Olympia...
Continued from Paqe 1
S .! Promotion Manaqe:r Steve; Gamer calls the
show "-tt.-r tiijn 4b billboards."
Custom-ifesi'.jnpcl billboards are another facet of
r,ca7f:d adv.-i tising, Renderer said.
Remember last summer's billboatd showing
Olympia beer pouring from its can against a blue sky?
It was designed especially for Nebraska, according to
Renderer. Mext came the winner somebody carrying
an Olympia can in the back pocket of his Lee jeans.
According to Renderer, the billboard made money
') Olynipij in more ways than one. In 1971, he said,
0 1 -ti i i decided ro scale.- clt.-wii the billboard to
:)j)!er The fiist 25,000 "sold like crazy," he
.'ji I. Tb mi the Lee people adopted the poster and
o; -;-! on additional 25,000, adding their own
sl.'rjjn: "Put your can in our pocket."
And nxt football game at M'-moria! Stadium, cast
V . jr eyes uik aid. You might see a plane pulling a
banner inviting the fans to ta' "time out with Oly."
Oly's campaign is "for the people, by the people,"
and the friendly folks in the ads are there in
Tumwater, all right.
There leally is a Tumwater Fire Depl , and the
firemen are Olympia Brewing Co. employes No
.vonder. The brewery is only a block from the
f irehoujo.
And Doc Snyder, Oly's gardener? Si..e. He's theie.
And hi: grjjs and flowers are just as n ei n and prett
as you might imagine. They should I At km 24 yeai
as greenskeeX'i' for Olympia, Doc itn a! age 62 a
monih late because he had beet., gmte an
attraction at the brewt iy.
Dor; said he's not paid foi u-hhj in the
commercials.
"I figure I haven't lost anything because I've made
a lot of nice friends by it," Doc said, adding that
many people recognise him now when he walks in
downtown Olympia. Getting cards and letters and
staying an extra month in the brewery to meet
visitors are about as far as fame has gone, he said.
f3eing , the Oly ads seem;, to hold a little more
fZumberge to speak
to ASUN Senate
"1 he "Sweab'i Speech" of UNL Ch.inc.ellui James
umbergc to the I-acuity Senate- will be one of the j
topic1, he will discuss when he meets with the ASUN I
Senate at their weekly met !i"g WimIj J.i- i
The rhaucelleu is sc.he-iluleil Jo speak to the Senate !
in Nebraska Union 202 at 0:30 p.m. !
The Chancellor indicated he is "hopeful the i
session will be a two ; iy ex i je i ience ' ' and that -'.tudents
iiid setiatois will volunt.ei t j ui ; t i ( ns and
comments.
Zumbeige is sclico'uled also to speak on I. B 302, ,
, which would )lace n.-stiictions upon the use of
I student lees, the Resiilenci- Mali Association and ,
; ASUN's lawsuit against me Board ol Regents, and l he J
, status of the PACL piogiam, a .scholar.hip prcxjiam
foi low income students. ,
T he session is open to all student'.. J
excitement for Bob York, 02, who chives Union
Pacific engine No. 1095 in the ads and in real life.
"It was the first time I could buy Playboy
magazine," he said, (jointing out the ad's insertion in
the ina(aine gave him a good excuse.
Yuik said what they say in the commercial about
the waiei in the steam engines is true. In the days of
steam engines, Tumwater's water teally did make
upkeep easier because the boilers overflowed less, he
said.
But all the advertising in the world can't sell
products people don't want, marketing experts say.
So how did a beer some people say is too watery
make its way to near the top of the market in a state
that takes its beer as seriously as its football and
politics?
Oly met a demand that hadn't been met in
Nebraska, accoiding to Wiltna Crumley, UNL
professor of journalism. An advertising specialist, she
said when people like a product not readily available
to them such as a liyht beer a space develops in the
market for a new product like it
"Ft., a beer like Olympia to sell in a particular
maiket .-.he said, "there has to be a place for a
pioduci ,.,li. that kind of image and with that kind
ot taste
For , ...lis a certain Coloiado I vei , known for its
lejht taste, has teen crossing Nebraska state
lines 'aulod in by thirsty consumers-but has never
entered the beer market. Now many people are
wondei i'Kj- Why Olympia instead of Coois?
