Topic: BEER EVENTS

Student’s Name: SUVASH NEPALI

Student’s Id: 221CU2222141

Program: MBA HOSPITALITY

Module: CMBAH-519 Industry Project Management

Instructor: Efstathios Kolongou

Academic Year: 2022

 TABLE OF CONTENT

EXECUTIVE SUMMARY

 Event overview
 Vision and Mission Statement

CHAPTER I

 Introduction
 Supplies
 Legal Operational Plan

CHAPTER II

 Marketing plan
 Event Ticketing
 Financial Analysis
 SWOT Analysis

CHATER III

 Conclusions and Recommendations

REFERENCES
 Executive Summary

An event, according to the Industry Glossary of Terms (CIC, 2003, cited in Bowdin et al., 2006,
p.14), is a gathering of individuals for a defined purpose. Events can be held for a variety of
causes and in a variety of formats. Various levels of preparation and activity planning by the
event organizer are required depending on the sort of event that will take place. There are
many different types of events, and they can be minor or enormous in scale. Weddings, award
ceremonies, festivals, corporate meetings, seminars and workshops, product launches, and
trade fairs are examples of many types of events. Beer is the most popular alcoholic beverage in
the planet. The first credible indication of beer manufacture, according to Brewscruise.com,
dates from the Sumerian period approximately 4,000 BCE. From the oldest known beer recipe
dating back to roughly 5,000 BCE in Egypt to your next-door neighbor making his own craft
beer, brewing beer has long been a popular pastime that has grown into a multibillion-dollar
industry. Consumers today are yearning for craft beer with a more regional flavor profile. This is
when the beer festival enters the picture. The local population is particularly interested in
regional craft beer and tiny independent breweries. These small, independent craft breweries
have a significant impact on the local, regional, and national economies. Craft brewery
production rises in parallel with customer demand for high-quality beer.

Event Overview

To various people, "craft beer" implies different things, and different crowds have varied
expectations of what a beer festival should be. To provide a fantastic experience for beer
drinkers, you must first establish who you want to target and learn what they desire. Beer
festivals can also make individuals feel more comfortable tasting beers they might not
otherwise try. An attendee might drink a beer, fall in love with it, and then go home and tell all
of their friends about it. Customers are attracted to enterprises by word of mouth.

Mission Statement

Its purpose is to create the first local brewery event in a community, giving locals and visitors a
venue to gather and sample a range of locally brewed beers with the goal of broadening their
beer expertise. This includes learning about the history of beer and its vast variety of styles and
tastes, as well as broadening their palate with food and beer pairing suggestions and providing
stimulating combinations by brewing and serving a diverse range of high-quality, unique, rye-
focused, expertly crafted beer.

Vision Statement

Its mission is to display several varieties of quality beer that may be shared and enjoyed by the
community, friends, and tourists alike, providing a wonderful taste and a unique experience.

Event Philosophy

To produce and cultivate an experience that will enchant the palate and provide a drinking
experience that is comparable to that of fine culinary art.

Event Motto

COOL BEER FOR COOL PEOPLE

 Chapter I

Introduction

In the early phases of arranging your event, there are a few logistics to consider. When it comes
to these types of events, time is critical.The greatest time for a festival is usually during the
summer, on a weekend or bank holiday, but if this is the window we choose, we can expect a
lot of competition. In a nutshell, this is when each and other celebration takes place. Instead,
why not organize an event in the winter? Because there would be less competition, we will be
able to offer something unique. According to pourbybeer.com, the new hop season begins in
the spring. As a result, several breweries take advantage of this chance to start using fresh hops
in their brews. As a result, having a beer festival in the winter with new beers will be a benefit.
You should provide plenty of time to plan and organize your event so that it does not appear
haphazard. Allow at least 6-8 weeks to prepare for your event. Another thing you should think
about in the early stages is what will make your event unique. What is it about you that will
make you stand out from the crowd? If your event will focus on beers with a citrus touch, the
summer may be a better time to hold it than the fall, when consumers are yearning pumpkin
beverages. When choosing a date, we must be cognizant of any local events or holidays. You
don't want to compete for your target audience's attention with other events. It's crucial to
choose the perfect site for your beverage’s festival. Depending on the time of year, you'll want
to think about whether an indoor or outdoor location is better - and, of course, which licenses
are required for each. When looking for a place for your beer festival, think about the logistics: 

o What is your optimum capacity? 

o How will you distribute your beer?
o Will you require additional room to accommodate several stands?
o Will you require stage space?

