Some great ideas bear fruit almost immediately. About a month ago, the owners of the new (and immediately popular) High Side, led by Jinson Chan, began to promote the first Fairfax Beer Garden. The social-media posts were minimalist—much like the craft-beer pub itself—and the call to action was simple: Show up with friends; drink Virginia beers in a quaint space behind the Chain Bridge Road hotspot; go home giddy.

It worked brilliantly.

From the time the Beer Garden opened on Sunday, June 24, a line snaked around the corner. The place was packed, the reviews were intensely positive. The vibe inside was a celebration—of beer, naturally, but also of the eclectic business community that has begun to thrive in Fairfax City.

“Jinson and his partners had a brilliant idea, and they pulled it off without a hitch—mostly through social media,” says Christopher Bruno, the City’s economic development director. “What was really cool to see is how many other small businesses in Fairfax City, including Mobius Records, promoted the event to their abundant social-media followers. It turned out to be a smash hit, and it’s the first of many times they’ll do something smart like this. They probably picked up new customers for life.”