Humoi had it years ago that two gentlemen from
Nebiat-a and Coloiado shook hands, one Adolph
agreeing to keep h,s Stoi out of Colorado, the other
Adolph agieeing to keep his Coors out of Nebtaska.
Lynn Weaver, assistant public relations director
for Coois Brewing Co., said he's heard the story a
thousand times but added that there never was such a
agreement
Coois ii. is juid a, parts of western Nebiaska from
the mill iMkJs i. Uu grain rationing in World War II
made Co.., . el.r-e its Nebraska maiket. St or was sold
in Colorado from 19 ' 1949, he said.
After th" war, Weaver said, Coors never had
enough beer to maiket again in Nebiaska. T oday in
Texas, Weaver said, the brcweiy can't keep its
distributors supplied. He said he doesn't foiesee
expansion into Nebraska before 1080.
Supply was a problem for Olympia, too, when it
first came to Nelxaska, according to Schmidt, the
maiket ing vice president.
"We thought we had an adequate supply, but the
demand exceeded it. It either makes me a bum
forecaster or the people of Nebraska are great, and I
like to think it's the latter," he said.
Leo F tollman, owner of Alliance Servile Bcveiage
in Alliance, said in the first two weeks in May he sold
his entire first shipment of Oly. Max Beyer
Distiibuting in Lincoln ran diy from Sept. 1 to -J,
according to General Manager Bob Russell.
Olympia is a premium-priced beer at about $1.50
per 12 -a, six pack in most retail stores. Schmidt said
Olympia distributors don't give ca-.e discounts or
make deals.
The company's 1972 annual icpoit states that
Olympia would like to charge moie than the going
tate foi beer in ruder to incieasc earnings, but can't il
it wants to compete with national beer shippers.
The report showed a S10 million sales loss in
1971, due in part to rail, longshoreman and Seattle
distributor strikes that year. The year 1971 marked
Oly's expansion into North Dakota, followed by
South Dakota and Colorado in 1972. Nebraska and
western Iowa are states No. 14 and 15 on Olympia's
list, with Iowa the easternmost state.
A S3 million brew house completed in 1970 at the
brewery's only plant, in Tumwater, was another
reason for expansion into Nebraska, according to
Schmidt. The brewery produces 360,000 gallons of
Olympia a day, making it the fifth-largst single plant
and the 12th largest brewery in the United States.
The original brewhouse still stands on the
Deschutes River in Tumwater, 600 feet north of the
present brewery. Built in 1896 by Leopold Schmidt,
founder of what was then the Capital Brewing Co.,
the tiny brewery made beer with artesian waters
found in nearby Tumwater Valley.
Today, golfers on the three-year-old brewery-built
Tumwater Valley Recreational Complex have unusual
hazards to contend with. Twenty-one artesian wells
dot the course, covered by tiny brown houses.
From 1896 to his death in 1914, Leopold
Schmidt brewed Olympia Pale Export. In 1902, the
company's name was changed from Capital Brewing
Co. to Olympia Biewing Co.
Accoiding to one of Leopold's grandsons, Truman
"Blink" Schmidt, the word "Tumwater" is English
for Tumchuck, the lower Puget Sound word for
falling water. Tumwater, population 5,700,15 adjacent
to Washington's capital of Olympia. The total
population is about 27,000, including another suburb
east of Olympia.
Some of those 27,000 people are ex-Nebraskans.
Fourteen brewery employes hail from Nebraska,
according to Bob Heath, director of personnel.
"They sure are a loyal bunch," he said. "Maybe
it's because of 'Go Big Red.'"
John Heelan is one of them. A 1952 graduate of
Valentine High School, Heelan and his wife Eileen
live on a farm five miles south of Olympia. As
merchandising manager, Heelan visited Nebraska last
year with the Olympia inspection team.
