Festival Report Introduction

2017 Festival Report Introduction

Winefest is one of the most highly anticipated wine Events in Alberta, offering consumers the opportunity to sample hundreds of red, white, port, sparkling, fruit, fortified and dessert wines from the world’s most celebrated wine regions, as well as a tasty selection of hors d’oeuvres.

2017 Winefest Edmonton • 3,448 attendees • 74 exhibitor booths

2017 Winefest Calgary • 4,432 attendees • 98 exhibitor booths

Demographics – Winefest Customers

Consumer Profile Winefest primarily attracts consumers within the age group of 26-50, who earn medium to high household incomes. Consumer Household Income Consumer Age Distribution Distribution

40%

30%

34%

32%

31%

20%

23%

21%

20%

19%

18%

17%

10% 10% 16%

14%

13%

11%

3% 0% 0% 0% 18-25 26-30 31-40 41-50 51-65 66 and over

Edmonton Calgary Edmonton Calgary Demographics – Winefest Customers

Consumer Profile (continued)

Consumer Overall Experience 50%

95% of attendees

40% 47%

rated their overall

42% 38% experience at 30% 37% Winefest as 20%

Excellent, Very

10%

15%

Good, or Good.

12%

3% 4% 2% 0% 0% Excellent Very Good Good Fair Poor Edmonton Calgary Demographics – Winefest Customers

Consumer Profile (continued)

Consumer Likelihood of Purchasing a Wine Tasted at Winefest 60% 93% of consumers indicated 50%

they would Definitely, Very 49% 40%

Likely or Likely purchase a 41%

30% wine they tasted at 38%

20% 32% Winefest.

10%

14%

1% 2% 12% 0% Definitely Very Likely Likely Somewhat Likely Not Likely Edmonton Calgary Demographics – Winefest Customers

What consumers said about the 2017 Events:

“This was our first attendance and think it was an excellent event. The opportunity to taste such a variety of wines was great.” (Calgary)

“I had never been to Winefest before but several people I knew had participated in previous years and were very enthusiastic about it. I LOVED it. Loved all the different wines.” (Edmonton)

“Awesome tasting! Cannot wait until next year.” (Calgary)

“Overall experience was great and would highly recommend!” (Edmonton)

“It was an awesome day with my daughter tasting wines from all over the world. (Calgary)

“This was my first Winefest. Great afternoon! Well done and well organized. I Will attend next year!” (Edmonton)

Demographics – Winefest Customers

Industry & Trade Each year, Winefest hosts a Private Industry & Trade Tasting, providing exhibitors the opportunity to network exclusively with Industry members. This year, over 480 qualified members attended the private sessions in Calgary and Edmonton to meet with local wine agents and winery representatives.

Words from Industry attendees: 100% of industry attendees “This being my first experience with Winefest, I extremely valued or valued the found it to be informative, professional and all ability to network with beverage participating vendors and staff to be very approachable! I found what I needed for info and agents. the ability to taste, and speaking with the vendors has greatly influenced what I will be purchasing on our next orders.” 100% of industry attendees extremely valued or valued the “We enjoy being able to try new wines and ability to sample new and unique network with other industry personal.” products. Demographics – Winefest Customers

2017 Event Marketing The Festival continues to utilize a comprehensive marketing plan:

Event Database Event emails were sent to over 58,000 consumers promoting event features, exhibitors and sponsors.

Print Materials Postcards were distributed to exhibitors, in Sobeys Liquor and Safeway Wine & Spirits stores in Calgary, and various small businesses in Calgary and Edmonton.

Social Media & Online Advertising Winefest holds a significant presence in social media with over 1,743 likes on Facebook, 2081 followers on Instagram, and 2,414 followers on Twitter. In addition to the pages Winefest moderates, advertising was also purchased on Facebook, Twitter and Instagram. Winefest digital and mobile ads were placed on CalgaryHerald.com, EdmontonJournal.com and the Calgary Herald and Edmonton Journal smartphone apps, as well as on the 200 ‘most visited’ websites in Canada through Google advertising. Winefest also partnered with local social media influencers to spread the word online and create buzz around the event.

Print Advertising Winefest ads were placed in the Calgary Herald, the Edmonton Journal, and Avenue Magazine in both Calgary & Edmonton.

