Trade/Industry Survey Highlights (2007)

The Playhouse Winefest has long been considered Canada's premier consumer wine event, and one of our aspirations is to become the country's can't-miss opportunity to conduct the business of wine.  Our latest research initiative afforded us a snapshot of how close we are to achieving our goal: of those respondents employed within the food and beverage industry, 21.1% best described their place of employment as a "Restaurant", more than one quarter best described their job as "Owner", and almost 70% identified "Discovering new wines" as their primary motivation for attending.   The wine world is, indeed, here. 


GENDER

Females - 59.3%
Males - 40.7%

AGE

Average age: 36
19 - 24: 12.7%
25 - 29: 16.7% 
30 - 34: 19.4%
35 - 39: 14.3%
40 - 44: 11.9%
45 - 49: 10.3%
50 - 54: 7.5%
55 - 59: 4.8%
60 or over: 2.4%

ORIGIN

Vancouver: 38.0%
Vancouver Island: 9.7%
Burnaby: 8.1%
Fraser Valley: 8.1%
Other Lower Mainland: 7.0%
Richmond: 5.8%
North Shore: 3.9%
Other BC: 3.5%
Okanagan: 3.1%
USA: 3.1%
Alberta: 3.1%
Other Canada: 2.7%
Whistler: 1.2%

HOUSEHOLD INCOME

Average household income: $83,300
Under $50,000: 34.0%
$50,000 - $74,999: 25.4%
$75,000 - $99,999: 16.0%
$100,000 - $149,999: 13.7%
$150,000 - $199,999: 5.5%
$200,000 and up: 5.5%

PLACE OF EMPLOYMENT

Restaurant: 21.1%
Private Wine Retailer: 13.3 %
Hotel: 11.7%
Government Monopoly: 9.0%
Bar: 7.0%
Winery: 6.6%
Wine Agency: 5.9%
Winery Association: 3.5%
Nightclub: 0.8%
Other: 21.1% (includes caterer, airline, event manager, private club)

EMPLOYMENT POSITION

Owner: 26.4%
Manager: 11.0%
Customer service: 8.7%
Accounting: 7.5%
Chef: 6.7%
Server: 5.9%
Sales: 5.1%
Viticulturist: 4.7%
Food/wine writer: 2.4%
Other kitchen staff: 1.6%
Bartender: 1.6%
Hostess: 1.6%
Marketing/PR/Promotions: 1.2%
Food/wine educator: 1.2%
Sous chef: 0.8%
Wine buyer: 0.4%
Winemaker: 0.4%
Sommelier: 0.4%
Other: 6.7% (includes cellar/vineyard worker, flight attendant, concierge, researcher, tour guide)

ATTENDANCE MOTIVATION

To discover new wines: 69.3%
Wine education: 61.4%
To buy wine: 48.5%
To network with coleagues: 34.2%
To learn about current status and/or future trends of the wine industry: 31.2%
To learn about pairing food with wine: 16.8%
To sell wine: 13.9%