TOWN SQUARE VENDOR INFORMATION - 30 APRIL - 9 MAY 2021 SOUTH AUSTRALIA - Tasting Australia
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TOWN SQUARE VENDOR INFORMATION 30 APRIL – 9 MAY 2021 SOUTH AUSTRALIA
THE TASTING
AUSTRALIA STORY
30 APRIL – 9 MAY 2021
“The country’s most intriguing, engaging and surprising gastronomic festival.”
John Lethlean, The Australian
Since 1997 Tasting Australia presented by RAA Travel has offered innovative events and indulgent
adventures. It celebrates the delicious possibilities of eating and drinking today, inviting guests to
discover what’s new on the menu.
This annual festival showcases the nation’s best alongside home-grown heroes – chefs, winemakers,
distillers, producers, restaurateurs and more – delivering a full-bodied, locally grown offering that
continues to attract international acclaim.
Bold, fresh and uniquely South Australian experiences shape the program, with associated events a
crucial part of the picture.
The vision for Tasting Australia is to inspire national and international media, producers, buyers, chefs
and guests to visit South Australia while remaining relevant and appealing to locals. We want the
festival’s audience to feel constantly curious about what it will deliver next – and compelled to join
the fun rather than risk missing out.
Magic happens when global talent and local produce converge. Tasting Australia takes the best of
South Australia to the world through innovative, creative and thought-provoking programming and
unique culinary tourism experiences.
Tasting Australia is the perfect platform to show foodies and event
lovers what you’re all about – and why they should keep coming back
– through marketing on Tasting Australia channels, potential media
activity and delivering a great time.
In 2021 Tasting Australia will be held from 30 April to 9 May. Ten days and two big weekends will unfold
across metropolitan Adelaide and regional South Australia.
The festival is set to be both a chance to celebrate the local hospitality industry and to support
businesses in their recovery from a tumultuous time. Devastating bushfires followed by the COVID-19
pandemic have tested the sector like never before.
Through months of uncertainty we’ve reflected on the importance of gathering to enjoy food and
beverages, and on the fact that these experiences are about much more than a meal. We connect with
people, produce and place as well — elements Tasting Australia will continue to honour on its return.
In 2021 you can be part of the story. Join the Tasting Australia program and let the festival’s audience
discover you.
TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 2
DIGITAL COVERAGE
Public appetite for Tasting Australia content via digital platforms and social media channels is growing
steadily. The event speaks to a dedicated network of people across various online platforms.
I6%
WEBSITE VISITS
In 2020, website visits were up by 16% year on year, with
47% from interstate and international markets. Users were
also spending 35% more time on site, indicating quality
visitors who were engaged with content and programming.
30,000
25,000
20,000
FOLLOWERS
60K
15,000
10,000
5,000
T O TA L 0
20I8 20I9 2020 20I8 20I9 2020
FOLLOWERS
+4% +II%
INCREASE INCREASE
I2.6K EDM
D ATA B A S E 44.I2% E D M AV E R A G E
O P E N R AT E
TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 3
2020 MEDIA COVERAGE
SECTION: GENERAL NEWS ARTICLE TYPE: NEWS ITEM AUDIENCE : 310,556 PAGE: 152
PRINTED SIZE: 1107.00cm² REGION: National MARKET: Australia ASR: AUD 72,873 WORDS: 554 SECTION: GENERAL NEWS ARTICLE TYPE: REVIEW AUDIENCE : 12,000 PAGE: 88
PRINTED SIZE: 772.00cm² REGION: SA MARKET: Australia ASR: AUD 4,572 WORDS: 560 AUTHOR: JESSICA GALLETLY SECTION: GENERAL NEWS ARTICLE TYPE: NEWS ITEM
ITEM ID: 1215268615 AUDIENCE : 182,462 PAGE: 3 PRINTED SIZE: 605.00cm² REGION: SA MARKET: Australia
ITEM ID: 1243825227
ASR: AUD 13,473 WORDS: 420 ITEM ID: 1235152308
JANUARY, 2020
MARCH, 2020
16 FEB, 2020
Foodie FESTIVALS Three minutes with...
