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Orange F.O.O.D Week Presentation

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Alison Headrick

on 28 November 2013

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Transcript of Orange F.O.O.D Week Presentation

Orange F.O.O.D Week
Destination History
Presentation Contents
Stakeholder Involvement
Situated on Blackman’s Swap Creek, and named after Prince William of Orange, Orange was established as a village in 1846
It was first founded as a rich mining community, in which the heightened economic influence of the gold rush attracted a wide range of businesses and people to the area (Orange NSW, 2013)
Soon after establishment, the fertile land led to the development of a farming community, which primarily operated in the growth of wheat and barley
The region is now famous for its produce (including beef, lamb, fruits and wine), its beautiful parks, gardens and natural attractions, in addition to its rich local history and culture scene (Visitnsw.com, 2013)

Public: Including local councils, state governments and state transportation systems NSW Department of Primary Industries, Destination NSW, CountryLink, Cabonne Council

Private: including privately owned businesses, individual providers, media companies and privately owned transportation services (Rex Airlines)

Stakeholder Involvement
Images – images from previous festivals are widespread to market the event
Programs - are released online and distributed ahead of schedule every year to help market the event
Channels of communication – articles to market the festival are found in a variety of online media locations. (Orange FOOD Week, 2013) (2GB, 2013) (Wine Companion, 2013) Some of these sites are the festivals media partners, others are sites dedicated to the food and wine industry – all provide information on the festival and linkage to ticket purchases
Social Media – utilise both twitter and facebook to post event updates and provide event specific details (Facebook.com, Orange F.O.O.D Week Night Market - 2013) (twitter.com/orangefoodweek)
Video -Youtube videos are uploaded and posted by both the Orange City Council the events partner, Taste Orange NSW to promote the event and provide information regarding tickets and scheduling.
Taste orange - act as a representative for the region in which they market the event and link attendees to accommodation and other sites of interest in the area
Target Market
The festival is primarily known for its showcase of “fine food and wine” (Orangefoodweek.com.au, 2013) . The fact that the festival is a wine festival as much as a food one, suggested that is intended for an older audience who have refined tastes; thus being appreciative of wine.
Key events throughout the festival, such the 100-Mile Dinner have tickets starting at $105pp. This suggest target market is those who are of a middle to upper class financial position
F.O.O.D Train (key event) costs $850 per person, but includes accommodation for two. It is suggestive that the festival is catered towards couples
Images utilized as promotional shots, take from previous years, all feature middle aged groups of people

• Orange F.O.O.D Week initially began in April 1991, with only a small number of participatory Orange chefs, producers and winemakers
• The events proceedings take place less than four hours from Sydney, in a space that is now referred to as “The Food Basket” of NSW, being the shires of Orange, Cabonne and Blayney
• As of 2013, the festival spans over the course of 10 days, and while it still retains participation from local chefs, producers and winemakers, the festivals schedule now ranges from dinners, lunches, presentations, demonstrations, tasting, markets, tours, and many other types of events.
• Orange F.O.O.D Week utilises the historical and cultural significance of the it’s Orange location; through its use of significant Orange locations such as the Civic Theatre, Mt Canobolas and the areas surrounding historic mansions, in order to showcase and deliver events to attendees that range from casual and picnic style, to formal, through Italian-themed masquerades and gourmet dinners.

Establishment and the Development of the Destination
Critical Success Factors
• Seasonal surroundings – Orange is famously known for its vibrant autumn foliage. The local setting in combination with the festivals night markets and other events that use the natural set up of the city (parks, gardens) make for a romantic and stunning setting for the festival
• Produce selections – as the years have passed the festival has developed an increasing number of quality food providers. The increase in attraction has resulted in the development of versatile event schedules that are suited to lovers of all types of food; from the harvest picnic with is cheeses, fruits and chocolates, to the Italian-themed masquerade party, and the scheduled high tea sessions and Asian-styled feasts. (Australia.com, 2013)
• Partnerships – relationship with Taste Orange for the past five years has said it created the Orange region identity through the bringing in of “restaurants, accommodation providers, vignettes, and tourism operators together” The festival pays a monetary fee to maintain the partnership but it has opened critical marketing avenues and provides the festival with a “regional umbrella to stand under”. (Eddy, 2011)
Community Impact
• Economic – in 2011 it was stated on Yahoo Prime 7 that the festivals proceedings injected “a whopping 4 million dollars into the economy” and Orange community. (Orange looking at most successful food week yet, 2011)
• New Citizens – the festival has become a significant feature on the Taste Oranges’ calendar of regional branding. Taste Orange CEO Kim Currie has stated that her business, including significant foundations to it; being the festival, are “proving successful in attracting people to live in the region” (Eddy, 2011)
• Tourism – In 2011 an article by Central Western Daily published that throughout the festival an estimated 4150 visitors used overnight accommodation services in the region, and “at least 4860 were estimated to have made day trips”. (Cox, 2011)
• Participation – was a originally a small event has transformed into over a week of over 60 events. The festival is also always continuously taking on submissions from new producers. (Australia.com, 2013)

