Case Study: San Diego Beer Week
San Diego Beer Week
With more than 50 breweries thriving in the County, San Diego has quickly been dubbed “the Napa Valley of Beer”, giving rise to the launch of San Diego Beer Week (SDBW). The event has become the premier extended craft beer festival, boasting more than 600 events over a 10-day celebration in November that attracts beer lovers from across the country and from many parts of the world.
The November 2015 celebration of SDBW included some 60 breweries which participated in beer dinners, tours, classes, bottle tastings, and a variety of festivals. From $73,168 in funding from SDTMD, the event yielded a ROI of 3.5:1, generating 1,397 hotel room nights, totaling $258,766 in total room night revenue.
In addition, during FY 2016:
- For the first time, the San Diego City Council officially declared November 5 through 15, 2015 as San Diego Beer Week in the City
- The San Diego Brewers Guild Festival sold out for the second year in a row with over 4,000 attendees from 28 states and 8 countries including Great Britain, Finland, and Brazil
- In addition to listing all SDTMD hotels on SDBW.org Lodging Page, Beer Week partnered with 21 hotels to offer SDBW lodging packages
- The social media presence of Beer Week increased, and the event generated some 1 million media impressions through TV, radio, print, blogs and podcasts