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LET’S CELEBRATE31 March – 9 April 2017
Event Organiser Participation Guidelines
“If you love food and wine, I recommend you shift heaven
and earth to visit Melbourne in March. ”– New Zealand Herald
Our Vision
To be internationally recognised, valuedand chosen for creating unforgettable foodand wineexperiences.
2016 MFWF Highlights
10 days300+ events across Victoria
$8.2 million+ earned media value
$4.7 million+ paid and in-kind advertising
290,500+ attendance (19% increase from
2015)
54K+17% increase from 2015
22K+53% increase from 2015
79K+7% increase from 2015
63K+EMAIL SUBSCRIBERSwith a 22% open rate
324K+UNIQUE WEBSITE USERS02:50 mins average time on site
$8.2 million+ earned media value
$4.7 million+ paid and in-kind advertising
7.9 /10 overall audience satisfaction
89% likely to attend MFWF 2017
What is Melbourne Food and Wine Festival (MFWF)?
• Now entering its 25th year, Melbourne Food and Wine Festival (MFWF) presented by Bank of Melbourne is Australia’s preeminent celebration of food and wine and an internationally acclaimed event, attracting visitors in their hundreds and thousands to Victoria in March.
• The Festival promotes Victoria as the food and wine capital of Australia and showcases the outstanding hospitality, produce, culinary talent and livability of our great foodie state along with introducing global trends and international presenters to consumers and industry alike.
How does the Festival work?• The Festival curates and delivers its own series of signature events (e.g. Bank of Melbourne World’s Longest
Lunch & MasterClass), while also providing Victorian businesses, producers and individuals with a unique opportunity to participate through the Umbrella Events Program.
What is the Umbrella Event’s Program?• The Umbrella Events Program offers an exclusive opportunity for Victoria’s food, beverage and hospitality
industry to take an active part in shaping the Festival’s dynamic program of events. Each year the Festival invites industry to submit unique and innovative event concepts that embrace the strength and diversity of Victoria’s food and wine landscape.
• It is the creativity and diversity found across the Umbrella Events program that truly distinguishes Melbourne Food and Wine Festival from other festivals around the world.
2017 Festival Theme – LET’S CELEBRATE
• Since launching in 1993, Melbourne Food and Wine Festival presented by Bank of Melbourne has been shining a light on Victoria’s world-class food, wine and hospitality industries. We have been showcasing inspirational talent, skills and trends from across the globe to create unforgettable experiences for millions of attendees and event organisers alike.
• In 2017, we celebrate our 25th year as Australia’s internationally acclaimed festival of food and wine and are thrilled to announce ‘Let’s Celebrate’ as the overarching theme as a means to explore the past, present and future of Melbourne and Victoria’s revered eating and drinking culture.
• All eyes will be on Melbourne for this landmark occasion. We invite you to put your best foot forward and join with us in celebrating our state’s rich produce, multiculturalism, regional diversity and ever-growing gastronomic reputation.
Benefits of Participation…
Audience & Exposure
Dedicated event page on MFWF website
• 324,000+ unique users across 2016 campaign.
• In 2017 we are investing in improved search, event categorisation and homepage event rotation to make events more discoverable online.
• Over 48% of Festival attendees use digital media to get their Festival information.
Promotional opportunities through MFWF eNews, social media and Festival blog
• 150,000+ social media followers and 65,000+ eNews subscribers.
• The Festival selects highlight events from the Umbrella Events program to profile via our channels based on quality of submission and Key Selection Criteria.
• Event organisers are encouraged to share striking images and content ideas to improve the likelihood of events being shared across MFWF social media channels.
Awareness & PR
• Be part of an $8.2 million+ earned media campaign across online, social media, radio, TV and print channels (2016 value).
• Access to media and publicity tool kits and editorial opportunities with a range of media partners and food and wine influencers.
• We share engaging content daily, profiling event categories and stories behind the program. The higher the quality of the event submission, the better chance of the event receiving publicity.
See examples of Umbrella Event PR coverage on following page.
Events ultimately selected in the Festival will benefit from a multifaceted marketing and communication campaign including promotion
to Melbourne Food and Wine Festival’s extensive audience. Benefits are highlighted below –
2017 PR Tips
• The event organiser’s number one priority should be to create a unique and high quality event experience.
• Make the event concept high energy or visually spectacular.
• Incorporate a new idea or product.
• Include or leverage from industry figures that have existing profile in the media.
2016 Umbrella Event publicity highlights
High energy – ‘A Taste of Home: Cooking Like Nonna’
(Herald Sun)
Visually spectacular –‘Whisky in the Sky’
(Herald Sun)
New idea or product –‘Yume Hour’ through the Yume App
(goodfood)
Benefits of Participation – Ticketing
Ticketing Mechanics
As part of your agreement to use the Festival’s ticketing platform, organisers are reminded of the following pricing structure –
Advertised ticket price to the customer:Is inclusive of:• GST • Booking Fee – customers will pay a booking fee of $3.00 per ticket. • Transaction fees – organisers will pay a transaction fee of $1.00 per ticket,
At checkout the following will be added:• A credit card fee of 1.7% per transaction will be applied for credit card transactions
(credit card fee do not apply when purchasing a ticket with cash at an event).• A handing fee of $2.50 per transaction will be applied (regardless of number of
tickets purchased from a booking)
Payments & reconciliation:Payments will be made automatically each month to your nominated bank account. 75% of revenue collected (less fees) for the month will be paid to the event organiser within 10 days of end of month. At the conclusion of the event, the final payout will occur within 10 business days.
