TOWN SQUARE VENDOR INFORMATION 30 APRIL – 9 MAY 2021 SOUTH AUSTRALIA THE TASTING AUSTRALIA STORY

30 APRIL – 9 MAY 2021 “The country’s most intriguing, engaging and surprising gastronomic festival.” John Lethlean, The Australian

Since 1997 Tasting Australia presented by RAA Travel has offered innovative events and indulgent adventures. It celebrates the delicious possibilities of eating and drinking today, inviting guests to discover what’s new on the menu.

This annual festival showcases the nation’s best alongside home-grown heroes – chefs, winemakers, distillers, producers, restaurateurs and more – delivering a full-bodied, locally grown offering that continues to attract international acclaim.

Bold, fresh and uniquely South Australian experiences shape the program, with associated events a crucial part of the picture.

The vision for Tasting Australia is to inspire national and international media, producers, buyers, chefs and guests to visit South Australia while remaining relevant and appealing to locals. We want the festival’s audience to feel constantly curious about what it will deliver next – and compelled to join the fun rather than risk missing out.

Magic happens when global talent and local produce converge. Tasting Australia takes the best of South Australia to the world through innovative, creative and thought-provoking programming and unique culinary tourism experiences. Tasting Australia is the perfect platform to show foodies and event lovers what you’re all about – and why they should keep coming back – through marketing on Tasting Australia channels, potential media activity and delivering a great time.

In 2021 Tasting Australia will be held from 30 April to 9 May. Ten days and two big weekends will unfold across metropolitan Adelaide and regional South Australia.

The festival is set to be both a chance to celebrate the local hospitality industry and to support businesses in their recovery from a tumultuous time. Devastating bushfires followed by the COVID-19 pandemic have tested the sector like never before.

Through months of uncertainty we’ve reflected on the importance of gathering to enjoy food and beverages, and on the fact that these experiences are about much more than a meal. We connect with people, produce and place as well — elements Tasting Australia will continue to honour on its return.

In 2021 you can be part of the story. Join the Tasting Australia program and let the festival’s audience discover you.

TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 2

DIGITAL COVERAGE

Public appetite for Tasting Australia content via digital platforms and social media channels is growing steadily. The event speaks to a dedicated network of people across various online platforms.

In 2020, website visits were up by 16% year on year, with 47% from interstate and international markets. Users were I6% also spending 35% more time on site, indicating quality WEBSITE VISITS visitors who were engaged with content and programming.

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FOLLOWERS 10,000 60K 5,000 TOTAL 0 FOLLOWERS 20I8 20I9 2020 20I8 20I9 2020 +4% +II% INCREASE INCREASE

EDM EDM AVERAGE I2.6K DATABASE 44.I2% OPEN RATE

TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 3 2020 MEDIA COVERAGE

SECTION: GENERAL NEWS ARTICLE TYPE: NEWS ITEM AUDIENCE : 310,556 PAGE: 152 PRINTED SIZE: 1107.00cm² REGION: National MARKET: Australia ASR: AUD 72,873 WORDS: 554 SECTION: GENERAL NEWS ARTICLE TYPE: REVIEW AUDIENCE : 12,000 PAGE: 88 PRINTED SIZE: 772.00cm² REGION: SA MARKET: Australia ASR: AUD 4,572 WORDS: 560 AUTHOR: JESSICA GALLETLY SECTION: GENERAL NEWS ARTICLE TYPE: NEWS ITEM ITEM ID: 1215268615 ITEM ID: 1243825227 AUDIENCE : 182,462 PAGE: 3 PRINTED SIZE: 605.00cm² REGION: SA MARKET: Australia ASR: AUD 13,473 WORDS: 420 ITEM ID: 1235152308 JANUARY, 2020 MARCH, 2020 16 FEB, 2020 Foodie FESTIVALS Three minutes with... Chef gets kids in the kitchen

Better Homes & Gardens, National SA Life, Adelaide Sunday Mail Adelaide, Adelaide Page 1 of 2 Page 1 of 1 Page 1 of 2

BETTER�TRAVEL WINE&DINE Three minutes with ... Chef gets

Karena Armstrong Salopian Inn kids in the kitchen

Co-owner and chef at McLaren Vale’s celebrated Salopian Inn, Karena Armstrong is a guest programmer for Tasting Australia 2020. At the Try South Australia’s Taste and hunt for best produce at truffles at The Truffle Salopian Inn, Karena has developed Tasting Australia. Festival, Canberra. a surprising, seasonal and ever- changing menu centered on Asian flavours and timeless techniques. She will bring her food philosophy to Tasting Australia this month with a special Glasshouse Kitchen Dinner.

