Mudgee’s Premier Wine and Food Evening Festival
Token Package and Wine Tasting
• $10.00 Flavours of Mudgee Glass
and 5 Tasting Tokens
• $5.00 Glass of Wine from any Winery
• Bottle of Wine at Cellar Door Prices
Flavours of Mudgee – History
5,0006,000
7,0008,000
9,000
10,50011,000
2012 2013 2014 2015 2016 2017 2018
Average 50% attendees are visitors the region
Attendance
$12minjection into the local economy
in events history
Partnerships
2018 Attendees
11,000attended the event
51%were visitors to the Region
64%pre-purchased token prior event
47%were new attendees to event
96%will be back in 2019
83%took produce &/or wine home
62.5%visitors stayed 2 or more nights
Impact on Local Economy & Business
98%stallholders will return in 2019
$2minjection into the local economy
70stallholders
5,818tasting packages sold
$18,750returned directly to stallholders
through token rebate
25,000total tastings in 4 hours
841Av. No. tokens redeems/ wine stall
77%wineries experienced increase
in visitors post event
Role of Mudgee Visitor Information Centre
LowInvolvement
▪ Flyers in V.I.C.
▪ Event listing on website
▪ Stand at event
2012 - 2016
GreaterInvolvement
▪ Marketing Support
▪ Token Package Sales
▪ Stand at event
2017
Early & OngoingInvolvement
▪ Marketing Support
increased
▪ Token Package Sales
▪ Online Sales Pick Up
▪ Stand and merchandise
sales at event
2018
Impact on the Event
2016 2017 2018
Event Attendees 9,000 10,500 11,000
Token Package Sales 3,572 4,875 5,818
$22,460Incremental Value in Sales
Impact on Visitor Information Centre
2016 2017 2018
July to September
Traffic through VIC
6,475
People
9,972
People
12,446
People
92% Increased foot traffic
through VIC
Other Visitor Information Centre Benefits
Awareness
BuyLocal
Data Collection
EconomicBenefits
Reputation
What’s next?
• Introduce ‘Early Bird’ discount to help manage
footfall through V.I.C.
• Increase packages available – Premium,
Standard and Kids package
• Continue to include V.I.C. in event planning
and execution
SAVE THE DATE – Flavours of Mudgee 2019
Saturday 28 September
www.flavoursofmudgee.com.au
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