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

About the Speakers

Ben Neitge, Events Coordinator

Forgotten Star Brewery

After graduating with a Bachelor of Arts in sociology, Ben Neitge (he/him), pronounced Nike, spent his early career as a freelance musician and music director, while working at breweries on the side. After a pandemic-induced career pivot, Ben uses his unconventional skill set, past connections, and experiences to create and manage events big and small at Forgotten Star Brewing Co. and is a member of the Minnesota Craft Brewers Guild Events Committee.

Jill Drum, Taproom & Events General Manager

Fulton Beer

Graduating from Columbia, Chicago with a cultural studies and photojournalism degree (during the death of print media), Jill Drum (she/her) obtained her master's in teaching at Hamline. During all this schooling and educating, she continued paying the bills with jobs in bars and restaurants, building a passion and talent for craft beverage service for the past 15 years. Joining Fulton Brewing in 2021, Jill brings her management skills and creative ambition to the brewery's hospitality department in the development and execution of large-scale events and taproom general management.

Jordan Weller, Programming & Entertainment Director

Utepils Brewing

With over 15 years in the beer industry and a degree in music and entertainment business, Jordan Weller's (he/him) unique skill set has helped to make Utepils Brewing a destination for outdoor music, unique and exciting events, and an atmosphere that keeps guests coming back.