Strategic Proposal- Pop Ups in the Barossa 1
Integrated Proposal
For
Pop-Ups in the Barossa Valley
October 2015
Prepared by: Karli Currie, Carolyn Macleod, Briony Kyloh and Rosi Wendt
Date: 23rd
October 2015
Strategic Proposal- Pop Ups in the Barossa 2
Table of Contents
Contents Page No:
Executive Summary 3 Pop Up Background Information 4
Pop Ups in the Barossa 4
Target Market for Pop Ups in the Barossa 4
Target Market for Barossa Panorama 5 PESTEL Analysis (Political, Economic, Social, Technical, Environmental, Legal) 6 Situation Analysis 8 SWOT Analysis (Strengths, Weaknesses, Opportunities, Threats) 8 Survey Findings 9 Collaborators/ Stakeholder Analysis 10 Methodology, Implementation and Procedures 10 Financial Analysis 12 Marketing and Communication Objectives 13 Evaluation, Feasibility and Recommendations 14 Acknowledgments 15 References 15 Appendix 1: Survey Results 16 Appendix 2: Council Application Form for Barossa Panorama Pop Up Event 20 Appendix 3: Council Application Form for Barossa Panorama Pop Up Event- Large Event 24 Appendix 4: Liquor Licence Application Form for Barossa Panorama Pop Up Event 37 Appendix 5: Insurance Quotes for Barossa Panorama Pop Up Event- Arts Festival 46 Appendix 6: Insurance Quotes for Barossa Panorama Pop Up Event- Family Party 47 Appendix 7: Online Pop Up Application Form Example 48
Strategic Proposal- Pop Ups in the Barossa 3
Executive Summary
This purpose of this report is to assess the feasibility and benefits of Pop Ups in the Barossa Valley. Pop
Ups can be defined in a multitude of ways and translate into different events and opportunities for
different individuals and businesses A survey was conducted to gain insight into both the Barossa
community and local Barossa Businesses, and the feasibility and likelihood of a successful local Barossa
Pop Up. The survey reinforced the local demand for more Pop Ups and key benefits to the local region,
including commercial gains and community gains.
In order to confidently understand the feasibility and benefits of a Pop Up in the Barossa, it was vital to
similarly understand the processes and requirements involved in planning a Pop Up. This report
proposed a “Barossa Panorama” event at Mengler’s Hill, in order to showcase a unique Barossa location
for intimate events and pop-ups. This concept incorporated a glass of wine whilst watching the sunset
and enjoying the Sculpture Park. Barossa Panorama was planned with the intention of occurring on the
23rd
October, 2015. Unfortunately the planning process proved to be arduous and complicated with a
lack of information readily available to assist the Pop Up. Due to the nature of a Pop Up in itself being
undefinable, it became increasingly difficult to find the specific legal and council requirements for the
event. Barossa Panorama struggled to find clarity amidst the multitude of classifications for local
community events, and this impacted greatly on the feasibility of the Pop Up successfully occurring.
Furthermore, a key inhibiting factor was the allocated time for the Pop Up Event, as most of the
processes and applications involved to hold Barossa Panorama took several weeks to complete and
understand.
The findings from the Barossa Panorama are included in this report. This includes a breakdown of the
steps required to implement a pop up, and a graph which depicts the various legal and council
requirements. Recommendations are made to further highlight the need for a revision of the application
process and the council legislations which currently obfuscate the steps to planning a Pop Up and make
it difficult to successfully implement. These recommendations, along with reasonable forward planning
to allow for council, insurance and licensing approvals would see the potential for future successful Pop
Ups in the Barossa.
Strategic Proposal- Pop Ups in the Barossa 4
Pop Up Background Information:
The term pop-up is a broad definition which encompasses a wide variety of business ventures. A pop up by
definition itself is temporary and appears unplanned spontaneously. Pop ups can be in the form of retail
stores or events, both of which aim to reinvigorate and refresh a publicly or privately owned space. Pop ups
can serve to benefit a public space, or can also be implemented for financial business purposes.