Chef gets kids in the kitchen
Better Homes & Gardens, National SA Life, Adelaide
Sunday Mail Adelaide, Adelaide
Page 1 of 2 Page 1 of 1
Page 1 of 2
BETTER�TRAVEL WINE&DINE
Three minutes with ... Chef gets
Karena Armstrong
Salopian Inn kids in the
kitchen
Co-owner and chef at McLaren Vale’s
celebrated Salopian Inn, Karena
Armstrong is a guest programmer
for Tasting Australia 2020. At the
Try South Australia’s Taste and hunt for
best produce at Salopian Inn, Karena has developed
foodie
truffles at The Truffle
Tasting Australia. Festival, Canberra. a surprising, seasonal and ever-
changing menu centered on Asian
flavours and timeless techniques.
She will bring her food philosophy
to Tasting Australia this month with a
special Glasshouse Kitchen Dinner.
Tell us about your involvement with Tasting Australia in 2020? What’s happening at the Salopian Inn this year?
This year I am a guest programmer, which has given me the creative We are looking to expand to another venue and present a different
FESTIVALS
license to create my own Glasshouse Kitchen Dinner. The Glasshouse version of regional hospitality.
Kitchens are once-in-a-lifetime events and Alanna Sapwell, Heidi STRICTLY COOKING: Chef Duncan Welgemoed cooks with his sons
Bjerkan, O Tama Carey and I all share common philosophies in terms If you could have a superpower, what would it be? Max, 9, and Alex, 6, in his restaurant Africola. Picture : MATT TURNER
of seasonality and sustainability. Flying. I fly in my dreams all the time and it’s very convenient.
What else do you have in store for the festival this year? Happiness is? JESSICA GALLETLY
We have a family dinner being held at the Salopian. This is a chaotic, Momentary and should be relished. DELICIOUS.SA EDITOR
Put these food and drink festivals in your diary loud and family-friendly event. It really feels like a dinner at my house
w
with loads of shared food, great wine and gin. THERE are no machetes in cooks a meal for the family by 2018 MasterChef winner Sashi
and plan a trip around them in 2020 Something we don’t know about you?
I am six weeks away from becoming a black belt in karate. It’s been a the kitchen when Duncan himself, once a week. Cheliah (Gaja by Sashi). and
The Salopian is known for its focus on sustainability. How will five-year journey and I have learned a lot about myself. Welgemoed’s kids are around. “Pizza, burgers, tacos … sim-
Stewart Wesson (Part Time
you convey that through Tasting Australia? The formidable chef, photo- ple stuff really,” says the nine-
hat could be better than come alive with activities. On to taste SA’s best food and wine, and Lover). For his Kids in the
Sustainability isn’t just a buzzword in the Salopian world, we are constantly What inspires you most, and why? graphed over the years with year-old. “Sometimes it does
a weekend away to enjoy show is Victoria’s best produce. It’s also be among stunning scenery. Kitchen class, Welgemoed is
looking at ways to improve our environmental efficiency and minimise Eating most definitely. Tasting food and watching others cook makes tattooed arms crossed and get a bit complex.”
the bounty of a region best to book your stay now. The Tasting Australia takes place inviting parents to bring along
any environmental damage. We bring this attitude to any event we are a me think about how I would use the ingredient and then I go from there. branding the likes of a blow- The boys eat everything,
in its own celebrations? Not much! festival takes place in March 2020. from March 27 to April 5, 2020.
their budding young chef to
part of, and Tasting Australia welcomes the attitude with open arms. torch or knives, softens when says Welgemoed – “except
So check out these food and drink cook three veg-based dishes.
melbournefoodandwine.com.au. tastingaustralia.com.au. What is on your bucket list? mushrooms”. Now, Duncan
festivals coming to a place near you! in the company of his sons, He says cooking with kids is
What do you love about calling McLaren Vale home? That list is very long! I want to travel with my husband and children as the dad is to share his kid-
Maxwell, 9, and Alexander, 6. so valuable, because “it teaches
TASTING AUSTRALIA, BATLOW CIDERFEST, NSW I live in McLaren Vale and grew up at Moana Beach, where my parents they are in their teenage years more. Travel is so good for their outlook.
