Festival executive director Kimberly Hundertmark says this guiding philosophy meant some tweaks to the annual bash, which kicks off Friday.
"We really focused on our audience and what the audience enjoys and what they feel is successful," said Hundertmark.
That meant examining best practices at other festivals and ensuring the event responds to what the community and destination visitor is looking for, she said.
For musical talent, organizers focused on what was popular and what worked in the park setting, she added.
"There's no sense in reinventing the wheel," Hundertmark said. "And in some instances -- like the WestJet stage -- we do it pretty well."
The varied lineup ranges from the U2 tribute band Desire, to singer Michael Wainright and regulars like The Caverners and Nik and the Nice Guys.
Also, for the first time in a while the festival's Montebello Park headquarters will only be open Friday, Saturday and Sundays and not mid-week.
"We wanted to be sure we could deliver really incredible, well-rounded experiences and talent from beginning to end," Hundertmark said. "So we took our budget and were very focused with the dollars we had."
Wineries will also be grouped together based on their east or west location in the peninsula, so people can get a better sense of the specific Niagara wine areas or appellations.
"People can get an idea of the subtle local changes in winemaking practices and styles," she said.
The Grande Parade on Sept. 25 will also see an exciting change in the reintroduction of "gi-normous" helium balloons, said Hundertmark.
"I think that is going to be a lot of fun for people."
dfraser@stcatharinesstandard.ca
59th annual Niagara Wine Festival, Friday to Sept. 26
Most non-winery events take place at St. Catharines' Montebello Park and downtown.
This is a partial listing, and not all sponsors are included. For information, itinerary and complete entertainment roundup visit www.niagarawinefestival.com
Montebello Park: free park admission, free parking weekends and evenings at city garages and lots
-- opening night Friday, entertainment starts at 7 p.m. with WestJet Centre Stage the premier setting for most events;
-- Canadian Food and Wine Institute Lounge, passes $30 per person;
-- Vines Magazine Wine and Cheese Tasting Sept. 18, 19, 25, 26, 2 p.m., 3 p.m., 4 p.m.; Mayor's Invitational Grape Stomp, Sept. 18, 1-3 p.m.;
-- food and wine tastings by tokens purchased at park;
-- park access: Fridays, Sept. 17 and 24, from 5 to 10:30 p.m.; Saturdays, Sept. 18 and 25, from 11 a.m. to 10:30 p.m, Sundays, Sept. 19 and 26, from 11 a.m. to 8 p.m.
Parades:
Pied Piper Parade, Saturday, costume registration at 9 a.m., parade at 11 a.m., starts at Queen and Lake streets.
-- theme is Niagara's Wild Things, enter your child dressed as favourite wildlife animal or endangered species;
-- 59th annual Grande Parade, Saturday, Sept. 25, 11 a.m. downtown St. Catharines. Theme is How Green it Is.
Also (see festival website for more info):
-- Fine Food, Fine Wine, Live Arts, Pond Inlet at Brock University, Sept. 23, 7 p.m.;
-- The Standard Run for The Grapes, Dempsters Half Marathon and 5K, Sept. 19, 9:15 a.m., downtown/ park;
-- Liberty! Bicycles Off-Road Squeezer Sept. 26, 11 a.m. to 5 p.m., downtown/ park;
-- Discovery Pass for area winery and culinary experiences, Sept. 18, 19, 25 and 26.
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