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achieve what you set out to do? It is obvious to review the number of tickets sold. You could
review comment cards or visitor surveys to gain some insight. You could also survey the farms and
food producers involved to see if they gained profile or sales from the event. If you have an
organizing team you could simply ask yourselves what do we need more of? Less of? What do we
need to continue to do? If you do a working group evaluation celebration, collect the stories and
get them to the media with a photo of the fun you had. If they run an article, you’ll find even more
volunteers, partners, and sponsors for next year.
Common Elements of Success
This section features tips gleaned from interviews with food event organizers.
Admissions and Ticket Sales
• Taste trails and other driving routes are usually free.
• Food event tickets range in price from $25 to $90 although some exclusive events have charged
as much as $200 for an afternoon or evening event. Sell and distribute tickets through partner
organizations or local businesses.
• Food tours cost the most at $85 to $95 and include transportation, meals, interpretation/guided
experiences on location, and may also include a cooking class.
• Pre-selling tickets lets you know how many to expect and simplifies entrance to the event.
Event Logistics
• Pair food events with another specific interest area such as photography instruction, local
history/exploration of historic locations, agriculture fairs or events, instruction on how and
where to shop for food, or instruction on how to prepare and cook new foods.
• Provide frequently asked questions (FAQ) in your program or on your website ahead of time.
This is an opportunity to give visitors an idea of what to expect about the format and rules for
your event.
• Use a host to welcome guests and help them find everything from parking to coat racks and
places to sit. Give hosts interesting facts to spice up their welcome messages.
• Work to reduce line-ups. Keep the crowds moving by having enough food, drink and
information stations. It might help to have the event entrance and registration separate from
the area to buy additional tickets, and drink ticket sales separate from the bar.
• Raise revenue with alcohol sales. It is best for the event organizer to be responsible for the
liquor license and sales. The bar is usually a moneymaker for your organization. There are lots
of interesting local drinks to offer to your guests.
• Reduce portion sizes at tasting events so guests can ‘taste’ many/most stations without losing
their appetite for more.
• Supply entertainment, ideas include:
• live music, including locals with a CD to sell
• farm reports from farmers