pop-ups in the barossa valley october...

Strategic Proposal- Pop Ups in the Barossa 1

Integrated Proposal

For

Pop-Ups in the Barossa Valley

October 2015

Prepared by: Karli Currie, Carolyn Macleod, Briony Kyloh and Rosi Wendt

Date: 23rd

October 2015


Table of Contents

Contents Page No:

Executive Summary 3 Pop Up Background Information 4

Pop Ups in the Barossa 4

Target Market for Pop Ups in the Barossa 4

Target Market for Barossa Panorama 5 PESTEL Analysis (Political, Economic, Social, Technical, Environmental, Legal) 6 Situation Analysis 8 SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) 8 Survey Findings 9 Collaborators/ Stakeholder Analysis 10 Methodology, Implementation and Procedures 10 Financial Analysis 12 Marketing and Communication Objectives 13 Evaluation, Feasibility and Recommendations 14 Acknowledgments 15 References 15 Appendix 1: Survey Results 16 Appendix 2: Council Application Form for Barossa Panorama Pop Up Event 20 Appendix 3: Council Application Form for Barossa Panorama Pop Up Event- Large Event 24 Appendix 4: Liquor Licence Application Form for Barossa Panorama Pop Up Event 37 Appendix 5: Insurance Quotes for Barossa Panorama Pop Up Event- Arts Festival 46 Appendix 6: Insurance Quotes for Barossa Panorama Pop Up Event- Family Party 47 Appendix 7: Online Pop Up Application Form Example 48


Executive Summary

This purpose of this report is to assess the feasibility and benefits of Pop Ups in the Barossa Valley. Pop

Ups can be defined in a multitude of ways and translate into different events and opportunities for

different individuals and businesses A survey was conducted to gain insight into both the Barossa

community and local Barossa Businesses, and the feasibility and likelihood of a successful local Barossa

Pop Up. The survey reinforced the local demand for more Pop Ups and key benefits to the local region,

including commercial gains and community gains.

In order to confidently understand the feasibility and benefits of a Pop Up in the Barossa, it was vital to

similarly understand the processes and requirements involved in planning a Pop Up. This report

proposed a “Barossa Panorama” event at Mengler’s Hill, in order to showcase a unique Barossa location

for intimate events and pop-ups. This concept incorporated a glass of wine whilst watching the sunset

and enjoying the Sculpture Park. Barossa Panorama was planned with the intention of occurring on the

23rd

October, 2015. Unfortunately the planning process proved to be arduous and complicated with a

lack of information readily available to assist the Pop Up. Due to the nature of a Pop Up in itself being

undefinable, it became increasingly difficult to find the specific legal and council requirements for the

event. Barossa Panorama struggled to find clarity amidst the multitude of classifications for local

community events, and this impacted greatly on the feasibility of the Pop Up successfully occurring.

Furthermore, a key inhibiting factor was the allocated time for the Pop Up Event, as most of the

processes and applications involved to hold Barossa Panorama took several weeks to complete and

understand.

The findings from the Barossa Panorama are included in this report. This includes a breakdown of the

steps required to implement a pop up, and a graph which depicts the various legal and council

requirements. Recommendations are made to further highlight the need for a revision of the application

process and the council legislations which currently obfuscate the steps to planning a Pop Up and make

it difficult to successfully implement. These recommendations, along with reasonable forward planning

to allow for council, insurance and licensing approvals would see the potential for future successful Pop

Ups in the Barossa.


Pop Up Background Information:

The term pop-up is a broad definition which encompasses a wide variety of business ventures. A pop up by

definition itself is temporary and appears unplanned spontaneously. Pop ups can be in the form of retail

stores or events, both of which aim to reinvigorate and refresh a publicly or privately owned space. Pop ups

can serve to benefit a public space, or can also be implemented for financial business purposes.