Tell us about your involvement with Tasting Australia in 2020? What’s happening at the Salopian Inn this year? This year I am a guest programmer, which has given me the creative We are looking to expand to another venue and present a different license to create my own Glasshouse Kitchen Dinner. The Glasshouse version of regional hospitality. Kitchens are once-in-a-lifetime events and Alanna Sapwell, Heidi STRICTLY COOKING: Chef Duncan Welgemoed cooks with his sons Bjerkan, O Tama Carey and I all share common philosophies in terms If you could have a superpower, what would it be? Max, 9, and Alex, 6, in his restaurant Africola. Picture : MATT TURNER of seasonality and sustainability. Flying. I fly in my dreams all the time and it’s very convenient.

FESTIVALS What else do you have in store for the festival this year? Happiness is? JESSICA GALLETLY We have a family dinner being held at the Salopian. This is a chaotic, Momentary and should be relished. DELICIOUS.SA EDITOR Put these food and drink festivals in your diary loud and family-friendly event. It really feels like a dinner at my house THERE are no machetes in cooks a meal for the family by 2018 MasterChef winner Sashi foodie with loads of shared food, great wine and gin. Something we don’t know about you? the kitchen when Duncan himself, once a week. Cheliah (Gaja by Sashi). and and plan a trip around them in 2020 I am six weeks away from becoming a black belt in karate. It’s been a Welgemoed’s kids are around. “Pizza, burgers, … sim- The Salopian is known for its focus on sustainability. How will five-year journey and I have learned a lot about myself. Stewart Wesson (Part Time The formidable chef, photo- ple stuff really,” says the nine- you convey that through Tasting Australia? Lover). For his Kids in the hat could be better than come alive with activities. On to taste SA’s best food and wine, and graphed over the years with year-old. “Sometimes it does Sustainability isn’t just a buzzword in the Salopian world, we are constantly What inspires you most, and why? Kitchen class, Welgemoed is a weekend away to enjoy show is Victoria’s best produce. It’s also be among stunning scenery. tattooed arms crossed and get a bit complex.” looking at ways to improve our environmental efficiency and minimise Eating most definitely. Tasting food and watching others cook makes inviting parents to bring along the bounty of a region best to book your stay now. The Tasting Australia takes place branding the likes of a blow- The boys eat everything, any environmental damage. We bring this attitude to any event we are a me think about how I would use the ingredient and then I go from there. their budding young chef to inw its own celebrations? Not much! festival takes place in March 2020. from March 27 to April 5, 2020. part of, and Tasting Australia welcomes the attitude with open arms. torch or knives, softens when says Welgemoed – “except cook three veg-based dishes. So check out these food and drink melbournefoodandwine.com.au. tastingaustralia.com.au. What is on your bucket list? mushrooms”. Now, Duncan in the company of his sons, He says cooking with kids is festivals coming to a place near you! What do you love about calling McLaren Vale home? the dad is to share his kid- That list is very long! I want to travel with my husband and children as Maxwell, 9, and Alexander, 6. so valuable, because “it teaches I live in McLaren Vale and grew up at Moana Beach, where my parents friendly recipes and tips at The TASTING AUSTRALIA, BATLOW CIDERFEST, NSW they are in their teenage years more. Travel is so good for their outlook. Except when it counts. them about nutrition, allows Love cider? We’ve got the perfect still live in the family home. It has been my home all my life, even when MELBOURNE FOOD AND ADELAIDE, SA “If they’re holding a knife Advertiser, delicious.SA and them to be creative, builds con- I was living away. We have wine, beaches, gin, beer and great produce Where have you travelled? WINE FESTIVAL, VIC Want the chance to sample some of festival for you. Along the road to badly or playing around near TAFE SA’s L Plate’s cooking fidence and helps them de- and restaurants. It is such a beautiful lifestyle for my family. I love to travel, but India really is a place I need to go back to. I was What started 27 years ago as a South Australia’s best at more than Gundagai are the apple groves of the heat… I’m a little bit strict,” series for Tasting Australia. taught how to make paneer dumplings by a lady in the northern Indian velop their palates”. “And the modest event is now a giant, with 100 events, lunches, dinners and Batlow, where every year cider says Welgemoed, of the lauded L Plates hands-on cooking How do you balance your career with being a mother to three city of Jaipur; she was just so giving and had so little. Travel always social aspect of sitting down thousands flocking to some of the tasting classes? Head that way for the lovers descend to celebrate the Africola restaurant in Adel- classes are a chance to work young boys? makes you reflect on what you have in your life. together and eating as a family 250 events held across the state annual Tasting Australia Festival. drop. There will be craft cider aide. closely with some of SA’s best- Actually, sometimes I don’t. I really struggle to find balance and give is important,” he says. for the annual Melbourne Food Across Adelaide and the well-known sessions with producers where The Welgemoed boys cook known chefs, including both pursuits 100 per cent focus, but I am super aware of this and like Even at the age of six, Alex and Wine Festival. Think long regions of the Barossa, McLaren you can learn while you taste, plus together often – Max even Welgemoed, Karena Arm- most parents do my very best. I have become far better at making “loves chopping, peeling and lunches in beautiful surrounds, Vale, Clare Valley and Kangaroo orchard and cidery tours, food stalls home time non-negotiable. strong (The Salopian Inn),

