How to Pick Events

Ask the organizer three things: expected attendance, how many beverage vendors will be there, and last year's actual gate.

Then run the numbers before you commit. A $500 fee at a 20,000-person festival can be the best day of your season — or the worst, if there are six other drink vendors.

Watch for beverage exclusivity clauses before you pay anything.

Repeat events beat new events. Regulars are the cheapest marketing there is.