“I remember it was my idea to put out a tip jar because I was like, ‘Well, if we get tips then we could just go buy more beer when this runs out,'” Steudel says. “And by the end of the weekend a ton of people had found the place. It had gotten really big. We had been out for beer I think like three or four times a day to restock.”
The Secret Bar, a hidden gem, became an instant hit in its first year. The popularity of the bar was such that it ended the weekend with a $1,000 surplus from the tip jar. Originally not intended to be profitable, the surplus was donated to the National Interscholastic Cycling Association (NICA) to support youth mountain biking programs.
What started as a beer money scheme soon turned into a tradition. At the Secret Bar, all the beer is provided for free, but donations are strongly encouraged. Every penny collected at the bar goes towards supporting NICA and its efforts.
The success of the Secret Bar did not go unnoticed. Instead of causing frustration, management recognized a valuable idea and embraced it wholeheartedly.
