The reinvented Wyomissing suburb of Reading, Pa., will be the home of a new Sly Fox Brewing Co. satellite pub. It will be located with an upscale mixed use complex of office, retail and restaurant space developed by Philadelphia-based Equus Capital Partners, poised to transform Wyomissing into a swanky live, work and play location in Berks County.
“Wyomissing is a booming area,” said John Giannopoulos, Sly Fox Brewing managing partner. “With large employers and great residential sections, growth is happening everywhere and we are excited to be a part of the development.”
Equus has committed more than $70 million into Phase I of the Knitting Mills, and Phase II, a 20-acre site north of the main campus, has already attracted corporate tenants interested in new construction build-to-suit offices.
Looking for investors
To make this new venture happen, Sly Fox has initiated a funding campaign with WeFunder, an investment facilitator that offers contributors opportunity for return. The idea is that a large pool of investors will contribute to the personality of the pub, called Sly Fox at the Knitting Mills, and will act as brand ambassadors as much as stakeholders. Sly Fox selected WeFunder after brainstorming ways to proactively enter the highly competitive market. Besides ROI opportunity, contributors will receive exclusive perks and discounts at the pub.
“It’s a unique investment opportunity, but it’s really about building a passionate community of like-minded people who love award-winning craft beer, great food and great times,” said Giannopoulos who opened the first Sly Fox pub with his family in Phoenixville in 1995.
Sly Fox at the Knitting Mills will focus on developing a fresh and locally sourced menu to accompany their well-regarded beer portfolio. The convenient location, just off of Penn Avenue, is a prime spot for foodies and craft beer aficionados.
“We thought it would be a really unique idea to, as we enter new markets, to build anticipation with an invested group of brand ambassadors,” added Giannopoulos. The Sly Fox production brewery is situated just 20 miles east in Pottstown, Pa.