Below is the beginning of our exciting agenda for BMTC20, February 4-6 at the Hilton St. Petersburg Bayfront in St. Pete, Florida. Please add your email address to the Stay Updated box to the right to stay informed as the agenda is completed.
7:30 AM – 5:15 PM Registration & Beer Trade Show: Our sponsors and partners will have tables set up all day.
8:30 – 11:30 AM Beer MARKETING Certificate Course: This additional course is open to all conference attendees who wish to become experts in marketing in the beer industry. Topics will focus on digital marketing and include social media, online advertising, database, email marketing, search engine optimization, content creation, and more. Walk away with new office wall swag: a Certificate in Beer Marketing. Attendees must be registered for the conference, registration is $95, and the form will be posted here soon. Presenters will be announced in the coming months.
8:30 – 11:30 AM Beer TOURISM Certificate Course: This additional course is open to all attendees, but is recommended for Destination Marketing Organization’s and other attendees new to the beer industry. Topics will cover an introduction to beer styles, demographics on beer consumers, a discussion of the current state of the beer industry, an overview of beer tourism, information on what motivates beer tourists, and specific information on what you can do to attract beer tourists to your region, brewery, or business. Walk away with new office wall swag: a Certificate in Beer Tourism. Attendees must be registered for the conference, registration is $95, and the form will be posted here soon. Presenters will be announced in the coming months.
11:30 AM– 1:00 PM Lunch on Your Own
1:00 – 1:15 PM Conference Opening: Hear briefly from the conference organizers and our local hosts Visit St. Pete/Clearwater.
1:15 – 1:45 PM Welcome: Julia Herz from the Brewers Association will once again set the stage on fire at BMTC and open the conference with facts, figures, stories, and enthusiasm about the current state of the beer industry.
1:45 – 1:55 PM Industry Update from Visit Tampa Bay
1:55 – 2:10 PM Break
2:10 – 5:10 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:
- Breweries: Includes tap room managers, event planners, marketing, communications, etc. Our moderators will be Cameron Davis from Atlanta Brewing and Kami Perdue from Great Lakes Brewing.
- Destination Marketing Organizations: Moderators to be announced
- Tour Operators: Moderators to be announced
- Brewery Guilds: Our moderator will be Paul Leone from the New York Craft Brewers Association
5:10 – 7:00 PM Beer Expo & Opening Reception: Meet and taste beers from our sponsors from Florida, around the US, and farther abroad. We will have two sections set up for your tasting pleasure: Florida breweries and the rest of the country/world. Brewers guilds and destination management organizations 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.
7:00 – 10:00 PM Evening Party at 3 Daughters Brewing: Join us for dinner on your own, fun, and beers at 3 Daughters Brewing, one of St. Pete’s fastest growing breweries! Transportation provided by Visit St. Pete/Clearwater.
Breakfast on Your Own – coffee provided at Registration
8:00 AM – 5:00 PM Registration & Beer Trade Show
9:00 – 9:45 AM Keynote: Dr. Neil “The Beer Professor” Reid: Dr. Neil Reid is a Professor of Geography and Planning at the University of Toledo, with a specialty in local economic development. Since 2014, Professor Reid has been researching the growth of the craft brewing industry in the United States and its potential role in helping to revitalize neighborhood economies. To date he has published over a dozen journal articles and book chapters on the economic geography of craft brewing. Professor Reid has also delivered lectures at conferences in both the United States and other countries. Professor Reid authors a blog about the beer industry (www.thebeerprofessor.com). This semester he is teaching a graduate seminar titled, ‘The Geography of Beer and Brewing’.
9:45 – 9:55 AM Industry Update from Mercedes Benz
9:55 – 10:45 AM All-Group Session: Q&A with Media Panel: Join us for a Q&A session with a panel of beer writers. This is your opportunity to ask them about their take on the beer industry, what they look for in a story, or how you can be featured in their media outlets! Our writers will be announced in the coming months.
10:45 – 11:00 AM Break
11:00 – 11:50 AM All Group Session: To be announced
11:50 AM – 12:00 PM Beer Industry Update: To be announced
12:00 – 1:30 PM Lunch Hosted by Visit St. Pete/Clearwater: Try some local brews and meet our hosts!
1:30 – 1:40 PM Break
1:40 – 2:30 PM Breakout Sessions: Choose a breakout session in one of three tracks: Beer Tourism, Marketing, and Events.
