Is the Great American Beer Festival losing some of its hype?
The tickets to the nation’s largest beer festival and disappear fast. But this year, it took four hours and 15 minutes to sell out — longer than any time since the event expanded in 2015.
A year ago, the Denver event sold out in record time at 67 minutes. In 2015, it only took 77 minutes to reach capacity. But the organizers downplayed the turnabout.
All tickets are sold out! We'll look forward to celebrating with you in October! 🍻
— GABF (@GABF)
“As I think about an event of GABF’s longevity – 2017 marks our 36th year – I think it’s natural to see some fluctuations in the patterns of demand and the pacing of selling out,” said Barbara Fusco, the sales and marketing director for the Brewers Association, the Boulder-based organization that organizes the event.
“In my mind, the same-day sell-out signals that GABF remains popular with beer lovers who are excited for the opportunity to come to Denver–from all over the U.S. and even the all over the globe–to experience what is unique about this event: the opportunity to try beers from all types of breweries from every corner of the country, in a fun and educational environment,” Fusco added in an email.
This year’s event — Oct. 5-7 at the Colorado Convention Center — will feature unlimited 1-ounce samples of more than 3,800 beers from 850 breweries, the most ever. A ticket cost $89.50 with fees included.
Even without the usual ticket spree, the sale generated all manner of reactions — celebration and disappointment — on social media forums. (See highlights below.)
Early in the day, numerous beer fans encountered troubles with Ticketmaster, the vendor the Brewers Association uses each year. A number reported selecting tickets only to see them disappear when it came time to check out. Others hit roadblocks that made it appear tickets were sold out, even though many were still available. But no widespread problems were reported.
Got my tickets! To anyone searching the hashtag, ticketmaster website was a mess didn't work at all, but the app worked.
— michae1saur 🦖 (@michae1saur)
https://twitter.com/yoHuckleberry/status/892779258027704320
More than 60,000 people are expected to attend the three-day event, according to the Brewers Association.
Before the sale ended, tickets flooded the secondary market with starting prices at $100 and more. For those who missed out on tickets, event organizers willing to offer face value on the Brewers Association Facebook page and American Homebrewers Association forums.
The Saturday members-only session sold out Tuesday in the presale. In the public sale, tickets for the Friday evening session vanished in less than an hour, but others remained available for hours.
Here’s how the ticket sale looked on Twitter:
— GABF (@GABF)
https://twitter.com/NMBeerGeek/status/892772436919189504
https://twitter.com/yoHuckleberry/status/892779258027704320
https://twitter.com/gmschulte/status/892783582166401024
— GABF (@GABF)
Best. Day. Ever. Got dem tickets!
— BleedzGreen (@BL33DZGR33N)
https://twitter.com/DHanway/status/892751068022452225
Just got our tickets for opening day! Is it October yet?
— Thirsty Bastards (@thirstybastrds)
grabbed tickets on the first try
— John Camalick ⛷ (@JohnCamalick)
Give me liberty or give me beer. Actually, just give me beer. round two in October!!
— BadAsh (@thebadash23)
I spent five minutes watching the ticketmaster countdown clock approach zero. I got confirmation by 10:04. See you in October!
— Sean Braisted (@SeanBraisted)
After four years of living in Colorado, I will finally be attending my first Great American Beer Festival!
— DVP (@dvanpat)
Over 900 brewers and over 3800 beers to try. I need to start training for October
— Trophy Husband of Rivia🐝 (@thedadpocalypse)
Thursday Night of is going, going, gone!
— GABF (@GABF)
