Expanding a beloved wine festival to multiple cities is an exciting way to grow your audience and brand. However, scaling up brings a challenge: how do you replicate success in new locations while preserving the unique terroir – the local flavour and soul – that made your festival special? This guide offers seasoned advice on building a traveling wine festival format that stays authentic to each region. Aspiring and veteran festival producers around the world can learn how to scale up without selling out, ensuring each new city’s event remains rooted in its local wine culture.
The Challenge of Growing Without Losing Soul
Multi-city expansion requires balancing consistency with authenticity. On one hand, you want a recognizable festival experience across all locations. On the other, each host city has its own wine heritage, community and vibe that must shine through. Many festival producers fear becoming a “cookie-cutter” roadshow disconnected from local audiences. These fears aren’t unfounded – some events that expanded too quickly lost their charm when they ignored regional character. Maintaining the soul of a festival means honoring the elements that made it great (community feel, local wine styles, personal touch) even as scale increases.
Consider the scale of your expansion as well. A small boutique wine festival known for intimate vineyard tastings faces a different scaling challenge than a large food-and-wine expo. Smaller festivals risk losing their cosy atmosphere if they simply go bigger in a new city. In contrast, larger festivals must ensure quality control and local engagement so they don’t feel like an impersonal franchise. In both cases, thoughtful adaptation is key. In short: expand your reach, but don’t alienate the local wine lovers who are the heart of your festival.
Crafting a Traveling Festival Format
To successfully take your festival on the road, start by designing a core format that can travel. Identify the signature elements that define your festival’s brand and can be replicated: for example, a grand tasting event, educational masterclasses, live music, or chef demonstrations. These become the consistent backbone of your multi-city events. For instance, the California Wine Festival has a proven formula – a multi-day coastal wine tasting with live music and gourmet food – that it successfully brings to four different cities in California (www.cozymeal.com). Attendees in Carlsbad, Huntington Beach or Santa Barbara get the same sunny SoCal vibe and high-caliber wine experience, adjusted slightly for each locale.
When crafting a portable format, create detailed playbooks for everything from venue layout to programming schedules. Standardize what you can: branding, signage, ticketing processes, and safety protocols should remain uniform. This consistency ensures each event meets your quality standards no matter where it’s held. It also streamlines logistics – your team can roll out a new city event using checklists and templates refined from previous festivals. Think of it like a touring production: the “show” should be ready to set up in any city with minimal custom tweaks.
However, avoid making your format so rigid that it steamrolls local character. Build flexibility into the model. Perhaps your festival has a core two-day structure (e.g. opening vintner dinner, grand tasting day, after-party), but you leave one slot open for a region-specific highlight in each city. This could be a local winemakers’ panel, a tradition (like a barrel auction or grape stomp) or a partnership with a regional wine authority. A traveling format works best when it behaves like a framework rather than a one-size-fits-all mandate.
Anchoring Each Event in Local Terroir
“Terroir” in wine refers to the unique environment that gives a region’s wine its identity – and it’s an apt metaphor for festival experiences. To preserve a festival’s soul, anchor each city’s edition in the local terroir of that place. In practice, this means actively involving regional producers, local foods, and cultural elements at every stop.
Start with the wines themselves. Feature local and regional wineries prominently in each city’s lineup. If your festival stops in Spain’s Rioja region, include a strong showing of Rioja bodegas; when you head to Australia’s Barossa Valley, spotlight Barossa’s Shiraz producers. Even a global wine festival can emphasize different local stars in each locale. This gives attendees a taste of the home region’s best, rather than making every stop a copy-paste of the same wine list. It also wins goodwill from local producers who appreciate the exposure. For example, the historic Monterey Wine Festival in California became a hit partly because it allowed Monterey County wineries to showcase their top wines alongside more famous labels from Napa and beyond (www.latimes.com) – raising the region’s profile and delighting local wine fans.
If your festival’s concept is tied to one type of wine (say a Pinot Noir festival originating in New Zealand or Oregon), you can still incorporate local terroir as you tour. Pinot Palooza – an Australian-born Pinot Noir festival – expanded to multiple countries by bringing top Pinot producers to new audiences. Yet when it landed in Singapore, it didn’t ignore local context: the event combined international Pinot tastings with food from Singapore’s local restaurants (sgmagazine.com) to give attendees a regional flavour alongside the global wine lineup. In every city, collaborate with local culinary vendors – from artisan cheese makers in France to street food trucks in Mexico – to pair with wines and celebrate local taste. These touches root the experience in the region’s culture.
