BMTC20: Beer Tourism: Brewery Tours That Work for Your Customers and You

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.

Transcript

1. Click to edit Master title style BREWERY TOURS THAT WORK FOR YOUR CUSTOMER AND YOU
2. Click to edit Master title style SHELLY CLAFLIN- Tour Manager
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5. Click to edit Master title style DOWNTOWN KALAMAZOO since 1985
6. Click to edit Master title style BELL’S COMSTOCK BREWERY since 2003
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8. Click to edit Master title style BELL’S BREWERY • OWNED BY FOUNDER LARRY BELL • FAMILY-OWNED & INDEPENDENT • 7th LARGEST CRAFT BREWERY
9. • KNOWING YOUR AUDIENCE • CRAFTING YOUR STORY • BUILDING UNIQUE EXPERIENCES THAT FOCUS ON YOUR BRANDS TODAY’S TAKEAWAYS
10. Click to edit Master title style • PEOPLE LOVE TO SEE HOW THINGS ARE MADE • PEOPLE LIKE TO SUPPORT LOCAL • PEOPLE SEEK TO CONNECT TO THE PLACES THEY TRAVEL KNOWING YOUR AUDIENCE
11. BELL’S SURVEY PROGRAM • ONLY 4 OR 5 QUESTIONS • PRINTED IN SMALL BATCHES • INCENTIVIZE! • 26% RETURN RATE SINCE 2016= 12,000 SURVEYS!
12. FORGING OUR PATH MISSION: To deliver quality-driven, best-in-class experiences which spark meaningful connections and ignite conversations that inspire more people to visit Bell’s. ü EXCEPTIONAL STORYTELLING ü STELLAR HOSPITALITY ü COMPLETE EXPERIENCES
13. Click to edit Master title style ENHANCEMENTS TO OUR TOUR SPACES
14. Click to edit Master title style STELLAR HOSPITALITY FROM THE MOMENT THEY CONSIDER TAKING A TOUR ü Website/Online Reservations ü Clear directional signage ü Safety instructions WELCOMING THEM IN- “WE’RE HAVING COMPANY” ü Coats? ü Warnings- Hot Vessels (Safety) ü Make yourself at home- Restrooms/Drinking Fountain ü Comfortable seating ü Everyone’s here! Can I get you a sample?
15. COMPLETE EXPERIENCE DID THEY GET EVERYTHING THEY CAME FOR? • Bell’s Outpost • Peek-Behind-The-Curtain Tour
16. Click to edit Master title style CRAFTING YOUR STORY • DEEP DIVE INTO BREWING- ASK QUESTIONS • EXPLORE INGREDIENTS AND YOUR BRANDS • BREW A BEER!
17. Click to edit Master title style • Throughout history, storytelling has been known for connecting people! WHY STORYTELLING WORKS HOT TIP: When building your story, interview your owner to set the record straight! Check Facts vs. Fiction. Document & take photos!
18. “THE HUMAN ELEMENT IS KEY TO A GREAT BEER STORY” -Ben Keene
19. Click to edit Master title style HOW MUCH IS A BARREL?
20. Click to edit Master title style BACKPOCKET MICROSTORIES 1988 THE STORY BEHIND THE LABEL
21. • RECRUITMENT • Internal Candidates • Teachers • Theatre Students • Public History Majors • Students of Brewing • Previous Tour Guide WHO IS GOING TO TELL YOUR STORY?
22. HOW DO WE TRAIN THEM?
23. Click to edit Master title style BUILDING UNIQUE EXPERIENCES FOCUSED ON YOUR BRANDS Short (15-20 min) experiences • Start by telling your story! • Highlight a process • Add a sensory component
24. Click to edit Master title style THE ULTIMATE HOPSLAM FAN TOUR
25. Click to edit Master title style SHOW US YOUR HOPSLAM LOVE!
26. THANK YOU! www.bellsbeer.com/tours