We go to a number of events throughout the year that involve an array of product and brand launches. It's always great to see what is coming out and those that are involved behind those brands. Bar Convent Brooklyn is in its 6th year and is for the industry professionals from bar and restaurant owners, mixologists, educators, and more to come together. We have the opportunity to to meet brands new and old as well as to try brands. Whether you're hitting the show floor, the Main Stages for education, parties, and more this event really does celebrate the community and you leave wuth a bigger understanding of spirits as well as seeing trends that you'll notice when you're at your favorite spot.

We wanted to sit down to find out more about this event, why it's located in Brooklyn, what it takes to put on this 2 Day event that takes place June 11th and 12th at Industry City and more. We talked with event industry veteran, Jackie Willuams, Event Vice President of RX (the organization that puts on trade events of this nature) to have these questions and more answered!

ATHLEISURE MAG: It’s always great to go to industry events and there are some that we have gone to that we have seen it from its debut season forward! When BCB launched in 2018, we headed to Greenpoint to check out the vendors, programming, education, and parties that took place and then we came back again in that neighborhood in 2019. Now in it’s 6th year, we’re looking forward to attending again in Industry City. So it’s amazing to see how it’s progressed over the 6 years that it has been in existence!

JACKIE WILLIAMS: Yeah, it’s pretty crazy! The fact that it has been 6 years and yet it’s only been 6 years, it’s just you blink and it’s gone!

AM: Before we delve into talking about BCB and this year’s events, I’d love to know about your background and how you came into BCB.

JW: For sure! How did I come to BCB? Well, I’ve worked in the tradeshow world for 18 years. I have been at RX for just over 15 years. I started out in Marketing, I have worked at a ton of our events from jewelry to security, to publishing, and then I ran marketing for all of our consumer events for awhile. And then, when the opportunity came up for BCB, I said, yes sign me up! I was running a different event at the time and the event I was running was the exact same dates as BCB so I would see the pictures online and I was in Manhattan and BCB was in Greenpoint at that time and I was like, man, I want to be able to check that out! I think that this will be my year 4 of running it in Brooklyn and I said, yes absolutely! This is amazing and I was so excited to be part of it. Since then, it has been such a good old time in trying to do a groovy event and keep growing to support the industry. It has been amazing.

AM: We love hearing that story and hearing about your time with RX. We’ve been from the fashion and accessories side attending the JCK shows for as long as I can remember!

JW: Oh yeah! I used to work on the JCK portfolio for a little while.

It’s such a small world in terms of how it all just comes together and is full circle. I used to help out with Agenda and a couple of the other events that we did.

AM: You’re known as someone who does these large scale events. What is your role as an Events Vice President as I know you must have 80 hands going!

JW: I have a lot going on. As the Events Vice President, I do a little bit of everything. I oversee the strategy down to the execution I do have a large team and they are excellent at what they do, right? We have a Registration Manager, a couple of Operation Managers, a Marketing team, and it’s about keeping it together and organized and being able to function as a well run machine. So there is a lot going on and there is a lot going on in my brain at all times. My notebooks are always constantly full. It’s a little bit of everything that I touch.

AM: We can only imagine.

What is an average week like in terms of getting this event together. What is it like when you’re a year out planning the next event, what’s in that month, and what’s that week of life?

JW: Yeah, so – one of the things that I love about doing events is that we don't do the same thing everyday and we don’t do the same thing every week which kind of makes it exciting!

So we actually start more than a year before the next event.

AM: Really?

JW: Yeah, so right now, we’re pretty far down on the logistical side of 2025, we have our dates, we’re finalizing our floorplan, setting up our systems so we’re ready to sell booth space for 2025. We’re working on what our event creative for ’25 is going to look like and we’re zhuzhing it up for what it’s going to look like then.

