Response to Cicerone Cancelation

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Response to Cicerone Cancelation

Contracted for BeerSchool at BeerFest; 

• Year 1 Beer Server and 2 intro classes
• Year 2 Beer Server and Certified Cicerone
• Year 3 Beer Servier, Certified Cicerone and Advance Cicerone

Price $6,000 for 3 days

• Deposit paid November 2023 
• Listed on all relevant media platforms
  • Ticketing platforms:
    • Eventbrite
    • All in Events 
    • Showcase
    • Travel Alberta 
    • Explore Edmonton
  • Social media
  • Print
    • Poster
    • Flyers
    • Tickets

• Venue booked and contracted 
• Advertised globally as “ The only place in Canada for In person cicerone training” 
• 190 people scheduled to attend BeerSchool day 1  as of  Feb 28th
• Listed on all relevant media and event platforms 
  • Press and media events scheduled, rehearsed and attended. 

Cicerone received: 

• Interviews about their participation
• Included in media coverage from  
  • The Sun 
  • Journal
  • CBC 
  • CTV
  • Global
  • Mentions in documentary TV series 

• Digital ads 
  • Facebook
  • Instagram
  • Google

Editorial – Print and Digital:

News Papers & Print

• • The Sun
  • The Journal 
  • Edify Magazine
  • Digital news & Blogs 

PR and events pre scheduled:

• After parties 
• Social media influencers and bloggers booked

Neil Witte and Cicerone Cancel – Feb 28, 2024 .

• 0 notice 
• 0 alternative provided
• Reported by all news outlets:
  • The Sun 
  • Journal
  • CBC 
  • CTV
  • Global
  • Mentions in documentary TV series 

Cicerone sells to new owners March 20

Cicerone Provides:

• 1 post about the event – March 13 
  • stating they won’t be participating

Cicerone launches online course

Paid by Cicerone:

•  $0 

Paid by Edmonton BeerFest ownership

• 370,000.00 

Refunds provided by Edmonton BeerFest ownership.

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