MAXIMIZING RETURNS FROM EFFECTIVE ALCOHOL SERVICE KAREN SHOSTAK, CFEE DIRECTOR OF SALES FRIENDS OF THE FESTIVAL OUTLINE WHO AM I WHO PROGRAM WRAP 10 TIPS RESULTS ARE WE DEVELOPMENT UP! • C.F.E.E. WITH NEARLY 14 YEARS OF MANY FESTIVAL PRODUCTION ASPECTS • STARTED IN HOSPITALITY INDUSTRY THEN NATIONAL CORPORATE EVENTS • HAMILTON COUNTY BEER BOARD • ALCOHOL SERVER TRAINING COMPANY FOR CORPORATIONS AND SPECIAL EVENTS WHO ARE WE • Non-profit Full Service Event Management Company in Chattanooga TN FRIENDSOF • Largest event produced annuallyFESTIVAL is EVENT MANAGEMENTTHE the RIVERBEND FESTIVAL • 37 years old in June 2018 • Attendance nearly ½ Million EVENT MANAGEMENT OPERATIONS VOLUNTEERS TALENT BUYING& PRODUCTION CONCESSIONSPR& | MARKETING& BAR SERVICESPONSORSHIP FRIENDS FESTIVAL EVENT MANAGEMENT WHO ARE WE • 5 Stages • Over 100 Bands • Over $29M Economic Impact • In June 2018, Riverbend Celebrated 37 years! By the numbers $450,000 Nearly ½ Million Attendees 10 tips Creating a responsible alcohol program That gives back! The only way to be exempt from making Most of a mistake is to not sell alcohol. our events sell alcohol Fair statement, Not realistic! So, a little advice... a little "How you prepare for service advice and how you engage in service will have everything to do with the outcome of service." THE STUDY www.corefestivals.com THE STUDY THE STUDY Best We only practices help! have seconds Choose your 1 team wisely Last line of defense! They1 represent your event & No matter if the team is a 3rd party vendor or a non-profit group Choose your are part of the team wisely overall experience! Riverbend @ a glance • BEER SALES > NON-PROFITS 350+ TO COVER ALL SHIFTS 1 • RAISING MONEY • PAID PER SERVING No matter if the team is a rd ONCE 3 party vendor or a non-profit group Choose your BALANCED team wisely OVER $300,000 back into the community! STAFF EXPECTATIONS Train 2 Teach & Repeat Before you sell the first beer… Training• CLEAR INSTRUCTIONSshould consist of: 2 • DRY RUNS • GUIDELINES TO REFER BACK TO Train • STAFF SHOULD KNOW WHAT TO Teach DO IN GIVEN SITUATIONS Training will make Repeat the difference! Training Model • PROPER ID PROTOCOL • HOW TO DEAL WITH INTOXICATED 2 GUESTS • EVENT SUPPLY CHAIN Train • LOGISTICS/RULES/SCHEDULES • REFRESH DURING THE EVENT Teach Training will make Repeat the difference! PLAN LOCATIONS AS THOUGH 3 YOU WERE A PATRON LOCATION LOCATION NOT JUST WHAT IS EASY LOCATION TO BREAK DOWN Location planning 1. Sales history of the area within your event 3 2. Is the area visible, is there power, water, space… LOCATION 3. Walk the site as a “Patron” LOCATION LOCATION “If it is hard to get to they will not buy!” MASTER YOUR 4 ORDER • Did I order enough!? • Did I order too much!? Did I order too much? • Will I order the right flavors and 4 make money!? Will I order the right flavors MASTER YOUR and make money? ORDER Breathe! Sales History Did I order too much? 4 & Will I order the right flavors MASTER YOUR Margin Reports and make money? ORDER Sales history by location | Compare Years PREVIOUS YEAR CURRENT YEAR SORTED BY SALES RANKING SORTED BY SALES RANKING % OF TOTAL % OF TOTAL Did I order too much? STATION PACKAGED STATION PACKAGED STATION # LOCATION SALES STATION # LOCATION SALES 11 THE T 17% 10 THE T 21% 3 CONCESSIONS ROW 17% 3 CONCESSIONS ROW 16% 9 MAIN GATE 14% 8 MAIN GATE 14% Will I order the right flavors 10 AQUARIUM 12% 4 WEST PIER 14% 4 WEST PIER 11% 9 AQUARIUM 11% 13 UNUM 9% 12 UNUM 10% 8 WF SEATING 6% 13 KANGAROO CONCESSIONS ROW 9% POWER ALLEY (NEXT TO 5 6% 5 POWER ALLEY (NEXT TO SKYBOX) 7% and make money? SKYBOX) 1 KANGAROO CONCESSIONS ROW 5% 7 WF SEATING 7% 12 RIVER STAGE 2% 11 RIVER STAGE 3% 100% 100% Packaged Beer Stats Flavor Profile | Compare Years Drill down on flavor sales| First for the overall event Did I order too much? Will I order the right flavors and