Reasons to Return: How to Promote Events Within Your Taproom
Reasons to return. That’s what it’s all about. You don’t just want a guest to visit your taproom, then spend the next year visiting the others in your area. The ultimate goal is to get them in, wow them, and have them already craving their next visit. Hosting well-planned events is one of the most powerful ways to create memorable experiences that keep guests coming back. Despite the growing importance of events for taprooms, there is still room for improvement in how businesses promote them.
We can joke all day long (it’s not a joke) that you can’t have enough signage in your taproom. Where to order? Where to sit? Where’s the bathroom? The more ways you can find to provide the necessary information to your guests, the smoother their experience will be. However, it’s not just about the current experience, it’s also about providing them with the information to make them desire a return.
On 45% of taproom visits, guests don’t see a clearly visible listing of upcoming events. Whether it’s a poster on the door, a tabletop sign, or a TV scrolling with the menu… nearly half of all taproom visits lack a visible list of future events.
This is a missed opportunity. Craft Beer Advisory Services sees that taproom visits mentioning a type of event (e.g., party, outing, baby shower) or entertainment element (e.g., live music, trivia, etc) have a large impact on generating return visits. In fact, guests are 20% more likely to indicate they’ll return when an event was part of their experience. For taprooms, this means making guests aware of future events they might enjoy can significantly boost the chance of repeat visits.
So, want to do a better job of sharing events with guests in your taproom? Here are three areas to maximize:
In-Taproom Signage and Displays
Prominent Signage: Use chalkboards, posters, and digital screens in high-traffic areas.
Community Event Wall: Create a space where guests can interact—like a community board with upcoming events, where they can leave notes or see how many are attending.
Event Countdown Board: Display a fun countdown to major events, building anticipation each time guests visit.
Table Toppers and Coasters: Place small displays on tables to catch guests' attention.
QR Code Access Points: Include QR codes on menus and tables that link directly to an events page.
Mini Flyers with Each Order: Include small flyers with each beer or food order, outlining upcoming events.
Printed Event Details on Receipts: For taprooms with printed receipts, add a note about upcoming events to the bottom of each one.
Staff
Encourage Staff to Mention Events: Train staff to inform guests about upcoming events during service.
Event Recommendations: Personal endorsements from bartenders or servers can pique interest and encourage guests to attend.
Extra Motivation
Discounted or Priority Tickets: Offer a small discount for tickets purchased in the taproom or an option for early sign-up, creating an incentive to commit on the spot.
Exclusive Offers for Attendees: Promote special incentives like “first drink free” for those who register for the event during their current visit.
The data was collected from a set of 1326 unique taproom visits from November 16, 2022 to February 27, 2024. Each tab represents 2 guests and includes tax and tip.