About the Course
The Beer Tourism Certificate Course is a three-hour intense overview of the beer industry in general and beer tourism in particular. It is designed for representatives of Destination Management Organizations interested to promote their region to beer tourists but is applicable to anyone interested in this industry. Speakers will include some of the top beer tourism minds in the country. Those completing the course will receive a Certificate of Beer Tourism as will be recognized as the “go to” person on beer tourism in his or her office. This is not an opportunity you will want to miss.
About the BMTC
The Beer Marketing Certificate Course is held just prior to the Beer Marketing & Tourism Conference, which will bring 250 beer and tourism industry leaders together for two days of learning, discussion, and networking. Included in the conference is a three-hour Sharing Best Practices session just for DMOs interested in Beer Tourism.
Date and Location
8:30 – 11:30 AM
Tuesday, February 4, 2020
Hilton St. Petersburg Bayfront
St. Petersburg, Florida
What You Will Learn
- Overview of the beer industry from Brewers Association representative
- Demographics of beer consumers
- Economic importance of beer tourism from The Beer Professor
- What motivates beer tourists to travel and spend
- Beer tourism at the brewery (tap rooms, restaurants, hotels, and more)
- Beer events and why these are major tourism draws
- Beer tour operators and how they facilitate beer tourism
- Successful strategies in promotion of beer tourism from a DMO perspective
- Education in and tasting of beer styles
Registration for the Beer Tourism Certificate Course is open to anyone 21 years of age and older and costs $195. You do not need to be registered for the entire conference but we think you will find it useful. Registration for the Beer Marketing & Tourism Conference costs from $395 to $495 depending on when you register and you can include this Certificate Course. You can also register for the course separately.
Mariah Calagione | Dogfish Head Craft Brewery
Mariah Calagione is “Co-founder & Communitarian” of Dogfish Head Craft Brewery, Dogfish Distilling Co., Dogfish Head Brewings & Eats, the Chesapeake & Maine restaurant, and Dogfish Inn. Dogfish, which is the 13th largest craft brewery in the United States, is renowned not only for its beers but for its beer tourism, including its restaurant, hotel, and many events. Mariah oversees marketing and social media for the company.
Julia Herz | Brewers Association
Julia is the Craft Beer Program Director for the Brewers Association, co-author of the free CraftBeer.com Beer & Food Course, and co-author of Beer Pairing (Voyageur Press). She is a life-long homebrewer, BJCP beer judge and Certified Cicerone®. She is also well-known as the dynamic voice of craft beer and the public face of the craft beer industry. Julia will provide an introduction to the industry and also an overview of beer styles.
Dr. Neil Reid | The Beer Professor
Dr. Neil Reid is 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 beer industry and its potential role in helping to revitalize neighborhood economies. He is currently writing a book titled Agritourism, Wine Tourism, and Craft Beer Tourism: Local Responses to Peripherality Through Tourism Niches.
Leroy Bridges | Visit St. Petersburg / Clearwater
Leroy Bridges is Vice President of Digital and Communications at Visit St. Petersburg / Clearwater, our local hosts for BMTC20. In his role, Leroy focuses on social and digital marketing and has been instrumental in the region’s promotion of its potential for beer tourism. Leroy developed the Gulp Coast marketing program for its craft breweries. In his seven years with Visit St. Petersburg / Clearwater, Leroy has specialized in digital media and content generation.
Allan Wright | Zephyr United
Allan Wright is the owner and founder of Zephyr United, which is the organizer of the Beer Marketing & Tourism Conference. The BMTC has four sibling conferences, including the Wine Marketing & Tourism Conference. Zephyr also operates Zephyr Adventures, an active travel company, and Taste Vacations, which creates beer, wine, and food tours around the world. Allan has been in the tourism industry for 22 years.