TOWN SQUARE: VENDOR INFORMATION - 27 MARCH - 5 APRIL 2020 ADELAIDE & REGIONS - TASTINGAUSTRALIA.COM.AU - Tasting Australia
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27 MARCH - 5 APRIL 2020
ADELAIDE & REGIONS
TOWN SQUARE:
VENDOR INFORMATION
TASTINGAUSTRALIA.COM.AU
THE TASTING
AUSTRALIA STORY
27 MARCH - 5 APRIL, 2020
Tasting Australia is the country’s “most intriguing, engaging and surprising gastronomic festival”.
The Australian.
For 10 days there is an explosion of eating and drinking right across Adelaide and regional South Australia.
World’s Best Restaurant-listed chefs pop up in off-road wonderlands, the country’s leading winemakers,
brewers and distillers descend on the city in droves, and the heart of Adelaide comes alive with the freshest
flavours and ideas in one central feast; Tasting Australia offers an abundance of culinary experiences like
no other.
One of the country’s longest-running food and drink festivals, Tasting Australia showcases Adelaide and
its surrounding regions as a paradise of intriguing talent, bold innovation, and above all, delicious food,
wine, beer and spirits.
Tasting Australia will be held from 27 March - 5 April 2020, giving participating businesses two full
weekends of trade and events to take advantage of during the festival.
In 2020, you can be part of that story – join the Tasting Australia team
and let our audience discover you.
Watch our 2019 highlights here.
TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 2
CREATIVE TEAM
Simon Bryant Nick Stock
FESTIVAL DIRECTOR BEVERAGE DIRECTOR
Cheong Liew
PATRON
TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 3
20I9 OVERVIEW
I0 I60 64K
D AYS
TICKETED TOWN SQUARE
EVENTS* AT T E N D A N C E
In 2019 Tasting Australia – Adelaide’s premier ten-day eating and drinking festival – was the biggest ever
with 64,000 people visiting the festival hub, Town Square, in Victoria Square.
Thousands of tickets were sold across the entire program, with growing
interest in regional events such as a two-day flour milling and baking
workshop and farm tours selling out well in advance of the festival.
The breadth of events – from lunches to tastings, dinners to tours, celebrity guest appearances to hands-
on masterclasses – were well received by Tasting Australia guests who are hungry for an authentic
experience that heroes flavour, personality and informal excellence.
IIK+
I N T E R S TAT E A N D
$5.5M
ECONOMIC
I N T E R N AT I O N A L V I S I T O R S I M PA C T
TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 4
20I9 MEDIA COVERAGE
3/13/2019 The Advertiser, Wednesday, March 13, 2019, pages from 33 to 33
4/5/2019 The Advertiser, Friday, April 05, 2019, pages from 1 to 1
https://metros.smedia.com.au/theadvertiser/PrintPages.aspx?doc=NCADV/2019/03/13&from=33&to=33 1/1 https://metros.smedia.com.au/theadvertiser/PrintPages.aspx?doc=NCADV/2019/04/05&from=1&to=1 1/1
In 2019 Tasting Australia hosted over 50 media across the festival
from interstate and overseas including a mix of press, magazines,
online, television and radio journalists.
$25M I92I 42.3M
“For people who travel
through the lens of
food, South Australia is
a hot spot right now. It
has a really good mojo.”
M E D I A VA L U E MEDIA ITEMS R E A C H O F C OV E R A G E
G E N E R AT E D A B O U T Kerrie McCallum –
20I9 THE 20I9 EVENT
20I9 editor-in-chief
of delicious magazine
TASTING AUSTRALIA FEATURED IN:
• ABC Radio • CityMag • Gourmet Traveller • Ten News
• Adelady • Delicious • Gourmet Traveller Wine • The Adelaide Review
• Australian Financial • Executive Style • New York Post • The Advertiser
Review • FiveAA • Qantas Magazine • The Australian
• Broadsheet • Glam Adelaide • SA Weekend • The Lead SA
• Business Insider • Good Food Magazine • Seven News
TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 5
SOCIAL MEDIA
COVERAGE
Public appetite for Tasting Australia content via digital platforms and social media channels is growing
steadily. The event speaks to a dedicated database of 25,000 people nationally and an engaged
audience of 20,300 on Instagram and 21,000 on Facebook.
Over the campaign website sessions increased by 30% on 2018 figures,
with more than 360,000 sessions over the entire campaign.
