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Eventbrite | Success Story

How Wine & Spirits Magazine Pours Up Perfect Events Year After Year

Background

Wine & Spirits Magazine is one of the wine industry’s top resources for news, reviews, and current trends. The publication is known for their premiere annual events, including the annual Wine & Spirits Top 100 Tasting Event in San Francisco.

The Wine & Spirits Top 100 Tasting Event honors the year's top 100 wineries along with the Bay Area's 'New & Notable Restaurants'.

Siu Ki Wan, a seasoned event consultant and program manager, has helped produce Wine & Spirits events every year for almost a decade. These include the Top 100 Tasting Event in San Francisco and Top of the List in NYC, which honors the top-ranked wines of the annual Restaurant Poll. Her company, SKW Production, also produces other wine and culinary events including Drink Me Magazine’s Craft Spirits Carnival and SF Vintners Market.

To manage ticketing and registration for these unique events, Siu Ki and team needed:

> A flexible platform for trade ticketing and smooth on-site management

> Visibility into real-time ticket sales to make smarter marketing decisions

> The ability to proactively manage pricing strategies to boost sales

Giving guests a seamless ticketing and on-site experience

A mixture of the wine trade community and wine enthusiasts attend The Wine & Spirits Top 100 Tasting. Because trade members receive special rates, Siu Ki and her team needed a platform that made it easy to create unique discount codes. With Eventbrite, they can easily create single-use discount codes for trade tickets, giving attendees a seamless ticket-buying experience. And on the day of the event, the Eventbrite Organizer app gets guests in the door quickly, so they can spend less time waiting in line and more time enjoying the wine.

“The Eventbrite Organizer check-in app worked really well.  It helped streamline and cut down entry time significantly.”

SIU KI WAN

Founder, SKW Production

Using ticket sales data to strengthen marketing outreach

In the past, Siu Ki’s team struggled to keep track of sales, making it hard to determine if their marketing efforts were moving enough tickets. Now that they use Eventbrite, they can watch ticket sales in real time. If they see a lull, they can quickly take action, sometimes employing a mixture of email, social, and partner outreach to accelerate sales. The data also helps the team see which marketing channels are most effective and worth doubling down on.

“Everyone has used Eventbrite in some capacity in their life—whether it’s registering for free or paying for an event. That makes it easy for us.”

SIU KI WAN, Founder, SKW Production

Getting smarter about ticket sales strategies

Another way the team incentivizes ticket sales is by proactively managing their pricing strategy. Using insight from Eventbrite data, they’ve found that offering a limited number of event tickets with Early Bird pricing can help kick start sales. They saw a significant spike in Top of the List sales thanks to Early Bird buyers, even with a price difference of only $10. Once the event is over, Siu Ki looks back at the data to determine ticket pricing strategy and marketing schedule for the following year.

If you’re interested in learning more about how you can partner with Eventbrite to give your wine event a smooth finish, fill out the form below or call us at (855) 292-7905.

All photos taken by: Kelly Puleio

About Eventbrite:

Eventbrite is the world’s largest ticketing platform, providing a seamless solution for food and beverage event organizers to save time and sell out their events. Eventbrite has powered more than 200M ticket sales to date, connecting festival and consumer show organizers with millions of fans in more than 180 countries worldwide.

To find out how you can innovate with Eventbrite and grow your event, visit www.eventbrite.com/festivals or give us a call at (855) 292-7905.