Pop ups can also be non-commercial in nature and have goals outside of an economic frame. Benefits can

include health promotion, cultural vitality (music, art), reinvigorating of spaces (place making, safer streets),

combatting isolation (social gatherings) and social enterprise (dealing with community issues such as mental

health, truancy, homelessness). Pop-ups can also be used to complement businesses, and expose their brand

to new audiences, test new locations and products, and increase sales at a fraction of the cost of opening a

traditional store. (Cochrane, 2010)

Pop ups in the Barossa

The Barossa has a strong history of pop up events, despite not necessarily being recognised or classified as

pop ups. Historical events such as the Ziegenmarkt and other events within the Barossa Vintage Festival

(BVF), Peppertree Pop Up Shop and Tiny Nest Pop Up Shop. More recently Pop Ups in the Barossa have

been trialled with notable successful events being held such as; the Breakfast Rave, Little and Often, and the

development of a public Hub space on Murray Street, Tanunda. Pop Ups have shown good potential

benefits for the Barossa Community and tourism development. Despite the success of these events, there

were significant inhibiting factors involved, and there is a requirement for a simpler process in order to

encourage more Pop Ups to take place. A council guide or set of processes and regulations would be of great

assistance to future Pop Up holders.

Target Market for Pop Ups in the Barossa

Whilst the traditional target market for pop-ups is a younger demographic (Niehm, 2006) the benefit of a

local Barossa pop-up is the diversity and ability to target various consumers. According to the South

Australian Tourism Commission (SATC) the most popular reason for travelling to the Barossa are, eating

out at restaurants, visiting friends & relatives and visiting wineries, respectively (SATC,2014). According to

the Barossa Product Gap Audit, The Barossa is well represented in growing visitor markets, such as older

working and non-working married couples, however is also well represented in visitation of young/midlife

couples and young singles. There is a growing increase in activities such as visiting wineries, friends and

relatives, museums and art galleries but also in activity markets such as agri-tourism and visiting

history/heritage buildings, pubs and clubs. The largest age group of visitors to the Barossa were 45-64 years

of age with this age group accounted for 38% of total visitors to the Barossa. The second largest age group

visiting the Barossa were people aged 25-44 years, with 34% of total visitors. Visitors aged 15-24 years and

65+ accounted for 10% and 18% of total visitor numbers respectively. Comparing over different time


periods indicates that the 15-24 age group has lost market share to the 25-44 and 45-64 age groups.

(Australia, Department of Resource Energy and Tourism)

Research according to The South Australian Tourism Commission indicates that majority of domestic over

night stays visitors to the Barossa hail from Adelaide 47% followed by other South Australia 17%, New

South Wales 13%, Victoria 11%, Queensland 6%, Western Australia 3% and other 3%. (SATC,2014)

Analysis according to the Barossa Gap audit indicates that interstate visitors have been on the increase in the

Barossa Region, whilst international numbers have been declining. The Barossa is therefore a mature market

compared to other domestic wine regions in Australia (Barossa Product Gap Audit, 2011). This indicates the

need for tailored Pop Ups to suit these specific market needs of locals, visitors from Adelaide, surrounds

and interstate Australians. A global trend with Pop Ups is a growth in consumers who “want greater choice,

personalisation, and participation in the overall retail experience. This consumer also wants products,

communications, entertainment and marketing efforts that evoke emotion and stimulate their thinking”

(Cochrane, 2010). It is important for Barossa Pop Ups to engage with their target audience in order to

maximise interest and engagement. As the majority of visitors to the Barossa fall into the Generation Y

category, which is characterised by intensive internet use, Pop Ups will see great success in utilising social

media and digital marketing. (Sebastien Soulez, 2011).

