“It's not going to be your typical brewfest.”
This was how Patrick Kaler, president of Visit Loudoun, described his organization's newest – and largest to date – undertaking: Epicurience – An Epic Wine & Culinary Experience.
Planned for Labor Day weekend, Epicurience is being pitched as an upscale, end-of-summer soiree filled with drinks and bites. Briefing the Loudoun Board of Supervisors Wednesday, Kaler said the festival is going to be a “big, big event” for Northern Virginia.
While Visit Loudoun is still finalizing the Epicurience website and the event's high-profile honorary co-chairs, the official national media partner has been solidified with SAVEUR magazine.
Morven Park will be the “main tasting pavilion” for the four-day fete, but there will be additional offerings and activities all over the county, Kaler said. Visit Loudoun is anticipating an attendance of 10,000.
"The vision and mission of Visit Loudoun includes the goal to elevate Loudoun to the status of becoming the premier East Coast wine region,” Kaler said Thursday. “A nationally recognized wine and culinary signature event would position and support Loudoun's efforts to deliver on that goal."
The destination management organization and primary tourism marketing arm for the county, Visit Loudoun is engaging companies for corporate sponsorships of the event.
And the name? Just what is “Epicurience?” Jackie Brown-Saunders, Visit Loudoun's director of media relations, said they arrived on that title by combining “epicurean” and “experience.”
“In consideration of many culinary and wine focused terms, we wanted the name of the event to stand out among other wine and food festivals,” Brown-Saunders explained. “The term Epicurience is an authentic representation of the what our event will offer visitors, 'epicurean' enjoyment of food and drink, along with the travel motivating term 'experience' which illustrates involvement in or participation.”