FOOD & ALCOHOL

A day in the life of a Glenferrie Trader is busy, and keeping up to date with what's happening can be difficult.  That's  why we at the Glenferrie Festival will compiled all relevant news in one place.

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FOOD REGISTRATION


o   If you are serving food, you will need to fill out the food registration form, we have streamlined the form and it should only take 5 minutes to complete.

o   Food registration needs to be completed by Monday 12th Feb

RED LINE EXTENSION

If you would like to serve Alcohol outside of your normal Red Line you will need to complete a “Major Events Application Form” this is a PDF form and needs to be completed and sent directly to the VCGLR.

 

STALL PLACEMENT SPREADSHEET

All stalls for the Glenferrie Festival 2019 are now placed. This year the Festival will be the largest yet, please note that we have color zoned stalls for bump in and out instructions

BUMP IN & OUT INFORMATION

Bump In and Out Instructions for the Glenferrie Festival 2019 are now available. Please make sure you have read them prior to bump in, even if this is not your first year, many details have changed.

 
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 EQUIPMENT HIRE - NOW CLOSED 

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TRADER OFFERS

 

Dear Fellow Trader, 


The Glenferrie Traders Association with support from the City of Boroondara is pleased to present the  Glenferrie Festival 2019.


The Glenferrie Festival is the largest one-day event in the City of Boroondara and one of the largest community events in Melbourne attracting in excess of 100,000 people in 2018
The management team of the Glenferrie Traders Association are constantly working to improve on everything we deliver, and the Glenferrie Festival is no different. In 2019 we not only hope to improve on crowd size but also their enjoyment, and engagement they have with each of our businesses.

Planning is well underway all the major attractions, rides and entertainment have been booked, we are still working on some of the smaller elements of the festival that will refresh the look and feel of the day.

The theme this year is Americano: Marching Bands | Cheerleaders, Bigtime Bands and Swing, New Orleans Mardi Gras, Motown through to Hip Hop will make up some of the deconstructed parade. Feature Attractions will include: 100 show cars from Melbourne Show Cars - Vintage, Muscle, Prestige and More. Curated Food and Beverage Gardens, that will give the festival a more refined (Etsy) vibe. Hawthorn Makers Market, Fashion, Demonstrations and some Celebrity appearances.


The GTA are doing all we can to make it easier to become involved; easier to find out what is going on, easier for you to advertise what you are doing and offering. 


We have put in place new processes and negotiated new terms and conditions with major suppliers to
improve our cost structure, which will enable us to deliver more for you.
The Glenferrie Festival has a substantial advertising program in place that will advertise the Glenferrie
Festival and your business.

The GTA through our marketing and event manager are here to assist you to make the Glenferrie Festival the best ever, don't be shy in asking for help.


We look forward to a successful event for all our members.

Gary Mink -  President Glenferrie Traders Association

 


GLENFERRIE FESTIVAL BASICS

  1. Date: Sunday 3rd March 2019

  2. Times: 11 am to 5 pm

  3. Glenferrie Festival is an annual event attracting up to 110,000 people

  4. There is no cost for traders/businesses in the Glenferrie Hawthorn precinct to participate.

  5. Road Closure:  

  • Glenferrie Road Between Burwood & Barkers Road, 5 am to 7 pm

  • All side roads leading on to Glenferrie Road will be closed

  • Access to Glenferrie Road after 5am will be via Barkers Road Only

  • Exit from Glenferrie Road will be via Liddiard Street Only from 5am to 9.30am

6.  Public Transport:

  • Trams will terminate on Glenferrie Road south of the Rail bridges, there will be no trams on Glenferrie Road north of the Rail bridges

  • Buses will replace trams and go via Auburn Road

  • Trains will still run a normal timetable

7. Permits for food and alcohol are the responsibility of all traders

  • If you are serving food of any type you must fill in the food registration form

  • If you intend to serve Alcohol you must apply for major events red line extension 

TRADERS LOCATED IN THE FESTIVAL PRECINCT


If you are a trader located on Glenferrie Road in the Festival Area you will have the first option on the area directly out front of your store, if you choose not to activate this area it may be allocated to another business.

  • You will be allocated the area directly in front of your business

  • Your area will be as wide as your shopfront and can extend out to the first tram line

  • As the crowds will be walking down the center of the road, you can use the footpath as part of your area.

  • We highly recommend that if you are open during the event that you activate this area (this is where you will do 99% of your business.

TRADERS LOCATED OUTSIDE THE FESTIVAL PRECINCT 


All traders from the Glenferrie Hawthorn Precinct are invited to participate. If you have a business that is not located on Glenferrie Road and would like to participate we would like to assist.

There are plenty of prime positions that are available for these traders, and you will get priority placement into these positions over community groups or any other vendors. If you are a food trader, we will assist with power as a minimum – please contact us to discuss.

  • If you are interested in one of these positions, we highly recommend that you contact us A.S.A.P to get the best positions locked in.

EXTERNAL TRADERS

The GTA does not generally seek out traders who are not part of the precinct or our membership! We try to encourage all traders to join in on the day, however for some reason not all our traders can or do participate, this may leave some area lacking in activity or may leave some categories missing altogether.

To leave these areas empty  with only community groups or seating can be detrimental to other businesses in that area.

