Carnival Celebration – Photography Credit Sergio Souza

Our Work

A ‘global table’ to connect Victoria’s food and agriculture industry with the world

The Organisation - Department of Economic Development

The Challenge – Creating a platform for Victoria’s food industry to integrate across agriculture, trade and investment, and the visitor economy, while simultaneously bolstering Victoria’s presence in the global food chain.

In partnership with the Victorian State Government and Victorian food industry, the project team developed Global Table a new internationally-food and agriculture-focused business event as part of the State’s Food & Beverage Strategy. 

The summit includes a partnership between Seeds & Chips and Food + Wine Victoria to position Australia as the destination for investors and traders to connect with business leaders from across the Asia-Pacific region.


  • The largest food beverage agribusiness event ever to be staged
    in Australia (Scheduled for September 2019)
  • An expected 5000 summit participants

Bringing Melbourne's very first House of Food & Wine to life

The Organisation - Melbourne Food and Wine Festival

The Challenge – Creation of a temporary space which offered extraordinary food and beverage experiences to showcase Melbourne and Australia, while meeting the needs of a diverse stakeholder audience and appealing to both local and international festival-goers.

The House of Food and Wine, MFWF’s home and heart in 2017, featured a curated Victorian-focused wine bar, event space, private dining room, laneway, and upstairs gallery.

Throughout the Festival, 14 different events were staged, including a sustainable seafood dinner, wine speed dating nights, and outdoor fire and coal cooking dinners.


  • 4000+ local interstate and international visitors
  • 40+ Australian winemakers and sommeliers
  • 100+ creative collaborators

A collaboration between two of the world's leading culinary events

The Organisation - Melbourne Food and Wine Festival

The Challenge – To increase non-Victorian visitation to the 25th Melbourne Food and Wine Festival while simultaneously reinforcing Victoria position as a global food destination.

Successfully orchestrated the 25th Anniversary Festival to coincide alongside the Worlds’ 50 Best Restaurant Awards hosted in Melbourne.

As part of the partnership, eight chefs whose restaurants had featured on
The World’s 50 Best Restaurants hosted Masterclasses, and the series was
a sell-out.

Many of the world’s leading food and wine media also flocked to the state to partake in celebrations, increasing awareness for the Victorian food and hospitality industries


  • 270+ events across Victoria
  • International PR value for MFWF was $8.75million, an 86% increase
    on 2016
  • 246,000+ attendance (Non-Victorian paid attendance increased from 7%
    to 10%)

Defining brand and delivering on the promise

Organisation - Tahbilk Winery Estate

The Challenge – To clarify and agree on the visitor experience and key messaging to grow new audiences to both the Estate and Wine Club.


A workshop was designed integrating global trends and recent consumer insights with the Estate’s own data sets, consumer and product knowledge.

The project team developed and agreed on key brand pillars together with an overarching positioning statement and a go forward plan outlining the priorities and project timelines.


  • Brand pillars and key messaging integrated into Tourism & Visitation plan ready for execution
  • New target audiences identified and product alignment underway
  • Master planning commissioned to identify medium to longer term site opportunities

Building unique consumer experiences around events

The Organisation - Cradle Coast Authority, Tasmania

The Challenge –To increase the desirability of the region, visitation, length of stay, yield as well strengthening the industry’s event capability.

As an associate of Sparrowly Group we undertook a rigorous industry consultation program including:

  • 34 participants across two days of workshops with representation from council, event organisers, venue owners and education sector
  • one-on-one industry stakeholder interviews
  • in-depth interviews with key events identified in the workshops.

The stakeholder input together with macro and micro data provided a comprehensive strategy for events in this region to:

  • Capitalise on the strength of Tasmania’s tourism industry
  • Build a calendar of high-quality events, particularly during winter
  • Secure diverse and innovative events and festivals for the region
  • Develop the capacity of professional event coordinators, managers and volunteers
  • Drive economic activity in the region and support the arts community.

Creating Restorative Consumer Experiences focussed on wellbeing

Organisation - The Kuan Tao Community

The Challenge –Identify the opportunities and challenges for a potential new spiritual and wellbeing development.

Stakeholder survey interviews

  • An environmental scan of the wellbeing and tourism sector globally
  • Stakeholder workshop to determine priority tourism audiences and their corresponding needs in terms of the physical assets
  • Research into state and local marketing insights for stakeholder negotiations and development of marketing plans


Through stakeholder input together with global and local marketing insights provided a product development strategy was report:

  • Delivered on the values and services to meet the community’s expectations and beliefs
  • Prioritised facilities outlined in the business plan to meet both the community and the visitor requirements
  • Identified priority visitor audiences that can be targeted for spiritual and wellbeing tourism.

“By coinciding the Festival with the 50 Best program, it helped create a once-in-a-generation culinary buzz in the city of Melbourne that will, I’m sure, resonate in future years”.

William Drew — Group Editor the World's 50 Best Restaurants