25 OCTOBER - 3 NOVEMBER 2019 EVENT INFORMATION PACK - www.sydneybeerweek.com.au - Sydney Beer Week
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25 OCTOBER - 3 NOVEMBER 2019
EVENT INFORMATION PACK
www.sydneybeerweek.com.au
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www.sydneybeerweek.com.au
www.sydneybeerweek.com.au
WHAT IS SYDNEY
BEER WEEK?
S
ydney Beer Week is the biggest and best We have a team with a broad range
celebration of beer in Sydney. Our vision is to of expertise across the beer, events,
deliver a world class celebration of beer for hospitality, and tourism industries and
consumers, producers, venues and communities. hope to cement the festival’s presence on
Starting as a single event in 2009 and becoming a week Sydney’s event calendar.
long festival in 2011, it has now grown to include around
130 events across 100 venues. Our Values
Sydney Beer Week continues to expand its footprint Sydney Beer Week will be guided by our
across more of Sydney and surrounds, offering more passion and commitment to:
consumers and businesses an opportunity to be involved. 1. Curate and activate a festival that makes unique and
inclusive beer experiences and events accessible to the
We welcome breweries from around the world to
people of Greater Sydney, locals and visitors alike.
participate in SBW, working with local business to
develop a platform for NSW breweries to showcase their 2. Spread the word of our home State’s local beer history
products against the competition and prove it’s on par and culture. Australian beer was born in Sydney after all.
with the best in the world.
3. Foster goodwill within the beer community through
Who runs Sydney Beer Week? a commitment to professionalism and continuous
improvement.
Dave’s Travel and Events Group (DTEG) took charge
4. Promote beer as an integral part of Sydney’s culture,
of Sydney Beer Week in 2017. DTEG started as Dave’s
facilitating collaborations where beer meets food, art, music,
Brewery Tours - NSW’s only craft beer and brewery tour
tech and beyond.
operator specialising in giving guests behind the scenes
experiences of the local beer community. DTEG has grown
to offer tours in Canberra, Newcastle/ Hunter Region and
also includes Dave’s Pub Walks and Dave’s Events.
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www.sydneybeerweek.com.au
www.sydneybeerweek.com.au
KEY DATES
Registrations open 22 March
Registrations close 3 May
Late registrations close with late fee of $150* 17 May
Notifications of event acceptance 24 May
Event information finalised for festival App 7 June
Event information for website 7 June
Festival program launch (events on sale) 2 August
SBW19 Festival 25 October - 3 November
*ex-GST
www.sydneybeerweek.com.au 3
EVENT
CRITERIA
What types of events will be part Selection Criteria
of Sydney Beer Week 2019?
We anticipate a very large number of registrations this year and in order to
In order to be a part of Sydney Beer Week 2019 keep the program at an appropriate size, the Sydney Beer Week team have a
your event must: number of criteria we use when deciding which events will make the cut.
• Feature beer as the main focus of the event 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
• Practice and promote responsible service and (how much your event will cost the festival goer) and diversity of style (the kind
consumption of alcohol of event you wish to run - tap takeovers, food-based events, etc). All of these
• Differ from a venue’s normal trade - something things are considered together when assessing your event
special for the festival We look for an even spread of events over the whole week, taking into account
• Place beer in a fun, informative and non- all of the items listed in the point above. For example, we may allow five
pretentious environment degustations in one night if those events are spread out over a 50km radius
• Aligns with the Festival Values (listed above) Creativity is key! We will always favour events that are unique. We love tap
takeovers and so do the public, however we strongly encourage events that
• Fall within one of the Festival Event Streams attempt to break new ground. Any event that highlights regional NSW beer
(listed on page 5) and breweries, we will also favour.
In the event that your event clashes with another for any of the reasons above,
the Sydney Beer Week team will get in contact to try and offer a solution before
we disallow your event. That might be a recommendation of a change of date
or time.
Any unsuccessful event registrations will have their registration fee refunded
minus a 10% admin fee.
www.sydneybeerweek.com.au 4
EVENT
CATEGORIES
Activities
Anything that includes an activity in addition to beer drinking. Examples include
brewery tours, trivia nights, sports tournaments, etc.
Food
Events that match food with beer, use food as an ingredient in beer, or utilise beer
in cooking. Examples include beergustations, beer & cheese matching, beer vs
wine events, boilermaker nights, etc.
Education
Events designed to improve knowledge of beer styles, beer history or beer
culture. Examples include trivia nights, beer style education, faults & flavours
courses, pub walks, etc.
Showcase
This is where the beer served at your event is one particular style, from one
brewery or one region. Examples include tap takeovers, tinnie fests or meet the
brewer nights.
Industry
Events for those who work or want to work in the beer industry. Examples include
seminars on brewing techniques or ingredients and educational classes.
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www.sydneybeerweek.com.au
www.sydneybeerweek.com.au
HOW MUCH WILL IT
COST ME?
Event Type Event Capacity Fee (ex GST) Description
Small - Ticketed * 1-30 $295 Small events for up to 30 people that requires a ticket e.g intimate beer and food pairing.
Small - Free 1-30 $375 Small events that are free to enter for up to 30 guests e.g bottle shop tastings.