make money? Flavor Profile by location | Compare Years Drill down on flavor sales| Then by location Did I order too much? Will I order the right flavors and make money? Buy smart and price it right! The equation (PRICE TO CONSUMER - ALL COSTS PER SERVING) / PRICE TO THE CONSUMER = PRODUCT MARGIN All costs PRICE TO Brand Serving Cost Ice cost (.003) Seller payment Margin PER SERVING CONSUMER Bud/BL $ 1.05 $ 0.003 $ 0.35 $ 1.40 $ 6.00 76.67% Did I order too much? 4 Know what to order Where to sell it &Will I order the right flavors How much to sell it for and make money? MASTER YOUR ORDER Stocking 5 Your Lineup will effect Grids your nightly sales What’s the % How much should you stock tonight!? Let’s say this is your line up ZZ WARD/THOMAS RHETT FRIDAY BLOOD SWEAT&TEARS/HEART SATURDAY TRAMPLED BY TURTLES/CHRIS YOUNG SUNDAY BLACKBERRY SMOKE/BRETT ELDREGE WEDNESDAY SALT-N-PEPA/UMPHRIES MCGEE THURSDAY SHOVELS N ROPE/REO SPEEDWAGON FRIDAY MUMMIES/38 SPECIAL SATURDAY What were sales? What is the flavor profile for this location? What is anticipated % of sales for each night? • Example stocking grid: 1. Evaluate sales from previous year and case order for current year 2. Evaluate Flavor profile for the location 3. Evaluate % of sales anticipated each night 4. Extract cases/flavors based on nightly % 5. Moniter progress 6 Ample Storage = Fewer Transactions 6 • Ample storage allows for fewer Storage deliveries • Fewer invoices per location For • What is left, is what did not sell Stock Size up your order compared to the size of the storage! Proper Staffing 7 = Happy workers & Reduced risk of making a mistake • Ample staffing can mean: • Workers not overwhelmed • Reduced risk of making a 7 mistake. Staff can be assigned a job • Without feeling overwhelmed or Staff overworked, your staff has the opportunity to do a good job and even enjoy the sales process Queue it up! 8 Create a flow that even you wouldn’t mind waiting in! Think Disney! • Corral your guests • ONE WAY IN, ONE WAY OUT • Traffic pattern is for safety & 8 convenience • Take care of each guest in an organized way (checking each ID Queue are they intoxicated) It Up! • Snake lines: Appearance is that the line is not “A mile long” • Guide guests away from neighbor 9 Your friends wear a badge, Work together! Think Safety! • Planning programs that involve alcohol, should always include your emergency services teams 9 • Your event & these teams must always be on the same page • They are trained for large gatherings and are an invaluable resource! 1 0 Check Yourself! 1 0 Check Yourself! • Just when you think you have a flawless system, you find a problem. • Compliance checks and secret shopper programs are a proactive measure and may catch a weak area. 1 0 Ways to check 1. You can use a qualified underage participant to check your ID process. IMPORTANT NOTE: Do not serve alcohol to underage guests. This check is only to examine your ID Protocol at your event. 1 0 Ways to check • Done in partnership with the police department. • Looking for any issues that could be introdued because of setup, staffing, or patrons. This approach could curve a potential violation or citation! LET’S REVIEW 1. CHOOSE YOUR TEAM WISELY SUMMING 2. TRAIN TEACH REPEAT 3. PLAN YOUR LOCATIONS LIKE A IT UP! PATRON 4. MASTER YOUR ORDER 5. STOCKING GRIDS 6. AMPLE STORAGE PLAN 7. PROPER STAFFING 8. QUEUE IT UP! 9. WORKING WITH THE POLICE 10. CHECK YOURSELF Here is a glimpse at the Riverbend Festival But pictures aren’t enough… Some events have special meaning… FRIENDS FESTIVAL EVENT MANAGEMENT FRIENDS FESTIVAL EVENT MANAGEMENT JULY 16, 2015 SEPTEMBER 16, 2015 FRIENDS FESTIVAL EVENT MANAGEMENT FRIENDS FESTIVAL EVENT MANAGEMENT NEARLY ½ MIILLION RAISED Stay Karen Shostak, CFEE In Director of Sales Touch! Friends of the Festival 423-394-2212 [email protected] Good luck with your events!.