It's critical to make sure your venue is big enough to accommodate all of the participating
breweries, as well as adequate space for your guests. Not only that, but when looking for beer
festival places, you'll need to think about accessibility.
 o Is your location well-served by public transportation?
o Is there adequate access for disabled people?
o Is there a lot of places to stay nearby?

After careful consideration, our Beer Festival will be held on September 2, 2022, in Aglantzia
Municipal Park.

Supplies

Naturally, any festival will necessitate a large number of materials in order for the event to run
successfully. To make sure you don't forget anything, we've put together a checklist to help you
get through the day.

o Kegerators
o Buckets for dumping
o Equipment for tapping
o Stations with drinking water
o Signage/Decorations
o Formation of the entrance gauntlet/line
o stations for rinsing
o Glasses for beer sampling (these are often taken home as a souvenir)
o Pitchers
o Tables
o Chairs
o Tents
o Badges for brewers
o If the event is taking place in an area where cell coverage isn't guaranteed, walkie-
talkies are a necessary.
o Merchandise you'd want to sell
 o If you're trying to figure out how much ice you'll need, start with ice. The Brewers
Association recommends 30 to 50 pounds of ice per beer variety for each four-hour
session.

Legal operation plan

The second stage is possibly the most critical of all, because you won't be able to conduct your
beer festival in the first place until you secure the necessary permits.Naturally, the site of your
beer festival will be determined by which permissions are required, but it's wise to double-
check that you're legally compliant before proceeding. You may need to apply for a Temporary
Event Notice if your event has less than 499 attendees. If you want to sell or otherwise
distribute alcohol at your event, or if there will be any entertainment or hot food provided after
11 p.m., you must submit a Temporary Event Notice. If your event will have 500 or more
people, you'll need to get a premise license. A Designated Premises Supervisor with a Personal
License is required for alcohol service. If you're organizing a beer festival, one of these
permissions will be required, depending on the number of attendees. In the unfortunate event
that an accident occurs, you'll also need public liability insurance or property insurance to
safeguard both your business and your attendees. If you're going to broadcast copyrighted
material, which is likely if you're going to play music, you'll need special permissions. If you
want to hold a beer festival on public land, you must first submit an application to the local
government. 
 Chapter II

Marketing Strategy

Marketing Plan

From the beginning, this event has been centered on the local community. This focus has
resulted in some extremely fortunate connections with various eateries and breweries in and
around the state. It will use a combination of word-of-mouth, social media, and community
involvement to promote itself.

Word-of-mouth marketing will be a continuous effort in the community, bolstered by employee

initiatives and a consistently high-quality customer experience. Customers will be encouraged
to tell others about their experiences at the event, either personally or through their favorite
social networking channel.

Facebook, Twitter, and Instagram will be used to promote the event on social media. The event
has its own Facebook page, which will be updated and rotated on a regular basis. The event's
Facebook page will serve as a "message board" to keep customers up to date on the taproom's
latest beer selections, activities, and promos. Customers will be notified immediately of
changes in product offers, new promotions, future events, and "what's going on" at the event
via Twitter and Instagram.

The event's ticketing

It's crucial to figure out what kind of tickets you'll need. Are they made of paper? Wristbands?
Will you sell them on the internet? Beerfests.com is a website that assists brewers in selling
tickets for beer events online. They can do so without incurring any costs to the festival by
charging a small processing fee to the ticket purchaser. Custom event websites, ticket scanners,
mobile ticketing, and analytics and reporting on sold tickets are among the services they
provide. Another issue to think about is whether you want to sell tickets at the door. The
number of attendees has a big impact on how much beer breweries need to bring, and selling
tickets on the day of the event allows you to change those numbers a lot. To identify the best
procedure for your event, talk to the participating brewers about your ideas. You can gain from
brewers' knowledge and previous experiences if you include them in the conversation. It's
critical to keep lines of communication open between you and your brewers, especially when it
comes to ticket price. You can either charge a fixed amount on your tickets or charge by the
drink. Some breweries prefer that festival visitors pay per the drink, although this can cause the
seller to slow down, resulting in long lineups. Consider utilizing a voucher system to remedy this
problem, with vouchers purchased in a separate area from the beer queues.

