Updated January 18, 2019
Below is the beginning of our exciting agenda for BMTC19, March 26 – 28 at The Riverside Hotel in Boise, Idaho. Please add your email address to the Stay Updated box to the right to stay informed. Previous years’ agendas and speakers can be found in our Archives.
12:00 – 6:45 PM Registration & Beer Tradeshow: Our sponsors and partners will have tables set up all day.
12:45 – 1:15 PM Welcome from Julia Herz of the Brewers Association: Julia provides a high-energy, fact-intensive overview of the current state of the beer industry with a specific focus on marketing and tourism. Not to be missed.
1:15 – 1:30 PM Beer Industry Update
1:30 – 1:45 PM Break
1:45 – 4:45 PM “Sharing Best Practices” Summits: Included in your conference registration price, these summits allow you to learn from industry leaders, hear from your peers, and share your own best practices. Each summit will have a moderator and several experienced veterans who provide their opinions on a list of key subjects, followed by group participation. These are always very highly rated so don’t miss out! We will have Summits for the following groups:
- Tour Operators: Leaders – Brad Campeau, Brew Donkey; Zack Roskop, Knox Brew Tours; Chad Brodsky, City Brew Tours and CBTOA member
- Destination Management Organizations: Leaders – Meghan Gearino, Visit Richmond VA;
- Brewery Guilds:
- Breweries: (Includes tap room managers, event planners, marketing, communications, etc.) Leaders – Audra Gaiziunas, Brewed for Her Ledger;
4:45 – 6:45 PM Beer Expo & Opening Reception: Meet and taste beers from our sponsors from Idaho, around the US, and farther abroad. We will have two sections set up for your tasting pleasure: Idaho breweries and the rest of the country/world. Brewers guilds, destination management organizations, and Idaho breweries who register for the conference can staff a table to represent their region and pour their beers at no charge. Just sign up and we’ll set you up.
- Boise CVB
- Belgian Beer Me
- Geeks Who Drink
- Hoptown Handles
- Idaho Barley Commission
- Idaho Department of Agriculture
- Idaho Hops Commission
- Idaho Lodging & Restaurant Association
- Idaho Tourism
- Idaho Wine Commission
- Magic Hat Brewing Company
- Mill 95
- Rogue Ales & Spirits
- Travel Lane County
- Visit St. Petersburg/Clearwater
- Wallace Brewing Company
6:45 – 10:00 PM Evening Party at Payette Brewing: Transportation will be provided to Payette Brewing and back to the hotel on a rolling basis. This welcome party will take place in Payette’s production facility with yard games, beer tasting stations, local food producer samples, and food trucks parked out back. Dinner and full pints after your first one are on your own.
8:00 AM – 4:00 PM Registration & Beer Tradeshow
9:00 – 9:50 AM Keynote – Daniel Lemin: Talk Triggers – Word of mouth is directly responsible for 19% of all purchases, and influences as much as 90%. Every human on earth relies on word of mouth to make buying decisions. Yet even today, fewer than 1% of companies have an actual strategy for generating these crucial customer conversations. Talk Triggers provides that strategy in a compelling, relevant, timely keynote that can be put into practice immediately, by any business.
9:50 – 10:00 AM Beer Industry Update
10:00 – 10:50 AM All-Group Session: Christopher Shepard, Beer Marketer’s Insights: Nicer in Niches: placing beer tourism & hyperlocalism within craft and broader beer biz trends – Driven by struggling top brands, total beer industry volume remains stubbornly soft as the beer market fragments further. These days, niches are the place to be in craft and in the beer business as a whole. Without shying away from examining those tougher overall trends, get ready to dig into the latest industry trends to identify key pockets of growth, including the rise of beer tourism and hyperlocalism.
10:50 – 11:05 AM Break
11:05 – 12:05 PM Breakout Sessions: Choose a breakout session in one of three tracks: Beer Tourism, Marketing, and Event Marketing.
