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Learn how events like Louisville Brewfest can enhance visibility and revenue, with insights on organizing, marketing, sponsorship, and more. Explore the basics, budgeting, education, community engagement, and wrap-up strategies to ensure successful events.
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Overview • Events As Part of Your Overall Plan • Louisville Brewfest • Event Planning In General
Events As Part Of Your Plan • Not Basis For Budget (ours is membership), but: • Can Add To Bank Account • Can Add To Visibility • Allow for a “concentrated” PR push
LIBA’s structure • Historically, two major events: • Louisville Brewfest (close to Independence Week) • Holiday Passport (will be Shift Your Shopping) • Added a third event in 2012, given to us: • Buy Local First Fair • Allows for PR pushes around events • Not much advertising until event time, but market saturated then • Announce major items (awards, statistics, news)
How To Get Started • Think small but with mind for growth • Consider your strengths • Board members • Other members • Unique
Louisville Brewfest • For our city, unique • Ideas from other cities’ beer festivals • Louisville had events with local brewers but none that focused on the “locally brewed” aspect • Buy Local and Craft Beer are hot!
Beginnings • Researched other beer festivals • Local brewer member willing to help • Beer is a magical thing! • Hoped for 500, ended up with 1400 in 2009 • Grew fast, 4,000+ in 2011 • Have since outgrown 2 spaces
Our Brewfest Basics • Admission is free, beer drinkers purchase a $2 mug • Purchase tickets for $1 each (cash or credit): • 3 tickets – full pour of beer or glass of wine • 1 ticket – sample size • 3-8 tickets – food items • Beer: LIBA purchases all kegs, keeps all beer profits • Food and Wine: LIBA counts tickets and reimburses vendors at 50%
Our Brewfest Basics • Beer! – local breweries, untapped kegs returnable • Wine – each year have increased • Food – local vendors, now more emphasis local food • Silent Auction – only one we do all year • Merchandise – none first year, increased since • Bands – all local, donated time, bands kept merch $ • Sponsorship (and Other Vendors) • Education
CYA • Proper licensing • Everyone ID’d/wristbands • LIBA’s Liability Insurance • Require Proof of Insurance from Brewers/Wineries • Hired Security • Partnered with City Scoot to offer free rides home • Hiring EMS to be on site
Merchandise • Also sold breweries’ merch, kept 10% • Brewfest and keep Louisville weird T-shirts • Special ticket packages included membership & pint glass • Growler Coozies
EDUCATION • Declaration of Independence • Wristbands promoted “Show Your Indie Streak And Win” • PowerPoint of Buy Local factoids and sponsors • Table tents and Buy Local Guides on tables • Signage (need more/better – both education and logistics)
Community • Marketing/PR • Media sponsorships • Social media • PR help • Posters distributed to all retail members with directory • Volunteers • LIBA volunteers • Network with homebrewers • So essential!
Budget Numbers • Income • Net profit: $20k+ • Expenses
Basics • Ideally, dedicated event person plus committee • Process • The Big Idea • Recruit committee • Set budget • Decide on date/venue • Make a timeline with who is responsible and stick to it
Master Spreadsheet • My Personal Essential Document • Timeline and due dates • Budget • Packing list • Event Day detailed timeline • Committee & important contacts info • Sponsor info • Volunteer Shifts • Notes for next year • Other • Constantly added to/evolving
Setting It Up • Research dates – what other events will be competing? • Research similar events, both in your area and in other cities • Budgeting • Know your breakeven point • Set goals for sponsorship, attendance, etc.
Sponsorships • Must be a win-win • Easy to ask when you are confident of value • Look at other sponsor packages – use what you like • Think about companies that would really gain • Promoting “local-ness” is more important to businesses • Find connections to the sponsors you want to reach • Ideally, sponsors asked 6-12 months prior to event • Media and Trade Sponsors important but so is cash • Keep sponsors involved throughout
Education • How will this event further your mission?
Committees & Volunteers • Buck has to stop somewhere – who is ultimately responsible? • Key committee members/volunteers – people who have an interest, and you have confidence in • Backup plans • Day of volunteers
Marketing & PR • Can do on your own, but so nice to have a pro to recognize all opportunities • Press releases • Photo opps • Event listings • Media sponsorships
Wrap Up & Next Year • Very important!! • Plan for wrapping up in your timeline • Thank you letters • Pictures and stats to sponsors • Document event for next year • Dedicated photographer • Know what stats you want to track • Very useful for the next event!
Questions and Discussion • THANK YOU!