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To begin with, the wine industry is well-developed in the United States. In 2018, the total US market reached $70 billion of total value (2019: the total U.S. wine market 2019). People across the country seem to be engaged in the consumption of this drink. New York communities are not an exception, and they often become participants of the relevant events. 2019 Brooklyn Crush Wine & Artisanal Food Festival: Spring Edition allowed people to try wines from all over the world.
Event Description
2019 Brooklyn Crush Wine & Artisanal Food Festival: Spring Edition was held on Saturday, May 11, 2019. New York Wine Events, the creator, describes what guests should have expected. They say that Our expert sommeliers created something truly unique, offering a meticulously curated selection of Old World vintages, rising stars from emerging regions, and a variety of New York wineries .Participants had a chance to choose between two sessions: from2 PM to 5 PM, and from 7 PM to 10 PM. The prices of an attendance ticket varied from $42 to $120. In addition to alcoholic beverages tasting, guests could also try complementary foods and snacks. In case they really enjoy some kind of cider or wine, there were bottles on sale.
Event Stakeholders and Their Involvement in the Event
All the main stakeholder players in this event have a significant role. Guests came to learn more about the industry, and they also looked for entertainment, while local restaurants and beverage brands demonstrated various products to satisfy attendees wants. Industry City was the venue, and New York Wine Events was an organizer. Sponsors are important to consider as well, as they made this fair more entertaining.
Event Analysis
New York Wine Events works on holding different food and beverages fairs. The company operates since 2003 and offers participants of the festivals to learn more about local beverages and artisanal foods. 2019 Brooklyn Crush Wine & Artisanal Food Festival official partners list include Citigroup, Tesla, Jaguar, Diageo, Palm Bay International, BMW of Brooklyn, and Constellation Brands. Szabó(2018) argues, that wine event marketing is becoming more and more popular, and it is one of the most effective ways to reach the target market. For example, Citigroup cardholders received invitations to attend a special seminar, where they could learn more about beverage making. Boucher (2016) states that Citi tends to appear to its customers as a provider of unique experiences, and it helps to increase brand loyalty. It seems that the event is quite popular in the Brooklyn community. PRNewswire(2019) reported that Tim Campbell, founder of New York Wine Events, announced the companys partnership with BMW of Brooklyn for the first time to present Brooklyns premier spring tasting event (para. 4). Thus, brands show up for this festival in order to achieve a variety of business goals.
2019 Brooklyn Crush Wine & Artisanal Food Festival: Spring Edition is a local cultural event, which symbolically represents the city and, particularly, the area. Overall, New York wine preparation is called a major player in the wine industry in the world, and its wineries are making great progress (McKee 2015, para. 16). Brooklyn, in particular, seems to be the most popular area for wine production. This borough has a great influence on the NYC wine industry and can be even compared to Napa (Theodore 2018). The fair took place in The Landing at Industry City, 233 37th Street Brooklyn, New York 11232. Jaime DeJesus (2018) calls Brooklyn the center of food and creative culture in New York City and refers to this event as the DNA of this neighborhood (para. 8). This area seems like one of the best places for any type of enthusiasts to gather. Myers believes that Brooklyn residents are ready to spend money on all kinds of unusual things (Myers 2017). Thus, there might be a lot of room for development.
Also, the number of participants reached approximately 1000 people, and this event is probably in low demand for tourists. However, it is possible that some enthusiasts could attend it because 4 million visitors annually come to taste New Yorks various wine regions (WorldWineTours 2019). Therefore, it is possible to assume that these kinds of events are currently in the development stage of the TAIC model. The industry is expanding and it gradually attracts beverage fans. However, it has not yet reached its peak to make wine a part of New York culture.
Most likely, the creator used a perspective of event programming theory while preparing this festival. Also, in order to attend it, people have to purchase tickets, so these funds and also the sponsorships from the brands allowed generating some revenue.
To conclude, the wine industry and associated events seem to be quite attractive to New Yorkers. Citizens like to get new experiences, increase their knowledge, and meet new people. Brooklyn is probably one of the best places for such kinds of activities. Local food and beverage events provide an opportunity to socialize with the other community members, and also learn more about services provided in the area.
Reference List
PRNNewswire, 2019. Brooklyn crush wine & artisanal food festival returns to Industry City for a spring celebration of wine and food, Saturday, May 11.
Boucher, R., 2019. Inside Citis entertainment sponsorship portfolio. Event Marketer.
DeJesus, J., 2019. Brooklyn crush wine & artisanal food festival a success in Industry City. [online] Brooklyn Eagle. Web.
McKee, L., 2019. New York wines overnight success. [online] Wines Vines Analytics.
Myers, Q., 2019. The best and worst things about every NYC borough. [online] Rally. Web.
New York Events, 2019. 2019 Brooklyn crush wine & artisanal food festival: spring edition. New York Wine Events. [online] Web.
Szabó, Z., 2018. Event marketing the driver of wine culture. David Publishing, [online] 6(2), pp.121-126.
Theodore, N., 2019. The urban wineries making New York City a wine destination. [online] Thrillist.
Wine Analytics Report, 2019. January 2019: total U.S. wine market wine analytics report.
Worldwidewinetours, 2019. History of wine in New York.
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