- Beer Tourism: The Dogfish INN and Off-Centered Trails for Off-Centered People. Engaging your communities and recognizing that you are part of something bigger than yourself – Andrew Greeley, Off-Centered Innkeeper, Dogfish INN:
“The best way to learn about your company is to get the hell away from it once in a while.” –Sam Calagione, Brewing up a Business
With beer travel on a rise, what can you do to differentiate yourself from the SEA of IPAS out there? Andrew will be discussing how to create a unique and engaging experience to help set you apart from others while at the same time building strong ties to your local community, chambers and businesses. He will be discussing different strategies and ideas he learned along the way that you can use to help create a sustainable and long-lasting experience for not just the craft beer travels, but all who want to find something new and engaging. How do you do this and stay true to who you are? What is the key element in all of this, besides damn good beer!? Come and find out. It will only take about 60 Minutes.
- Marketing: TBD
- Event Marketing: Marketing the Brewfest – Scott Vitale / Ryan Evans, Spigot Labs: There aren’t many things in life that compare to sipping a delicious brew in the sunshine. Beer festivals bring this simple pleasure to all corners of the US and the globe. In 2017 alone, there were over 100 beer-centric events held in just Colorado. It’s no surprise that the festival market is expanding just as quickly as the brewing market itself, which has grown over 700 new breweries in just the US during 2017. With so many events happening, how does a small festival stand out? How can the little guys compete for the best breweries when there are a half dozen competing events on the same weekend? Come learn some of what’s worked, from tasting technology to marketing to staying true to their brewer community.
12:05 – 1:35 PM Buffet Lunch: Courtesy of Idaho Ag (and supporting partners) and featuring farm fresh local products.
1:35 – 2:35 PM Breakout Sessions: Choose a breakout session in one of three tracks: Beer Tourism, Marketing, and Event Marketing.
- Beer Tourism: Understanding the Beer Traveler – Barry Hansen (City Brew Tours), Hal Mooney (LA Beer Hop), Dave Phillips (Dave’s Travel & Events), Ashley Rose Salvitti (Brewvana): Beer travel is a rapidly growing industry that provides opportunities for breweries of any size to grow their brand. The demographic of beer travelers fits a market segment of people that have money to spend, use technology and share memorable experiences, fitting for most breweries’ target markets. A well executed brewery tour experience can lead to long-lasting memories of your brand and shareable moments for your guests, translating into long-term value. Learn to develop effective behind-the-scenes tour experiences on your own or in conjunction with a third-party tour operator. This panel, moderated by a board member of the Craft Beverage Tour Operators Association will explore international beer tourism and how it can help grow your business, the uncharted and/or forgotten value of brewery tours as you hear from leading tour operators and into tactics used to market to international travelers, learn how best to work with DMOs, tour operators and other travel partners to maximize the value of beer travel to your organization. The panel will discuss how to make the most of partnerships from outside vendors (i.e. Tour Operators, Yoga Instructors, Food Trucks, Entertainers, etc.) to DMOS and 3rd party resellers. What to look for in deciding who to partner with and how they can help YOU expand your brand.
- Marketing: Lead with Visual Media – Paige Francis, Marketing Director, Payette Brewing Co.; Taras Manzie, CEO/President, Lake of the Woods Brewing Co.; Brooke Christie, Marketing & Events, Lake of the Woods Brewing Co.: There’s little doubt that marketing is a sensory experience, and it’s often lead with the eyes. In this panel discussion we’ll hear about the power of graphic design from Paige Francis, who graduated with a degree in Graphic Design at Boise State University. We’ll also hear from two dynamic speakers from Ontario-based, Lake of the Woods Brewing Co., about their approach to creating videos on behalf of their brewery, special events, and side businesses.
- Sponsored Presentation: Mill 95 Hops – Meagan Anderson: Join Meagan Anderson, formerly of Boston Beer Company and now Sales Manager at Mill 95, as she gives a dynamic presentation that will follow up on the Idaho-Ag lunch just offered to attendees. Trust us, you don’t want to miss this sensory-rich talk from Meagan!
2:35 – 2:50 PM Break
2:50 – 3:50 PM Breakout Sessions: Choose a breakout session in one of three tracks: Beer Tourism, Marketing, and Event Marketing.
