Triggerhouse

Samuel Adams: Beer Garden, Zinzinnati Oktoberfest

Cincinnati, OH

Challenge

Recreate the Samuel Adams Beer Garden at Zinzinnati Oktoberfest and outfit the VIP lounge for guests and brewers.

Approach

For the world’s second-largest Oktoberfest, the 2019 Zinzinnati Oktoberfest, Trigger(House worked closely with the Boston Beer Company Experiential and Sales teams to create another take on the traditional beer garden. In order to accomplish outfitting a 40’x80’ footprint with assets made for a 30’x30’, the beer garden had to be broken apart with photo ops and giant Jenga relocated and an illuminated entrance that offered standing pub tables for a lounge. Samuel Adams beer was offered for purchase at the back of the beer garden and sampled out of the Happier Camper. In the VIP lounge, a DJ pumped the music all day and night while beer flowed, games were played, Samuel Adams founder Jim Koch spoke, and guests hung out in the lounge to take a break, enjoying some college football and catered lunch.