welcome
YAYASAN MUDRA SWARI SARASWATI Founded in 2004, the Yayasan Mudra Swari Saraswati is an independent, not-for-profit foundation committed to enriching the lives and livelihoods of Indonesians through a range of community-building arts and cultural programs. It was founded by Janet DeNeefe and Ketut Suadarna as a healing project in response to the first Bali bombings in 2003.
I’m delighted to declare the Ubud Food Festival 2016 an unqualified success. The Festival united thousands of hungry foodies, food professionals, and food enthusiasts to celebrate the archipelago’s diverse and vibrant culinary landscape. Our theme was ‘Go Local’, inspiring three days of programs and events, bursting with local flavours and local produce. In just one year, the Ubud Food Festival has grown significantly, and we see huge potential for it to grow further. The Festival is driven by the broader mission of the Yayasan Mudra Swari Saraswati, celebrating and promoting Indonesian culture and community. The Festival went much deeper than simply serving up plates of delicious Indonesian food; we created events and pathways for young Indonesian entrepreneurs and chefs, connected them with the people and businesses that can support their careers, and brought
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Ubud Food Festival 2016
them up-close to watch their idols in action. Through this, we aim to create a sustainable, world-class food industry. It’s vitally important to us to create a Festival that is multi-disciplinary, open, and cross-cultural. We want audiences from home and abroad to walk away having made new discoveries, learned new things, and experienced something they’ll never forget The Festival, along with its sister events the Ubud Writers & Readers Festival, would not be possible without the generous and ongoing support of our partners, patrons, and sponsors. If you’re passionate about Indonesian culture and community, I’d encourage you to contact us and find out how you can become part of this unique Festival family.
The primary goal of the foundation is to give full expression to the creative needs of Indonesia, its individuals, and its communities, while simultaneously showcasing the diversity and rich cultural traditions of the archipelago to the world. Creating an ongoing space for crosscultural exchange and open-minded dialogue and exploration, lies at the heart of the Foundation. It achieves this through its three core initiatives: Ubud Writers & Readers Festival, Emerging Voices Program and Ubud Food Festival. Through these festivals, programs, and associated activities, the foundation promotes Ubud as a centre for arts and culture, showcases the artists, writers and producers of Indonesia on an international stage, and helps Indonesians to reach their potential through educational and capacity-building programs.
Support Us The Festivals rely on the support of patrons, donors, partners, and audiences each year. In 2017, new opportunities will be available to reach our broad and diverse Festival audiences across Indonesia and the globe. Your patronage will play a core part in ensuring the Yayasan succeeds in its goal of enriching the lives and livelihoods of Indonesians, and promoting the wealth of Indonesian culture and community to the world. Contact our partnership team today to explore the opportunities: Saraswati Ratnanggana Partnership Manager saras@yayasansaraswati.org +62 361 977 408
Janet DeNeefe Founder & Director, Ubud Food Festival
Ubud Food Festival 2016
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FESTIVAL SUMMARY From May 27–29 2016, Bali’s cultural and culinary capital transformed for the second annual Ubud Food Festival. A festival of big tastes and fresh ideas, it was a culinary adventure with Indonesian food as the star. In 2016, the theme was ‘Go Local’, celebrating locally-grown and locallysourced produce, along with local ideas, local business, local influences, and more. The three-day Festival was bursting with flavor, bringing together more than 60 culinary icons from across Indonesia and the globe to take part in over 100 events. Thousands of passionate foodies descended on the Festival Hub @ Taman Kuliner, and surrounding venues, to experience the festival buzz, discover new foods, new ways of cooking, meet their idols, or find new ones. With events for every age group and every taste, the Ubud Food Festival was a truly multi-ethnic, multi-generational celebration.
50% of whom were Indonesian. Together, our audience collectively devoured over 12,000 plates of food over the course of three days. The Festival was successful in championing not just the fast-evolving and inventive Indonesian food scene, and exposing expats and travellers to the diversity of the archipelago’s cuisine, but also in supporting the local culinary industry by creating opportunities for aspiring chefs and entrepreneurs to develop and grow. “Our country has not done enough to promote our culinary diversity and wealth,” said culinary icon Bondan Winarno at the event. “I sincerely hope the Ubud Food Festival will more and more be the force to promote Indonesian traditional cuisines, particularly those with a focus on healthy eating.”
