audience it brings. When the local Chamber of Commerce or a
large company hosts a private event at your space, it brings in an
audience that may not have visited otherwise. Additionally, private
events often have more thought put into them. Someone is paying
to use your space because they believe it is the right atmosphere
to “wow” their guests. The renter is doing you a favour by helping
your company look good. This is mutually beneficial. Assuming
guests have a positive first experience, they are more likely to
return/recommend your business.
The value in a private event isn’t just the profit it generates,
but the overall positive light your brewery casts on all attendees.
Kristin Hanna, brewery experience director at Flying Dog Brewery
in Frederick, Md., said, “Our update to chosen style priority is to
get more guests through the doors to fall in love with the brand;
our secondary goal is to do that in a way that makes a little bit of
money – we’re not in it for the profit, we’re in it for the people.”
With that said, you are a business and making money is
a necessary goal for long-term success. Use the formula below
when considering the decision to host, or continue hosting, a
special event.
Event Value = Rental Fee + Projected Alcohol Sales + Projected
Food Sales + Goodwill of Guests – Lost Regular Sales – Added
Operational Costs
Determining the goodwill of guests for future visits is impossible.
Subjectivity plays in your decision as the happiness of these
guests can dictate how likely they may be to return in the future.
The future value of holding your local kickball team’s championship
celebration may hold a tad more future sales value than a
presentation by the local university on climate change. Find the
events that work best for your space. If you do choose to host
private events, be sure to have information on your website and
at your tasting room to direct any interested party to the proper
contact person.
Public events
Why should you host public events? The answer is simple: differentiation.
How many days a week can you post, “Come try our newest
beer/spirit/wine!” on Facebook? How many times can you share a
picture of your tap list on Instagram or Twitter? People get bored
O P E R AT I O N S
Tasting rooms are social
gathering places where
every minute left empty can
reduce your bottom line.
42 § POURED CANADA § www.poured.ca
/www.poured.ca