Target Market for ‘Barossa Panorama’

The Barossa Panorama event would appeal to a wide target audience and vast demographic within the

Barossa community. The event would be targeted at Barossa Valley local residents and businesses as a

means to revitalise a community space that is often neglected. Menglers Hill has strong visitation numbers

from interstate and international tourists, however does fail to maintain strong support from the local

community. The event would appeal to families and younger couples, and would encourage locals to revisit

the Sculpture Park and appreciate the natural beauty that the Barossa has to offer. Findings from a survey

conducted in the local community, saw Menglers Hill being listed as a preferred space for Pop Up events to

be held, highlighted the potential for Pop Ups in this public space.1

1 Appendix 1: Figure 8- Suggested Venues for Pop Ups in the Barossa


PESTEL Analysis (Political, Economic, Social, Technical, Environmental, Legal)

This following is a PESTEL analysis for Pop Ups in the Barossa region.

PESTEL

FACTORS

TREND/RISK

IMPLICATION

Political

Competing for funding from

other wineries/ restaurants/

Government bodies

Council committed to

understanding the link between

‘Pop ups’ and revitalisation of

the region

Increasing need for approval

from council and community

Likelihood of

funding/donation of

money and time

No community support,

results in failure of

revitalising the area,

and risk of neglect of

the area.

Economic Due to economic climate,

companies/people may not

want to sponsor an event that is

a non-profit event

Local residents/businesses may

not want to volunteer their time

There may be other events in

the Barossa, where consumers

may want to spend their

money, as pop ups are ‘spur of

the moment’ and do not have a

stable reputation behind them

Loss of money for store

holder, landlord and

community

Lack of knowledge and

lack of trust may lead to

low consumer interest

Social

Experience and connections

made for tourist/locals

Lack of community support

Lack of volunteer support

Intangible/tangible benefits for

community and society-

undefined.

Lack of

consumer/business

connection

Lack of community

understanding and

support of benefits of

the event/shop.


Technical Relying heavily on social

media, such as twitter,

Facebook and Instagram to

promote social media, as may

not have funds for expensive

expertise to compete in social

media world.

Having a free source of

communication

May not reach a huge

audience

May not reach target

market

Legal Public Liability

Liquor laws impacting event

Copious legal work and effort

can go into a one off event

Difficulty getting applications

through to council approval

Occupational Health & Safety

concerns

Barriers to successful

implementation of the

event.

Risks to future events if

legalities are by-passed.

Environmental Sustainability

Environmental impacts on

community

Environmentally friendly

Weather unpredictability

Lack of environmental

awareness

Weather causes change

to planned event


Situation Analysis

Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis

STRENGTHS

Barossa Owned/ Produced

Eat Local- Sustainability

World class expertise and winemaking experience

Low staffing costs

Low set up costs

Low business overheard costs

Competitively priced in market

Niche product

Community benefits

Generates benefits by reintegrating culture and urban centres

Maintaining and creative more attractive buildings

Creating incentives to use old properties

Providing art/crafts people with low cost opportunity to pursue art and work

WEAKNESSES

Online Presence essential for marketing purposes

Client traffic unpredictable

No marketing plan/marketing manager

Limited social media presence

No clearly defined target market

Niche product

Large number of competitive offerings

Reliance on demographics and community happenings

Limited distribution

Slow Growth Rate

Seasonal

Winning the support of local business

Potential unknown costs

Liabilities and insurance risks

Location

No definite long term security

THREATS

Economy and Recession

Direct sales

Government regulation pop up shops

Substitutes- cheaper priced options

Community support or lack thereof

Reliance on landlords for ongoing business

Reliance on technology, POS systems and internet etc.

Other pop ups and competition

Potential Entrants into the Pop Up market

OPPORTUNITIES

Growing community interest in pop up and niche products

Online Marketing Opportunities

International market opportunities

Largely untapped markets within Barossa

Brand impact

Testing of market places and products

Potential to grow business and market share

Potential for ongoing alliances

Ongoing opportunities for exposure business for consumers and sellers


Survey Findings

A survey was conducted and targeted at Barossa Valley local residents and businesses to ascertain the level

of knowledge and support for Pop Ups in the local region. The general consensus was that Pop Ups are held

in high esteem and would be frequented on a regular basis if the opportunity existed locally. The findings

indicated that Pop Ups would have community support and that there is a need and want for pop ups in all

capacities (retail, event, food and beverage).