Radio Advertising Winefest advertised with the most popular radio stations in Calgary and Edmonton including 98.5 Virgin Radio, AMP Radio and Country 105 (Calgary) and 91.7 The Bounce and 103.9 CISN Country (Edmonton).

Demographics – Winefest Customers

Public Relations & Media Winefest enjoyed ample media coverage in 2017:

TV Coverage & Interviews City TV, CTV News, Global, Shaw TV (Calgary)

Radio Interviews & On-Site Coverage CBC Radio (Edmonton), 660 News (Calgary), AMP Radio (Calgary), Latin Sound 94.7 (Calgary)

Print Coverage Edmonton Journal, Swerve Magazine

E-zines, Blogs & Other Online Listings • Daily Hive • Avenue Magazine • Local Wine Events • CTV • Epicurean • Yelp Edmonton • City Palate • YYC Now • Tourism Calgary …and many more!

Demographics – Winefest Customers

2017 Exhibitor Profile Winefest exhibitors include:

• Wineries and agencies representing local and international red, white, port, sparkling, fruit, fortified and dessert wines

• A selection of local food purveyors serving hors d'oeuvres to complement wine such as cheese, chocolates & olives

• Industry services such as Event sponsor, LiquorConnect.com

• A limited number of specialty companies such as wine accessory, art and travel companies Demographics – Winefest Customers

Exhibitor Feedback

94% of exhibitors felt their success of participation was Excellent or Good.

94% of Winefest exhibitors either said “yes” or “maybe” to participating next year.

94% of exhibitors felt that the overall quality of the Event was Excellent or Good. Demographics – Winefest Customers

People’s Choice Awards

Each year, Winefest hosts the People’s Choice Awards to uncork the most loved wines at Winefest! Guests voted for their top picks by filling out a ballot while at the Event. Thousands of votes determined the 2017 favourites in both Calgary and Edmonton. Check out the 2017 winners:

2017 Winefest Edmonton Winners

2017 Winefest Calgary Winners Demographics – Winefest Customers

2017 Winefest Sponsors

We graciously thank the 2017 Winefest Sponsors who were an integral part of the Event’s success, providing financial, marketing and Event support.

Winefest prides itself on developing mutually beneficial relationships, which includes unique programs for each sponsor.

Demographics – Winefest Customers

2018 Winefest Dates

Edmonton Calgary February 16 & 17, 2018 February 23 & 24, 2018 Shaw Conference Centre, Hall D Stampede Park BMO Centre, Hall E

Private Industry & Trade Session: 2-5pm Private Industry & Trade Session: 2-5pm Friday Evening Session: 7–10 pm Friday Evening Session: 7–10 pm Saturday Afternoon Session: 2–5 pm Saturday Afternoon Session: 2–5 pm Saturday Evening Session: 7–10 pm Saturday Evening Session: 7–10 pm

www.celebratewinefest.com

The organizers of Winefest also proudly produce The Rocky Mountain Wine & Food Festival, the largest wine and food Festival in Alberta. The Festival offers the chance to sample an extensive variety of wine, premium spirits, scotch, import and micro-brewed beer, along with gourmet food samples from local restaurants, hotels, and food purveyors.

Calgary October 13 & 14, 2017

Edmonton November 10 & 11, 2017

NEW - Vancouver November 24 & 25, 2017

The Rocky Mountain Wine & Food Festival is thrilled to celebrate its 20th Anniversary in Alberta by expanding to the vibrant city of Vancouver! More information coming soon!

Visit rockymountainwine.com for more information. Demographics – Winefest Customers

Telephone: 403-228-0777 Mailing Address: Toll-free:1-866-228-3555 Box 113 - 1500 14th Street SW Fax Number: 403-398-1334 Calgary, AB, Canada T3C 1C9

Consumer Inquiries Exhibitor Inquiries Dakota Graham Michelle Landry Event Assistant Event Coordinator – Beverage E: [email protected] E: [email protected]

Sponsorship Inquiries Katie Hopkins Erica Lee Event Coordinator Event Coordinator – Food & Pro mo E: [email protected] E: [email protected]

Marketing Inquiries Maria Yanez Event & Marketing Coordinator E: [email protected]

Event Director Cathy Cook E: [email protected]