Beertopia 2015: Beer Vendor Stall Details


Last Updated: March 31, 2015 Contact: Yolanda Ma
yolanda@beertopiahk.com


WHAT: Hong Kong's International Craft Beer Festival

Beertopia is Hong Kong’s largest craft beer festival. Last year's festival took place at the West Kowloon Waterfront with over 11,000 attendees trying over 450 different beers from around the world. The only event of its kind in Hong Kong, the goal of Beertopia is to allow people to sample quality craft beers in a fun and lively environment that includes lots of food, live music, and games.

After two great years in West Kowloon, Beertopia is moving back to Hong Kong Island. The event will be held at the Central Harborfront, and will take place in the autumn for the first time.


WHEN: October 9-10, 2015

The festival will take place over two days:

FRIDAY, OCT 9 6:00PM - 11:00PM
SATURDAY, OCT 10 12:00PM - 11:00PM

Saturday attendees will have a choice between All Day Saturday, and Saturday Night Only (6-11PM) tickets, but the Saturday Afternoon Only ticket will likely be eliminated.

Based on the vendor survey feedback, there will not be a Sunday afternoon session this year.


WHERE: Central Harbourfront

Conveniently located outside of IFC mall and next to the Central Piers, the Central Harborfront is one of the most exciting new venues in the city. Easily accessible by MTR, taxi, bus and ferry, the venue features over 15,000 square meters of waterfront space and unobstructed views of city skyline.

The venue is roughly square-shaped, unlike the long, narrow promenade site used at West Kowloon last year.


WHAT'S NEW THIS YEAR

- No trade session this year.

- No Thursday night or Sunday afternoon sessions.

- The Saturday afternoon ticket will likely be eliminated, leaving only Friday night, Saturday night, and All Day Saturday tickets. This way attendees won't be required to leave in the middle of the Saturday session. This also means the usual one hour break in between sessions, 5-6PM on Saturday, will be eliminated. Per vendor feedback, the one hour break was not necessary and vendors would rather be selling than resting or restocking during that hour.

- Based on vendor feedback, this year vendors will be able to select their stall locations. Vendors will be assigned a selection priority on a first come, first served basis, based on when their stall rental is confirmed and rental fees have been received. More details below.

- This year vendors will have additional space in front of their stalls and the flexibility to set up additional decorations (tables, games, displays, lights, etc.) to create cool, mini "hang-out areas" for attendees. More details below.


EVENT PRICING AND PARTICULARS

  • Tickets prices are not finalised, but will likely range from HKD $330 to $380, and will include 10 beer tokens.
  • Vendors will exchange tasting portions of beer (~4oz or 110mL) for tokens, at a minimum price of one token per tasting. Vendors are not permitted to give away beer free of charge.
  • Vendors will be reimbursed by the festival organizer HKD $10 per token collected.
  • Additional beer tokens can be bought in bundles of 8 tokens for $100.
  • All drinks must be exchanged with vendors using the tokens. Cash transactions at the festival are strictly prohibited.
  • After the festival vendors are responsible for counting the tokens collected and submitting these to the festival organizer for reimbursement. Vendors will also have the option of weighing their tokens (an accurate method) at the festival in lieu of counting the tokens.


    ATTENDEE DEMOGRAPHICS

    Gender

    Male: 55%
    Female: 45%
    Age

    18-25: 28%
    26-35: 46%
    36-45: 19%
    46-55: 5%
    56+: 2%
    Nationality

    Hong Kong & China: 55%
    US, UK, and Canada: 34%
    Other Countries: 11%


    BEER STALL PRICING

    There will be a limited number of beer vendor booths available. Vendor applications will be evaluated based on the Vendor Criteria as described in the below section. Despite the significant additional costs associated with the new Central Harbourfront venue, we have endeavoured to keep beer stall pricing as similar to last year as possible. Given this, the small stall price remains unchanged, while the medium and large stall fees have been raised by HKD $1,000 and $1,500, respectively. The rental fees are as follows:

