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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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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
consumer profile
Consumer Profile

The Festival attracts consumers from all adult age groups who enjoy high household incomes

consumer profile continued
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.

2007 festival marketing
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.


The website 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

festival marketing continued
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

festival marketing results
Festival Marketing - Results

“Word of Mouth” continues to be the most important factor in attracting consumers to the Festival

what consumers said about the 2007 festival
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.”

exhibitor profile

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

exhibitor survey results
Exhibitor Survey Results

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

what exhibitors said about the festival
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.”


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


Edmonton Journal

Kicking Horse Mountain Resort

Repeat Seat

Western Living

Vino Award Sponsors

Connect Logistics

Blackfoot Inn

JF Hillebrand

2008 festival
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
2008 dates
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

contact us

Cathy Miller

Festival Director

P: 403-228-0777

F: 403-398-1334


Contact Us