Medium - Ticketed * 31-100 $455 Standard SBW events that are ticketed for up to 100 guests e.g activities or classes.
Medium - Free 31- 100 $575 Standard SBW events that are open to the public for up to 100 guests. e.g tap takeovers or tinnie fests
Large - Ticketed * or Free 101+ $670 Large events of over 100 people, either free or ticketed e.g large scale activations or beer festivals
Weeklong Event - Free Entry Unlimited $450 For weeklong events. Such as beer and food specials or weeklong themed tap takeovers.
Must run through the entire week.
Regional# - Free or Ticketed * Unlimited $295 For any event held outside the Greater Sydney Region.
* Ticketed events will attract a booking fee to cover the fees and charges of delivering the ticketing system. When setting your ticket price, it is recommended to include these fees so they
are paid for by the punter not you the event holder. Fees and charges outlined on page 8 “Ticketing”.
#Greater Sydney is defined as being bound by Penrith in the West, Campbelltown in the South, and the Hawkesbury River in the North.
Please note:
Weeklong Events – You must host the same style of event each day for the whole duration of the festival (25 October - 3rd November). If you are running different events
throughout the week you must register each event separately.
Free Events – Free events have a higher registration fee to cover admin fees as there is no booking fee for these events.
Event Cancellation Charges
If you need to cancel your SBW event for any reason, please contact the SBW team as soon as possible. Our cancellation and refund policy is as follows
Event Cancellation Notification Date Refund Amount
Prior to Festival App deadline (7 June 2019) 75%
8 June – 20 September 2019 50%
21 September 2019 Onwards No Refund
www.sydneybeerweek.com.au 6
WHAT DO I GET FOR
MY REGISTRATION FEE?
S
ydney Beer Week will be promoted via an integrated marketing and
communications plan which aims to encourage participation at events, increase
sales of ticketed events and to provide updated information in the lead up to
and during the festival and raise the profile of Sydney’s beer culture. A key focus
for SBW19 will be improving the user experience for event holders and organisers.
In addition to overall festival publicity and marketing activity, all events accepted to
SBW19 will benefit from the below exposure and services:
• Listing in official SBW19 festival App
• Listing on official SBW19 website, including event description, imagery and links to
event ticketing platform
• Inclusion in SBW19 announcements on Sydney Beer Week social platforms
(facebook and Instagram)
• Rights to use SBW19 promotional logos and imagery on event marketing materials
• Access to SBW19 event holder decal
• Access to SBW19 marketing tools e.g. social media artwork, press release
templates
• Access to SBW team for advice including event development and promotion
• Opportunity to be involved in media program via expression of interest
• Opportunity to boost your event via SBW social media channels
• Inclusion in Sydney Beer Week eDM’s over the course of the program
If you are interested in further advertising opportunities on Sydney Beer Week
platforms please contact Leone Cruden at leone@sydneybeerweek.com.au
www.sydneybeerweek.com.au 7TICKETING
• All event ticket sales are to be directed and processed through the SBW website (sydneybeerweek.com.au).
• Through the festival event holder dashboard you will have access to your ticket sales, ticket reports and attendee
data.
• You will have access to printable door lists.
• You are allowed to sell tickets to your event on the door. SBW will request details of door sales in our post event
communications with you.
• All funds will be collected by SBW and distributed to event holders, upon receipt of a valid tax invoice, no more than
20 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.
• Ticketed events will attract a booking fee to cover the fees and charges associated with delivering the ticketing
system. This year booking fees will be included in final ticket prices as per the outline below, all printed and advertised
ticket prices will include all booking fees and GST. When setting your ticket price, it is recommended to include these
fees so they are paid for by the punter not you the event holder.
• The SBW team will confirm your final advertised ticket price including booking fees and GST before the festival App
deadline.
Ticketing Fees & Charges
Eventbrite service fee: 99c/ticket + 2% (capped at $4)
Eventbrite process fee: + 2% of gross ticket sales
** When setting your ticket price, it is recommended to include these fees so they are paid for by the punter not you
the event holder.
www.sydneybeerweek.com.au 8TERMS +
CONDITIONS
To hold an event during SBW19 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 SBW logo on all of your marketing and promotional
material for your event/s. The SBW promotional calendar will be extensive,
however event holders are expected to promote their events via their own
social media and marketing channels to maximise exposure.
• The SBW team may send media to your event to generate coverage for the
good of the festival. Any media tickets will be at an agreed discounted rate
between the venue and SBW. The SBW team may also send our social media
team and photographers to your event. You are not expected to provide
them with a full ticket entry. We do ask they gain access to your event for the
purposes of festival promotion and reporting.
• You must allocate up to three tickets to your event for SBW. 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 leone@sydneybeerweek.com.au
• You agree to take full responsibility for the planning and operation of your
event. SBW or any affiliated companies will not be responsible in any way for
the events you host.
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www.sydneybeerweek.com.au
www.sydneybeerweek.com.auCONTACT US
Leone Cruden
0410 432 572
leone@sydneybeerweek.com.au
www.sydneybeerweek.com.au
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www.sydneybeerweek.com.au
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