The Bar Towel

Posted: **Wed Jun 03, 2009 10:17 pm**

Got a message on Facebook about this event today, a bit of an explanation that probably would have been best released at the same time as when they put the tickets on sale.

Saturday Tickets have sold out, but all the other days including the Thursday Virgin Radio Gala (no word on what acts are appearing) are available

Information regarding the price increase and venue change
Today at 1:26pm
Dear Fans of Toronto’s Festival of Beer,

We can certainly understand and hear your frustration with the changes this year, including the change in venue and the increase in ticket prices for this year’s festival, so here are the facts:

We were informed by Fort York late last year when meeting to renew our rental agreement, that they would not be renting the venue to us in 2009. The Fort (and the city) explained that they did not want to continue to rent this Heritage and National Historic site to the Festival and that the event had outgrown the site over the last few years.

In trying to keep the Festival going in Toronto, our priorities were to:
a. keep the Festival in an outdoor venue
b. keep the Festival within the downtown core
c. keep the Festival close to public transportation

The location that met all of the criteria listed above is Bandshell Park on the grounds of Exhibition Place. This venue happens to be ideally located, a short distance away from our old location and can provide us with the opportunity to grow the event in future years. Bandshell Park was built in the 30’s, inspired by the original Hollywood Bowl and was host to many famous acts in its open air venue. We plan to continue that musical tradition by upgrading our musical line-up, as well as utilize and augment the facility’s existing services to provide you with a great experience.

Unfortunately with the change of venue comes much greater financial pressure on this event than in any previous years. While we employ 300+ people over a full week (including event staffing, security, AGCO enforcement staff, etc), we are also contractually obligated to the venue to use their labour for specific venue defined tasks. These labour costs, in addition to increased infrastructure costs associated with this venue, combined with a reduced venue capacity for this year has made it impossible for us to operate under the existing price model.

In closing, we appreciate all of your support and it is our promise and commitment to you to provide an even greater Beer Festival experience than your last one – this year and in the years to come.

Cheers,

Greg Cosway
Founder, Toronto's Festival of Beer

Posted: **Thu Jun 04, 2009 8:55 am**

While I appreciate him giving clarification it still doesn't shift my opinion. They have painted themselves into a corner by choosing a venue with unionized labor that is cost prohibitive. I'm not okay with the increased cost and, without the festival wholeheartedly improving in many basic ways, I feel that they've decreased the long term viability of the fest. I likely wasn't going to attend anyway but this is a further deterrent.

I hope I'm wrong and the event continues to be a profitable one for them...I guess the proof will be in the pudding.

Posted: **Thu Jun 04, 2009 9:34 am**

Some friends and I were talking about this last night. Cosway is emphasizing that they "plan to continue that musical tradition by upgrading our musical line-up, as well as utilize and augment the facility’s existing services to provide you with a great experience" to justify the price but does not (apparently, I haven't checked) provide any details on the bands etc. that are supposed to be so great. That's a pretty tough sell.

I have been going the fest every year for about a decade now (oh man...), sometimes twice in one year. I personally feel like it has stopped being a beer festival and become a party with a wide range of beer available. Which is fine if that's what you want to go to. I personally am not that interested any more, and I think many (most?) people that were going *for the beer* are starting to feel the same way. I have gone the last couple years partly because it was a tradition with my friends and it was still fun for the price. Personally I'd rather them cut the music altogether and reduce the price, but I doubt that most of the attendees would agree with me.

If you are going to the fest for the beer I think its no longer good value since $45 otherwise could get you:
- a CASE of 24 Black Oak Pale Ale + $5 change (or a CASE of Alexander Keiths + $10 change if you're so inclined I suppose.)
- a 12 of Black Oak Nut Brown Ale + a couple of decent steaks for the barbecue.
- 14 bottles of Aventinus and impressive hangovers for at least two people at the LCBO
- 8 bottles of Unibroue from the LCBO + change
- approximately 6 or 7 PINTS at Volo, or most of the other good beer bars in town
- a pulled pork sandwich at Beer Bistro and 15 draught samples (Uhm, wow! Thats not inc. tax and tip, but still! Mmmm pulled pork.)
- For the price of 10 friends you could cover the cost of a pretty swank evening in the Beer Bistro back room.

So yeah, if you want to go to a big party festival have fun! I'm sure it will deliver on that front and that is what many people are looking for. Me and my friends will be "beer festing" by the bbq this year. Perhaps the start of a new tradition?

Posted: **Thu Jun 04, 2009 9:54 am**

I think you're on to something there Jeremy. What about a big BBQ event where the price of admission is you bring your own items to cook and some fine bottles to share. All we need is a host with a big back yard. Now THAT would be a hell of an event and much better value for money.

Posted: **Thu Jun 04, 2009 10:46 am**

Jon Walker wrote:I think you're on to something there Jeremy. What about a big BBQ event where the price of admission is you bring your own items to cook and some fine bottles to share. All we need is a host with a big back yard. Now THAT would be a hell of an event and much better value for money.

Jer along with my roommates and I had discussed an Anti-Beerfest Beerfestival at someones home or Condo the weekend of Beerfest. Not sure if it will come to pass, but it is by far not the worst idea that any of us have ever had!!!

Posted: **Thu Jun 04, 2009 11:25 am**

Well that Saturday is my birthday, but we're doing a Jays game and have drinks and dinner afterwards at one of Toronto's finer beer drinking venues. For $45 plus sample costs its really not worth it IMO

The Bar Towel

Toronto's Festival of Beer leaving Fort York