    Early Bird Price

    Payment received before May 1, 2015
    Standard Price

    (Subject to availability)

    Small stall (~2x2m)............. HKD $7,500
    Medium stall (~4x2m).......... HKD $11,500
    Large stall (~6x2m)............. HKD $15,000

    Small stall (~2x2m)............. HKD $10,500
    Medium stall (~4x2m).......... HKD $14,500
    Large stall (~6x2m)............. HKD $18,000

    Optional electricity is available for each stall at a cost of:

    Small stall….…… HK $550 per stall
    Medium stall……. HK $1,100 per stall
    Large stall……..…HK $1,650 per stall

    Stall interior lighting will be included by default and electricity does not need to be purchased for this. Equipment and electrical requirements are subject to approval by the festival organizer.


  • Stalls are non-transferable, non-shareable, and are valid for the invoiced vendor company only.
  • For stalls beyond than the listed sizes, please contact the festival organizer.


    BEER CARTS:

    Vendors renting large stalls will be allowed to bring an additional "beer cart" (picture a dim sum cart, loaded with ice and beers) to sell bottles of beer around the festival site. The carts can be decorated, blast music, etc. Beer carts should only sell by the bottle to make things faster and easier.


    VENDOR CRITERIA:

    Beertopia is focused on bringing the best selection of craft beer to its attendees. Last year featured over 450 different beers from around the world, along with visiting breweries. Applications for beer vendor stalls are based on the following criteria:

    - Priority will be given to prior Beertopia vendors who were popular with attendees.
    - Priority will be given to microbreweries based in and around Asia.
    - Priority will be given to corporate members of the CBAHK association.
    - Priority will be given for craft beer not currently available in Hong Kong that attendees can try for the first time.
    - The overall selection of beers, how well the beers have been reviewed online on sites like Beer Advocate and Rate Beer, and their current availability in Hong Kong will also be considered.


    BEER SAMPLES

    Each beer vendor is required to provide six (6) sample bottles of beer they will be showcasing at the festival. These will be used as a part of the marketing campaign leading up to the festival, including media interviews, photography, tastings, and promotions.

    From doing media interviews and tastings the last three years, it seems that journalists usually prefer unusual, flavoured beers. They're less interested, and have a harder time, writing about "really nice, balanced" IPAs, and would much rather write about a pizza-flavoured beer. While the merits of great beers made with just hops, malt, yeast and water are many, the journalists are sometimes looking for stories with easy to understand "selling points."

    Per feedback from our PR company last year, any beers with unusual backgrounds, beers new to HK, flavoured beers made with fruits, spices, chocolate, coffee or other unusual ingredients are preferred as samples, as it will make easier for them to pitch stories to the media and get write ups and photos of the beers printed.


    INCLUDED WITH THE STALL:

  • 2x2m tent (small stall), 4x2m tent (medium stall), or 6x2m (large stall)
  • Roughly 2-3m in front of the stall, for an optional, decorated "hang-out area." Details below.
  • Six (6) units exhibitor passes, twelve (12) units for medium stall, eighteen (18) units for large stall.
  • Complimentary storage area for additional beer, up to a maximum of ten cases of 24 330mL bottles (or equivalent volume) per booth (twenty for medium booth, thirty for large booth).
  • Items can be stored in the refrigerated shipping containers, which will be locked overnight.
  • Vendors can also sell their own brand related merchandise, such a t-shirts or beer mugs, at the stall, up to a limit of three different products (six and nine different products for medium and large stalls, respectively).
  • Space for a banners and roll up stands at the stall
  • Tables and chairs
  • Listing of beers in the event programme and event website
  • Shared garbage and recycling bins.
  • Ice will be provided at cost (approx. HKD $20 per 10kg bag).
  • Attendees will have tasting sized glasses. Vendors who serve draught beer will need to provide their own plastic pint glasses or pitchers for attendees looking for to buy amounts larger than the standard tasting.


