In the early 1900s Chula Vista was known as the Lemon Capital of the world because of its abundance of lemon groves. Third Avenue Village Association, the downtown business district, even hosts an annual festival honoring the city’s lemon heritage.
While Chula Vista is no longer known for its lemon-producing prowess it is now looking to be known for something else: craft beer.
The craft beer revolution started in downtown Chula Vista last October when the beer tasting room Third Avenue Alehouse opened its doors to much fanfare at 319 Third Ave.
“I think there is a perception that the South Bay would not embrace craft beer like other parts of San Diego County have,” said Kendell Manion, owner of Third Avenue Alehouse. “So it is nice to be able to tap into a market and kind of show them that we have our own stamp here. There is definitely a need and a hunger for it.”
Third Avenue Alehouse does not make its own beer but serves 29 different taps representing various beers from San Diego County.
However, two craft breweries are also on tap to open soon. Thr3e Punk Ales is scheduled to open in October at 259 Third Ave.; Chula Vista Brewery at 294 Third Ave. is slated to open in the near future.
La Bella Pizza Garden has been ahead of the craft beer movement. For the past two years the Italian style restaurant and bar has highlighted craft beers from a different craft brewery every month.
TAVA is riding the craft beer momentum with its first Amps & Ales festival on Saturday, May 14, from noon to 6 p.m. at Memorial Park. The 21-and-up event features more than 20 breweries and more than 50 different beers to taste. A beer garden will be open from 1 to 5 p.m. Two different wineries will also be available for wine enthusiasts.
The event is sold out.
Amps & Ales beer festival replaces TAVA’s traditional Village Streetfair event.
“When we knew we were finally going to have our tasting room, Third Avenue Alehouse and the brewery and there’s a couple more coming along, we felt that we needed to be at the beginning and help kick start the craft brew industry on Third Avenue and for Chula Vista,” TAVA’s executive director Luanne Hulsizer said.
Hulsizer said while it is always a risk putting on a new event, the Amps & Ales festival is proving to be a big hit so far with people outside of South County purchasing tickets.
“Of all the festivals and events that we have done here, this has brought the greatest amount of energy and pop prior to the event,” she said.
Hulsizer said craft breweries have revitalized 30th Street in North Park and she expects the same to happen in downtown Chula Vista. She said the new target demographic for Third Avenue is 25 to 40 year-olds.
Hulsizer admits that there may be some reluctance from long time Chula Vistans to model the downtown district after 30th Street, but insisted it will keep its historic feel.
“There is so much historical character here on Third Avenue and I do not think will ever lose that,” she said. “But if you are not growing, you are dying and I think we will have a good mix of established businesses that have historically been here a long time and with this new activity of the craft beer industry, we will truly have a representation of what society should be. It should be a collective of all generations.”
“I love to see a much youthful traffic because it makes you know that you are still going to exist, you are going to evolve. People are going to take the historical character with them but are going to bring that new vitality for another generation.”
Hulsizer said she has already noticed an increased in business and more foot traffic in the Village because of the Third Avenue Alehouse.
Manion said she opened Third Avenue Alehouse in downtown Chula Vista because she saw the potential of what a beer tasting room could do to Chula Vista.
“I wanted to see Third Avenue come back to life,” she said.
