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Winemakers seek $10,000 from ratepayers to lure affluent drinkers and "comfortable cruisers"

September 3, 2022

Stock image.

By Peter Holmes

A group representing winemakers in Orange is seeking $10,000 of ratepayer funds to attract “affluent” drinkers to the Orange Wine Festival.

Council papers show the Orange Region Vignerons Association (ORVA) – which has been operating the Orange Wine Festival for over 20 years - is asking for $10,000 to pay for “media and promotion, including the creation of banners, programs, lanyards”.

In its application to council for the funds ORVA said the total cost of media and promotion would be about $16,026.80, and that ORVA would contribute $6,026.80.

The breakdown of the expenses included:

  • $5,037.80 for teardrop banners from the company Expanda;

  • $2,740 for the printed and digital program design;

  • $3,645 for 500 lanyards and silicone wine holders, and;

  • $1,300 for “Altitude Creattive Road Trip Creeative”

According to a local marketing company paid by council to promote the region, the primary target audience for the Orange Wine Festival is “affluent [and aged] 28-55 … wine and food interested, socially active and well connected”.

The secondary target markets are “comfortable cruisers looking to experience new things who enjoy travelling to the country, cyclists and sommeliers”.

The company said the “feel” of the event, which spans September and October, was that “Orange is a beautiful and COOL wine region with unique, fine and elegant cool-climate wines that I want to experience”.

It wanted people to think of Orange as “the HOME of COOL climate wine and wine experiences”.

It said it had already bought advertising in Country Style magazine for $6,000 and in Gourmet Traveller for $14,000.

ORVA stated in its application that previous council funding included $10,000 in 2021/22, $10,000 in 2020/21 and $5,000 in 2019/20.

It said it had $145,264 “cash on hand”.

The Orange Wine Festival would “involve” about 25,000 people, ORVA estimated.

Some 6,000 would come from outside Orange, and there would be 6,000 overnight stays.

“ORVA aims to revitalise the festival after two challenging years with the inclusion of two new events,” it said in its application.

“One is Altitude [October 29], a fine dining experience at Lake Canobolas, and the other is the Vintners’ Table [across festival weekends] … an opportunity for local wine brands to host an intimate wine and food experience in unique locations across the region, showcasing premium wine and food”.

This year’s program also includes:

  • Orange Wine Festival Night Market – September 30;

  • Orange@Home Weekend: October 7-9;

  • Orange Wine Show Tasting & Masterclasses - October 22, and;

  • Vino Express: October 28-30

There will be more than 60 events throughout October, ORVA’s application stated.

ORVA said that it “has shown that it does run viable events” but that new initiatives meant “additional funding will assist us in the professional delivery and promotion of this event”.

Other applications in the latest council papers for support from council's various funding pools included:

  • Training Services NSW seeking to use Orange Function Centre rent-free for an employment expo, to the value of $1,400 a year over three years;

  • $1,000 to the Bloomfield Hospital Auxiliary for personalised resources for mental health and drug and alcohol rehabilitation patients;

  • $1,200 to Challenge Community Services for two exercise machines and a veggie garden for clients with a disability;

  • $997.50 to the Compassionate Friends of Orange Group to purchase and distribute the book Coping With Grief to support families grieving the loss of a child;

  • $1,500 to the Canobolas Pipe Band to assist in the purchase of uniforms and music equipment;

  • $1,500 to Bletchington Softball Club to support their recruitment drive.

  • $2,000 to Road Safety Education Ltd for training local high school students in driving safety.

  • $3,400 (or the category maximum of $2,500) for the Central West Region Girl Guides to support the running costs of maintaining the Guide Hall as well as paying for essential services;

  • $2,500 for the Orange 8 Day Games to supplement participant entry fees, and;

  • $3,000 (or the category maximum of $2, 500) for The Country Education Foundation (Orange and District Branch) to support two or three Orange LGA students from lower income families to access further education in 2023.

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