They can be big, glamorous and great for promoting your brand - or hugely draining on time, staff and dollars.
They can also be smaller, regular events aimed at building customer loyalty over time with a package that is more manageable - and perhaps reliant on shared resources and promotion with other wineries or tourism operators.
Some of the key questions to ask are:
- How do you intend to generate revenue (ticket sales? food/wine sales?)
- Is the event designed to increase awareness of your brand or region?
- Are you trying to attract new customers?
- What is the best timing for the event?
- Who will actually be planning and managing the event?
- How much of your time and staff resources/marketing budget can you commit?
There are several types of events you can focus on, each with specific criteria for evaluation and opportunity for generating revenue and brand awareness.
Winery Based
This could include dinners, concerts, art reviews, wine tastings, and more. Depending on the scale of the event, you might choose to work with an event specialist (especially if you're hosting a major concert), outsource catering and enlist the services of external hospitality staff. Offering your venue as a function centre can also work well if you've got the space. Weddings and corporate functions in wineries are demonstrating strong demand and it's an area that can generate significant revenue if you manage it well.
Regional
Most regions have signature festivals and events that offer you the opportunity to participate in one form or another. Sometimes you might form part of a trail (Winery Walkabout, Rutherglen) whereby you team up with a food and entertainment provider, or you might work cooperatively with other wineries to sell wine at a designated location during a festival (Lyndoch Uncorked at Barossa Vintage Festival).
Industry Events
The wine and tourism industries host many State and National trade events that offer the opportunity to showcase your products to consumers and trade alike. Wine Australia and Australian Tourism Exchange (ATE) are examples. Participation in these events requires significant forward planning to evaluate the cost-benefits and ascertain realistic outcomes. Done correctly, you can make a major impact in a short space of time.
The key to success in off-site events is to prepare thoroughly and actively market and promote the event yourself. Don't just rely on the organising committee to drive people to your stand (in fact, consider being part of the organising committee). Make sure you have a strong point of difference that will attract a greater share of visitors.
