2015 - winefest winefest festival report.pdfi was blown away by the professional nature of ......
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2015 Festival Report
Introduction Winefest is one of the most highly anticipated wine events in Alberta! It offers
consumers the opportunity to sample hundreds of red, white, port, sparkling
and dessert wines from the world’s most celebrated wine regions, as well as a
tasty selection of hors d’oeuvres.
2015 Winefest Edmonton
• 3,335 attendees
• 71 exhibitor booths
2015 Winefest Calgary
• 4,039 attendees
• 87 exhibitor booths
Demographics – Winefest Customers
Consumer Profile Winefest primarily attracts consumers within the age group of 25-44, who earn medium
to high household incomes.
8%
46%
25%
16%
5%
10%
47%
25%
14%
4%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
18-24 25-34 35-44 45-54 55+
Consumer Age Distribution
Edmonton Calgary
1%
5%
19%
21%
25%
17%
12%
3%
5%
18%
19%
25%
14%
16%
0%
5%
10%
15%
20%
25%
30%
Under 25K 26-50K 51-75K 76-100K 101-150K 151-200K 200K ormore
Consumer Household Income Distribution
Edmonton Calgary
Demographics – Winefest Customers
Consumer Profile (continued)
94% of attendees rated their
overall experience at
Winefest as Excellent, Very
Good, or Good.
1%
4%
12%
42%
41%
1% 6%
16%
41%
36%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Poor Fair Good Very Good Excellent
Consumer Overall Experience
Edmonton Calgary
88% of attendees said they
would Definitely, Very
Likely, or Likely recommend
Winefest to others.
Demographics – Winefest Customers
91% of consumers indicated
they would Definitely, Very
Likely or Likely purchase a
wine they tasted at Winefest.
Consumer Profile (continued)
2%
5%
14%
35%
44%
4%
7%
16%
34% 3
9%
0%5%
10%15%20%25%30%35%40%45%50%
Not likely Somewhat
Likely
Likely Very Likely Definitely
Consumer Likelihood of Purchasing a Wine Tasted at Winefest
Edmonton Calgary
Demographics – Winefest Customers
A – Fun with friends and family
B – Find great wines to purchase
C – All-inclusive event
D – Increase my wine knowledge
E – The overall atmosphere
F – To meet new people/network *Note: Respondents could select more than one option
An average of 63% of
consumers attended Winefest
to find great wines to
purchase (Answer B).
Consumer Profile (continued)
83%
66%
45%
40%
30%
8%
78%
60%
41%
39%
24%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
A B C D E F
What Motivated You to Attend Winefest?
Edmonton Calgary
Demographics – Winefest Customers
What consumers said about the 2015 events:
“This was a fantastic event. I was blown away by the professional nature of
the event, the wide variety of food and of course the amazing wine. I
definitely plan on making this an annual event.” (Edmonton)
“An absolutely fantastic event this year - the best yet! Kudos to all the
organizers, marketers and exhibitors. The wine choices were excellent.”
(Calgary)
“Extremely enjoyable afternoon spent in the company of good friends and
good wine.”(Edmonton)
“It was our first time attending Winefest, and we had a great time! Would
definitely attend again!” (Calgary)
“It was a fantastic way to taste a variety of different wines that otherwise I
would have never experienced or purchased. I would highly recommend
Winefest to my friends!!” (Edmonton)
Demographics – Winefest Customers
Industry & Trade Each year, Winefest hosts a private Industry & Trade Tasting, giving exhibitors the opportunity to
network exclusively with industry buyers. This year, over 440 qualified trade attended the private
sessions in Calgary and Edmonton to meet with local wine agents and winery representatives.
0%
15%
27%
58%
7%
14%
25%
54%
0%
10%
20%
30%
40%
50%
60%
70%
Don't Value Somewhat Value Value Highly Value
Value of I & T Tasting to Winefest Exhibitors
Edmonton Calgary
4%
46%
31%
19%
4%
25%
54%
18%
0%
10%
20%
30%
40%
50%
60%
Poor Fair Good Excellent
Quality of I & T Tasting for Winefest Exhibitors
Edmonton Calgary
Words from industry attendees:
“I really appreciated the private session; we
weren’t rushed and made great connections. Had
a fabulous time; will definitely do it again next
year.”
“I really enjoy the exposure to wines that I have
not heard of before. It is a great opportunity for
lesser known wineries to reach out. I learned that
there is a winery in Saskatchewan, I would never
know of them if I didn't attend!!”
97% of industry attendees
extremely valued or valued the
ability to network with beverage
agents.
100% of industry attendees
extremely valued or valued the
ability to sample new and unique
products.
Demographics – Winefest Customers
2015 Event Marketing Festival Database
Email advertisements were sent to over 45,000 Festival database email addresses.
Print Material
Postcards were distributed to exhibitors, in Sobeys Liquor stores throughout Alberta, and various small businesses in Calgary and Edmonton.
Social Media
Winefest holds a significant presence in social media with over 1,050 “Likes” on Facebook and 2,050 “Followers” on Twitter. Winefest also
promoted event details on Instagram to over 370 followers. In addition to the pages Winefest moderates, advertising was also purchased on
Facebook, Twitter and LinkedIn.
Print Advertising
Winefest ads were placed in the Calgary Herald, the Edmonton Journal, Avenue Magazine, and The Tomato magazine.