Event organisers will be able to log into the portal at any time to view sales and payment history. At the conclusion of the event, event organisers will be able to obtain a copy of the recipient created tax invoice and final reconciliation.
Further details about the producer portal (and how to log in) will be emailed in late November.
Ticketing BenefitsTicketing sales & reporting
• MFWF will handle all ticket transactions and provide simple reporting for you to track sales in real time and post event.
• Multi-cart consumer checkout to encourage increased customer sales.
• Your event attendees will receive triggered communications including PDF tickets and email reminders before the event.
• Priority will be given to events using the MFWF ticketing platform for last minute PR, social media and marketing opportunities based on access to real-time ticket sales.
• Access to iOS Scanning App for checking in tickets at your event.
Listing in the MFWF iPhone & Android ticketing app
• A dedicated listing in our app which had 2000+ downloads in 2016.
• Consumers can check event details/buy tickets on the go.
• Access to iOS Scanning App for checking in tickets at your event.
Inclusion in Gift Voucher campaign
• A dedicated Christmas campaign will promote Gift Cards that can be redeemed for any event using the Festival’s ticketing system. Gift Vouchers were very successful in the lead up the 2017 Festival.
Per ticket example:Organiser revenue $49Organiser fee $1Consumer fee $3Advertised ticket price $53
Key Event Selection Criteria
Umbrella Event selection will be at the discretion of Melbourne Food & Wine Festival. Please note that while submitted events may successfully address the selection criteria below, in curating and delivering a Program of Excellence, not all event submissions can be accepted into the Festival program. Only complete event submissions will be reviewed and those of the highest standard accepted.
Selection Criteria
• The event must incorporate the 2017 Festival theme – ‘Let’s Celebrate’;
• The event is innovative and uniquely created for the Festival program;
• The event must contribute to the Festival’s overall objective of promoting the diversity and strengths of Victoria’s food and wine
landscape and showcasing emerging local and/or global trends;
• The event must acknowledge its connection to the Melbourne Food and Wine Festival;
• The event is of a high standard that adheres to Best Practice (I.e. risk management, weather response plan, occupational health
and safety, food safety standards, responsible service of alcohol etc.);
• The event falls within the Festival dates: Friday 31 March – Sunday 9 April;
• The event is located in the state of Victoria.
• The event conforms to the Festival’s centralised ticketing system;
• The event organiser is open to hosting media;
• The event organiser is prepared to supply two complimentary tickets to MFWF on request for promotional opportunities or auditing
requirements (E.g. MFWF staff, promotional opportunities via MFWF marketing channels and media partners).
• Please refer to Umbrella Event Terms & Conditions, available on the Festival website and online Event Management Space – visit www.melbournefoodandwine.com.au/industry
Key DatesDates
Umbrella Event submissions OPEN Monday 1 August – Wednesday 24 August
Notification of inclusion in Festival program Wednesday 7 September
Participation fee due Friday 30 September
Event organisers to review edited event copy online Monday 26 September – Thursday 29 September
Official on-sale date for 2017 MFWF Friday 25 November
2017 Melbourne Food and Wine Festival Friday 31 March – Sunday 9 April
Participation Fees• The Festival is a non-profit organisation that strives to position Victoria as one of the great gastronomic destinations of the world. Umbrella
Event participation fees help us support your event and tell our state’s great food and wine story to local and non-Victorian audiences.
* Event capacity is based on capacity per seating. Single events taking place over multiple dates incur only one participation fee. The Festival encourages one-off bespoke experiences.
Event Capacity Participation Fee
Event capacity up to 20 pax $435 + GST
Event capacity of 21 to 120 pax $545 + GST
Event capacity of 121 and over $655 + GST
Event capacity of 1,000 and over $895 + GST
How do I submit an event for the 2017 MFWF?• Submissions open 1 – 24 August 2016.
• Submissions are made via the Festival’s online Event Management Space (EMS). Visit melbournefoodandwine.com.au/industry and click
on the ‘Submit an Event’ link. If you are a new user, you will need to first register your contact details at the Event Management Space.
• Please note that only complete submissions will be reviewed and those of the highest standard accepted.
You will need the following event details to complete your event submission:
• Event title (less than five words). Make it sound fun. Venue names not permitted in the event title.
• 10 word event snapshot, 50 word event snapshot and 100 word event description for website listing – please note this copy will be edited by the Festival’s
editor. It is important that you clearly explain the event within the first sentence of your 50 word event snapshot.
• Venue name and address
• Event date & time (MUST include start and end time)
• Ticket price and ticket description (E.g. includes four courses and matched wines)
• Total event capacity / number of tickets available
• Banking details – to receive payment for ticket sales from MFWF / ticketing provider
• Event enquiry phone number and booking information (if not using MFWF ticketing platform)
• Dietary accommodations and other information regarding your event (E.g. dress code, event access, public transport, child-friendly etc.)
• Social media handles
• A copy of your Public Liability Insurance Certificate of Currency
• High resolution ‘eye-catching’ images – 300dpi and landscape format. Please note that the Festival does not accept logos or portrait images.
• Pay as much attention to the image as you do the copy. Web audiences spend more time looking at pictures than they do reading.
Contact Us
Liz HamiltonProgram Manager
03 9823 6104
Zenon MiskoProgram Coordinator
03 9823 6120
http://www.bankofmelbourne.com.au/amplifybusiness
Our Presenting Partner Bank of Melbourne are delighted to provide this exclusive offer.
http://www.hostplus.com.au/
A big thank you to our Industry Partner.
