A grant from the Victorian government will give the King Valley’s annual La Dolce Vita wine and food festival an even bigger profile when it is held in November.
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The $5000 funding is provided from the government’s Country Victoria Events Program, which aims to drive growth through promotional activities.
King Valley Vignerons president John Darling said the grant would be used for marketing the festival in regional and metropolitan media, a Facebook campaign and a visitor survey.
“We want to make it bigger and better than ever,” Mr Darling said.
He said he had been president of the vignerons, a group of about 45 including associate members, for three years.
Mr Darling said La Dolce Vita was estimated to be worth more than $500,000 to the King Valley.
“This is a critical event for the valley to raise its profile,” he said.
He said more than $1 million was received annually from the November festival and the Weekend Fit for a King held on the June long weekend.
Mr Darling estimated 4000 to 5000 people would attend La Dolce Vita on November 15 and 16.
He said the festival was family friendly with a welcoming, pleasant atmosphere, part of the true Italian spirit.
“People get that personal touch,” he said.
“You want them to go away thinking they have been somewhere special.”
The funding was announced jointly by the member for Benalla, Bill Sykes, and member for Murray Valley, Tim McCurdy.
Dr Sykes said participating wineries had live entertainment, cooking classes, meals, wine and food matching activities, new release wines, long lunches, winemaker dinners and activities for children.
Mr McCurdy said the festival had a significant impact on the local economy.