30,000
25,000
20,000
FOLLOWERS
6IK
15,000
10,000
5,000
0
T O TA L 20I8 20I9 20I8 20I9
FOLLOWERS
+I3% +32.5%
INCREASE INCREASE
I0.6K 44.5% 6.05%
E D M D ATA B A S E E D M AV E R A G E E D M AV E R A G E
O P E N R AT E C L I C K T H R O U G H R AT E
TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 6
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
2020 printed program
– distributed in The
Broadcast your Advertiser statewide,
brand to a wider plus additional 40,000
audience locally and interstate
TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 7
2020 VENDOR OVERVIEW
Curated by us – the festival’s creative team – Town Square will be
the city’s go-to food mecca from 27 March - 5 April.
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 2020, to offer the festival’s discerning and ravenous guests new, exciting and
moreish morsels.
In 2020 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 and Jock.
TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 8
HIGHLIGHT OUR AMAZING
PRODUCE HEROES
In 2020 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 2020
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 TOWN SQUARE: VENDOR INFORMATION 9
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
• Secondary menu item hero ingredients from levels of ownership and pride for the WHOLE festival,
SA are encouraged, but not essential, and we we will be putting in place some rudimentary
encourage you to flag on your descriptors. We produce integrity checks and balances.
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
• The quality should reflect the standard of vendors expressing concern to us. It will be done in
the Glasshouse Kitchen (Tasting Australia’s a professional, confidential and diplomatic manner
flagship fine dining experience) but in fast, via Festival Management. We understand supply
accessible, great value propositions. glitches, we are here to help you through that process,
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.
TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 10SHOW US
SOME THEATRE!
Over the years we unequivocally see guests drawn to caterers with
amazing contraptions and theatre.
In 2020, 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
• Yakatori Grill Walls
reach for the very best plate of food that
• Fairy Floss being spun
represents you.
• Roti’s being stretched
We will be there to support and guide you, • Wood fired ovens
and to ensure that Town Square reflects
• Tandooris idling away
the rich tapestry of South Australia’s
• Mozzarella/ Burrata being stretched
thriving food scene.
• 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 TOWN SQUARE: VENDOR INFORMATION 11APPLICATION
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
with the specialist product, that then Enamel Plates
has variations because of change of
Since inception we asked for compostable serving ware,
protein or sauce – less is more here.
but in 2020 we going one step further by supplying you
Price point guide with washable, reusable tin enamel plates and a service
to clean them.
As a guide, we recommend charging
$7 for a snack and around $20 for Our public catering will therefore be doing the right thing
a large meal – but if you want to by our producers, our land, sea, and the environment with
throw a lobster / wagyu or liquid a greatly reduced disposable footprint and real wins for
gold in one of your offerings as a our hard working primary producers and showcase the
Signature Dish of the Day / Week we very best service and delivery the state has to offer.
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.
portable and fast to serve.
TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 12TASTING 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 TOWN SQUARE: VENDOR INFORMATION 13TOWN SQUARE:
HOURS OF OPERATION
TOWN SQUARE VENDOR VENDOR
OPENING HOURS TRADING TIMES ACCESS TIMES
PRE EVENT 6PM-8PM 6PM-8PM 8AM-I0PM Site fees are $8500 (plus GST)
THURS 27 MARCH and equate to approximately
Closed to general public for a ticketed Opening
Night Party. Up to 1000 guests with a guaranteed 10% of historical and
purchase of per head spend with each vendor. anticipated gross revenue.
FRI 27 MARCH IIAM-I2AM IIAM-I0PM 8AM-I2:30AM Applications close on
Tuesday 10 December
SAT 28 MARCH IIAM-I2AM IIAM-IOPM 8AM-I2:30AM
20I9 5pm
SUN 29 MARCH IIAM-IIPM IIAM-IOPM 8AM-I2:30AM
Contact Tasting Australia
MON 30 MARCH CLOSED CLOSED NO ACCESS Operations Manager and
Programming Producer
TUES 3I MARCH IIAM-9PM IIAM-9PM 8AM-IO:30PM for enquiries:
WED 1 APRIL IIAM-IIPM IIAM-IOPM 8AM-I2AM Ben Snodgrass
tastingaustralia@sa.gov.au
THURS 2 APRIL IIAM-IIPM IIAM-IOPM 8AM-I2AM
8463 4634
FRI 3 APRIL IIAM-I2AM IIAM-IOPM 8AM-I2:30AM
SAT 4 APRIL IIAM-I2AM IIAM-IOPM 8AM-I2:30AM
SUN 5 APRIL IIAM-7PM IIAM-6PM 8AM-9PM
Town Square opening times are subject to change.
TASTING AUSTRALIA TOWN SQUARE: VENDOR INFORMATION 14FOR MORE INFORMATION ABOUT TOWN SQUARE, PLEASE SEE THE VENDOR MANUAL AVALIABLE VIA THE WEBSITE. Or contact Ben Snodgrass Operations Manager and Programming Producer tastingaustralia@sa.gov.au | 8463 4634 TASTINGAUSTRALIA.COM.AU #tastingaustralia
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