Solving Our Problem of Capacity — Vertical Integration
| Joey |

Solving Our Problem of Capacity — Vertical Integration

The line up for the Longhorn began at 7:00 a.m. on Sunday and it never really stopped. It began with tons of American college kids waiting to get in to watch the Seahawks game over their long weekend and then it moved on to après as the snow swirled throughout the day and then on to the late night partying, for those who could last. You couldn’t really ask for anything better on the Martin Luther King long weekend, always a busy one in Whistler. This past weekend was one of our busiest. We were jammed at the Longhorn before most people were even out of their jammies.

And once again we were dealing with the perpetual problem of our business — capacity.

No matter how big a party we throw at Gibbons, how legendary a night, there is always a limit — only so many people will get in to enjoy it.

It has been one of the most frustrating realities of running successful clubs and bars — there is always a limit.

That frustration, however, has paved the way for other ideas and opportunities.

What about creating a business with limitless potential? With no capacity constraints? Something that can grow and expand and thrive, something with endless possibilities.

It’s funny what ideas come your way when your mind is open to them.

For a long time now I’ve been thinking about making something — something tangible and real, something that people around the world want to buy.

Believe it or not, the first opportunity that presented itself was in bed linens, but that didn’t get too far.

Then, I seriously started looking at creating a shoe company, making a shoe like a ‘Stan Smith’ sneaker. We had a name, a design and the prototypes were shipped from China but shoes, as it turned out, weren’t in the cards.

Next up, an energy drink — Cowboy Energy Drink. It wasn’t meant to be either.

Little did I know it then but the bed linens, the shoes, the energy drink, they were all just paving the way, setting the stage for what was really meant to be.

Trying things. Learning. Adapting. Knowing when to let go. These were the critical lessons in those earlier days.

Then, in 2013, our B.C. government allowed us to vertically integrate within our own business, giving us the opportunity to work with our team and our guests to craft the perfect beer and spirits. It was the moment had I been waiting for. All the bed linens and the shoes and the energy drinks were just the warm-up act. This was going to be the main event.

But where to find the perfect brewery and distillery?

As it turns out, it was just down the road.

In 2014 Gibbons became joint partners with Deep Cove Brewers and Distillers.

Check back with us next week and I’ll tell you how we’re creating the perfect après lager that’s going to be as big as Corona.

Joey Gibbons

He has been throwing great parties in the mountains ever since he was in high school. Now, as CEO of Gibbons, he is showing the world Whistler’s magic. Joey is passionate about his business and about his community, always looking for new ways to fuse the two together. He knows there is no better place to work and play and raise his family.