Festival of Wine and Cultural Heritage “Avgustiada”
About this good practice
Avgustiada is a renowned event for the region, organized by a broad public-private partnership. The main organizer is Stara Zagora Chamber of Commerce and Industry, partnering with a wine consultancy business and the Municipality of Stara Zagora.
The festival takes place at the unique environment of a 8000-year old heritage site – the ancient Roman Forum, just next to the Stara Zagora Opera and History Museum. The event gathers winemakers from all across Bulgaria, as well as local food producers and other local businesses. The festival features a strong international accent with guests from other Balkan and European countries. The program includes varied musical and cultural performances and a craft exhibition with demonstrations and master classes. A public vote selects awarded wines of the festival.
Stara Zagora Municipality is a major partner. It provides the venue and builds the stage on which the main events take place. Ensures the partnership of municipal and state institutions such as the Regional History Museum and the Stara Zagora State Opera. Both host festival events and support with staff and expertise the cultural side of the festival. Provides the cultural program with participation of musical and folklore troupes.
Augustiada is a very good example of a public-private partnership between the Chamber of Commerce and Industry - Stara Zagora, the municipality of Stara Zagora, cultural institutions, local businesses, NGOs and broad public support of volunteers.
Resources needed
The total budget of the festival is about 25 000 EUR. Stara Zagora Municipality provides the venue and main stage and organizes the cultural program. Municipal and state institutions (History Museum and State Opera) contribute with venues, staff and expertise.
Evidence of success
The festival is a unique opportunity to promote the 8000-year old heritage of Stara Zagora in an unconventional way. It also contributes to:
- the promotion of wine culture and industry in Bulgaria
- promotion of the cultural and historical heritage of the region
- promoting the tourist and cultural potential of Stara Zagora region
Potential for learning or transfer
Augustiada wine and cultural heritage festival is easily transferrable good practice to various regions with cultural heritage, even if they are not traditional winemaking regions. The mix of wine and culture can contribute to improving both wine culture and cultural heritage awareness in the region and beyond, opening new markets for regional SMEs and stimulating partnerships and good practice exchange.
Augustiada is also an example of a working broad public-private partnership between municipality, NGOs, cultural institutions, business and local community. Only in this way could this festival be a leading event in the tourist calendar of Stara Zagora, with national and international attendance. Such broad partnership model could work not only for wine and culture festivals. It can be adapted to other large-scale public events and initiatives in any region that require many and various resources and expertise in different fields.
