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Wine and food are
the main ingredients of tourism in Australia’s
wine regions. But visitors require more than just
full bellies and boot loads of wine. It’s about
creating experiences and leaving an imprint, an indelible
mark on their memory.
The conference program has been created to help providers
understand visitor expectations and how they can exceed
them. The essential ingredients for creating successful
tourism experiences will be examined, with a blend
of experts ready to share their experiences, success
stories and mistakes.
“Wine and food tourism offers Australia’s
wineries a great opportunity to bypass traditional
routes to market, by bringing the market to them.
A focus on the brand offering, and on integrating
with other local wineries, food, accommodation, tourism
and government is the key to making it work.”
Stephen Strachan
CEO
Winemakers’ Federation of Australia
“Creating a point of difference is vital. Restaurants
and wineries need to provide a sense of place, an
essence of what their region has to offer. Using regional
produce and wines on a menu are a good starting point
but there are many other things that can be done.”
John Hart
CEO
Restaurant & Catering Australia
Wednesday
August 3
| 8.00 |
Registration |
| 8.30 |
Tea and coffee |
| 8.50 |
Welcome and Introduction
- Jeremy Oliver, Moderator
- Official Opening
- Tim Fischer
Chair, Tourism Australia
|
Session
1 - Setting the scene
| 9.15 |
More Than Just a Menu or
Cellar Door – Developing and Marketing
Australia’s Wine and Food Tourism Experience
- Andrew McEvoy, Director Australasia, Tourism
Australia
|
| 9.45 |
Strategies for Building Your Regional
Brand – The rise and Rise of Brand
Barossa
- Peter Sawrey, Chairman Wine Barossa
|
| 10.15 |
You Can’t Manage What You Don’t
Measure – How Regular Benchmarking
for Cellar Doors, Restaurants and Accommodation
can be used to Make Marketing Decisions
- Andrew Montague, Hunter Valley Wine Country
Tourism Inc
|
| 10.35 |
Questions, Moderator Summary |
| 10.45 |
Morning Break |
Session
2 - Creating a Successful Wine & Tourism Product
| 11.15 |
Restaurants
as Tourism Attractions – Attracting
and Keeping the Tourism Market: The Role of Regional
Food and Wine on Menus and Wine Lists
- John Hart, Restaurant & Catering Australia
and
- Luke Mangan, Proprietor, Salt Restaurant &
Bistro Lulu |
| 11.45 |
How to Create a Successful
Wine and Food Trail – From Obscurity
to Success: Case Study of Swan Valley Wine &
Food Produce Trail
- Sharon O’Reilly, City of Swan |
| 12.15 |
Partner Up for Success
– Identifying and Selecting Strategic Partners
for Developing Memorable Tourism Experiences
- Phil Hele, Hunter Valley Resort
- Jason Thomas, Sirromet Winery
- Gerald Ellis, Meadowbank Estate
- Kim Seagram, Stillwater River Cafe
- Mark Potter, Blessed Cheese |
| 12.50 |
Lunch Break |
Session
3 - Building a Competitive Advantage
| 1.50 |
Lifestyle
Tourism Versus Wine Sales – Does
a Winery Restaurant Help Sales or is it Just a
Distraction?
- Ian Hollick, Hollick Wines
- Bruce Tyrrell, Tyrrell’s Wine |
| 2.20 |
Regional Pulling Power
– Take a Region’s Natural Attributes,
Add a Little Wine, Food and Luxury to Create a
Total Visitor Experience
- Alla Wolf Tasker, Lake House Daylesford
- Steve Myles, Immerse in the Yarra Valley |
| 3.10 |
From Zero to 100%: The Real Value of
Tourism for Wineries, Restaurants and Food Producers
– How to Ensure Investment in Tourism Infrastructure
Yields a Positive Return
- Delyse Graham, Wine Food Tourism Strategies
- Kate Lamont, Lamont Food & Wine Business
- Andrea Cast, Food South Australia
- John Ellis, Hanging Rock Winery
- Pip Forrester, Chapel Hill Winery Gourmet Retreat
|
| 3.40 |
Questions, Moderator Summary |
| 4.00 |
Drinks and Networking |
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