Beyond wine and food, embrace local music, art, and traditions to further ground each festival in its setting. If there’s a traditional music scene or cultural performance in the area, consider featuring it as part of the entertainment. A festival stop in Mexico might weave in a mariachi band during the evening, while a stop in New Orleans could feature jazz to complement the wine tastings. Consider any local wine customs or celebrations – for instance, the Niagara Wine Festival in Canada incorporates vibrant community parades alongside its tastings (undergroundwinemerchants.com). Such elements make the festival feel like it belongs to the host community rather than an outside event parachuted in. Community engagement is crucial here: consult local wine associations, tourism boards, or cultural groups for ideas on regional elements to include. By anchoring in local terroir, you ensure each edition of your festival has a distinctive sense of place and soul.
Venue Selection in Each City
The choice of venue can make or break the ambiance of a wine festival, and in a multi-city format it’s a key opportunity to preserve authenticity. Seek out venues that reflect the local wine culture or landscape whenever possible. If your original festival took place in a vineyard or rustic farm setting, try to capture that spirit in other cities – perhaps by using a local winery estate, a countryside park, or a historical venue with regional character. Consistency in vibe is important, but it can be achieved in creative ways. For instance, when a coastal California wine festival brand expands to an urban location, they might choose a scenic waterfront park or a botanical garden in the new city to maintain a connection to nature and “wine country” atmosphere, rather than a generic conference hall.
Of course, practical considerations like capacity, accessibility, and facilities are critical. Create a venue profile for your ideal festival site (e.g. capacity for X attendees, space for Y booths, outdoor/indoor options, picturesque backdrop, etc.). As you scout new cities, use local contacts to identify venues that meet these criteria and also have unique local charm. In Europe, this might be a centuries-old chateau or city square; in South America, it could be a hacienda or vineyard overlooking the Andes. In each case, ensure the venue supports your needs (power, water, permits for alcohol service) and aligns with your brand’s feel.
Be prepared to adapt your layout to different shapes and sizes of venues. A touring festival often encounters a mix of site plans – from wide-open fields to winding heritage sites. Flexibility in design is key. Bring a core layout that can be reconfigured: your booth arrangements, stage, and seating might form a rectangle in one location or a circle in another, depending on the space. If a venue is particularly intertwined with local history or architecture, consider highlighting that. For example, if using an old winery or historic building, weave its story into the festival narrative (signage or a brief mention during the event) to deepen the local connection for attendees.
Logistics and Production: Central Team, Local Support
Executing festivals in multiple cities involves a logistical balancing act. A practical approach is to have a traveling core team and equipment package, combined with local resources at each stop. Determine which production elements you can standardize and ship city to city – and which are better sourced locally. Commonly, festival producers will tour with critical branding and technical elements: things like the main stage setup, specialised lighting or A/V gear, branded tents or signage, and merchandise. This ensures consistency in quality and appearance. For instance, if your festival has a distinctive entrance arch or themed décor, transporting it to each city keeps the visual identity intact.
On the other hand, many heavy or region-specific needs can be met with local suppliers to save cost and integrate community. Rather than hauling every wine glass, tent, or generator across the country, arrange rentals locally. Local vendors can provide not only equipment but valuable on-ground knowledge (e.g. the best refrigerated trucks for wine, the reliable tent company that knows the venue). Building relationships with local service providers in each region also shows you’re investing in the community’s economy, not just passing through.
Staffing is another area to blend a core team with local hires. Your experienced festival crew – event director, production manager, head of operations – may travel to each city to lead the show. They carry your festival’s ethos and know the playbook inside out. Augment them with local staff and volunteers for support roles: local wine pourers, event volunteers, ticketing staff, and security personnel who understand regional norms. This mix ensures solid expertise at the helm, while local team members add friendly faces that attendees may recognise and trust. It also avoids burnout of your core team (who can’t do everything everywhere) and builds goodwill by creating temporary jobs in each city.
