Rocky Mountain Wine & Food Festival 2011 Festival Report
Introduction The Rocky Mountain Wine & Food Festival experienced continued growth in consumer and exhibitor attendance in 2011. 2011 Calgary Festival 15,663 attendees (15% increase in attendance*) 205 exhibitor booths, 4 sponsors 14th consecutive year running 2011 Edmonton Festival 11,751 attendees (14% increase in attendance) 184 exhibitor booths, 4 sponsors 10th consecutive year running 2011 Banff Festival 4,132 attendees (10% increase in attendance) 86 exhibitor booths, 3 sponsors 4th consecutive year running *When comparing only the Friday and Saturday sessions in 2010 and 2011. Rocky Mountain Wine & Food Festival did not hold a Thursday session in 2011.
31% 29% 31% 21% 21% 21% 22% 23% 22% 17% 17% 17% 21% 20% 20% 9% 11% 11% 14% 16% 17% 5% 4% 14% 16% 16% 3% 11% 2% 3% 2% 2% 3% 3% 11% 9% 1% 1% 1% Consumer Profile The Festival attracts consumers from all adult age groups who enjoy medium to high personal incomes 2011 Consumer Age Distribution 2011 Consumer Estimated Personal Income 35% 30% 25% 20% 40% 35% 30% 25% 20% 15% 15% 10% 10% 5% 5% 0% 18-25 26-30 31-40 41-50 51-65 66+ Banff Calgary Edmonton 0% Up to $25K $26K-50K $51K-$75K $76-$100K $101K- $150K Banff Calgary Edmonton* $150K- $200K Over $200K *Edmonton figures based on 2010 personal income
38% 42% 34% 34% 31% 37% 14% 15% 17% 15% 2% 4% 3% 8% 7% 46% 39% 42% 41% 32% 26% 16% 21% 13% 6% 8% 6% 1% 3% 1% Consumer Profile (continued) Consumer Likelihood to Purchase a Product Tasted at the Festival Over 91% of consumers rated their Overall Experience at the Festival as Good, Very Good or Excellent. 50% 45% 40% 35% 30% 25% Consumer's Overall Experience 20% 15% 10% 50% 45% 40% 35% 5% 0% Definitely Very Likely Probably Possibly Not Likely Banff Calgary Edmonton 30% 25% 20% 15% 10% 5% 0% Over 87% of consumers indicated they were Definitely, Very Likely or Probably going to purchase a product they tasted at the Rocky Mountain Wine & Food Festival. Poor Fair Good Very Good Excellent Banff Calgary Edmonton
What consumers said about the 2011 Festival This was a great event. My first time going but definitely not my last. (Calgary) Overall one of the best wine and food festivals I have attended and excellent value for (your) money. Highly recommended to other friends! (Banff) Great food, great wine and an awesome experience. (Edmonton) Good selection of food and wine Venue was wonderful. I am planning on attending with additional friends next year! (Banff) We had a very pleasant time and learned a lot about the different new wines and cognacs. (Edmonton) Best festival I ve been to yet!! Well done! (Calgary)
2011 Festival Marketing The Festival continues to utilize a comprehensive marketing plan Festival Database Email advertisements were sent to over 40,000 consumer email addresses in the festival database. Print Material Posters and postcards were distributed to all restaurant exhibitors, local businesses and Liquor Depot stores throughout Alberta. Social Media Campaign The Festival holds a significant presence in social media with over 1,500 Likes on Facebook and 1,600 followers on Twitter. Print Advertising Festival ads were placed in the Calgary Herald, Calgary Sun, Edmonton Journal, City Palate, Wine Access, Avenue (Calgary & Edmonton) and The Tomato Food & Drink. Radio Advertising The Festival advertised on the most popular radio stations in Calgary and Edmonton including Virgin, CJay, AMP radio, Jack FM, SONiC, The Bounce and Joe FM. Television Advertising Festival television segments aired on CityTV Breakfast Television Edmonton. Website The website www.rockymountainwine.com received a significant amount of traffic in 2011, totaling 85,000 visits - 65,000 of which were new visitors. Corporate Ticket Campaign Over 1,700 Festival tickets were sold directly through 40 Alberta corporations.
Public Relations & Media The Festival enjoyed an abundance of complimentary media coverage in 2011 Print Coverage Calgary Herald, Edmonton Journal, Rocky Mountain Outlook TV Coverage & Interviews City TV (Edmonton & Calgary), Global News, Global Sunday Calgary, Shaw TV (Edmonton & Calgary), and NDTTV. Radio Interviews & On-Site Coverage The Tasting Room, XL 103, 660 News, CJSW-FM, Lite 96, Jack FM, Fan 960, Mountain FM, Virgin Radio, Cjay 92, AMP Radio, Lite 96, CBC (Calgary & Edmonton), CHED 630, and 99.3 Wake Up! E-zines, Blogs & Other Online Listings Travel Alberta Guide Banff Lake Louise Tourism website Banff Alberta Canada website Visit Calgary Official Website of Tourism Calgary Avenue website Avenue Weekender City, Style and Living Western Living Yelp The Tasting Room Wine Spectator winetastingevents.ca winecollective.ca GoFindEvents.com LocalWineEvents.com WineEvents-Calendar.com TastingInfo.com Canada.com Events Calendar Festival Maddness YYC Wine Blog Festival Trek And more.
