2016 Festival Report

Rocky Mountain Wine & Food Festival

The Rocky Mountain Wine & Food Festival

continued to experience strong consumer and

exhibitor attendance in 2016.

Introduction

2016 Calgary Festival

• 12,744 attendees

• 219 exhibitor booths

• 4 sponsors

• 19th consecutive year

2016 Edmonton Festival

• 11,794 attendees

• 184 exhibitor booths

• 3 sponsors

• 15th consecutive year

Consumer Profile

The Festival primarily attracts consumers aged 26-50,

who enjoy medium to high household incomes.

0%

5%

10%

15%

20%

25%

30%

2016 Consumer Estimated Household Income

Calgary Edmonton

0%

5%

10%

15%

20%

25%

30%

35%

18-25 26-30 31-40 41-50 51-65 66 and over

2016 Consumer Age Distribution

Calgary Edmonton

Consumer Profile (continued)

Over 92% of consumers rated their

Overall Experience at the Festival

as Good, Very Good, or Excellent.

92% of consumers indicated

they were planning to attend

the Festival again next year.0%

10%

20%

30%

40%

Poor Fair Good Very Good Excellent

Consumer's Overall Experience

Calgary Edmonton

Consumer Profile (continued)

0%

5%

10%

15%

20%

25%

30%

35%

40%

Definitely Very Likely Likely Somewhat Likely Not Likely

Consumer likelihood to purchase a beverage

product tasted at the Festival

Calgary Edmonton

0%

10%

20%

30%

40%

Definitely Very Likely Likely Somewhat Likely Not Likely

Consumer likelihood to visit a restaurant

sampled at the Festival

Calgary Edmonton

Nearly 90% of Consumers would

Definitely, Very Likely, or

Likely purchase a beverage

product tasted at the Festival.

Approximately 80% of Consumers

would Definitely, Very Likely, or

Likely visit a restaurant that

participated in the Festival.

“The festival is always run very well, with a good

selection of liquor, food, and brands from around

Calgary.” (Calgary)

“It was perfect and I had so much fun!” (Edmonton)

“I could not imagine a better way to spend an evening

with friends. I had an amazing time sampling and

talking with a variety of vendors, and being able to buy

some of my favorite samples on-site was amazing.”

(Calgary)

“Enjoyed the variety of all the beverages and food

samples. Lots to appeal to everyone.” (Edmonton)

“Amazing show, loved the event, vendors, staff and

setup!” (Edmonton)

“I have attended for years. It is an annual event for me

and my friend. We highly recommend it.” (Calgary)

What consumers said about the 2016 Festivals…

2016 Festival Marketing

Festival DatabaseEmails were sent to more than 52,000 consumers in the Festival database. The majority of database members

reside in Alberta. Database emails are always unique and fun, including fresh pictures and creative writing. The

database continues to grow with each Festival held.

Social Media CampaignsThe Rocky Mountain Wine & Food Festival has a significant social media presence, with more than 5,600 “Likes”

on Facebook, 6,000 followers on Twitter, and over 2,400 on Instagram. The Festival made frequent posts on

social media and utilized a broad contesting plan, such as giving away tickets to generate excitement.

Additionally, the Festival partnered with magazines such as WHERE, Avenue and local social media influencers

to give away tickets and spread the word.

Print MaterialPosters and postcards were distributed to restaurant exhibitors, various local businesses and displayed in more

than 63 Sobeys Liquor, and 10 Safeway Wine & Spirits stores throughout Alberta.

WebsiteThe website www.rockymountainwine.com has received a significant amount of traffic in 2016, totalling more

than115,00 sessions – 80,291 of which were new visitors.

Corporate Ticket Campaigns More than 2,000 Festival tickets were sold directly to Alberta corporations (social clubs, client gifts, etc.)

2016 Festival Marketing (continued)

Online AdvertisingThe Festival placed online advertisements on the Calgary Herald, Edmonton Journal, and on the 200 most

visited websites in Canada. The online ad campaigns were specifically targeted to reach the Festival’s

demographic. Festival details were also included in different Avenue E-Newsletters (Edmonton Weekender and

Calgary Food & Drink).

