Snapshot

• Client: Riverfront Brewing Co. (de-identified)
• Location: Taproom feature wall behind the bar, 36 ft × 10 ft
• Surface: Painted drywall, eggshell; pendant and window light mix
• Objective: Create a signature photo backdrop, highlight rotating beers, and keep the bar open
• Install Window: 1 night (12:00 a.m.–5:00 a.m.)
• Result: Seamless, cleanable, high-contrast print that photographs beautifully and supports seasonal promos

Context

The brewery had a great product and a busy room—but a bland back wall. Vinyl had failed before (seams near the dish pit lifted) and repainting for every seasonal drop was too disruptive. They needed a feature that felt craft, not corporate, and could evolve with the tap list.

Goals

1. Own the background of customer photos and UGC with a bold, brand-true feature wall.
2. Support rotating promotions (new releases, flights, events) without reinstall costs.
3. Zero service disruption—bar must open at 11 a.m. as usual.
4. Easy cleaning (beer foam, fingerprints) and durability behind the bar.

Constraints

• Tight bar aisle; no room for panel staging or ladders during service hours.
• Mixed lighting (pendants + daylight) that can show glare on vinyl.
• Frequent seasonal updates and collab releases.

Solution (Why Direct-to-Wall)

We printed the design directly onto the painted wall with UV-curable inks. No panels, no seams, no glare. The finish wipes like paint, so staff clean it during closing with normal procedures. For seasonal swaps, the refresh path is repaint + reprint overnight—no adhesive removal, no patching.

Artwork & Prep

• Design direction: Grain-texture gradient with oversized wordmark, subtle coordinate line for “riverfront,” and a flexible promo band area for future drops.
• Color proof: On-site swatch to match brand amber and deep slate under actual taproom light.
• Surface readiness: Light sand/touch-up, 24-hour cure confirmed by owner.

Installation Plan

• 11:30 p.m. close; protect bar top and taps
• 12:00 a.m. level machine; alignment pass
• 12:30 a.m. – 4:30 a.m. print in three contiguous sections
• 4:30 a.m. – 6:00 a.m. cure check and clear coat applied
• 9:00 a.m. owner walkthrough; bar opened on time

Outcomes

• Seamless visual: Crisp type and texture; no panel edges behind the wet zone.
• Social lift: Feature wall appeared in ~40% of tagged photos in first month (owner’s IG data).
• Promo agility: First refresh scheduled for spring lager launch with a simple repaint + reprint of the promo band.
• Ops friendly: Cleaning is “wipe like paint”; no more edge fixes.

Business Impact (First 60 Days)

• UGC volume: +62% tagged posts vs. prior 60 days (owner tally).
• Flight add-ons: +11% increase in flight orders attributed to the new promo band near the tap list.
• Event bookings: 6 private events requested photos with the wall—now used as a sales visual.

(Numbers are client-reported; your mileage may vary. We can add anonymized screenshots if desired.)

Why Not Vinyl Here

• Seams near moisture (rinse sink, dish pass) tend to lift.
• Glare on panels under pendants = poor photos.
• Refresh costs compound with remove/clean/reinstall each season.

Budget & Timing (Guidance)

• Scope: ~360 sq ft, overnight install
• Typical Range: Most projects start at $1,500; final pricing varies by size, access, and complexity. We provided a straight number after a quick wall check.

Maintenance & Refresh

• Clean per paint spec during nightly close.
• For seasonal change: quick repaint to base → new art → overnight reprint. Zero removal fees.

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