“It’s not enough to have a hospitality business anymore,” says small business owner Shelley Pippin. “You need to be an event business.”
Here’s why the Bruins have been so successful at using events to carve out a niche for themselves, and Regardless of your industry, what small and medium business marketers can learn from “Ohio’s First and Only Donut Bar”.
Meet the Master
Shelley Pippin
Founder and Co-Owner, The Bruins
When you think of bar food, you probably think of things like burgers and sandwiches.
But Cleveland-based Brewent’s has a different vision: As Brewent’s “Ohio’s first and only donut bar,” as co-owner and founder Shelley Pippin calls it, the business showcases a carefully curated selection of beer and coffee drinks along with a rotating selection of homemade donuts.
However, their menu is just the (sweet) beginning. “It’s not enough to be a hospitality business anymore,” Pippin says. “You need to be an event business.”
In addition to Brew and Don’s menu, Brewers’ books celebrate the weekend holiday (Halloween), pop culture (Halloween) (Twilight) and fandom lore (an annual toast to Taylor Swift’s birthday called “Taylorfest”). These special events often come with unique coffee drinks or themed donuts. For example, a “Boston Shout!” For spooky weather.
Photo credit: Emily Drape
“I like to create things, and I see my job as being responsible for surprising and pleasing people,” says Pippin.” That’s why I love the hospitality industry. This is where you get to create experiences for people. It’s really about providing a little slice of escape and happiness.“
Takeaway: Don’t underestimate the power of surprise, joy, and happiness. Whether you’re selling donuts or a database, think about what experiences you can create for people.
Divide and conquer
Pippin cut her teeth working in partnership marketing, sponsorships and client operations, so she excels at handling the creative vision side of Bryant. This is a job that includes things like menu development, event planning and social media content creation.
Photo credit: Shelley Pippin
“I love the inspiration part,” she says. “Those things just pop into my head, and I’m like, ‘Yeah, and here I have 25 ideas of how I want to do it.’
But from a business perspective, Brew Nuts is well-balanced because co-founder (and Pippin’s husband) John has a background in accounting and finance.
“He handles a lot of our operations,” she says. “It’s great to have all the ideas in the world. But if you don’t understand how to run a practical business in terms of making the numbers work, it’s not everything.”
Takeaway: Not even the scrappyest marketing team can do it all. Lean into your strengths, and join forces with co-workers (or co-founders) who will provide some balance.
Sometimes excitement is coffee
Pepin will work with Donut Decorator (who happens to be a talented photographer) on graphics and promotional materials. Otherwise, she does not outsource marketing activities because She has a specific vision for Bryant’s brand voice — and she knows it works.
“When I want to hype something, I want to hype it a certain way, and I want people to feel a certain amount of energy about it,” she says. “At this point, I haven’t found a way to communicate with anyone else.”
This confidence translates into event planning. For example, even though the annual Taylor Festival has gotten bigger and bigger every year (just like Swift’s career!), Pippen wrote the menu for the 2025 iteration in about half an hour in August.
Photo credit: Shelley Pippin
“If I’m getting too excited about it, I don’t second guess it,” She says about planning these large-scale events. “If it’s something that I’m fully creative around, it tells me everything I need to know, because I know there are probably other people out there who will feel the same way.”
Takeaway: Data is important, but it’s not everything. Sometimes you have to go with your gut. If you’re having a hard time convincing your boss that your enthusiasm is budget-friendly, follow Pippin’s lead and start small. Pilot your idea, measure ROI, and grow a little bigger every year.
Meet your community
Bravents has incorporated consumer sentiment into its marketing strategy. Over the years, they have planned events around Officefor , for , for , . Star Warsand lonely house. however, Brew Nuts’ events and marketing come from a place of sincerity — and inclusion.
“We’ve made it a point to really put up our flag and say what we’re about, and be clear about our values, and (we’re) about being a place for the whole community.” says Pippin.
Photo credit: Emily Drape
This mindset also explains why Brunets are thoughtful (and intentional) about these events, including aligning their interests and passions with those of the guests.
“We’ve had things come up where people say, ‘Why don’t you do XYZ this weekend?'” Pippin says. “I don’t necessarily want to do it if it’s something that we don’t have a real fan perspective on.”
Takeaway: You don’t have to jump every trend As greedy as can be Star Wars Stick to your tech company, if it doesn’t reflect your values or build community, it’s okay to leave.
A hospitality mindset
Pippin and her husband are hands-on owners who connect with guests through many different channels. For example, Bravents sends out a monthly newsletter and maintains a strong social media presence.
“We’re definitely not absentee owners,” Pepin says. “We’re very present in our space and our social media.”
By being so integrated, BrewNuts has a deep understanding of its audience — and how to reach new customers.
“In a lot of ways, we try to throw events that are for groups of people who might not feel like they have a home base,” says Pepin. “I want to try to find niche groups that might feel, like, ‘Hey, nobody throws an event for us.’
At the end of the day, Pepin stresses the importance of gratitude and shares that she never takes any support.
“It’s never lost on me that someone is choosing to spend their hard-earned money over me,” she says. “(It’s) really important to be at the forefront all the time.”
Takeaway: Maintain a hospitality mindset. The Bruins don’t throw events just for the sake of having a Halloween tie-in. It uses newsletters, social media and customer interaction to differentiate its customers and make them feel welcome.