Except when it counts.
friendly recipes and tips at The
them about nutrition, allows
MELBOURNE FOOD AND ADELAIDE, SA Love cider? We’ve got the perfect still live in the family home. It has been my home all my life, even when
“If they’re holding a knife Advertiser, delicious.SA and them to be creative, builds con-
I was living away. We have wine, beaches, gin, beer and great produce
WINE FESTIVAL, VIC Want the chance to sample some of festival for you. Along the road to Where have you travelled?
badly or playing around near TAFE SA’s L Plate’s cooking fidence and helps them de-
What started 27 years ago as a South Australia’s best at more than Gundagai are the apple groves of and restaurants. It is such a beautiful lifestyle for my family. I love to travel, but India really is a place I need to go back to. I was
taught how to make paneer dumplings by a lady in the northern Indian the heat… I’m a little bit strict,” series for Tasting Australia.
modest event is now a giant, with 100 events, lunches, dinners and Batlow, where every year cider says Welgemoed, of the lauded L Plates hands-on cooking
velop their palates”. “And the
Photography Getty Images
How do you balance your career with being a mother to three city of Jaipur; she was just so giving and had so little. Travel always social aspect of sitting down
thousands flocking to some of the tasting classes? Head that way for the lovers descend to celebrate the Africola restaurant in Adel- classes are a chance to work
young boys? makes you reflect on what you have in your life. together and eating as a family
250 events held across the state annual Tasting Australia Festival. drop. There will be craft cider Actually, sometimes I don’t. I really struggle to find balance and give aide. closely with some of SA’s best-
for the annual Melbourne Food Across Adelaide and the well-known sessions with producers where is important,” he says.
both pursuits 100 per cent focus, but I am super aware of this and like The Welgemoed boys cook known chefs, including
and Wine Festival. Think long regions of the Barossa, McLaren you can learn while you taste, plus Even at the age of six, Alex
most parents do my very best. I have become far better at making together often – Max even Welgemoed, Karena Arm-
lunches in beautiful surrounds, Vale, Clare Valley and Kangaroo orchard and cidery tours, food stalls “loves chopping, peeling and
home time non-negotiable. strong (The Salopian Inn),
masterclasses and laneways that Valley, to name just a few, you’ll get and entertainment. The festival
Licensed by Copyright Agency. You may only copy or communicate this work with a licence.
Licensed by Copyright Agency. You may only copy or communicate this work with a licence.
Licensed by Copyright Agency. You may only copy or communicate this work with a licence.
Despite the cancellation, media coverage for Tasting Australia
presented by RAA Travel was strong.
$9.5M 546 270 20.6M P R VA L U E TRADITIONAL SOCIAL R E A C H O F C OV E R A G E
MEDIA ITEMS MEDIA ITEMS
MAR 2020 G E N E R AT E D G E N E R AT E D
2020
ABOUT 2020 EVENT ABOUT 2020 EVENT
As at 17 March 2020 (following the
postponement announcement Compared to the same point in 2019, there were an additional 214 traditional media
on 13 March 2020) items and 112 social media items with an additional potential reach of 6.3 million.
06/12/2019 The Advertiser, Friday, December 6, 2019, pages from 9 to 9
metros.smedia.com.au/theadvertiser/PrintPages.aspx?doc=NCADV/2019/12/06&from=9&to=9 1/1
TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 4
BENEFITS FOR
TOWN SQUARE VENDORS
Joining Tasting Australia as a Town Square vendor allows you to use the Tasting Australia logo to
market your involvement in the festival. You will also benefit from the overarching marketing and
communications activities for the entire festival and may receive additional support through various
targeted digital, social and publicity campaigns. All revenue from sales in Town Square remains with the
stall holder. Further details about what is supplied for each site are available on the application form.
Tasting Australia is a platform to showcase your product to a highly
engaged and hungry audience – draw on the authority and industry
respect the Tasting Australia brand has built over 20+ years; this is your
chance to take part.
