2015 Event Holder Information

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2 KEY DATES Registrations open... Mar 9th Registrations close... Apr10th Registrations close (w/ late fee of $150)... Apr 24th Notification of acceptance into SCBW... May 1st Event info finalised for print... May 31st Event info finalised for web... Jun 30th Festival and program announced. Tickets on sale... Jul 28th SCBW Opening Gala event... Oct 16th SCBW festival week... Oct 17th - 25th

3 WHAT IS SCBW Sydney Craft Beer Week has its genesis in Melbourne of all places. Back in 2009 some crazy beer fans calling themselves Beermen.TV held the very first Hair of The Dog Breakfast as part of the Australian International Beer Awards (AIBAs). The concept was simple - grab all the brewers the morning after their big awards night and serve up some incredible breakfast matched with beer. The event was a sell out in the first year and is still runs today. At the time the Sydney craft beer scene was still in its infancy, and so the Beermen being from Sydney decided they should do something about that. And Sydney Craft beer Week was born. In its first year there were but 13 events across 5 venues. Humble beginnings indeed. In its 4th year Sydney Craft Beer Week had a program of 130 events in over 60 venues, international breweries from the US, England and New Zealand in attendance and a record number of ticket sold. There were over 30 beers created and tapped just for Sydney Craft Beer Week, and Sydney breweries opened their doors to the Sydney public for the first time. SCBW is Sydney s largest craft beer festival, and celebrates all that is exciting about the craft beer culture and lifestyle. Sydney Craft Beer Week s vision is Better Beer for Sydney and it s in this spirit that we launch the event application process for WHAT S NEW IN 2015 Craft beer is booming in Sydney and in no small part due to the success of Sydney Craft Beer Week. As the festival grows, so do our offerings. There are lots of new things happening this year but some of the highlights include: Three official SCBW events including the return of the hugely successful Gala event. In addition to this opening party, there will be a closing event and something during the week as well. More details to follow Increased efforts to expand the markets that SCBW reach A hugely expanded marketing program, include 2 times more programs and posters than in 2014, mobile apps and much more The Unique to SCBW Badge (more on that on the next page)

4 HOLDING AN EVENT DURING SCBW Event Eligibility In order to hold an event as part of the SCBW program: Your event must feature craft beer as the hero, and must celebrate craft beer and craft beer culture Your event must be held during the festival week October 17th - 25th 2015 NEW THIS YEAR Unique to SCBW Badge SCBW s mission of Better Beer for Sydney is being highlighted in a new way this year, with the creation of a new form of recognition and reward; the Unique to SCBW Badge. How to get the Unique to SCBW Badge Hold an event which is uniquely different to anything that has been done around Australia previously. Present a beer that is unique to Sydney Craft Beer Week, such a special collaboration beer, or something brewed just for SCBW. What you get if you are awarded a Unique to SCBW Badge Inclusion on the Unique to SCBW page on the SCBW website, mobile app & program Inclusion in a dedicated press release about Unique to SCBW events, which will assist in interstate and international promotion of your event, venue and beers. Guaranteed profiling of event by photographers and/or media during SCBW A visual badge that is placed on your event image on the SCBW website, social media, on the mobile app, in the program and on other marketing collateral. There is no additional fee for this.

5 Selection Criteria We have a very large number of registrations every year and in order to keep the program at an appropriate size, the SCBW committee have a number of criteria they use when deciding which events will make the cut. Diversity: we strive to make sure the program is as diverse as possible. This includes geographic diversity (where your event is being held), price diversity (how much your event will cost the punter) and diversity of style (the kind of event you wish to run - tap takeovers, food based events etc). All of these things are considered together when assessing your event We look for an even spread of events over the whole week, taking in to account all of the items listed in the point above. For example, we may allow 5 degustations in one night if those events are spread out over a 50km radius Creativity is key! We will always favour events that are unique. We love tap takeovers and so do the public, however we will always favour events that attempt to break new ground

6 Event Categories Please use the suggestions below as a guide to choosing the correct category for your event - you will only be able to choose one category as part of the registration process. If you are holding an event that runs for the entire week, please make sure you choose Weekly Special at this step, so that the reduced registration fee rate can be applied to your application. Beer Geek Tap takeovers, masterclasses, tasting events, meet the brewer etc For Everyone Special events, fun & games Foodie Degustations, food matching, food & beer deals Weekly Special All week long events

