Prior to organizing the festival, Larrance had visited a variety of beer festivals around the United States. Knowing what a big beer party was like, he hoped to create something similar but with a distinct emphasis on the enjoyment and exposure of microbrews rather the competition for the best beer.

　　With this goal in mind, Larrance set out to form the Oregon Brewers Association along with Nancy Ponzi of BridgePort Brewing Company and Kurt Widmer of Widmer Brothers Brewing Company. Together, the Big Three developed what would become the first non-judging beer event in the nation for microbrews. The fact that the event was organized by fellow brewers, as opposed to outside promoters, added to its credibility and increased the desire of microbrewers to participate.

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