    NOT INCLUDED WITH THE STALL:

  • Coolers
  • Trolleys or push carts for moving cases of beer, equipment or furniture.
  • Display cases
  • Table cloths or other decorations
  • Towels for wiping down bottles or condensation
  • Bottle openers
  • Runners to pick up ice or beer from the storage area
  • Electricity, unless it has been explicitly purchased
  • Extension cords, socket splitters, or other equipment
  • Pint glasses or pitchers for vendors who serve draught beer, to cater to attendees looking for more than a tasting serving.


    OPTIONAL HANG-OUT AREA:

    This year stalls will be provided with additional space in front of their stall (roughly 2-3m), that can be used to create a fun and cool, decorated "hang out" area for attendees. This is entirely optional.

    Some ideas would be lights, music and speakers, bean bag chairs, cocktail tables, games, etc. However, this should be designed in such a way that it doesn't block traffic, with crowds that obstruct the view of the stall or prevent people from actually getting to the stall itself to try the beers.

    Anything that adversely affects other vendors is prohibited. Vendors are required to submit their hang-out area design for approval prior to setup, otherwise they run the risk of the area being shut down after setup. Anything deemed unsafe or unscrupulous will be shut down.

    Beer vendors cannot sell food, or provide free food beyond light snacks, such as chips, nuts, chocolates. Vendors cannot use the area to engage in activity that involve cash transactions. Token payments for games or contests is permitted. Beer pong is not permitted.


    CASH TRANSACTIONS:

    Accepting cash for beer by vendors is strictly prohibited. Any vendor found to be accepting cash will receive an initial warning. A second violation will result in forfeiture of their stall rental and immediate expulsion from the event.


    STALL LOCATIONS:

    Based on vendor feedback, this year vendors will be able to select their stall locations. Using this year as a trial run, if the stall selection experience and process ends up being grossly inefficient then it will be discontinued for future events.

    Vendors will be assigned a priority to select their stall on a first-come, first-served basis, based on when their stall rental has been confirmed and stall rental fees have been received. The process is as follows:

    1. Applications are submitted via online form.
    2. First wave of invoices will be emailed to accepted vendors (at the same time).
    3. As the rental fee payment confirmations come in, the vendor will be assigned a turn or priority to select their stall. Ex. First payment received gets to pick first, second confirmation received gets second pick, and so on.
    4. The second wave of invoices to multiple accepted vendors will then be sent, and as payment confirmations are received, vendors will continue to be assigned a priority to make their selection. And so on for the third wave of invoices, fourth wave of invoices, etc.

    In order to bring the very best craft beer to festival attendees, applications are evaluated based on the Vendor Criteria as described above, with priority given to previous Beertopia vendors, Asia-based microbreweries, etc. Applications are not evaluated and accepted simply based on a first come basis.

    The first wave of invoices will be sent March 18th, with a new wave of invoices to follow each following week.

    Once all the turns for picking stalls have been assigned amongst the vendors, the number of stalls will be confirmed and the venue layout will be finalised. Vendors will then be told their selection priority and be able to pick their stall locations closer to the festival date.

    - Absolutely no changes to the stall position can be made once chosen.
    - Stall locations cannot be swapped, exchanged, re-sold, transferred, or otherwise changed.
    - Changes to the stall size, or additional stall purchases, will need to be selected separately based on when the rental fee for the additional stall has been received. Ex. You cannot rent a small stall, be assigned the first priority to select a location, later upgrade the small stall to a large stall, and then use the first pick for a large stall. The small stall will need to be picked with the first selection, and the additional "medium" stall (large = medium + small) will need to be selected separately during its own turn, which may result in the stall being located separately from the first stall.
    - Stalls cannot be shared amongst vendors.
    - During the stall selection process, vendors will be shown a map, with all the stalls laid out, and the occupied and unoccupied stalls marked. The occupied stalls will not be labeled with vendor names, nor will vendors be told where which locations other vendors have chosen until after all the stalls have been assigned.


