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
The Rocky Mountain Wine & Food Festival enjoyed continued growth in consumer and exhibitor attendance in 2007
2007 Calgary Festival
2007 Edmonton Festival
2007 Red Deer Festival
The Festival attracts consumers from all adult age groups who enjoy high household incomes
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.
The Festival continues to utilize a comprehensive marketing plan
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.
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.
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.
The website www.rockymountainwine.com received a significant increase in traffic, totalling 1.4 million hits in 2007
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
Public Relations & Media
The Festival enjoyed an abundance of complimentary media coverage in 2007
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
“Word of Mouth” continues to be the most important factor in attracting consumers to the 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.”
Almost 50% of exhibitors completed the annual Exhibitor Survey, rating various aspects of 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.”
“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.”
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.
Kicking Horse Mountain Resort
Vino Award Sponsors
What’s coming up in 2008?
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