Ubud Food Festival 2017 - Partnership Report

After three days of feasting, the Ubud Food Festival has officially drawn to a close for another year.

Across our ambitious program of 100+ events and 100+ speakers, we challenged ourselves to curate an event not only bigger than ever before, but rich in regional diversity, cultural heritage and of course, taste. Our theme, ‘Every Flavor is a Story’, invited chefs, speakers, and audiences to consider not just the stories that food tells us, but the stories we tell through food.

This year saw the successful launch of our free Teater Kuliner cooking stage at the Festival Hub, home to a daily program of sessions with a spotlight on Indonesian chefs and culinary icons. Our new Fringe Events also brought the best of the Festival down South, as we worked with some of the island’s most coveted culinary venues to attract new audiences and cement Bali’s growing reputation as a foodie destination.

Our Festival Hub @ Taman Kuliner underwent an impressive transformation to house more than 70 local vendors, attracting thousands of people through its doors each day.

Of course, as a not-for-profit initiative, the Ubud Food Festival would not have been possible without the generous support of our network of partners – from accommodation venues to marketing sponsors. On behalf of the Yayasan Mudra Swari Saraswati, I’d like to extend a heartfelt thank you to everyone who helped make the event such a success.

With a record attendance of 9,000 people and overwhelmingly positive feedback, the Ubud Food Festival has well and truly cemented itself as Indonesia’s premier culinary event and we look forward to returning next year.

Janet DeNeefe, Founder & Director.

Yayasan mudra swari saraswati The Yayasan Mudra Swari Saraswati in an independent, not-for-profit foundation committed to enriching the lives and livelihoods of Indonesians through a range of community-building arts and cultural programs. It was founded in 2003

by Janet DeNeefe and Ketut Suardana as a healing project in response to the first Bali bombings.

The goal of the Foundation is to give full expression to the creative needs of Indonesia, its individuals, and its communities, while simultaneously showcasing the diversity of rich cultural traditions of the archipelago to the rest of the world. Creating a space for crosscultural exchange and open-minded

dialogue and discussion is at the heart of the Yayasan.

It achieves this through its two core initiatives: Ubud Writers & Readers Festival and Ubud Food Festival. Through these festivals and associated activities, the foundation promotes Ubud as a centre for arts and culture, showcases the artists, writers and producers of Indonesia on an international stage, and helps Indonesians to reach their potential through educational and capacitybuilding programs.

Support Us The Festivals rely on the support of patrons, donors, partners, and audiences each year. In 2018, new opportunities will be available to reach our broad and diverse Festival audiences across Indonesia and the globe. Your patronage will play a core part in ensuring the Yayasan succeeds in its goal of enriching the lives and livelihoods of Indonesians, and promoting the wealth of Indonesian culture and community to the world.

Contact our partnership team today to explore the opportunities: Saraswati Ratnanggana Partnership Manager saras@yayasansaraswati.org +62 361 977 408

UFF17 PARTNERSHIP REPORT

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festival summary From 12-14 May, Bali’s cultural and culinary capital was transformed as the third Ubud Food Festival came to life.

After six months of planning and preparation, the Ubud Food Festival team delivered a three-day program spanning high-energy cooking demonstrations, in-depth food forums, lavish special events, hands-on masterclasses, live music, film screenings and a bustling food, beverage and makers’ markets.

The Festival was successful in championing not just the fast-evolving and inventive Indonesian food scene, and exposing expats and travellers to the diversity of the archipelago’s cuisine, but also in supporting the local culinary industry by creating opportunities for aspiring chefs and entrepreneurs to develop and grow.

Attracting an audience attendance of more than 9000 people from countries including Australia, Singapore, the Philippines, Thailand and Cambodia, the Ubud Food Festival is fast becoming an annual staple on Southeast Asia’s event calendar. Bringing together hungry foodies from across the archipelago, the Festival also welcomed a 42% Indonesian audience from across the archipelago, including visitors from Jakarta, Bandung, Bogor, Yogyakarta, Surabaya and Tangerang.

