Growing Destinations
Your go-to source for insightful discussions on destination development. The Growing Destinations podcast delves into the strategies, challenges, and successes that drive community growth. Each episode features in-depth conversations with local and national experts, uncovering universal themes and innovative practices that can be applied to any city or region.
Growing Destinations
How A Rochester Brewery Is Building A World Cup Home Base
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At Little Thistle Brewing in Rochester, Minnesota, community creativity and a real smart approach to experience-building are all on tap. This isn't just a neighborhood brewery. It's a gathering place, and increasingly, it's becoming something more: a hub for shared experiences that bring people together in ways that go well beyond what's in the glass.
Steve Finnie, Co-Owner of Little Thistle, shares how his Scottish roots and passion for soccer are helping to shape a creative activation leading into the 2026 FIFA World Cup. This conversation goes deeper than that. We'll talk about Steve's journey, the realities of running a brewery in today's environment and how thinking differently about programming, partnerships and place can turn a local business into a destination in its own right.
Welcome To Growing Destinations
SPEAKER_01The Growing Destinations Podcast is brought to you by Experience Rochester. Learn more about Minnesota's third largest city, which is home to Mayo Clinic and features wonderful recreational and entertainment opportunities by visiting Experienced Rochester MN.com.
SPEAKER_00We're leaning into the World Cup because arguably you could say that's probably one of the biggest attractions for many people from different countries who live here in Rochester, is you know, the World Cup. And uh soccer, football in many countries outside of the United States is is like a religion.
Steve’s Path From Mayo To Beer
SPEAKER_01Welcome to the Growing Destinations Podcast, where we take a deep dive into destination development and focus on a wide range of topics from tourism and entertainment to economic development and entrepreneurism and much more. I'm your host, Bill Von Bank. We're on location at Little Thistle Brewering in Rochester, Minnesota, where community creativity and a real smart approach to experience building are all on tap. This isn't just a neighborhood brewery, it's a gathering place. And increasingly it's becoming something more: a hub for shared experiences that bring people together in ways that go well beyond what's in the glass. Today we're joined by Steve Finney, co-owner of Little Thistle, whose Scottish roots and passion for soccer, aka football, are helping shape one of the more creative activations we've seen leading into the 2026 FIFA World Cup. But this conversation goes deeper than that. We'll talk about Steve's journey, the realities of running a brewery in today's environment, and how thinking differently about programming partnerships in place can turn a local business into a destination in its own right. Steve Finney, welcome to the Growing Destinations Podcast. Thank you. What a treat. We're recording this outside of Little Thistle. It's such a beautiful spring day. So that's that's added bonus today. Well, let's start with your story. What led you to co-found Little Thistle?
SPEAKER_00I mean, I suppose it's a little bit of a long story, but um, I'm from Scotland and uh Thistle is the flower of Scotland. And uh I moved to the United States back in 1996 to go to grad school uh out in the East Coast, and I think it wasn't long after coming to America that um I was drinking a lot of Guinness on the East Coast, um, you know, and uh that was my my beer of choice. But we sit we laugh at it, but also there's a good reason in that is Guinness is low ABV. Most people think it's maybe higher alcohol, but uh you can drink them, you can drink them all day, and maybe I did. Anyway, I also started drinking some of the craft beers that were around on the East Coast at the time. So I started my palate started to change, and um, and then when I moved to Rochester a few years later, you know, I was started homebrewing, and then I met my wife not long after that. She also loves craft beer, so um you know, fast forward a few years later, I went to PT school. Um it's a little crazy to think, but I went to PT school, got my master's and doctorate in physical therapy, still homebrewing, and uh then worked at Mayo for a long time, and then still homebrewing, and then we we kind of took the plunge eventually, and in 2018 we actually opened Little Thistle. Um the planning had been there for a few years before that too. But um, we've been open since 2018, so this summer it'll be eight years.
SPEAKER_01Wow, congratulations. And then you left Mayo Clinic at that point too.
SPEAKER_00Oh, I I left um, yes. I left uh Mayo back in like 2015, I think it was.
SPEAKER_01So you knew before you opened that that there was a path forward to a brewery.
SPEAKER_00Yeah, I mean I think um we we knew or we felt like Rochester could definitely uh do with one um or do with several, right? Because you know, you mentioned it in your introduction. Breweries tend to be community hubs. And um and we opened in 2018 and and when other breweries opened around that time, I think people are generally excited about about that, um, about it being a gathering place, about craft beer, etc. And certainly, you know, things have changed over the past few years, it's been quite different. And um, I think we all think differently now if you're a brewery owner about what you do since uh post-pandemic.
