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2017 Festival Report
The Rocky Mountain Wine & Food Festival
continued to experience strong consumer
and exhibitor attendance in 2017
Calgary Festival
• 13,301 attendees
• 220 exhibitors
• 3 sponsors
This year, the Festival celebrated
20 delicious years in Alberta.
Edmonton Festival
• 11,939 attendees
• 187 exhibitors
• 3 sponsors
The Festival primarily attracts consumers aged 26-50,
who enjoy medium to high household incomes.
8.6
5%
17
.58
%
28
.24
%
23
.05
%
19
.60
%
1.1
5%
11
.13
%
20
.56
%
29
.37
%
22
.10
%
14
.84
%
1.2
4%
0.00%
10.00%
20.00%
30.00%
40.00%
18-25 26-30 31-40 41-50 51-65 66 AND OVER
Consumer Age Distribution
Calgary Edmonton
4.3
2% 7.4
9% 10
.95
%
12
.97
% 17
.29
%
10
.37
%
8.3
6%
1.7
1%
7.3
2%
14
.17
%
14
.95
%
17
.29
%
11
.06
%
8.7
2%
0.00%
10.00%
20.00%
30.00%
Up to 25K 26K - 50K 51K - 75K 76K - 100K 101K - 150K 151K - 200K Over 200k
Consumer Estimated Household Incomes
Calgary Edmonton
Consumer Profile
Over 88% of consumers rated their
Overall Experience at the Festival
as Good, Very Good, or Excellent.
Over 90% of consumers
rated the selection and
quality of samples as
Excellent, Very Good or
Good.
38
.90
%
39
.48
%
13
.83
%
6.6
3%
1.1
5%
35
.19
%
35
.97
%
17
.36
%
8.6
8%
2.7
9%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Excellent Very Good Good Fair Poor
Overall Experience
Calgary Edmonton
Consumer Profile (continued)
Consumer Profile (continued) 3
7.7
9%
32
.85
%
15
.99
%
8.7
2%
4.6
5%
39
.84
%
31
.47
%
15
.97
%
8.6
8%
4.0
3%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
Definitely Very Likely Likely Somewhat likely Not Likely
Consumers Likelihood to Purchase a Beverage Product Tasted 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.
27
.62
%
31
.69
%
18
.90
%
15
.70
%
6.1
0%
27
.13
% 32
.09
%
19
.84
%
14
.26
%
6.6
7%
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Definitely Very Likely Likely SomewhatLikely
Not Likely
Consumer Likelihood to Visit a Restaurant that Participated at the Festival
Calgary Edmonton
What consumers said about the 2017 Festivals…
“I had a great time; can't wait to go again! Tried many wines I
normally would not. Rocky Mountain Wine & Food Festival made
me get out of my wine comfort zone -- and I liked it!” (Edmonton)
“Great time as always; was wonderful being able to add new wines
to my collection.” (Calgary)
“Enjoyed it thoroughly, very well organized! Food and beverage
booths were awesome!” (Calgary)
“The quality and value of this event was fantastic. It was small
enough to feel cozy but large enough to provide a fantastic variety
of food and drinks.” (Calgary)
“Amazing event. From the staff at the doors, to police presence for
safety. Everyone I talked to was having an amazing time. I would
go to this event again and again.” (Calgary)
“It was my 2nd year attending and I had such an amazing time. I
love the selection of different beverages available, and the food
was awesome! Will definitely be attending next year and getting a
hotel nearby!” (Edmonton)
2017 Festival Marketing
Festival DatabaseEmails were sent to more than 50,000 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
6,900 “Likes” on Facebook, 6,000 followers on Twitter, and over 4,200 followers on Instagram. The
Festival made frequent posts on social media and utilized a broad contesting plan, including ticket
giveaways to generate excitement. Additionally, the Festival partnered with magazines such as WHERE,
Avenue, The Tomato Food & Drink and City Palate. More than 70 social media influencers were given
tickets to distribute and spread the word.
Print MaterialPosters and postcards were distributed to restaurant exhibitors, various local businesses and displayed
in more than 52 Sobeys and Safeway Liquor stores throughout Alberta.
WebsiteThe newly redesigned website www.rockymountainwine.com received a significant amount of traffic in
2017, totalling more than 140,000 sessions – 95,315 were new visitors.
Corporate Ticket Campaigns More than 2,000 Festival tickets were sold directly to Alberta corporations (social clubs, client gifts, etc.)
2017 Festival Marketing (continued)
Online AdvertisingThe Festival launched a strong advertising campaign on Google, Facebook and Instagram to reach the
Festival’s demographic. Festival details and promotions were also included in different Avenue E-Newsletters
(Edmonton Weekender, Calgary Food & Drink and Weekender).
Print Advertising Festival advertisements were placed in the Calgary Herald, Edmonton Journal, City Palate, Avenue Magazine
(Calgary & Edmonton) and The Tomato Food & Drink.
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), 91.7 Kiss (Edmonton),
102.9 Sonic (Edmonton) and Hot 107 (Edmonton).
Other Advertising The Festival also partnered with local businesses and events to promote the Festival with ticket giveaways,
posters and social media mentions. Festival cross-promotions included: Calgary and Edmonton Fall Home
Show, It’s Date Night YYC, YYC Now, Calgary International Film Festival and Local Wine Events.
The Festival enjoyed an abundance of complimentary media coverage in 2017.