Feedback from Festival audiences was overwhelming positive, with 94% of audiences saying they would attend the Festival again.

“Thank you for the Festival and keep up the good work, Ubud Food Festival team!”

– Miranti Devina Mardiyantini, Indonesia.

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festival hub @ Taman Kuliner This year, the Festival Hub @ Taman Kuliner well and truly cemented itself as the heart of the Ubud Food Festival.

Home to a bustling market hub of more than 70 vendors, a daily program of indepth food forums, the new Teater Kuliner cooking stage, hands-on masterclasses, children’s events, and a nightly After Dark program of live music and film, the Festival Hub @ Taman Kuliner attracted over 12,000 people through its doors and dished up an estimated 22,000 plates of food.

22,000

food sold

estimated plates of

88%

of vendors said their experience was Excellent or Good

92%

of vendors intend to return for

UFF18

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festival program In 2017, the Ubud Food Festival spanned 13 program genres and 108 events, an increase of 27% from the previous year.

Across the Festival’s three days, 48 events were held completely free of charge, representing 44% of the total program.

This year, two new program genres were added to the lineup: a feast of Fringe Events taking place in Bali’s best venues in the lead up and following the close of the Festival, and the hugely successful free Teater Kuliner cooking stage, nestled

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in the Festival Hub @ Taman Kuliner.

Playing host to 68 events, The Festival Hub @ Taman Kuliner itself was expanded to accommodate for growing audiences.

A new ridge-view market area and open-air cinema opened up the Festival Hub @ Taman Kuliner to host more than 75 local vendors, who dished up an estimated 22,000 plates over the course of three days.

program breakdown 20

12

9

16

Special Events

Masterclasses

Fringe Events

Kitchen Stage @ Indus

12

16

3

2

Teater Kuliner

3

KIDS Events

Think, Talk, Taste

3

Morning Yoga

Food Tours

1

Book Launch

Film Screenings

3

Nights of Live Music

56% 44% TICKETED

FREE

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2017 HIGHLIGHTs

A fiery Sambal Eating Competition supported by Hot Mama Sambal

6

UFF17 PARTNERSHIP REPORT A Black Box Mystery Challenge with three of Ubud’s best restaurants

The launch of the new free cooking demonstration stage, Teater Kuliner

2017UFF17 UFF Partnership PARTNERSHIP REPORT Report

A Cocktail Shakedown with three of Indonesia’s best mixologists

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AUDIENCE FEEDBACK Kitchen Stage @ Indus

89% IMPRESSED/VERY IMPRESSED

Where the magic happens, the Kitchen Stage audiences’ chance to get up close and personal with their culinary heroes. Playing host to the stars of the Ubud Food Festival, the Kitchen Stage was home to a daily program of fiery cook-offs, comedic culinary collaborations, and a behind the pass look into some the world’s best restaurants.

Special EventS From long-table lunches overlooking the valleys, jungles and rice paddies of Ubud, to enthralling culinary collaborations between Southeast Asia’s top chefs, our Special Events were designed to put the best of Bali on the table. Held across Ubud’s most coveted restaurants and bars, our Special Events were the ultimate foodies’ guide to town.

99% IMPRESSED/VERY IMPRESSED

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UFF17 PARTNERSHIP REPORT

87% IMPRESSED/VERY IMPRESSED

For those looking to sharpen their skills, our Masterclasses were led by the industry’s best. From capturing the perfect foodstagram to blind chocolate tasting, mixing the perfect espresso martini to plating like a food stylist – these intimate sessions were designed to turn passions into professions.

Think, Talk, Taste

93% IMPRESSED/VERY IMPRESSED

More than just three days of feasting, the Ubud Food Festival is an opportunity for producers and consumers to come together to share stories, swap ideas and unite in supporting the vibrant and sustainable future of the culinary industry. From Indonesia’s superfoods to battling Bali’s waste, our Think, Talk, Taste sessions were food for thought.