Provide access Opportunity Inbound interstate
to a national to collaborate and international
and international with other media
audience businesses
Platform to Inclusion on the
launch a new Be a part of Tasting Australia
product, dish South Australia’s website, e-newsletter,
or brand premium food and social media channels
beverage festival
Activate to
captive food and Dedicated
beverage-loving Inclusion in the contact person
audience Tasting Australia 2021
printed program –
distributed in The
Broadcast your Advertiser statewide,
brand to a wider plus additional 40,000
audience locally and interstate
TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 5
TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 5
2021 VENDOR OVERVIEW
Curated by us – the festival’s creative team – Town Square will be the
city’s go-to food mecca from 30 April - 9 May 2021.
Situated in the heart of the CBD – Victoria Square – Tasting Australia’s free festival hub Town Square
attracted more than 64,000 people in 2019, and still the public appetite for authentic, delicious food is
unwavering.
Tasting Australia invites local restaurants, caterers and food purveyors to apply to be part of Town
Square in 2021, to offer the festival’s discerning and ravenous guests new, exciting and moreish morsels.
In 2021 we are looking to revamp our vendor theme as we did in 2017 / 2018 with “Charred” and
subsequently “Small Plates” 2019. This introduction of a universal theme was hugely popular with both
the vendors and the public who attended the event, keeping Tasting Australia at the forefront of culinary
festivals in Australia.
We are asking you, the vendors who are the prominent face of the hub
of the festival to push yourselves by putting the absolute best on offer
showcasing the best of South Australian produce under the simple
theme of produce heroes.
Applications will be personally assessed by us and our team to get the best mix of offerings. We are here
to offer guidance and answer any questions that you may have. We will potentially be asking you to do a
tasting for us to assist with the selection process.
Thanks again for your interest and we look forward to seeing what amazing offerings you present to us –
Simon Bryant
TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 6
HIGHLIGHT OUR AMAZING
PRODUCE HEROES
In 2021 we are looking for vendors to showcase our incredible South
Australian produce!
We have some of the best wild caught fish, free range chickens and pigs (and we mean low-density,
real free range), pastured beef, organic vegies, higher welfare sheep, wild goat and kangaroo, stone
ground heritage wheat flours, amazing veggies, fruits and nuts, great oils…
the list is endless. We are asking for menus and dishes designed around South Australian
Iconic Produce.
We want to thrust these Local Heroes firmly in the spotlight. This was our approach in 2014 via the eight
regional tourism groups running public catering and in 2016 via the eight Regional Food groups. The level of
pride, loyalty and ownership from both guests and vendors was a collective testament to how much pride
South Australians have in our patch. We welcome this produce driven theme back in 2021
With your unique style and cooking skills added to these Hero
ingredients, our patrons a truly South Australian experience,
and will receive the very best public catering experience of any festival
in Australia.
We understand this produce isn’t cheap, it isn’t always easy to source – we proudly use it throughout
Tasting Australia managed events and it isn’t always easy. This is where we can help you via:
• introductions to suppliers if needed. Most suppliers are really keen to see their product involved
in Tasting Australia and if your current business model doesn’t have these networks we can offer
assistance.
• media programmes will be in place to help tell the story of vendors supporting local heroes, therefore
supporting our economy. It’s just plain good for our state and our festival visitors.
Customers do understand it costs more, and we are here to help tell your produce story in menu boards/
dish wording. Feel free to charge a little more, curb your portion sizes from “gluttonous”
to “fair” and show people it just tastes better.
TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 7
PRODUCE
GUIDELINES
We will showcase South Australia and the Qualifying options for vendor
country’s best produce according to the
following guidelines:
cuisine and execution
Limitations of site
• South Australian produce will always be
favoured providing it is recognisable and on • The sites are predominantly gas and fire
par or close to being identified as the country’s powered (electricity is not readily available),
best. If we cannot source SA produce in with cold storage considered and allocated.
quantity, quality and specification required
then perhaps the menu offering is NOT • Cooking and assembly must be theatrical,
appropriate for Tasting Australia. spectacular, but most importantly authentic.
