2017 - winefest wf festival report.pdfintroduction winefest is one of the most highly anticipated...
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2017 Festival Report
Introduction
Winefest is one of the most highly anticipated wine Events in Alberta, offering
consumers the opportunity to sample hundreds of red, white, port, sparkling,
fruit, fortified and dessert wines from the world’s most celebrated wine
regions, as well as a tasty selection of hors d’oeuvres.
2017 Winefest Edmonton
• 3,448 attendees
• 74 exhibitor booths
2017 Winefest Calgary
• 4,432 attendees
• 98 exhibitor booths
Demographics – Winefest Customers
Consumer Profile Winefest primarily attracts consumers within the age group of 26-50, who earn medium
to high household incomes.
7%
20%
31%
21%
18%
3%
9%
23%
34%
17%
17%
0%
0%
10%
20%
30%
40%
18-25 26-30 31-40 41-50 51-65 66 and over
Consumer Age Distribution
Edmonton Calgary
3%
6%
13
% 1
9%
32
%
14
%
13
%
3%
11
%
19
%
21
%
21
%
16
%
9%
0%
10%
20%
30%
40%
Consumer Household Income Distribution
Edmonton Calgary
Demographics – Winefest Customers
95% of attendees
rated their overall
experience at
Winefest as
Excellent, Very
Good, or Good.
38
%
42
%
15
%
3%
2%
47
%
37
%
12
%
4%
0%
0%
10%
20%
30%
40%
50%
Excellent Very Good Good Fair Poor
Consumer Overall Experience
Edmonton Calgary
Consumer Profile (continued)
Demographics – Winefest Customers
93% of consumers indicated
they would Definitely, Very
Likely or Likely purchase a
wine they tasted at
Winefest.
49
%
32
%
12
%
6%
1%
41
%
38
%
14
%
5%
2%
0%
10%
20%
30%
40%
50%
60%
Definitely Very Likely Likely Somewhat Likely Not Likely
Consumer Likelihood of Purchasing a Wine Tasted at Winefest
Edmonton Calgary
Consumer Profile (continued)
Demographics – Winefest Customers
What consumers said about the 2017 Events:
“This was our first attendance and think it was an excellent event.
The opportunity to taste such a variety of wines was great.” (Calgary)
“I had never been to Winefest before but several people I knew had
participated in previous years and were very enthusiastic about it. I
LOVED it. Loved all the different wines.” (Edmonton)
“Awesome tasting! Cannot wait until next year.” (Calgary)
“Overall experience was great and would highly recommend!”
(Edmonton)
“It was an awesome day with my daughter tasting wines from all over
the world. (Calgary)
“This was my first Winefest. Great afternoon! Well done and well
organized. I Will attend next year!” (Edmonton)
Demographics – Winefest Customers
Industry & Trade Each year, Winefest hosts a Private Industry & Trade Tasting, providing exhibitors the opportunity to
network exclusively with Industry members. This year, over 480 qualified members attended the private
sessions in Calgary and Edmonton to meet with local wine agents and winery representatives.
Words from Industry attendees:
“This being my first experience with Winefest, I
found it to be informative, professional and all
participating vendors and staff to be very
approachable! I found what I needed for info and
the ability to taste, and speaking with the
vendors has greatly influenced what I will be
purchasing on our next orders.”
“We enjoy being able to try new wines and
network with other industry personal.”
100% 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
Event Database
Event emails were sent to over 58,000 consumers promoting event features, exhibitors and sponsors.
Print Materials
Postcards were distributed to exhibitors, in Sobeys Liquor and Safeway Wine & Spirits stores in Calgary, and various small businesses in
Calgary and Edmonton.
Social Media & Online Advertising
Winefest holds a significant presence in social media with over 1,743 likes on Facebook, 2081 followers on Instagram, and 2,414 followers
on Twitter. In addition to the pages Winefest moderates, advertising was also purchased on Facebook, Twitter and Instagram. Winefest
digital and mobile ads were placed on CalgaryHerald.com, EdmontonJournal.com and the Calgary Herald and Edmonton Journal
smartphone apps, as well as on the 200 ‘most visited’ websites in Canada through Google advertising. Winefest also partnered with local
social media influencers to spread the word online and create buzz around the event.