Pricing and Products

Event will create, brew, and distribute beers that are based on its own proprietary
formulations. Other than kegs, beer will only be available on draft. Full pours, half pours, and 2
oz. tastings of craft beer will be available.

Financial Analysis

Over the last 30 years, the beer sector has risen tremendously. There were just 49 breweries in
1983, but there are now an estimated 10,000 TTB-permitted brewers in the United States. This
industry shines out in a weak economy compared to previous years, with new brewers finding
expansion chances. The craft beer industry exists within this business. A small and independent
brewer is referred to as a craft brewer. Craft beer accounts for $26 billion of the $111.4 billion
global beer market, a rise of 8.6% from 2017. (including exported craft beer). Domestic craft
beer production climbed by 5% in volume in 2017.

Assumptions for the Financial Plan

o Expect a 20% annual growth rate.

o This event sold the most barrels, and the proceeds are intended to go toward the next
big event.
 o The price is intended to reflect a 60% margin above COGS on average.

o This event's revenue assumptions are as follows:

o $43850 in revenue

o Sell a variety of craft beer brands to local restaurants and bars.

o Sell 300 T-shirts for $6,000 at a cost of $20 each.

o Sell 300 hats for $6,000 apiece at $18 each.

o In the first event, sell 200-pint glasses for $2,000 ($10 apiece).

o Total merchandise sales increased by 5%.

The entire profit will be put back into the next event.

Here is an example of one of the events that happen each year and its financial cost. The
following are the most significant costs that the All-Colorado Beer Festival (ACBF) incurs each
year: The overall cost of these significant expenses is approximately $23,000.

Beer: Many events compensate breweries for the beer they bring. The ACBF does not, but
neither do we charge brewers to join. This will be a significant investment if you decide to
compensate your brewers for the beer they bring. Consider charging $50 per sixth-barrel keg
(sixtel), which would amount to $5,000 for a festival with 100 beers.
You'll need a place to hold the event, therefore you'll need to rent a venue. If you can acquire a
spot for free or at a low cost, that's even better, because venue leasing would most likely cost
$5,000 to $7,500 or more.

Equipment rental: We provide draped tables and booth pipe and drape for each brewer. You
can request that the brewers bring all of their own equipment to save money, but we believe it
is crucial to meet the needs of our brewers. For a large event, tables, drape, and other
equipment can cost $2,500 or more.

Glasses for drinking beer: Your guests will need something to drink beer from. We utilize
attractive Pilsner-shaped plastic cups that can carry up to 5 ounces of beer (150 mL). Buying in
bulk reduces the cost per cup to approximately 85 cents, but a 3,000-person event would still
require about $2,500 worth of cups. Keep in mind that you'll need glassware for visitors,
brewers, and volunteers. You might be able to get a sponsor to cover the cost of the mugs in
exchange for their logo being printed on them.

The security of the event is crucial. We began by providing protection with our own volunteers,
but quickly realized that a professional security team was required. An eight-person
professional security crew costs around $2,000 per day and is well worth it.

Shirts and hats for volunteers: You must set your volunteers apart from the rest of the throng.
Each volunteer receives a printed T-shirt, as well as a shirt and hat for our volunteer captains.
We have roughly 200 volunteers and 24 members of the planning committee, captains, and
assistant captains for our event. Our shirts and hats cost around $2,000 each.

Insurance: You need general liability and liquor liability insurance for your event. This will most
likely cost around $1,500 for a single day (editor's note: homebrew clubs can join the AHA's
club insurance program, which covers events with up to 1,000 attendees).

Ice: To keep the beer icy, you'll need a lot of it. For 75 brewers and 225 beers, we utilize over 3
tons (2,700 kg) of ice, which equates to around $1,000 in ice at a rate of 30 pounds (14 lb) per
beer. This rate is a decent guideline, but the amount of ice you'll need will depend on the
weather. You might be able to acquire a donation or sponsorship in this section as well.
Entertainment: Most festivals include entertainment. This cost can range from $500 to $1,500
or more, depending on the length of your event, the number of sessions, and other
considerations.

