Community Conversations: Ferndale Project
FERNDALE PROJECT IN FERNDALE!
Welcome to Community Conversations: Ferndale Project! Jim Shaffer sits down to talk with Bartscht, owner of Ferndale Project in Ferndale!
The Ferndale Project, described as “a space for provisionaries,” grew out of the success of Eastern Market Brewing Co. in Detroit, which opened in 2017 and quickly gained a loyal following. Founded by Dayne Bartscht, the brewery’s rapid growth soon pushed brewing capacity to its limits, creating the need for expansion and inspiring what would become the Ferndale Project.
As shared with Jim Shaffer & Associates, Dayne explained that their business model is heavily focused on direct-to-consumer sales, making the taproom experience essential. Having control over quality—from sourcing ingredients to serving customers—has always been a priority, and the taproom environment allows the team to deliver that consistency.
When deciding where to expand, the team wanted to stay close to their original Detroit roots while embedding themselves in a walkable, community-oriented neighborhood. Around that same time, Axel Brewing announced its closure. Dayne reached out to Axel’s owner and CEO, Dan, to offer condolences. Dan’s response—“You have to buy us!”—sparked conversations that ultimately led to Ferndale Project moving into the space.
The transition happened quickly. In under a year, Ferndale Project was fully operational in its new home, becoming part of the growing business scene in Ferndale, Michigan. Shortly after opening, however, the COVID-19 pandemic forced a temporary shutdown, presenting a new set of challenges for the young operation.
Rather than slowing momentum, Dayne used the shutdown as an opportunity to inspire creativity and resilience within his team. During this period, he launched an initiative called “10 businesses in 10 days.” Many of the ideas came directly from staff brainstorming sessions held during nightly “family meals,” where team members gathered—safely distanced—to share ideas and discuss current events. Months later, nine of those ten concepts were still operating successfully, a testament to the team’s innovation.
While many entrepreneurs struggled to pivot during the pandemic, Dayne believes the timing ultimately worked in their favor. Unlike the original Eastern Market Brewing Co. location, the Ferndale Project includes a kitchen, allowing the business to expand into offerings like pizza, frozen pasties, and baked goods. This flexibility helped them reach a wider audience and reinforced their role as a neighborhood hub featured in our Community Conversations blog.
Today, delivery and contactless curbside service remain a major focus. Beer, food, and grocery staples are available through wingit.delivery and ferndaleproject.com, making it easier than ever for residents to support local businesses. Dayne credits much of this success to being part of a close-knit community, noting that Ferndale residents are passionate, supportive, and often walk or bike over to visit.
Stories like the Ferndale Project are why our real estate team is proud to highlight local entrepreneurs and community partners. Supporting neighborhood growth and sharing these stories is a core part of what we do, alongside the work of our local agents and community advocates who live and work throughout the area.
To explore more stories about businesses shaping our neighborhoods, visit our local community blog and discover what makes places like Ferndale such special places to live.