Events That Build Your Presence and Bank Account

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

GENERAL EVENT PLANNING

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!