FOR almost 25 years, Leeuwin Estate has staged a series of alfresco concerts in its picturesque grounds as part of the winery's ongoing association and sponsorship of the arts.
FOR almost 25 years, Leeuwin Estate has staged a series of alfresco concerts in its picturesque grounds as part of the winery's ongoing association and sponsorship of the arts.
Leeuwin founders Denis and Tricia Horgan created the weekend event as a marketing vehicle to attract customers through the cellar doors.
About 12,000 visitors from all over Australia, and increasingly around the world, make the annual pilgrimage to the Margaret River venue, 280 kilometres from Perth.
The tradition began with the London Philharmonic Orchestra in 1985, and over the years Leeuwin has featured chart-topping acts including John Farnham, k.d. Lang, Jack Johnson, Simply Red, Tom Jones, Julio Iglesias, and Sting.
About 1,800 corporate guests attend each year - invited by many of Australia's leading businesses - and enjoy not only the concerts, but also a black-tie gourmet dinner with post-concert entertainment.
The winery's marketing director, Simone Horgan-Furlong, of Leeuwin Estate's founding family, said while the production of premium wines had always been the winery's primary focus, the concerts had grown to become an integral part of the business.
"As a small family winery we cannot compete with the promotional budgets of the larger industry wineries and do not advertise our wines," Ms Horgan-Furlong told Business Class.
"The concerts are our primary promotional vehicle."
Ms Horgan-Furlong said while Leeuwin's alfresco concerts had gained worldwide recognition, there was now a much more competitive playing field with the likes of Wise Winery in Eagle Bay and Sandalford Winery in Swan Valley hosting annual outdoor concerts.
"With a climate that is perfect for alfresco events, there are now more outdoor concerts in Western Australia than when Leeuwin started, but each venue is different and each brings its own unique atmosphere," she said.
"We've been very fortunate in Leeuwin's 25-year concert history to have attracted an eclectic mix of the music industry's greats...and the concerts traditionally sell out instantly and attract patrons from all around the world.
"We have an artist wish-list section on our website and receive lots of ideas and feedback throughout the year, and we also now benefit from past entertainers passing on positive word of their Leeuwin experience within the industry.
"Our aim is to continue to attract an eclectic mix of great musicians to Leeuwin and to continue to create memorable evenings of fine music, wine and food within a beautiful setting in our special part of the world."
The winery, which will celebrate its 25th concert series on December 30, will also stage a concert to coincide with the Australia Day long weekend.