Immediately following the event is when we get into strategy. We’re looking at the post event surveys that we sent out, doing group conversations with our vendors and our partners, and internally we talk about what we can improve upon. We talk about what went well and we always want to continue to do what we went well on. We also look at where we fell short. How can we come together collectively and make the event better? Whether the registration line was too long and we needed to add more tables – we need to increase our registration space or if people want to see more food offerings – how can we get some more food trucks into the mix? Those kinds of things, every single survey, I read every single word of it. So do a lot of the other members of our team as well. So that year out, we’re looking at diving in to see how we can improve on those things. We continue that as we start selling, hitting the road and talking to customers.

I would say at 4 months out, that’s when things get really crazy! That’s because that is when registration is opening and we’re trying to get all of the logistics for the exhibitor manual, move in time, compliance information, the Certificate of Insurance they need. At this point, it's about finalizing all of the education.

As we get closer, it’s about answering all of the questions whether it’s a customer or someone internal coming up with new ideas or experiences. Right now we’re about a month out and I don’t really sleep much at this point! I just want to be there for our customers and the ramp up to the event and to support our internal team. At this point, I’m just trying to get through all of those emails and phone calls.

A week out, we get to the event and we start building it up from laying down the turf, marking the floorplan, building the registration tent, working with our General Contractor on when we will accept freight, when the floral goes out – our production schedule is an Event Planner’s dream. It’s long, color coordinated, very detailed, but I have an amazing team to help and they are the ones that really deserve all of the credit for their hard work.

AM: Wow it’s intense!

Why was this show created and what was the decision to have it in Brooklyn?

JW: BCB started in Berlin many years ago and it was very small and a couple of bartenders and brands got together and Bar Convent Berlin has really grown to be the largest international beverage event which is amazing. If you haven’ gone, I suggest you do!

AM: It has been on our list.

JW: It’s a very impressive event! So we brought BCB to Brooklyn in 2018. We were working with our counterparts in Berlin to see if this made sense. Do people want this? We had those conversations with our brands and the exhibitors. We spent a lot of time talking with bartenders, owners, influencers, and navigated the landscape of the bar and bev scene in the US. Brooklyn felt like a natural fit, right? NY is an easy place to get to in terms of the States and globally as well. The heart and soul of Brooklyn, the creativity and the culture that is Brooklyn made it make sense for it to be in Brooklyn. So that's where it landed. We were at the Brooklyn Expo Center in 2018 to 2021 which was our last event there and then we moved to Industry City in 2022 and this was just an amazing place! We have been able to grow and connect with the folks that have their businesses there and it’s been a cool vibe!

AM: We’re excited as attending the first 2 years left such an amazing impression. So we can’t wait to check it out this year!

Last Dec, we did an interview with Lynnette Marrero who we know is your Head Educator at BCB.

JW: Oh I love Lynnette! She is amazing!

AM: It was so exciting to be able to talk with her as she’s such an OG in the space and we talked about a number of the places she worked at which was a bit of nostalgia for us as we were going to those spots so it’s interesting how things happen within a period of time.

In her interview in addition to other projects she is involved in, she really drove home the education component of BCB. What are the different things that take place that attendees should be aware of?

JW: For education, we have 4 different stages and they run all day, both days of the event. Our Main Stage is curated by our Education Committee which Lynnette is our Head of Communication, there are 14 sessions on our Main Stage over the course of the 2 days. 13 of them come with your badge and are free and is first-come-first-serve. The 14th one focuses on leadership and that is our Lunch & Learn. That happens on Wed, Alison Anne is hosting that session and it is a separately paid ticket. With that comes access to the session, lunch, as well as gift bags. So we’re really excited to introduce that this year.

We then have 2 other stages called our Liquid Lounges. These are really our brand stages where our brands get up and speak on different topics. But it allows our visitors to have an opportunity to sample. So as XY exhibitor is up there talking about their product, you will get a sample of up to 6 products that you can taste, smell, and see as they’re speaking. So it’s like being able to put liquid to lips during the education. Our last stage is Park Street University which our partners at Park Street, they curate it, they run it, and that stage is located in Building 8 on the 2nd floor and again it runs both days and those sessions are really geared towards the brands, exhibitors, and marketing. So that’s awesome in terms of education.

