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HRT Ranking – Al Fresco Festival

Al Fresco Festival

Submitted July 21 2020


Idea/Project Title:

Please provide a brief description of your idea/project. :
A public festival to celebrate Stratford’s spirit showcasing its outdoor spaces
and gastronomic scene: restaurants, farms, and culinary schools.
In these strange times, where everything seems to be uncertain, community
gatherings like these, that look forward to becoming traditions, are actually
what builds identity and value.
There is nothing more nourishing and revitalizing than locally grown and prepared food with neighbors and relatives.
The project is mindful of current COVID-19 regulations and guidelines.

What is the proposed timeline for your idea/project? :
Participant 1st contact: Summer of 2020 // Design: Fall of 2020/February 2021 // Sponsors: Fall 2020/May of 2021 // Website info: April/May 2021 // Communication & Marketing : April/May of 2021 // Pre production: April/May/June 2021 // Reservations : 20 days prior countdown, 15 days prior reservations are available // Production

Which Provincial reopening phase will allow this idea/project to be launched? :
Stage 3

Briefly describe the potential economic impact of this idea/project for our community. :
POTENTIAL CITY IMPACT = $25,000CAD – $80,000 depending on scenario, capacity, and provincial restrictions.
A future version of this festival extensively increasing dinning areas, still enforcing a no less than 6 feet distance in between dining areas, could result on a potential $200,000 approx impact for the city for one night. A 2 day + 1 Night scenario impact could potentially be $700,000.

Beyond numbers, the most relevant impact for the city will come as: exposure to other tourist/investor niches, annual showcase platform for it’s culinary scene, the establishment of a new tradition adding to Stratford’s cultural and historical background, a perfect future compliment for the theatre Festival & a stronger community spirit + farmer/restaurant relationships.

Please provide any budgeting details you may have, including cost estimates required to implement this idea/project. :
Cost: $22,500CAD – 45,700CAD depending on scenario, capacity, provincial restrictions, and collaborators involvement.
Included in the budget: Insurance, perimeter fencing, portable toilets, tents, Staff wage (coordination, Registration volunteers, Main Tent, Information, Cleaners), Al Fresco’s coordination & art direction, expendables, advertising, AV rental, food & beverages, extra dining area rentals.

For more budget information please contact us, we will be glad to have a conversation over our estimates and scenarios, giving you a full run down of current budgeted costs and potential city impact numbers.

Do you have a project lead or coordinator? If so , please provide contact info. :
Alejandro Garcia : 416-728-3528

Please advise if there are any other collaborators or organizations involved in this idea/project. Have they been contacted?:
No collaborators or organizations have yet been contacted.
Prospective organizations involved: the city of Stratford, Invest Stratford, Stratfords Chef School.
Prospective collaborators: Local restaurants, farms, breweries, wineries, radio stations/newspapers/online media, restaurant supply, AV companies, merchandising printing shops, hotels, food delivery websites/apps, restaurant POS companies.


Al Fresco Festival

  • Rank this idea for the following 5 metrics from 1-10 (Terrible-Excellent):
  • How affordable is this idea to implement?
  • How easy and fast will implementing this idea be?
  • How well does this idea align with Stratford as a unique cultural destination?
  • How well does this idea retain value over time?
  • Rank the Overall Economic Impact of the idea by tourism sector for the short-, mid- and long-term (2020, 2021, 2022+):

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