The area between Burwood Road and the Glenferrie Station is one area that the GTA will be concentrate on to activate in a way that will attract patrons to this area and this may involve bringing in outside commercial vendors.

·         All commercial vendors will be charged a fee for site & electricity.

·         Commercial vendors will be placed only in areas that will assist visitation to local businesses.

·         Consultation with all businesses in that area will be held before any applications are accepted.

COMMUNICATION SCHEDULE 


The Glenferrie Traders Association investment in the Festival is significant, as we believe it is a great opportunity to show off our precinct. We also understand that traders also invest heavily in the day as well and to ensure the GTA and Traders get the best bang for our buck, we have significantly streamlined, improved and expanded all external and internal communication processes and channels:


·         Nova Radio – 4 spots a morning (22nd Feb to 2th March) Chrissy, Sam and Brownie.

·         60 Bin Wraps, 27 Box Wraps will advertise the event on Glenferrie Road from Jan 31st to March 4th

·         22 New flags installed down Glenferrie Road 17th February to March 4th

·         Flyers will be delivered to 20,000 homes in the local area weekend of the 13th Feb

·         ¼ page advertisement in Melbourne’s Child – Feb addition

·         1-page advertisement in the Leader Newspaper Tuesday 18th Feb

·         Boroondara Bulletin & Boroondara Website

·         Information will go out to all schools in the area (October & Feb)

·         TAG magazine 3 pages - Jan 19

·         Yarra Trams – Flyer on 16


Help us promote the Festival to your customer: 

  • Share the event on social media 

  • Send us a vector of your logo and we will send back the festival logo with your logo:

    • Instagram tiles

    • Facebook tiles

    • Facebook banner

  • Send us your festival offer

  • Think outside the box

 

WAR ON WASTE

A $500 CHARGE TO ANY BUSINESS/ORGANISATION THAT LEAVES THEIR SITE IN AN UNSATISFACTORY CONDITION.

Festivals produce a lot of waste! The Glenferrie Traders Association is determined to reduce the waste produced at the Glenferrie Festival. 


TIPS

  • Do not hand out flyers, talk to your customer and get their details, give them a business card if you have to

  • Think about packaging - keep it to a minimum

  • Do not leave a mess for us to clean up - we will charge any business $500 who leave their site dirty, this includes rubbish, cooking deposits, such as oil etc.  (this is determined by the event management).

 

FESTIVAL TIPS

FASHION


REMEMBER THIS IS NOT JUST ABOUT THE DAY IT IS ABOUT INVITING PEOPLE into YOUR BUSINESS FOR THE NEXT 12 MONTHS


Throwing out a rolling rack and expecting to make some money at the festival is so 1999.

1. Tell the customer about your offer prior to the event 

2. Create activity out front of your store

3. Make it easy for customers to purchase

4. Tell them they can take the product and return it in the next week (size or style)

5. Your service on the day will bring people back



March is the end of summer for Independent fashion retailers, by now you will be wanting to get rid of summer stock if you haven't already,

  • Get involved with the fashion parade, show off autumn/winter

  • Invite people back to your business

  • Offer, stylings, discounts off multiple purchases, get people back into your business when you have full price stock - bounce backs

  • Markdown summer - make it simple

  • Champagne in the store always sells more

  • Sign people up to your VIP list

  • Give them bounce backs

FOOD


THIS IS YOUR TIME TO SHINE, REMEMBER THIS IS NOT JUST ABOUT THE DAY IT IS ABOUT INVITING PEOPLE into YOUR BUSINESS FOR THE NEXT 12 MONTHS

Just opening your doors will not guarantee a good day.

  • Tell the customer about your offer prior to the event

  • Cook out front of your business - activity brings people in.

  • Design a festival menu

  • Supply seating 

  • Give bounce backs - get them to come back

  • Sign people up to your loyalty program /email list

  • Give samples

  • Loss leaders

  • Serve Alcohol - you must apply for red line extension

  • Great zone for families, kids, singles

  • Have your best staff front of house




HOME


REMEMBER THIS IS NOT JUST ABOUT THE DAY


Throwing out some product and expecting to make some money at the festival is so 1999.

1. Tell the customer about your offer prior to the event 

2. Create activity out front of your store

3. Make it easy for customers to purchase

4. Tell them they can take the product and return it in the next week (size or style)

5. Your service on the day will bring people back

March is the end of summer for Independent fashion retailers, by now you will be wanting to get rid of summer stock if you haven't already,

  • ​​​Invite people back to your business

  • Offer, stylings, discounts off multiple purchases, get people back into your business when you have full price stock - bounce backs

  • markdown summer - make it simple

  • Champaign in the store always sells more

  • Sign people up to your VIP list

  • Give them bounce backs

SERVICES


Services - Health, beauty, allied health often find festival perform better for them in the long term that food, fashion or home. At the Glenferrie Festival, we have had service providers sign up over 100 new clients (repeat).

  • Get a stall and come out, an investment of $300 can result in 

  • Demonstrate what you do

  • Give seminars / Demonstrations

  • Book people in



  • 20 new customer can result in 240 booking for the year ($20k)

 

Glenferrie Festival is bought to you by:

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0434182843

Festival Office: 394 Burwood Road Hawthorn VIC Australia 3122