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POST-EVENT REPORT 2016 “GABF Provides an Incredible Opportunity to Support Our Current Customers and Meet New Prospects

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POST-EVENT REPORT 2016 “GABF Provides an Incredible Opportunity to Support Our Current Customers and Meet New Prospects POST-EVENT REPORT 2016 “GABF provides an incredible opportunity to support our current customers and meet new prospects. We partner with craft brewers all over the country who are seeking capital to expand, so to be able to connect with all of these folks in one place at the industry’s biggest event is highly valuable. The exposure we gain by sharing a beer with brewers and owners in such a cool atmosphere, as well as them seeing our logo around the venue, is great!” Randall Behrens & Tracy Sheppard, Senior Loan Officers Live Oak Bank (Non-Exhibiting Supporter) “We needed to be at GABF in order to hear directly from our potential consumers. We are looking to design & build products that complement not complicate lives. We have one, the Vessi Fermentor, that we think is a great start. But, it was imperative that we get it out in front of the beer community. Plus, it was a blast to be a part of GABF!” Noel Dolan, Sr. Marketing & Open Innovation Manager VessiTM Fermentor & Dispenser (Premier Supporter) Facts + Figures October 6–8, 2016 • Colorado Convention Center Awards Ceremony • October 8 ATTENDANCE (DURING FOUR TASTING SESSIONS) VOLUNTEERS 2014 2015 2016 2014 2015 2016 49,000 60,000 60,000 3,390 3,572 3,732 50,155 hours 55,188 hours 57,681 hours FESTIVAL BEER COMPETITION BEER 2014 2015 2016 2014 2015 2016 3,500+ 3,800 3,800+ 5,507 6,647 7,227 BEERS BEERS BEERS BEERS BEERS BEERS 710 breweries 750 breweries 780 breweries 1,309 breweries 1,552 breweries 1,752 breweries COMPETITION FACTS Judging Sessions: 6 Medals awarded: 286 medals plus 3 Pro-Am Judges: 264 judges from 15 countries Beer-style categories evaluated: 96 plus GABF Pro-Am Average # of beers entered in each category: 75 beers Category with highest number of entries: American-Style India Pale Ale, 312 Attendee Demographic Information Age: How many times have Do you live in the Greater 21-24 . 3% Denver area? 25-34 . 36% you attended GABF? Yes . 27% 35-44 . 30% 1-2 Times No . 73% 45-54 . 19% 26% 55+ . 12% First Time 3-5 Times Activities attendees enjoy: Average . 35 .3 years 37% 21% Pubs/Breweries . 91% Travel/Vacation . 83% Gender: Dining . 70% 6+ Times Male . 72% Camping/Hiking . 68% Female . 28% 16% Sporting Events . 64% Live Music/Concerts . 64% Marital status: How Often Do You Cooking . 61% Single . 35% Purchase Craft Beer? Homebrewing . 51% Married . 62% Not at All Recreational Sports . 44% Other . 3% 1% Skiing/Snowboarding . 41% Running . 31% 5+ Times Cycling . 30% Combined household income: /Month 1-4 Times Hunting/Fishing . 24% $110K+ . 49% 51% /Month $90K-$109K . 17% 48% Casinos . 23% $60K-$89K . 18% Off-roading/Snowmobiling . 14% $35K-$59K . 12% Climbing . 12% Under $34K . 4% How Often Do You Visit What was your primary mode Educational level: Your Local Brewery/Pub? of transit to the event? High School and below . 11% (select all that apply) Undergraduate Degree . 52% Not at All Walk . 37% Graduate Degree . 37% 2% Public Transit . 35% 5+ Times/ Taxi . 19% Month Drive . 16% Are you a homebrewer? 36% Yes . 51% Carpool/Dropoff . 19% 1-4 Times/Month Bike . 1% No . 35% 62% Would like to start . 14% “Carhartt is proud to be a part of the Great American Beer Festival. It is a unique event that allows us to reach tens of thousands of customers in one space. It is showcasing the talent and hard work of men and women from across the country and celebrating their success. From start to fin- ish we are glad to support the teams who really epitomize “Outworking Them All” to make the event go off without a hitch. We are excited to see what future festivals bring!” Anna Metcalf, Associate Manager of Strategic Partnerships Carhartt (Official Level Sponsor) Sponsorship Benefits Sponsorship Recognition • Event Marketing Billboards Print Advertising Website 24 billboards plus light DRAFT magazine There were 579,408 visits and rail wrap and posters placed in (1) full color ad . 