Evaluation:
1. The total profit raised from Untapped exceeded the initial objective by raising £533.33; this success largely stemmed from the popularity of the raffle tickets at the event itself, as sales were over 100% more than aimed for, totalling £200. In addition, the objective only aimed for around half of the event's tickets to be sold, whereas the actual number of tickets sold was 36, with only 4 tickets left unsold.
The success of this objective is largely due to the attainment of beer related raffle prizes, specifically appealing to the event's audience, as well as the low spending costs achieved in actually delivering the event itself, allowing for a low spend per head and greater profit margin.
The event's success in selling most of it's tickets, was probably aided by the event's feature in the 'Sheffield Telegraph' and the presence built up on the Untapped twitter account, where many prospective attendees, breweries, and bloggers engaged with the event's tweets including blog posts, pictures, and beer related stories.
2.Verbal feedback received by Johnny Cole from 'Cavendish Cancer Care' stated that he felt a new audience of people were at the event, as their network of donators/supporters are generally recognisable.
After the event, a survey was sent out to attendees, in which a 25% response rate was received. All respondents stated that they understood what the event was, however there was no specific question in the survey regarding their awareness of the charity and how the event has influenced/impacted it. Perhaps the objective could have been better achieved through asking this question.
This said, the event seemed to introduce a new audience to the charity, which has been echoed by Johnny Cole; a comment from a survey respondent stated 'Updates via social media were regular. It really seemed to become part of the real ale community', also suggesting that a new specific audience in Sheffield are now aware of the local charity.
3.The event managed to establish ties and collaborate with many Sheffield based businesses; the event was held at established craft ale venue 'The Sheffield Tap, and the live music, catering, and beer mat design were all provided by Sheffield based businesses and people.
The beer tasting workshop featured 2 brews from the Sheffield Tap's own Microbrewery and another from well known Sheffield brewery 'Thornbridge', which contrasted successfully with 2 brews from outside of the area.
The success of establishing these collaborations was probably reflective of a local focus with a local charity and an event which is centred around a very popular interest [ale] in the Sheffield area.
All of the services provided by local people and businesses were provided free of charge apart from the catering by 'PJ Taste' who asked for a donation for their own charitable project; the acquisition of so much in kind support really demonstrates the success of this objective.
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10
Attendees socialisng while enjoying live music from The Wild Sons of Gentlemen