ONE of the region's most popular food and wine festivals will make a regal return this year, with the Weekend Fit for a King to be held once again on the newly crowned King's Birthday weekend in the King Valley region.
The event has been in hiatus since it was last held in 2019, with Wines of the King Valley members opting to run independent events as they also negotiated the constraints of the COVID–19 pandemic.
With individual ticketing and entry fees at each venue, it meant visitors needed to book in advance and restrict their patronage to one or two venues, rather than move between multiple sites.
Wines of the King Valley president Dean Cleave–Smith said it had continued to field enquiries from consumers and industry around the festival weekends of Weekend Fit for a King (in June) and La Dolce Vita (in November) due to their longstanding popularity.
"We had hoped to return to the format late last year, however being able to secure the required workforce was a concern for many of the wineries, so it was delayed," he said.
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"Our industry has also missed the festival format, with many businesses reflecting on the satisfaction obtained by all working on something together.
"Proceeds from the festivals go directly to marketing the King Valley brand."
Mr Cleave–Smith said the festivals are a significant contribution to the broader King Valley economy and businesses need to see an increase in winter visitation, so whilst engaging a workforce remains a challenge, they want (and need) to return to the festival program.
Wines of the King Valley figures reveal the event in 2019 attracted more than 2200 visitors and while 19 per cent were identified as local, 43 per cent came from from Melbourne and another 23 per cent came from other parts of regional Victoria.
Of those who attended, 55 per cent of attendees said they had not been to the King Valley before.
Mr Cleave–Smith said with half of all attendees staying for two or more nights, modelling suggests the event would have contributed in excess of $1.4m to the broader local economy – that is beyond the wineries and their associated offerings.
Rural City of Wangaratta Mayor Dean Rees said the June festival was great for the King Valley and beyond; the wine region having become one of the rural city's most important assets, and introducing people to the region.
"The King Valley, with its attractions all year round, is probably our biggest drawcard, bringing people up to experience the great lifestyle offered here," he said.
"The festival's contribution to the economy goes beyond the ticket price to goodwill and the money people spend staying overnight, buying food and drinks, filling up their cars and more.
"In the food and wine industry, when you talk about the Milawa Gourmet Region and the King Valley, they all know about it – it's a miniature Yarra Valley, but better."
Participating venues for this year's event include Brown Brothers, Dal Zotto, La Cantina, Darling Estate, Pizzini, Politini, John Gehrig's and a new venue this year, Hurdle Creek Still.
Visitors will be able to pay one entry fee, receive a tasting glass and visit all participating venues over the weekend of June 10 and 11.
Natalie Pizzini from Pizzini Wines said the festival format was important because the customers loved it.
She said Pizzini's offering would centre on their Italian wine varieties, belly–warming food and plenty of dancing.
"Customers loved being able to pay one entry fee and travel between venues and they loved the different offerings the wineries would put on, knowing how much energy and effort it took to make these events happen," she said.
"Simply put, we are listening to our customers and working hard to get our events back to what they once were – a day of feasting, dancing and having fun with family and friends.
"The event will be different to previous years as venues slowly get back to pre–COVID staffing levels and experience offerings, but I can guarantee whichever venue you visit you will be warmly welcomed and get to taste some fantastic drinks.
"We are also excited to now be opening up our event to our local distillers, with Hurdle Creek Gin part of our event this year."
More information on the Weekend Fit for a King including tickets is available at www. https://www.winesofthekingvalley.com.au/weekend–fit–for–a–king/.