NO ACTION, NO STALL.
• Vendors must have a hero South Australian
ingredient as a menu leader, that is clearly
branded, and is an integral part of dish In response to vendor feedback from those who
descriptor. offered best practice local produce and feel strong
levels of ownership and pride for the WHOLE festival,
• Secondary menu item hero ingredients from
we will be putting in place some rudimentary
SA are encouraged, but not essential, and we
produce integrity checks and balances.
encourage you to flag on your descriptors. We
understand that some dishes simply cant be Please don’t take this as policing, but support, and
exclusively SA in inputs but, a local beef grazer a response to a “majority concern” from vendors in
for your burger, a locally grown and milled flour 2018/19. We trust that if you specify a produce hero
in your bun, local best practice free range eggs in your menu submission, that this will be followed
in your mayonnaise and a hero tomato farm in through. Should we need, we may ask to site an
the garnish, would make your dish a super star! invoice during the festival subsequent to other
vendors expressing concern to us. It will be done in
• The quality should reflect the standard of
a professional, confidential and diplomatic manner
the Glasshouse Kitchen (Tasting Australia’s
via Festival Management. We understand supply
flagship fine dining experience) but in fast,
glitches, we are here to help you through that process,
accessible, great value propositions.
not persecute you, so come to us if you feel a produce
• The public food offering must celebrate substitution is evident and let us know how we can
the festival’s key themes of people, produce help. Chalk board menus are our preferred site option
and place. and there are numerous local substitute brands that
you can use to carry on trading under our guidelines.
• Submissions of Pastries and Charcuterie/
Cheese Boards will not be considered
TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 8
SHOW US
SOME THEATRE!
Over the years we unequivocally see guests drawn to caterers with
amazing contraptions and theatre.
In 2021, Tasting Australia is calling on stallholders to show guests exactly how their food is made; the
cooking and assembly of your dishes should be on proud display, creating a feast for the senses and
whetting the appetite for more.
As the festival will now take place in March to early April, fire is no longer the centrepiece of this public
dining space – Town Square Vendors should have a focus on flipping, whipping, smoking, steaming,
grilling, braising, pulling and presenting irresistible food.
Tasting Australia embraces the diversity of Adelaide’s food culture and
welcomes recipes and dishes from all around the world: empanadas,
hoppers, roti, raclette, pakoras, pancakes and much more.
As the public face of Tasting Australia’s Some theatre thought starters:
incredibly popular festival hub, we invite • Taco presses
you – our valued vendors – to push the • Giant Smokers and Fire Pits
boundaries, to challenge the norm and to reach
• Yakatori Grill Walls
for the very best plate of food that represents you.
• Fairy Floss being spun
We will be there to support and guide you, • Roti’s being stretched
and to ensure that Town Square reflects • Wood fired ovens
the rich tapestry of South Australia’s
• Tandooris idling away
thriving food scene.
• Mozzarella/ Burrata being stretched
• Raclette being melted
We understand that some preparation methods and cooking styles don’t allow for an element of theatre
so in the past Vendors have negotiated this by amazing displays of goods or spice towers, or fantastic
frontage and just great customer service and fun staff. Applications will therefore be judged fairly on a
holistic sense of presence and visual appeal, with mock ups, pictures and drawings welcome.
TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 9
APPLICATION
INFORMATION
Each Vendor is encouraged to submit four to six dishes. You may wish to submit a larger offering but
ultimately we are after quality not quantity.
We have two spots dedicated desert vendors, some savoury vendors may elect to add a desert item, but
this is not essential.
We want specialists, and theatre where cooking apparatus are central
to the stall, in full view of the public and to create a visual spectacular
for guests.
This is the hero for each vendor, along
Enamel Plates
with the specialist product, that then
has variations because of change of Since inception we asked for compostable serving ware,
protein or sauce – less is more here. but in 2021 we going one step further by supplying you
with washable, reusable tin enamel plates and a service
Price point guide to clean them.
