Allison Cafe

The 1st Annual La Jolla Art and Wine Festival 2009

This past Saturday my husband and I attended the 1st annual La Jolla Art and Wine Festival. A section of Girard Ave between Pearl and Genter Streets was blocked off for the event. The cost to enter was $7 per adult. The festival featured various artists, live music and a wine and beer garden featuring local wineries and breweries. We thoroughly enjoyed the event and especially appreciated the opportunity to try local wines that we had not heard of previously. We especially enjoyed the Cabernet Franc from La Serenissima Vineyard.

The event was marketed in a variety of local publications, and we noticed posters hanging in local stores around town preceding the event. As a marketer, I particularly appreciated the fresh look and uniformity of their marketing materials. I love how the logo incorporated the two themes of the event, wine and art. The event seemed busy when we were there on Saturday, so hopefully they were able to meet their goal of 5,000 visitors and to raise $100,000. The event was a fundraiser for the local schools:

“Created by Friends of La Jolla Elementary, Inc as an extension of its popular and well-established Open Aire Market, this event will donate all its proceeds to under funded programs at three area public schools that are part of the financially troubled San Diego Unified School District: La Jolla Elementary, Torrey Pines Elementary, and Bird Rock Elementary. These critical programs include art, music, science, physical education, technology, and on-site medical care by a school nurse. For over ten years, the La Jolla Elementary School’s Open Aire Market has united the community each Sunday to enjoy a lively market featuring certified farmers, unique artisans, and local entertainment while supporting local education.”

The event appeared well organized and well staffed. They had information booths throughout the event, as well as volunteers that could be easily identified by their festival t-shirts and tanks. There were additional opportunities throughout the event to make donations, bid in silent auctions and purchase event t-shirts, tank tops or bags. I purchased one of the bags for $5 (image above). They did also have a children’s art area as well for the younger visitors.

Before I give the event a glowing review (which it deserves), it would only be fair to state our few criticisms of the event. The event seemed full of vendors, but the cost for a booth space was high in our opinion, so we wondered if we missed out on some local artisans. Also you really don’t get much for the entry fee other than access to the event, which included live musical performances and activities for the children. Other than that everything else had a cost associated to it. But the entry was only $7 and the proceeds go to our local schools so we were happy to participate and spend money at the event. Hopefully next year some sponsors will consider giveaways or door prizes/raffles, etc. in order to further draw in the crowds. And perhaps they will consider having a smaller section in the elementary school’s playground for smaller vendors. Overall we thought the event was well done though, and we hope that it met its goals so that they consider doing it again next year.

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