nsw food & wine festival february 7- march 1,...
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NSW Food & Wine Festival
February 7- March 1, 2015
What is NSW Food &
Wine Festival ? An annual celebration of our state’s
finest regional produce, wine and
wine regions, presented through an
exciting mix of food and drinks
events, across Sydney and regional
NSW.
Why be part of NSW
Food & Wine Festival?
• 2015 is the 8th year of this state-wide event
• 44,000 people attended festival events in 2014
• The full NSW Food & Wine Festival program highlights excellence in Sydney and
regional NSW food and wine – businesses, growers and industry professionals
• The festival marks a successful collaboration between The Sydney Morning Herald and
the NSW Wine Industry Association, with the support of the NSW government and the
Herald’s acclaimed Good Food and Good Food Guide brands, in print and on-line at
goodfood.com.au.
• The Festival launch brings together winemakers, food producers, chefs, sommeliers,
restaurant/hospitality professionals, media and government, stakeholders.
Consumers and industry professionals alike
are looking for ways to celebrate the local,
regional and seasonal and the excellence of
our food and wine producers. The NSW
Food & Wine Festival plays a major part in
spreading the word, and engaging
consumers in celebrating the very best this
state has to offer!
Who can take part in the Festival program?
• Restaurants, cafes, food and drinks businesses, provedores.
• Farmers, artisan food producers, regional food groups.
• Wineries and winemakers.
• Sommeliers, drinks experts, bars.
• Regional tourism bodies
• Regional wine associations
Ways to get involved:
Sydney Cellar Door
February 27- March 1: Hyde Park South
• A signature event of NSW Food and Wine Festival
• Up to100 wineries
• 25+ restaurant & food producer stalls
• Regional producers and tourism activations
• Tastings, live music and a great picnic-in-the-park atmosphere
• Artisan food producers
Meet the winemaker, food-matching, artisan food and producers’ and live
music complete the perfect weekend in the park.
• 2014 Sydney Cellar Door attendees rated the event 7.7/10
• 40,000 people attended Sydney Cellar Door in 2014
• 71% said they are likely to attend this year.
• 64% purchased wine for takeaway consumption
Pyrmont Bay Park, Saturday, February 7, 7am-11am
Explore NSW wine and regional produce at Sydney’s oldest premium farmers’ and
producers’ market, at Pyrmont Bay Park.
Between 5000 and 15,000 people attend monthly.
• Wine tastings and matchings
• Regional produce sampling
• Celebrity chef cooking demonstrations
One-off discounted stalls available for all participating wineries and
associated regional producers (POA and subject to approval).
Visit http://www.growersmarketpyrmont.com.au/ for further details or email
NSW Food &Wine
Festival at the SMH
Growers’ Market
February 07 – March 01
Restaurants, bars, cafes, food businesses, artisan producers and wineries offer a series of special
events, for NSW Food and Wine Festival only. All winery partners of the festival are invited to join in
by teaming up with a top-selling premise or new recruit to offer customers a unique experience or
special offer.
LUNCH WITH NSW WINE, DINE WITH NSW WINE (Major winery partners)
Local produce menus paired with a selected NSW wine at Good Food Guide ranked restaurants
across Sydney and regional NSW.
TOUR THE REGIONS – Sydney Metro (Major winery partners)
Sydney’s hatted Good Food Guide restaurants host one-off celebrations of regional produce, with
guest appearances by some of the state’s top winemakers.
TOUR THE REGIONS - Regional (All participating wineries)
Regional Good Food Guide restaurants create one-off showcase events with local winemakers. The
opportunity exists to add on tourism packages (winery tour, accommodation, dinner and brunch etc).
Food & Wine Program
STICKY AND SWEET (All participating wineries)
Discover the latest trends in dessert, matched with a NSW dessert wine.
SPARKLING BRUNCHES AND HIGH TEAS (All participating wineries)
Sip a glass of NSW sparkling wine with a beautiful weekend brunch.
SNACKS AND STREET FOOD (All participating wineries)
Fast fare at bars and casual diners, featuring NSW regional produce and wine.
SPOTLIGHT ON THE STATE (All participating wineries)
Tastings, matchings, meet the producers evenings at leading Sydney and regional NSW
restaurants, bars and cafes.
