Reflections on writing and publishing KC Ale Trail a decade ago.
I woke up in a morning in January 2014 with a realization. Boulevard Brewing would mark its 25th anniversary on November 17, 2014. Free State Brewing in Lawrence, Kansas, would also reach the same milestone on February 23 that year. Those anniversaries loomed in my mind and prompted thought about how many other local breweries had opened and currently operated since then. The idea for KC Ale Trail was born.
A month or two prior in 2013, I took a trip to Bentonville, Arkansas, to visit the Crystal Bridges Museum of American Art, explore local breweries, and dine at area restaurants. I spotted promotional material for the Fayetteville Ale Trail (est. 2013) of Northwest Arkansas. Their trail was one of several Ale Trails formed and marketing across the U.S. as craft brewing gained fans and interest in the 2010s. Tasting craft beers at breweries along a local trail was novel and fun. The catchy “Ale Trail” moniker stuck with me when I returned to Kansas City, Missouri. My hometown didn’t have its own actual Ale Trail. Still, craft breweries were opening in the backyard of Boulevard Brewing and surrounding area.
The Big Rip Brewing Company opened in North Kansas City in May 2013. Rock & Run Brewery and Pub, Martin City Brewing, Border Brewing, Cinder Block Brewery, Torn Label Brewing, and others soon launched over the next two years. As a freelance writer and craft beer fan, I began writing about these breweries and small businesses opening around the metropolitan area. These stories were a natural extension of my reporting on food and drink, restaurants and bars, and community-based stories.
The inspiration to write KC Ale Trail in 2014, anchored by the 25th anniversaries of two prominent and beloved regional breweries, made sense to me. What still-operating breweries had opened and were soon to open that might interest craft beer drinkers? I anticipated that there was an audience for profiles about breweries in the area. Readers could learn about the owners, brewers, beer styles, location, and more.
The recent trip to Arkansas, the emergence of other Kansas City area breweries, and my recent publishing accomplishment spurred me on. I published my first book, Last Bite: 100 Simple Recipes From Kansas City’s Best Chefs and Cooks, in 2012 through The Kansas City Star’s since-closed book publishing division. Having learned a bit about publishing and promoting a book, I was eager to tackle another book project.
I was armed with some professional print production experience, freelance writing, and editing experience. I gained a limited understanding of publishing. In January 2014, I knew that I would have no hope of writing and publishing this book concept by year-end. Missing the brewerys’ anniversary year and not having a book to sell before the holidays would lessen its potential.
Long story short, I decided to self-publish. Self-publishing in 2014 was less common than it is today. Numerous resources, platforms, and vendors are now available to foster the process. I researched various means and proceeded with an old-school approach. I chose to produce and print a high-quality, glossy, four-color 144-page book through Walworth Publishing based in Marceline, Missouri. Using a local or regional printer was important to me personally and to the spirit of the locally-focused book project.
I contracted my friend and then-art director Eric Schotland to design a logo for the cover and book branding. Eric also designed the cover and interior book layout. He shepherded the print production process and uploaded files to Walsworth. KC Ale Trail likely wouldn’t exist without his expertise.
I traveled to Walsworth so I could inspect proofs of the press sheets and cover (see below), request color adjustments, and approve the final work for a 1,600-copy print run.
Once the books were printed, Walsworth shipped them on a pallet to a warehouse in Kansas City. I didn’t think ahead about how to offload and haul a thousand pound-plus shipment of books in 30 or so boxes. My Ford Focus couldn’t handle the weight. I put out a call on Facebook. Beth Barden of Succotash came to the rescue and loaned me her van. It takes a village… I picked up the van, headed to the loading dock, loaded the boxes into the van, drove them to my apartment, and unloaded them. Got a solid workout that day.
KC Ale Trail ‘s existence also depended on advance funding received through pre-orders and support from family to supplement my savings. A decade ago, the cost for four-color print production was expensive. Still, the estimate was cost-effective on a per-unit basis for a high-quality end product. Craft beer fans , friends, and supporters of my writing helped me cover a substantial portion of the upfront cost. Eventually, the limited print run of KC Ale Trail sold out. Thanks to everyone who bought a copy. My gratitude also extends to every brewer, owner, and business that supported me along the way.
I learned how to bring a complex concept to completion. Writing, editing, and project management were only phase one of self-publishing. Other hats I wore included fundraising, promotion and marketing, public relations, and sales. I had a blast every step of the way. to solve problems and make progress.
KC Ale Trail and every book I have published wasn’t about me and my achievement. The books were a vehicle to promote and represent the people and businesses in the local and regional community. I relished the opportunity to tell their story as a snapshot of the time. Some people have passed on and businesses have closed. The book serves as a record now. Personally and professionally, investing time and energy into my community has always been worthwhile.
Ten years since I woke up that January morning, I remain thankful for what I gained. I had the courage to follow through on an idea. That’s far more self-congratulatory than usual for me. Yet, self-reflection should provide insight into growth, the chances taken, the hits and misses, and the occasional win. Sometimes you don’t know what you can accomplish until you try. Years of developing skills with writing, editing, fluency in design and print production, communication, and project management in jobs and experiences paid off.
Writing and publishing KC Ale Trail led to other opportunities and opened doors. It informally established me as a local craft beer “authority.” That really meant I was more of an informed source, rather than an expert, compared to the average person. The book created opportunities and spurred invitations to appear on local radio and morning news television shows. I knew something about the subject matter, leading to other freelance writing assignments.
Importantly, self-publishing and promoting KC Ale Trail attracted the attention of other publishers. They sought me out to write Kansas City Beer and Expedition of Thirst. Again, not being self-congratulatory. For myself and others, it is important to know that starting and doing the work can lead to future possibilities. Otherwise, an idea on a cold January morning would have simply remained a “What if?” or “Could have been.” Taking a chance and investing in myself also built confidence to try again, grow, and learn.
Currently, I am writing my fifth book, Barons, Brewers, and Bootleggers: A Social History of Beer in Missouri (Fall 2025). The work accomplished over the last ten years led to me having the credentials and the guts to pursue and pitch this project.
So much has changed in the craft beer industry since 2014. Its audience and consumers have grown older. Their tastes have expanded and changed. Cataloguing those shifts and industry fluctuations (I won’t) would require a separate blog post. It’s a reminder that change is inevitable. There are no guarantees of success even with hard work and ample money spent.
You do the best you can. Celebrate the wins. Keep going, keep growing.