MMCS Events The Northwest Chocolate Festival - overcoming its biggest challenge by staying true to their vision

Article Information

  • Posted By : Marina Vatav
  • Posted On : Aug 27, 2015
  • Views : 2019
  • Category : Planning
  • Description : The events world is traditionally divided into trade shows and consumer events. But what happens if you mix the two? Does it become for everyone, does it become for no-one?

Overview

  • Brian CisnerosBrian Cisneros, Founder, NW Chocolate Festival

    The events world is traditionally divided into trade shows and consumer events. But what happens if you mix the two? Does it become for everyone, does it become for no-one?

    Nine years ago, enthusiastic and committed to community building and social development, Brian Cisneros started The Northwest Chocolate Festival. His vision was to bring people together around something they love, chocolate.

    "My mission was how do we connect people with their food, and what would it be like to produce the best chocolate event ever with people who really care about what kind of chocolate it is and where it comes from," remembers Brian.

    He brought into the show farmers to share their stories around growing cacao, chocolate makers, equipment manufacturers, retailers, industry professionals, and.... the general public.

    The decision to bring the general public into an event that would normally be a trade show has turned out to create huge challenges for Brian and his team.

    The companies were not used to participating in consumer events, and did not resonate with that vision. They clearly wanted a trade show. It became difficult to convince them to take part in the show.

    "Honestly, because we have let the public into our show, that has been one of the biggest hurtles in getting new sponsors from within the industry that represent the caliber of products that we are committed to present," said Brian.

    Overcoming the challenge

    Despite the challenges they faced, Brian and his team decided not to give up on their vision of bringing the industry and the general public together in one show. Instead, they committed to putting on the best event they can. Then, they invited industry representatives to just come and experience the show to see if they like it. Many companies were convinced. It worked.

    NW Chocolate FestivalNW Chocolate Festival

    "You have to prove yourself to people, and sometimes they just have to come and experience your work and then they see what's happening and they say: 'Wow, we definitely want to be part of this',” said Brian.

    "It's just not kicking the rejection from different companies when they are not able to support your work, not taking that personally, but forging ahead with your vision and knowing that when the time is right they will come and join you."

    Also, year after year Brian and his team incorporated more and more activities that interested the industry.

    They have included more business-to-business opportunities; they have added two days of industry-only conference prior to the festival; and this year, they are opening up a brand new trade and industry section of the show that is for those companies that would traditionally do trade shows.

    "That has proven to be a huge draw for the industry, and has gotten the attention of many more companies than us being a consumer show alone. That took us many years before we were able to add that to our production. We are experiencing a surge in the participation from the industry," says Brian.

    Growth

    Today, at its seventh edition to take place on October 3-4, 2015, in Seattle, WA, The Northwest Chocolate Festival is one of the biggest chocolate events in the world. This year, they expect 12,000 attendees, over 100 companies, and chocolate makers from 30 countries.

    The Northwest Chocolate Festival produces the largest education program in the world on chocolate that is open to the public. Last year they organized 82 workshops and education programs during the show. This year they will have 7 stages in the workshop room operating simultaneously all weekend long. They have a culinary kitchen stage, a trade and industry stage, and a keynote stage. There is a section where the public can grind cacao by hand, the traditional way; farmers' workshop room; a truffle and a bar room for chocolate tastings; and chocolate maker story room where chocolate makers gather to share their stories about how they develop flavors, and how they make chocolate. It's a truly colorful and tasty event.

    "Now we have shown in our particular production that this is one of the top events for chocolate in the world today. And the fact that we let consumers in has actually become one of our strengths," noted Brian.