1,227,050 page views on the the Denver, Boulder and Fort GABF website between July Collins metro areas for 5 weeks . BeerAdvocate magazine and October . (1) full color ad . Emails Online & Social Media Multiple HTML emails sent Planet Bluegrass Over 58,800 Likes to over 200,000 American (1) full color ad in Telluride on Facebook . Homebrewers Association Bluegrass Festival Program . members, non-members, (1) full color ad in RockyGrass More than 36,400 Twitter Brewers Association members Festival Program . followers with significant and past festival attendees . #GABF conversation; #GABF Boulder Weekly periodical trended nationally on Saturday, News Releases (3) full color ads . October 8 . Two news releases distributed to local, national and Television Over 16,500 Instagram beer media . 852 30-second spots followers . on Comcast television Postcards network broadcast in Denver 350,000 impressions on 14,000 distributed to metro area . comcast .net . homebrew shops and clubs, bars, breweries, American Programs Thousands of impressions Homebrewers Association More than 37,775 distributed on Clear Channel websites members and others . to festival attendees . and e-newsletters, Ticketmaster .com and other Posters Ticket Giveaways blogs and websites . 4,600 distributed to breweries, Radio partners 97 .3 KBCO, bars, liquor stores, homebrew 103 .5 The Fox, 850 KOA gave shops and clubs . away tickets online and on-air . as did other sponsors and exhibitors . “GABF offers several opportunities to connect with our customers. Through the event itself, and the fact it draws so many brewers and brewery owners, it offers a place and time where our craft brewing customers are in high concentration and good spirits; this allows to have face-to-face meetings, conduct hop selection remotely, and/or just have casual interactions. By having a booth in the Homebrew Marketplace, we also connect with homebrew shop owners, and the homebrewers themselves; this is a great way to promote our key ingredient lines.” Jake Keeler, Director of Marketing Brewers Supply Group (Premier Supporter) Festival Marketing Light Rail Wrap and Poster Official Website Billboards Television Social Media Advertisements Posters My GABF App Postcards Thanks to our sponsors for their generous support! Brewer & Badged Personnel Restrooms DD 40 RESTROOMS 39 LOUNGE FOOD CARTS MORE RESTROOMS OUTSIDE ON DOCKS 34 ® J E R 34 18 18 17 COMPANY 32 34 LLAGASH Foundation Wildland Fire 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 BREWING 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 A 18 19 20 21 22 23 24 25 26 27 28 29 30 31 34 1 U 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 15 14 13 12 11 10 9 8 7 6 5 4 3 2 17 1 17 1 17 16 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 M BREWER 1 ENTRANCE 18 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 I Q D 17 18 1 28 29 30 31 32 33 17 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 28 29 30 31 32 33 19 20 21 22 23 24 25 26 27 1 19 20 21 22 23 24 25 26 27 18 19 20 21 22 23 24 25 26 27 28 29 30 31 L Mormons INFO 36 Relief 38 Trinket 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 18 Foundry 15 14 13 12 11 10 9 8 7 6 5 4 3 2 & Disaster X-Communicated 34 Colorado Flood 17 1 16 1 17 cheese 37 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 35 205 1 ® H 18 C P 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 17 Pantone C - 0% M - 3% Y - 20% B - 0% 34 34 (Featured Brewery Sponsor) 871 (metallic) ® Pantone C - 0% M - 13% Y - 55% B - 42% 1 17 K 32 T . ds 279 ® ndar a 34 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 18 19 20 21 22 23 24 25 26 27 28 29 30 31 Color St ® Pantone C - 69% M - 34% Y - 0% B - 0% E ON T . PAN nc I he , t e h n c o s t t n a ma ® o f P t o ed 4 Color d n e t ® demark in t o tra n d e re r a te 2758 s e r ® egi r a s i hown he ® s E N rs Pantone C - 100% M - 76% Y - 0% B - 38% O olo c e PANT Th * 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 Blue Moon Banner/Moon— 1 41 RESTROOMS 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 16 15 14 13 12 11 10 9 8 7 6 5 4 3 2 15 14 13 12 11 10 9 8 7 6 5 4 3 2 17 1 16 Figueroa Mountain Brewing Co.
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