Of the 118 survey entrants, 76.79% have visited or purchased from a Pop Up venue, event previously, with

only 23.21% having never experienced a Pop Up2. This is a clear indication that Pop Ups are becoming

increasingly popular for both businesses and customers. When asked the main reasons for attending a Pop

Up the top answer was to purchase a new product or experience something new at 83.93%, followed

secondly by experiencing a new venue or location at 60.71%.3 This reinforces the potential benefit of Pop

Ups to serve as a way to reinvigorate public spaces within the Barossa Valley Region, and also to generate

new business growth and entrepreneurship.

The number one response given when asked what local residents and businesses would like to see at a Pop

Up was Food, Drinks and Consumables, with a total of 91.07% in favour, this was followed by Clothing at

71.43% and then Arts/Crafts at 66.07%.4 These findings highlight the Barossa Region as a food and wine

destination and reflect the potential for local businesses and individuals to capitalise on this demand through

a variety of food and drink Pop Up offerings, namely Pop Up venues. There is also a high demand for

Arts/Craft in the Barossa Region, which would work well in a Pop Up Retail or Market environment.

The key benefit given for Pop Ups to the local community were an access to different, interesting or unique

products followed closely by exposure to new products and venues- highlighted the community interest in

new upcoming business ventures, retail and venue locations and product ideas. Other significant benefits

included adding vibrancy to the Barossa region and supporting local producers, together with the

convenience of staying local and supporting local. 5 The disadvantages and difficulties of local Pop Ups

were also assessed, with the concern over limited opening hours and inaccessibility to locals being listed as

the number one concern. This was followed by a concern over local potential locations and a difficulty in

holding pop ups, together with a lack of awareness and advertising for local Pop Ups. Expense was also

highlighted as a concern, for both the attendees and the Pop Up holders. All of these concerns reinforce the

notion that Pop Ups are currently difficult to successfully run in the Barossa Region due to financial and

Council restraints in the advertising, legalities and logistics of a Pop Up.6

Overall a resounding 89.09% of respondents concluded that there is a significant need for Pop Ups in the

Barossa Region including Kapunda.7

2 Appendix 1 – Figure 1 Percentage of respondents who have previously visited a Pop Up 3 Appendix 1- Figure 2 Percentage of Reasons to visit a Pop Up 4 Appendix 1- Figure 3 Reasons for visiting a Pop Up 5 Appendix 1- Figure 5 Benefits of Local Pop Ups 6 Appendix 1 – Figure 6 Disadvantages of Pop Ups in the Barossa 7 Appendix 1 Figure 7- Percentage of Demand for Pop Ups


Collaborators/Stakeholder Analysis

Pop Ups should focus on developing relationships with collaborators who will assist in serving potential and

existing customers. In the case of the Barossa Panorama event, it is vital to ensure that all parties are on

board and that all legalities and regulations are adhered to in order to ensure the future success of Pop Ups.

These stakeholders would include:

1. Landlords, Property Owners

2. Barossa Light Council

a. To ensure legality of pop up

b. All permits and licenses

3. Barossa Police department;

a. Ensuring correct crowd management and legal business activities

b. Keeping the police department aware of any potential risks

4. Business Owners;

a. To encourage visitors to frequent pop ups

5. Governing Bodies:

a. Ensure public liability

b. Liquor Licensing

c. Food Handling Safety

d. Ensure adherence to all legal requirements

6. Community Members

a. Key community members with vested interests

7. Future Business Owners/Entrepreneurs

a. With potential and interest to implement future Pop Ups

Methodology, Implementation and Procedures

The considerations required in order to implement a Pop Up include:

1. Deciding on the Pop Up format

Will it be a retail Pop Up?

Will it be an event?

2. Choosing Pop Up Venue

Will it be aimed at revitalising a community space?

Will it be held in council property? If so are there council regulations to adhere to: ie.

Dry Zones

Will it be private property?

3. Application to Council

If Pop Up is in council space. Site plan will be required.

