Atascadero to host inaugural Central Coast Cider Festival

Plans are underway for Atascadero to hold its inaugural Central Coast Cider Festival in May — a gathering the city hopes will become a flagship event.

The festival will feature 15 to 20 cider producers from around the Central Coast, a traditional pig roast and live music. The event will take place at the Pavilion on the Lake on May 7.

The festival is an effort to support and advance the local cider movement, said Joel Peterson, director of communications at Solterra Strategies.

Neil Collins, co-owner of Atascadero-based Bristols Cider, joined with fellow cider-maker Andrew Jones, co-owner of Tin City Cider Co., to spearhead the event.

Marketing and public relations firm Solterra Strategies is organizing the festival, partnering with the city of Atascadero and Visit Atascadero, the local tourism board.

“We want to have another flagship event here on the Central Coast, and cider (is) an area that we would like to own in Atascadero,” said Terrie Banish, deputy city manager of outreach, promotions and events. “It would be an event that we want to expand each year and grow in an effort to bring in more tourism to our area.”

The event will accommodate about 350 to 400 people. Tickets went on sale Tuesday, priced at $60, with a $10 discount through March 31.

Cider producers Bristols Cider, Jean Marie Cidery, Reef Points, Scar of the Sea, See Canyon Hard Cider Co. and Tin City Cider Co. have already confirmed their attendance.

The Atascadero Economic Foundation, a nonprofit dedicated to helping business and industry, is assisting to provide a framework for the cider producers to kick off their festival and ultimately form their own industry association, said Stacie Jacob, chief strategist at Solterra Strategies.

“Understanding the growing niche of cider, I see the opportunity for the Central Coast Cider Festival to become an anchor marketing event for the cider producers on the Central Coast,” she said.

Jacob drew comparisons to the creation of the Paso Robles Wine Festival, noting that events and festivals are key elements of the marketing mix. She was executive director of the Paso Robles Wine Country Alliance from 2004 to 2011.

Visit Atascadero provided a three-year financial commitment to launch the new festival, paying $35,000 to anchor it in Atascadero.

The money will be distributed over three consecutive years — if the event were to not take place one year, it would not receive the financial assistance allotted for that year, Peterson said.

The city of Atascadero will provide a city-owned venue at a discounted rate.

Peterson said the budget for the festival is still evolving, but he anticipates the cost to be more than $20,000. First-year startup marketing costs include logo and website development, he said.

The first festival is expected to break even; any profits will contribute toward helping the cider producers form their own trade association for future promotions.

This story was originally published March 15, 2016 at 2:25 PM with the headline "Atascadero to host inaugural Central Coast Cider Festival."