WELCOME BACK!
It’s been a wild few years for this Festival of Pinot Noir and after an 18 month hiatus between the last event - and the one previously in 2019 - w’ere back and with a return to our traditional Spring schedule kicking off the East Coast Tour in October.
So much has happened over the past few years and we look forward to a return to an ‘event normal’ for Pinot Palooza.
Building upon last years change to a session based format, we continue to move away from the ‘one session fits all’ model.
Why?
Simple.
People buy more wine.
We also have a number of other updates and evolutions to share with you and look forward to welcoming you back in, or even for the first time, celebrating the grape variety we know an love; Pinot Noir.
Getting Back to our Pinot Noir Roots
We have loved the growth, size and scale of Pinot Palooza over the years but in a post COVID world, do we want to go back to 'normal'?
If anything, this period has given us a chance to reflect and focus on the core values of not just the Pinot Palooza brand, but why on earth we did this in the first place; and that was to connect, engage and entice people into the wonderful world of Pinot Noir (and have a heck of a lot of fun in the process!).
As we say above, we’ll be returning to our traditional Spring time, east coast of Australia schedule kicking off in Sydney, then Brisbane and to our home of Melbourne.
But prior to that, we head back to PERTH in August for a combined celebration of cheese and wine at MOULD X Pinot Palooza - a format we’re rolling out in the smaller capital cities.
As for our ambitions of other international cities, including New Zealand, we’re hoping to begin this in 2024. But more on that later.
For now, lock these dates in your diaries!
PERTH
AUG 25 - 27
CENTENARY PAVILION
FRIDAY: 5pm till 9pm
2800 + pax
700 + pax per session
SYDNEY
OCT 6 & 7
CARRIAGEWORKS
Eveleigh
FRIDAY: 5pm till 9pm
SATURDAY: 11am till 3pm and 4pm till 8pm
3000 + pax
1000 pax per session
BRISBANE
OCT 13 - 15
JOHN REID PAVILION
Brisbane Show Grounds
FRIDAY: 5pm – 9pm
SATURDAY: 11am – 3pm and 4pm – 8pm
SUNDAY: 12pm – 4pm
2800 + pax
700 + pax per session
MELBOURNE
OCT 20 - 21
ROYAL EXHIBITION BUILDING
Carlton
FRIDAY: 5pm – 9pm
SATURDAY: 11am – 3pm and 4pm – 8pm
3900 + pax
1300 pax per session
TICKETS: $65 + bf
Ticket includes REVEL Wine Glass, all tastings (no tokens) and Pinot Palooza Tote Bag (to encourage take home wine sales)
Over the 10 years, Pinot Palooza has unapologetically, and consistently, attracted a younger audience with up to 55% of attendees under the age of 35 with 60% women in total. 2022 was no difference however, being that the festival is 10 years young, much of our audience has grown with us as we’re now seeing the 35-45 age group increasing slightly.
What does this mean?
In short, 75% of our audience are under the age of 45 and are clearly looking for greater connections to wineries in not only experiences, but wine.
And we saw that reflected in the sales.
Whilst the audience in cities like Brisbane is slightly skewed older, its only by 5%.
55%
Under the age of 35
75%
Under the age of 45
60%
Women
65%
Women in the under the age of 35
My goodness this festival has evolved since its inception in 2012.
Tens of thousands of people have joined us from across the globe and getting an understanding of who they are, where they’re from and how they engage with you has been critical from the get go.
Thanks to our partnership with Square, the insights we’re seeing from a wine sales point of view to the point where we can confidently say …
"Pinot Palooza is now an 10,000+ person audit on the current state of play of Pinot Noir on the East Coast of Australia"
We all have a front row seat to seeing what wine styles, regions and personalities our audience are engaging with.
Pinot Palooza is not just a festival, but a travelling ‘Pop Up’ cellar door experience for people in each of the cities we visit.
Below are some of the highlights from last years campaign but we encourage you all to look over the POST EVENT REPORT of 2022 for a more detailed deep dive into the event.
CHECK OUT THE 2022 POST EVENT REPORT HERE
12,000
People will join us on event days in 2023
$3,675
Average sales per winery per event
$109
Average Spend Per Person
(on top of ticket price)
14,875+
bottles of wine sold in 2022
$78
Spent on wine per person
205
different Pinot Noirs on tasting in 2022
$40
Average RRP of wine sold
95
wineries participated in 2022
1.7
bottles of wine purchased per person
14
wine regions
What do we expect from 2023?
We anticipate wine sales increasing as this year every attendee will be given a special (custom) Pinot Palooza Tote bag that can hold 3 bottles of wine.
