Jackson-Triggs is pairing wine with music for its Rootstock concert featuring performances from five Canadian musical acts.
Steven Page, Jim Cuddy, Tom Cochrane, Kathleen Edwards and John Maan will take to the stage of the winery’s 500-seat open-air amphitheatre Aug. 19.
Jennifer Cowan, hospitality administrator, Jackson-Triggs Niagara Estate said the brand appeals to a very broad demographic, and hopes to attract urban professionals 25-55.
People from Hawaii, Texas, Florida and Europe have already purchased tickets, she said.
“Our ultimate goal is to create lasting relationships with our consumer which we do by offering a variety of wine-related special events, combining wine, gourmet culinary, and the performing arts,” she said.
The amphitheatre was designed by the winery’s founders Don Triggs and Allan Jackson to promote arts in Canada and has hosted musical performance since opening in 2001.
Rootstock will also include wine and culinary stations as well as wine tastings, said Cowan.
