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
NSW Food &Wine Festival at the SMH Growers Market 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 growersmarket@smh.com.au
Food & Wine Program 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 cont. 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, coffeeroasters, 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
Participation Packages Winery 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.
Level 1 Winery Package $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.
Sydney Cellar Door Restaurant 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 nswfoodandwine@smh.com.au. 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 Producers 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 nswfoodandwine@smh.com.au. 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
arketing
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!
2014 Marketing Campaign In 2014 Fairfax Events delivered a combined total marketing and PR campaign to the value of over $4 million SOURCE: Media Monitors
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.
Social Media Facebook/nswfood&winefestival @nswfood&winefestival #nswfood&winefestival @nswfood&winefestival #nswfood&winefestival
Deadlines Thurs 23 October Expressions of interest open for Sydney Cellar Door and full Festival event program Sunday 28 December Saturday 24 January Event registrations close Program published Thursday 5 February NSW Food and Wine Festival Launch Party Saturday February 7-March 1 Saturday February 7 Friday February 27, 28 & March 1 Tour the Regions Dinners (in Sydney restaurants) NSW Food & Wine Festival Growers Market, Pyrmont Bay Park Sydney Cellar Door Please email nswfoodandwine@smh.com.au with any further enquiries you may have