"We finally had to quit wearing our Oly jackets
because people, and not usually distributors, began to
approach us wanting to place orders," he said.
"We had advice from one man who told us 'if you
paint your cans red, they'll really sell,'" he said.
Olympia is the home of the Olympia oyster,
found nowhere else, and Olympia-Tumwater's main
industries an; lumber, Ix-cr and government.
The Weyeihauser Co. makes boxes there and the
Continental Can Co. makes cans.
Area lesidents say they like living there because
it's small, but they say the weather is the most
unpleasant featuie. It's not exactly the land of
sky-blue wateis.
But the population is growing by about 700
persons a year, accotding to Olympia and Tumwater
officials, and residents are unhappy about it.
"Every day I shudder when I see hoards of people
pouring into our state," said Grace Bauer, clerk at
Olympia City Hall.
It's no surprise. There is no pollution in the
southern Puget Sound community. Green, green grass
and pine liees nourished by five-month-long winter
lams spiead as far as the eye can see in every
direction.
You can sail on the Sound or ski in the nearby
Cascade Mountains. And, accoiding to market analyst
Muiphy, you can go home at night and relax.
Olympia. Ibt; beer that made Tumwater famous.
77 O fd fdQ
liUttu )
r
cbilg nebfQskan
When yon g'ive a tfii to someone special,
the glU sEionlfl tot special loo.
i le.a in l Im. I Mil Kiel (O.J.) Nel-.un. M,n .,iii ei Id. tor Mary
Veleail. f Jew, I U i tor T let A n-lerion.
.See. i,t I .litor Km Kirk v '.".pons I ditor Hill Denncit. Photograph.
Ok ': Ciil I old. i. Nicihl News "alitor . Cheryl Wesltott. diitoriiil
irsse.. iflnt I oi i etc eecr.
r he D.iily Kleli ask ;jd ;-, fttiimn, i;. 1 1 ti.nl and m,injid I st"Hents ut
p. i: ijr.ivi -i sit y oi Nebt.i.Ki lin.ola It is orJ i tor Willy independent of tho
Ur-ivirsity f.i..!. Iry .Ha. inislr.it ion ,in. Ma. lent pody.
T Me D.iily Ni-tjidskiin is puPhshed by the Puhlicntions wOmrrutteo on
Mo'i.i.iv We.leeMl.iy I hut v l.i y and Iridjy throughout tho (all and
'.; .a . .imiis.'i e ' ret ho I id. iy & and y,n ,it ions
l ipyrxjht 1SM I hi- D.iily Nelwaskiin. Mjitonul may ho ruprintot
Aithn.it pei nic.ion .1 ,m r ilm 1 1. i tn ihr Daily Nubriiskan, oxceptiiv
ii ,aer i.ii '. o vri e ly ,iin.)thet f(.pyti(ht.
T7
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PU Piled ..if 'Ve, AlM et, lie ItlMIJ
(lilfs ( oil Shop spec ialici.
in special rills, onc-ol-a kitiil
t'tlls. ".'ills that s;iy. " I his is
cxlnionliiiaiy ami attiactivv . .
. Iiki' you."
Souk- of the special things
ill ( Itlfs are wooiicn Ikuu ines.
haml cai veil m Italy, liutahle.
Annelale mugs Willi yotu
choice ol' crests, ;nnl haml i ut
le.ideil ciystal imported Itotn
I UJ'l.lllll.
(iill pvin;' is a warm ami
.iHcctionale ceremony. Make
it memoiahle with a gilt Itom
' lilt's (iill Shop.
Sim on'' i I, ut, pasle'iu p. ml ..I I on olfi, NePrmku.
Ai.t'iv', The Djily Nc-hrsskiin 'J4 NiPijtkd Union 4tn c(i H
- etv. I ,n, el', rji h. e'eij-i t eit-pnone au.','1,'JllM.
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daily IH-Iii,!',!' in
vwclnosday, novumbcr 7, 1973