How to successfully execute an off-premise event

Here’s a streamlined guide on how to successfully execute an off-premise event:

Executing an Off-Premise Event

1. **Prepare for Your Event**:

- **Read Confirmation Emails**: Pay attention to details like dress code and uniform requirements.

- **Schedule and Reminders**: Book the event and set reminders in your calendar. Arrive 15 minutes early.

2. **Dress Appropriately**:

- Follow the agency’s dress code. Uniforms may be provided or need to be purchased (tax-deductible).

3. **Gather Your Tools**:

- Bring essential items: folding table, tablecloth, POS materials (if applicable), and promotional items.

4. **Set Up at the Venue**:

- Greet the store manager or owner and ask where to set up.

- Arrange your table and display products neatly.

5. **Product Procurement**:

- Locate the products you’re promoting (e.g., Bombay Sapphire, Grey Goose).

- Check your budget in the confirmation email and purchase the necessary bottles.

- Bring extra bottles to your table for easy access.

6. **Engage Consumers**:

- Greet every customer with enthusiasm.

- Use phrases like, “Hi! How are you? Would you care to sample [product]?”

- Pour only 1/4 oz samples, and ensure you don’t overpour.

7. **Handle Sampling**:

- Offer multiple samples (up to four) if permitted.

- Be aware that Liquor Agents may be present as secret shoppers.

8. **Encourage Sales**:

- If customers enjoy the samples, offer promotional items (swag).

- Take photos of consumers with their samples and POS materials for your recap.

9. **Wrap Up**:

- At the end of your shift, return unsold bottles to the shelf.

- You can take home any opened bottles that were sampled.

- Remember: **Do NOT accept tips**; it’s strictly prohibited.

10. **Pack Up and Leave**:

- Clean up your area and pack your materials.

Key Reminders:

- Stay energetic and friendly throughout the event.

- Always adhere to legal sampling limits and agency guidelines.

- Maintain professionalism and represent your brand well!

Congrats on completing your first off-premise activation!