Print Advertising
Winefest ads were placed in the Calgary Herald, the Edmonton Journal, and Avenue Magazine in both Calgary & Edmonton.
Radio Advertising
Winefest advertised with the most popular radio stations in Calgary and Edmonton including 98.5 Virgin Radio, AMP Radio and Country 105 (Calgary) and 91.7 The Bounce and 103.9 CISN Country (Edmonton).
The Festival continues to utilize a comprehensive marketing plan:
2017 Event Marketing
Demographics – Winefest Customers
Winefest enjoyed ample media coverage in 2017:
TV Coverage & Interviews
City TV, CTV News, Global, Shaw TV (Calgary)
Radio Interviews & On-Site Coverage
CBC Radio (Edmonton), 660 News (Calgary),
AMP Radio (Calgary), Latin Sound 94.7 (Calgary)
Print Coverage
Edmonton Journal, Swerve Magazine
E-zines, Blogs & Other Online Listings
• Daily Hive
• Avenue Magazine
• Local Wine Events
• CTV
• Epicurean
• Yelp Edmonton
• City Palate
• YYC Now
• Tourism Calgary
…and many more!
Public Relations & Media
Demographics – Winefest Customers
Winefest exhibitors include:
• Wineries and agencies representing local and international
red, white, port, sparkling, fruit, fortified and dessert wines
• A selection of local food purveyors serving hors d'oeuvres to
complement wine such as cheese, chocolates & olives
• Industry services such as Event sponsor, LiquorConnect.com
• A limited number of specialty companies such as wine
accessory, art and travel companies
2017 Exhibitor Profile
Demographics – Winefest Customers
94% of exhibitors felt that the
overall quality of the Event was
Excellent or Good.
94% of Winefest exhibitors either said
“yes” or “maybe” to participating next
year.
94% of exhibitors felt their success
of participation was Excellent or
Good.
Exhibitor Feedback
Demographics – Winefest Customers
People’s Choice Awards Each year, Winefest hosts the People’s Choice Awards
to uncork the most loved wines at Winefest! Guests
voted for their top picks by filling out a ballot while
at the Event. Thousands of votes determined the
2017 favourites in both Calgary and Edmonton.
Check out the 2017 winners:
2017 Winefest Edmonton Winners
2017 Winefest Calgary Winners
Demographics – Winefest Customers
We graciously thank the 2017 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
includes unique programs for each
sponsor.
2017 Winefest Sponsors
Demographics – Winefest Customers
Edmonton February 16 & 17, 2018
Shaw Conference Centre, Hall D
Private Industry & Trade Session: 2-5pm
Friday Evening Session: 7–10 pm
Saturday Afternoon Session: 2–5 pm
Saturday Evening Session: 7–10 pm
Calgary February 23 & 24, 2018
Stampede Park BMO Centre, Hall E
Private Industry & Trade Session: 2-5pm
Friday Evening Session: 7–10 pm
Saturday Afternoon Session: 2–5 pm
Saturday Evening Session: 7–10 pm
www.celebratewinefest.com
2018 Winefest Dates
The organizers of Winefest also proudly produce The Rocky Mountain Wine & Food Festival,
the largest wine and food Festival in Alberta. The Festival offers the chance to sample an
extensive variety of wine, premium spirits, scotch, import and micro-brewed beer, along
with gourmet food samples from local restaurants, hotels, and food purveyors.
Visit rockymountainwine.com for more information.
Calgary
October 13 & 14, 2017
Edmonton
November 10 & 11, 2017
NEW - Vancouver
November 24 & 25, 2017
The Rocky Mountain Wine & Food Festival is thrilled to celebrate its
20th Anniversary in Alberta by expanding to the vibrant city of
Vancouver! More information coming soon!
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
Dakota Graham
Event Assistant
Sponsorship Inquiries
Katie Hopkins
Event Coordinator
Marketing Inquiries
Maria Yanez
Event & Marketing Coordinator
Event Director
Cathy Cook
Exhibitor Inquiries
Michelle Landry
Event Coordinator – Beverage
Erica Lee
Event Coordinator – Food & Promo