Crafting Community, Creativity—and a Seamless Service Experience with GoTab

Walk into either of Sketchbook Brewing Company’s two Chicagoland locations (Evanston or Skokie) and you’ll sense it immediately: this is more than a taproom. It’s a community sketchpad where craft, conversation, and culture intersect.

Founded in 2014 by longtime friends and homebrewers Shawn Decker and Cesar Marron, Sketchbook began humbly, selling growlers out of an alley. Marron had just won the 2013 Samuel Adams Longshot American Homebrew Contest, and Decker brought decades of experience in music and design. 

Together, with their partners, they opened a taproom in 2016 and never looked back.

“Our goal wasn’t just to serve beer,” Marron shared. “We wanted to create a third space for people. A place where you could hang out, sketch ideas, feel inspired. Whether you were here for the Wi-Fi or a West Coast IPA, you’d feel welcome.”

The name Sketchbook speaks volumes. It reflects not only the artistry behind each brew—from their beloved Orange Door IPA to the tart, clean lines of a grätzer—but also the collaborative, open-ended nature of their team culture.

When Cesar Marron first started homebrewing, he wasn’t thinking about expansion, QR codes or POS integrations. He was thinking about flavor, community and how to build something that mattered. Ten years later, Marron finds himself at the helm of one of Chicagoland’s most respected craft breweries—and in the middle of a digital transformation powered by GoTab. 

Origins: A Sketchbook in the Making

When Sketchbook launched, it quickly grew a cult following.

“Some of the same people who joined our membership back in 2015 still renew every year,” Marron said. “They call themselves our ambassadors. They go out, tell people about us, and even report back when they don’t see our beer at a spot. That loyalty means a lot.”

In 2016, Sketchbook opened a taproom in Evanston. By 2020, Marron and Decker were scouting for a second location to meet growing demand. They landed in Skokie, a 14,000-square-foot facility that now houses both production and a spacious taproom. 

The decision to expand during the pandemic wasn’t made lightly.

“It was a leap of faith,” Marron said. “But the Village of Skokie welcomed us with open arms, and our community showed up for us. They kept ordering, kept showing up. That carried us through.”

A Turn to Technology: Implementing GoTab

Marron says the move to GoTab was similarly about preparing for long-term sustainability. Prior to GoTab, Sketchbook used a POS system that required credit card holds and offered limited flexibility. During peak times—like their annual Oktoberfest, where they used to hold 300 cards at once—the friction was high.

“It became clear we needed a better way to serve our customers without bogging down staff,” Marron said. “And we wanted people to have more options—to order on their own time, not stand in lines, to really enjoy the space.”

With GoTab, Sketchbook implemented QR code ordering in the Skokie taproom. While Marron admits the adoption curve is real, he sees signs of progress.

“Right now, QR is about 5 to 6 percent of our sales,” he said. “People are still getting used to it. Some customers don’t notice the QR on the table if they put their food down on top of it. But I know that with more signage and a little training, it’ll grow.”

Operational Flexibility and Staff Empowerment

The biggest advantage, according to Marron, has been flexibility. Staff can use handhelds to float throughout the space, responding where needed. And GoTab’s seamless credit card processing has eliminated the need for holding cards behind the bar.

“We’re a taproom, not a full-service restaurant,” Marron said. “Our staff wants to be behind the bar, talking to regulars, not running around with dessert menus. GoTab lets us maintain that culture but still offer modern convenience.”

Strengthening Membership Integration

Sketchbook has also been working closely with GoTab on integrating its longtime membership program—a crucial revenue stream. 

With a large number of active members, Marron said they’re aiming to have the new system in place before June 1, 2025, their next renewal cycle.

“Right now, our members either pay $89 or $155 for six- or 12-month access,” Marron said. “Some don’t even redeem the beer. They just want to support us. But we owe it to them to make that experience seamless. That’s where GoTab can really shine.”

Technology With Heart: A Vision for the Future

Marron’s background in marketing systems has made him no stranger to tech rollouts—and he’s the first to admit they’re not always easy. But that experience also gave him a keen eye for tools that actually work.

“I’ve seen what happens when technology gets in the way instead of helping,” Marron said. “So we were intentional about finding a system that enhances what we already do well, not complicates it.”

That flexibility has allowed Sketchbook to stay true to its identity while evolving alongside guest expectations. For Marron, that balance is everything.

“We always wanted Sketchbook to be a third space,” he said. “Not work, not home—but a place where people come to enjoy creativity, to feel part of something. We host music nights, we partner with food trucks, we connect with our community. That’s what this is about.”

A Name That Speaks Volumes

Asked about the name, Marron smiles.

“It came from the idea that we’re always sketching something,” he said. “Every beer recipe, every event, every taproom vibe—it’s all part of a living, breathing sketchbook.”

Marron added that GoTab helps extend that vision by simplifying operations and enhancing the guest experience:

“It’s one more way we’re trying to make this space flow better—for both staff and guests.”

Sketchbook Brewing Company continues to expand its distribution, experiment with new beer styles, and nurture a loyal local following. With GoTab supporting their digital backend, Marron and his team are free to keep sketching the future of community-first craft beer.

"We’re not trying to be everything to everyone," Marron said. "But if we can be something special to the people who come through our doors, we’re doing our job right."

Key Takeaways

Venue: Sketchbook Brewing Company, Evanston & Skokie, Ill.

Opened: November 2014 (Evanston), August 2020 (Skokie)

GoTab Tools Used: Handheld POS devices, QR ordering, in-progress membership integration

Results: Reduced staff workload, improved guest ordering flexibility, smoother payment process, early QR adoption growth, and active membership base of 600+

Why It Works: GoTab aligns with Sketchbook’s mission to create a flexible, community-first taproom experience where creativity and convenience thrive together.

Craft Beer in Context: The U.S. craft beer market remains highly localized. Venues that blend quality brewing with inviting hospitality and streamlined service options, such as Sketchbook, are positioned to outperform. Taprooms offering both creativity and modern service tools report higher guest retention and transaction values.

In April 2025, the Brewers Association (BA) – the trade association representing small and independent American craft breweries – released annual production figures for the U.S. craft brewing industry. The report highlighted the new realities of a maturing market in a rapidly evolving environment.

Employment Growth: Employment in the craft brewing sector grew to 197,112 in 2024, a 3.0% increase over the previous year, driven by a shift toward hospitality-focused models such as taprooms and brewpubs.

Retail Value Increase: Craft beer's retail dollar value rose to an estimated $28.9 billion, a 3% increase over the previous year, reflecting pricing adjustments and steady performance in onsite sales.

Market Share Stability: Craft brewers produced 23.1 million barrels of beer in 2024, a 3.9% decrease from 2023. Despite the production decline, craft beer's market share by volume remained steady at 13.3%.