Yee-Haw Brewing Co. to open in Keys Village

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Rendering by McMillan Pazdan Smith Architecture

The rumors are true: A new brewery will be opening late summer next to CycleBar in Keys Village at 307 E. McBee Ave. in Greenville.

Yee-Haw Brewing Co. from Johnson City, Tenn., whose European-style Dark/Muenchner Dunkel landed the bronze at the 2016 World Beer Cup, will open its second location in the 4,402-square-foot space closest to McBee in the development that was announced nearly a year ago. CycleBar, which opened in January, is the first tenant to open up shop.

Yee-Haw is currently in the permitting phase, with construction expected to take 90 days from approval, says Yee-Haw partner Joe Baker.

Construction should take about 90 days once permits are approved. | photo by Will Crooks
Construction should take about 90 days once permits are approved. | photo by Will Crooks

Yee-Haw-tankExterior features include a wide canopy over three glass garage doors that will open to the 10,000-square-foot courtyard. Interior plans include bar seating and a retail component.

The lease for the additional 2,286-square-foot space facing the courtyard should be signed within the next few weeks, says building co-owner Steve Navarro. He says the tenant has a food component and will fit in with the outdoor active entertainment site they are hoping to create.

Leasing for the development is brokered by Shelby Dodson of CBRE.

Navarro says bids are currently being accepted for the outdoor audio-visual component, which includes an eight-by-12-foot movie screen. Construction of the plaza, which is central both physically and ideologically to the development, will be completed in time for the brewery’s opening.

“We went after several breweries six to nine months ago, with Yee-Haw being our singular choice,” Navarro says. “They have great beer, but in their other site they are very active in not just the brewery. They have a track record of great programming.”

Baker says the family-run brewery has extensive plans for entertainment on the plaza, which will include live music as well as movie nights. Yee-Haw will serve as the primary party responsible for plaza programming, working with booking agency Music City Roots out of Nashville for musical acts, but will coordinate with the other tenants’ usage plans, as well.

The exposed brick and industrial style of the Johnson City, Tenn., taproom are similar to the design of Greenville's location. | photo provided
The exposed brick and industrial style of the Johnson City, Tenn., taproom are similar to the design of Greenville’s location. | photo provided

Baker calls the Greenville Yee-Haw location “a hub of ingenuity,” with a distinct aesthetic featuring bicycle-wheel light fixtures and art installations fabricated by Greenville ironworker Ryan Calloway to represent the Yee-Haw outdoor and exercise culture.

“I’m an exercise junkie,” Baker says. “We’re a family that loves to have fun outside.”

Baker says the small brewing system planned for the Greenville location will allow for creativity and flexibility of brews with most of the brews on tap and bottled for retail distinctive to the Greenville market.

“We want Greenville to be its own standard and adventure,” Baker says. “We’re the same company but Greenville will have its own identity.”

Baker, who lives with his family of five 50 minutes away from Greenville in Fletcher, N.C., says he wasn’t looking to open a second brewery, but after visiting the area over the years for concerts and sports activities, he saw downtown as an opportunity he couldn’t pass up.

“It’s almost like, ‘Why not Greenville?’” he says. “It’s a great place to go on the weekends. I can only imagine the quality of life living there.”

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