Pubs, bars, brewpubs and other venues serving craft beer continue to show their creativity in order to bring people in. It’s almost a race to see who can get a new interactive event developed, booked, promoted and attended. Attitudes are changing toward event heavy pubs and some are even hiring Activity Coordinators just to manage the event calendar. It’s like a music booker, but with more acts. Before the pandemic, I heard a brewery owner say, “we don’t do trivia because those people don’t come back.” I just checked that brewery calendar and they now have trivia plus painting classes, Bingo, yoga and more going on at their pub.

Live music might be the oldest form of entertainment and there are more musicians available now than any time period in recent history. The pandemic turned musical dreamers into available artists. Pubs with limited space are realizing it doesn’t take much room for a musical guest to set up. Von Ebert Brewing is adding live music to the Glendoveer and Pearl District locations. Using residency style bookings, Leah Hueser, a Portland based singer/songwriter has several shows booked at Glendoveer over the next few months. Dominick Iaderaia, Director of Food and Beverage at Von Ebert says, “We are very excited about this and hope to get some great local acts in front of our guests throughout 2023 and beyond!”  

General knowledge trivia events have been going on for years, but themes are the new normal. There are so many options on how to deliver trivia to a customer, not having at least one trivia night a week is becoming the exception. Speedquizzing, Geeks Who Drink and Jackbox are app based games where a live host reads provided questions. Pen and paper is still used by many trivia hosts who write their own questions. Michael Perozzo of Vice Beer added trivia on Tuesdays quickly after opening. When discussing Tuesdays, he says, “there was maybe one or two people at the bar. Now we have 15-20 folks.” Vice Beer writes their own questions for themed trivia. Each week a different topic from the 80’s/90’s increases revenue and introduces people to their brand. Vice Beer’s seasonal themed trivia events, such as National Lampoon’s Christmas Vacation have been big hits.

Themed trivia, promoted correctly, gives a pub a cash dump in a few hours. Star Wars, The Office, Friends and Stranger Things are some common themes seen around the country. Trivia events started as a way to increase sales on traditionally slow days. The increase in popularity has led to Trivia availability seven days a week in some areas.  

Bingo is quickly becoming the next low cost, interactive event to get people in the pub. As with trivia, the host is a big part of the draw. Entertaining hosts get a stronger following, while boring number readers still get people returning. Music Bingo and other variations are a way to stand out from the crowd. Perozzo considered adding Bingo at Vice Beer, but there are several neighboring pubs that have it and he actively encourages customers to support them. If a pub hosts Bingo themselves, the start up costs are low with little time invested in preparation. 

Besides events, simply having something tactile for people to do is almost becoming expected. Cards Against Humanity, Jenga, Joking Hazard, and Vintage Trivial Pursuit boxes are stacked in more pubs than ever before. With space comes room for activities that require more square footage. Cornhole, while a contemporary pub pastime takes up space, whereas games like Ring Toss have popped up almost everywhere. Ring Toss games can be made in any size and are appropriate for all ages. Unique games can get even more people to stay in the pub. Lombard House has Shut the Box available and The BeerMongers has Klask. Beyond games on the shelf, The BeerMongers hosts cribbage on Tuesday evenings. Novices and pros are all welcome. There are plenty of cribbage passionate people who attend and will help you learn if you are new to the game.

Community engagement events are becoming common at pubs. Clothing and gift drives in the winter inspired year around action. Pet adoptions, blood drives, raffles, and release parties for fundraising collaboration beers keep coming. Beyond a one time event, discounting beer with a donation leads to new customers. Von Ebert has a Cold Weather Clothes Drive benefiting two non profits in the area. Iaderaia says, “If we want to keep evolving, stay relevant, and be a better part of the Portland community, a business has no choice other than pushing themselves in this arena.” When donating an item from the list, people receive $1 off a pint. Mixing unique events with a non profit benefit will continue to grow in 2023. Donation fatigue can happen without a creative way for people to participate. 

In 2023 the biggest increase will be maker events. Macrame, bonsai trimming, soap making, tie dying and painting events will continue to grow. Plant exchanges, seed swaps, and candle making are in development for some Oregon breweries in 2023. There is no limit to the creativity that we will see in 2023. I spoke with a brewery owner who hasn’t committed yet, but they are working on hosting a class on car oil changes. The fee would include instruction, materials, oil disposal and a beer token for after class. 

We will continue to see more creative events to get customers into the pubs. If you have an idea for an event you want to see at your favorite brewery or pub, tell them.