Keep in mind that every locale will have its own regulations and logistics quirks. Transportation of wine between cities or countries requires checking customs, duties, and legal compliance – especially if you bring in wines from abroad. Some festivals solve this by partnering with local distributors or asking wineries to send stock directly to each location in advance. Always have contingency plans: shipments can be delayed, or equipment can malfunction on the road. Have backups for critical items (e.g. extra wine chillers or glassware) and scout alternate local sources as a fallback. A well-run multi-city festival operates like a touring circus – the train rolls on smoothly only with meticulous planning behind the scenes.
Marketing and Social Media for Diverse Audiences
When expanding to new cities – whether it’s another state or another country – you’ll likely be engaging a different audience demographic at each stop. Your marketing strategy needs to be hyper-local in reach while maintaining a consistent brand message. Start by researching the target wine audience in each region. Are they mostly seasoned oenophiles or curious newbies? What’s the median age? What local wine or food influencers have sway? Tailor your marketing campaigns to speak the local language (literally and culturally). For example, when promoting a festival debut in Singapore vs. one in Australia, the tone, language, and channels might differ. In Singapore, leveraging local foodie social media groups or expat wine clubs could be effective, whereas in Australia you might work more with regional wine magazines and tourism boards.
Digital marketing is a cost-effective way to target city-specific audiences while keeping a unified brand presence. Maintain a central festival website with a section for each city’s event (so returning fans can see you’re a multi-city fest), but run geo-targeted ads and social media content highlighting local attractions of each edition. Create excitement by announcing local partnerships and features in each city’s lineup – e.g. “We’re coming to London with 50+ English wineries on board,” or “Don’t miss the special Mendoza Malbec pavilion at our Buenos Aires festival stop.” Engage local influencers, bloggers, and media early: invite them to preview tastings or give away tickets on their platforms to generate buzz.
On social media, consider using event-specific hashtags that tie your brand to the location (for example, #WineFestNYC, #WineFestLondon under a global festival handle). During the event, share content that celebrates the local scene – short profiles of a regional winemaker at the festival, snapshots of the city’s unique backdrop, crowd reactions to that city’s special activities. Attendees should feel proud that their city’s edition is distinct. Afterward, share recaps that thank the community by name (e.g. “Thank you, Auckland, for an incredible weekend of wine!”). This not only humanises your brand but also builds anticipation in the next city on the tour by showcasing success.
Don’t neglect traditional marketing either: local PR and community outreach remain powerful. Send press releases to regional news outlets and wine publications announcing the festival’s arrival and its local collaborations. Partner with local wine shops, restaurants, or tourism offices to display flyers or run joint promotions (such as a “show your festival ticket for a discount at X winery next week”). The more you integrate into each city’s existing wine network, the more authentic and welcomed your festival will be.
Ticketing and Data Strategies Across Cities
Managing ticketing for a multi-city festival presents an opportunity to streamline operations and gather invaluable data. Using a single, robust ticketing platform across all your events can greatly simplify the process. A platform like Ticket Fairy, for example, offers an all-in-one solution – combining ticket sales, marketing tools, loyalty rewards, on-site operations, and analytics in one place (www.ticketfairy.ae). Centralizing your ticketing means you can easily clone events for each city (saving setup time), track real-time sales per location, and manage attendees efficiently via one dashboard. It also provides a consistent purchase experience for customers, which is especially useful if you have attendees traveling to multiple tour stops.
Pricing strategy should take local economics into account. While you want a cohesive brand value, flexibility is important – the willingness to pay for a wine festival ticket in New York or London might be higher than in a smaller city or emerging market. Research local event pricing (for similar food/wine events) and adjust accordingly, whether that means different price points or offering early-bird and group rates to attract the local audience. Be transparent and fair; if people compare notes across cities, they should feel any price differences are justified (e.g. perhaps one city includes an extra day or a premium tasting). Avoid any perception that one location gets a “watered down” version – every ticket should promise great value.
Data analytics from your ticketing platform can guide your expansion strategy. Track where ticket buyers are coming from (ZIP codes or regions), their age demographics, and which marketing channels convert best in each city. You might discover, for instance, that your Sydney festival had a big segment of 25–35-year-old attendees, while your Paris event drew a slightly older crowd of seasoned connoisseurs. Such insights allow you to tailor future programming and marketing: maybe more educational workshops for the younger crowd, or more exclusive vintage tastings for the connoisseurs. Data might also show cross-over interest – perhaps some loyal fans attend in multiple cities. You can reward these superfans with a “festival passport” or loyalty program (e.g. attend three cities and get a VIP perk) to encourage a dedicated community around your festival tour.