Pop ups can also be non-commercial in nature and have goals outside of an economic frame. Benefits can
include health promotion, cultural vitality (music, art), reinvigorating of spaces (place making, safer streets),
combatting isolation (social gatherings) and social enterprise (dealing with community issues such as mental
health, truancy, homelessness). Pop-ups can also be used to complement businesses, and expose their brand
to new audiences, test new locations and products, and increase sales at a fraction of the cost of opening a
traditional store. (Cochrane, 2010)
Pop ups in the Barossa
The Barossa has a strong history of pop up events, despite not necessarily being recognised or classified as
pop ups. Historical events such as the Ziegenmarkt and other events within the Barossa Vintage Festival
(BVF), Peppertree Pop Up Shop and Tiny Nest Pop Up Shop. More recently Pop Ups in the Barossa have
been trialled with notable successful events being held such as; the Breakfast Rave, Little and Often, and the
development of a public Hub space on Murray Street, Tanunda. Pop Ups have shown good potential
benefits for the Barossa Community and tourism development. Despite the success of these events, there
were significant inhibiting factors involved, and there is a requirement for a simpler process in order to
encourage more Pop Ups to take place. A council guide or set of processes and regulations would be of great
assistance to future Pop Up holders.
Target Market for Pop Ups in the Barossa
Whilst the traditional target market for pop-ups is a younger demographic (Niehm, 2006) the benefit of a
local Barossa pop-up is the diversity and ability to target various consumers. According to the South
Australian Tourism Commission (SATC) the most popular reason for travelling to the Barossa are, eating
out at restaurants, visiting friends & relatives and visiting wineries, respectively (SATC,2014). According to
the Barossa Product Gap Audit, The Barossa is well represented in growing visitor markets, such as older
working and non-working married couples, however is also well represented in visitation of young/midlife
couples and young singles. There is a growing increase in activities such as visiting wineries, friends and
relatives, museums and art galleries but also in activity markets such as agri-tourism and visiting
history/heritage buildings, pubs and clubs. The largest age group of visitors to the Barossa were 45-64 years
of age with this age group accounted for 38% of total visitors to the Barossa. The second largest age group
visiting the Barossa were people aged 25-44 years, with 34% of total visitors. Visitors aged 15-24 years and
65+ accounted for 10% and 18% of total visitor numbers respectively. Comparing over different time
Strategic Proposal- Pop Ups in the Barossa 5
periods indicates that the 15-24 age group has lost market share to the 25-44 and 45-64 age groups.
(Australia, Department of Resource Energy and Tourism)
Research according to The South Australian Tourism Commission indicates that majority of domestic over
night stays visitors to the Barossa hail from Adelaide 47% followed by other South Australia 17%, New
South Wales 13%, Victoria 11%, Queensland 6%, Western Australia 3% and other 3%. (SATC,2014)
Analysis according to the Barossa Gap audit indicates that interstate visitors have been on the increase in the
Barossa Region, whilst international numbers have been declining. The Barossa is therefore a mature market
compared to other domestic wine regions in Australia (Barossa Product Gap Audit, 2011). This indicates the
need for tailored Pop Ups to suit these specific market needs of locals, visitors from Adelaide, surrounds
and interstate Australians. A global trend with Pop Ups is a growth in consumers who “want greater choice,
personalisation, and participation in the overall retail experience. This consumer also wants products,
communications, entertainment and marketing efforts that evoke emotion and stimulate their thinking”
(Cochrane, 2010). It is important for Barossa Pop Ups to engage with their target audience in order to
maximise interest and engagement. As the majority of visitors to the Barossa fall into the Generation Y
category, which is characterised by intensive internet use, Pop Ups will see great success in utilising social
media and digital marketing. (Sebastien Soulez, 2011).
Target Market for ‘Barossa Panorama’
The Barossa Panorama event would appeal to a wide target audience and vast demographic within the
Barossa community. The event would be targeted at Barossa Valley local residents and businesses as a
means to revitalise a community space that is often neglected. Menglers Hill has strong visitation numbers
from interstate and international tourists, however does fail to maintain strong support from the local
community. The event would appeal to families and younger couples, and would encourage locals to revisit
the Sculpture Park and appreciate the natural beauty that the Barossa has to offer. Findings from a survey
conducted in the local community, saw Menglers Hill being listed as a preferred space for Pop Up events to
be held, highlighted the potential for Pop Ups in this public space.1
1 Appendix 1: Figure 8- Suggested Venues for Pop Ups in the Barossa
Strategic Proposal- Pop Ups in the Barossa 6
PESTEL Analysis (Political, Economic, Social, Technical, Environmental, Legal)
This following is a PESTEL analysis for Pop Ups in the Barossa region.
