Event Guidelines. Joanne Marino. Celebrate Craft Beer during the 10 th Annual. Presented by the San Francisco Brewers Guild INQUIRIES

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1 Celebrate Craft Beer during the 10 th Annual Presented by the San Francisco Brewers Guild Event Guidelines INQUIRIES Joanne Marino

2 introduction SF Beer Week is organized by the San Francisco Brewers Guild, but it s hundreds of local breweries, bars, restaurants and other venues across the Greater Bay Area that make SF Beer Week one of the biggest and best beer weeks in the world. In 2017, over 900 events where held throughout the region in celebration of craft beer. This document contains what you need to know for developing and submitting an SF Beer Week event. Start planning your events now! Why Host an Event Events are a great opportunity to engage craft beer enthusiasts and new customers during a week of heightened awareness about products they love. SF Beer Week will promote your event and bring greater exposure to your business or products. Your fans and customers will enjoy participating in SF Beer Week. By helping to promote and increase awareness of craft beer, your business and all businesses related to craft beer will prosper. Event Ideas BEER + FOOD Special food and beer pairings Beer dinners, brunches, breakfasts or lunches SHOWCASE CRAFT BEER New beer release parties Special beer flights, by style, region, vintage, packaging, process, etc. SPECIAL GUESTS & ACTIVITIES Meet the Brewer nights Biking, busing or walking tours Thematically match special releases with unique entertainment. Past events featured beer pairings with movie showings, bowling, arcade and more. EDUCATE Educational events geared towards brewing styles, history, science, technology, art, collectibles, etc. Homebrewing demonstrations Brewers, host an open brew day GET CREATIVE Collaborate with other businesses, experts, artists, etc. Any special occasion (see our definition of an event under Requirements) that celebrates and promotes the quality, heritage and/or future of craft brewing will be considered. Be creative! SF beer Week EVENT GUIDELINES 2

3 REQUIREMENTS Events must promote and embody the spirit of craft beer, which is quality beer that celebrates small, independent brewers from the US and abroad, its cultural tradition and pioneering, innovative spirit. The focus of an event must be the promotion of independent breweries that are members of the SF Brewers Guild or Brewers Association, or that conform to an ideal definition of an independent craft brewery. Events should be exceptional and emphasize QUALITY over quantity. They should be fun activities, educational, invite food pairing opportunities, and most importantly, inspire, surprise and excite beer lovers to support craft beer year long. Push your team to be creative. Exceed expectations. Most importantly, events must be true events meaning they must feature a special, unique or rare selection of beer, activity, guest and/or food component, and are generally considered special and exceptional occasions, not a usual or normal activity that may be held any day of the year. SFBW will NOT approve events centered on discounts or giveaways, that are typical happy hours, pint nights or pricing specials, that promote common every day tap lists offerings, or that encourage excessive drinking. A Tap Takeover or Style Showcase must be limited to 5 hours on the schedule, and must offer special, new or rare releases as part of the beer selection. A host venue may not promote more than four of these types of events (collectively) over the course of SFBW. SFBW is a curated list. We reserve the right to reject or remove submissions at our discretion, including but not limited to postings that contain language or images that may be deemed offensive, discriminatory, inappropriate or violate laws, or that use an image, name or mark without proper authorization. Events submitted using ALL CAPS, odd or unusual formatting will not be approved. All events are edited to maintain a consistent copy style and readability across the site. Once an event is approved, the only allowable edits will be material changes to an event s details (eg. time or day change, beer list change). Venue hosts may resubmit a rejected event for approval if the issue with the event has been rectified. ABC REQUIREMENTS: Only event hosts can submit and pay for events on the SFBW website. The CA Department of Alcoholic Beverage Control (ABC) dictates that alcoholic beverage manufacturers (breweries), importers, suppliers, wholesalers or distributors cannot submit or pay for event listings being held at a retail license holder s venue or that promote the retail sale of alcoholic beverages. Unique Events vs. Week-long Specials Two distinct event types are supported, each display in a different manner and are subject to a different fee. UNIQUE EVENTS ($35 each) appear in the main SFBW schedule AND in the daily list of events. They are distinct stand-alone events that fulfill all the above requirements, ie. feature a rare, limited or special selection of beer or food available at a particular time; feature guest appearances or similar one-time activities or experiences, etc. WEEK-LONG SPECIALS ($50 each) do NOT appear in the main SFBW schedule OR in the daily list of events but reside in a stand-alone listing and selectable category. They are pro-actively promoted as activities or specials happening during SFBW that consumers can pursue in an on demand fashion. Typically these are repeat activities or ongoing offerings that are available over multiple days for ex., an on-demand discount or offering where certain beer lists, a special menu or beer and food pairing, or other SFBW specials are available for consumers to come in and enjoy as their schedule permits. These activities are selectable and filterable but not part of the main Daily Event Schedule nor are they searchable. SF beer Week EVENT GUIDELINES 3

4 HoW To Submit 1. Create or log into an existing SF Beer Week Event Host Account at the SF Beer Week website. 2. Go to: 3. Fill out the event submission form and upload an image for your event (or a logo if an event image is not available). 4. Press the Submit button. 5. Pay the event listing fee. 6. You ll receive an stating that your submission is being reviewed to ensure it meets SF Beer Week guidelines. ** While we try to process events within hours, this process can take up to five business days, so please be patient. ** 7. Once your event is approved, it will appear on the SF Beer Week website. NOTE: The full SF Beer Week website with event listings will launch in late November / early December. Events submitted prior will be held in queue; those after will appear as soon as they re processed. Sign up for our list at the bottom of the SF Beer Week home page to be notified of key dates. Helpful Tips BE SPECIFIC when describing your event. List particiating breweries and beers you ll be serving. Specify the culinary theme or menu items. Provide the brewer s name if he or she will be present. This will draw people to your event and helps the media write about it. You may update or edit your event listing after approval. Just sign back into the website using your account ID and password to access your event listings. NOTE: Please make only _essential and material_ changes once your event has been approved. All events are edited for consistent copy and presentation across the site, and these style edits must be maintained. Don t forget to add a logo or image to your event listing to better stand out on the schedule page. How Are Events Promoted? Marketing materials promoting your participation in SF Beer Week are sent to host venues about a week out. All SF Beer Week events are actively promoted through the website, which will see over 1.3 million event clicks and is searchable and filterable by region, venue, event type, event attribute, time of day and more. Events may also be selectively promoted via (10k+) and to Facebook (20k+) and Twitter (10k+). SF Beer Week also offers many opportunities to promote your venue and events through our sponsorship packages. These packages include unlimited event submissions and provide greater exposure for your events as well as tickets to the SF Beer Week Opening Gala. As a sponsor, you ll get early entrance and access to the brewers lounge, featuring complimentary food and drink. Download the sponor kit at our website to learn more. SF beer Week EVENT GUIDELINES 4

5 Got Questions? contact us Event & Sponsor QUERIES Joanne Marino Schedule Your Trip Now! SF beer Week EVENT GUIDELINES 5

Sponsorship. Trade. Joanne Marino. Celebrate Craft Beer during the 10 th Annual. Presented by the San Francisco Brewers Guild CONTACT

Sponsorship. Trade. Joanne Marino. Celebrate Craft Beer during the 10 th Annual. Presented by the San Francisco Brewers Guild CONTACT Celebrate Craft Beer during the 10 th Annual Presented by the San Francisco Brewers Guild Trade Sponsorship CONTACT Joanne Marino JOANNE@SFBREWERSGUILD.ORG 415-915-5173 welcome to SF Beer WEEK San Francisco