From fine dining at some of Ubud’s most celebrated restaurants, to in-depth forum sessions interrogating the future of the archipelago’s food industry, the program celebrated Indonesian food in all its forms, from farm-to-plate, producer-to-palate. The Festival’s growing audience is just one indicator of the event’s success, this year playing host to 8,000 people – more than
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Ubud Food Festival 2016
Ubud Food Festival 2016
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In 2016, the program grew in size by 44.4%, offering 105 events, of which 43.3% were free. There was a sizable increase in crowds at the dynamic Festival Hub @ Taman Kuliner. The Festival Hub welcomed audiences across both day and night, from the early morning yoga-goers and coffee addicts, to the night owls and culture vultures who partied at the Festival Stage and Festival Bar late into the evening. Along with three new day and night markets (Pasar Kuliner, Pasar Senggol and the Sunday Farmers Market), the Hub was home to the Think, Talk, Taste program (with talks on everything from sustainability to food photography), as well as films, music, yoga, and language classes. From the local Young Chefs’ Association Fruit Carving Competition, to the inaugural Bali Babi Blue Ribbon show (where the local Balinese black piglets competed to win the top prize!), the Festival Hub was a source of fun, culture, and discovery for all ages, and all walks of life.
TICKET SALES
3
85
3
days
events
main venues
3
3
31
markets
nights of live music & arts program
special events
14
14
think, talk, taste sessions
kitchen stage demonstrations
5 food tours
16
workshops
The Festival sold individual tickets to Special Events, Workshops, Food Tours, and the Kitchen Stage program at Indus Restaurant, with a total of 2,602 tickets sold marking a significant 106.8% growth on 2015.
A special offer was introduced to promote ticket sales – audiences could choose to buy three tickets to special events in order to get a ticket to the exclusive Opening Night Party.
Tiered pricing was offered to ensure access was equitable for local and international festival-goers. Complimentary tickets to the Kitchen Stage program were offered to local culinary students to provide the opportunity for learning and networking.
Ticket Sales
Program Overview
3
2
foodie films
morning yoga sessions
56.7% 43.3% paid
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Ubud Food Festival 2016
free
Ubud Food Festival 2016
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MARKET FEVER @ THE FESTIVAL HUB With a huge variety of stalls available at the Festival Hub @ Taman Kuliner, including the three markets along with the Festival Bar, and exclusive Coffee Corner, audiences were able to indulge in local produce, local goods, and local and international tastes.
Over
Over
Whether audiences were looking for gelato or gado gado, homemade pies or local homewares, nasi bakar or mie ayam bakso, the UFF 2016 markets had everyone covered.
95 stalls
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Ubud Food Festival 2016
IDR
12,000
640,000,000
plates of food sold
in revenue
Ubud Food Festival 2016
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OUR PARTICIPANTS We were delighted to welcome chefs, producers, restaurateurs, entrepreneurs, food writers, journalists, and creatives from across Indonesia and the globe.
Indonesian guests included:
Bondan Winarno
Farah Quinn
Petty Elliott
Sisca Soewitomo
Bara Pattiradjawane
Helianti Hilman ( Javara Indonesia)
International guests included:
The second annual Ubud Food Festival Lifetime Achievement Award was presented to Ibu Sisca, one of Indonesia’s most-loved and best-known chefs. In recognition of her contribution to Indonesia’s culinary heritage, the ‘ibu’ of Indonesian cuisine, Sisca Soewitomo, was presented with the Festival’s Lifetime Achievement Award in 2016. The award recognises Indonesian chefs who have dedicated their careers to the industry and helped inspire the next generation of culinary talent. Many young Indonesians have grown up reading Ibu Sisca’s cookbooks and watching her cooking shows on television, as she helped pioneer Indonesian cuisine in the 21st century.
