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Events That Build Your Presence and Bank Account

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

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Events That Build Your Presence and Bank Account

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  1. Events That Build Your Presence and Bank Account

  2. Overview • Events As Part of Your Overall Plan • Louisville Brewfest • Event Planning In General

  3. 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

  4. 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)

  5. How To Get Started • Think small but with mind for growth • Consider your strengths • Board members • Other members • Unique

  6. 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!

  7. 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

  8. 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%

  9. 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

  10. 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

  11. Merchandise • Also sold breweries’ merch, kept 10% • Brewfest and keep Louisville weird T-shirts • Special ticket packages included membership & pint glass • Growler Coozies

  12. 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)

  13. 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!

  14. Budget Numbers • Income • Net profit: $20k+ • Expenses

  15. GENERAL EVENT PLANNING

  16. 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

  17. 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

  18. 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.

  19. 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

  20. Education • How will this event further your mission?

  21. 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

  22. 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

  23. 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!

  24. Questions and Discussion • THANK YOU!

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