O P E R AT I O N S
(sometimes) with just drinking and it’s through well thought out
events that you can continue to stay fresh, keep your current fans
coming and attract new guests. Here are questions that must be
answered when planning a public event.
Will you be organizing all aspects of the event or will the event be
run by an outside company? Many tasting rooms host live music.
However, there could be value in working with an established local
promotor who could not only attract higher quality talent, but
could also have a built-in audience that frequents their shows. The
answer may be to work alongside a local expert to produce a quality
event. Consider the scope of each event and make the decision
that works best for your team and location.
Are you being inclusive?
Will your event appeal to a narrow demographic or to the masses?
This decision should be made cautiously. A uniquely niche event,
such as a Dungeons and Dragons tournament, should be tested on
a slower day rather than the marquee event of the season. On the
other hand, a generic fall festival with generic XYZ vendors may
appeal to a larger audience and provide a neutral experience to any
unassuming guest who happens upon your establishment that day.
When you first launched your business, you mapped out your
target demographic. Perhaps this has evolved over time. In the current
state of the industry, it should be your goal not to limit your
audience, but to build relationships around community, conversation
and craft beverages while maintaining your integrity.
Is there a cover charge?
This is a touchy subject. A private event is an event where only
invited guests can attend. An event with a cover charge or required
ticket (i.e. a concert) is open to anyone willing to pay the entry fee.
Having to pay to get in could be a deterrent to many. However, if
a fee is charged, it should be your goal to provide your guests an
extra value of experience that exceeds the cost. Create a distinct
experience worth the money!
WINTER 2020 § POURED CANADA § 43