Event Marketing-Savor the Flavor

Client: TASTE | Software: Photoshop, Illustrator | Type: Event Marketing

The Event

Savor the Flavor was more than just an event; it was a culinary celebration that captured the essence of our region’s vibrant food and wine scene. This two-day extravaganza brought together an impressive array of talent and tastes, creating a unique experience for food enthusiasts and industry professionals alike.

At its core, Savor the Flavor united local chefs, restaurants, wineries, and specialty shops, showcasing the best our region had to offer. But it didn’t stop there. The event’s reputation quickly grew, attracting national attention and participation. Industry giants like Sysco and the Food Network recognized the value of being part of this gastronomic gathering, lending their expertise and star power to the proceedings.

Over the course of two days, thousands of attendees had the opportunity to sample exquisite dishes, sip fine wines, and engage with culinary experts. The event featured cooking demonstrations, wine tastings, and interactive experiences that allowed guests to expand their palates and culinary knowledge.

One of the highlights of Savor the Flavor was the special VIP dinner that served as the grand finale. This exclusive event featured a multi-course meal prepared by top chefs, including runners-up from the popular TV show Top Chef. It was a fitting conclusion to an event that celebrated the art and craft of fine cooking.

My Role

As SVP of Creative at TASTE, who was putting on Savor the Flavor, part of my job was to design, print, develop and manage the creative side of the event. The first year, most all of this was my responsibility, but by the second year, we brought on contractors to assist with the production of commercials, developers for some of the more complex backend tasks, and photographers to, well, photograph.

I led the creative team to deliver all the creative assets ahead of deadlines, and our efforts helped bring in thousands of people a day to the event.

The Website

For Savor the Flavor, we needed a website to inform people about the event, sell tickets, and keep food enthusiasts updated. This was 2009, and the web landscape was quite different from today.

Designing the site began in Photoshop, as was standard practice then. No Sketch or Figma yet – just Adobe’s robust design software. The process involved creating detailed mockups that would serve as our visual blueprint.

We chose Joomla as our CMS. WordPress was still primarily for blogging at the time, and Joomla offered the flexibility we needed. However, plugins weren’t as plentiful as they are now, which presented some challenges.

To handle the more complex aspects of the site – particularly the ticket sales and email signup features – we brought in a contract developer. This collaboration allowed us to create custom functionality that off-the-shelf solutions couldn’t provide at the time.

The Process

1. Initial sketches and planning
2. Detailed mockups in Photoshop
3. Preparing graphics for web use
4. Building the basic structure in Joomla
5. Custom development for advanced features
6. Integration and testing

The final product was a fully functional website that effectively promoted the event, facilitated ticket sales, and kept our audience engaged with updates.

Creating this site in 2009 required a different approach than it would today. We had to be resourceful with the tools available and find creative solutions to achieve the functionality we needed. Despite the limitations, we produced a website that successfully served its purpose for Savor the Flavor.

The Print Marketing

The website was just one piece of the puzzle. For Savor the Flavor, we needed a robust print marketing campaign to reach our audience through traditional media channels.

Our print efforts included creating advertisements for local and regional magazines and newspapers. This involved designing eye-catching ads that captured the essence of the event while adhering to various publication specifications.

One of our key initiatives was working directly with publishers at the local newspaper to create special edition inserts. These inserts were a deep dive into Savor the Flavor, showcasing participating restaurants, chefs, and wineries. It was a great way to give potential attendees a taste of what to expect.

For all of this, I relied heavily on the Adobe Creative Suite. Photoshop was my go-to for image editing and photo manipulation, Illustrator for vector graphics and logo design, and InDesign for laying out the multi-page newspaper inserts and other print collateral.

Speaking of logos, I was responsible for creating the event’s branding. This included designing the main Savor the Flavor logo as well as variations for different applications – everything from large banners to small newspaper ads.

Photography played a crucial role in our marketing materials. I wore two hats here – sometimes I was behind the camera myself, other times I was managing professional photographers. We worked closely with participating restaurants to capture mouthwatering images of their signature dishes. These photos were then used across our marketing materials, from print ads to the website.

The print marketing campaign was a significant undertaking, requiring attention to detail, creativity, and strong project management skills. But seeing the finished products – from a glossy magazine ad to a comprehensive newspaper insert – made all the effort worthwhile.

Television and Video Marketing

Our marketing efforts extended beyond print and web into the realm of television and video advertising, allowing us to bring Savor the Flavor to life on screens across the region.

Using the visual elements I had created for other marketing materials, we developed a series of eye-catching commercials. This ensured consistency across all our marketing channels, reinforcing the event’s brand identity.

The production process was multi-faceted and technically demanding. I utilized Softimage XSI for 3D animation, creating dynamic visuals that added depth and movement to our ads. After Effects came into play for animated titles and overall compositing, allowing us to integrate text and graphics seamlessly with our footage.

The editing process involved both After Effects and Premiere. These tools allowed us to fine-tune our commercials, ensuring that every second of our limited air time was used effectively to promote Savor the Flavor.

While I oversaw the creative direction, we also brought in producers for several spots. My role involved managing these professionals, providing clear direction to maintain a consistent style and message across all our video marketing efforts. This collaborative approach allowed us to produce a variety of high-quality commercials within our timeframe.

In addition to traditional TV spots, we expanded our reach by creating advertisements for theater screens. These ads, displayed before feature films, allowed us to target moviegoers – often an ideal demographic for our food and wine event.

The video marketing campaign was a complex undertaking, blending creative vision with technical skill. It required juggling multiple software platforms, managing external talent, and ensuring that every piece aligned with our overall marketing strategy. The end result was a series of compelling commercials and video ads that effectively promoted Savor the Flavor across various screens and platforms.

Various other print and marketing colleterial.

Event Design and Material

The design work didn’t stop once attendees walked through the doors. In fact, the on-site materials were crucial in creating a cohesive experience and guiding visitors through the event.

Signage was a key component. I designed eye-catching, branded signs to designate various areas throughout the venue. These included the Fresh Chef Competition area, Celebrity Chef zones, and other specific locations. The goal was to make navigation intuitive, allowing attendees to easily find the experiences they were most interested in.

Beyond signage, I was responsible for designing a whole suite of print materials for the event. Upon entry, all attendees received a custom SAVOR bag, with designated print materials inside to enhance their experience at the event.

Tickets: Designed to be both functional and keepsake-worthy.

Brochures: Providing event details and highlighting key attractions.

Event maps: Helping attendees plan their culinary journey.

VIP badges: Creating a sense of exclusivity for special guests.

Taste Passport booklets: A fun, interactive element that encouraged visitors to explore all the restaurants. These passports allowed guests to collect stamps from each eatery they visited, with completed passports entering them into prize drawings.

All these materials needed to be not only informative and functional but also visually appealing and on-brand. It was a balancing act of design and practicality.

One of the most crucial aspects of the event design was the layout. For this, I collaborated closely with my business partner, who brought valuable experience from her background in theater set design. Together, we mapped out the flow of the event, considering factors like crowd movement, logical progression of experiences, and creating an engaging journey for attendees.

This theater-inspired approach to layout design helped us create a more dynamic and immersive experience. We considered sight lines, traffic flow, and even how to build anticipation as guests moved through the space. The result was an event layout that felt both logical and exciting, guiding attendees through a culinary adventure.

Designing for the physical event space required a different mindset than our other marketing efforts. It demanded thinking in three dimensions, considering how people would move and interact with the space, and ensuring that our design elements enhanced rather than hindered the overall experience. It was challenging, but seeing our designs come to life in the bustling event space was incredibly rewarding.