Teater Kuliner Our new Teater Kuliner kitchen stage was nestled in the heart of the Festival Hub @ Taman Kuliner. Celebrating the deliciousness and diversity of Indonesian cuisine, audience sat back and watched on as jamu, sambal, lawar and tempe took center stage from the hands of the archipelago’s most talented chefs. Best of all? It was completely free.

89% IMPRESSED/VERY IMPRESSED

88% IMPRESSED/VERY IMPRESSED

With more than 70 market stalls to browse, Taman Kuliner was the heart of the Ubud Food Festival. Open from 9am until late, Taman Kuliner was set against the iconic backdrop of Campuhan Ridge, the perfect place to kick back, pull up a beanbag, and settle in.

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our speakers

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In 2017, the Ubud Food Festival welcomed 108 speakers from across Indonesia, Southeast Asia and the globe. This represented a 44% increase from the previous year.

community. More than ever, the Ubud Food Festival has cemented itself as one of Southeast Asia’s most important opportunities for chefs and audiences alike to connect, create and collaborate.

From chefs, producers, restaurateurs, advocates, entrepreneurs, food writers, journalists and photographers – the Ubud Food Festival program represented a buzzing cross-section of the culinary

It also provides Indonesian chefs with the opportunity to connect to the broader culinary community, and promote Indonesian food on the world stage.

UFF17 PARTNERSHIP REPORT

Indonesian Guests

International Guests

Farah Quinn

Rinrin Marinka

Chele Gonzalez

Joannes Riviere

Petty Elliott

Bara Pattiradjawane

Bo Songvisava

Lino Sauro

Charles Toto

William Wongso

Manjunath Mural

Tasia & Gracia Seger

Local guests

Penelope Williams

Made Lugra

Will Goldfarb

Kevin Cherkas

Eelke Plasmeijer

Ray Adriansyah

Will Meyrick

Chris Salans

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Event Registration This year saw a total 1,433 registrations across the Festival’s three-day program of ticketed events. To ensure accessibility to all Festival audiences, a tiered pricing structure was offered on all Kitchen

Stage sessions, as well as to certain Masterclasses and Food Tours. Of the Festival’s 100+ events, 44% of the program was completely free of charge.

Fringe Events kids Program food tours masterclasess special events kitchen stage 0

200

400

600

800

1000

foodlover passes This year saw the return of the Festival’s FoodLover Pass, offering complete access to the Festival high-energy Kitchen Stage @ Indus.

Offered for 1,2 and 3-Day Festival experiences, the FoodLover Pass was devoured by audiences, selling a total of 112 tickets.

3-Day foodLover pass 2-Day foodLover pass 1-Day foodLover pass 0

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2017 UFF Partnership Report

10

20

30

40

50

60

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our audiences In 2017, the Ubud Food Festival attracted a total audience attendance of 9,000 people, an increase of 12.5% on 2015.

Of these audiences, 42% identified as nationals, solidifying the Festival’s role as Indonesia’s premier culinary event.

Gender

Nationality Female

Indonesian

Male

Australian

21%

29% 42% 29%

79% Age

Annual Income bracket 5 % 7%

21%

<20

0-$25,000AUD

21-34

$26,000-$40,000AUD

35-50

29%

42%

14

Other

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51-64 65+

3%

20%

16% 7%

$41,000-60,000AUD

36% 19%

$61,000-$80,000AUD $80,000-$100,000AUD $100,000AUD+

Have you attended the Ubud Food Festival before?

How long did you stay in Ubud?

Yes No

47% 53%

14%

31%

How did you find out about the Ubud Food Festival?

13%

22%

Social media

27%

2-3 days 4-5 days 6-7 days

38%

7+ days

Did you specifically come to Ubud for the Ubud Food Festival?

