Visa Wellington On a Plate was established by Positively Wellington Tourism (PWT) and Grow Wellington in 2009 to raise awareness and build confidence in the region’s food and beverage sector, and to cement Wellington as New Zealand’s culinary capital. It is run by 10 employees of the two organisations over and above their day-to-day responsibilities.
In just three years the festival has established a reputation as one of New Zealand’s premier culinary events. Over 100 restaurants will be involved in this year’s DINE Wellington programme and over 80 events will make up the festival programme, which will be launched in June.
PWT General Manager of Marketing Sarah Meikle says the long term vision is for the festival to be as valuable and strategically important to Wellington as established events such as the New Zealand Rugby Sevens and Brancott Estate World of WearableArt™ Awards Show.
“Thanks to the support of the industry and Wellingtonians, Visa Wellington On a Plate is on a phenomenal growth path. Our challenge is to balance that growth with demand as we build the festival brand nationally and in Australia.”
Grow Wellington Food & Beverage Sector Manager Anna Nielson says already the festival has had a significant impact on the awareness and recognition of the region’s culinary products.
“Last year some 66% of DINE Wellington participants expressed that they had either started using new local suppliers or strengthened their relationships with existing local suppliers as a result of the festival. This year Visa Wellington On a Plate’s customers will find an even stronger focus on localised menus as we build the festival brand and participants really engage with what we’re trying to do.”
The 2010 festival saw some $2 million spent on festival event tickets and in DINE Wellington restaurants. DINE participants reported a 34% increase in total covers during the festival period compared to the two weeks prior, along with a continued increase of 30% in the fortnight following Visa Wellington On a Plate.
The Gold Awards winners will be announced at a gala dinner on Wednesday May 18. Visa Wellington On a Plate is a finalist in the ‘Vibrant Gold’ category of the awards, which was won by the Brancott Estate World of WearableArt™ Awards Show last year. Other finalists in the category include the Best Little Cruise Capital in the World, Boomrock Lodge and Webstock.
Visa Wellington On a Plate 2011 runs from August 5-21.
Background
Positively Wellington Tourism (regional tourism organisation) and Grow Wellington (regional economic development agency) established the Visa Wellington On a Plate festival in 2009 to showcase the region’s food and beverage sector, and to develop culinary tourism in the region. The two organisations plan and market the event in liaison with the food sector and hospitality industry.
