Don’t host an event just to host
an event. Host an event that is
well planned with a purpose.
teria to run an event successfully, pass on the event and brainstorm
if and how you can prepare for such events in the future.
Events are an added revenue source for your tasting room.
When you charge a fee to the renting party, this is guaranteed revenue.
Depending on your arrangement, this may be only for the
space or may also include a set amount of alcohol. If you plan to
grow your location as an event space, have a dedicated staff member
be the face and contact for all event planning. This will streamline
your event planning operation internally and make communication
with those looking to hold events much easier. The behind
the scenes work is part of the event experience. You can please the
attendees, but if the one paying for the private event isn’t satisfied,
don’t expect them to return.
The million-dollar question: Do breweries, distilleries and
wineries that host private events see more new customers? The
answer is yes. Targeted events help reach specific demographics
that not only appeal to a portion of your current fan base, but also
to a new sect of potential guests interested in the events you are
hosting. Blow your first-time guests’ minds. Give them a reason to
come back for more unique experiences.
Lakefront Brewery hosts a monthly Drag Queen Bingo that
continues to draw strong crowds. The brewery works with drag
queen Ester Flonaze, who turns the place into a party. Walker said,
“The party aspect is what brings people back, they laugh, cheer and
have a genuine good time with us. While the people who attend
may have been by us before, we have found a way to bring them
back when they otherwise weren’t planning to.” This has been one
of their many formulas for event success.
Find what works best for your establishment through
research, trial and error, talking with your guests and from daring
to be different. The true benefit of a special event is transforming a
regular day at the tasting room into a new memory for your guests
and into a boost to your bottom line. Be more than a brewery, distillery
O P E R AT I O N S
9720 68 Street SE, Calgary, AB T2C 4Z8
• Brewhouse Canadian engineered CSA approved
• Kegs Micromatic / Stackable / Customizable
• Keg filler / washers Canadian engineered
• Tanks Fermenters / Bright tanks / Custom tanks
• Yeast Kegs
• Hop Rockets
• Plant consulting, design and construction
Moving Canadian Craft Forward Since 1997
WINTER 2020 § POURED CANADA § 45