# Anchor Brewing Co. Collects 200% More First-Party Data

## San Francisco’s Anchor Brewing has been a hot tourist destination since 1896 with a brewery tour that’s a sensorial experience.

### 200% more first-party data

After AnyRoad, Anchor saw a huge increase in data collection. Online booking helps Anchor better understand and market to their target audience.

### Thousands of tourists per year

In order to stay relevant and continue attracting crowds, they needed to update their tour process while delivering a memorable experience.

### Top brewery tour in San Francisco

Anchor Brewing Co. is a staple in the San Francisco craft beer scene, and their iconic brewery has been a must-visit location.

### Anchor’s Growth Plan

Anchor Brewing Co. is a staple in the San Francisco craft beer scene, and their iconic brewery has been **a must-visit location**. To stay relevant, they needed to update their tour process while delivering [**a memorable experience**](/content/platform/index.html) that kept their visitors coming back.

“I’m pretty sure the tech we were using before AnyRoad was **from 1896**,” Angela Knotts, Director of Brand Marketing at Anchor, says. “Everything was very manual and cumbersome. If you don’t have an easy user flow, you’ll have folks who **opt out**.”

Anchor allocated their resources to manage transactions and database collection on pen and paper— as a result **their first consumer touchpoint** was a clunky welcome.

“If the welcome experience is negative, who will want to come? It’s important to create a feel-good experience from the jump.” Knotts notes with a laugh.

“When we think of experiential, we think of our home as a way to **romance people**. It’s like going on a date. You want people to walk away with the feeling of, ‘oh wow, yes — I’d like to see them again.’”

#### Working with AnyRoad, Anchor used the booking software and insights to:

- [**Create** a smoother](/content/solutions/events/tours-and-tastings/index.html) and more welcoming customer experience
- [**Track** performance metrics](/content/platform/atlas/index.html) that help them scale and improve. **‍**
- [**Analyze** guest feedback](/content/features/pinpoint-overview/index.html) to learn and grow for a better one-on-one connection.

### Anchor’s Solution with AnyRoad

Anchor Brewing Co. adopted AnyRoad for a more **relevant booking tool** and data collection system, and when Knotts started she immediately recognized the platform from her last company.

“This will be my second time using AnyRoad. I worked at Craft Brew Alliance, and we activated AnyRoad on the RedHook Brewery brand I managed. So I knew that it would allow Anchor a more [**seamless user experience**](/content/platform/guest-experience/index.html) and probably allowed us to **scale with sign-ups**.”

Anchor Brewing uses AnyRoad’s experiential marketing platform to manage its San Francisco brand home tours. Guests **book their tickets** and **pay directly** on Anchor’s website, and Knotts can collect important customer data that helps her better understand and market to Anchor’s audience.

She confirmed that since using AnyRoad, they collect [**200% more customer data**](/content/platform/feature/experience-surveys/index.html) than before and are putting it to good use.

Knotts leverages insights from the Atlas feature to demonstrate their business impact and make improvements to deliver a world-class tour experience. AnyRoad helps [**track performance metrics**](/content/solutions/events/tours-and-tastings/index.html) that matter while collecting and [**analyzing guest feedback**](/content/platform/guest-experience/index.html).

"When you have that information, customers tell you what they liked or didn’t like about you. You can use that information to learn, grow, and improve. **And that’s really valuable.**"

### Anchor’s Advice for Brand Marketing

“If you have the benefit of people being able to come directly to you, this is your competitive advantage. Take advantage of that **one-on-one connection** because those folks will become your evangelists, and it will make **infinite returns** for your business. You need that information to have those conversations and, ideally, **monetize that information** and continue those conversations with **your superfans**.”

#### “When we think of experiential, we think of our home as a way to romance people. It’s like going on a date. You want people to walk away with the feeling of, ‘oh wow, yes — I’d like to see them again."

Angela Knotts, Director of Brand Marketing \| Anchor Brewing Co.