What she plans:
Marti Milks is the show manager for the National Bridal Show, held twice a year, and the Toronto Wine & Cheese Show, both owned by Premier Publications & Shows, a division of Metroland Printing, Publishing & Distributing.
Favourite cocktail: Any martini
Favourite appetizer: Ha Gow Chinese dumplings
What she's reading: Winning by Jack Welsh, former C.E.O. of General Electric
Career path:
Milks joined Metroland five years ago. Previously, she worked for National Showbiz, Milks also helped launch the Success with Gardening and Baby Time shows. Before joining National Showbiz, she worked at Laurentian Media on Man Style, a show focusing on international men's wear. Currently Milks is contracted as show manager during the run of Success with Gardening.
How do the National Bridal Shows and Toronto Wine & Cheese Show differ?
The bridal events rarely fluctuate, attracting from 15,000 to 18,000 attendees per show. Wine and cheese drew about 30,000 attendees last year. Bridal always draws a new crowd, whereas wine and cheese brings in both repeat and new consumers.
How do you generate traffic at the shows?
Promotions are key. For bridal this year, I did a "Dig for the Diamond" promotion. One of my cake designers built a five-foot-high cake with an $8,500 diamond ring buried in it. Two girls dressed in bridal gowns dove into the cake at the show. Also, the National Bridal Show was one of the first companies to become involved in podcasting. For example, we embedded messages about Dig for the Diamond on CHUM FM podcasts. These smart promotions then appear on the news and that generates publicity for the shows, which increases attendance. Gathering ideas and sharing information is important as well. You have to belong to industry associations. I'm a member of Bridal Show Producers International; every year, I go to their conference and get great ideas. On the wine and cheese side, I belong to Ontario Wine Importers of Spirits and Beers
Toronto Wine & Cheese Show doesn't have any real competitors. Why is that?
The market is logistically difficult and riddled with rules and regulations, so starting something fresh is tough. Also, we?re now in our 26th year, and are well established. We do have vertical-market niche competitors like the LCBO's Whisky Live, but they are much smaller than us.
What changes have you made to the Toronto Wine & Cheese Show since taking over?
The Toronto Wine and Cheese Show is a massive event—it's an eating and drinking culinary appreciation destination for an entire weekend. When we took over last year, my mandate was to make it the best event of its kind in the city. To accomplish this, we realized that we needed to be about more than just alcohol. We had to become a place where both newbies and aficionados could learn about food and drink. So I incorporated a tutored tasting seminar and pairings program. Plus, for entertainment, we introduced in a jazz garden theme.
What are some of the key factors to consider when creating a show?
You have to keep style and design first and foremost in any show. My mandate is to produce shows that have value for the consumer and also are successful for the exhibitor. You have to consider traffic flow, and be mindful that each show has its own unique needs and presents its own individual challenges. The age demographic of our bridal shows is 24 to 35. The shows must be beautiful, creative, and very fashion forward. The demographic of our wine and cheese event is 19 to 74. Here, we're trying to create an atmosphere in which people can appreciate and learn about new wines and beers, so we need to provide places for taste testing and food and beverage pairings. We also have exhibitors that represent whole countries and even regions of the world, which means we have to supply space for huge trade booths.
Which is more difficult to plan, the National Bridal Show or the Toronto Wine & Cheese Show, and what are the logistics involved that make it so difficult?
The Wine & Cheese Show is definitely more difficult. There are so many moving parts with this one. It's really a number of shows within a show, and it's like we're building a little city with seminar programs, tutored tasting, and food pairings. At any given time, we're dealing with about 20 people for each educational component, and we also have to manage the logistics of setting it all up. Because alcohol is served, the exhibitors have to obtain special occasion permits through the LCBO, which, itself, sets up an entire store at the show. We also have to obtain liability insurance, as do each of our exhibitors.
How do you handle guest safety and security at the Toronto Wine & Cheese Show?
Since taking over the show, we've brought in a new security company, Eastley Security, which has a lot of restaurant and bar experience in downtown Toronto. As well, we give free exhibit space to the Peel Regional Police and offer shuttle buses to and from the show.
Can you tell us about a particular lesson you have learned in your planning experience?
At a National Bridal Show a couple of years ago, we gave away a $25,000 wedding—the catch being the couple had to get married live on stage at the July 31 show. They received a dress, tuxedo, and reception, all sponsored by The Bay. It was absolutely incredible; it went off perfectly and was an excellent promotion. But my staff was taxed by the end; and so were my resources. We learned an important lesson: When you're putting together a show, don't try to produce a secondary event of a large magnitude on top of it. You need to keep your core product in focus.
If you could produce a dream show anywhere about anything, what you produce?
On a personal note, I love eating and drinking, and professionally, I love the challenges we have taken on with the Wine & Cheese Show. So I would make it a road show, producing niche events in places like Tuscany, Paris, Champagne, the South of France, and California, with a focus on the culinary delights and wines of the regions.