PESTEL
FACTORS
TREND/RISK
IMPLICATION
Political
Competing for funding from
other wineries/ restaurants/
Government bodies
Council committed to
understanding the link between
‘Pop ups’ and revitalisation of
the region
Increasing need for approval
from council and community
Likelihood of
funding/donation of
money and time
No community support,
results in failure of
revitalising the area,
and risk of neglect of
the area.
Economic Due to economic climate,
companies/people may not
want to sponsor an event that is
a non-profit event
Local residents/businesses may
not want to volunteer their time
There may be other events in
the Barossa, where consumers
may want to spend their
money, as pop ups are ‘spur of
the moment’ and do not have a
stable reputation behind them
Loss of money for store
holder, landlord and
community
Lack of knowledge and
lack of trust may lead to
low consumer interest
Social
Experience and connections
made for tourist/locals
Lack of community support
Lack of volunteer support
Intangible/tangible benefits for
community and society-
undefined.
Lack of
consumer/business
connection
Lack of community
understanding and
support of benefits of
the event/shop.
Strategic Proposal- Pop Ups in the Barossa 7
Technical Relying heavily on social
media, such as twitter,
Facebook and Instagram to
promote social media, as may
not have funds for expensive
expertise to compete in social
media world.
Having a free source of
communication
May not reach a huge
audience
May not reach target
market
Legal Public Liability
Liquor laws impacting event
Copious legal work and effort
can go into a one off event
Difficulty getting applications
through to council approval
Occupational Health & Safety
concerns
Barriers to successful
implementation of the
event.
Risks to future events if
legalities are by-passed.
Environmental Sustainability
Environmental impacts on
community
Environmentally friendly
Weather unpredictability
Lack of environmental
awareness
Weather causes change
to planned event
Strategic Proposal- Pop Ups in the Barossa 8
Situation Analysis
Strengths, Weaknesses, Opportunities and Threats (SWOT) Analysis
STRENGTHS
Barossa Owned/ Produced
Eat Local- Sustainability
World class expertise and winemaking experience
Low staffing costs
Low set up costs
Low business overheard costs
Competitively priced in market
Niche product
Community benefits
Generates benefits by reintegrating culture and urban centres
Maintaining and creative more attractive buildings
Creating incentives to use old properties
Providing art/crafts people with low cost opportunity to pursue art and work
WEAKNESSES
Online Presence essential for marketing purposes
Client traffic unpredictable
No marketing plan/marketing manager
Limited social media presence
No clearly defined target market
Niche product
Large number of competitive offerings
Reliance on demographics and community happenings
Limited distribution
Slow Growth Rate
Seasonal
Winning the support of local business
Potential unknown costs
Liabilities and insurance risks
Location
No definite long term security
THREATS
Economy and Recession
Direct sales
Government regulation pop up shops
Substitutes- cheaper priced options
Community support or lack thereof
Reliance on landlords for ongoing business
Reliance on technology, POS systems and internet etc.
Other pop ups and competition
Potential Entrants into the Pop Up market
OPPORTUNITIES
Growing community interest in pop up and niche products
Online Marketing Opportunities
International market opportunities
Largely untapped markets within Barossa
Brand impact
Testing of market places and products
Potential to grow business and market share
Potential for ongoing alliances
Ongoing opportunities for exposure business for consumers and sellers
Strategic Proposal- Pop Ups in the Barossa 9
Survey Findings
A survey was conducted and targeted at Barossa Valley local residents and businesses to ascertain the level
of knowledge and support for Pop Ups in the local region. The general consensus was that Pop Ups are held
in high esteem and would be frequented on a regular basis if the opportunity existed locally. The findings
indicated that Pop Ups would have community support and that there is a need and want for pop ups in all
capacities (retail, event, food and beverage).
