I❤︎BEER’s No Wait Guarantee
If for any reason, you purchased a general admission ticket for an I Heart Beer event and have to wait to enter the main hall due to a capacity issue, you will automatically be given $50 cash and the option of waiting in line to enter OR you can leave and receive a full digital refund on your ticket the next day on top of the $50 in cash (The refund may take 5-7 business days to show up on your CC statement).
If you purchased multiple tickets, the individuals for those extra tickets must be there as well to receive $50 for every ticket purchased.
Why the Guarantee?
After a very successful 2017 Christmas season tour, I Heart Beer was ready to take it to the next level and expand into several new cities for the 2018 Winter/Spring I Heart Beer and Bacon tour.
The first stop on the tour was in Kitchener. The initial plan was to keep it light and simple, but demand blew expectations out of the water and so I expanded the amount of vendors and the amount of space several times to accommodate the demand. Based on past experiences, the event hall was large enough to accommodate the extra ticket holders.
Too many adjustments to the floor plan, too many promises and a lack of hindsight on the aisle widths caused issues that reduced the capacity two hours into the event.
The end result was roughly 200 people waiting in line for over an hour and 200 more people getting a refund either at the door or after the event.
It was the first and the only time I’ve ever had to send ticket holders away or make people wait at the door. It’s a mistake I never want to forget which is why I’m posting it here for all to see.
Although much has changed in how I assess a new venue and the floor plan setup, this new program is meant to hold me and all other staff accountable for the decisions made planning the event.