THE 5 x 4 RISING STARS DINNER
Five young chefs, five producers, five sommeliers, five young winemakers... Peer into the
future of NSW food and wine.
GOOD WINE DINNERS UNDER $50 (All participating wineries)
Winemakers show off some wallet-friendly drops, matched with delicious value for money
menus. (minimum of two courses with wine).
Registration available to ALL NSW F&W Festival participating wineries
Food & Wine Program cont.
TASTE THE REGIONS - NEW (All participating wineries)
Showcasing the best of the state with tours of the food producers, micro-breweries, coffee-
roasters, tea-growers, wineries (and much more) in regional NSW.
NEW MOON BANQUETS - NEW (All participating wineries)
Our best restaurants host a one-off Lunar New Year banquet (on one or several nights) -
featuring fine NSW produce and drinks as part of the menu. These can be Asian-inspired
restaurants or even hatted/Good Food Guide establishments creating a special menu to
see in the new moon
Food & Wine Program cont.
Winery Participation Packages
Participation Packages
Major Winery Package
$8,995 (excluding GST)*
• Wines poured at official launch
• Includes a single winery stall at Sydney Cellar Door (worth $3995 ex GST) plus signage, ice, water,
security, waste disposal etc managed by Fairfax Events.
• Upgrade to a double stand at Sydney Cellar Door at a reduced rate of $3000 ex GST.
• Wineries receive $1.80 per token. Tokens are redeemed at stall for a 60ml pour or 2 30ml tastes.
Wine sales via order and closed bottle sales over the stand.
• Guided tasting opportunities on the Sydney Cellar Door stage
• Featured winery at SMH Growers’ Market (Feb 1).
• Exclusive sales opportunity for Dine with NSW Wine restaurant program
• Exclusive showcase opportunity at dedicated Tour of the Regions dinner at a top Sydney restaurant
• Promotional opportunities across full NSW Food & Wine Festival program – 1 FOC registration,
additional entries subject to restaurant/bar registration fee.
• Logo on official website
• One combined integrated message (30 words) in Foodie News (database 30,000+)
• Two social media mentions on Facebook/Instagram and Twitter
• Logo in the official festival program (Jan 24) and official Sydney Cellar Door marketing material
(Spectrum wrap/insert)
• NEW: Dedicated Editorial Feature in online program
* Cost: plus wine supplied for launch (300pax), promotional prizes (2 x mixed dozen) and Tour of the Regions dinner (<100pax) – approximately $3000 in value.
Level 2 Winery Package
$4,995 (excluding GST)*
• Includes a single winery stall at Sydney Cellar Door (worth $3995 ex GST). Including refrigeration allocation, signage, ice allocation, water, security, waste disposal etc managed by Fairfax Events.
• Wineries receive $1.80 per token. Tokens are redeemed at stall for a 60ml pour or 2 30ml tastes. Wine sales via order and closed bottle sales over the stand.
• Opportunity to feature at SMH Growers’ Market (Feb 1).
• Promotional opportunities across full NSW Food & Wine Festival program – 1 FOC registration, additional entries subject to restaurant/bar registration fee.
• Logo on official website
• One mention on Social media (Facebook, Twitter, Instagram)
* Cost: plus wine supplied for Growers Market Tasting Event (150pax) and promotional prizes - approximately $600 in value.
$3,995 (excluding GST) Single stall + Program registration
$7,198 (excluding GST) Double stall + Program registration
• Stand (2.4m x 2.4m) at Sydney Cellar Door to showcase your NSW wines.
• Refrigeration allocation, signage, ice, water, security, waste disposal etc)
provided and managed by Fairfax Events.
• Wineries receive $1.80 per token. Tokens are redeemed at a stall for 1 x 60ml
pour or 2 x 30ml tastings.
• Wine sales via order and closed bottle sales over the stand.
• Listing in the official Festival program and other relevant marketing collateral and
on the official Festival website.
• Restaurant/bar partner registration in official NSW F&W Festival program –
INCLUDES one FOC registration per winery, plus additional fee-based
opportunities.
Level 1 Winery Package
$3,070 (excluding GST)
Sydney Cellar Door invites leading regional and metropolitan restaurants to
showcase their food among some of the state’s finest wineries.
