A collaboration to raise awareness about the live performance industry which has been decimated by COVID-19, and to raise funds for The Actors Fund and associated charities to aid workers in the industry suffering from the shutdown.
BREWERIES: JOIN THE CAUSE
The Curtain Up initiative is an outgrowth of the Broadway Brews Project, started by The Happy Hour Guys to bring Broadway theatre & craft beer together to raise money for great causes. Prior to COVID-19, we had led the creation of 5 beers and were readying to complete the Broadway Six Pack.
And then the pandemic crushed our industry.
Live performance is an economic engine: In the 2018-19 season, Broadway alone generated $14.7 BILLION for the New York City economy and supported 96,900 jobs; from stage hands and ushers to talent agents, actors, managers, and many more. During the second week of March 2020, live performance was halted nationwide. Tens of thousands of arts professionals found themselves out of work with no knowledge of when they would return; and now they face loss of income, health insurance, threat of eviction and more.
Now, even with vaccines rolling out, the industry is still frozen in place, or reawakening with glacial slowness. And our safety nets, the funds that keep us going, are running out or are gone.
The primary mission of Curtain Up is to create a source of relief funding for The Entertainment Community Fund, which provides a safety net for entertainment professionals throughout their lifespan. From the TAF website:
“We offer a broad spectrum of programs, a calendar of workshops and online resources to support the unique, essential needs of all who work in entertainment and the performing arts. Whether on stage or on camera, behind the scenes or below the line, we assist everyone working in theater, film, television, radio, music, dance, opera and circus. Administered through our offices in New York, Chicago and Los Angeles, these programs help people across the country to solve problems and make positive changes in their lives.”
This Initiative is about fostering understanding of the need for the arts in EVERY community, and supporting people who choose to make live performance their profession - regardless of their color, gender, sexual persuasion, or creed. We are asking brewers who join us to consider doing the following:
Keep what you need, and donate as much of this beer's proceeds as possible to The Actors Fund, (all donations are TAX DEDUCTIBLE) or
Keep what you need, donate a generous portion of this beer’s proceeds to The Actors Fund, and an amount to a local arts organization in need
and, commit to the long-term work of supporting the arts
We thought it be very poetic for the Bronx’s own Gun Hill Brewing, the brewery that created the very first Broadway Brews Project beer (Rise Up Rye, the Hamilton beer), to create the Curtain Up beer’s base recipe. Brewers then take that recipe and create their own version - and like live performance, the sky is the limit as far as creative expression. Fuzzed Up Bear has done an excellent job of creating an evocative label for the project. We ask that everyone use the label that has been provided, there is space left open for everyone’s own logos and ideas.
Mark and Jimmy are entertainment professionals - this is personal for us. Live performance gives so much more than joy; it creates livelihoods. And we’d like to create a community to give something in return - peace of mind and hope.
Please join us.
—
Jimmy Ludwig and Mark Aldrich, The Happy Hour Guys
RECIPE
The base recipe for this initiative was created by Gun Hill Brewing Company in Bronx, NY. It was designed to be a Hazy IPA, in the lower range of ABV for that category. For our Act Two version, Wolf and Warrior Brewing in White Plains, NY has provided us with a DIPA recipe. Please feel free to add your own twist or ideas to the beers, and brew whenever your brew schedule allows. Click the link below to download the recipes.
LABEL DESIGN
We are asking that anyone who participates in Curtain Up to please use the labels provided. We have left space on the labels for you to add your own logo. Please contact us for any questions about the design or in regards use.
LABEL PRINTING
K Sidrane, Inc will print these labels at a discount for participating breweries. Contact Bill Turley BillT@ksidrane.com and let him know you're in for the Curtain Up beer.
GETTING THE WORD OUT
Here are some social media graphics for your use, or start with our base designs and make your own. Please use #CurtainUpBeer to help spread the word.
BEER DRINKERS: SUPPORT THE ARTS
Live performance contributes billions to the worldwide economy, and is in grave danger due to the near complete shutdown of this industry due to the COVID-19 pandemic. The Entertainment Community Fund provides direct assistance to everyone working in film, television, theatre, radio, music, dance, opera, and circus through a remarkable list of programs as well as grants to support individuals in their greatest need. The Happy Hour Guys created the Curtain Up Initiative, and Gun Hill Brewing Company created a Hazy IPA recipe; and we are calling on our friends in the entertainment and brewing industries to sing “CURTAIN UP!” in unison and raise money for The Actors Fund, as well as for local performing arts organizations.
HEADQUARTERS: In or near NYC? This town boasts 4 “Curtain Up HQs” where you’ll find multiple versions to enjoy! They are HOLD FAST, MILK & HOPS, NORTHERN BELL, and COVENHOVEN. Stay tuned for more locals (in more places!) as more versions roll out.
SHIPPING: Need it shipped? We’ve got you. Check out HalfTimeBeverage.COM.
MERCH: We have Curtain Up gear! A portion of every purchase goes to our charity partners. Visit our STORE:
BRING FRIENDS ON BOARD: The list of participating breweries is below. Please look for updates from your local breweries as to when Curtain Up will release in your area. If your favorite brewery hasn't yet signed on, shout them out and tag them with #CurtainUpBeer.
POST: We appreciate your supporting our cause and can't wait for everyone to taste of all the variations of Curtain Up - please share yourself enjoying the beer on social media!
MORE: Join the ECF mailing list below, or give a direct donation - all donations are tax deductible.
Enjoy Curtain Up. We’ll see you from the stage.
Cheers!
Jimmy Ludwig and Mark Aldrich, The Happy Hour Guys
PARTICIPATING BREWERIES: 76 STATES: 14 COUNTRIES: 1