- Beer Tourism
- Marketing: Are You Pouring Media Opportunities Down the Drain? How to go from obscurity to fame with a few low-cost, sure-fire press strategies: Most small business owners are much better at creating their product or service than they are at marketing beyond their walls, especially when it comes to publicity beyond their core fans. With a few simple business tweaks, however, you can stand out from the pack and be the business everybody seems to be talking about. In this session from a veteran journalist, publisher, and blogger, you’ll get concrete advice you can put into place a week later, with actionable steps that don’t cost a lot but can have game-changing results. With real-world examples of best practices and failures, you’ll learn:
- The 10-minute web page changes that can quadruple your media mentions.
- Why contact forms are a “do not contact us” red flag for media.
- One simple organizational assignment that can lead to regular media coverage.
- One free e-mail subscription that can give you an edge.
- How to attract bloggers, beer writers, and travel writers to your brewery or brewpub.
- How to vet those writers so they align with your ideal customers and business goals.
- How to create a snowball effect by parlaying media coverage into industry authority.
2:30 – 2:45 PM Break
2:45 – 3:35 PM Breakout Sessions: Choose a breakout session in one of three tracks: Beer Tourism, Marketing, and Events.
- Beer Tourism: FL Brewery Customer Experience Survey Results: The BMTC partnered with the Florida Brewers Guild and participating Florida breweries to create a Florida Brewery Customer Experience Survey. Surveys will be conducted in local tap rooms for one month (October 2019) by all participating breweries and the results will be presented during this session. Join us to find out why surveying customers is important and what customers are saying about the beer scene in Florida! This is excellent benchmarking material you can use in your own tap room operations.
- Events: The Evolution of Beer Events: Focus on Quality, Education, and Excitement: Description coming soon.
3:35 – 3:50 PM Break
3:50 – 4:40 PM Breakout Sessions: Choose a breakout session in one of three tracks: Beer Tourism, Marketing, and Events.
- Attracting Tourists to Your Brewery In a Non-Tourist Location – Julie Wartell, PubQuest: While some breweries open in thriving business districts with a constant stream of potential customers walking by their door daily, most move in to areas that are not that way. Whether you are in a downtown (small or large) that generally shuts down at 5pm, a neighborhood with a reputation (possibly unwarranted) for crime and other problems, a rural area, or an industrial park, you are keen to attract people to visit. This session will present the research on and successes of how breweries attract tourists, including discussion of marketing to locals, attracting those from out of town, beer trails, beer maps, and other tourist-attracting efforts.
- Marketing: SEO Goes Local – Rich Owings, Local is Where It’s At: We have all heard of and are aware of Search Engine Optimization, or how to optimize your visibility on search engines. But brick-and-mortar businesses or just those with a defined target geography (which means most attendees of this conference) have special SEO considerations, called Local SEO. Expert Rich Owings from Local Is Where It’s At, will provide clear advice on the following subjects: optimizing your business listing on Google, getting found on iPhones via Apple Maps, improving your reviews and responding to negative reviews, and improving your own website for Local SEO. Completely updated for 2020, with all the latest strategies.
5:15 – 8:15 PM Dinner: We will be offering an optional dinner-on-your own.
Breakfast on Your Own – coffee provided at Registration
8:30 AM – 12:30 PM Registration
9:00 – 9:50 AM Breakout Sessions: Choose a breakout session in one of two tracks: Beer Tourism and Marketing.
- Beer Tourism: Drive New Customers To Your Business, Bring Them Back, and Increase Sales Using Facebook Messenger: Marketing guru Matt Platt regularly works with restaurants, breweries, and tap rooms to do three things: 1) drive new customers to their businesses, 2) keep these customers returning, and 3) increase their average check size. The same principles can apply to most small businesses, such as tour operators or even PR companies. Matt will show us his secrets of using the hottest new marketing technique out there: Facebook Messenger.
- Marketing: Building Brands in Real Time: Marissa DeSantis and Adam Ritterspach from Great Lakes Brewing in Cleveland will present. Description coming soon.
9:50 – 10:05 AM Break
10:05 – 10:55 AM Breakout Sessions:Choose a breakout session in one of two tracks: Beer Tourism and Marketing.
- Beer Tourism:
- Marketing: How Wholesaler and Brewery Can Work Together: Description coming soon.
10:55 – 11:10 AM Break
11:10 – 11:55 AM Closing Keynote: Bart Watson, Chief Economist at the Brewers Association: Bart is making his debut at BMTC and will come prepared with the high level insight only he can provide. You won’t want to miss what he has to say about beer, taproom sales, and what’s in store for the industry.
11:55 AM – 12:05 PM Industry Update from eTix
12:05 – 12:20 PM Conference Close and Announcement of 2021 Location