Consumer Survey Highlights (2006)

The 21,500 wine lovers who flock to the Playhouse Winefest, widely regarded as "the best wine show on the continent", are young, affluent urban professionals who spend an average of $152 per month on wine.  Their primary reason for attending the festival is to "discover new wines".  Their average age is 39, while 29.3% are under 30.  Vancouver has a highly developed, educated wine market that is considered to be three to five years ahead of North American wine trends.

AGES

Average age is 39
19 - 25: 13.5%
26 - 30: 15.8%
31 - 40: 29.2%
41 - 50: 22.1%
51 - 60: 15.1%
over 60: 4.3%

GENDER

Females - 58%
Males - 42%

HOUSEHOLD INCOME

Average household income: $107,000
$200,000 and up: 12.1%
$150,000 to $199,000: 10.5%
$100,000 to $149,000: 19.4%
$75,000 to $99,999: 14.6%
$50,000-$74,999: 21.9%
Under $50,000: 21.5%

ATTENDEE PROFILE

Highly educated: 80.5 percent have a post-secondary degree
41.8% professionals and 27.7% executive/senior management
59.5% are married
62.7% own their home; 44.1% live in a detached residence

SPENDING HABITS

The average Playhouse Winefest attendee:
Dines out seven times per month, spending an average of $426
Spends $152 per month on wine
Spends $194 per month on entertainment, including films, sports, theatre, opera, art galleries and other activities
Owns a vehicle (88% own a vehicle, of which 59.2% are cars and 13.6% are SUVs; 20.1% are luxury vehicles)
Travels six times per year - 67.3% take between one and six airline trips per year
Owns high-end electronics and computers, plans to buy more
Is web literate, uses mobile phone and email devices, PDAs
Is financially savvy - invests, uses a variety of financial products