Use of Special Events
• Night market – over 40 stalls serving produce and wines (Donation Entry)
• Sunday Producers Market – brunch cooked by Orane’s Farmers Market stallholders – children’s activities included (Free Event)
• 100-MILE Dinner – produce brought to you by chefs from all over the region. ($105pp)
• F.O.O.D Train – travels from Sydney to the Orange region, includes breakfast, producers presentation, meals and accommodation ($850pp)
• Forage –walk through vineyards, food and wine tasting. ($115pp)
• Events cater to different audiences
• Take place at different times throughout the events duration
(Orangefoodweek.com.au, 2013)
Elements of Sustainability
• Partnerships – Business relationships with both their internal and external stakeholders can result in the continued support of the festival, thus ensuring sustainability. For instance, public partners such as CityRail will continue to support the festival in its sustainability because the attraction of attendees to the region result in increased consumer spending on train fairs. The same goes for all other stakeholders involved with the festival; all receive a benefit through its continued running, thus increasing chances of sustainability.
• Producers – the food and wine elements are the main attraction of to the festival, and are thus critical to the sustaining of it for years to come. As long as producers receive enough outputs in return for their inputted time to the festival, the festival can count of them to remain
• Government Support – this concerning funding, transportation services and the utilization of public spaces. Without government support the festival could be limited in regards to the public space it uses and what it can afford to do. Support from the government should be maintained as long as public spaces are returned to their original state, and the festival provides to be economically successful.

Challenges and Opportunities
• Maintaining partnerships – if certain stakeholders decided that partaking in the festival isn’t worth the outputs they receive in return for their inputs, they could discontinue their participation; thus having possible impacts on funding, producer involvement, etc.
• Consumer interest – as the Orange community is a few hours away from Sydney, consumers have to feel that traveling the distance is worth it. If consumers do not, interest will wane, and fewer people will attend.
• Produce reliant – as a food and wine festival, it is nothing without its sources of produce. If producers do not believe that are being about to sell or market their products/ brand successfully at the festival, they will not participate.
• Travel agent – organizers could develop packages with travel agencies (Flight Centre), marketing the Orange area and the festival to a wider range of consumers. Marketing campaigns through these agencies for the festival could be put into place a few months before the proceedings each year.
• More media partners – currently the festival has a number of local media partners, they could expand their media reach through developing contacts in radio, television, and general media on a state/ nationwide level. Example – 2Dayfm radio ad, piece on programs like Get-a-Way, cooking television shows, etc.
• Televised demonstrations – demonstrations and general footage from the festival could be taken so to use in advertisements and to be promoted in online sources. (YouTube)

Future Directions of the Destination
HOS205 - Case Study Presentation
By Alison Headrick (000773299T)

Summer Street, Orange. (1901) (Orange NSW, 2009)
Summer Street, Orange. (1901)(Central NSW Museums, 2013)

• Government organizations providing funding and grants in order to support the events proceedings. In the 2011/12 NSW Financial Review for instance, it was documented that Orange Wine Week was provided with $10,000 funding by the State Government.
• Extra transportation services (CountryLink) are run around the time of the festival to cater to the number of attendees
• Local councils provide event organizers permits to use local areas for event proceedings
(Destination NSW Annual Report 2011/2012, 2013, p. 55)
Orange Showgound (Government Owned Park area) being used throughout the festival for a produce market. (Define Wine Blog, 2012)
• Media organizations provide coverage to market the event and work on bringing together contacts to enhance the festival (Central Western Daily, Prime7, Taste Orange)
• Businesses such as Daquinos are private producers of many of the food and liqueur attractions for the event (Daquino.com, 2013)
• Helicruz provide privately owned transportation services via helicopter around the event space. Rex Airlines also contribute in their own way by providing airline services
• Other private stakeholders include the producers (farmers, chefs, winery owners, wholesalers) that provide the product sold and showcased at the event

Calender on Taste Orange Website
Taste Orange Website Advertising Event
Music of Orange - Orange City Council
Promotional Video - Taste Orange
Group on the FORAGE Tour (Critical event)
Promotional shots from the 100-Mile Dinner
Produce Markets at the Festival
Clip from Kate Bracks and Gordon Muir's Demonstration (2012 Festival)
Orange in Autumn
Taste Orange Logo
2010 Event Proceedings (Australian Traveler, 2010)
• 2014 Festival – plans for the 2014 proceedings are well underway. Dates have currently been released for all of the major events within the festivals schedule
• Membership – recently the event established a membership program so that attendees, for a fee, can receive information about ticket sale dates, get special deals and so on. This program is a great opportunity to continuously draw the attention of attendees for years to come
• Expanding their consumer reach – with the increasing level of attention the festival has warranted from its sponsors, in 2013 the festival released two additional FORAGE ticket releases. With this F.O.O.D Week has aimed to continuously meet the needs and desires of their attendees, which is something they’ll continue to aspire to do. (Orangefoodweek.com.au, 2013)

2013 FORAGE Photo
References included in script document.

I hope you enjoyed!

1. History of the destination
2. Public/Private stakeholder involvement
3. Marketing and the target market
4. Establishment and the development of the destination
5. Critical success factors
6. Community impact
7. Use of special events
8. Elements of sustainability
9. Challenges and opportunities
10. Future directions of the destination
Full transcript