EM_AlphaEvents_FinalPresentation

COntEnts the gin trend
the event objective
the venue
the marketing
the target markeT
the PROmotion
the bloggers
the social media
the sponsorship
the mad hatters gin tasting
the finance
the post event
the VIDEO

the gin trEnd

£1 billion2015 whole sales (Shields, 2018)

“ The Uk’s renewed passion for gin is currently creating a whole new
industry. There are more than double the amount of gin distilleries

within the UK than 5 years ago.” (Butler, 2018)

the EvEnt ObjECtivEs

primary 1. Help St Basils Charity in its cause.
objectives 2. Make awareness of St Basils Charity and its cause within
Birmingham and the West Midlands.
3. Create an alternative Sunday afternoon for people to
enjoy and to remember.
4. Enhance people’s culture about Gin.
5. Create an escape from mundane life for one day.
6. Provide funny entertainments during the event.
7. Create a throwback to Alice in Wonderland.

the vEnuE

the botanist “

“ We could save a lot of money on decorations as the
venue itself was fitting perfectly the Alice in Wonderland
theme, we just add that extra bit to making it look mad.

-Free venue -Minimum bar spend: £500

the vEnuE - COMpEtitOrs

• On Sunday’s We Brunch
• Bad Water
• Chamber Orchestra and Early Modern Vocal Ensemble
• The M.M.O.R.P.G Show
• Sunday Classics
• Iain Stirling Comedy Tour
• Super bowl Extravaganza

the vEnuE - risk assEssMEnt

Manual handling of the mad hatters Vehicle Access
equipment gin tasting risks Food and drink

Housekeeping

Equipment Materials and
Stress substances

Slips, trips and falls Access and egress Fire and electricity

the MarkEting event flyer

fundrasing flyer

-Mirrored the St Basils logo with the -Attention to detail
red letters -Follow theme all throughout the
-Consistency for recognition flyers
-Quirky ensemble mirrors the
individuality of the venue itself

the targEt MarkEt

25 - 50 years old

“ Ranging from the refined drinker to the average hipster, the gin trend
has impacted a vast majority of consumers.” (Shields, 2018)

the nEw startErs

-Mid- late 20s
-New to the gin scene
-Starting Careers
-Starting Families

the sOphistiCatEd spirits

-Appreciate all aspects of
the gin and other drinks
-Mid-career
-Established families

the whEn/whErE/hOw

-Eventbrite link: this was featured on all the Alpha Events social media accounts and flyers.
-Facebook Event: Due to Millennials obtaining a desire to be a part of a community, setting up a
Facebook events page supported the pre and post event (Smith, 2018).
-Instagram & Twitter: Less constrictive social media apps such as Instagram and Twitter are more
popular with the innovative Millennials therefore in order to tap into this, Alpha Events also promoted
the link on these platforms (Smith, 2018).
-Online Sales: All ticket orders were purchased online leading up to the event due to the consumer
wanting a quick and easy access to the event.
-Weekend: There was no real pattern to when customers bought their tickets, however during the first
week when tickets went on sale there was an increase Saturday morning with people buying tickets.

the prEss rElEasE

• Unusual
• Fun and Mad
• Poem
• Rhyme Scheme
• Focus on the event cause

the prOMOtiOn

birmingham News & Radios
West Midlands Alpha Events’
Social Media
Flyering Newspapers &
Magazines
Not Successful Successful Blogs

Other
Social Media

the blOggErs

1. Disney In Particular 5. BRUMderland 9. Devina may uk

• Uploaded blogpost • Tweet: 3 tickets sold • Uploaded tweet
• Uploaded Instagram stories • ‘What’s On” Blogpost • Twitter followers: 1297
• Instagram followers: 26,400 • Twitter followers: 1091
10. iga berry
2. Maddiemae_xo 6. Bite your brum
• Uploaded tweet
• Uploaded Tweet • Uploaded tweet • Twitter followers: 2738
• Uploaded blogpost • Twitter followers: 1981
• Twitter followers: 507 11. sarah miles
7. sian victoria uk
3. Positive Fridays • Uploaded tweet
• Uploaded tweet • Twitter followers: 2250
• Uploaded tweet • Twitter followers: 1382
• Twitter followers: 2595
8. kate louise blog
4. BRUM AND BEYOND
• Uploaded tweet
• Uploaded tweet • Twitter followers: 2907
• Twitter followers: 2154

the sOCial MEdia - faCEbOOk

• followers: 87 likes • Best post:
-Reached: 4496
• Most tickets sales bought -Reactions: 57
through Facebook. -Comments: 69
-Shares: 26
• facebook competition: -Post clicks: 316
-Entered: 21 -Link clicks: 10
-Post reached: 357 -£14 to boost the post