Of the 118 survey entrants, 76.79% have visited or purchased from a Pop Up venue, event previously, with
only 23.21% having never experienced a Pop Up2. This is a clear indication that Pop Ups are becoming
increasingly popular for both businesses and customers. When asked the main reasons for attending a Pop
Up the top answer was to purchase a new product or experience something new at 83.93%, followed
secondly by experiencing a new venue or location at 60.71%.3 This reinforces the potential benefit of Pop
Ups to serve as a way to reinvigorate public spaces within the Barossa Valley Region, and also to generate
new business growth and entrepreneurship.
The number one response given when asked what local residents and businesses would like to see at a Pop
Up was Food, Drinks and Consumables, with a total of 91.07% in favour, this was followed by Clothing at
71.43% and then Arts/Crafts at 66.07%.4 These findings highlight the Barossa Region as a food and wine
destination and reflect the potential for local businesses and individuals to capitalise on this demand through
a variety of food and drink Pop Up offerings, namely Pop Up venues. There is also a high demand for
Arts/Craft in the Barossa Region, which would work well in a Pop Up Retail or Market environment.
The key benefit given for Pop Ups to the local community were an access to different, interesting or unique
products followed closely by exposure to new products and venues- highlighted the community interest in
new upcoming business ventures, retail and venue locations and product ideas. Other significant benefits
included adding vibrancy to the Barossa region and supporting local producers, together with the
convenience of staying local and supporting local. 5 The disadvantages and difficulties of local Pop Ups
were also assessed, with the concern over limited opening hours and inaccessibility to locals being listed as
the number one concern. This was followed by a concern over local potential locations and a difficulty in
holding pop ups, together with a lack of awareness and advertising for local Pop Ups. Expense was also
highlighted as a concern, for both the attendees and the Pop Up holders. All of these concerns reinforce the
notion that Pop Ups are currently difficult to successfully run in the Barossa Region due to financial and
Council restraints in the advertising, legalities and logistics of a Pop Up.6
Overall a resounding 89.09% of respondents concluded that there is a significant need for Pop Ups in the
Barossa Region including Kapunda.7
2 Appendix 1 – Figure 1 Percentage of respondents who have previously visited a Pop Up 3 Appendix 1- Figure 2 Percentage of Reasons to visit a Pop Up 4 Appendix 1- Figure 3 Reasons for visiting a Pop Up 5 Appendix 1- Figure 5 Benefits of Local Pop Ups 6 Appendix 1 – Figure 6 Disadvantages of Pop Ups in the Barossa 7 Appendix 1 Figure 7- Percentage of Demand for Pop Ups
Strategic Proposal- Pop Ups in the Barossa 10
Collaborators/Stakeholder Analysis
Pop Ups should focus on developing relationships with collaborators who will assist in serving potential and
existing customers. In the case of the Barossa Panorama event, it is vital to ensure that all parties are on
board and that all legalities and regulations are adhered to in order to ensure the future success of Pop Ups.
These stakeholders would include:
1. Landlords, Property Owners
2. Barossa Light Council
a. To ensure legality of pop up
b. All permits and licenses
3. Barossa Police department;
a. Ensuring correct crowd management and legal business activities
b. Keeping the police department aware of any potential risks
4. Business Owners;
a. To encourage visitors to frequent pop ups
5. Governing Bodies:
a. Ensure public liability
b. Liquor Licensing
c. Food Handling Safety
d. Ensure adherence to all legal requirements
6. Community Members
a. Key community members with vested interests
7. Future Business Owners/Entrepreneurs
a. With potential and interest to implement future Pop Ups
Methodology, Implementation and Procedures
The considerations required in order to implement a Pop Up include:
1. Deciding on the Pop Up format
Will it be a retail Pop Up?
Will it be an event?
2. Choosing Pop Up Venue
Will it be aimed at revitalising a community space?
Will it be held in council property? If so are there council regulations to adhere to: ie.
Dry Zones
Will it be private property?
3. Application to Council
If Pop Up is in council space. Site plan will be required.