SPEAKER_01You have Scottish Roots, you mentioned that. How has that influenced the culture you've built at the brewery?
SPEAKER_00Growing up in Scotland, uh the pub in Scotland, and you know, and I lived in England, went to college in England too, and and moved around all over the place. And we are in outdoors right now.
SPEAKER_01We are outside, so we're gonna hear stuff.
Craft Beer’s New Reality After Covid
SPEAKER_00You do hear that's uh Wiley, our delivery guy, has a little uh little motor bike that he's uh tuning up before he leaves for the day. But he is wearing a helmet, so he's safe. Safe. Um sorry, digress. I I think the the the thing about Scotland, I think, really is is if anyone's been to Scotland, it's it's not just a beautiful country, but it's um there's a beautiful people there, you know, who are very welcoming, very nice. And um if you go to a pub in in Scotland or England or you know, Ireland or anywhere, you know, it really is a welcoming place um where you'll find, you know, you'll find kids, you'll find families, if you'll find dogs, you'll you'll find everyone there. And so really that's what I grew up with. And it's a hard-working kind of community, you know, farming community, that kind of stuff. My wife is also from Iowa, is a farming community. So I think both of us have similar ideals on just um, you know, treating everyone with respect and making sure everyone's really, really welcoming. It's like welcoming someone into your house.
SPEAKER_01How would you describe the current state of the craft brewing industry right now?
SPEAKER_00Well, I mean, I think it's the it's one of the hardest times for a craft brewing industry right now is um you had um pandemic and um and you know people uh you know at first maybe drank a lot, uh, and then I think they probably took a little bit of time to have a break and uh re-kind of set uh where they stand. And so post-pandemic, I think um people are drinking craft beer, um, they're drinking uh other beverages too. If it's THC, if it's seltzer's, NA's, Mocktails, you name it. So I think we've seen things um broaden in our customer base are drinking many different beverages, which means that we we want to um you know meet those demands because we're still we still want people to come out and socialize and to gather. It might just be that they're not drinking beer. Uh and that's okay. We can certainly provide all of those um from above. It's just that the landscape has changed a little bit, and then um, you know, people are watching their their pocketbooks, you know, and um pricing and costs, and uh, you know, that's that's um totally understandable, you know. I think um so we we've changed to make sure that we have much more offerings, I think.
SPEAKER_01How important are events and experiences to your business model today?
Why Events Matter More Now
SPEAKER_00I think that is um that's a critical point to our business. I I mean it always was when we first opened, is to have this wonderful space. You know, if if you haven't been here, we're at the end of a dead end street, and we sit in about two acres of land, we have two uh large beer patios, and so it's meant for uh outdoor enjoying the space and whatever you're drinking. And so it it's critical and it was before the pandemic, but now post-pandemic, I think it is even more because I think I think people, in my opinion, um and and a good example of this is uh tie-in is uh Guinness. You know, everyone knows Guinness and uh Guinness was sponsoring, you know, some of one of the soccer games that we were watching the other day in the tap room, and they had a new commercial that came on and it said uh people need people. And I just thought that that kind of sums up everything right now. That's a deep message, suggest that you know a lot of people isolated for a long time. And you know, as as human beings, I think the the majority of us, maybe not all of us, but I think as a race, most of us, we we do need to be with uh our our like-kinded people, and it is good to socialize. And breweries are one of those places that you know make that happen and make it more maybe a little bit more approachable than say a bar. Breweries are definitely about, you know, not just drinking, it's about drinking, you know, a high-quality craft beer or or uh an NA or whatever, but it's just it relaxing in the space, putting down your phone and actually chatting with someone. So the events have become, I would say, one of the most important things to help uh bring people out uh to Little Thistle. It could be anything, but uh, we're leaning into the World Cup because arguably you could say that's probably one of the biggest attractions from many people from different countries who live here in Rochester is you know the World Cup. And uh soccer, football in many countries outside of the United States is is like a religion. It's a it's a really important part of the community, a really important part of the culture. And so when the World Cup comes around every four years, arguably that's if we have a large event on, which we are, we're gonna be showing uh the majority of all the games here inside outside, then that's probably the the thing that's gonna bring people out.