“ Nearly all posts were uploaded between 12pm and
3pm: many consumers are on their phones looking at
Facebook whilst they are having lunch.” (Fontein and Aynsley, 2016)

the sOCial MEdia - twittEr

• followers: 53
• link clicks: 32
• retweets: 46
• likes: 90

“ We contacted many bloggers to tweet
about the event as their followers may be
larger than ours.”

the sOCial MEdia - instagraM

• followers: 124
• posts: 38
• best day: Thursday

• best time: 12pm and 6pm

• gender: • age range: 1%
--MFeamlea:l3e5: %65% -------24151363555855--+----512463:4744441::::::%185L12e%5%50s%%%s than

• locations:
-----SLBGCotailrronmamudtbcfionoerngirsdd:thge3-auer%m:p: 53o:%%3n0-A%von:
3%

the spOnsOrship

Fundraising Event Extra revenue
-Lola’s Cupcakes -Lola’s Cupcakes streams
-Anonymous Donors -The Glee Club
-The Body Shop -Steve the Juggler
-Langley’s Gin -Ryan the caricaturist
-Goregous Obsession -Tom the Photographer
-The Botanist -Elliot the Photographer
-Anonymous Donors

the finanCE

primary 1. Gain enough money to cover the costs.
objectives 2. Raise at least £250 to donate to St Basils Charity.
3. Gain as much money as possible during the fundraising
events, in order to allow us to set up a great event!

the finanCE

TOTAL PROFIT

What Revenues Expenses

Fundraising Revenues £691.45

Events Expenses £750.99

Extra Revenues Stream £381.68
Tickets Revenue £675

Deposit Returned £50

Total Revenues £1798.01
Total Expenses £813.01

TOTAL PROFIT £985

Total profit: £985

the finanCE TICKET PRICE STRUCTURE

TICKET PRICE What Revenues Expenses
STRUCTURE
Ticket Price pp £15 £5.01
Gin Tasting pp £2.63
Food £6.10 £1.26
Eventbrite Fees* £7.36 £8.90
Total Expenses
Total Profit Online
Total Profit at the Door

*Tickets sold online only

Ticket sold online n.43
Ticket sold on door n.2

TOTAL TICKETS REVENUES £675

TOTAL TICKETS PROFITS ONLINE £262.30
TOTAL TICKETS PROFITS AT THE DOOR £14.72

TOTAL TICKETS PROFITS £277.02

the Mad hattErs gin tasting

the Mad hattErs gin tasting

MAD HATTERS GIN TASTING

• EVENT INFO MAIL I t ’s n e a r l y t i m e f o r t h e e x t r a v a g a n t M a d H a t t e r s G i n Ta s t i n g a f t e r n o o n t a k i n g
This provided guests with email such as what to expect place on Sunday, 4th February 2018. Here you will find the main details about the
from our event, extra details, directions to the venue event, and how to get to The Botanist with the closest car parks and train stations.
and closest carparks.
• GIN TASTING SURVEY EVENT DETAILS: HOW TO GET THERE:
What does it smell like? What does it taste like?
Could you mark the gin out of 10? D AT E : BY ROAD:
• EVENTBRITE Sunday, 4th February 2018
This provided us with guest’s emails, names and T h e B o t a n i s t , 1 4 - 1 6 Te m p l e S t re e t , B i r m i n g h a m , B 2 5 B G
phone numbers. TIME: Click me to open on Google Maps
3:00pm until 7:00pm
CAR PARKS:
WHERE:
T h e B o t a n i s t , 1 4 - 1 6 Te m p l e S t re e t , B i r m i n g h a m B 2 To w n H a l l C a r P a r k : 6 m i n u t e w a l k
5BG (We will be in the downstairs room - a member Brunel St, Birmingham B5 4AF
of Alpha Events will greet you at the top of the stairs) Click me to open on Google Maps

