Jack Daniel’s Lynchburg General Store: San Francisco & Austin
We had the amazing opportunity to accompany our client, Mirrorball Agency, on two stops of their Jack Daniel’s Lynchburg General Store tour. This traveling pop up general store is to celebrate the Lynchburg Distillery and it’s 151 years of making the top selling American whiskey in the world. The first pop-up location we got to work on was none other than the Golden City, San Francisco. We took over The HERE Collective at 930 Alabama St. from July 16-22, turning a collaborative work space/ event space into the amazing Jack Daniel’s General Store reminiscent of its hometown, Lynchburg, Tennessee. Earlier this month we concluded our time in Austin, Texas at 800 Congress Avenue which took place from October 8-14.
The store ran for a total of 7 days offering a selection of unique goods and services, so here’s a recap for you. First of all, if you came at the right time you could catch a set by the house band, The Bobby Hawk Band. He’s one amazing fiddle player!
Now the visit starts with grabbing a glass of lemonade or sweet tea and perusing the delicious pastries at Miss Mary Bobo’s Bakery.
While digesting your Southern treats, stop by the Jack & Friends booth, where craftsmen demos such as candle making and leather embossing are hosted by local makers. The local partner changed every day so there was a craft for everyone to enjoy. The best part is, you got to create something you could take home with you.
Speaking of craftsmen, you could meet a real Jack Daniel’s Barrel Man at Jack’s Workshop and see how the art of barrel making is done. If you wanted your very own custom barrel, you could do that too!
Check in at the Lynchburg Travel Agency desk to book a virtual tour through the nation’s oldest distillery, Lynchburg Distillery. If you’ve never done VR before, this is a fully captivating sensory experience. While in the store you also get the chance to see the actual safe Jack Daniel famously kicked, leading to his death in 1911.
Looking for a spruce up? Gentleman Jack Barber Shop offers $5 proper hair/beard trims and styling. That’s a deal that couldn’t be passed up!
Once you’re all done up at the Barber Shop, head on over to the Music Photo Booth for some memorable photos. Dress up like the rock star you’ve always wanted to be and share on your social media for all your friends to see. Check out hashtag #jdgeneralstore to see some of the awesome pictures that were taken.
At the center of all the action is the Charcoal Mellowing Station, offering a sensory experience taking you through the history and process of making Jack Daniel’s whiskey. Daytime customers were able to sign up for the Private Tasting from 6-7 pm each evening, where they got to taste test Old No. 7, Gentleman Jack, Single Barrel select, and Barrel Aged Rye.
Of course visitors couldn’t leave without purchasing some unique Jack Daniel’s merch and whiskey related goods.
It was a pleasure working on this amazing project! We focused on the staging and lighting aspects of the job. Shout out to Nomad Sound for the audio and Breakthrough Productions for their beautiful fabrication work. As of right now Austin was the last stop on the calendar, but who knows... the Jack Daniel’s Lynchburg General Store might be coming to a town near you!