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Ubud Food Festival 2016
Petrina Tinslay
Margarita Fores
Jesse McTavish (The Kettle Black)
Frank Camora (MoVida)
Julien Royer (ODETTE)
Bart Van Olphen
Will Meyrick (Hujan Locale)
Kevin Cherkas (Cuca)
Duncan McCance (Bisma Eight)
Chris Salans (Mozaic)
Eelke Plasmeijer (Locavore)
Local guests included:
Will Goldfarb (Room4Dessert)
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AUDIENCE ANALYSIS In 2016, the Ubud Food Festival attracted an audience attendance of 7,912 people, marking a 19.7% increase on 2015.
DID YOU COME TO UBUD SPECIFICALLY FOR UFF?
Our Indonesian audience grew substantially, with 58% of the audience identifying as
Yes
Indonesians, a 31.8 % increase on 2015.
No
NATIONALITY
Gender
60%
Female
Indonesian
Male
Australian
40%
21% 21%
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Media (TV/Radio)
61%
58%
<16 y.o 16 - 22
Indonesian
23 - 34
Australian
35 - 50
Other
20%
8%
18%
51 - 64
35%
Ubud Food Festival 2016
65+
UFF Website Facebook Instagram Other
14% 7% 12%
30%
10% 15% 11% 1%
WOULD YOU ATTEND THE UFF AGAIN?
14%
COUNTRY OF RESIDENCE
8% 14%
Advertisement (in print)
22%
Other
Age
Word of mouth Advertisement (online)
39%
2% 1%
HOW DID YOU FIND OUT ABOUT THE UFF?
WHICH DAYS DID YOU ATTEND THE UFF? Yes
Friday
No Undecided
Saturday
1%
Sunday Friday & Saturday
61%
8%
14%
Friday & Sunday Saturday & Sunday 3 day
14% 8%
28% 27%
74%
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PARTNERS & SUPPORTERS The Festival wouldnâ&#x20AC;&#x2122;t be possible each year without the generous support of our partners across all sponsorship and patronage categories. The Festival was thrilled to partner with so many local businesses and producers, who were a key part of bringing the Festival to life. Partner support is critical in offsetting the significant costs of running a not-forprofit organization. It ameliorates production overheads, provides venue use, supports community-focused free events, promotes the festival, enables the attendance of leading chefs, and many other kinds of essential in-kind support. With the greatest of thanks to our 2016 Ubud Food Festival partners and supporters.
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FESTIVAL COMMUNICATIONS Brand
Advertising and Advertorial
With a 100% in-house design, the 2016 Festival branding was designed to be eye-catching, highly communicative, and evocative of the fun, open, and participatory vibe the Festival hoped to create in 2016.
2500 Program Books
Using the Festivalâ&#x20AC;&#x2122;s signature bright orange color, with rich supporting colors in teal and aubergine, plus a distinctive font and hand-drawn illustration, the branding was contemporary, playful, and high-impact.
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79
100 X-Banners (at the Festival Hub and event locations around Ubud)
%
were impressed /very impressed
3000 printed map + schedule inserts 1000 Posters 1000 flyers (in Bahasa Indonesia and
5 Ubud Banners 2 Billboards
English)
66 Advertising Placements
100 Umbul- Umbuls (at the Festival Hub
including full-page ads, half-page ads, web banners, app advertisements, social media promos, and more
and event locations around Ubud)
Ubud Food Festival 2016
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Merchandise
2
BILLBOARDS
1600 tshirts
500 tote bags
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DIGITAL AUDIENCE STATISTICS E- NEWS
SOCIAL MEDIA
The implementation of a pop-up on the website achieved a significant spike in e-news sign-ups. Over the campaign period, subscriber numbers went from 472 to 1,320, an increase of 179.7%.
Focus this year was given to growing core audiences on Facebook, Instagram and Twitter, and ongoing collaboration and cross-promotion between our partners — both speakers and venues. Across all three platforms the number of followers more than doubled. In order to focus, engage and grow the Festival’s younger audience segments, a new initiative — the ‘Foodie Family ’— was introduced with great success, inviting active social media users and influencers to join us in promoting and talking about Indonesian foodie culture, and the Ubud Food Festival.
