA, because it was too obvious.
And for the festival ticket holder this year?
image owned by Copyright, Northwest Beer Guide™
“The festivities start with a Pub Crawl: each pub location will feature Firestone Walker tap takeovers, including special pours, rare library beers…”
Well, for starters, if you live in the area, Firestone Walker Brewing has a series of events the week leading up to the Firestone Walker Invitational. For starters? A pub crawl, starting Tuesday in Sal Luis Obispo (SLO) & Wednesday in Paso Robles prior to the Invitational. After two days of pub crawls, the brewery hosted a tap takeover in Atascadero at the Ancient Owl Beer Garden, featuring an Invitational preview of sorts with several brewers from featured breweries in attendance.
The day before, Firestone Walker Taproom invites everyone down for a block party. As part of this Friday event, the brewery’s hospitality is on display showcasing beers from guest breweries, side-by-side with their own. In addition, there were rare bottle pours, games, live music, brewery tours, smoked barbecue, and an opportunity to purchase Firestone Walker Invitational merchandise. Noticeable was also an opportunity for Brewmaster's Collective members to stop by the barrel house and purchase bottles and raffle for prizes.
image owned by Copyright, Northwest Beer Guide™
On Saturday, prior to the early attendance and noon general admission, breweries are setting up their tables, while invited restaurants plate their bites for guests. Meanwhile, the line of people swells to the hundreds outside the grounds of the Paso Robles Convention Center entrance. By 11 am, early access begins in earnest as guests start to make their way to their preferred brewery tables, while placing bites of food on their included plates. For those with early access, this is a relaxing period where queues are short and one can get the lay of the festival. At noon, it becomes obvious the “quiet” hour between 11 am and noon is over, as the space swells to nearly 4000 attendants.
Over the next four hours, there is this wonderful dance between guests and brewers, owners, chefs, and caterers. For some, it’s a requested beer at a brewery’s table. For others, it’s a followup question about that beer or other beers the brewery produces. In other instances, it’s a compliment to the brewery or restaurant recipes. But, what is most noticeable is the time breweries and food vendors take to answer questions.
image owned by Copyright, Northwest Beer Guide™
To enhance the festival experience, Firestone Walker hosts a mini-seminar every hour, discussing everything from the perspective of brewing and fermentation. Next to this, there is live music, water stations, and plenty of shade. But, to coin a cliche, all things must come to and.
At the end of the fourth hour, breweries cease serving beers, much to the protest of goers. Often the refrain is the desire to be invited the following year, by not pouring “one more beer”. Instead, rather intelligently, guests are directed to a specific area where Firestone Walker beers are poured for the last hour. It is also here where they announce the results from the best brewery and best eats. By the end of the fifth hour, guests are directed out of the Paso Robles Convention Center exits, as brewery tables continue to be broken down.
Final thoughts.
“We wanted to take the best parts of our favorite festivals and combine them to make an awesome experience for the festival goers and brewers right here on the Central Coast.
Spoken again by Firestone Walker’s Matt Brynildson, the impression recovered from the Firestone Walker Invitational is based on who you represent.
If you’re a brewery who gets an invitation to take part, it might be one of appreciation for the level of inclusion and help. If you’re a restaurant or caterer who was in attendance, you might appreciate the opportunity to present your recipes to thousands of imbibers. Maybe you’re one of the live acts featured during the event. Then again, for those who were recipients of the food, drink, and entertainment, it might be one of joy and reflection. But, this is all a hypothetical analysis.
After all, it’s best if you experience the Firestone Walker Invitational in person. Which means, if you’re a brewer, restaurant, or entertainment, keep your eyes peeled. The rest of you should set your calendars for around January of next year. You’ll need to remind yourself, because tickets typically sell out in less than 30 minutes. They did this year!
As for us, we look forward to coming back, if by chance we gain admission again.
We especially want to thank Firestone Walker Brewing Company for hosting us for the weekend. It’s one we won’t forget!
Sources used as part of our article.
Source, Brewpublic
Source, Firestone Walker Invitational
Source, Hopculture
Source, Hops in Sonoma County
Source, The Wine | Paso Robles, CA
Source, The Independent