Word of mouth

6%

14%

1 day

7%

3%

Yes No

Website Promotional materials (posters, flyers, billboards) Media

97%

31%

Would you attend the Ubud Food Festival again?

3%

Yes No

97% UFF17 PARTNERSHIP REPORT

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partners & supporters The Festival wouldnâ&#x20AC;&#x2122;t be possible each year without the generous support of our partners across all sponsorship and patronage categories.

The Festival was thrilled to partner with 98 businesses over the course of the campaign, who were a key part of bringing the Festival to life. Partner support is critical in offsetting the significant costs of running a notfor-profit organization. It ameliorates production overheads, provides venue use, supports community-focused free events, promotes the Festival, enables the attendance of leading chefs, and many other types of essential in-kind support.

With the greatest of thanks to our 2017 Ubud Food Festival partners and supporters.

100%

of surveyed partners intend to collaborate for 2018

100%

of surveyed partners said the UFF17 met their objectives

100%

of surveyed partners listed their experience as Excellent or Good

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18

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festival communications

92.0% IMPRESSED/VERY IMPRESSED

Branding Developed in-house to encapsulate the theme of ‘Every flavor is a story’, the 2017 Ubud Food Festival branding was elegant, sophisticated and nuanced.

Drawing on environment, produce and people as inherent aspects of dishes, recipes and cuisines, the branding captured the Festival’s broader mission

of community education and awarenessbuilding of sustainable, ethical practice.

High-impact, contemporary and detailed, the branding also sought to reflect the Festival’s growing reputation in Indonesia and Southeast Asia as one of the region’s leading culinary events.

Outreach

2500 Program Books, delivered to 500+

2

venues across Ubud, Bali and Jakarta.

Video Advertisements, played on TransTV, RTV and at Bali Airport

5000 Postcards, distributed to 50+

2 Baliho, placed in Ubud and Sanur

2,500 English and Indonesian-language

Billboards, placed at Bali Airport, Canggu and Seminyak

venues across Ubud and Bali

flyers, distributed to 50+ venues across Ubud and Bali

600 Posters, distributed to 300+ venues across Ubud and Bali

47 Advertisements, placed with national

and International media partners across print, digital and radio.

12 2

Booth Spots, at Beachwalk and Ubud Food Truck Park

100 Umbul-Umbul, placed at the

Festival Hub and participating venues

150 X-Banners, placed at the Festival Hub and participating venues

68

Editorial placements, running across print and digital national and International media partners.

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Merchandise

2000

600

50 100

20

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Digital Audiences

49%

Released monthly throughout the year and with increasing regularity throughout the Festival’s campaign period, the Ubud Food Festival e-news grew its audience reach to 2230 people in 2017. This represents a 49% increase on 2016.

29,841

Between the Festival’s campaign period from January to May 2017, the Ubud Food Festival attracted a record 29,841 users and 151,242 page views. This represents an increase from 2016 of 75% and 22.5% in 2016 respectively.

E-NEWS GROWTH

WEBSITE USERS

550,000,000 FACEBOOK REACH

52% INSTAGRAM GROWTH

80,000,000 TWEET REACH

In 2017, the Ubud Food Festival’s Facebook audience expanded to 6423 followers, an increase of 14.8% over the six month campaign period. Through a social media strategy employing paid and organic outreach, the Ubud Food Festival reached an audience of more than 550 million people.

Between January and May 2017, the Ubud Food Festival Instagram audience grew by 52%, from 4,688 to 7139 followers. The account, which housed a range of nationally and internationally-focused content, was identified by audiences as the Festival’s second-most influential outreach tool.

Growing by 27% in 2017, the Ubud Food Festival Twitter account amassed a staggering tweet reach of more than 80,000,000 people over the campaign period.

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Media From January 2017, the Ubud Food Festival enjoyed extensive coverage across food, lifestyle and travel media.

