Festivals and events are increasingly important to the tourism industry, especially in regional areas, where the possible sources of gross regional product are more limited than in metropolitan areas. In recognition of the potential economic contribution of arts festivals and other special events to regional economies, there is a need for a rigorous and replicable model/methodology for assessing such impacts. A project initiated in the state of Victoria, Australia, by Arts Victoria, constituting the development of a software tool, the Festivals Do-it-Yourself (DIY) kit, enables regional event organizers to assess the economic impact of their events to the region simply and relatively inexpensively. As well as providing information to the festival organizers, the results for festivals are able to be compared by external sponsors and stakeholders. A key to the successful application of the kit was the dissemination project discussed in this article. Preliminary results from the use of the DIY kit and reactions of some users are also presented.

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Purpose -To provide a better understanding of the relationship between wine festivals, winery visitation and wineries in order to determine whether wine festivals are an effective promotional tool. Design/methodology/approach -Primary data identifying the characteristics of festival patrons was gathered from regional wine festivals in Australia, then compared with Hall's stratified, New Zealand wine tourist market segments to ascertain whether the "right type" of consumer is attracted to wine festivals. Findings -The study concludes that wine festivals are successful promotional strategies that attract a diverse mix of consumers including the preferred consumer type, namely those with a high predilection to purchase wine.Research limitations/implications -The study was conducted in a wine growing area of south eastern Australia. Case studies of other regions would be of interest to determine the reliability of the findings. Originality/value -Previous studies of wineries and events approach from a wine tourist's perspective. From a winery's perspective however, successful wine festivals are those that not only attract consumers wishing to trial and buy wine products but ultimately lead to ongoing brand recognition and loyalty. This study specifically considers the juxtaposition of wine festivals and their patrons and therefore the effectiveness of this promotional strategy.

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