.
Marti Milks is the show manager for the National Bridal Show, held twice a year, and the Toronto Wine & Cheese Show, both owned by Premier Publications & Shows, a division of Metroland Printing, Publishing & Distributing.
Favourite cocktail: Any martini
Favourite appetizer: Ha Gow Chinese dumplings
What she's reading: Winning by Jack Welsh, former C.E.O. of General Electric
Career path:
Milks joined Metroland five years ago. Previously, she worked for National Showbiz, Milks also helped launch the Success with Gardening and Baby Time shows. Before joining National Showbiz, she worked at Laurentian Media on Man Style, a show focusing on international men's wear. Currently Milks is contracted as show manager during the run of Success with Gardening.
How do the National Bridal Shows and Toronto Wine & Cheese Show differ?
The bridal events rarely fluctuate, attracting from 15,000 to 18,000 attendees per show. Wine and cheese drew about 30,000 attendees last year. Bridal always draws a new crowd, whereas wine and cheese brings in both repeat and new consumers.
How do you generate traffic at the shows?
Promotions are key. For bridal this year, I did a "Dig for the Diamond" promotion. One of my cake designers built a five-foot-high cake with an $8,500 diamond ring buried in it. Two girls dressed in bridal gowns dove into the cake at the show. Also, the National Bridal Show was one of the first companies to become involved in podcasting. For example, we embedded messages about Dig for the Diamond on CHUM FM podcasts. These smart promotions then appear on the news and that generates publicity for the shows, which increases attendance. Gathering ideas and sharing information is important as well. You have to belong to industry associations. I'm a member of Bridal Show Producers International; every year, I go to their conference and get great ideas. On the wine and cheese side, I belong to Ontario Wine Importers of Spirits and Beers
Toronto Wine & Cheese Show doesn't have any real competitors. Why is that?
The market is logistically difficult and riddled with rules and regulations, so starting something fresh is tough. Also, we?re now in our 26th year, and are well established. We do have vertical-market niche competitors like the LCBO's Whisky Live, but they are much smaller than us.
What changes have you made to the Toronto Wine & Cheese Show since taking over?
The Toronto Wine and Cheese Show is a massive event—it's an eating and drinking culinary appreciation destination for an entire weekend. When we took over last year, my mandate was to make it the best event of its kind in the city. To accomplish this, we realized that we needed to be about more than just alcohol. We had to become a place where both newbies and aficionados could learn about food and drink. So I incorporated a tutored tasting seminar and pairings program. Plus, for entertainment, we introduced in a jazz garden theme.
What are some of the key factors to consider when creating a show?
You have to keep style and design first and foremost in any show. My mandate is to produce shows that have value for the consumer and also are successful for the exhibitor. You have to consider traffic flow, and be mindful that each show has its own unique needs and presents its own individual challenges. The age demographic of our bridal shows is 24 to 35. The shows must be beautiful, creative, and very fashion forward. The demographic of our wine and cheese event is 19 to 74. Here, we're trying to create an atmosphere in which people can appreciate and learn about new wines and beers, so we need to provide places for taste testing and food and beverage pairings. We also have exhibitors that represent whole countries and even regions of the world, which means we have to supply space for huge trade booths.
Which is more difficult to plan, the National Bridal Show or the Toronto Wine & Cheese Show, and what are the logistics involved that make it so difficult?
The Wine & Cheese Show is definitely more difficult. There are so many moving parts with this one. It's really a number of shows within a show, and it's like we're building a little city with seminar programs, tutored tasting, and food pairings. At any given time, we're dealing with about 20 people for each educational component, and we also have to manage the logistics of setting it all up. Because alcohol is served, the exhibitors have to obtain special occasion permits through the LCBO, which, itself, sets up an entire store at the show. We also have to obtain liability insurance, as do each of our exhibitors.
How do you handle guest safety and security at the Toronto Wine & Cheese Show?
Since taking over the show, we've brought in a new security company, Eastley Security, which has a lot of restaurant and bar experience in downtown Toronto. As well, we give free exhibit space to the Peel Regional Police and offer shuttle buses to and from the show.
Can you tell us about a particular lesson you have learned in your planning experience?
At a National Bridal Show a couple of years ago, we gave away a $25,000 wedding—the catch being the couple had to get married live on stage at the July 31 show. They received a dress, tuxedo, and reception, all sponsored by The Bay. It was absolutely incredible; it went off perfectly and was an excellent promotion. But my staff was taxed by the end; and so were my resources. We learned an important lesson: When you're putting together a show, don't try to produce a secondary event of a large magnitude on top of it. You need to keep your core product in focus.
If you could produce a dream show anywhere about anything, what you produce?
On a personal note, I love eating and drinking, and professionally, I love the challenges we have taken on with the Wine & Cheese Show. So I would make it a road show, producing niche events in places like Tuscany, Paris, Champagne, the South of France, and California, with a focus on the culinary delights and wines of the regions.
.
