11/06/2026
I received a message earlier this week that made me realize I might have a bit of a marketing problem.
A woman who had been following The Back Yard thought we were primarily a bar. She had no idea about the art gallery, the workshops, the family-friendly atmosphere, or the fact that most of our beverage revenue actually comes from non-alcoholic drinks, and I don’t blame her for that assumption.
When you’re building a business that doesn’t fit neatly into an existing category, communicating what you do can be surprisingly difficult.
I’ve spent the last two seasons trying to explain all the different pieces of The Back Yard: the patio, the gallery, the coffee, the cocktails, the workshops, the community events. But I’m starting to realize that maybe the individual offerings aren’t the most important part of the story.
The common thread has always been creating opportunities for people to gather, connect, and experience something different in our little town. The challenge now is figuring out how to communicate that clearly while continuing to grow and evolve the business. It’s an interesting problem to have, and one I’m still learning how to solve.
For my fellow business owners: have you ever struggled to explain what your business actually does?