Tastemakers: Two weekends, two great feastivals

Sept. 6, 2009

Tastemakers
Rick Coates 9/7/09
Two Weekends
Two Great Festivals
There were skeptics that back-to-back weekends featuring a major wine festival and a beer festival with music and food both weekends would not work in Northern Michigan. After all, these weekends have always been a challenge in the tourism industry as college students are gone, families are preparing for the start of school, and several fall school sports and activities are well underway. Throw in a lagging economy and these events surely were doomed. But organizers of the Traverse City Wine and Art Festival and the Traverse City Microbrew and Music Festival proved all doubters wrong. Both weekends were “home runs” as thousands came out for both festivals.
There is already a buzz in the air for next year with plans underway by organizers to connect both festivals with a series of events during the week. Events being proposed range from beer and wine dinners, to cooking classes, to food, wine, beer, and even music workshops.
Event insiders were not shocked by their success. They have been working for years to pull off these types of festivals in Traverse City. They know that area residents and visitors are “hungry and thirsty” for this sort of thing. Unfortunately, some officials in Traverse City have been shortsighted when it has come to events that celebrate the region’s wine and beer industry. While some city leaders have encouraged these types of festivals, too many roadblocks were put up by others keeping these events from happening sooner downtown.
While downtown Traverse City probably benefitted residually from these events, the economic impact would have been far greater had they occurred right downtown.
Instead, developers Ray and Marsha Minervini stepped up to the plate and hosted both of these festivals at The Village at Grand Traverse Commons. The Minervinis are visionaries and quickly saw the benefits of both festivals to the community. They agreed to provide the lawn in front of Building 50 as the site. It proved to be the perfect venue.
The Leelanau Peninsula Vintners Association and Porterhouse Productions are to be commended for the respective festivals. Both festivals were well-run, with plenty of friendly volunteers. Parking was not a problem. Even challenging weather on both weekends did not keep people away. Both events were essentially sold out and some breweries even ran out of beer.
Instead of viewing each other as competitors, organizers became collaborators and partners. They shared resources (tents, tables, chairs and a large portable stage), promoted each other, and both events celebrated some of the best things the region has to offer: great wines, beers, food, music and art.
Another success was that both festivals showed that major events with alcohol can take place without incident. This was always one of the concerns of some in Traverse City that events that celebrated the region’s wine and beer industries would have a negative undertone. The Traverse City Wine and Art Festival and The Traverse City Microbrew and Music Festival proved otherwise.
So expect both events to grow. Traverse City and Northern Michigan have built a reputation nationally as a “foodie,” wine, craftbrew, art and cultural destination. So cheers to festival organizers; a toast to you for taking a risk and knowing that Northern Michigan has been “thirsting” for this sort of thing. Can’t wait till next year.
--Rick Coates