If you are a restaurant and would like to be part of Sydney Cellar Door, please email
Popular stalls from 2014 included Porteno Restaurant and Bar, Biota Dining,
Nomad, Gelato Messina, Via Napoli and Efendy.
This package includes:
• 4m x 6m stall (floored with pro floor)
• Shared cool room, power, waste disposal, access to water
• Stall signage
Please note: all produce and food sales will be subject to a 20% commission. All
food stalls must meet the City of Sydney requirements for the operation of a
temporary food stall.
Information can be found at:
http://www.cityofsydney.nsw.gov.au/Business/ApprovalsPermitsAndNotifications/Te
mporaryPremises.asp
Sydney Cellar Door
Restaurant Package
Expression of interest
This is an opportunity for NSW producers and providores to showcase their
food and produce to a food-and-wine-loving crowd of 40,000 in the heart of
Sydney’s CBD.
If you are an interested providore, producer or regional food group and would
like to be part of Sydney Cellar Door, please email
Please note: all produce and food sales will be subject to a 20% commission.
Any stall serving food must meet the City of Sydney requirements for the
operation of a temporary food stall.
Information can be found at:
http://www.cityofsydney.nsw.gov.au/Business/ApprovalsPermitsAndNotification
s/TemporaryPremises.asp
Sydney Cellar Door
Producers’ Package
Marketing
NSW Wine Strategy OBJECTIVES:
NSW Promotion
• Increase sales of NSW wine in NSW
• To promote quality and diversity of NSW wine
• Build awareness of NSW Wine brands and regions
• To boost Sydney/NSW’s profile as a global food-and-wine and fine-dining
destination and to explore and exploit flow-on tourism growth/marketing/
opportunities
WINE TOURISM:
• Increase awareness of NSW wine regions/destinations
• Promote visitation to NSW Wine regions through marketing program including
“Flagship Events”.
As a “Flagship Event” the NSW Food & Wine Festival event objectives are:
• Position Sydney Cellar Door as a major ‘country to city’ event
• To further build NSW wine sales in Sydney establishments (leading restaurants,
leading bars)
• To integrate quality NSW produce wine and food into NSW Food & Wine
Festival events, including Sydney Cellar Door and regional events
Logo
Website
Key Marketing Activities Official Festival program: Spectrum, SMH January 24
Editorial opportunities across Fairfax Media publications – Sydney Morning Herald, Canberra Times, regional newspapers
Press ads in The Sydney Morning Herald from December, increasing thru January and February
Press ads in the Good Food section during January and February
Press ads in Spectrum section during January and February
Outdoor street flags – approximately 200 in the CBD surrounding the Sydney Cellar Door event
FM radio partner – Smooth FM; AM radio partner – 2UE promotions to increase awareness of the festival
Promotions to Foodie News database 40,000 +
On-line activity at nswfoodandwinefestival.com.au, smh.com.au, goodfood.com.au and third-party/partner avenues
Social media – dedicated Facebook and Twitter campaign to promote the event. Join the conversation!
In 2014 Fairfax Events delivered a
combined total marketing and PR
campaign to the value of over $4
million
SOURCE: Media Monitors
2014 Marketing Campaign
PR & Editorial We will be working closely with PR Company Liquid Ideas in 2015, to deliver
focused editorial across the Fairfax Media network and beyond.
The Sydney Morning Herald and Good Food will play core roles with The Age,
Canberra Times, Brisbane Times and WA Today also featuring the event.
Social media will also remain a key part of networking and engagement for NSW
Food & Wine Festival and we will be transitioning the audience we already have
from Good Food Month as a foundation for this.
Facebook, Twitter and Instagram will feature prominently.
Facebook/nswfood&winefestival @nswfood&winefestival
#nswfood&winefestival
@nswfood&winefestival
#nswfood&winefestival
Social Media
Deadlines
Please email [email protected] with any further enquiries you
may have
Thurs 23 October Expressions of interest open for Sydney Cellar Door and full Festival event program
Sunday 28 December Event registrations close
Saturday 24 January
Program published
Thursday 5 February NSW Food and Wine Festival Launch Party
Saturday February 7-March 1 Tour the Regions Dinners (in Sydney restaurants)
Saturday February 7 NSW Food & Wine Festival Growers’ Market, Pyrmont Bay Park
Friday February 27, 28 & March 1 Sydney Cellar Door