event production, marketing, outreach
"Would you like a beer while you shop?" is a question that doesn't get asked frequently enough. With help from Base Camp Brewing Company I sought to remedy that situation while addressing two other issues. 1) Our advocacy organization needed new supporters and 2) bike shop staff weren't well-informed about the value of our organization. I made a logo, stenciled it on an old cooler, secured a generous beer sponsor (who gave us saddle covers, too!), called some bike shops, and a summer of "Shop Beers" was born.
You get to know people pretty quickly when you roll up with a bike trailer full of beer. The conversations we had over those beers gave me a valuable understanding of the issues facing the local bike industry and their customers. Meanwhile, folks had a chance to grill me about laws, infrastructure, and advocacy opportunities. We didn't push membership hard but we always had a petition on hand. Not only did these petitions boost our supporter list, they turned shoppers, sales staff, and mechanics into advocates. By the end of the evening, they had a beer in their hand, a smile on their face, and their feet on the first rung of an engagement ladder.