F.A.W.C! goes from strength to strength

The Manse owner and chef Gary Grootelaar talks about meat cuts as The Village Butcher Paul Greaney bones out a leg at a F.A.W.C! meat master class at the Masonic Hotel.

As F.A.W.C! wrapped up yesterday Hawke's Bay Tourism general manager Annie Dundas said the fifth F.A.W.C! was the most successful so far and increasing its international patronage as overall numbers grew.

"We have had such good feedback from visitors and locals," she said.

Before it started 90 per cent of events were sold out.

"We have taken $300,000 worth of sales just through Eventfinda and there are lots of walk-up events where they take the revenue directly, so it is certainly well up on the previous F.A.W.C!

"There are a lot more international visitors this year - lots of Americans, Dutch, Swedish, Australian - it is really starting to take off from an international visitor point of view, which is fantastic.

She said about 30 per cent of ticket buyers were outside the region for winter F.A.W.C! and 40 per cent for its bigger summer version.

"Summer really gets those from further afield - we had a big tour group out of the United States for four nights - and every event I have been to there have been at least four couples that are overseas visitors. We are really thrilled."

One couple, travelling to a medical conference in Australia, made a side trip to New Zealand and spent four days in Hawke's Bay after reading about F.A.W.C! in a magazine in Pennsylvania.

"It is nice to know everything is slowly starting to work," she said of the marketing effort.

A demographic survey of participants was yet to be completed.

"Generally the ladies make the decisions. It is probably the 40-years-plus bracket but we have had a number of events this year that do attract a slightly younger crowd."

"There are lots of people that have left their kids behind and come for a weekend, which is nice."

Celebrity chef and F.A.W.C! ambassador Ray McVinnie said the event continually improved over the its five years.

"I have been to a lot of events over the word and this is one of the best wine and food festivals there is," he said.

They have kept it fresh for five years - there is something fresh ever time.

He said a highlight for him this year was an event at Ocean Beach, where musicians Fat Freddy's Drop both entertained and cooked a Portugal-themed meal.

It was "perfectly pitched" and he hoped a similar event would be held next year.

Ms Dundas said several other events, not officially a part of F.A.W.C! "all add to the mix" such as the Cranford Hospice's Hawke's Bay Wine Auction and Hospice Holly Trail, the Wildflower Sculpture Exhibition.

"Not everyone wants to eat all day and all night - it is quite nice to look at homes and gardens."