be your goal to “wow” that audience and demonstrate why your
space is worthy of their special occasion or night out. Events give
you a captive audience at your disposal. The ball is in your court
What are the benefits of holding events?
“We find that hosting events in our taproom is integral to its success,”
said Mike Walker, the lead for on-site business development
of Lakefront Brewery in Milwaukee, Wis. “Craft beer fans are looking
for more than just beer; they’re looking for an experience,
something to entertain them beyond the beer. With the number
of breweries opening up these days, taproom attendance is much
more competitive than it was five years ago.”
Events help your company stand out in a crowded market.
There are two basic types of events you can host – private and
public. Private events are events that require you to restrict access
to your taproom in some way outside of those invited. Public
events are events that anyone can attend. Both have their benefits.
Why should you host private events? First, your establishment is an
event space, not just an operation that produces alcohol. Second,
how many times have you hypothetically complained about how
slow your Tuesday nights are? Your local rotary club is looking for
a place to host their holiday party and as chance has it, would love
to hold it on that odd Tuesday in December. Should you turn down
their offer in favour of allowing a handful of regulars to visit? Here
are options to weigh when considering hosting a private event.
Should you stray from routine?
If your taproom is a local watering hole with a captive audience of
regulars, you will want to consider whether the financial gain from
hosting a private event outweighs the possibility of upsetting your
regular guests. It is much easier to host a private event on off days,
as opposed to shutting down the brewery on Saturday for a wedding.
However, breweries, distilleries and wineries are businesses
and the decision that amounts in the most overall good for the
business is the decision that should be made.
O P E R AT I O N S
40 § POURED CANADA § www.poured.ca