smoothfm’s continued extension into the experiential arena saw over 110,000 people turn out to attend the second annual smooth Festival of Chocolate, a partnership between NOVA Entertainment and Sydney Harbour Foreshore Authority, in The Rocks on 12 and 13 September.
With returning partner Callebaut and Arnott’s Tim Tam on board for the first time, together with Ambassador’s Adriano Zumbo and Shangri-La Hotel Sydney’s Anna Polyviou fronting the event, the smooth Festival of Chocolate secured record crowd numbers for a weekend food festival and 63% increase on last year’s attendees (which we reported here, making sure to test all the stalls to verify the high quality of chocolate on display).
In addition, over 5000+ photos were posted to Instagram using the official #smoothchocfest hashtag which reached over 1 million people socially during the event, demonstrating the festival’s popularity.
Luke Minto, NOVA Entertainment Sydney Station Operations Director said, “We have created a chocolate monster! Our smoothfm brand continues to hit the ‘sweet’ spot for Sydneysiders. The strategy from this success is to extend the smoothfm brand to relevant content that appeals to a huge audience. We are already planning for 2016 and look forward to delivering again for our existing and new partners.”
Catherine Gallagher, SHFA CEO said, “The terrific turnout in The Rocks clearly demonstrates the growing popularity of this outstanding event, which is sure to cement itself on Sydney’s annual calendar of must do events.”
Queues formed throughout the festival in First Fleet Park as guests enjoyed chocolate creations from over 19 stall holders. The Black Star Pastry’s renowned strawberry watermelon cake, Adriano Zumbo’s chocolate creations, N2 Extreme, Anna Polyviou’s Waga-Annas and The Vogue Café’s donut topped milk shakes sold out with stock orders having to be doubled for the final day of the festival. Chocolate and dessert vendors throughout the festival were not the only ones to benefit with regular market food stallholders recording a large spike in sales.
The Callebaut Test Kitchen returned for a second year with huge crowds watching some of the best pastry and dessert chefs demonstrate their signature chocolate dishes including Adriano Zumbo, Anna Polyviou, Le Renaissance’s Julia Taylor, InterContinental Hotel Sydney’s Tamas Palmer and Double Bay’s Julien Pouteau and The Black Star Pastry’s Christopher Thé.
Gary Willis from Callebaut said, “Callebaut being the leader in chocolate, it is important for us to link our brand with the best events for chocolate. With smooth Festival of Chocolate, we have stayed true to this commitment, it is truly the best event for all things chocolate in Australia which also gives Callebaut maximum exposure. With a dedicated and professional team behind it, smooth Festival of Chocolate brings the best of Aussie chocolate to Australian chocolate lovers. Callebaut look forward to supporting this event in 2016!”
Partnering with the festival for the first time, Arnott’s Tim Tam Temptation Tent was a popular attraction located in front of the MCA. There was a constant queue to sample the iconic brand’s entire range including new flavours from their Ambassador Adriano Zumbo as well as their bite-sized indulgent treats, Chocolicious.