masterclasses and laneways that Valley, to name just a few, you’ll get and entertainment. The festival Getty Images Photography

Licensed by Copyright Agency. You may only copy or communicate this work with a licence. Licensed by Copyright Agency. You may only copy or communicate this work with a licence.

Licensed by Copyright Agency. You may only copy or communicate this work with a licence.

Despite the cancellation, media coverage for Tasting Australia presented by RAA Travel was strong. $9.5M 546 270 20.6M PR VALUE TRADITIONAL SOCIAL REACH OF COVERAGE MEDIA ITEMS MEDIA ITEMS MAR 2020 GENERATED GENERATED 2020 ABOUT 2020 EVENT ABOUT 2020 EVENT As at 17 March 2020 (following the postponement announcement Compared to the same point in 2019, there were an additional 214 traditional media on 13 March 2020) items and 112 social media items with an additional potential reach of 6.3 million.

06/12/2019 The Advertiser, Friday, December 6, 2019, pages from 9 to 9

metros.smedia.com.au/theadvertiser/PrintPages.aspx?doc=NCADV/2019/12/06&from=9&to=9 1/1 TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 4 BENEFITS FOR TOWN SQUARE VENDORS

Joining Tasting Australia as a Town Square vendor allows you to use the Tasting Australia logo to market your involvement in the festival. You will also benefit from the overarching marketing and communications activities for the entire festival and may receive additional support through various targeted digital, social and publicity campaigns. All revenue from sales in Town Square remains with the stall holder. Further details about what is supplied for each site are available on the application form. Tasting Australia is a platform to showcase your product to a highly engaged and hungry audience – draw on the authority and industry respect the Tasting Australia brand has built over 20+ years; this is your chance to take part.

Provide access Opportunity Inbound interstate to a national to collaborate and international and international with other media audience businesses

Platform to Inclusion on the launch a new Be a part of Tasting Australia product, dish South Australia’s website, e-newsletter, or brand premium food and social media channels beverage festival Activate to captive food and Dedicated beverage-loving Inclusion in the contact person audience Tasting Australia 2021 printed program – distributed in The Broadcast your Advertiser statewide, brand to a wider plus additional 40,000 audience locally and interstate

TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 5 TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 5 2021 VENDOR OVERVIEW

Curated by us – the festival’s creative team – Town Square will be the city’s go-to food mecca from 30 April - 9 May 2021.

Situated in the heart of the CBD – Victoria Square – Tasting Australia’s free festival hub Town Square attracted more than 64,000 people in 2019, and still the public appetite for authentic, delicious food is unwavering.

Tasting Australia invites local restaurants, caterers and food purveyors to apply to be part of Town Square in 2021, to offer the festival’s discerning and ravenous guests new, exciting and moreish morsels.

In 2021 we are looking to revamp our vendor theme as we did in 2017 / 2018 with “Charred” and subsequently “Small Plates” 2019. This introduction of a universal theme was hugely popular with both the vendors and the public who attended the event, keeping Tasting Australia at the forefront of culinary festivals in Australia. We are asking you, the vendors who are the prominent face of the hub of the festival to push yourselves by putting the absolute best on offer showcasing the best of South Australian produce under the simple theme of produce heroes.

Applications will be personally assessed by us and our team to get the best mix of offerings. We are here to offer guidance and answer any questions that you may have. We will potentially be asking you to do a tasting for us to assist with the selection process.

Thanks again for your interest and we look forward to seeing what amazing offerings you present to us – Simon Bryant

TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 6 HIGHLIGHT OUR AMAZING PRODUCE HEROES

In 2021 we are looking for vendors to showcase our incredible South Australian produce!