Leveraging an advanced ticketing system also helps with communication and contingency plans. If a schedule change or emergency occurs, you can swiftly notify ticket holders by city. Integrated marketing tools let you upsell add-ons (like a masterclass or merchandise) uniformly. Sales data will highlight if any city is lagging in sales so you can boost marketing there or offer promotions. In essence, treating your multi-city festival as one connected enterprise (rather than siloed events) through technology ensures you stay organised and responsive.
Budgeting for Multi-City Events
Scaling a festival to multiple cities requires solid financial planning. Budgeting should be done both per event and overall for the entire tour. Start by breaking down costs for each location: venue rental, permits, insurance, local staffing, equipment rentals, marketing, travel, wine procurement, etc. Some costs will repeat in every city (you’ll pay for security or tents each time), while others are one-off investments (designing signage, purchasing a reusable stage). Identify where you can get economies of scale: for instance, negotiating a deal with a tent supplier or equipment company for multiple events might secure you a bulk discount. Similarly, a sponsor might be enticed to support the entire festival tour (multiple cities) in exchange for a broader exposure, rather than just one locale.
Be mindful of currency differences and taxes if you’re crossing countries. Fluctuating exchange rates, foreign transaction fees, or international shipping can all affect costs. Work with local financial advisors or partners to understand tax implications – e.g. some countries might tax ticket sales or require a local entity for transactions. It’s often wise to set up a contingency or emergency fund for each event, perhaps 10-15% of the budget, to cover unexpected expenses (whether that’s a last-minute venue change due to weather or extra logistics costs if a shipment is delayed at customs).
Cash flow is another consideration. Multi-city festivals may require upfront deposits for venues and vendors in multiple locations at once. Ensure your cash flow can handle overlapping expenses, especially if ticket revenue for later events hasn’t come in yet. Stagger your on-sale dates to generate income ahead of each event’s major expense outlays. For example, selling tickets for all cities well in advance can fund early deposits and reduce reliance on credit. Using a trusted ticketing platform helps here too – timely payouts and clear revenue tracking by event keep your budget on track.
Finally, evaluate the profitability of each city’s event to inform your future plans. It’s possible (even common) that some stops will be more lucrative than others. A mega-city location might draw bigger crowds and sponsorship, effectively subsidising a smaller regional stop that you included for strategic reasons. That’s fine, as long as the overall tour meets your financial goals and the smaller event achieves other objectives (like brand building or stakeholder goodwill). After the tour, do a full financial review: calculate per-city profit/loss, return on investment for marketing, and sponsor satisfaction. These numbers will guide whether you continue in certain cities, adjust ticket prices, or reallocate budget in the next iteration of your festival’s expansion.
Managing Risk and Safety Across Locations
Each new city brings not only new opportunities but also new risks to manage. A diligent festival producer proactively addresses safety, legal, and cultural risks to avoid crises that could “travel” along with the event. Start with regulatory compliance: alcohol laws, festival permitting, noise ordinances, and crowd control regulations differ widely. One city might require all pouring to stop by 10pm, another might mandate using only licensed caterers to serve alcohol. Liaise with local authorities early to ensure you meet all requirements – failing to get the proper permit or misunderstanding local liquor laws could shut down your event and harm your reputation.
Weather is a universal concern but manifests differently by region. Your open-air wine celebration in Sydney might be threatened by a summer thunderstorm, while in London rain is almost expected. Always have a weather contingency plan: whether it’s securing tenting, indoor backup venues, or flexible schedules. Communicate clearly with ticket buyers about what happens in case of weather disruptions (e.g. “rain or shine” policy or refund procedures if an extreme event occurs). If your tour spans different seasons (a Northern Hemisphere summer and an Australian spring, for example) make sure your team is prepared for the climate swing in terms of equipment and health (heatstroke and sun for one event, chilly evenings for another).
Health and safety protocols should be standardized at a high level – for instance, emergency evacuation plans, first aid stations, security staffing ratios – but adjust them to local norms and requirements. In some countries, you may need on-site ambulance presence; in others, a first aid tent with certified medics suffices. The past few years have shown the importance of being ready for public health issues too. If your festival travels internationally, be aware of any health advisories, required vaccinations (for staff or attendees), and plan for sanitation (hand-washing stations, etc.), especially when dealing with food and drink.