Online Advertising
Winefest digital ads and mobile ads were placed in CalgaryHerald.com and the Calgary Herald smartphone app.
Radio Advertising
Winefest advertised with the most popular radio stations in Calgary and Edmonton including 90.3 AMP Radio, Country 105, 98.5 Virgin Radio
(Calgary); and 91.7 The Bounce, 102.9 SONiC, 102.3 NOW! Radio (Edmonton).
Website
The website www.celebratewinefest.com received a significant amount of traffic in the four months leading up to Winefest, totaling over 48,000
visits - of which, 68% were new visitors.
The Festival continues to utilize a comprehensive marketing plan:
Demographics – Winefest Customers
Public Relations & Media Winefest enjoyed an abundance of media coverage in 2015:
TV Coverage & Interviews
Global, CTV News, CTV Morning Live (Edmonton); CTV Morning Live, Global Morning News, Trending on Shaw, Global Weekend
(Calgary)
Radio Interviews & On-Site Coverage
630 CHED (Edmonton), 660 News & CBC Radio (Calgary)
Print Coverage
City Palate, Where, Swerve
E-zines, Blogs & Other Online Listings
• Alberta Culinary Tourism Alliance
• Epicurean Calgary
• Explore Edmonton
• Modern Momma
• Little Miss Andrea
• To Do Canada
• Travel Magazine
• Vue Weekly
…and many more!
Demographics – Winefest Customers
2015 Exhibitor Profile Exhibitors that participate in Winefest include:
• Agencies that represent local and international red, white, ports, sparkling, and dessert wines
• A selection of local food purveyors serving hors d'oeuvres to complement wine such as cheese, chocolates & olives
• Wine-related organizations such as wine accessory retailers
• Industry services such as LiquorConnect.com
• A limited number of specialty companies such as travel bureaus promoting wine-related travel and tours
Demographics – Winefest Customers
Exhibitor Survey Results 98% of exhibitors felt that the
overall quality of the Festival was
Excellent or Good.
Poor0%
Fair2%
Good45%
Excellent53%
Overall Quality of Festival
Poor0%
Fair0%
Good17%
Excellent83%
Quality of Festival
ManagementPoor2%
Fair6%
Good55%
Excellent37%
Quality of Customers
When asked if their objectives for
participating in the event were met,
91% of exhibitors responded with yes.
Poor0%
Fair4%
Good44%
Excellent52%
Success of Participation
96% of exhibitors felt their success
of participation was Excellent or
Good.
Demographics – Winefest Customers
People’s Choice Awards
Poor0%
Fair2%
Good45%
Excellent53%
Overall Quality of Festival
Poor0%
Fair0%
Good17%
Excellent83%
Quality of Festival
ManagementPoor2%
Fair6%
Good55%
Excellent37%
Quality of Customers
Poor0%
Fair4%
Good44%
Excellent52%
Success of Participation
Each year, Winefest hosts the People’s Choice Awards
– a tantalizing line-up of wines to refresh your top sip
list! Guests vote for their top picks using the
Winefest App or by filling out a paper ballot while at
the event. Thousands of votes determined the 2015
crowd favourites in both Calgary and Edmonton!
2015 Winefest Edmonton Winners
2015 Winefest Calgary Winners
Demographics – Winefest Customers
2015 Winefest Sponsors
We graciously thank the 2015 Winefest
Sponsors who were an integral part of
the event’s success, providing financial,
marketing and event support.
Winefest prides itself on developing
mutually beneficial relationships, which
include unique programs for each
sponsor.
Demographics – Winefest Customers
2016 Winefest Dates
Edmonton
February 12 & 13, 2016
Shaw Conference Centre, Hall D
Friday Evening Session: 7 – 10 pm
Saturday Afternoon Session: 2 – 5 pm
Saturday Evening Session: 7 – 10 pm
Calgary
February 19 & 20, 2016
Stampede Park BMO Centre, Hall E
Friday Evening Session: 7 – 10 pm
Saturday Afternoon Session: 2 – 5 pm
Saturday Evening Session: 7 – 10 pm
www.celebratewinefest.com
The organizers of Winefest also proudly produce the largest wine and food
event in Alberta - the Rocky Mountain Wine & Food Festival. This Festival offers
the chance to sample an extensive variety of wine, premium spirits, scotch,
and import and micro-brewed beer, along with gourmet food samples from local
restaurants, eateries, and hotels.
Visit rockymountainwine.com for more information.
Calgary
October 16th & 17th, 2015
Edmonton
November 6th & 7th, 2015
Demographics – Winefest Customers
Contact Us General Contact Information Telephone: 403-228-0777 Mailing Address:
Toll-free:1-866-228-3555 Box 113 - 1500 14th Street SW
Fax Number: 403-398-1334 Calgary, AB, Canada T3C 1C9
Consumer Inquiries: Exhibitor Inquiries
Sarah Whiteley Liz Horner
Event Assistant Senior Event Coordinator
E: [email protected] E: [email protected]
Sponsorship Inquiries: Katie Hopkins
Cathy Cook Event Coordinator
Festival Director E: [email protected]
Stacia Zack
Marketing Inquiries Senior Event Coordinator
Daytanya Fissell E: [email protected]
Marketing Manager