We have some of the best wild caught fish, free range chickens and pigs (and we mean low-density, real free range), pastured , organic vegies, higher welfare sheep, wild goat and kangaroo, stone ground heritage wheat flours, amazing veggies, fruits and nuts, great oils… the list is endless. We are asking for menus and dishes designed around South Australian Iconic Produce.

We want to thrust these Local Heroes firmly in the spotlight. This was our approach in 2014 viathe eight regional tourism groups running public catering and in 2016 via the eight Regional Food groups. The level of pride, loyalty and ownership from both guests and vendors was a collective testament to how much pride South Australians have in our patch. We welcome this produce driven theme back in 2021 With your unique style and cooking skills added to these Hero ingredients, our patrons a truly South Australian experience, and will receive the very best public catering experience of any festival in Australia.

We understand this produce isn’t cheap, it isn’t always easy to source – we proudly use it throughout Tasting Australia managed events and it isn’t always easy. This is where we can help you via:

• introductions to suppliers if needed. Most suppliers are really keen to see their product involved in Tasting Australia and if your current business model doesn’t have these networks we can offer assistance.

• media programmes will be in place to help tell the story of vendors supporting local heroes, therefore supporting our economy. It’s just plain good for our state and our festival visitors.

Customers do understand it costs more, and we are here to help tell your produce story in menu boards/ dish wording. Feel free to charge a little more, curb your portion sizes from “gluttonous” to “fair” and show people it just tastes better.

TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 7 PRODUCE GUIDELINES

We will showcase South Australia and the Qualifying options for vendor country’s best produce according to the following guidelines: cuisine and execution Limitations of site • South Australian produce will always be favoured providing it is recognisable and on • The sites are predominantly gas and fire par or close to being identified as the country’s powered (electricity is not readily available), best. If we cannot source SA produce in with cold storage considered and allocated. quantity, quality and specification required then perhaps the menu offering is NOT • Cooking and assembly must be theatrical, appropriate for Tasting Australia. spectacular, but most importantly authentic. NO ACTION, NO STALL. • Vendors must have a hero South Australian ingredient as a menu leader, that is clearly branded, and is an integral part of dish In response to vendor feedback from those who descriptor. offered best practice local produce and feel strong levels of ownership and pride for the WHOLE festival, • Secondary menu item hero ingredients from we will be putting in place some rudimentary SA are encouraged, but not essential, and we produce integrity checks and balances. encourage you to flag on your descriptors. We understand that some dishes simply cant be Please don’t take this as policing, but support, and exclusively SA in inputs but, a local beef grazer a response to a “majority concern” from vendors in for your burger, a locally grown and milled flour 2018/19. We trust that if you specify a produce hero in your bun, local best practice free range eggs in your menu submission, that this will be followed in your mayonnaise and a hero tomato farm in through. Should we need, we may ask to site an the garnish, would make your dish a super star! invoice during the festival subsequent to other vendors expressing concern to us. It will be done in • The quality should reflect the standard of a professional, confidential and diplomatic manner the Glasshouse Kitchen (Tasting Australia’s via Festival Management. We understand supply flagship fine dining experience) but in fast, glitches, we are here to help you through that process, accessible, great value propositions. not persecute you, so come to us if you feel a produce • The public food offering must celebrate substitution is evident and let us know how we can the festival’s key themes of people, produce help. Chalk board menus are our preferred site option and place. and there are numerous local substitute brands that you can use to carry on trading under our guidelines. • Submissions of Pastries and Charcuterie/ Cheese Boards will not be considered

TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 8 SHOW US SOME THEATRE!

Over the years we unequivocally see guests drawn to caterers with amazing contraptions and theatre.

In 2021, Tasting Australia is calling on stallholders to show guests exactly how their food is made; the cooking and assembly of your dishes should be on proud display, creating a feast for the senses and whetting the appetite for more. As the festival will now take place in March to early April, fire is no longer the centrepiece of this public dining space – Town Square Vendors should have a focus on flipping, whipping, smoking, steaming, grilling, braising, pulling and presenting irresistible food.

Tasting Australia embraces the diversity of Adelaide’s food culture and welcomes recipes and dishes from all around the world: , hoppers, , , , pancakes and much more.

As the public face of Tasting Australia’s Some theatre thought starters: incredibly popular festival hub, we invite • presses you – our valued vendors – to push the • Giant Smokers and Fire Pits boundaries, to challenge the norm and to reach • Yakatori Grill Walls for the very best plate of food that represents you. • Fairy Floss being spun We will be there to support and guide you, • Roti’s being stretched and to ensure that Town Square reflects • Wood fired ovens the rich tapestry of South Australia’s • Tandooris idling away thriving food scene. • Mozzarella/ Burrata being stretched • Raclette being melted

We understand that some preparation methods and cooking styles don’t allow for an element of theatre so in the past Vendors have negotiated this by amazing displays of goods or spice towers, or fantastic frontage and just great customer service and fun staff. Applications will therefore be judged fairly on a holistic sense of presence and visual appeal, with mock ups, pictures and drawings welcome.

TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 9 APPLICATION INFORMATION

Each Vendor is encouraged to submit four to six dishes. You may wish to submit a larger offering but ultimately we are after quality not quantity.

We have two spots dedicated desert vendors, some savoury vendors may elect to add a desert item, but this is not essential. We want specialists, and theatre where cooking apparatus are central to the stall, in full view of the public and to create a visual spectacular for guests.

This is the hero for each vendor, along Enamel Plates with the specialist product, that then has variations because of change of Since inception we asked for compostable serving ware, protein or sauce – less is more here. but in 2021 we going one step further by supplying you with washable, reusable tin enamel plates and a service Price point guide to clean them. As a guide, we recommend charging Our public catering will therefore be doing the right thing $7 for a snack and around $20 for by our producers, our land, sea, and the environment with a large meal – but if you want to a greatly reduced disposable footprint and real wins for throw a lobster / wagyu or liquid our hard working primary producers and showcase the gold in one of your offerings as a very best service and delivery the state has to offer. Signature Dish of the Day / Week we understand, and invite you to charge Vendors have the option of serving from a deep large main accordingly. This should be something plate or a flat entrée plate. These should accommodate exceptional that really adds value to various price points and sizes from a snack to meal. your regular menu. More information on the enamel plate and cleaning Dishes must be easy to eat, stand up, service can be found in the vendor manual. This portable and fast to serve. document can be found on the Tasting Australia website.

TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 10 TASTING AUSTRALIA IS HUNGRY FOR

Korean: mandu, dak-kkochi , Turkish: doner , gozleme, ayra (yogurt drink) gukhwappang bun, pajeon pancakes, tteokbokki Mexican: elote, tacos, churros, tres leches, tostada, Japanese: grills, soba noodle, sashimi stations

Chinese: steamed buns, yum cha (traditional dim Vietnamese: bao, banh xeo, goi cuon (cold rolls) sum style), Polish: , kluski dumplings, baked potatos, Spanish: pintxos, tapas, ceviche, jamon naleśniki- fruit pancakes

Brazilian: picanha, pastel de queijo, kibe, acarajé Sri Lankan: hoppers (plain/string), watalappan

French: crêpes, raclette, delicatessen, pates, Indian and Malaysian: , , , roti, terrines, cured meats, breads, patisserie , halwa, kulfi

German: various wurst, schnitzels, krauts, Thai: , , sticky rice, som tam, rat na, käsespätzle, bienenstich, eintopf lok-lok, woks

Italian: or pizza fritta, single slice pizza, Argentinian: choripan, asado, , plates / rolls, arostocini, , gelato garrapiñada, alfajor, flan mixto

TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 11 TOWN SQUARE: HOURS OF OPERATION

TOWN SQUARE VENDOR VENDOR OPENING HOURS TRADING TIMES ACCESS TIMES FRI 30 APRIL IIAM-I2AM IIAM-I0PM 8AM-I2:30AM Site fees are $7000 (plus GST) and equate to approximately SAT 1 MAY IIAM-I2AM IIAM-IOPM 8AM-I2:30AM 10% of historical and anticipated gross revenue. SUN 2 MAY IIAM-9PM IIAM-9PM 8AM-II:30PM MON 3 MAY CLOSED CLOSED NO ACCESS Applications close on 10 January 2021 TUES 4 MAY IIAM-9PM IIAM-9PM 8AM-IO:30PM Contact Tasting Australia WED 5 MAY IIAM-9PM IIAM-9PM 8AM-I2AM Operations Manager and Programming Producer THURS 6 MAY IIAM-IIPM IIAM-IOPM 8AM-I2AM for enquiries:

FRI 7 MAY IIAM-I2AM IIAM-IOPM 8AM-I2:30AM Ben Snodgrass SAT 8 MAY IIAM-I2AM IIAM-IOPM 8AM-12.30AM [email protected] 8463 4634 SUN 9 MAY IIAM-7PM IIAM-6.30PM 8AM-IIPM

Town Square opening times are subject to change.

TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 12 FOR MORE INFORMATION ON TOWN SQUARE, PLEASE CONTACT: Ben Snodgrass, Operations Manager / Programming Producer [email protected] (08) 8463 4634

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