Reputation management is also part of risk management. In the age of social media, a problem at one city’s event is visible to your entire audience. A poorly handled incident – say, overcrowding that leads to a bad experience, or local community backlash over an issue – can tarnish the whole tour. To mitigate this, invest in training your staff and volunteers thoroughly on customer service, cultural sensitivity, and crisis response. When something does go wrong (inevitably, some hiccup will happen), address it swiftly and transparently. For example, if there’s a delay getting attendees into the venue in one city, issue a prompt apology and perhaps a small goodwill gesture (like an extra tasting coupon) to turn the experience around. The goal is to show that no matter the city, your festival prioritises attendee safety and satisfaction above all.
Furthermore, consider the local community relations in risk management. Expanding into a new city means you’re a guest there – be mindful of local sensibilities. Engage with community leaders or neighbours around your venue so they feel included rather than imposed upon. Respect local customs (even details like whether recycling is mandatory, or if local residents expect an invite to a launch event). By being a respectful and responsive operator in each region, you greatly reduce the risk of community conflicts or PR issues that could jeopardize your festival’s future stops.
Community Engagement and Local Partnerships
A festival that travels but feels local at every stop achieves that effect through genuine community engagement. Think of your multi-city festival as not just an event, but a series of collaborations with each host community. Partnering with local stakeholders can help embed your festival into the regional fabric. One effective approach is working with local wine industry associations or tourism boards. They can lend credibility, promotion, and even financial support to your event, while you in turn amplify their mission of promoting local wine tourism. For example, if you bring your festival to Tuscany, teaming up with the Tuscany regional wine consortium could help connect you to all the small producers and provide cultural insight into how to engage Italian wine enthusiasts.
Consider setting up a local advisory panel for each city – a small group of respected local vintners, sommeliers, food artisans or event organizers – who can advise on festival content and help rally the community. These local partners ensure you avoid missteps and tap into what locals care about. They might suggest, for instance, including a tasting dedicated to a grape variety that area is proud of, or inviting a beloved local wine personality as a guest speaker. Involving them is also a sign of respect and often turns them into ambassadors who will promote the festival through their own networks.
Another crucial aspect is giving back to the community. Many successful festivals incorporate charitable causes or local fundraising, which not only does good but also endears the event to residents. The California Wine Festival, for instance, ties each of its multi-city events to local charities – supporting food banks and environmental causes in their host regions (www.californiawinefestival.com). Similarly, your wine festival might donate a portion of proceeds to a local heritage vineyard preservation, or run a silent auction benefiting a city’s hospitality scholarship fund. Highlight these contributions; attendees and locals will appreciate that the festival isn’t just extracting value but also investing in the region.
Don’t forget about the aftermath of the festival in each locale. A traveling festival can still leave a lasting positive footprint. This could be as simple as ensuring the event clean-up is impeccable (leaving the venue and surroundings better than you found it), or as involved as producing a post-event report for local stakeholders that shows economic impact (e.g. how many visitors the festival brought, how many hotel nights and restaurant meals it generated). When local authorities and businesses see concrete benefits, they’ll be eager to welcome you back. Some festivals even host a thank-you gathering for volunteers and partners – a small wine tasting or certificate of appreciation – to wrap up on a goodwill note. Building these community bonds is the surest way to keep your festival’s soul alive and well as it hops from city to city.
Learning from Successes and Failures
As you embark on multi-city expansion, it helps to study those who have gone before – the triumphs and stumbles of other festival producers. Case studies from the festival world provide rich lessons. We’ve mentioned Pinot Palooza, which grew from a single-city Aussie event into a Pacific-wide tour by carefully curating its experiences and maintaining a fun, unpretentious vibe that resonated in each city (revel.global) (sgmagazine.com). It succeeded by knowing its audience (younger wine lovers) and ensuring consistent quality while also embracing local elements (like food and music) in new markets. Another example, the Taste of series (e.g. Taste of London, Taste of Sydney), managed to franchise globally by always showcasing local restaurants and chefs at each city’s festival, proving the model of a traveling format anchored in local talent works brilliantly.
