An economic crisis and a public health nightmare is a recipe for disaster. Statistically, it should be tough to endure such a time, and it has been for many small business owners across the country.
Yet some survive, even thrive.
Anna Luisi-Ellis has spent years building her presence in her small community of Seneca Falls, NY. Her work has paid off, earning praises for her time with her choral students, as well as serving local craft beers, coffee, kombucha, and much more at Fall Street Brewing, right in downtown Seneca Falls.
A Teacher’s Story
Since 2011, Luisi-Ellis has taught choral music for middle and high school students in the Seneca Falls Central School District. Since then, she has also opened and operated Fall Street Brewing with her husband, Brad Luisi-Ellis.
Originally from Watertown, NY, Luisi-Ellis student taught under the former choral teacher in Seneca Falls before earning that position a few years later. The pandemic has changed much of the norm she built for herself in that span of time.
“My biggest fear was that someone would be COVID positive and we’d all have to go remote learning by September.”
While being in person five days a week might seem dangerous, she finds it “surprising” that they have managed to last as long in person, as “it says a lot about the precautions that have been put into place… and the teachers and students following safety guidelines… It’s working,” says Luisi-Ellis.
Just a few months after her business’s grand opening in January 2020, the Luisi-Ellis’s were forced to adapt to the changing times.
“I worked from home starting March 17th…I really tried to embrace the new schedule.”
That schedule being filled with zoom meetings, Google Classroom assignments, walks around her neighborhood, and “being able to sleep.”
With her summer ending, going back to school this year was a challenge for her, as she was uncertain about COVID-19 and the safety of her students.
“My students are just happy to be in school and singing. We meet in the auditorium 12 feet apart in order to sing together. It is not by any means the same, but I know they are grateful for some normalcy that my class provides.”
A New Beginning
When she started Finger Lakes Kombucha Co. with her husband, their sights eventually turned to owning an operating a brewery. After a few years, they created the Fall Street Brewing Co.
This timeline shows a glimpse into their store, until COVID-19 guidelines hit in March 2020.
“I fell into a funk in May,” says Luisi-Ellis.
The 2019–2020 school year wasn’t possible to return to, so she spent much of her time at Fall Street Brewing, which made her feel “useful…like it gave me a purpose.”
While she spent time away from her in-person teaching, she thought of ways to keep former and current students engaged with their community.
“We currently employ five people, two of which are former students of mine. We had three more of my students help us at farmers markets in the summer, and everyone but myself and one other employee graduated from Seneca Falls,” says Luisi-Ellis.
Due to the pandemic, she found more time on her hands to better suit the needs of her personal environment, and spent much of her time relaxing and putting her mind at ease. Not only that, but she is giving opportunities to those who have lost them due to COVID.
Opportunity Lost
Jordan Rector is a former student of Luisi-Ellis, who graduated from Seneca Falls in 2016. After recently graduating from Cazenovia College in 2020 with a Bachelor’s Degree in Fine Arts/Photography, her plans post graduation aren’t “suitable” during a pandemic such as this.
“I was going to move to New York City, which won’t be able to happen for a little bit.”
In the meantime, she started her own photography and film business, Jay Evelyn Studios. By staying in Seneca Falls, Rector has gained many clients for herself by doing company promotions, family portraits, and the filming of dance groups across the Finger Lakes region. All while working at Fall Street Brewing.
“She [Luisi-Ellis] has been a role model for me. As someone involved with many projects and jobs, I see how infectious her energy is. She’s even recommended me to some of her friends.”
Having lost the opportunity to present her capstone project “Breathe”, as she was sent home in the spring 2020 semester, Rector was put in a bind. Along with losing her opportunity to move to NYC, Luisi-Ellis stepped in to remind Rector that Seneca Falls is worth living in.
Noticing the impact that Fall Street is imprinting on Seneca Falls, Rector believes “Fall Street is becoming a special place for the community…they are becoming the heart of Seneca Falls.”
While Fall Street Brewing may be new to town, the impact it’s already left on the community is what keeps people like Rector motivated to stay there, even if it’s only for a little while longer.
The community has seen the work Luisi-Ellis and her crew have done to make Fall Street Brewing what it is. Luisi-Ellis describes her customers as “loyal” and “consistent.”
“The time I’ve been able to spend for the business has been positive for me,” says Luisi-Ellis. “I really do think I am a much greater part of it now than I was a year ago… my life is feeling pretty balanced with work and relaxation.”
What Status-Quo?
The stressors of owning a small business are not foreign to Luisi-Ellis. Building a brand and operating her brewery during COVID has challenged her, like any other business owner.
This graph shows trends based on small business closures around the country, which include similar sized businesses to that of Fall Street Brewing.
There are a steep amount of permanent closures right from the start, with temporary closures being consistently outnumbered.
The following is a graph detailing economic and financial risk regarding different sectors of our society.
As seen on the graph by McKinsey & Company, we can place Luisi-Ellis into three sectors of COVID risk. The letters A, C, and E all describe areas in which Luisi-Ellis resides. All three are some of the most affected by COVID-19 and are above average for financial risk.
By all accounts shown on this graph, Fall Street Brewing should’ve had the toughest time surviving COVID-19. Yet Luisi-Ellis managed to fight fatigue, offer opportunities to those in need, provide a service for her community, and continue to teach music to her students.
Branching Out
Her new normal may not be what she expected, but the people around her are certainly what she is used to. To navigate a global pandemic while teaching, and owning a small business has shown Luisi-Ellis perspective and the confidence to achieve her goals.
“At times like these, it’s what I have to look forward to,” says Rector, who praises the work environment and people that she’s surrounded herself with at Fall Street Brewing.
“It keeps me going…the people, the energy, and the bosses Brad and Anna.”
Balance was a key returning topic when discussing Luisi-Ellis’s work life. She described a priority shift, and being grateful for her health and that of her family.
For her future, Luisi-Ellis says she still plans on spending time at Fall Street Brewing, even if she is starting to think she’s spending a little too much time there.
“I didn’t take a day off from Labor Day through Indigenous People’s Day, but since we hired one more person it really has been better for me.”
Fall Street Brewing has seen many of their goals achieved during the pandemic. Craft beers, new kombucha flavors, and the beginning of a rather large food menu were always planned. Due to COVID-19, these plans were rushed out the door to accommodate the changing environment.
While Fall Street Brewing has seen many updates and progress as a business, Luisi-Ellis’s teaching has been disrupted due to COVID-19 safety precautions.
School plays and musicals. Concerts and festivals. Assembly’s and sporting events. Opportunities that were taken away from those who have little to look forward to.
Providing these opportunities is not new for Luisi-Ellis, and she’s doing more for others than what many can do for themselves right now. Facing a community paralyzed by COVID-19, she’s using music to motivate her students. She is helping others prepare for a better tomorrow.