4. Will there be Food sales/trading
Food safety and handling form required
Risk assessment of Food Safety required
5. Will there be alcohol available?
Liquor licence required
6. Is the venue insured?
Public liability insurance is required if not privately held by business
7. Does the Pop Up require security?
Strategic Proposal- Pop Ups in the Barossa 11
If Pop Up is over a certain size
8. Are there public toilets and facilities?
9. Is waste management required?
10. First Aid considerations- risk assessments.
11. All other expenses- such as stock, lighting, electricity, water
The following chart captures the information required to hold a Pop Up in the Barossa Valley, with all of
the relevant requirements dependent on the size and format of the Pop Up.
Strategic Proposal- Pop Ups in the Barossa 12
Financial Analysis
The financial analysis in this report is based on the Barossa Panorama Event which falls into the large event
category, due to the sale/supply of alcohol and food. If a local business or individual was to apply for
council approval to hold a pop up event which differs from this event, there would be varying financial
implications and costs. There would also potential be further paper work and council requirements to
complete and comply to.
The costs for Barossa Panorama are as follows:
Public Liability Insurance:
Local Community Insurance Services-
If classified as an arts festival it was quoted to cost $323.68.
If quoted as a family party it would cost $220.18.
Liquor Licensing-
Is $79 if lodged more than 14 days prior to event
Is $158 if lodged within 14 days of event
Other Potential Costs:
Requirement for Extra bins- waste management $10 per bin
Traffic Management- if required for parking
Security Costs- if required
Fees payable to the Council- ie. Oval, Hall, Location Hire Fees
Set Up and Clean Up Fees
Electricity and Water
Food Handling, Safety and Cooling Costs
In the case of the Barossa Panorama Event, ultimately the inhibiting factor was the Public Liability
insurance as the event was proposed to take place on council property. A copy of the completed application
forms can be found in Appendix 2.
Strategic Proposal- Pop Ups in the Barossa 13
Marketing and Communication Objectives
The immediate essential communication objectives for Barossa Pop Ups are to raise awareness and
preference of the local businesses and locations, whilst maintaining consistency in the message across all
platforms of communication. Once consumers have an awareness of Barossa Pop Ups, the individual
businesses can begin to sell their message of quality and status, and seek to gain appreciation and
recognition from consumers. Ideally consumers will progress from awareness to knowledge, liking,
preference, trial and eventually become advocates of the individual Pop Up brands. The use of personal
channels of communication to engage directly with the target market will be the focus, with a shift away
from non-personal communication and mass media. Barossa Pop Ups requires a niche market following
which would be well achieved from personally targeted campaigns and marketing tactics. Mass media TV
and radio marketing will not achieve as high a return on investment as more personalized forms of
communication will.
It is important for the local community and Barossa Council to work together to foster a positive
environment for more feasible opportunities for pop ups. The following objectives will be the stepping
stones to the success of the Barossa Pop Up:
To increase brand awareness within the target market through a combination of local radio, magazine
and local Barossa digital media campaigns.
To increase the experience of Barossa Pop Ups through the use of council sponsored public spaces,
which achieve a trial within the target market. (I.e. The Hub space in Tanunda).
Create good will and positive attitudes towards Barossa Pop Ups, whilst educating the consumer
about the value of the products and benefits to the community.
Change the perception of Barossa Pop Ups and aim to raise the profile and value of Pop Ups in the
local market, ensure consistency with this message across all media and advertising platforms.
Achieve positive PR through the promotion of Barossa Pop Ups as a collective identity
Achieve and maintain regular attendance and interest of Barossa Pop Ups with ongoing support for
new Pop Up initiatives.
Promote Barossa Pop Ups through the creation of a centralized website portal for retailers and
consumers, “websites are a richer source of information which can be utilised to develop a strong
employer brand” (Baumann, 2008)
Motivate local businesses to be more supportive of pop ups
Increase local community demand for Pop Ups
Grow database of potential Pop Up retailers and venues within the Barossa region.
Strategic Proposal- Pop Ups in the Barossa 14
Evaluation, Feasibility and Recommendations:
The following findings are the result of the Barossa Panorama Pop Up event. The event was unable to
proceed due to legal and council requirements.