SPEAKER_01That's a great uh lead into several questions I have regarding the World Cup because you're building a long runway to the World Cup, starting with now, starting with some of the premiere games. So building the excitement. Tell us what this promotion's all about and how long it will go on.
SPEAKER_00We even started last year, you know, in the fall, is showing a lot of English Premiership games, and then in January we had some of the the rugby games and stuff like that too. Uh and it really comes from the premise of being wanting to be, you know, the place in town where you can come and watch these games. And I I will say, like even 30 years ago when I came to town, it was very hard to find a place to to watch some of these games. So we we want to be that place. We've been reaching out to local businesses, and we have uh formed partnership with maybe 21 different local businesses here in town who are helping to uh join forces and help us um you know make this event happen. It's gonna be a six-week event, starts June 11th and goes through July 19th for the actual World Cup. And um, you know, there's I think it's four, I could be wrong, 48 different countries represented. Just uh, you know, a huge kind of celebration of cultural diversity. And that's really what the World Cup represents. Several things, you know, it's it's athletic prowess, if you want to call it or sportsmanship, and just some amazing athletes. But um really what it brings is um a celebration of people from multiple countries all over the world, and it just epitomizes what what we're about at Little Thistle, you know, is getting as many people out here into our space, enjoying the space, and uh meeting people from multiple countries is just like I kind of think that's what it's all about.
SPEAKER_01What does making Little Thistle a home based for World Cup actually look like? How are you gonna program the space?
SPEAKER_00Right now we have two TVs inside. We have a projector screen TV, which um is our main spot inside in the tap room. We have another one in our private room, um, but we're gonna have two outdoor TVs here. So we're gonna have one that's gonna be kind of under the pergola here that we'll be able to show the games on, and then we're gonna have another one which is gonna be uh kind of mounted on our pergola, which will be facing the brewery. So you'll be able to be outside and watch the games also. And I think that's an important part of just, you know, hey, the summer's hopefully here soon, and um being outside, enjoying the weather, and uh watching some of the games with uh friends and new friends is gonna be that's that's the goal, fun thing to do.
SPEAKER_01Am I correct that Scotland is qualifying for the first time in 30 years?
SPEAKER_00It is in Scotland uh 28 years we've waited, and uh I know that because I know where I was when they last played in 1998, the 998 World Cup. That was the year I actually moved to Rochester, so absolutely. So we're um we're embracing all that, you know. Uh everyone I think everyone knows, you know, the name of the brewery is Scottish Roots, but but we haven't really lent into that too much, but we're leaning into it a little bit more this this um summer with the World Cup because it really is um a celebration of yeah, Scotland getting in and and it's tough. It's tough to get in the World Cup. We're excited.
SPEAKER_01What role do you think local businesses can play in creating experiences that draw people in? You've done it successfully here for several years.
SPEAKER_00Yeah, I mean, I think obviously it depends on the kind of space you have and how much space you have, you know, if you have a private area or if it's just um you know an an average business. I suppose if you're doing different events or programming, you know, people uh trivia is is an important one there. We have standard trivia every Wednesday night. I think lots of people are doing that. Um it's nice to have these um standardized programming, then people just know they can rely on that. Uh we currently don't do a karaoke, but I know karaoke is another one that people like to do, and and that's done around town here too. So I think people are already doing it. I think you just gotta put your own personal spin on it, right? Because it's based on your own business personality and your business space. I do think, you know, we don't have food here, we have uh food trucks. So we do have food when people come here, um, but we're not a restaurant. So I mean I think it it's different for the the model that you are as a business too. But um ultimately I think of Corona's tacos, they're um good friends of ours, and uh they I'm sure they're gonna be watching the World Cup. But I mean I know they do late night karaoke and they're a restaurant and uh they have margaritas and all that fun stuff too. So I think um you gotta kind of just lean into um what you can do in your space. But uh any novel things are are very useful these days. I think what whatever's gonna help to bring people out, to be honest. And so we've done some crazy stuff from a silent boot club to um we have a kids club here on ever you know, once a month when people can bring their kids out, and we open an hour early so the kids can play and uh and the adults can can do stuff. So I think you can do whatever you want to do.
SPEAKER_01I was here uh for last year's Oktoberfest. It was packed, it was very fun, and the music was great. The music is what you would expect at an Oktoberfest, and and that's what I loved about it. It was you got what you expected plus some great beer.