Print CoverageCalgary Herald, Edmonton Journal, City Palate Magazine, Avenue Magazine (Calgary and Edmonton),
Where Magazine (Calgary and Edmonton), The Tomato Food & Drink.
TV Coverage & InterviewsCTV Morning Live (Calgary), CTV News (Calgary), Global News Morning Weekend (Calgary),
Global News Morning (Calgary and Edmonton).
Radio Interviews & On-Site Coverage90.3 AMP interview (Calgary), XL 103 interview (Calgary), 103.9 CISN (Edmonton), HOT 107 FM (Edmonton).
E-zines, Blogs & Other Online Listings
Public Relations & Media
• Daily Hive Calgary
• Swerve
• The Press
• Vern Magazine
• Northern Style Exposure
• Tourism Edmonton
• Heather's Eats
• Info Edmonton
• The YYSCENE
• …Plus many more!
• Tourism Calgary
• Local Wine Events
• Epicurean
• Curiosity Calgary
• Canadian Festival Guide
• It’s Date Night
• Canadian Foodies
• Camilla Di Giuseppe
• Food Mama
• Eat North
2017 Exhibitor Profile
Exhibitors in the Rocky Mountain Wine & Food Festival include:
• 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 artists
Exhibitor Survey Results
Exhibitors completed a survey
providing valuable feedback regarding
their participation in the Festival. Overall, 95% of exhibitors
rated the quality of the
Festival as
Excellent or Good.
92% of exhibitors said their
objectives for participating in
the Festival were met.
60.98%
34.15%
4.88% 0.00%
Overall Quality of the Festival
Excellent Good Fair Poor
Exhibitor Survey Results (continued)
89% of exhibitors rated the quality
of Festival customers as
Good or Excellent.
At least 73% of exhibitors plan on
participating again in 2018.
73.17%
4.88%
21.95%
Do you plan on participating in next years festival?
Yes No Maybe
59.06%
29.92%
11.02% 0
Quality Of Customers
Excellent Good Fair Poor
What exhibitors said about the Festival…
“The event was honestly wonderful and all guests that participated seemed to be
having a great time.” (Calgary)
“I enjoy this festival and feel it is beneficial to promoting our business. The
management team was extremely helpful before and during the event.” (Calgary)
“Was a great event. Thank you so much to all the staff.” (Edmonton)
“Thank you to the organizers for all your help in the lead-up to the festival. You were
all very professional, friendly, and prompt in reply.” (Edmonton)
“An awesome team you guys have in helping new vendors.” (Edmonton)
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 200 Industry & Trade attended in each city. 100% of attendees rated the
Industry & Trade session as Excellent or Very Good.
66.67%
33.33%
Overall, how would you rate the Industry & Trade Session?
Excellent Very Good Good Fair Poor
Sponsors
We graciously thank all of the 2017 Sponsors, who were an
integral part of the Festival’s success, providing financial,
marketing and event support.
2017 Sponsors
Title SponsorSobeys & Safeway Liquor
Festival Sponsors
LiquorConnect.com
Sunshine Village Ski & Snowboard
Resort
Industry & Trade Sponsor
Connect Logistics
Alberta Liquor Store Association
Media: Avenue Magazine (Calgary & Edmonton), Virgin
Radio (98.5), Amp Radio (90.3), KISS 91.7, Sonic (102.9)
Giving Back
The Leftovers FoundationThe Festival donated $1 from every Front of the Line ticket sold to the Leftovers Foundation. This year a total of $2,437 was raised, which will support the foundation to rescue more food that would otherwise be thrown in the landfill, and ensure it gets to service agencies in need.
Calgary & Edmonton Food BanksThe Festival encourages attendees to bring a non-perishable food item or monetary donations to the Festival to support those in need. With consumer donations, the Festival was able to raise $3,767 and 1196 pounds of non-perishable food items between the two cities!
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.
Veterans Emergency Transition Services (VETS)Consumers who had coupons left over at the end of the night were encouraged to leave them in the boxes provided and the Festival donated them to the Veteran Emergency Transition Services.
2018 Festival Dates
Calgary
Stampede Park BMO Centre, Halls D & E
October 12 & 13, 2018
Edmonton
Shaw Conference Centre, Halls A-C
October 19 & 20, 2018
Celebrate Winefest!
The Rocky Mountain Wine & Food Festival also proudly produces
Winefest. Both events grew significantly in attendance in 2017!
Winefest Edmonton Winefest Calgary
February 16 & 17, 2018 February 23 & 24, 2018
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
#3 225 58 Ave SE, Calgary, Alberta, Canada T2H 0N8
Consumer Inquiries: Marketing Inquiries: Venue Inquiries:
Steve Bradley Maria Yanez Janelle Gignac
Event/Office Assistant Marketing & Event Coordinator Event Coordinator
E: [email protected] E: [email protected] E: [email protected]
Food Exhibitor Inquiries: Promotional Exhibitor Inquiries: Beverage Exhibitor Inquiries:
Katie Hopkins Dakota Graham Michelle Landry & Nicole Miller
Event Coordinator Event Coordinator Event Coordinators
E: [email protected] E: [email protected] E: [email protected]
Sponsorship Inquiries: Festival Director:
Katie Hopkins Cathy Cook
Event Coordinator Festival Director
E: [email protected] E: [email protected]
Please visit www.RockyMountainWine.com for more information!