WHAT TO EXPECT: Snow Hill Station Car Park: 6 minute walk
• G i n Ta s t i n g Livery St, Birmingham B3 2BJ
• Magicians Click me to open on Google Maps
• Professional Juggler
• Alice in Wonderland themed actor NCP Car Park Birmingham Grand Central: 7 minute walk
• Portrait Sketch artist Grand Central Station, Birmingham B5 4DQ
• A l i c e i n Wo n d e r l a n d H e n n a Ta t t o o a r t i s t Click me to open on Google Maps
• Photo Booth area
• Charity Raffle Gallan Parking: 9 minute walk
17 Thorp St, Birmingham, B5 4AT
EXTRA DETAILS: Click me to open on Google Maps
A s w e w a n t t h e G i n Ta s t i n g t o b e a s i n t i m a t e a s
possible you will be split into groups with allocated BY TRAIN:
time slots. You will be given a ticket on the door which
will allocate which gin group you will be in. Birmingham New Street Station: 2 minute walk
Click me to open on Google Maps
Please send a quick email to [email protected]
with the names of everybody you are coming with, Birmingham Snow Hill Station: 4 minute walk
and we can arrange for you to be in a group with Click me to open on Google Maps
your friends and family before the event. This is not
mandatory, however it ensures that you will definitely Birmingham Moor Street Station: 9 minute walk
be with your family and friends. Click me to open on Google Maps

If you will not be drinking, thats fine too. You will be
given a free mocktail on the night.

DO YOU HAVE ANY QUESTION BEFORE THE EVENT?

EMAIL: [email protected]
FACEBOOK: @AlphaEventsBirmingham
TWITTER: @AlphaEventsBham
INSTAGRAM: @AlphaEventsBir mingham

DON'T BE LATE FOR THIS VERY

IMPORTANT DATE

04.02.18

the Mad hattErs gin tasting

Mad Hatters Gin Tasting 04/02/2018 KEY
MR - MAIN ROOM
EN - ENTRANCE STAIRS T - TAS
A - AMELIA S - SHIRLEY
K - KATIE Y - YEASMIN
CL - CLAUDIA C - CARLA
SA - SAIRA
PERSON
DATE TIMINGS ACTION LOCATION DONE
ALL MR
04/02/2018 11-2PM Set up venue: Y MR
T/C MR
Decorations: SA MR
Photobooth Area S MR
Table Decorations ALL MR
Extra Revenue (Henna/ Raffle etc) ALL MR
Hanging & Poster decorations C/A MR
Briefing (INC Bar Staff) ALL MR
Y MR
Costumes MR
CL/S
Acts Makeup/ Costumes T/K/A/C/Y/SA
ALL
2-2:30PM Final check of venue A
C/K
3-3:30PM Arrival of customers: EN
(3-4PM) Tick names off of list & hand them a gin group ticket/ wristband ALL stand together MR
K MR
Meet and greet mingle: Queen of Hearts SA MR
Relax consumers, suggest drinks MR
3:30-4PM { Welcome Kerry Magician- check all okay with afternoon plan } ALL
Welcome announcement:
Run guests through itinerary (mic needed)

Begin the start of the Gin Tasting with first group MR C & T Selling Raffle
Henna & Caricatures begin MR tickets throught
Kerry Magician begins to start magic MR ALL push sales
4-4:30PM { Gin tasting continue } Issues? MR
{ Actress continues to mingle with guests }
Mad Hatter begins to start entertainment T MR
[ 4:15PM ] ALL Food Served
4:30-5PM { Gin tasting continue } Issues? A/C? MR
{ Actress continues to mingle with guests } K MR
(4:55) Greet Barrie, ensure mic and drink etc K/C MR
5-5:30PM Finish Gin tasting (5:00PM) K/C MR
Intro Barrie & St Basils// Barrie Speech
5:30-6PM Announce this is the last half hour to buy raffle tickets T/C MR

6-6:30PM Begin Raffle: C/K ALL stand together MR
Madd Hatter pick tickets?
ALL MR
6:30-7PM Close the night and mention any donations would be appreciated
END

7-8PM Tidy Room

the EVENT ITINERARY

the pOst EvEnt

“ • The magician was brilliant and entertaining. The theme was well executed and the event well
organised. The sketches by the artist were also fantastic and he was engaging and entertaining

whilst carrying out such fantastic work.”

• The venue perfectly matched the theme, the entertainment was constant without getting in the

way, and also appropriate to the theme.”

• We loved all the entertainment, the magician was amazing, the juggler was mesmerising, the

Gin tasting informative and fun.”

• The atmosphere. The bartender’s knowledge of the history of gin. The entertainment was super

along with the snacks provided within the price of the ticket.”

Alpha events surveymonkeys

the pOst EvEnt

the pOst EvEnt

the pOst EvEnt

the pOst EvEnt

the pOst EvEnt - lEgaCy

• a lot of positive feedback

• 5 star review on facebook

• 100% would attend another alpha events

“ 5*: Alpha Events booked me for their ‘Mad Hatter’ event recently and it was amazing.
They had just the right amount of different entertainment and they looked after guests
and performers fabulously. Everyone was saying what a great idea it was and how
much they had enjoyed it.
Thank you Alpha Events, I hope to work with you again soon. Kerry Scorah Magician.”