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2007 Festival Report

The Rocky Mountain Wine and Food Festival 2007 Festival Report Introduction The Rocky Mountain Wine & Food Festival enjoyed continued growth in consumer and exhibitor attendance in 2007 2007 Calgary Festival 14,500 visitors; 4% growth in attendance 175 Exhibitor Booths, 9 Sponsors

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2007 Festival Report

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  1. The Rocky Mountain Wine and Food Festival 2007 Festival Report

  2. Introduction The Rocky Mountain Wine & Food Festival enjoyed continued growth in consumer and exhibitor attendance in 2007 2007 Calgary Festival • 14,500 visitors; 4% growth in attendance • 175 Exhibitor Booths, 9 Sponsors • 10th consecutive year running 2007 Edmonton Festival • 8,900 visitors; 18% growth in attendance • 135 Exhibitor Booths, 9 Sponsors • 6th consecutive year running 2007 Red Deer Festival • 1,800 visitors; 51% growth in attendance • 43 Exhibitor Booths, 6 Sponsors • 2nd consecutive year running

  3. Consumer Profile The Festival attracts consumers from all adult age groups who enjoy high household incomes

  4. Consumer Profile (continued) The Festival maintains a large number of repeat consumers, and with aggressive marketing attracts a significant number of new consumers each year. Most consumers plan to attend the Festival again next year; and 85% responded that they would recommend, or be very likely to recommend, the Festival to others.

  5. 2007 Festival Marketing The Festival continues to utilize a comprehensive marketing plan Print Material Posters & postcards were distributed to all restaurant exhibitors and Liquor Depot stores throughout Calgary, Edmonton and Red Deer, as well as in all Starbucks stores in Edmonton. Print Advertising Festivals ads were placed in The Calgary Herald, Edmonton Journal, National Post, Western Living, City Palate, Wine Access, Calgary Inc., Avenue Edmonton, Metro newspaper (Calgary only), Rush Hour, FFWD, and the Red Deer Advocate. Radio Advertising The Festival advertised with the most popular radio stations in Calgary, Edmonton and Red Deer including: CJAY 92, Vibe 98.5, Lite 96, Jack FM, Country 105, EZ Rock, The Bear, CISN , JOE FM, K-Rock, Magic 99, The Drive, Z99, KG Country, and Big 105. Website The website www.rockymountainwine.com received a significant increase in traffic, totalling 1.4 million hits in 2007 Festival Database Email advertisements were sent to over 10,000 email addresses in the Festival database Corporate Ticket Campaign Over 80 Alberta companies were sent posters and discounted ticket offers. Almost 2500 tickets were sold directly through Alberta corporations

  6. Festival Marketing (continued) Public Relations & Media The Festival enjoyed an abundance of complimentary media coverage in 2007 Print Coverage Calgary Herald, Edmonton Journal, City Palate, Where Calgary, Where Edmonton, Wine Access Magazine, Vue Weekly, Vendor Magazine, Wine Festival Magazine, Avenue Magazine, Red Deer Advocate TV Coverage & Interviews City TV Calgary, Shaw TV Calgary, Global Calgary, Global Edmonton, CH Red Deer Radio Interviews & On-Site Coverage Jack FM, Lite 96, Vibe 98, Country 105, SAIT Broadcast, KRock, Necap Radio, Z99, KG Country, Big 105

  7. Festival Marketing - Results “Word of Mouth” continues to be the most important factor in attracting consumers to the Festival

  8. What consumers said about the 2007 Festival… “Awesome! I tasted some wines that I have seen in the stores but was too timid to try. Would love to come again and will definitely recommend to others.” “Layout of vendors and space for guests to eat was very well done this year. We have attended for the last three years and this was the best. Great job!.” “Courteous employees, good food. A very enjoyable evening.” “Forget Disneyland, this is the happiest place ever!” “Food was awesome. Wine selection the best ever.”

  9. Exhibitors in the Rocky Mountain Wine & Food Festival include: • Restaurants and hotels • Wine agencies and wineries • Alcoholic beverage agencies • Breweries • Coffee, chocolate, cheese, and other gourmet food companies • A small portion of promotional companies (newspapers, cars, travel, etc) Exhibitor Profile

  10. Exhibitor Survey Results Almost 50% of exhibitors completed the annual Exhibitor Survey, rating various aspects of the Festival.

  11. Exhibitor Survey Results (continued)

  12. What exhibitors said about the Festival… “Another very good year. Suppliers and head office people who came to work were very impressed with the organization, attendance, and quality of attendance at the show.” “Fantastic turnout.” “Hats off to all of Rocky Mountain staff that helped make the festival a success” “The event was very well run. It seemed staff was on stand by at all times to get ice, or anything else that was needed. It was an easy festival to be an exhibitor at.” “Overall it was fun for everybody who went and who worked there. It is nice to get away from the restaurant and also promote the new items we have.” “The show went very well. It seemed that everyone had a good time.” “As always, a great event.”

  13. Sponsors We graciously thank all the 2007 sponsors, who are so integral to the success of the Festival, providing financial, marketing and event support. The Festival prides itself on developing mutually beneficial relationships, which include unique programs for each sponsor. In 2008, the Festival hopes to expand programs with current sponsors and look for new sponsors to help the Festival continue its growth. 2007 Sponsors Title Sponsor Liquor Depot Festival Sponsors Cadillac Edmonton Journal Kicking Horse Mountain Resort Repeat Seat Western Living Vino Award Sponsors Connect Logistics Blackfoot Inn JF Hillebrand

  14. 2008 Festival What’s coming up in 2008? • Continued efforts to attract more premium wine and other premium products • Two new events: Winefest in Calgary and Rocky Mountain Wine & Food Festival in Banff • Wine seminars with winery principals • Continued efforts to market and brand the Vino Awards to consumers • Better management of the front entrance in Calgary & Edmonton • Electronic registration for exhibitors • Exhibitor hotlines during the events, so exhibitors can easily reach Festival Management

  15. 2008 Dates Winefest Calgary Thursday, February 21 – Saturday, February 23, 2008 Red Deer Rocky Mountain Wine & Food Festival Friday, April 18 & Saturday, April 19, 2008 Banff Rocky Mountain Wine & Food Festival Saturday, May 31, 2008 Calgary Rocky Mountain Wine & Food Festival Thursday, October 16 – Saturday, October 18, 2008 Edmonton Rocky Mountain Wine & Food Festival Thursday, October 23 – Saturday, October 25, 2008

  16. Cathy Miller Festival Director P: 403-228-0777 F: 403-398-1334 E: cathy@rockymountainwine.com Contact Us

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