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Town Square: Vendor Information 27 MARCH - 5 APRIL 2020 ADELAIDE & REGIONS TOWN SQUARE: VENDOR INFORMATION TASTINGAUSTRALIA.COM.AU THE TASTING AUSTRALIA STORY 27 MARCH - 5 APRIL, 2020 Tasting Australia is the country’s “most intriguing, engaging and surprising gastronomic festival”. The Australian. For 10 days there is an explosion of eating and drinking right across Adelaide and regional South Australia. World’s Best Restaurant-listed chefs pop up in off-road wonderlands, the country’s leading winemakers, brewers and distillers descend on the city in droves, and the heart of Adelaide comes alive with the freshest flavours and ideas in one central feast; Tasting Australia offers an abundance of culinary experiences like no other. One of the country’s longest-running food and drink festivals, Tasting Australia showcases Adelaide and its surrounding regions as a paradise of intriguing talent, bold innovation, and above all, delicious food, wine, beer and spirits. Tasting Australia will be held from 27 March - 5 April 2020, giving participating businesses two full weekends of trade and events to take advantage of during the festival. In 2020, you can be part of that story – join the Tasting Australia team and let our audience discover you. Watch our 2019 highlights here. TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 2 CREATIVE TEAM Simon Bryant Nick Stock FESTIVAL DIRECTOR BEVERAGE DIRECTOR Cheong Liew PATRON TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 3 20I9 OVERVIEW I0 I60 64K TICKETED TOWN SQUARE DAYS EVENTS* ATTENDANCE In 2019 Tasting Australia – Adelaide’s premier ten-day eating and drinking festival – was the biggest ever with 64,000 people visiting the festival hub, Town Square, in Victoria Square. Thousands of tickets were sold across the entire program, with growing interest in regional events such as a two-day flour milling and baking workshop and farm tours selling out well in advance of the festival. The breadth of events – from lunches to tastings, dinners to tours, celebrity guest appearances to hands- on masterclasses – were well received by Tasting Australia guests who are hungry for an authentic experience that heroes flavour, personality and informal excellence. IIK+ $5.5M INTERSTATE AND ECONOMIC INTERNATIONAL VISITORS IMPACT TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 4 20I9 MEDIA COVERAGE 3/13/2019 The Advertiser, Wednesday, March 13, 2019, pages from 33 to 33 4/5/2019 The Advertiser, Friday, April 05, 2019, pages from 1 to 1 https://metros.smedia.com.au/theadvertiser/PrintPages.aspx?doc=NCADV/2019/03/13&from=33&to=33 1/1 https://metros.smedia.com.au/theadvertiser/PrintPages.aspx?doc=NCADV/2019/04/05&from=1&to=1 1/1 In 2019 Tasting Australia hosted over 50 media across the festival from interstate and overseas including a mix of press, magazines, online, television and radio journalists. “For people who travel through the lens of food, South Australia is $25M I92I 42.3M a hot spot right now. It has a really good mojo.” MEDIA VALUE MEDIA ITEMS REACH OF COVERAGE GENERATED ABOUT Kerrie McCallum – 20I9 THE 20I9 EVENT 20I9 editor-in-chief of delicious magazine TASTING AUSTRALIA FEATURED IN: • ABC Radio • CityMag • Gourmet Traveller • Ten News • Adelady • Delicious • Gourmet Traveller Wine • The Adelaide Review • Australian Financial • Executive Style • New York Post • The Advertiser Review • FiveAA • Qantas Magazine • The Australian • Broadsheet • Glam Adelaide • SA Weekend • The Lead SA • Business Insider • Good Food Magazine • Seven News TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 5 SOCIAL MEDIA COVERAGE Public appetite for Tasting Australia content via digital platforms and social media channels is growing steadily. The event speaks to a dedicated database of 25,000 people nationally and an engaged audience of 20,300 on Instagram and 21,000 on Facebook. Over the campaign website sessions increased by 30% on 2018 figures, with more than 360,000 sessions over the entire campaign. 30,000 25,000 20,000 15,000 FOLLOWERS 10,000 5,000 6IK 0 TOTAL 20I8 20I9 20I8 20I9 FOLLOWERS +I3% +32.5% INCREASE INCREASE I0.6K 44.5% 6.05% EDM DATABASE EDM AVERAGE EDM AVERAGE OPEN RATE CLICK THROUGH RATE TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 6 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 2020 printed program – distributed in The Broadcast your Advertiser statewide, brand to a wider plus additional 40,000 audience locally and interstate TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 7 2020 VENDOR OVERVIEW Curated by us – the festival’s creative team – Town Square will be the city’s go-to food mecca from 27 March - 5 April. 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 2020, to offer the festival’s discerning and ravenous guests new, exciting and moreish morsels. In 2020 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 and Jock. TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 8 HIGHLIGHT OUR AMAZING PRODUCE HEROES In 2020 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 beef, 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 via the 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 2020 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 TOWN SQUARE: VENDOR INFORMATION 9 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.
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