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New hall, director will improve 11th annual beer fest.

The nation's biggest domestic beer fest will continue its tradition of growth and improvement in 1992 at the 11th edition of the Great American Beer Festival held October 2-3 in Denver, according to the Association of Brewers.

Most notable among the changes for this year is the new festival director Marcia Schirmer. Schirmer has spent much of the last 10 years as executive director of the Colorado Music Festival and currently acts as president of the Schirmer Office, a consulting group specializing in non-profit management, marketing and development. After working for the past two years as festival assistant director, Schirmer has gained plenty of first-hand experience.

Retiring director Daniel Bradford will step down after seven years to move to Durham, NC.

Another change for 1992 is its move to the 65,000-square-foot hall. The move to a larger hall at Denver's Merchandise Mart was prompted by record attendance at 1991's festival. "People were packed shoulder to shoulder both Friday and Saturday night last year," reported Association of Brewers marketing director Matthew Walles. The new hall doubles the size of last year's and should allow ample room to grow for the next few years, Walles added.
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Title Annotation:Great American Beer Festival
Publication:Modern Brewery Age
Date:Feb 3, 1992
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