BMTC20: Events: The Evolution of Beer Events

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.

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Zephyr Conferences

February 05, 2020
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Transcript

  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…