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Based on survey of 2010 trade ticket buyerSnapshot: 34th Vancouver Playhouse International Wine Festival
Dates: February 28 - March 4, 2012
Regional Theme: Chile
Global Focus: Cabernet(s)
Canada’s premier wine event
offering a wealth of public events and a comprehensive Trade Days Conference
Events include the International Festival Tastings (the hub of the festival),
Bacchanalia Gala Dinner+ Auction, various winery dinners, lunches, brunches,
wine seminars, wine minglers, wine grazings with 11 trade-only seminars and
tastings.
Venues: Vancouver Convention Centre (headquarters) and some of
Vancouver’s top restaurants and hotels. During the festival more than 70 of
Vancouver’s most celebrated restaurants, caterers and specialty food suppliers
participate.
2011 Projections:
181 wineries (37 Theme Region Wineries) * 15 countries * 63 events * 25,000 attendees
Trade/Industry Demographics
The
Playhouse Wine Festival Trade Days Conference is one of the country’s
can’t-miss opportunities to conduct wine business. The 7,500 trade
professionals from across Canada who regularly attend the Playhouse Wine
Festival are always looking for new wines to influential their buying process.
Their primary reason for attending the festival is to “discover new wines.” The
majority of the Trade Days Conference attendees are owners or managers with
purchasing power.
What is your main reason for attending the Festival?
|
Discover
new wines
|
66.7%
|
|
Wine
Education & Information
|
64.6%
|
|
Networking
|
44.8%
|
|
Career
development
|
32.3%
|
|
Working on
Business
|
32.3%
|
|
Fun &
Entertainment
|
16.7%
|
|
Socializing
with Friends
|
15.6%
|
|
Learn more
about food & wine pairing
|
12.5%
|
|
Other (please
specify)
|
4.2%
|
|
What best describes your job?
|
Owner
|
15.5%
|
|
Operations
Manager
|
10.3%
|
|
Server
|
4.1%
|
|
Restaurant
Manager
|
7.2%
|
|
Customer
Service
|
3.1%
|
|
Sales
Staff
|
5.2%
|
|
Sales
Manager
|
10.3%
|
|
Chef
|
4.1%
|
|
Marketing
Manager
|
1.0%
|
|
Sommelier
|
7.2%
|
|
Public
Relations
|
1.0%
|
|
Bartender
|
1.0%
|
|
Promotions
|
1.0%
|
|
Other
(please specify)
|
28.9%
|
How much money do you spend on wine monthly for your
establishment?
|
None. (I'm
not a buyer)
|
37.1%
|
|
Less than
$50
|
2.1%
|
|
$51-$100
|
3.1%
|
|
$101-$150
|
1.0%
|
|
$151-$200
|
1.0%
|
|
$201-$300
|
3.1%
|
|
$301-$400
|
2.1%
|
|
More than
$500
|
4.1%
|
|
More than
$1000
|
46.4%
|
Which Canadian general interest and wine magazines do you read?
|
Wine
Access
|
65.9%
|
|
Vancouver
Magazine
|
41.8%
|
|
Cityfood
|
27.5%
|
|
Western
Living
|
15.4%
|
|
Vines
|
26.4%
|
|
EAT
Magazine
|
49.5%
|
|
Flavours
|
20.9%
|
|
Tidings
|
9.9%
|
|
Other
(please specify)
|
17.6%
|
Which International general interest and wine magazines do you
read?
|
Wine
Spectator
|
80.0%
|
|
Food &
Wine
|
42.2%
|
|
Decanter
|
40.0%
|
|
Wine
Enthusiast
|
20.0%
|
|
Wine
Advocate
|
20.0%
|
|
Northwest
Palate
|
16.7%
|
|
WinePress
Northwest
|
7.8%
|
|
Wine X
|
2.2%
|
|
Wine
Business Monthly
|
12.2%
|
|
Other
(please specify)
|
15.6%
|
Where do you find your information about new wine?
|
Newpapers
|
4.1%
|
|
Wine
Websites
|
30.9%
|
|
Canadian
Wine & Food Magazines
|
13.4%
|
|
International
Wine & Food Magazines
|
20.6%
|
|
Other
(please specify)
|
30.9%
|
Which regions do you favour when making wine purchasing decisions?
|
BC
|
79.8%
|
|
Australia
|
44.7%
|
|
Chile
|
42.6%
|
|
France
|
55.3%
|
|
California
|
60.6%
|
|
Italy
|
51.1%
|
|
South Africa
|
11.7%
|
|
Spain
|
55.3%
|
|
Bordeaux
|
35.1%
|
|
Champagne
|
34.0%
|
|
Germany
|
21.3%
|
|
New
ZealandAlsace
|
45.7%
|
|
Argentina
|
48.9%
|
|
Bourgogne
|
23.4%
|
|
Portugal
|
21.3%
|
|
Rhone
|
37.2%
|
|
Washington
|
28.7%
|
|
Oregon
|
31.9%
|
|
Loire
|
24.5%
|
|
Languedoc-Roussillon
|
18.1%
|
|
Austria
|
11.7%
|
|
Ontario
|
4.3%
|
|
Uraguay
|
2.1%
|
|
Japan
|
0.0%
|
|
China
|
0.0%
|
“It's considered by many in the
industry to be the best wine event in North America ... and the festival's
reputation is well-deserved.” Peter Rockwell, The Halifax Daily News
