BMTC20: Events: The Evolution of Beer Events

With so many beer festivals and events these days, it is tough to set yourself apart. Whether you’re hosting a weekly trivia night, a new beer release party, or a large festival, it is stressful to plan, execute, and drive attendance. Good marketing helps, but that is only a part of everything you need to consider. In this session, we will focus on three aspects of events that are crucial to engaging your guests:
- Quality: Many bad events started with a great idea. We’ll discuss how to plan and deliver exceptional occasions your guests will enjoy and will return the next time the gates open.
- Education: The pursuit of great beer is a never-ending education. Help your guests along the path to beer enlightenment with ideas for fun educational activities like tastings, beer schools, and demonstrations.
- Excitement: You’re not just throwing a party, you’re telling a story. We’ll talk about sharing your brand at the event in a way that excites your guest. Afterward, they’ll be telling your story too.

1. The Evolution of Beer Events Focusing on Quality, Education, and Excitement to Deliver Outstanding Events
2. Presenters Kristen Muraro Sales & Marketing Director Ska Brewing Company Durango, CO kristen@skabrewing.com skabrewing.com Kendall Joseph Event Operations & Education Director Rhizome Productions Nashville, TN kendall@rhizome.pro rhizomeproductions.com
3. The Evolution of Beer Events: Overview With so many beer festivals and events these days, it’s tough to set yourself apart. It’s stressful to plan, execute, and drive attendance. Good marketing helps, but that’s only a part of everything you need to consider. In this session, we will focus on three aspects of events that are crucial to engaging your guests: • Quality: Many bad events started with a great idea. • Education: The pursuit of great beer is a never-ending education. • Excitement: You’re not just throwing a party, you’re telling a story.
4. Creating a Quality Event • Understand your guests • Build a thorough plan • Be flexible with the plan • Communicate with everyone • Be authentic and true to your brand • Know staffing needs • Provide adequate facilities • Have food options • Invite and manage vendors
5. Help Your Guests Learn • Seminars • Food pairings • Brewing demonstration • Knowledgeable staff and volunteers • Highlight beer styles • Specialty beer tastings • Venue/Location history • Tours And make beer education fun, beer is not boring!
6. Generate Excitement for Your Event • Pre Event ◦ Enlist Sponsor Support ◦ Marketing ◦ Social Media • Post Event ◦ Thank you marketing ◦ Follow up survey ◦ After Party ◦ Volunteer Party • At the Event ◦ Photo Booth ◦ Limited Pours ◦ Rotating Message Sign
7. We welcome your questions.
8. The Evolution of Beer Events: Three Takeaways • Deliver quality in every facet of the guest experience. • Guide your guests in their continual pursuit of craft beer education. • Generate excitement so your guests can share your story too.
9. In conclusion…