Giving Trash The Boot!  German Fest & The Boot Mug

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German Fest's goal of Gemutlichkit (good feelings) and boosting revenues resulted in a program that combined novelty with a reliable waste reduction strategy. At "Boot Night" clear, boot-shaped mugs were available to festival-goers at three beer sales areas, with refills available at many locations. Three years of experience with the boots resulted in some important insights.

• The boots were made of clear plastic. Clear cups are important when it comes to controlling underage drinking, as security staff are able to see the liquid in the cups.
  
• Beer refills do not present health risks, as the lip of the cup never touches the dispenser. Some soda dispensers work the same way; others touch the cup, making refills unsanitary. Rented soda equipment and new purchases can be chosen with refills in mind. German Fest did not offer soda refills.
  
• In their first year, the boots (filled) were sold for one dollar over the cost of a beer in a regular cup. All 5,000 were sold within two and a half hours.
  
• People liked the boots so much that several were sold empty, solely as souvenirs.  An important aspect for waste reduction is that people took  their cups home.
  
• In their second year, the boots were sold for two dollars over the cost of a beer in a regular cup, and 7,500 were sold. In their third year, the boots were back to one dollar over the cost of a beer in a regular cup, and the boots were nearly a sell-out.
  
• Sponsors paid for half of the cost of the boot cups, and printed their logos on the cups.
  
• Refills of the boots were sold at the same price as that of a beer in a regular cup.  Customers widely used their boot mugs for refills (the refills were not counted).
  
• During the first two years, the boots were actively promoted. All customers were asked, "Would you like that in a boot or a regular cup?"
  
• Communication with the servers was found to be very important. Some servers did not know the refill policy.
  
• Each year, signs about the boots were posted at the three areas where boots were sold. Boot night T-shirts were worn by festival staff and others.
  
• Don Ellingsen of German Fest offers this advice: "It's important to know when it's time to change. Keep things new and different". Others at the German Fest office noted that there are people out there who collect souvenir cups; this market can be better tapped with new designs that change each year.

For more information about German Fest's Boot Program, contact German Fest's Don Ellingsen at 414-224-9424 or call the Be Smart Information Hotline at 1-866-91-SMART.