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BEERS Summer Fest: Festivals only look easy to put on

These photos were taken at the inaugural BEERS Summer Fest, which was held Saturday at The REEF, Chair Parking Lot in downtown Los Angeles. As one might guess, I am approached on a regular basis to promote craft beer festivals; some are large, well established events and others are smaller inaugural events. Some inaugural events are bigger and more successful than expected and others are probably not going to have a second annual event. Since there are a lot of newer beer festivals that seem to get the beer donated and donate a very small portion of the proceeds to a charity so they can get the permit, I have decided to start asking questions about how much actually will be donated before I consider promoting the event. Of even more importance is whether or not I think I will go to it; because I am not in the habit of promoting events that I am not attending.

When I was first approached about promoting the BEERS Magazine BEERS Summer Fest I was taken aback when I saw the pricing structure. $10 to get in, all of which would go to the charity; then $25 for the pint glass that you would get your beer poured in. No glass, no beer. I could not recall any event that I have attended that used this method. There was a $5.00 discount if you pre-paid for your glass, but when I inquired about getting an additional discount for my readers I was told they could not do that. So I started to wonder how much they were paying for the glassware. Continue reading

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