4. Will there be Food sales/trading

Food safety and handling form required

Risk assessment of Food Safety required

5. Will there be alcohol available?

Liquor licence required

6. Is the venue insured?

Public liability insurance is required if not privately held by business

7. Does the Pop Up require security?


If Pop Up is over a certain size

8. Are there public toilets and facilities?

9. Is waste management required?

10. First Aid considerations- risk assessments.

11. All other expenses- such as stock, lighting, electricity, water

The following chart captures the information required to hold a Pop Up in the Barossa Valley, with all of

the relevant requirements dependent on the size and format of the Pop Up.


Financial Analysis

The financial analysis in this report is based on the Barossa Panorama Event which falls into the large event

category, due to the sale/supply of alcohol and food. If a local business or individual was to apply for

council approval to hold a pop up event which differs from this event, there would be varying financial

implications and costs. There would also potential be further paper work and council requirements to

complete and comply to.

The costs for Barossa Panorama are as follows:

Public Liability Insurance:

Local Community Insurance Services-

If classified as an arts festival it was quoted to cost $323.68.

If quoted as a family party it would cost $220.18.

Liquor Licensing-

Is $79 if lodged more than 14 days prior to event

Is $158 if lodged within 14 days of event

Other Potential Costs:

Requirement for Extra bins- waste management $10 per bin

Traffic Management- if required for parking

Security Costs- if required

Fees payable to the Council- ie. Oval, Hall, Location Hire Fees

Set Up and Clean Up Fees

Electricity and Water

Food Handling, Safety and Cooling Costs

In the case of the Barossa Panorama Event, ultimately the inhibiting factor was the Public Liability

insurance as the event was proposed to take place on council property. A copy of the completed application

forms can be found in Appendix 2.


Marketing and Communication Objectives

The immediate essential communication objectives for Barossa Pop Ups are to raise awareness and

preference of the local businesses and locations, whilst maintaining consistency in the message across all

platforms of communication. Once consumers have an awareness of Barossa Pop Ups, the individual

businesses can begin to sell their message of quality and status, and seek to gain appreciation and

recognition from consumers. Ideally consumers will progress from awareness to knowledge, liking,

preference, trial and eventually become advocates of the individual Pop Up brands. The use of personal

channels of communication to engage directly with the target market will be the focus, with a shift away

from non-personal communication and mass media. Barossa Pop Ups requires a niche market following

which would be well achieved from personally targeted campaigns and marketing tactics. Mass media TV

and radio marketing will not achieve as high a return on investment as more personalized forms of

communication will.

It is important for the local community and Barossa Council to work together to foster a positive

environment for more feasible opportunities for pop ups. The following objectives will be the stepping

stones to the success of the Barossa Pop Up:

To increase brand awareness within the target market through a combination of local radio, magazine

and local Barossa digital media campaigns.

To increase the experience of Barossa Pop Ups through the use of council sponsored public spaces,

which achieve a trial within the target market. (I.e. The Hub space in Tanunda).

Create good will and positive attitudes towards Barossa Pop Ups, whilst educating the consumer

about the value of the products and benefits to the community.

Change the perception of Barossa Pop Ups and aim to raise the profile and value of Pop Ups in the

local market, ensure consistency with this message across all media and advertising platforms.

Achieve positive PR through the promotion of Barossa Pop Ups as a collective identity

Achieve and maintain regular attendance and interest of Barossa Pop Ups with ongoing support for

new Pop Up initiatives.

Promote Barossa Pop Ups through the creation of a centralized website portal for retailers and

consumers, “websites are a richer source of information which can be utilised to develop a strong

employer brand” (Baumann, 2008)

Motivate local businesses to be more supportive of pop ups

Increase local community demand for Pop Ups

Grow database of potential Pop Up retailers and venues within the Barossa region.


Evaluation, Feasibility and Recommendations:

The following findings are the result of the Barossa Panorama Pop Up event. The event was unable to

proceed due to legal and council requirements.

