Along with having a tap room and holding events, brewery tours are pretty much a staple of beer tourism for breweries. Shelly Claflin, Tour Manager at Bell’s Brewery in Kalamazoo, Michigan, will talk about building a tour program that reflects a brewery’s culture and history. She will cover operational details including online reservation systems, staff recruitment and training, tour content, and soliciting attendee feedback. We’ll hear about designing specialty tours that go beyond the standard facility tour, such as tours highlighting specific brand releases or featuring sensory experiences with ingredients. This talk will be useful for breweries of any size that have or are considering offering tours.