Brewery Vivant Launched Naming Contest for Event Space

Grand Rapids brewery has opened a public vote to name its new 3,500-square-foot venue.

Updated on Sept. 23, 2026 in Openings & Closings

Bold vector editorial illustration showing an empty wooden sign hanging against a brick brewery wall, representing a community naming contest. — Brewery Vivant has invited the public to participate in a naming contest for its new 3,500-square-foot event space in Grand Rapids. AI Illustration. Upload story photo >

Live Poll

Should local businesses involve community members in naming new project spaces?

Brewery Vivant is converting 3,500 square feet of former production space into an event venue at 925 Cherry St. SE. The company has invited the public to participate in a naming contest for the new facility.

Why it matters

The brewery aims to address growing customer requests for larger event space in Grand Rapids. By involving the community in the naming process, owners intend to foster local engagement in the project's development.

The new venue will accommodate 150 guests within 3,500 square feet of space. Brewery Vivant, which opened in 2010, partnered with Saugatuck Brewing Company to relocate core wholesale production to accommodate the project.

The players

Brewery Vivant

This Grand Rapids-based brewery and restaurant has operated in the East Hills neighborhood since 2010.

Saugatuck Brewing Company

Based in Douglas, Michigan, this brewing organization is partnering with Brewery Vivant to handle wholesale production.

The details

Located at 925 Cherry St. SE in East Hills, the venue will operate independently from the existing restaurant. Construction on the space began during the summer of 2026 to repurpose former production areas.

Brewery Vivant first opened in East Hills in 2010.
Construction began on the new event venue in the summer of 2026.
The public naming contest voting opened on September 22, 2026.
The new venue is expected to open in the fall of 2026.
The space will begin hosting booked events in 2027.

Market Landscape

This project reflects a broader trend of craft breweries diversifying revenue streams by repurposing industrial production space for hospitality. By partnering with Saugatuck Brewing Company to move wholesale operations, the brewery maintains its output while expanding local event capacity.

Local residents can influence the new venue's identity by voting for one of the seven finalist names via the brewery's website, social media, or on-site signage. Guests can anticipate the space opening this fall, with the ability to book private events starting in 2027.

The takeaway

Engaging the community in naming a new facility helps build local brand loyalty before a project even officially launches. This approach allows businesses to tailor their new offerings directly to the preferences of their most frequent patrons.