Morgan here, co-founder and managing director of the Brewery Running Series. We organize fun run events at local breweries. We started with one event in 2012 in Minneapolis, MN, and now host over 300 events annually, across 20 states and counting.
Myself and fellow co-founder, Nate Herrington (both of us pictured above at our 10-year anniversary event), started these events because we wanted to do some fun work in our community. It was an excuse to get people together and raise money for local nonprofits.
Our first event was a 5k fun run in celebration of Global Running Day — we worked with the brewery owners, mapped out a course in advance, set up a table in the parking lot, and filled the taproom with thirsty runners. The event was a hit (it sold out!), we had a great time, and that next year we decided to organize a few more. This was all outside of our respective careers in marketing (me) and business development (Nate).
Eleven-plus years and hundreds of events later, our events still follow that same, simple format. First we run, and then we drink beer. That’s it.
That’s of course not “it” — as any event organizer will know, simple rarely means easy. Each of our 300+ events takes place at a different venue, at different times of the year, with any number of added variables.
But from a marketing, messaging, and experience standpoint, we like to keep things simple: Let’s run and drink beer! Be active. Have fun. Give back! A portion of all proceeds support local nonprofits.
Some backstory on how we operate as a team and manage our events at Brewery Running Series
We have 20 states in operation, 36+ event directors/managers — and almost all do this outside of their respective careers. From producing festivals to teaching high school, our Brewery Running Series event directors find efficiencies as they roll out their annual schedule over their lunch break.
One thing I’m especially proud of as we enter our second decade in business is the consistency we’ve created to organize and communicate our events, along with the creative variety we’ve been able to incorporate.
First we run (or walk or jog), and then we drink beer! (Yes, sometimes cider or wine … or even a craft-made seltzer, soda or root beer for some.) Always a 5k — and, yes, sometimes a 10k, half-marathon, or maybe a 0.5k dash between breweries.
Participants get a craft beverage and collector’s swag item at the finish line. We also love to add to the event atmosphere with live music, food trucks, games, giveaways, and more! Plenty of variety, even though the format remains consistent.
This helps us create clear expectations with participants about what they’re signing up for, no matter the event — and helps us work within a pricing model that’s affordable and a budget that’s sustainable. Then, whenever and however we are able to, we can add to the experience and keep people coming back multiple times a year, many years in a row.
Batch it! More details on what’s ‘really’ involved in planning our Brewery Running Series events
We start planning each season at least three months in advance. This involves communicating with our partners, scheduling dates, signing contracts, and filing permits for all of the events for that coming season. We’re looking at attendee survey results, event logistics, maintaining fast/clear communications, making decisions, and getting necessary approvals.
As you might imagine, planning this many events could easily become information overload. There are so many details to keep straight. By clumping things together, we can add multiple layers without having to overthink it and keep things clear with participants.
We draft templates whenever possible, and all keep one helluva good-looking spreadsheet for managing vendors, booking bands/food trucks, sharing updates from our non-profit partners, collecting giveaways, and so on.
Then, when it comes time to communicate these details to our attendees, we can make updates, add announcements, and feature various elements without complicating the main format of the event.
This is a busy but focused effort behind the scenes — and happens when we as organizers know we can truly dedicate ourselves to coordination — putting the puzzle together.
Build hype! How we market our Brewery Running Series events to drive pre-season ticket sales
Once the season is ‘booked,’ we begin marketing. We open registration using an up-to-date template in Eventbrite and launch in a consolidated period of time — leveraging a time of year when our followers are paying attention and excited to plan their #breweryrun season.
We build hype for the upcoming season by rolling out all our event dates, sometimes even a full year in advance — offering deals and package discounts and benefits to signing up well in advance. (Think Black Friday weekend sales, holiday gift packs, preseason kickoff registration parties, and more.)
This is strategic — schedules are insane these days for participants to get together with friends. We love being a date on the calendar for whatever occasion. And by announcing the full lineup at once, there’s very little excuse to not find a weekend or two (or 10) that works for our attendees!
We produce a package of digital and print marketing materials that maximizes exposure and creates brand recognition. “Wow — there’s so many to choose from!” Hearing that when someone views our season poster or website for the first time never gets old.
We make an impact with the sheer volume of events we host. The event listings just keep coming!
How Brewery Running Series encourages community, loyalty, and returning attendees
Early on, we established ways for participants to get discounts and added perks. We host a pre-season party to register and get “the best pricing.” We have a punch card system where the more events you do, the more you get; and we offer a VIP Package for those who attend all the time — perks like a second free beer at the finish line, an exclusive T-shirt, and a chance to earn extra goodies throughout the year.
Something so simple as four different design options on a pint glass or colorways in a T-shirt results in an attendee seeing them and saying, “Oh man, so many fun designs!” To which we respond, join us again and collect them all!
As you might imagine, planning this many events could easily become information overload. There are so many details to keep straight. By clumping things together, we can add multiple layers without having to overthink it and keep things clear with participants.
More social than serious, our events foster relationships. We have a community culture where “regular” participants have built friendships with each other — and invite others to join them!
And don’t forget the importance and allure of COOL swag!
Registration includes the experience, and there are always new goodies. We plan ahead for multiple events and order in groups to get volume discounts. Our designers keep things fun yet on-brand, and we’re always networking with local vendors to come up with new items and ideas. This is a really fun space to play in!
In conclusion …
Our main focus is to organize events with a consistent format our participants know and love: First, we run, then we drink beer. That’s it. So simple!
We keep it fresh with new locations, new crowds, new partners to showcase, new things to give away, new organizations to support, new views, new patios to enjoy … the list goes on.
We’ve built an environment that’s welcoming to all and, most important, a fun reason to be active, have fun, and give back to our community
As long as there’s beer, we’re running for it!