Recommendations to Council:

The council procedure for event applications is arduous and complicated. In order to encourage

future pop up events and the reinvigoration of Barossa areas, the council needs to allow for leniency

with short term pop ups.

The financial implications for a short term pop up in regards to legalities and council permits is quite

prohibiting, there needs to be a reassessment of the costs in order to enable pops ups to be financially

feasible.

A suggestion to remove the risk assessment section of the paper work required for an event. Upon

applying for an event there is a requirement for public liability insurance and the council assumes no

responsibility for potential risks. A risk assessment is an unnecessary requirement in this instance.

An alternative option is an easy to use form with suggested risks associated to certain venues to

make it easier for applicants to fill out the paper work.

Alcohol licensing is an absolute requirement that cannot be avoided in order to proceed with an event

selling/serving alcohol. Council requires alcohol licenses to be approved before the event will take

place, the entire process can prove to be difficult in order to achieve final approval.

Education within the council regarding the requirements and processes of Pop Ups so as to act as a

direct resource for local community members or interested Pop Up holders.

Creation of a centralised Pop Up application form/website form in order to simplify the process and

assist applicants in covering off all requirements. Currently the system is fragmented and

complicated and only serves to inhibit potential new pop ups which could benefit the community.

An example of a web based application form can be found in Appendix 15.

The Barossa Panorama Pop Up event faced the challenge of achieving all requirements in a timely

manner. By implementing a Pop Up Application form this could resolve time constraint issues and

allow more short term pop ups to occur.

A suggestion that the council look into the ability to be able to ‘purchase’ once off, short term

insurance through themselves, at a minimal cost to potential Pop Up holders.

The top reasons for visiting the Barossa is for restaurants, followed closely by wineries. The lowest reasons

to visit the Barossa are arts and galleries. It is important for potential pop up vendors to recognise these

interests and align their pop up to attract these consumers. As per our survey it was concluded that the main

reason for people to visit a pop up is for consumables such as food and wine.

Seasonality of the Pop Ups:

Pop ups rely heavily on seasonal tourism and local events.

The best time to hold pop up venues would be in Spring and early Summer, as people are more likely

to be visiting the Barossa.

Pop ups during Vintage months, January to May would be unlikely to attract large local crowds

Similarly during periods when events in other parts of the state are held (ie. Clare Gourmet, Fringe

Festival), the focus on Pop Ups in the Barossa could be diluted.

Suggested Pop Up Venues/ Concepts:

Menglers Hill- revitalisation of this beautiful space. Highlighting the Sculpture park

Barossa Cycle Pop Up Coffee Shop

Local food and wine related pop ups to support new local businesses

Nuriootpa Foodland Rejuvenation Space (refer to Appendix)


Acknowledgements

We would like to acknowledge the following individuals and organisations for their contributions towards

this report.

Maria McGann- Pop Up Barossa Mentor and past Future Leader

Andrew Dundon: Business Development Manager – Festivals & Events at Tourism Barossa

Kirsty Hage – The Barossa Council

Rebecca Tappert – The Barossa Council

Jo Seabrook- Manager, Tourism Services - The Barossa Council

Leanne Hutton – Foundation Barossa

Janelle Amos – Joint creator of The Breakfast Rave

References (2015). Barossa Pop Up Survey . Barossa : Barossa Future Leaders.

ABS. (2014, August). 6202.0 - Labour Force, Australia, Jul 2014. Retrieved October 12, 2015, from Australian

Bureau of Statistics:.

Barossa Product Gap Audit, ACE Group, 2011.

Department of Resource Energy and Tourism (2014), Barossa Prodcut Gap Audit. Page 32.

Barry, P. (2014, December). Recent Developments in markets for Australian wine. Agricultural Commodoties-

Abares, 79-89.

Cochrane, K. (2010, October 12). Pop Ups . Retrieved from Guardian :

http://www.theguardian.com/lifeandstyle/2010/oct/12/pop-up-temporary-shops-restaurants

Jlacic, J. (2013). The Role of Gender and Situational Factors in Wine consumption of Generation Y. South Eastern

European Journal of Economics and BUsiness, 48-56.

