Beer is a social beverage. That’s why event programming is so vital for craft breweries. Whether it’s trivia night on Tuesday or your own Oktoberfest celebration, events can get people in the door. More importantly, events enhance the customer relationship with your brand by adding an experiential element. Successful events can even take on a life of their own, becoming a major extension of your brand. But throwing events and parties is a lot of work. Planning, preparing, marketing, and executing an event is a major commitment that not everyone has the experience or bandwidth to take on. From live music, benefit nights, game nights, yoga, lectures or movies, to full blown beer festivals, you can’t do it all. Or can you? This seminar will break it down to the basics and equip you with the knowledge to plan events of all sizes.

Learning Objectives:

• Identify event concepts that can enrich your brewery culture while giving back to your community and ultimately boosting sales Build a basic brewery event schedule, as well as the planning cycle for a larger event Understand the staffing requirements for events and when volunteers are or are not appropriate Establish safety and sustainability standards for events Discover the tools, roles, and responsibilities needed to throw your own beer festival or other large-scale event