Print Advertising Festival ads were placed in the Calgary Herald, Edmonton Journal, City Palate, Culinaire, Avenue Magazine

(Calgary & Edmonton), The Tomato Food & Drink and Liquor Retailer Magazine.

Radio AdvertisingThe Festival advertised on some of the most popular radio stations in Calgary and Edmonton including Virgin

98.5 (Calgary), AMP Radio (Calgary), Country 105 (Calgary), CISN 103.9 (Edmonton), 102.3 Now! (Edmonton),

91.7 The BOUNCE (Edmonton), 102.9 Sonic (Edmonton) and Hot 107 (Edmonton).

Television AdvertisingFestival television commercials aired on Global TV Calgary & Edmonton two weeks before the Festival weekly

in-show contest mentions, online presence on their website supplemented by social media integration and an in-

show live segment inclusion, which facilitated a strong promotional presence.

Other Advertising The Festival also partnered with local businesses and events to promote the Festival with ticket giveaways,

advertisements in posters and social media mentions.

The Festival enjoyed an abundance of complimentary media coverage in 2016

Print CoverageCalgary Herald, Edmonton Journal, Culinaire Magazine, City Palate Magazine, Avenue Magazine, Where Calgary &

Edmonton, The Tomato Food & Drink

TV Coverage & InterviewsCTV Morning Live (Calgary), CTV News interview (Edmonton), Shaw TV (Calgary & Edmonton), Global News interviews

(Calgary & Edmonton), Dinner Television (Edmonton)

Radio Interviews & On-Site Coverage660 News interview (Calgary), Country 105 interview (Calgary), 95.7 Cruz (Edmonton), CISN Country interview (Edmonton)

E-zines, Blogs & Other Online Listings• Travel Alberta Website

• Top Events Canada

• Local Wine Events

• Epicurean

• The Culture Cycle

• Calgary Buzz

• Food Network

• It’s Date Night

• Calgary Foodies

• I’m Mr Fabulous

• Camila Di Giuseppe

• Food Mama

• FOMO Calgary

Public Relations & Media

• Vue Weekly

• Yelp

• Wine + Dine

• Little Miss Andrea

• Festival Trek

• Canadian Festival Guide

• Let’s OM NOM

• Mr. Moo’s Adventures

• Info Edmonton

• Diverse Edmonton

• WooBox

• …Plus many more!

2016 Exhibitor Profile

Exhibitors in the Rocky Mountain Wine & Food Festival included:

• Wine agencies and wineries

• Adult beverage agencies

• Breweries

• Restaurants and hotels

• Chocolate, cheese, olive and other gourmet food companies

• Promotional companies such as wine accessories and art

Exhibitor Survey Results

Exhibitors completed a survey

providing valuable feedback

regarding their participation in the

Festival.

Overall, 97% of exhibitors

rated the quality of the

Festival as Excellent or

Good.

94% of exhibitors said their

objectives for participating in

the Festival were met. Excellent

59%

Good

38%

Fair

1%

Poor

2%

Overall Quality of the Festival

Exhibitor Survey Results (continued)

94% of exhibitors rated the quality of

Festival customers as Good or

Excellent.

99% of exhibitors plan on

participating in 2017 or were

undecided at the time of the survey.

Yes

71%

No

1%

Maybe

28%

Do you plan on participating in next year's

Rocky Mountain Wine & Food Festival?

Excellent

41%Good

53%

Fair

5%

Poor

1%

Quality of Customers

What exhibitors said about the Festival…

“It was our first time participating and everything went great.” (Calgary)

“Amazed at how well run the event was.” (Edmonton)

“Festival Management are fantastic. Above and beyond what they are being

paid to do.” (Calgary)

“Everything is perfect and we thank you for the first class professionalism that

you provide.” (Edmonton)

“Overall, excellent first-time experience!” (Calgary)

“I have been blown away with the quality and professionalism of the managing

staff. It’s amazing to see the dedication and professionalism that they had!”