Niehm, L. S. (2006). Pop-up Retail's Acceptability as an Innovative Business Strategy and Enhancer of the Consumer

Shopping Experience. Iowa: Iowa State University.

Sebastien Soulez, C. G.-S. (2011). Marketing and generational segmentation: a critical analysis based on a sub-

segment of Generation Y.

http://web.b.ebscohost.com.ezproxy.lib.monash.edu.au/ehost/detail/detail?sid=0e83761d-2df4-4830-a438-

1f1fba6dab61%40sessionmgr115&vid=0&hid=109&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl

#db=bth&AN=71887655: Recherche et Applications en Marketing (English Edition) (AFM c/o ESCP-EAP).

2011, Vol. 26 Issue 1, p39-55. 17p. 7 Charts. .

South Australian Tourism Commission. 2014. Barossa - Regional Tourism Profile 2012-

2014.http://www.tourism.sa.gov.au/assets/documents/Barossa(1).pdf. [Accessed 21 October 15].

http://www.tourism.sa.gov.au/assets/documents/Barossa(1).pdf


Appendix 1 – Survey Results

Figure 1: Percentage of respondents who have previously visited a Pop Up

Figure 2: Percentage of Reasons to visit a Pop Up

Yes0 10 20 30

4050

Have you ever visited/attended/purchased …

0

10

20

30

40

50

Price / Bargain New product /Experience

Different / Newlocation or venue

Word of mouth /Referral

Why would you visit a Pop-Up?


Figure 3: Reasons to Visit a Pop Up

Figure 4: Likelihood of Purchase at Pop Ups

0102030405060

What do you /or what would you like to buy / visit at a Pop-Up?

48% 45%

7%

How likely are you to purchase at a Pop-Up rather then a

commercial retailer?

Very likely Both Not likely


Figure 5: Benefits of Local Pop Ups

Figure 6: Disadvantages of Pop Ups in the Barossa

Convenience

Different/interesting/unique products…

Close to home

Knowledge of products

Good atmosphere/social experience/fun

Exposure to new products/experiences

Good price

Adding vibrancy to the region/buying local

Giving small producers experience and…

What are the advantages of Pop-Ups for you?

Limited opening hours / closed when you…

Can be expensive

Limited choice/out of stock

None

Not 'long term' if very successful & popular

Risk of under delivering/no follow up…

Short notice/poorly advertised

Limited range of products

Location/hard to find/far away

Infrequent & inconsistent

Weather

What are some disadvantages of Pop-Ups for you?


Figure 7: Percentage of demand of Pop Ups

Figure 8: Suggested venues in the Barossa of Pop Ups

0 10 20 30 40 50

Yes

No

In the Barossa area, including Kapunda, do you feel there is a need

for Pop-Ups?

0 5 10 15 20

Lyndoch

Parks

Bethany Reserve

Greenock

Town Halls, historical buildings

Menglers Hill

Empty Shops

Community events, inc Rodeos, shows,…

Nuriootpa inc Train Park, Duck Pond, Mall,…

Angaston inc Train Station, parks etc

Wineries and nearby

Tanunda inc Rotunda, Goat Sq, Visitor…

Is there any Barossa locations/venues you would like to see used for Pop-

Ups?


Appendix 2: Council Application Form for Barossa Panorama Pop Up Event


Appendix 3: Council Application Form for Barossa Panorama Pop Up Event- Large

Event


Appendix 4: Liquor Licence Application Form for Barossa Panorama Pop Up Event


Appendix 5: Insurance Quotes for Barossa Panorama Pop Up Event- Arts Festival


Appendix 6: Insurance Quotes for Barossa Panorama Pop Up Event- Family Party


Appendix 7: Insurance Quotes for Barossa Panorama Pop Up Event- Family Party

pop-ups in the barossa valley october...

Documents