WITH a new promoter and a brand new venue, Sandalford Wines is looking forward to growing its summer concert series.
WITH a new promoter and a brand new venue, Sandalford Wines is looking forward to growing its summer concert series.
The first concert will be held at Sandalford’s Margaret River venue this month, adding to the successful series at its Caversham property for the past decade.
Accompanying the launch of the venue is a new partnership with national promoter Dainty Consolidated Entertainment and local firm Zaccaria Events, signed in May last year.
Sandalford chief executive Grant Brinklow says 16 concerts will be performed each year between the two venues under the new partnership.
“We wanted to be partnering with a promoter who could guarantee a supply of A-grade acts, primarily from around the world, to cater for the opportunity we have here,” he says.
Mr Brinklow is confident there is sufficient demand in the South West to make the Margaret River venue a success, despite going toe-to-toe with established player Leeuwin Estate.
“We see the expansion of the concert program down there as a way to enhance the consumer awareness of Sandalford as a leading Margaret River wine producer,” he says.
Crooner Michael Buble will be the first to perform at the new venue later this month, in a series that also features performances by Sting, Barry Manilow and a yet-to-be-announced act.
Poor ticket sales are normally the biggest risk associated with putting on a large-scale event, but for Sandalford the risks are even higher, Mr Brinklow told Business Class.
“If someone has a bad experience at a concert here, you run the risk that not only will they not come back to another concert, or come back to your restaurant, but when they’re out at dinner and they see your wine on the wine list won’t drink it,” he says.
“Dainty and Zaccaria get that.
“Maybe in the past under other arrangements, the penny hadn’t dropped.”
The other arrangement he refers to is Sandalford’s previous partners, Mellen Events and Roundhouse Entertainment, who until early last year staged their Day on the Green series at the venue.
Mr Brinklow says there’s no bad blood between the companies, but their business styles did not match.
“Our focus first and foremost is about reputation, it’s not about bottom line,” he says.
“By nature we manage our business very conservatively and by nature the events industry is about taking risks.”
Mellen managing director Brad Mellen says the implication his company only cared about the bottom line is a misrepresentation.
“At the end of the day, A Day on the Green has staged over 250 shows around Australia and New Zealand with over 50 of those in Perth,” he says.
“We have had countless sell-outs over the years and that hasn’t happened by not paying attention to our patrons, their comfort and their needs.
‘‘Quite frankly, Brinklow’s comments reek of sour grapes.”
Mr Brinklow also says that, with the number of shows increasing from six to 10 each year, he was concerned about Mellen’s ability to pull in A-grade acts.
Both Mr Mellen and national promoter Michael Newton reject that, having brought acts like Leonard Cohen, INXS and Blondie to the country. They also feel 10 acts a year will overexpose the venue.
Mr Newton says the sticking point that resulted in Sandalford and A Day on the Green parting ways was that Sandalford no longer wanted an exclusive agreement.
Mr Brinklow says if a rival promoter brings a substantial act to Australia, he wants to be free to pursue that.
“Our goal is to work with every leading promoter in the country that wants to bring shows to this country,” he says.
Sandalford Wine’s next concert features Sting, on January 22.
