Lessons learned. Guidance for the future.

Where BeerFest began

BeerFest began long before the doors opened. The original concept went through years of research, planning and development before the first Beer and Wine Festival was presented at Festival Place in Sherwood Park.

Many people contributed their knowledge and energy during those formative years. Some have since gone on to work with, produce or oversee some of Canada's largest festivals and cultural events. Their contributions remain part of BeerFest's foundation. Learn more about the festival's milestones in the BeerFest Festival History.

Following Festival Place, BeerFest presented its first ticketed Edmonton festival at Dinwoodie Lounge at the University of Alberta. That event demonstrated Edmonton's interest in a dedicated beer festival and helped establish what would eventually become Edmonton's International BeerFest and BeerFest Days.

What touring Alberta taught us

During BeerFest's first decade, our team produced festivals and activations in Edmonton, Sherwood Park, Red Deer, Lethbridge, Calgary and Grande Prairie.

These events gave breweries and beverage brands opportunities to enter new markets, meet consumers and introduce products across Alberta. They also taught us that a successful consumer event does not automatically produce lasting benefits for its host community.

The Sherwood Park event concluded after 2009. Because of its proximity to Edmonton, we believed operating both events risked dividing attendees, sponsors, vendors and promotional resources instead of expanding the overall audience.

The Red Deer festival concluded after 2011. We valued our work with the hospitality program at Red Deer College, but learned that long-term growth required more than an outside festival producer. It needed locally based leadership, business participation, sponsors, suppliers and year-round community relationships.

As more events were added, we began seeing signs of industry fatigue. Breweries, agencies and sponsors were being asked to participate in several shows using the same limited budgets and teams. Displays became smaller, activations became more standardized and participants had fewer resources available to create meaningful experiences.

Each additional event also drew from many of the same attendees, sponsors and industry partners supporting Edmonton. Our growth began to plateau.

The Grande Prairie turning point

Our 2015 Grande Prairie festival became an important turning point. Local business-licensing requirements and additional civic approvals encouraged us to examine more closely how a travelling festival interacted with its host city.

Breweries and agencies could bring products into the community from elsewhere. Liquor orders could be processed in Edmonton and delivered to Grande Prairie. Out-of-area hospitality businesses could participate alongside local restaurants and operators.

These activities were not inherently wrong. The important realization was that attendance and product sales alone did not guarantee that sufficient value remained within the host community.

• Were local businesses meaningfully involved?
• Were local hospitality operators benefiting?
• Were local artists, workers and suppliers being hired?
• Could attendees understand where products originated?
• Were sponsorship and industry resources spread too thinly?
• What benefits remained after the festival left?

A product being licensed for sale in Alberta does not necessarily make it local to Edmonton—or to the community where it is being presented. Geographic descriptions must be accurate so consumers understand where products and businesses originate.

We realized that our touring model had become too similar to a consumer show moving between cities. People attended and enjoyed the events, but we were not always creating the lasting relationships and measurable community benefits that we wanted BeerFest to represent.

A festival using a community's name has a responsibility to contribute to that community.

Why BeerFest stopped touring

BeerFest stopped touring in 2015 and chose to concentrate its experience, investment and relationships in one destination: Edmonton—Alberta's capital and one of Canada's great festival cities.

Instead of asking sponsors, breweries, agencies and production teams to divide their resources among several similar events, those resources could support one stronger festival.

Attendees could travel to Edmonton from across Alberta, Canada and international markets. Their visits could support Edmonton accommodations, restaurants, venues, transportation providers, artists, suppliers and tourism businesses.

This was not a decision to oppose independent events or prevent new ideas. Independent organizers, causes and festivals remain essential to a healthy cultural community.

The lesson was that repeatedly competing for the same limited participants, sponsors and audiences can weaken everyone's ability to grow. Voluntary collaboration can produce a stronger platform while allowing each organizer to preserve their identity and purpose.

Guidance for the future

BeerFest's experience now guides how BeerFest Days evaluates participation and partnerships.

Bring your festival idea

Existing beer, wine, spirits, craft-beverage, food, music and cultural-event organizers are invited to participate. Cultural associations, multicultural organizations and community-led groups are also invited to celebrate a national, regional or cultural beverage tradition. BeerFest Days does not need to take ownership of your concept, identity or cause. Our goal is to help compatible ideas benefit from shared infrastructure, audiences and purpose.

Eligible liquor stores may propose unique product showcases in an approved available venue. Bars and restaurants may propose a BeerFest inside their existing licensed premises. Concert promoters may create music-led experiences, subject to venue, liquor, production, security, noise, insurance and public-safety requirements.

The power of working together

Across our organizers and collaborators, BeerFest draws on more than 100 years of combined experience in festivals, the beverage industry, hospitality, live entertainment, performing arts, tourism, fundraising, marketing, promotion, government programs and community partnerships.

That experience has taught us that a festival should be more than a temporary consumer marketplace. It should create opportunities, develop people, strengthen businesses, support culture and leave something meaningful behind.

We welcome organizers who want to create their own experience, support their own cause and preserve their own identity. We ask that they work within shared standards and contribute to the community that makes the opportunity possible.

Read more about BeerFest Days and its Edmonton purpose, explore how to plan your own BeerFest experience, and review the participant operational standards before registering.

— Sean Farmer, Founder

BeerFest respectfully recognizes Festival Place, Dinwoodie Lounge, the Shaw Conference Centre, Westerner Park, the Capri Centre, Exhibition Park, the Olympic Oval, Revolution Place and the many individuals who contributed to its planning, development and events. BeerFest was not built by one person alone. Its foundation reflects the collective work, knowledge and belief of everyone who helped bring the original idea to life.