(Calgary)

“The team in place always does a great job coordinating with the vendors.”

(Calgary)

Industry & Trade

As an added benefit for exhibitors, Industry & Trade members were invited to attend a

one-hour Private Industry Sneak Peek, to connect with other Industry professionals and

to sample new products and cuisine.

Approximately 230 Industry & Trade attended in each city. 91% of attendees rated the

session Excellent or Very Good.

Excellent

50%

Very Good

41%

Good

9%

Overall Quality of I&T Sneak Peek

Sponsors

We graciously thank all of the 2016 Sponsors, who were an

integral part of the Festival’s success, providing financial,

marketing and event support.

The Festival prides itself on developing mutually beneficial

relationships, which include unique programs for each

sponsor.

The Festival was excited to have Sobeys Liquor and

Safeway Wine & Spirits as the 2016 title sponsor.

2016 Sponsors

Title SponsorSobeys Liquor and

Safeway Wine & Spirits

Festival Sponsors

LiquorConnect.com

Sunshine Village Ski &

snowboard Resort

Lincoln Motor Company*(*Calgary Only)

Industry & Trade Sponsor

Connect Logistics

Alberta Liquor Store Association

Giving Back

Fort McMurray SupportThrough Early Bird ticket purchases between May 25 – June 1, the Festival proudly donated a portion of sales, totalling $1,004 to the Canadian Red Cross in support of Fort McMurray. The Festival also donated $2 from every Front of the Line ticket sold to the Wood Buffalo Food Bank with the generous help of our sponsor Liquor Connect – totalling $6,201! Wood Buffalo continues to support the Fort McMurray area after the devastating wildfires.

Calgary & Edmonton Food BanksThe Festival encourages attendees to bring a non­perishable food item

or monetary donation to the Festival to support those in need. With

consumer donations, the Festival was able to raise $4,183 and 1,200 pounds of non-perishable food items between the two cities! In addition, the Festival team will collectively donate 24 volunteer hours at the Calgary Food Bank.

SAIT & NAIT Culinary SchoolsScholarships and funds totaling $10,000 were once again raised for SAIT and NAIT Culinary Schools in continued support of local culinary arts programs.

2017 Festival Dates

Calgary

Stampede Park BMO Centre,

Halls D & E

October 13 & 14, 2017

Edmonton

Shaw Conference Centre,

Halls A-C

November 10 & 11, 2017

Celebrate Winefest!

The Rocky Mountain Wine & Food Festival also proudly produces

Winefest. Both events grew significantly in attendance in 2016!

Winefest Edmonton Winefest Calgary

February 17 & 18, 2017 February 24 & 25, 2017

Shaw Conference Centre, Hall D Stampede Park BMO Centre, Hall E

Please visit www.CelebrateWinefest.com for more information

Contact Us

Rocky Mountain Wine & Food FestivalGeneral Contact Information

P: 403-228-0777

TF: 1-866-228-3555

Box 113, 1500 14 Street SW, Calgary, Alberta, Canada T3C 1C9

Consumer Inquiries: Marketing Inquiries: Venue Inquiries:

Dakota Graham Maria Yanez Janelle Gignac

Event/Office Assistant Marketing & Event Coordinator Event Coordinator

E: dakota@rockymountainwine.com E: maria@rockymountainwine.com E: janelle@rockymountainwine.com

Food Exhibitor Inquiries: Promotional Exhibitor Inquiries: Beverage Exhibitor Inquiries:

Katie Hopkins Sarah Whiteley Michelle Landry

Event Coordinator Event Coordinator Event Coordinator

E: katie@rockymountainwine.com E: sarah@rockymountainwine.com E: michelle@rockymountainwine.com

Sponsorship Inquiries: Festival Director:

Katie Hopkins Cathy Cook

Event Coordinator Festival Director

E: katie@rockymountainwine.com E: cathy@rockymountainwine.com

Please visit www.RockyMountainWine.com for more information!