As a guide, we recommend charging Our public catering will therefore be doing the right thing
$7 for a snack and around $20 for by our producers, our land, sea, and the environment with
a large meal – but if you want to a greatly reduced disposable footprint and real wins for
throw a lobster / wagyu or liquid our hard working primary producers and showcase the
gold in one of your offerings as a very best service and delivery the state has to offer.
Signature Dish of the Day / Week we
understand, and invite you to charge Vendors have the option of serving from a deep large main
accordingly. This should be something plate or a flat entrée plate. These should accommodate
exceptional that really adds value to various price points and sizes from a snack to meal.
your regular menu. More information on the enamel plate and cleaning
Dishes must be easy to eat, stand up, service can be found in the vendor manual. This
portable and fast to serve. document can be found on the Tasting Australia website.
TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 10TASTING AUSTRALIA
IS HUNGRY FOR
Korean: mandu, dak-kkochi skewers, Turkish: doner kebab, gozleme, ayra (yogurt drink)
gukhwappang bun, pajeon pancakes, tteokbokki
Mexican: elote, tacos, churros, tres leches, tostada,
Japanese: yakitori grills, soba noodle, sashimi stations quesadillas
Chinese: steamed buns, yum cha (traditional dim Vietnamese: bao, banh xeo, goi cuon (cold rolls)
sum style), roujiamo
Polish: bagels, kluski dumplings, baked potatos,
Spanish: pintxos, tapas, ceviche, jamon naleśniki- fruit pancakes
Brazilian: picanha, pastel de queijo, kibe, acarajé Sri Lankan: hoppers (plain/string), watalappan
French: crêpes, raclette, delicatessen, pates, Indian and Malaysian: chaat, samosa, pakora, roti,
terrines, cured meats, breads, patisserie idlis, halwa, kulfi
German: various wurst, schnitzels, krauts, Thai: pad thai, satay, sticky rice, som tam, rat na,
käsespätzle, bienenstich, eintopf lok-lok, woks
Italian: calzones or pizza fritta, single slice pizza, Argentinian: choripan, asado, empanada,
porchetta plates / rolls, arostocini, arancini, gelato garrapiñada, alfajor, flan mixto
TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 11TOWN SQUARE:
HOURS OF OPERATION
TOWN SQUARE VENDOR VENDOR
OPENING HOURS TRADING TIMES ACCESS TIMES
FRI 30 APRIL IIAM-I2AM IIAM-I0PM 8AM-I2:30AM Site fees are $7000 (plus GST)
and equate to approximately
SAT 1 MAY IIAM-I2AM IIAM-IOPM 8AM-I2:30AM 10% of historical and
anticipated gross revenue.
SUN 2 MAY IIAM-9PM IIAM-9PM 8AM-II:30PM
MON 3 MAY CLOSED CLOSED NO ACCESS Applications close on
10 January 2021
TUES 4 MAY IIAM-9PM IIAM-9PM 8AM-IO:30PM
Contact Tasting Australia
WED 5 MAY IIAM-9PM IIAM-9PM 8AM-I2AM Operations Manager and
Programming Producer
THURS 6 MAY IIAM-IIPM IIAM-IOPM 8AM-I2AM for enquiries:
FRI 7 MAY IIAM-I2AM IIAM-IOPM 8AM-I2:30AM Ben Snodgrass
SAT 8 MAY IIAM-I2AM IIAM-IOPM 8AM-12.30AM tastingaustralia@sa.gov.au
8463 4634
SUN 9 MAY IIAM-7PM IIAM-6.30PM 8AM-IIPM
Town Square opening times are subject to change.
TASTING AUSTRALIA PRESENTED BY RAA TRAVEL TOWN SQUARE VENDOR INFORMATION 12FOR MORE INFORMATION ON TOWN SQUARE, PLEASE CONTACT: Ben Snodgrass, Operations Manager / Programming Producer Ben.Snodgrass@sa.gov.au (08) 8463 4634 TASTINGAUSTRALIA.COM.AU TASTINGAUSTRALIA.COM #tastingaustralia
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