SWOT Analysis

Strengths:
Quality; Uniqueness—flavorful and fresher
tasting than regular industrial beers due to
flavor and brewing methods differences. High suppliers. It may be challenging to persuade
profit margins. Exclusive image
Weakness
It is a new event, and it is a new startup, thus
there are no connections with distributors or
and afford. Price is higher than mass-
produced beer. Its beer isn't sold all around
the country. Only the local area is targeted by
craft beer. The freshness of beers
determines their quality. It will not last for a
long time.

Opportunity
Craft beer is becoming more popular among
consumers. Demand is shifting away from
mass-produced beer and toward craft beer.
It's known as the "Test Revolution." Because
they prefer full-bodied brews. The volume of
sales grew. Beer is a high-growth, low-failure
industry. Market concentration is low.
Obstacles to admission. Because the product
is more of an experience than a search result. competes with a wide range of beverages
It's tough for industrial breweries to take
over since they can't focus on small-scale
Threat
Capital is not significant, and beer-making
know-how is freely disseminated, making
entry by other microbreweries, major
microbreweries, or imitators in the same
area simple. Manufacturers of mass-
produced beer may take over the event (they
have high potential). It establishes a
mainstream microbrand's existence. It
due to its high substitution rates. Imports are
direct competitors. Alcoholic drinks, such as
 manufacturing and can't replicate the craft- wines, and non-alcoholic drinks, such as
brewed flavor. juices and water, are indirect rivals.

Chapter III

Conclusions and recommendations

Everyone wants their event to be the best it can possibly be. Bringing in live music to play while
your customers are tasting is a terrific way to add to the ambience. In exchange for beer and
food, several musicians are eager to perform (just make sure that all members are of legal
drinking age.) Food is an important aspect of any event, particularly one including alcohol. You
will not only draw more attendees but also encourage responsible drinking practices by
including food options in your lineup. Some municipalities may even demand that you offer
food at your event. A excellent method to achieve this is to invite local food trucks to set up
shop at your event. This results in a win-win situation for both you as the organizer and the
food truck proprietors. You get to serve food, and they get a location where they know there
will be a throng looking for a tasty snack to accompany their drink. If children are permitted to
attend your event, which many municipalities do not, be sure to set aside a special location for
them. They can't drink, but that doesn't mean they can't have a good time. You may create a
safe environment for the youngsters to enjoy while their parents enjoy their adult beverages by
setting up a small play area. You will undoubtedly attract a larger number of potential
attendees if you include the entire family. Staffing is an important part of your day-to-day game
plan. You'll need employees to scan tickets and check IDs. Consider assigning a few staff
members to answer any inquiries that attendees may have. We must keep in mind that the
event's major focus is beer. Don't get too engrossed in the show that you forget about the
drink.

Finally, think about writing a few thank-you notes. Although it may appear to be an outdated
custom, a personal touch can leave a lasting impression on breweries, suppliers, and staff or
volunteers. A modest effort, such as writing a thank you note, can go a long way toward making
your festival a recurring event. It may appear that hosting a beer festival is a lot of work, and it
is. In the long term, however, the increased business visibility and community engagement are
worth the preparation and planning.

References

Murray, D.W. and O'Neill, M.A., 2012. Craft beer: Penetrating a niche market. British Food
Journal.

Ikäheimo, J., 2020. Exclusive craft beer events: liminoid spaces of performative craft
consumption. Food, Culture & Society, 23(3), pp.296-314.

Manis, K.T., Chang, H.J.J., Fowler, D.C. and Blum, S.C., 2020. Inaugural events and beer tourist
behavior: Capitalizing on the craft beer movement. Event Management, 24(2-3), pp.311-334.

Dunn, A. and Kregor, G., 2017. Craft beer festivals: The craft brewers’ experience of getting beer
to market in the USA and UK. In Exhibitions, Trade Fairs and Industrial Events (pp. 145-159).
Routledge.

Allen, J., 2009. Event planning: The ultimate guide to successful meetings, corporate events,
fundraising galas, conferences, conventions, incentives and other special events. John Wiley &
Sons.

https://www.brewer-world.com/

https://pourmybeer.com/