International press highlights include Australian Gourmet Traveller, Traveller. com.au, CNN, AWOL, Wine & Dine, DestinAsian, and in-flight magazines including Jetstar Asia, travel 3Sixty° (Air Asia), Going Places (Malaysia Airlines), SilverKris (Singapore Airlines), Aspire (Hong Kong Airlines) and Tiger Tails (Tiger Air). Spanning more than 15 countries including Indonesia, Australia, New Zealand, America, Singapore, Malaysia, Cambodia, the Philippines, Thailand, Vietnam, China, France and Italy, Ubud Food Festival English-language media coverage reached a potential audience of 200,544,457.

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Across national media, the Ubud Food Festival was promoted in high-profile publications including The Jakarta Post, Kompas, CNN Indonesia, Republika, Tempo, Detik.com, Liputan6, Kompas. com and Antara News, with Indonesianlanguage coverage reaching a potential audience of 223,883,000.

424,427,457 POTENTIAL AUDIENCE REACH

jAKARTA PRESS cALL

On the Ground Coverage

On 13 April, the Ubud Food Festival held a press event in Jakarta with the support of Plataran Menteng. Designed to raise the profile of the Festival amongst a growing Jakarta market, the event was attended by more than 70 guests spanning media and food bloggers. The event was reported by major outlets including Esquire.com, Detik Food, Tribun Lifestyle, Kompas.com, Sindo, and many others.

Over the course of the Festival, 65 accredited media generated coverage across countries including Indonesia, Australia, New Zealand, Singapore, the Philippines, Cambodia, Malaysia, France, Germany and Canada. Highlights from media representation include Wine & Dine, Singapore Tatler, CNN TV, Singapore Today, various in-flight magazines, NET TV, Metro TV, Tabloid NOVA, Trans7 and RRI Indonesia’s National Radio. The media team also facilitated 47 interviews between journalists and Festival speakers.

Media Partners & Supporters Contributing to international and national awareness of the Festival was an extensive network of media partners including Femina, Harper’s Bazaar, herworld Magazine, Esquire Magazine, Hard Rock Radio Bali, Southeast Asia Globe, NOW! Bali, NOW! Jakarta, FoodieS, Qubicle, hellobali Guide, JJK, Exquisite Taste and Asia Dreams. This year the category of Media Supporter was added, and included Good Indonesian Food, Rasamasa, Bale Bengong, Let’s Eat TV, City Nomads, Honeycombers, Rappler, FoodCult and Bali Advertiser.

AUD$374,000 MEDIA PARTNERSHIP VALUE

The combined value of partnerships was AUD$374,000, an increase of more than 50% from the previous year.

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Feedback Audiences

Partners & Vendors

“Excellent Festival! Congratulations to the organisers and volunteers”

“Thank you to the UFF team for having usand making this event happen!”

– Derek Cruz, Australia.

“Loved the buzz. Very professionally organized” – Jill Clarke, Australia.

“Thank you for the Festival and keep up the good work, UFF team!”

– Miranti Devina Mardiyantini, Indonesia.

Chefs “UFF17 was an extraordinary experience.

It has inspired both of us to push for a more environmental food system” – Duangporn Songvisava & Dylan Jones.

“It’s great to be able to share ideas and thoughts with fellow chefs and artisans.

We also had a great time enjoying some of the special collaboration dinners” – Adhika Maxi & Karen Carlotta.

“More than just a food festival, the UFF invites you to get to know the people behind food cultures and find out their stories. It was a fulfilling experience, both tummy and knowledge wise!”

– Ade Putri

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UFF17 PARTNERSHIP REPORT

– Coffeenatics.

“It was totally worth it. We made new networks and were able to open our market in Bali for the first time” – Alain Bunjamin, Boutique Stall.

“Thanks for the invitation! We look forward to participating again next year!”

– Michele’s Jambali Café.

“We had lots of exposure, face to face with guests. We look forward to next year” – Chris Paterson.

“We made many valuable new contacts and great new customers” – Mark Adnum.