- Beer Tourism: Collecting and Using Data for Beer Tourism – Claudia Schmidt, Ph.D., PennState College of Agricultural Sciences & Don Littlefield, The Maine Brew Bus: Join Dr. Schmidt, Assistant Professor of Agricultural Economics, and Don Littlefield as they co-present on the importance of collecting and using data specifically related to beer tourism. Dr. Schmidt recently received a grant from the State of Pennsylvania for her project on raising awareness about the importance of beer tourism in PA.
- Marketing: Increase Awareness Through Media Relations and Influencer Marketing – Kevin York, Kevin York Communications – Up to date website? Check. Social media? Check. Email marketing? Check. You’re doing all the right things to keep those who already know about you updated, but how do you make new people aware of your brewery or tour? Two of the best ways to do so at scale are media relations and influencer marketing. Join this session to learn more about how to gain media coverage and influencer attention.
- Marketing II: Value in Partnerships – Audra Gaiziunas, Brewed for Her Ledger: This session is for both brewery tour operators and brewery marketers/taproom managers. Audra, with her extensive experience as a brewery consultant and past work with Dogfish Head and Mother Earth Brewing, will discuss how these two industries can create a powerful partnership. Specifically, tour operators will learn how to pitch breweries, and breweries will learn how to track and measure business growth as a result from brewery tours.
4:00 – 8:30 PM Tour, Tasting, and Dinner at Gooding Farms: Gooding Farms grows hops in the following varieties: Apollo, Bravo, Chinook, Centennial, Super Galena, and Zeus. We’ll learn about their operations, taste a few beers, and have dinner on location in Parma, Idaho.
9:00 – 10:00 AM Breakout Sessions: Choose a breakout session in one of three tracks: Beer Tourism, Marketing, and Event Marketing.
- CLOSED SESSION: CBTOA Annual Meeting. Members of the Craft Beverage Tour Operators Association will be conducting its annual meeting. Open to CBTOA members only. Any tour operators interested in joining or learning more about the CBTOA should follow the link above.
- Marketing: BC Ale Trail – Ken Beattie, Executive Director, BC Craft Brewers Guild & Monica Frost, BC Ale Trail Social Media and Community Manager: Ken and Monica will talk about how they made one of the most dynamic Ale Trails in North America, from the ground up. They will detail the partnerships that went into its creation, how they sourced funding from local and government entities, and how it is structured as a viable benefit to BC.
- Marketing II: TBD
10:00 – 10:15 AM Break
10:15 – 11:15 AM Breakout Sessions: Choose a breakout session in one of three tracks: Beer Tourism, Marketing, and Event Marketing.
- Beer Tourism: Using Technology and Innovation as a Vehicle to Promote Breweries and Tours – Catherine Roux, Passport on Tap: This session is about the impact and future of technology products and self-guided initiatives in the current brewing industry. By telling the story of the Passport on Tap app, first launched in Montreal and then in Portland (OR), Catherine wants to discuss how having a proximity with millennials through technology can have a major impact in the current beer tourism industry.
- Marketing: Scream Locale, Not Local – Will Race – Marketing Manager, Alaskan Brewing Co. – Alaskan Brewing Co. has the privilege of handcrafting award-winning beer in one of the most majestic locations on Earth, but that also brings special considerations and responsibilities in the way we brew and the way we bring our message to the world. For over 32 years we have focused on our unique challenges and differences as a major part of our marketing and communications. Now with so many diverse breweries around the US this practice is more important than ever.
- Event Marketing: Daniel Lemin – The Beer Marketing Talk Show: Comprised of members of all present beer industries and led by Daniel Lemin, the Beer Marketing Talk Show is a panel-inspired game-show inspired format that will bring laughs and inspiration.
11:15 – 12:15 PM All-Group Session – TBD
12:15 – 12:30 PM Conference Close and Announcement of 2020 Location
2:00 – 10:00 PM Optional Skiing With the Brewers Excursion: Join Ski Idaho and local brewers at Bogus Basin ski area for an afternoon reception followed by night skiing, snowboarding, or cross country skiing. Transportation and reception are included; discounted lift tickets and rental equipment will be available.