Brewers Association (BA) senior VP of meetings and events Nancy Johnson will retire from the trade association at the end of 2024.
In the latest installment of A Round With, a weekly Insider-exclusive feature, Johnson looks back on her three decades at the BA and how the trade group’s events have evolved, as well as what beer events must do to continue to connect with consumers.
Here are highlights from the Q&A:
Can you pinpoint a moment that you are particularly proud of from your time working with craft brewers?
Nancy: I’m super proud of a couple of things, starting with our “member-first” decision-making process. We make decisions based on “what’s best for Brewers Association members?” Constantly asking that question can really help bring forward great ideas and events.
Other things that I’m proud of:
- The 2008 creation of SAVOR: An American Craft Beer & Food Experience was a real highlight. Beer and food pairings were a new concept, and this event elevated the beer festival experience to a new level. It had a successful 15-year run – an accomplishment for any festival!
- The 2010 creation of the Farm to Table event at the Great American Beer Festival (GABF), which is now known as PAIRED. We partnered with a cooking school with the idea that culinary students could learn more about craft beer and (hopefully) be the future chefs/owners who serve craft beer in their white tablecloth restaurants.
- The Paws and Relax Lounge at CBC24 is a personal favorite (dogs!). Having therapy dogs available on the show floor to provide a fun break for attendees to pet sweet dogs was so fun. I hope future CBCs continue with this tradition.
- Most importantly, I’m super proud of my team at the Brewers Association. I’m excited for them to take the lead in ushering in a new era of amazing BA events.
Many of us are used to going to the BA’s events, but don’t see what goes on behind the scenes. Any wild scenarios you’ve had to wrangle to make sure everything comes together?
Nancy: Ha. There’s always some minor issue that seems big as it’s happening, but then it’s in the rearview mirror, and the memory fades. Some highlights for me:
- At my first show in 1994, an exhibitor had shipped equipment from overseas that was too large to fit through the hotel freight door. After several heated conversations with multiple parties, we placed the equipment at the hotel entrance rather than on the show floor;
- Canceling the 2020 CBC a few days before we were set to travel to it (because of COVID-19) required more wrangling than I ever experienced;
- The rainout of the 2023 CBC Welcome Reception in Nashville was a tough one. There were lots of communications as we stood in the conference command center, watching the weather get worse and finally making the call to cancel. Communicating messages like that is never fun.
What’s one of the biggest challenges when coordinating a beer event?
Nancy: Communication. Ensuring attendees, exhibitors, volunteers, staff, sponsors, vendors and the venue all have the information they need to have a successful event is of the utmost importance. Rising costs and projecting venue size, hotel rooms needed, and expected attendance are also becoming more challenging.
We’ve seen a lot of change in beer events post-pandemic, including the postponement of Homebrew Con. How do you envision beer events in the future, both for industry members and consumers?
Nancy: More experiences! Today’s festivals need to offer awesome experiences for all walks of life. When I took over as GABF director in 2001, people were flocking to beer festivals to try the next big thing in craft beer, but there were some beverage quality issues in those early years. The association’s message to breweries was that quality mattered, as no one wanted craft beer to get a bad name. As the festival grew, we added more experiences – even though beer was the show’s star. Ultimately, to stay relevant, we need to get fans in the door, and that requires creative thinking and innovation year over year.
For example, many beer fans love other beverages, so we are welcoming breweries and others to pour a variety of beverages at GABF this year – ciders, canned cocktails and a variety of non-alcoholic (NA) options. In addition to that, we have five new “experience areas” at GABF where breweries will be pouring. Through this evolved format, we hope to offer many “surprise and delight” moments to everyone.
Offering a better experience for participating breweries is also a must-do. After COVID-19, we had to cut back on expenses, some of which may have impacted brewers’ experiences. Ongoing venue construction also posed challenges.
This year we will return to treating participating breweries like the rock stars they are (e.g., a brewers’ green room just off the festival hall with snacks, drinks, community-building opportunities, and the always popular “badge-only” restrooms reserved for those with festival credentials). It’s all about offering a great, memorable experience for everyone. With a well-thought-out plan, beer events are an excellent way for people to come together and celebrate this awesome industry.
Speaking of Homebrew Con … the BA is reevaluating what that event looks like. How have you seen that event and its attendees evolve over your time at the BA?
Nancy: All events evolve over time. There’s a more diverse audience attending Homebrew Con (HBC) now than in the late 1990s. Post COVID-19, it’s been difficult to get HBC back on track and there is a lot of thought going into what it could look like in the future. Given the need to keep costs low for attendees and rising costs to produce events, it’s a tough nut to crack.
You’ve had a front row seat to the evolution of the craft beer industry over the past three decades, including various brewing and innovation trends. What is something that may have gone out of style that you think craft beer should bring back?
I prefer more sessionable beers, always have. IPAs have had a huge spotlight on them for the past few years (and still do), and alongside that category growth, I love seeing all of the NA options and new, sessionable offerings that breweries are exploring.
If you had a magic wand and could change one thing that impacts the craft brewing industry, what would it be?
Nancy: This wouldn’t necessarily be a change because it very much exists currently, but I hope the craft brewing industry continues to be a community, to welcome all and hold space and have grace for differing opinions.
I’m sure there’s some well-deserved rest and relaxation in your future. But what is something you’ll miss from your time as BA events director?
Nancy: Even though I saw most people only a few times a year, I’ll miss many of the folks in the industry that I’ve met over the years. I wish I could shout them all out individually here. Thanks all – I had the time of my life, and it was a great ride!
What are you most looking forward to in your retirement?
Nancy: Ah. I’m looking forward to the real luxuries – slow mornings sipping coffee on the front porch, more time in nature, road trips, exploring new places with my husband and dog, hiking, biking, yoga, more dog walks, uninterrupted quality time, being with people I love and more quiet moments to focus on gratitude. Simplicity is where it’s at for my next great adventure.