2011 Exhibitor Profile Exhibitors in the Rocky Mountain Wine & Food Festival included: Wine agencies and wineries Alcoholic beverage agencies Breweries Restaurants and hotels Coffee, chocolate, cheese, and other gourmet food companies A small portion of promotional companies (a wine related magazine, an investment firm, wine accessories, etc.)
Exhibitor Survey Results About one third of the exhibitors completed a survey providing valuable feedback regarding their participation in the Festival. Overall Quality of the Festival Fair, 4% Poor, 0% Good, 40% Excellent, 56% Festival Management Fair, 0% Poor, 0% Success of Participation Good, 25% Fair, 6% Poor, 0% Excellent, 75% Good, 40% Excellent, 54%
Exhibitor Survey Results (continued) Number of Customers Quality of Customers Fair, 9% Poor, 1% Fair, 3% Poor, 1% Excellent, 37% Excellent, 42% Good, 53% Good, 54% Maybe, 15% Participating Next Year No, 4% 96% of the Festival exhibitors rated the quality of consumers to be Good or Excellent. Yes, 81%
What exhibitors said about the Festival We were really pleased with the turnout of the show. We had great feedback and it was a great way for us to get our name out there. We have already seen a lot of customers as consumers from the shows. Great Festival overall Staff was great from start to finish. We had a great time overall and were pleased at how many people we were able to reach who were not familiar with our brand. Excellent show and organization We will definitely be back! HR is always one of the pillars of delight when dealing with RMWFF. Your team continues to over deliver on service and communication. We very much enjoyed the Festival. We felt that the quality of attendees was excellent and is getting better every year. Thank you!
Industry & Trade Industry & Trade members were invited to attend the Festivals in Calgary, Edmonton and Banff to connect with other industry professionals and sample new products and cuisine. Attendees in Calgary and Edmonton provided feedback on their participation in the private Industry & Trade sessions. 85% of the attendees rated the Overall Quality of the sessions as Excellent or Good. Importance of Sampling New Products Important, 23% Somewhat Important, 0% Not Important, 0% Very Good, 46% Overall Quality of the Session Good, 15% Poor, 0% Fair, 0% Excellent, 39% Very Important, 77% 100% of attendees indicated it was Very Important or Important to sample new products.
Sponsors We graciously thank all of the 2011 sponsors, who were an integral part of the Festival s success, providing financial, marketing and event support. The Festival prides itself on developing mutually beneficial relationships, which include unique programs for each sponsor. In 2012, the Festival hopes to expand programs with current sponsors and look for new sponsors to help the Festival continue its growth. 2011 Sponsors Title Sponsor Liquor Depot Festival Sponsors Banff Lake Louise Tourism Edmonton Journal Sunshine Village & Ski Resort Wine Access Taste Alberta (Calgary Herald) Connect Logistics (LiquorConnect.com)
Giving Back SAIT and NAIT Sponsorship Annual donations towards two scholarships for each culinary school (4 in total) SAIT and NAIT culinary students were given the opportunity to gain event experience with participating restaurants during the Festivals Charitable Donations Donated ticket and coupon packages to various fundraisers and events throughout Alberta
2012 Festival What's Happening in 2012? Continuing to search for new and unique exhibitors and products Working with sponsors to enhance their interaction with Festival consumers Building upon our Industry and Trade session attendance Carrying on with our support of SAIT and NAIT culinary schools
2012 Dates Banff Rocky Mountain Wine & Food Festival May 4 & 5, 2012 Friday & Saturday Calgary Rocky Mountain Wine & Food Festival October 12 & 13, 2012 Friday & Saturday Edmonton Rocky Mountain Wine & Food Festival November 2 & 3, 2012 Friday & Saturday
Celebrate Winefest! The Rocky Mountain Wine & Food Festival also proudly produces an all-inclusive wine tasting event Winefest Calgary Winefest Edmonton February 22 & 23, 2013 February 15 & 16, 2013 Friday & Saturday Friday & Saturday Afternoon & Evening Tasting Sessions Afternoon & Evening Tasting Sessions Please visit www.celebratewinefest.com for more information
CONTACT US Rocky Mountain Wine & Food Festival General Contact Information Telephone: 403-228-0777 Toll-free: 1-866-228-3555 Fax Number: 403-398-1334 Cathy Miller Liz Horner Festival Director Senior Event Coordinator E: cathy@rockymountainwine.com E: liz@rockymountainwine.com Daytanya Fissell Michelle Landry Marketing Manager & Event Coordinator Marketing & Event Assistant E: daytanya@rockymountainwine.com E:michelle@rockymountainwine.com Stacia Zack Jennalee Colpitts Event Coordinator Event Coordinator E: stacia@rockymountainwine.com E:jennalee@rockymountainwine.com Jessica White Kaitlin Lindquist Event Coordinator Event & Office Assistant E: jessica@rockymountainwine.com E:kaitlin@rockymountainwine.com