    SETUP AND TAKE DOWN:

    Setup: Vendors can start moving in, setting up, delivering goods, etc. during the afternoon of Thursday, October 8th. The locked, refrigerated overnight storage will be turned on starting Thursday night, and kept on continuously until Monday morning.

    Storage: The refrigerated overnight storage will be locked each night at 12PM, so everything that needs to be stored must be moved in before this. The storage will be unlocked each morning at 10AM, Friday through Monday.

    Take Down: Vendors must have all their goods and equipment moved out of the site by 12PM noon on Monday, October 12 at the very latest. This is a requirement of the venue management that the organizers unfortunately do not have control over. Vendors that are not out by the deadline will be responsible for any fines levied by the venue management.

    If vendors cannot move out on Saturday night, it is suggested that vendors move all their goods and equipment (left over beer, tshirts, condiments, draught dispensing equipment, etc) into the storage containers that night.There will be a huge number of third-party logistics staff on-site working to take down and move the lights, stages, tables, toilets, electric cables, signage, etc. immediately after the Saturday night session. Moving goods into the containers will reduce, but not entirely eliminate, the risk of items getting lost.

    Individual stall tents and tables will start to be taken down on Sunday, so vendors are strongly encouraged to move out on Sunday if possible, and if not, to once again move all their goods to the storage containers, rather than risk having their goods and equipment left out in the open once the tents and tables have been taken down.


    RECYCLING AND GARBAGE:

    Recycling: Vendors are responsible for putting all their empty bottles in the large recycling bins that will be spread throughout the venue. Empty bottles can first be collected in garbage bags, rather than in empty beer cases, which can get soggy and then fall apart, and then periodically emptied into the recycling bins.

    Garbage: Vendors are responsible for emptying all their garbage into the large garbage skip, which will then be picked up and cleared by a garbage truck periodically throughout the sessions. Vendors are required to leave their stall rental area clean and free of garbage or left over goods and equipment after moving out.


    KEEPING THINGS SAFE

    There will be overnight security at the site, as well as refrigerated shipping containers, which will be locked at 12AM every night and opened 10AM each morning. Vendors are encouraged to use the shipping containers each night. Valuables should not be left in the site overnight, at the stall or in the shipping containers, as other vendors and their staff will have shared access.

    The organisers cannot be responsible or liable for any goods, materials, or equipment lost or damaged at any point in time while at the site. This includes anything lost, left behind, accidentally (or otherwise) taken, accidentally (or otherwise) damaged by anyone related or unrelated to the festival, any damages due to weather, wind, rain, loss of electricity, natural disasters, or any other reason.

    While there is security at the site at all times, there are simply too many vendors and staff (delivery and logistics people, etc), that it is impossible for security to know which specific staff have access to which specific stalls. While the shipping containers are locked overnight, they are shared amongst all vendors, so once again, it is impossible for a security guard to know whether a vendor's staff is moving or picking their own goods.

    Valuables should not be kept in the shipping containers. On top of the risk of third-party delivery and pick-up staff taking the wrong things (or leaving things behind), there will also be the risk of outright theft from all the different people going in and out of the storage containers. There is no way for security to know exactly who everything belongs to in each container, or what each third-party logistics or pick-up person is actually there to pick up.

    If the shared shipping containers are not adequate, vendors can move their goods off site, or lock them in their own van or vehicle that can be parked overnight on-site.

    Vendors are recommended to put their names on their equipment, such as trolly and push carts, to avoid mix-ups with other vendors, as these things can look very similar.


    NO TRADE SESSION:

    There will not be a trade session this year, but it may be resurrected at future events.


    How To Apply

    1. Fill in the online application form with company details here: Beer Vendor Online Application Form

    2. If the application is accepted an email with additional details and an invoice for the stall rental fee will be sent. The first wave of invoices will be sent March 18, with a subsequent wave of invoices to be sent once each following week.

    3. The stall rental will be confirmed once the invoice has been paid, and a stall selection priority will be assigned. The application will be cancelled if the invoice has not been settled within seven working days.


    Please note that the details listed in this document are subject to change. For questions please email yolanda@beertopiahk.com