Oktoberfest is the world’s largest beer festival, it is held annually in Munich, Germany. The origins of the event can be traced back to October 12, 1810, when Crown Prince Ludwig, later King Ludwig I, married Princess Therese of Saxony-Hildburghausen.
Munich citizens were invited to celebrate the royal wedding in the fields in front of the city gates. The festivities included horse racing, which repeated in the subsequent years. These famous public fields were named Theresienwiese – ”Therese’s fields” – in honor of the crown princess; although locals have since abbreviated the name simply to the “Wies’n.” Oktoberfest has become a regular event running over a two-week period and ending on the first Sunday in October.
The Oktoberfest is known for the beer tents, which are sponsored by different breweries. Only beer from Munich breweries is intended to be served on the Oktoberfest, as custom dictates. The breweries are members of the Association of Munich Breweries e. V. and they are allowed to fill the beer mugs of the Oktoberfest namely: Augustiner; Hacker-Pschorr; Hofbräu; Löwenbräu; Paulaner and Spaten. These breweries have been brewing beer for centuries and are known for their unique flavors and brewing techniques.
In popular culture, Oktoberfest has been depicted in various forms of media. For instance, a German historical drama called “Oktoberfest: Beer and Blood” was released in 2020. Set in 1900, it focuses on the showman brewer Curt Prank as he transforms the festival into a global tourist attraction by replacing the local brewery stands with one large pavilion.
The festival has evolved to be an iconic representation of some aspects of Bavarian culture and has become hugely popular elsewhere in the world and has even led U.S. cities to hold their own versions of the event. Other notable Oktoberfest events are held in Cannstatter Volksfest in Stuttgart, Germany; the second-largest beer festival in the world after Munich’s Oktoberfest. Typically it begins one week later than Oktoberfest.
The Oktoberfest Zinzinnati in Cincinnati, Ohio is the USA’s largest Oktoberfest and is held every year in the city. Some half-million people attend this festival, which has taken place since 1974.
The Oktoberfest in Leavenworth, Washington, near Seattle, is one of the top Oktoberfests in the US and takes place throughout the Bavarian-styled town, complete with the longstanding traditions of music, dancing, and the ceremonial tapping of the kegs.
In Canada’s Ontario there is also an Kitchener-Waterloo Oktoberfest and this is reputedly the largest Bavarian festival in North America and has been running for over 40 years.
Not to be left out, the Oktoberfestblumenau in Blumenau, Brazil is another one of the largest Oktoberfests outside of Germany and attracts over 700,000 visitors each year.
Alcohol consumption is an important part of the modern festival, and in Munich, more than 1 million gallons (6.9M Litres) of beer are consumed annually at the Munich Oktoberfest. In 2022, around 5.6 million liters of beer were poured at the Oktoberfest in Munich. The alcohol content of beer offered at the Oktoberfest varies by brewery. For instance, Hofbräu’s Oktoberfest beer has an alcohol content of 6.3%.
Something Cultural and Commercial
Over the years, Oktoberfest has grown into a significant cultural and economic phenomenon. It’s not just a celebration of Bavarian culture; it has become a global event, with millions of visitors from all over the world.
Oktoberfest showcases German traditions, including music, dance, food, and of course, beer. Revelers descend on the tent-filled meadow with the hope of consuming loads of beer, indulging in German delicacies and music, and consuming bratwurst sausages and giant pretzels, many also show up in Miesbacher Tracht, showing off their finest dirndls and lederhosen.
The festival fosters a sense of community and togetherness, attracting people from different backgrounds to celebrate and enjoy the festive atmosphere.
Organizations that are associated with Oktoberfest and other festivals can greatly benefit from Customer Master Data Management (CMDM) systems in several ways.
Every year the festival evolves further and one part of the essential festivities is table reservations, particularly for larger or social groups. As the organizers suggest “ Secure transaction processing ensures that both the seller and the buyer are protected. This is an important step in pushing back the gray market, where thousands of euros were often demanded for a table.” Entry into the beer tents is free in Munich but only 25% of the places in the big tent are unreserved so booking is important if you want to be guaranteed seating.
Implementing a Customer Master Data Management (CMDM) system in the context of such events can significantly influence the process of table reservations for example.
CMDM systems store detailed customer information, this be very basic or as sophisticated as your event might require. When customers make reservations, this data can be utilized to differentiate between the types of customers. For example, if a customer prefers entertainment stage proximity or has specific seating requirements, the system can ensure these preferences are met during the reservation process.
CMDM systems such as the Pretectum CMDM can integrate with reservation platforms, allowing for a seamless booking process. Customers’ data is readily available, making it quick and easy to fill out reservation forms. Automation can also reduce errors and ensure that all necessary information is collected, improving the efficiency of the booking process.
The gray market engages in the unauthorized sale of goods or services outside of event-authorized distribution channels. Gray market ticket sales for entertainment events can pose several issues, among them counterfeit tickets, price gouging and inflation, and a lack of consumer protection.
Customer Master Data Management (CMDM) solutions can help address some of these issues by identifying customers uniquely and ensuring data accuracy and consistency across different systems. The Pretectum CMDM platform enables organizations to maintain a single, reliable source of patron data, which can help prevent fraudulent activities and improve customer experiences. Prospective gray marketeers can also be identified based on their registration profiles.
For loyal attendees or delegates to such events, the CMDM system can support the tracking of the customer’s participation over time. Event organizers can use this information to reward these loyal customers. They could offer priority table reservations or exclusive access to certain areas for customers who frequently attend events. These kinds of incentives encourage customer loyalty and repeat business.
CMDM systems can also support the storage of feedback and reviews from previous events. Organizers can analyze this data to identify areas for improvement. Whether it’s related to seating comfort, ambiance, or service quality, this information can guide decisions on table arrangements and overall event setup to enhance customer satisfaction.
Contact us to learn more about Pretectum CMDM.