RED ALERT!
Touring trade show organizers from Calgary have been impersonating an Edmonton business and festival.
Calgary trade show organizers, have been using the name of Edmonton’s beloved festival to acquire funds intended for Edmonton by selling sponsorship as if they were the Edmonton International BeerFest.
Their tactics aim to gain sponsorship dollars and attendees by exploiting the goodwill and reputation of Edmonton’s beloved festival. They have been very effective at this in the Calgary market, convincing out-of-town sponsors they are sponsoring the internationally recognized Edmonton BeerFest. Their material and website has trusted organizations and charities listed as “Partners” in attempts to establish credibility and trust .
Names this trade show are using in their marketing and sponsorship sales include the following:
- Edmonton BeerFest
- YEGBEERFEST
- Edmonton International BeerFest
- many other variations
The Purposeful confusion practiced by this company include:
- Selling fake tickets to Edmonton BeerFest
- Having partners sell fake tickets to Edmonton BeerFest on their behalf (e.g., “Purchase ______ and get a free Edmonton BeerFest ticket”)
- Accepting sponsorship dollars intended for Edmonton’s BeerFest
- Scheduling events on abnormally close dates in venues with similar names
- Impersonating an Edmonton business and using media content from Edmonton BeerFest as their own
- Leveraging the local festival’s name and history with suppliers, media, entertainment, etc.
- Scheduling events on the exact same dates as previous years’ Edmonton BeerFest
These business practices have caused confusion among sponsors, media and attendees in Edmonton and internationally. Investment intended for Edmonton was taken from its intended community of Edmonton to Calgary. The Calgary company has used these funds to sponsor and fund projects in their community, attempting to establish credibility and making it difficult to correct the confusion.
The legitimate festival’s name and reputation have been damaged in their community and internationally.
We only recently became aware of this. pre Covid this trade show was very small and in the summer months.
SCAM WARNING!!!
FAKE TICKETS being sold to the Edmonton BeerFest are an issue. We are doing our best to work with the community, ticket sellers and local authorities to prevent this, however they still exist
Typical Scams for the event are as follows:
- BAIT AND SWITCH
- eg. The Ticket states Edmonton BeerFest or some variation – purchaser receive tickets to consumer trade shows (Free Events) as far away as Calgary, Jasper, Banff, or bar/pub promotions.
- Scammers use “Partner” and “Charities” – to advertise for them Advertisement states “Free admission to Edmonton BeerFest” with the purchase of a ticket to a different or “associated” event and in some cases even with a charity donation.
There is typically a no refund policy on these tickets so once a purchase happens the attendee is unable to ret a refund.
Edmonton BeerFest Tickets are not on sale yet and are not available.
If you have purchased a Fake ticket:
- Please let us know so we can keep the appropriate people informed:
- Email a picture of your ticket to info@EdmontonBeerFest.com
- Contact the seller of the ticket and let them know you were scammed and want a refund.
- There are cases where the seller doesn’t realize they are apart this
Edmonton BeerFest, a staple since 2006, was postponed 15 days before the 2020 event due to COVID-19. The convention center used for the festival was repurposed as a homeless shelter. This decision prioritized public health and supported local breweries through alternative means, highlighting the festival’s commitment to community well-being.
Any tickets from the postponed event are valid. Email info@loudcity.ca
Cicerone:
Contracted for BeerSchool – October 2023
Price $6,000 for 3 days CAD
- Deposit paid November 2023
- Listed on all relevant media platformsTicketing platforms:Eventbrite
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- All in Events
- Showcase
- Travel Alberta
- Explore Edmonton
- Social media
- PrintPosterFlyersTickets
- Venue booked and contracted
- Advertised globally as “ The only place in Canada for In person cicerone training”
- 190 people scheduled to attend BeerSchool level 1 as of Feb 28th
- Listed on all relevant media and event platforms Press and media events scheduled
Cicerone received:
- Interviews about their participation
- Included in media coverage from The Sun JournalCBC
- CTV
- Global
- Mentions in documentary TV series
- Digital ads FacebookInstagramGoogle
Editorial – Print and Digital
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- The Sun
- The Journal
- Edify Magazine
PR and events pre scheduled:
- After parties
- Social media influencers booked
Neil Witte and Cicerone Cancel – Feb 28, 2024
- 0 notice
- 0 alternative provided
- Cancelation Reported by news outlets:The Sun JournalCBC
- CTV
- Global
- Mentions in documentary TV series
Cicerone Provided:
- 1 release about the their participation – March 13 stating they won’t be participating
Cicerone sells to new ownership March 20, 2024
Paid by Cicerone:
Damages:
- Paid by Edmonton’s ownership $370,000. + laborRemoval of all digital and physical media includingArtists posters from:Ray Bonneville
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- Sterling John
- Sinzere
- Brooklyn Blue
- North Stratton Pipe Band
- Charities including
- Vetrans Association
- Diabetes Association
- Sponsors Bartender Magazine
- Venues Explore Edmonton
Refunds provided by:
- Edmonton BeerFest Ownership