7 WHAT YOU GET Registering an event for Sydney Craft beer Week gets you the following benefits: Marketing and PR Your own event landing page on sydneycraftbeerweek.com with your own unique URL. Event listing in the 2015 SCBW printed program (min. distribution of 20,000) Short event listing on sydneycraftbeerweek.com Official SCBW programs for your venue Official SCBW posters for venue (2-3) Official SCBW web tile to use on your website Official SCBW web banners for social media SCBW logo for use on your own promotional material Your event will receive support from SCBW publicists where appropriate Regular social media promotion through SCBW Twitter, Instagram and Facebook Support from SCBW media partners Time Out Sydney, FBi Radio and Beer and Brewer Media releases sent out on behalf of SCBW Street poster campaigns in Sydney Support from SCBW Staff SCBW has a very dedicated base of staff and volunteers who are both passionate about craft beer, and pretty darn good at the following: Marketing, PR, social media Event management They re really connected to brewers, venues and media. Take advantage! Branding and how to make your event stand out from the pack. Registering an event entitles you to conversations with these guys whenever you feel the need. Make the most of it!

8 2014 MARKETING 2014 Festival poster 2014 Gala event poster 2014 Official Program

9 2014 Illustrated venue map

10 YOUR RESPONSIBILITIES Registering an event carries some responsibility. The SCBW team is committed to delivering the highest calibre of festival and as such each event holder will need to ensure they do the following: Give lots of thought to your event. It s a competitive week and if you want to succeed, your event will need to be of the highest calibre You must undergo your own marketing and publicity campaign. You must not rely solely on SCBW marketing efforts. You are responsible for organising each event you register. SCBW will not take responsibility for any aspects of your events. You must have all the necessary insurances and indemnities. Manage your own event listings through the SCBW Event Holder Dashboard TICKETING Sydney Craft Beer Week will manage all ticket sales through sydneycraftbeerweek.com. SCBW will add a total of 15% on to the top of your nominated ticket price. This is broken down in to a 10% take on tickets for SCBW and 5% to cover all other charges including credit card fees, processing fees, bank fees, ticketing fees etc. This is after feedback we received in 2013 calling for a simplifier ticketing fee structure. Through the event dashboard you will have access to your ticket sales, ticket reports and attendee data. You will have access to printable door lists. You will have access to a mobile app for scanning tickets (digital and physical). All funds will be collected by SCBW and distributed to event holders, upon receipt of a valid tax invoice, no more than 15 business days after the festival concludes. If you cancel your event, all ticketing income will be refunded to patrons, minus ticketing and credit card fees.

11 TERMS AND CONDITIONS To hold an event during SCBW you must comply with the following: Comply with all appropriate legislation, both federal and state, including OLGR requirements relevant to you You must use the SCBW logo on all of your marketing and promotional material for the event You must obtain approval of all uses of the SCBW logo You must allocate up to 3 tickets to your event for SCBW. These will be used for media, photographers, sponsors and Marketing/PR staff. If your event capacity is low and you feel this is unreasonable, you must get in touch with You agree to take full responsibility for the planning and operation of your event. SCBW or any affiliated companies will not be responsible in any way for the events you host. You agree to and adhere to the full event holder terms and conditions: https://www.sydneycraftbeerweek.com/event-holder-terms-and-conditions/ REGISTRATION FEES Our registration fees are amongst the lowest in the country. After receiving feedback in 2014, we have simplified our registration fees. While some fees have increased for the first time since 2013, other fees have been reduced and the overall result should be the majority of event holders will have lower registration fees. All money collected from registration fees and ticketing go towards marketing the festival and your events. WEEKLY SPECIALS Must be an event running throughout the entire week. Designed for weekly drink/food specials, tap themes that last all week SMALL EVENT Small events of up to 30 people, bottle shop events or regional events MEDIUM EVENT Standard SCBW event LARGE EVENT Any large scale event, fair or showcase event CAPACITY REG. FEE $242 ($220 + $22 GST) $275 ($250 + $25 GST) $440 ($400 + $40 GST) $990 ($900 + $90 GST)

12 QUESTIONS AND FEEDBACK Registration & events Website or technical in nature Sponsorship & marketing FOLLOW US Facebook sydneycraftbeerweek #scbw15 #scbw15

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