WEBSITE
18,339
127,641
users
page views
332,684
49,001
3921
83.7%
people page reach
people festival week reach
followers
audience increase
The media team was proud to facilitate a livestream of chef Bart Van Olphen and Bara Pattiradjawane to Jamie Oliver’s Food Tube Channel on Facebook, reaching a potential audience in excess of 500,000 people.
51.9% follower increase
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MEDIA Pre-Festival coverage From January 2016, the Ubud Food Festival enjoyed extensive coverage across food, lifestyle and travel media. Highlights included exposure in worldclass international publications spanning The New York Times, The Sydney Morning Herald, the Age, Traveller.com. au, The Guardian, Selector, Gourmet Traveller, Selector Wine & Dine, Conde Naste, Lonely Planet, AWOL, NineMSN, SilverKris (Singapore Airlines In-Flight), Going Places (Malaysia Airlines InFlight), Tiger Tales (Tiger Air In-Flight), International Traveller and Epicure Asia. Across national media, the Ubud Food Festival was promoted in high-profile publications including Kompas, CNN and Republika, as well as Colours (Garuda InFlight) and Travel360 (AirAsia In-Flight) magazines. Spanning more than 15 countries including Indonesia, Australia, America, Singapore, Malaysia, Cambodia, the Philippines, Thailand, Vietnam, Brunei, Laos, China and Turkey, the combined media readership of coverage was more than 60,000,000 people, an increase of 65% from the previous year.
On-the-Ground Festival Coverage Southeast Asia Globe, Jakarta Post, Hello Bali, JJK, NOW! Bali, NOW! Jakarta, Exquisite Taste, Asia Dreams, FoodieS, Qubicle, Get Lost, Bali Advertiser, Smudge Publishing and 87.8FM Bali, to the combined value of more than IDR1,800,000,000 (USD$130,000).
On 26 June, the Ubud Food Festival, in partnership with Warwick Ibah, hosted a highly successful press call attended by more than 50 international, national and local press representatives. Over the course of the Festival, 80 registered media generated coverage across countries including Indonesia, Australia, Singapore, Thailand, Malaysia, the Philippines, Malaysia, the United Kingdom, the United States, and Switzerland, and undertook more than 75 interviews with chefs and culinary icons. Highlights from press representation included Travel + Leisure, The Guardian, Wine & Dine Asia, Bangkok 101, News. com.au, Slow Food (UK), Delicious (Australia), Indonesiana Tempo, Kompasiana, CNN Online, CNN Indonesia TV, Kompas TV and Bali Radio, as well as being featured in the premier episode of the new TransTV show, Kelana Rasa.
Contributing to International and national awareness of the Festival was an extensive network of media partners including Femina, Harpers Bazaar, Her World,
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FEEDBACK Vendors
Audiences
“Extended festival time, maybe 4 day or 5 day :D” — Sunaka Jewelry.
“Really enjoyed this festival. Looking forward to 2017. You have all done a great job”
“The team was very good at supporting and being professional with the set up of the stalls etc.,” Andrea – Samadi Bali. “Great organizing – easy communication – we supported each other – good branding – beautiful set up and design.” Andreea – Stark Beer. “Congratulations, event was marvelous, looking forward for the next event,” Zakaria – Avani.
Sponsors “Great job,” Samy – Monsieur Spoon.
“Really has a good vibe this year, feels like everything has come together. Very enjoyable way to spend our evening, great opportunity to try different places that we normally wouldn’t get to. Looking forward to next year already.” “LOVED the entire two days we were there. Thank you team UFF and a big congrats. See you next year.” “I tried food from restaurants I would otherwise have never made it to in Taman Kuliner, so it was great!”
“You guys are doing something very special and we all love the energy you are doing it with...” Eelke Plasmeijer – Locavore. “I can’t wait for next year!!!!!” Jeremy Gatelet – Gelato Secrets.
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