But we do have other activations that are going on throughout the course of the 2 days. William Grant and Sons is sponsoring our Opening Night Party on Tues night. We have our Welcome Cocktails so as soon as you walk in, Zamora Brand is sponsoring that so that’s the first opportunity once you get through registration. We have our courtyard bars and our new bar on 34th Street. For the 1st time we are also doing an event from 5-7 on Tues that will be located on 34th Street and it’s the BCB Street Party so we will have some live music. There will be some entertainment and an opportunity to sample, mingle, and network with other visitors on Tues.

AM: That is exciting and what a full calendar over those 2 days!

What are 3 events that you’re excited about or 3 events taking place over the 2 days that we should highlight?

JW: So I’m really excited for the Street Party! I think that it’s going to be really cool and different. Who doesn’t love live music and this event will be on Tues from 5-7 and it will feature music and lawn games and a variety of other entertainment! But it’s really about the connections and being able to network.

We have also added the Writer’s Block for the 2024 event. So we will feature 15 or so writer’s over the course of the 2 days and this will be happening in Building 8 on the 2nd floor as well. This will be a unique platform for industry writers to showcase and promote their latest publications as well as to engage with the visitors and to be able to meet and greet, sign and sell their books. It is just a dedicated space to offer an additional experience to the authors and the visitors.

I’m really excited for Alison Anne’s session and I hope that I can make that one as the topic seems amazing! It will be apropos to many of our visitors!

But one of my favorite things is just to be on that show floor! I love being able to see those brands that we know and love to see what their booth is going to look like and what the products will be. I also want to see the new brands and the new launches that are coming out. There are some new products that will be debuting at BCB this year and I am really excited for those! We do have an area called the Emerging Brands Pavilion. It’s an area of 27 brands and they are really first time exhibitors to BCB and they’re new and up and coming. It’s an amazing little area to sample and talk with these brand owners.

AM: That’s one of the best parts is to sample a brand that is starting out! I think it was in 2019, there was a gin brand that was based in Japan and it was a matcha gin. It tasted phenomenal and we got to speak with the owners and I was blown away to be able to learn about them as well as to our favorites that we have enjoyed for years. It’s also fun to see something launch somewhere and then to see it over the next few years in terms of how they have grown.

What are the challenges for you guys in putting on this kind of an event?

JW: There is always a logistical hurdle that we need to find a solution for. Another hurdle is that we always want to do better. We want to put an event together where people have success. We want to do the best that we can for each of those brands. Making sure that we’re communicating things in the best way that we can in the right way so that we can get folks to understand everything that we have going on and that they can get the most out of it. We want them to keep coming back and to continue to foster those connections that they have made. We’re always thinking about how we as BCB can continue assisting in making sure that they feel that they are able to make those connections whether that’s their individual brand or the large scale brand that they work for.

AM: For a brand that has never participated, how do they go about being part of BCB in the future as an exhibitor? Is there a qualification process?

JW: Every part of BCB is qualified. So we actually make sure that all of our visitors are part of the Bar and Beverage community. So we look at every single individual to make sure that they are coming and are a good fit for the event as well as the exhibitors naturally. The best thing to do is to use the form on our site that focuses on those interested in exhibiting. Someone from our Sales Team will get that and follow up with a few conversations. There is a form to fill out after those conversations. I’m also very available and my contact information is at the top of the website and I answer every email that I get so I’m happy to direct them to the right place. But they can come to our website to begin those conversations with us.

AM: BCB takes place over the 2 days, but are there things that you do throughout the year that is not just the tradeshow component?

JW: We go see our customers and we participate at the other BCB’s – there’s Berlin, São Paulo, and Singapore – there are 4 of us. So we do that and we can always pop up in other locations whether that at another event, someone’s office, or a bar!

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