Designing a Brand With Strap Tank Brewery
Beer & Spirits
3661 Outlet Pkwy, Lehi, UT 84043
Tue–Thu 11:00 a.m.–10:00 p.m.
Fri–Sat 11:00 a.m.–11:00 p.m.
Sun 10:00 a.m.–9:00 p.m.
385.503.8443 | straptankbrewery.com/lehi
If you’re looking for a history lesson, look no further than Strap Tank Brewery and its adjacent motorcycle museum in Springville, Utah or its northerly counterpart in Lehi. Its flagship and seasonal beers—including Irish stout, Sgt. Holtz and Italian pilsner, Moto Guzzi—will teach you something about motorcycles, while surrounded by custom paintings and memorabilia honoring the original Strap Tank motorcycle. Strap Tank Brewery’s logo and interior design honor classic motorcycles, providing diners and drinkers with a unique experience.
“I can’t think of any other restaurants in Utah that are built like this,” says Brewmaster Derik DeBoard, surrounded by circus decor in Strap Tank’s Lehi location. “It is a very special experience walking in here.”
“I can’t think of any other restaurants in Utah that are built like this.”
Strap Tank was Utah County’s first brewery, opening in Springville in 2016 and quickly expanding to Lehi in 2019. Now, the owners are working on bringing more beer to Southern Utah, with a St. George location in the works. While the details are still hazy, one thing is certain—it will be decorated with the signature, eclectic style and motorcycle homage of its Utah County siblings. “It’s tough to describe the branding; it’s just very unique,” DeBoard says. “Everything fits and flows together really well. Everything revolves around these classic motorcycles.”
Both the Springville and Lehi locations were new buildings, planned and designed by owner Rick Salisbury. The original Springville location was built to mimic a Harley-Davidson factory and features a replica of Salisbury’s Strap Tank Harley-Davidson from 1907, one of three in the world, located at the Legends Motorcycle Museum next door. The Lehi location resembles a gas station from the exterior, while featuring circus decor on the inside—including a rhinoceros statue covered in actual rhino skin—all Salisbury’s own finds. “Dad considers himself a picker as a hobby and always has his eye open for anything that could be used in a certain space or room,” says Chris Salisbury, son of owner Rick. “The main intention was to create something fun and unique for guests to look at while they eat great food.”
“The main intention was to create something fun and unique for guests to look at while they eat great food.”
In addition to the unique decor and food options, Strap Tank features a large variety of draft beer styles and high-point bottles from Brewmaster DeBoard. He joined the Strap Tank brewing team in 2019, after working his way up from a packaging line operator at Uinta Brewing and then brewing at Squatters/Wasatch Brewery. His first solo beer, Orange Hopsicle, is Strap Tank’s fastest-selling beer ever, despite the COVID-19 restrictions of the time. He also earned the brewery its first medals at the North American Brewers Association International Beer and Cider Awards.
Part of DeBoard’s contribution to making the brewpub a larger success and selling more beer was collaborating with a friend and fellow brewer, Ross Metzger from Bewilder Brewing, to redo Strap Tank’s bottle labels in 2021. The new label features metallics and honors classic motorcycles through its updated color scheme which is inspired by and features a variety of classic car colors depending on the beer. “As terrible as it is, sex sells,” DeBoard says. “If something looks better, it sells better. The quality of the beer that’s inside is also outstanding, but if it looks cool, it’s going to taste good too.”
“If something looks better, it sells better. The quality of the beer that’s inside is also outstanding, but if it looks cool, it’s going to taste good too.”
Guests can enjoy one of Strap Tank’s seasonal brews, like a Hatch Green Chile beer featuring Harmons Grocery roasted chiles, while enjoying a menagerie of custom decorations, including a plush bear riding a motorcycle on a tightrope above your table or the flashing neon lights of a former circus platform. “The Strap Tank brand combines vintage pieces with rugged industrial structures to create something that’s authentic,” Chris Salisbury says. “It’s not mass-produced. It’s not franchised. I think this resonates with guests for this reason—add the great food and drinks and they want to come back.”
Visit Strap Tank’s Lehi location to celebrate Oktoberfest with a German pilsner or Hefeweizen and check out DeBoard’s signature mohawk.
Read about more local breweries:
Hopkin’s Brewing Company: Good Things Come in Small Batches
Solstice Malt is Keeping Old-World Techniques Alive