Recommendations to Council:
The council procedure for event applications is arduous and complicated. In order to encourage
future pop up events and the reinvigoration of Barossa areas, the council needs to allow for leniency
with short term pop ups.
The financial implications for a short term pop up in regards to legalities and council permits is quite
prohibiting, there needs to be a reassessment of the costs in order to enable pops ups to be financially
feasible.
A suggestion to remove the risk assessment section of the paper work required for an event. Upon
applying for an event there is a requirement for public liability insurance and the council assumes no
responsibility for potential risks. A risk assessment is an unnecessary requirement in this instance.
An alternative option is an easy to use form with suggested risks associated to certain venues to
make it easier for applicants to fill out the paper work.
Alcohol licensing is an absolute requirement that cannot be avoided in order to proceed with an event
selling/serving alcohol. Council requires alcohol licenses to be approved before the event will take
place, the entire process can prove to be difficult in order to achieve final approval.
Education within the council regarding the requirements and processes of Pop Ups so as to act as a
direct resource for local community members or interested Pop Up holders.
Creation of a centralised Pop Up application form/website form in order to simplify the process and
assist applicants in covering off all requirements. Currently the system is fragmented and
complicated and only serves to inhibit potential new pop ups which could benefit the community.
An example of a web based application form can be found in Appendix 15.
The Barossa Panorama Pop Up event faced the challenge of achieving all requirements in a timely
manner. By implementing a Pop Up Application form this could resolve time constraint issues and
allow more short term pop ups to occur.
A suggestion that the council look into the ability to be able to ‘purchase’ once off, short term
insurance through themselves, at a minimal cost to potential Pop Up holders.
The top reasons for visiting the Barossa is for restaurants, followed closely by wineries. The lowest reasons
to visit the Barossa are arts and galleries. It is important for potential pop up vendors to recognise these
interests and align their pop up to attract these consumers. As per our survey it was concluded that the main
reason for people to visit a pop up is for consumables such as food and wine.
Seasonality of the Pop Ups:
Pop ups rely heavily on seasonal tourism and local events.
The best time to hold pop up venues would be in Spring and early Summer, as people are more likely
to be visiting the Barossa.
Pop ups during Vintage months, January to May would be unlikely to attract large local crowds
Similarly during periods when events in other parts of the state are held (ie. Clare Gourmet, Fringe
Festival), the focus on Pop Ups in the Barossa could be diluted.
Suggested Pop Up Venues/ Concepts:
Menglers Hill- revitalisation of this beautiful space. Highlighting the Sculpture park
Barossa Cycle Pop Up Coffee Shop
Local food and wine related pop ups to support new local businesses
Nuriootpa Foodland Rejuvenation Space (refer to Appendix)
Strategic Proposal- Pop Ups in the Barossa 15
Acknowledgements
We would like to acknowledge the following individuals and organisations for their contributions towards
this report.
Maria McGann- Pop Up Barossa Mentor and past Future Leader
Andrew Dundon: Business Development Manager – Festivals & Events at Tourism Barossa
Kirsty Hage – The Barossa Council
Rebecca Tappert – The Barossa Council
Jo Seabrook- Manager, Tourism Services - The Barossa Council
Leanne Hutton – Foundation Barossa
Janelle Amos – Joint creator of The Breakfast Rave
References (2015). Barossa Pop Up Survey . Barossa : Barossa Future Leaders.
ABS. (2014, August). 6202.0 - Labour Force, Australia, Jul 2014. Retrieved October 12, 2015, from Australian
Bureau of Statistics:.
Barossa Product Gap Audit, ACE Group, 2011.
Department of Resource Energy and Tourism (2014), Barossa Prodcut Gap Audit. Page 32.
Barry, P. (2014, December). Recent Developments in markets for Australian wine. Agricultural Commodoties-
Abares, 79-89.
Cochrane, K. (2010, October 12). Pop Ups . Retrieved from Guardian :
http://www.theguardian.com/lifeandstyle/2010/oct/12/pop-up-temporary-shops-restaurants
Jlacic, J. (2013). The Role of Gender and Situational Factors in Wine consumption of Generation Y. South Eastern
European Journal of Economics and BUsiness, 48-56.
