Whilst sport and music may have been the traditional crowd pullers, food-related events are the new music, the new sport in terms of buzz, participation and relevance. Food events are seeing record attendance throughout Australia. They drive visitation to venues, they cover wide demographics and niches, they provide an outlet for a wide variety of brands to have consumer touch-points, and they are an integral, growing feature of standalone sporting and music events. Companies, organisations and venues are increasingly turning to food to realise previously unexplored audience and revenue opportunities.
Jason Fielding Senior Vice President, Managing Director, IMG LIVE