You’ve made the beer, packaged it, and the space looks great—but now how do you get the guests in the seats, and keep them there drinking beer? This seminar provides taproom management staff with thoughtful ways to create and prepare events and programs that fit your space, staff, and brand. Discussion includes the four pillars of programming and entertainment, a guide to follow for considering any size event, and examples and ideas you can bring home to your taproom. Panelists walk through questions to ask during all stages from planning to preparation to execution, which help put event coordinators, marketers, and ownership on the same page. Helpful tips will also be provided to make sure your event is well attended and easily replicated.

Learning Objectives

• Learn the four pillars of programming and entertainment
• Establish a framework for proposing events and programming
• Walk away with low- to no-cost event ideas and tips for finding resources in your community
• Take home ideas from the panelists on what we do and how we do it