Why?
Cos what happens when you give someone a bag at an event?
They fill it.
We have done this successfully at MOULD - A Cheese Festival for the past few years and has been instrumental in people purchasing more and saw a 20% increase in spend per person this year alone (what economic downturn!).
We'd love to see every attendee walk away with at least three bottles of wine each (min). With an estimated 12,000 people joining us, that's a lot of Pinot Noir!
We do our best to ensure your event experience is as streamlined, easy and enjoyable as possible, so all you have to do is rock up on the day. Everyone is busy after all.
It’s been a full on few years for all and we do our best to keep these costs down and accessible as possible which is why for this year, we are offering two options.
OPTION #1
Pay a stand fee as usual
No commission on sales
OPTION #2
No Stand Fee
But 20% commission on all sales
The commission model has worked successfully for our sister event MOULD - A Cheese Festival over the past few years and has seen sales per vendor grow over 75% since 2019.
We believe this model will have broad appeal to diverse group of wineries from not just here at home, but in particular our friends across the ditch in New Zealand for both we, and our audience, miss you.
With no major sponsors, we can’t do this event without you and we know the more makers with us, the more tickets we sell and the greater sales for all.
FEES OR COMMISSIONS INCLUDE
- Listing of brand and wines in the Pinot Palooza booklet (per city you’re exhibiting)
- Pallet bar with basic signage; 2.5 x 2.5 mtr space (additional styling available upon request – fees apply)
- Spittoon, ice bucket, water
- One REVEL wine glass to taste from, two for larger events (more available on the day at $10 per stem)
- Listing on the PINOT PALOOZA WEBSITE
- MARKETING and PROMOTIONAL support via social media channels and multiple shout outs
- SOCIAL MEDIA CHEAT SHEET (to make promoting yourself in the lead up easier)
- EXHIBITOR BIBLE detailing all participating requirements and links for licensing, etc.
- LISTING in the Pinot Palooza HALL OF FAME
PLEASE NOTE: Fees are exclusive of GST
SALES ON THE DAY
All sales on the day, even for later delivery, must go through our Square terminals.
This also means no more temporary liquor licences for any drinks provider (yes!).
It also allows us more transparency on what happens on event days so we can better prepare you in the lead up to event day.
Post event, we provide you with detailed sales report per session and overall with funds transferred to your account the week following the event.
There will be a 5% processing/administration fee, which is inclusive of the 1.9% credit card processing charge made by Square and the terminal hire / set up.
For those opting in for the commission based model, this is included in the 20% commission.
PLEASE NOTE: All sales on the day, even for later delivery, must go through our Square terminals (for liquor license requirements).
PERTH
No Stand Fee
20% commission on sales only
SYDNEY
$850 per stand
BRISBANE
$850 per stand
MELBOURNE
$850 per stand
OR NO STAND FEE
BUT 20% COMMISSION ON SALES
The choice is up to you.
Just note this upon your registration via the link below
REGISTER HERE
The People’s Choice has always been a much converted award offering loads of insights into wine drinker trends, regions, personalities and more.
Last year, we went full digital with web based app where attendees could download and not only vote for their favourite producer on the day, but add / ‘like’ wines they tried to create their very own pinot playlist that could be emailed to them afterwards.
Over 40% of attendees used the app which offered even more insights to preferences on the day. But of course, there could only be one in 2022 and it was …
NATIONAL WINNER
MEADOWBANK
Tasmania
MELBOURNE
DIRTY THREE
Gippsland
BRISBANE
CHARTERIS
Central Otago
SYDNEY
MEWSTONE
Tasmania
HOBART
MEADOWBANK
Tasmania
WHO WILL IT BE IN 2023???
TICKETS ON SALE JULY 13th
So be sure to register before then and be part of the launch!
Upon registration, we'll send you through a complete EXHIBITOR BIBLE which aims to answer all the questions you may have.
This year, we have also partnered with key hotels in various cities offering super discounted rates.
We'd love to see you all with us for another incredible tour!
AND FINALLY ...
PINOT PALOOZA has always been about connecting people to people and coming together in collaboration, not competition.
Plus, having a heck of a lot of fun doing it!
Whilst it will be 18 months in-between events, have a look to the side of some of the happy snaps from the events last year.
We can't wait to get back together and celebrate the grape we love.
But honestly, thanks so much for being part of PINOT PALOOZA. Your love and support truly means the world.
We just cannot wait to see you again. It has been far too long between Lols and hugs.
If you have any questions at all, please don't hesitate to contact us!