Background
Nestled in one of Alamo’s historic buildings, The Landmark on Tower redefines the city’s food and beverage scene with a unique self-serve tapwall experience. Located in the former Crest Fruit Co. building, this family-operated venue blends nostalgia with modern convenience, offering visitors a space to gather, relax, and enjoy a variety of flavors.
The Landmark on Tower features six hand-picked food trucks, a brick-oven pizzeria, and a rotating 24 self-serve beers, wines, and other beverages. Through our innovative iPourIt self-pour format, guests can explore an extensive selection of craft and domestic beers, red and white wines, and hard seltzers. Two taps are dedicated to a local veteran-owned brewery, 5×5 Brewing Co., reinforcing the venue’s commitment to community engagement.
Challenge
Traditional bar service can involve long wait times and a subpar customer experience. Owner Roy Landa wanted to create an environment where guests could enjoy a laid-back, social atmosphere without the hassle of flagging down a bartender or waiting for a drink. He envisioned a concept that encouraged connection. Visitors should spend more time interacting with friends and family rather than standing in line.
With a variety of food trucks on-site, The Landmark on Tower was looking for a beverage service model that complemented the dynamic, fast-paced nature of the venue while providing guests with the freedom to explore different flavors at their own pace.
Introducing a Self-Serve Tap Wall
The Landmark on Tower introduced the Alamo’s first self-serve beer wall to address these challenges. The innovative self-pour experience from iPourIt allows customers to sample different beverages in sample, small or full-size pours, eliminating wait times and creating a personalized approach to enjoying and receiving drinks.
Guests can explore 24 rotating taps featuring craft and domestic beers, wines, and seltzers, all available through an intuitive self-serve tap wall. Visitors can use an RFID-enabled wristband or card to pour their drinks at their convenience, adding to the overall interactive and social experience.
The food selection is equally impressive, featuring a diverse lineup of food trucks that cater to a variety of tastes:
- RGV Crawfish Shack Cajun Seafood – A taste of Louisiana
- Tots With That – Loaded tater tots with crave-worthy toppings
- Waffle Bar TX – Waffle corn dogs and macaroni waffle cones
- Super Tacotote – The best Birria tacos in the Valley
- Rollin Burgers – A Mexican twist on hamburgers and hotdogs
- Tacos del Patron – Handmade tortillas, premium meats, and fresh, locally sourced ingredients
A Thriving Social Hub
The iPourIt self-serve beer wall has transformed The Landmark on Tower into a community gathering place. Guests love the freedom to sample and drink various drinks without waiting for service. The venue’s laid-back ambiance makes it a go-to spot for families, friends, and local food enthusiasts.
Owner Roy Landa describes the self-pour experience:
“The self-pour experience reminded me of hanging out by the keg at a house party and catching up with friends. It’s been fun to share that with our customers. They’re really excited to be able to try different beers and refill their glass without the wait.”
Beyond its innovative self-serve format for drinks, The Landmark on Tower offers a welcoming atmosphere with a large outdoor area featuring a turf lawn, communal tables, yard games like cornhole, and plenty of space for live music and events. The community-focused approach extends even further, as all tips collected from the self-serve system are donated back to local causes, reinforcing the venue’s mission to give back.
Conclusion
By introducing the self-pour experience with self-serve beer, wine, and more, The Landmark on Tower has successfully created a space where guests can enjoy good food, great drinks, and meaningful connections. The combination of Alamo’s first self-pour experience with a thoughtfully curated food truck lineup and a family-friendly environment has made The Landmark on Tower a standout destination in the region.
