McMenamins is a chain of pubs located in the Pacific Northwest. Brothers Michael and Brian have knack for buying properties no one wants, restoring them, and turning them into “historical theme parks”. Restoration involves historians finding stories about prior residents and artisans painting murals of the found ‘characters’. The 50 locations will often cross-promote each other through brochures and beer coasters.
I just love the use of story in their customer’s experience.[source: For Fun & (Minimal Profit); Forbes – 8/15/05]