Festival boosted by new partnership

Chief executive of Sileni Estate Winery Sir Graeme Avery and Art Deco Trust general manager Sally Jackson celebrate the first time a winery has signed on as winemaker for Art Deco Weekend. Photo / Duncan Brown

Sileni Estates and the Art Deco Trust have forged a three-year partnership which trust general manager Sally Jackson said would not only further spread awareness of the great annual festival nationally but also internationally.

She said the trust had been taking stock of its sponsorship plans and having a wine angle was one they specifically took a close look at.

"Sileni wines are sold all across the country but also have a wide international market so this is a great opportunity to jointly brand our products into the same markets - that is something we very much want to align to."

When the trust approached Sileni Estates chief executive and president Sir Graeme Avery to discuss a sponsorship partnership he was enthusiastic.

"It was an opportunity presented to us so we had a good look at it and willingly agreed to be the principal wine sponsor," Sir Graeme said.

"The event is recognised internationally and has expanded so much in recent times - it is a significant contributor to the tourism economy of Hawke's Bay." Sir Graeme said it was a good opportunity to spread the Napier-centred festival more regionally, and Sileni would accordingly put on Art Deco-themed events during that time.

There will also be limited edition lines of specially Art Deco labelled wines going on the market.

"I'm a regionalist and make no secret about that," he said.

"There does need to be more regional involvement."

Mrs Jackson said the latest partnership was a great boost for the festival and she said having someone like Sir Graeme on board with them was exciting.

"He has had an immensely positive influence on the tourism industry in Hawke's Bay for a number of years," she said.

"Having a powerhouse like Sir Graeme on the team and as part of the sponsorship family is significant and will bring magnificent results for the festival.

Sir Graeme said that the only downside was that February, when it was staged, was a busy time for him in terms of overseas commitments.

"So I'm not sure whether I will be there - but we will see."

The Tremains Art Deco Festival will run from February 17 to 21 with tickets going on sale to Art Deco Trust members from Thursday, and to the general public from October 9.