In Conjunction With:

Present Our 100%-forCharity Event,

Benefiting:

Deeptoberfest
Group 5
Business Communications 3310.003
Professor: Joe Marchant
Group Members:
Aaisha Memon
Brittney Vargem
Chad Montgomery
Kilian Bennett
Noor Abu Azab
Preston Foley

Contents
Introduction................................................................................................................ 3
Mission....................................................................................................................... 3
The Problem............................................................................................................... 3
Event Summary.......................................................................................................... 4
Event Responsibilities................................................................................................. 4
Marketing................................................................................................................... 4
Festival Flyer.............................................................................................................. 5
Event Budget.............................................................................................................. 6
Revenue Sources & Food Donations...........................................................................8
Charitable Contribution.............................................................................................. 8
Appendix A: Cost Breakdown...................................................................................... 9

Introduction
As employees of Deep Ellum Brewing Company, our group members will
produce an event called Deeptoberfest. This event will be an American-style
Oktoberfest. Leave your lederhosen and gigantic beer steins at home. The
event is a 100%-for-charity event, benefiting the North Texas Food Bank, who
will receive all of our proceeds. The atmosphere will be that of a festival,
where attendees can sample from over 20 different house-made beers, and
enjoy Texas barbecue included from our partner Whole Foods.

Mission
Our mission is the raise awareness of the problem of hunger in North Texas;
perhaps most importantly, we will provide financial assistance to the North
Texas Food Bank. We intend to shine a spotlight on the problem, that exists
right here in our community. We will do this by passing out informational
handouts to attendees and making announcements about hunger statistics
from our music stage.
We intend to make Deeptoberfest an annual-event. The event will provide a
fun way to raise awareness and funds for a local charity; the North Texas
Food Bank impacts a wide geographic range to help feed hungry Texans. The
Deep Ellum community has gone through periods of success, failure, and
now revitalization. The problem of hunger still exists in this community.
The overarching mission of this event is to create a lasting effect towards
hunger relief through education, organization and action.

The Problem
According to the North Texas Food Bank, 439,000 men, women and children
receive assistance from them and their partner agencies each year. Among
these, 95% have permanent housing and 74% have a high school diploma or
higher. These are people you know. They might even be your neighbors.
Theyre people you went to school with, people who attend your church.
These people are no different from any of us, except that they often go
hungry and without food. Perhaps most startling of all is the fact that 68% of
these people report having to make a decision between paying for a meal or
health care.

Fortunately, our local charity, North Texas Food Bank is an extremely efficient
agency. When one donates $1.00, 93 cents goes directly to hunger relief
programs. On a daily basis, they provide almost 175,000 meals to people in
need.

Event Summary
Deeptoberfest will be held at Deep Ellum Brewing Company, on Saturday,
October 25, 2015. The event runs from 4:00-8:00pm. This date was chosen
to put an American spin on Oktoberfest, which is a German beer celebration
in late September. We expect approximately 800 attendees. Volunteers from
the food bank, and volunteers from our brewery will work the event.
Admission is $30, or $25 with 5 a donation of 5 canned food items. Attendees
will be given 4-tokens for beer samples from over 20 Deep Ellum Brewing
Company beers.
In addition to the beers, Whole Foods will be onsite to provide a catered
barbecue meal for each person in attendance. Attendees can also enjoy live
music from local bands Shotgun Friday and The Os in our beer garden. Cash
and canned food donations are encouraged during the event. North Texas
Food Bank staff and volunteers will be present to help advocate for their
cause, and to assist in staffing the event.
Additional selling vendors will also be in attendance, offering handcrafted
wares for purchase. These vendors will be donating 25% of their revenues as
a result of sales during the event.

Event Responsibilities
The various members of our team will responsible for event coordination and
execution. We have arranged the list of tasks on a member-by-member basis
as follows:
Team Member
Aaisha Memon
Brittney Vargem
Chad Montgomery
general logistics
Kilian Bennett
process
Noor Abu Azab
Preston Foley
coupons, etc.)

Onsite Tasks
Manage volunteer and beer pourers
Manage NTFB onsite donations
Manage selling vendors, bands and
Manage entry line and event check-in
Manage Whole Foods setup and logistics
Manage event supplies (glasses, sample

Marketing
Deep Ellum Brewing Company has one of the largest social media followings
in all of Texas. We will market this event on our social media accounts
extensively. We will use social media accounts of our partners Whole Foods
and North Texas Food Bank. We will tap into the music community via social
media from our bands, The Os and Shotgun Friday. In addition, all of our
selling vendors in attendance will promote the event through their social
media accounts.
We will also take out print advertisements in local papers The Observer, Blitz,
and Dallas Morning News.
Last but not least, we have designed a festival flyer (pictured below) which
will be posted in local businesses in and around Deep Ellum.

Festival Flyer

Event Budget
Deep Ellum Brewing will incur the following costs as a result of
Deeptoberfest:
Beer
$5,000
Catered BBQ $10,500
Bands
$1,000
Event Staffing $1,500
Off Duty Police
$650
Printed Flyers $150
Print Ads
$1,700

Total Event Costs: $20,500

We are seeking an investment from the Dallas Regional Chamber for 50% of
the cost of our event. As such, we are requesting $10,250 to produce
Deeptoberfest.
Deep Ellum Brewing has committed to donating all of the beer needed for
the event. In addition, Whole Foods has committed to donate all of the food
needed for the event. We have included a letter from Whole Foods about
their donation below:

Revenue Sources & Food Donations

Our primary revenue source will be generated from the admission price to
our event. We anticipate raising funds in the following manner:

$22,500 Ticket sales

$1,500 Day-of-event vendor sales contributions

$1,200 Onsite attendee cash donations
$1,200 Deep Ellum Brewing Company matching onsite donations
Total Cash Raise (estimate): $26,400
2,000 canned food donations

Charitable Contribution
In review, Deep Ellum Brewing Company will donate all of the beer necessary
for this event. Whole Foods will donate all food for the event. As a result, our
cash expenditures will total $5,000. If we receive our requested donation
from the Chamber of $10,250, based upon our revenue estimates, we
believe a total cash donation of $21,400 is possible.

Appendix A: Cost Breakdown

In order to produce Deeptoberfest, we present below, the following cost
schedule:

Beer
$5,000
Estimated 900 people onsite consume 36oz beer each @ $.15/oz.
Catered BBQ
$10,500
Catered barbecue dinner for 875 people @ $12/person
Bands
$1,000
The Os
$700
Shotgun Friday
$300
Event Staffing
$1,500
20 paid Deep Ellum employees @ $12/hr. for 6 hours including
setup/teardown
Off Duty Police
$650
(2) Off duty Dallas Police Department officers @ $65/hour for 5
hours
Printed Flyers
$150
(250) flyers on 100-pound card stock at $.60/flyer
Print Ads
$1,700
Observer
$650
Blitz
$250
Morning News
$800

Total Event Costs: $20,500

Beer donation from DEBC $5,000
Whole Foods donation
(food)

Total cash outlay

Revenue
Less cash

$5,000

$26,500
$5,000

Donation to NTFB

$10,500

$21,400