Boost
the
Bottom
Line
Using your establishment to host
events can add value and generate
new patrons
By Andrew Coplon, Secret Hopper
O P E R AT I O N S
T o say the craft beverage industry is just about the beer,
spirits and wine is a huge understatement in today’s competitive
market. The industry is about engagement, education
and expanding your audience. The value of your operation
lies much deeper than just the liquid you produce – a great part
of your value is in the space you occupy. Tasting rooms are social
gathering places where every minute left empty can reduce your
bottom line. You’ve got the space, utilize it. As a business owner or
manager, create a plan to entertain and impress your guests with a
unique variety of events.
We define an “event” as any planned social occasion that happens
at your tasting room. This could be anything from trivia to live
music to a seasonal craft fair to a wedding. It is something unique
to your normal operation. However, before your establishment
becomes an event mecca, you must create the desire for groups
and parties to hold events at your space. Just as you aim to stand
out by the product you produce, differentiate in the memorable
experience you create.
Why would anyone want to hold an event at your establishment?
Not every venue is right for every type of an event. A dark
taproom with pentagrams all over the walls may not be ideal for a
wedding but could work great for local metal bands every Friday,
whereas a picturesque farmhouse in the mountains may be the
perfect venue for a destination wedding. It is your job to find what
works best for your business. Before even hosting an event, consider
the audience and type of event you want to cater to. It should
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