On the flip side, consider cautionary tales to avoid repeating mistakes. Some large-scale food and drink festivals attempted to expand rapidly into many cities without adapting to local preferences – and found attendance lagging. In a few instances, traveling beer or wine festivals faced backlash for feeling too corporate, especially when they neglected local producers and brought in only big global brands. These events struggled as local craft drink communities felt alienated and ticket sales suffered. The lesson is clear: authenticity cannot be an afterthought. No amount of marketing hype or flashy staging can compensate if the festival doesn’t genuinely connect with the local crowd’s interests and pride.
As an experienced festival producer would advise, treat the first edition in any new city as a learning experience. Start a bit modestly if needed – it’s better to exceed expectations and grow than to over-promise and under-deliver. Gather feedback from attendees, vendors, and partners during and after each event. What did they love most? What fell short? Perhaps the crowd in one city wanted more live music to enhance ambiance, or the wine selection in another city missed a trending local varietal that people asked for. Use these insights to refine your approach in real time. Being adaptive and responsive is the hallmark of a festival that keeps its soul. It shows that even as you grow, you’re listening and staying true to the people who make the festival possible.
Finally, celebrate the successes – both large and small. Expanding a festival is hard work, and it’s important to acknowledge milestones with your team and community. Each city that ends on a high note, each local partnership that flourishes, is proof that your model works. Share these stories in your communications: for instance, highlight the fact that your festival platform gave dozens of regional winemakers a spotlight they normally wouldn’t have (www.latimes.com), or that your multi-city tour connected tens of thousands of people directly with producers and new wines they love. These narratives reinforce why preserving local terroir at every stop is so powerful: it creates meaningful experiences that resonate far beyond the festival grounds.
Conclusion: Think Global, Celebrate Local
Taking a wine festival on a multi-city or even global tour is a bit like blending a great cuvée – it requires the right mix of consistency and distinct character from each component. By building a strong traveling format and customising each event to spotlight local terroir, you truly can scale your wine festival without losing its soul. It’s about unity in diversity: one festival family spanning different regions, each edition with its own personality.
As you plan your expansion, remember that at the heart of every successful festival – whether in one town or ten – lies a passion for bringing people together in celebration of wine, culture, and community. Nurture that passion in every city. Stay humble and curious in new markets, engage and credit your local partners generously, and maintain the quality and charm that defined your festival from day one. If you do that, your festival will not just travel well; it will create a legacy in each place it touches.
Cheers to your journey! With careful planning, local love, and a clear vision, you can raise a glass in city after city, toasting a festival that grows bigger and better while staying true to its roots.
Key Takeaways
- Create a core festival format that can travel, but leave flexibility to adapt – consistency in branding & quality, with room for local customisation at each stop.
- Anchor each event in local terroir: feature regional wineries, local foods, music, and traditions so that every city’s festival feels authentic and place-specific.
- Partner with local community and producers. Collaborate with regional wine associations, vendors, and even charities to integrate into the community and gain local support. (www.californiawinefestival.com) Engage residents through local volunteers and culturally relevant programming.
- Choose venues with local character and adapt your layout to fit different spaces. A venue should reflect the region’s vibe (scenic, historic, etc.) while meeting practical needs for capacity and infrastructure.
- Blend a touring team with local staff. Bring your experienced core crew to ensure consistency, and hire local staff/volunteers for on-ground expertise and community connection.
- Tailor marketing to each city, using geo-targeted campaigns and local influencers. Maintain a consistent brand voice, but speak to local interests and promote each city’s unique festival highlights.
- Use a unified ticketing and data platform to manage multi-city operations efficiently. Centralised ticketing (e.g. via Ticket Fairy) helps track sales, customer data, and marketing across all events (www.ticketfairy.ae), while allowing adjustments for local pricing and offerings.
- Budget carefully for each location and the tour as a whole. Leverage economies of scale (bulk vendor deals, tour-wide sponsors) but plan for local cost variations and set aside contingency funds for surprises.
- Prioritise risk management by complying with local laws, preparing for weather and health issues, and training staff for consistent safety standards. Protect your festival’s reputation by addressing any issues promptly and respectfully in each community.
- Stay authentic and responsive. Continuously gather feedback and observe each event’s vibe. If something isn’t working for a local audience, be ready to tweak. Never compromise on the festival’s core values and quality – a genuine, heartfelt approach will keep the spirit alive as you expand.
25th August 2025