Toast tickets much harder to move

A plethora of other events is seen as one reason Toast tickets are not selling out as quickly as they once did.

Toast Martinborough is no longer selling out within minutes - but organisers insist the crowd-puller isn't losing its lustre.

Tickets for the 2014 event went on sale on October 1 and, unlike previous years, tickets are still available a week later.

Traditionally, since Toast Martinborough's inception in 1991, all 10,000 tickets have sold out on the first day -- within 15 minutes in 2010, 24 minutes in 2011 and six hours in 2012.

Sales began to slow in 2013.

Festival organiser Rachael Fletcher blames this on fewer pre-sales of tickets by corporate organisations treating their employees to a day out in Martinborough.

"Corporate groups used to buy in big numbers -- but, with changes in the economy, businesses are obviously spending their money differently," said Mrs Fletcher. "Which leaves more tickets available for members of the public.

"People aren't having to go online at 9am sharp when they've got other things to do."

Mrs Fletcher said "the lion's share" of this year's tickets were sold on the first day.

"There are a small number of tickets still available. It will still sell out."

Destination Wairarapa general manager David Hancock attributed the slower sales to myriad events the region now hosted, making consumers spoilt for choice.

With multiple events to attend, consumers would not always have the money to buy Toast Martinborough tickets ahead of time.

"Consumers will buy their tickets to these events as they have discretionary money available. With the choice of events available to them, it naturally means purchasing tickets closer to the event date," he said.

"There is an acceptance events no longer sell out in days -- but we're confident Toast will continue to be a major attraction."

While Toast Martinborough remained popular after 23 years, Mrs Fletcher said she was mindful of keeping the event "fresh and fun".

This year, each vineyard and caterer is offering new attractions on top of the usual format.

Greytown Butchery will be hosting a large-scale barbecue at Palliser Estate, chef Julie Biuso will offer culinary demonstrations at Escarpment, and Ata Rangi will hold a "Wine 101" seminar with chief winemaker Helen Masters.

In addition, Dry River will have a sculpture tour, featuring work from Martinborough-based artists.

"It should be a great day out," said Mrs Fletcher.

While some Wairarapa residents have become cynical about the event, due to disorderly behaviour by some drunken patrons, Mrs Fletcher said organisers had made changes to curb such behaviour.

These included making free water and substantial food options available at each vineyard.

"We've done the best we can to be responsible hosts and create a festival with great food, wine and variety."

More information about this year's Toast Martinborough event can be found online at www.toastmartinborough.co.nz