Siegfried Able is the owner of the first new major beer tent at Munich’s Oktoberfest in 25 years. He has marketed himself well, but he isn’t particularly popular with his peers.
To make up for this, Mr. Able is taking a modest approach, choosing understatement over excess. But perhaps there’s a little too much modesty going on here. At the construction site of his new Marstall tent, Mr. Able has to shout to make himself heard over the din of circular saws, drills and hammers. “There are restaurateurs throughout the country who do such a great job every day.”
It’s already clear that Mr. Able himself is one of them – a member of the elite, finally. He is proud of himself, and it shows. After 30 years in the food service industry, he has arrived. The 50-year-old is now an owner of one of the 14 biggest tents at the Oktoberfest fairgrounds, known in Germany as the Wiesn. But as the new kid on the block, he is having trouble gaining acceptance among fellow tent owners.