Presentation on theme: "Events That Build Your Presence and Bank Account."— Presentation transcript:
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!