SPEAKER_00The Oktoberfest is um always a an important, I mean, uh one that people always I think people just love those kind of beer-centric events. Uh we had a uh Buck uh release party a few weeks ago, and when you take you know a your red hot poker and you put it in the beer and it caramelizes and stuff, that's another one. People just love it. So there's some there's some events which I think are um, you know, more tried and tested, shall I say? They're ingrained in kind of the the beer culture, and then there's other ones you could just do what whatever you want. Yeah.
SPEAKER_01So when I first met you, you mentioned you were a diehard Prince fan. Prince the artist. Tell us more about that passion you have for his music. Obviously, you have a tattoo referencing Prince. Give us a little more insight into that.
SPEAKER_00Yeah, being a Prince fan for a long time, you know, growing up in Scotland, um, saw him um in concerts in the UK, a few places, and uh was was uh phenomenal, uh amazing artist, and and you know, you know, he's from Minnesota. At that time I had no idea that I would eventually end up living in the state of Minnesota, only an hour and a half away from his recording studio um in Chanhassen, Minnesota. So I mean, you've been a fan, and then you, you know, Prince did something that then I don't know, I don't think anyone else has really done it to that degree of opening up his studio and having parties on a regular basis where the public could go and see him play and see him just jam. It wasn't going and seeing him with a you know a standard set list, it was him having fun. Um just happened. It used to be from 2 a.m. to 5 a.m.
SPEAKER_01Well did you go?
SPEAKER_00I went a lot, yeah, yeah. My my routine uh for a few years of my life at the time when I was just meeting my wife was I'd I'd come home from um work on a Friday and I'd go to sleep at five and I'd get up about 10, 10:30, I'd get my car, and then I'd drive to Chan Hassan. And um I knew what was going on because I was kind of part of the the Prince fan club at the time, the NPG music club it was called, and Prince um had kind of a direct communication with his fans and use it was using the internet in a way just to to um directly present his music and what he was doing, which was way ahead of the game. And so yeah, yeah, I would get up there and it would be regularly, it would either be free to get in or a seven dollar donation, and that would be it. So I regularly would see him play um in the wee hours in the morning, and then I would um drive back to Rochester, and the crowds were were often small. I mean, we're talking sometimes at most, maybe you know, a hundred, but I remember accounting one time I was in there with 25 people and standing right next to him and him jamming away for a few hours. And uh my my one of my favorite memories though is that uh my parents were visiting from Scotland and um and I took my parents there one night and um no joke, and my my dad is passed away now, but he's uh he he could walk short distances, but was mainly in a wheelchair, and so I may I made him, to his frustration at the time, walk a little bit to get into Paisley Park. But when we got in there, we were helped by this huge bouncer to um walk up a few steps and sit, no joke, on this huge purple couch. And so here's my mum and dad from this little town in Scotland, and um watching Prince jam away, you know, that just it was fantastic. And they were very happy afterwards, but um, you know, I just pushed them to do this, but um that was kind of our typical thing is like you know, forcing them to go and do fun things. So yeah, it was great.
What We Want You To Feel
SPEAKER_01Certainly great memories for you, yeah. I have one final question and and bringing it back to the World Cup and all the experiences you're bringing here. If somebody walks into Little Thistle during the World Cup, what do you want them to feel?
SPEAKER_00Uh welcome, number one. Excitement, fun, belonging. And maybe this is something new that they hadn't experienced before, and maybe they'll meet some new friends and get excited about um soccer. You don't need to know all the rules. It's pretty simple rules, to be honest. So you can pick that up pretty fast and learn, but it really is understanding the the the passion that this game presents throughout the whole world. So it's kind of a common language amongst um many countries. So it's really just having fun, making a connection with people. We're all we're all the same. So it's uh I think this draws out just that, you know, makes it exemplifies that. We're excited. So come and join us. Starts June 11th, and um it's gonna be a lot of fun.
SPEAKER_01Steve Finney, it's been great having this conversation, learning a little bit more about your history, brewery, your love for music, and certainly the World Cup. And best of luck to you and the team here, and thanks for being our guest on the Growing Destinations Podcast.
SPEAKER_00Oh, thank you. Appreciate it. Thanks for the opportunity.
SPEAKER_01Thank you for tuning in to the Growing Destinations Podcast. And don't forget to subscribe. This podcast is brought to you by Experience Rochester. Find out more about Rochester, Minnesota, and its growing arts and culture scene, its international culinary flavors, and award winning craft beer by visiting Experience Rochestermn.com.