Niehm, L. S. (2006). Pop-up Retail's Acceptability as an Innovative Business Strategy and Enhancer of the Consumer
Shopping Experience. Iowa: Iowa State University.
Sebastien Soulez, C. G.-S. (2011). Marketing and generational segmentation: a critical analysis based on a sub-
segment of Generation Y.
http://web.b.ebscohost.com.ezproxy.lib.monash.edu.au/ehost/detail/detail?sid=0e83761d-2df4-4830-a438-
1f1fba6dab61%40sessionmgr115&vid=0&hid=109&bdata=JnNpdGU9ZWhvc3QtbGl2ZSZzY29wZT1zaXRl
#db=bth&AN=71887655: Recherche et Applications en Marketing (English Edition) (AFM c/o ESCP-EAP).
2011, Vol. 26 Issue 1, p39-55. 17p. 7 Charts. .
South Australian Tourism Commission. 2014. Barossa - Regional Tourism Profile 2012-
2014.http://www.tourism.sa.gov.au/assets/documents/Barossa(1).pdf. [Accessed 21 October 15].
Strategic Proposal- Pop Ups in the Barossa 16
Appendix 1 – Survey Results
Figure 1: Percentage of respondents who have previously visited a Pop Up
Figure 2: Percentage of Reasons to visit a Pop Up
Yes0 10 20 30
4050
Have you ever visited/attended/purchased …
0
10
20
30
40
50
Price / Bargain New product /Experience
Different / Newlocation or venue
Word of mouth /Referral
Why would you visit a Pop-Up?
Strategic Proposal- Pop Ups in the Barossa 17
Figure 3: Reasons to Visit a Pop Up
Figure 4: Likelihood of Purchase at Pop Ups
0102030405060
What do you /or what would you like to buy / visit at a Pop-Up?
48% 45%
7%
How likely are you to purchase at a Pop-Up rather then a
commercial retailer?
Very likely Both Not likely
Strategic Proposal- Pop Ups in the Barossa 18
Figure 5: Benefits of Local Pop Ups
Figure 6: Disadvantages of Pop Ups in the Barossa
Convenience
Different/interesting/unique products…
Close to home
Knowledge of products
Good atmosphere/social experience/fun
Exposure to new products/experiences
Good price
Adding vibrancy to the region/buying local
Giving small producers experience and…
What are the advantages of Pop-Ups for you?
Limited opening hours / closed when you…
Can be expensive
Limited choice/out of stock
None
Not 'long term' if very successful & popular
Risk of under delivering/no follow up…
Short notice/poorly advertised
Limited range of products
Location/hard to find/far away
Infrequent & inconsistent
Weather
What are some disadvantages of Pop-Ups for you?
Strategic Proposal- Pop Ups in the Barossa 19
Figure 7: Percentage of demand of Pop Ups
Figure 8: Suggested venues in the Barossa of Pop Ups
0 10 20 30 40 50
Yes
No
In the Barossa area, including Kapunda, do you feel there is a need
for Pop-Ups?
0 5 10 15 20
Lyndoch
Parks
Bethany Reserve
Greenock
Town Halls, historical buildings
Menglers Hill
Empty Shops
Community events, inc Rodeos, shows,…
Nuriootpa inc Train Park, Duck Pond, Mall,…
Angaston inc Train Station, parks etc
Wineries and nearby
Tanunda inc Rotunda, Goat Sq, Visitor…
Is there any Barossa locations/venues you would like to see used for Pop-
Ups?
Strategic Proposal- Pop Ups in the Barossa 20
Appendix 2: Council Application Form for Barossa Panorama Pop Up Event
Strategic Proposal- Pop Ups in the Barossa 24
Appendix 3: Council Application Form for Barossa Panorama Pop Up Event- Large
Event
Strategic Proposal- Pop Ups in the Barossa 37
Appendix 4: Liquor Licence Application Form for Barossa Panorama Pop Up Event
Strategic Proposal- Pop Ups in the Barossa 46
Appendix 5: Insurance Quotes for Barossa Panorama Pop Up Event- Arts Festival
Strategic Proposal- Pop Ups in the Barossa 47
Appendix 6: Insurance Quotes for Barossa Panorama Pop Up Event- Family Party