In 2017, witnessing the craft-beer boom taking place throughout San Diego County, the Rincon Band of Luiseño Indians made the bold decision to step into that vibrant industry, installing a state-of-the-art brewery and luxe taproom at Harrah’s Resort SoCal. Located on tribal land in Valley Center (or “Funner, California” as it is commercially known) that resort was originally the only place where the beers of what was originally known as SR76 Beer Works were available.
Those ales and lagers were the handiwork of Brian Scott, an industry veteran who moved on from Karl Strauss Brewing to helm the county’s only tribal-owned-and-operated brewery. Despite the popularity of craft beer, SR76’s failed to gain traction among the property’s guests, prompting the Rincon Economic Development Corporation (REDC) to change directions, bringing on Shawn Steele, a brewer with 15 years of experience, to revamp the company’s portfolio while enacting a full-scale rebrand that included changing the name of the business to Rincon Reservation Road Brewery. (When Steele moved on the following year, he was succeeded by three different head brewers, most recently Dustin Hendrick.)
“3R Brewery”, as it would become more commonly known, officially launched in January 2020. Despite having its rollout negatively impacted by the COVID-19 pandemic, the company’s new beers resonated a great deal better with consumers. This was key as 3R’s model was built around distribution beyond the resort, getting staples like Chief IPA, Rez Dog Hefeweizen and Red Rattler Amber Ale into bars and restaurants throughout San Diego.
Another focal point of 3R’s business plan was to establish a broader footprint and increased brand visibility care of satellite locations. In 2021, REDCO took over a Newport Avenue taproom in Ocean Beach, which had previously been operated by Belching Beaver Brewery. The space’s interiors were rebranded, an effort which included the installation of a wall-length mural depicting the San Luis Rey River, a waterway referred to by the Luiseño Tribe as the “river of life.”
In May 2023, the OB taproom was shuttered. At the time, REDCO cited the reason for the closure was because a better location ‒ one equipped with a kitchen ‒ had become available elsewhere sooner than expected. However, 3R never opened another tasting room and has since operated exclusively out of its base of operations at Harrah’s. And now, that has come to an end, as well, as the company announces it has closed the brewery and is getting out of the brewing industry altogether.
“While this was not an easy decision, we recognize that the craft beer industry has changed dramatically, and the challenges facing breweries today are greater than ever,” says REDCO Chairwoman Shalome Briggs. “We are incredibly proud of what we built, the people who helped bring our vision to life and the role we played in creating a space for Native American representation within the craft beer industry.”
Briggs and her colleagues also acknowledge and appreciate how they were immediately welcomed into the San Diego beer scene by local brewing professionals. They also appreciate the accounts that understood their vision and carried their beer, and note they will be working hard over the coming weeks to properly close out all business with those entities.
“The Rincon Band of Luiseño Indians has endured and preserved for generations, and we will continue to do so for generations to come,” says Briggs. “Our strength has never been defined by a single business venture, but by our people, our heritage and our commitment to building a lasting future for our community. While businesses evolve, the resilience of our Tribe remains constant.”