SCHWEGMANN TO EXPAND FOOD FEST SUPPORT

RICHARD TURCSIK

NEW ORLEANS -- A biannual show that Schwegmann Giant Super Markets here cosponsors will have more vendors and more supportive in-store activities next year, said the show's coordinator.

The latest show, called the Pontchartrain Home Show & Schwegmann Food Fest, was held at the 75,000-square-foot Pontchartrain Center in suburban Kenner and attracted approximately 18,000 visitors. The show had a $6 admission price, but two-for-one coupons were placed in Schwegmann circulars and local newspapers.

The fest featured displays, samplings and coupons from 55 vendors, including Nabisco, Borden, Armour-Swift, Frito-Lay, Abita water, Entenmann's, Brown's Velvet Dairy, Dairy Fresh, Golden Flake potato chips and Zataran's, a locally based but nationally distributed spice and seasonings company. The show also featured exhibits from manufacturers of home-improvement products, such as windows, paints and patio supplies.

Officials at Schwegmann declined to comment, referring calls to Jerry D'Eramo, president of JAAS Productions, a Marietta, Ga.-based production company that runs the home-improvement show.

D'Eramo said the next event will be held March 6 to 8, 1998. It will be larger than this year's festival because the convention center completed an expansion this month, allowing the firm to attract more vendors. The spring show traditionally attracts more people -- 23,000 this year -- because that is when most people begin to tackle home-improvement projects.

Other steps are also being taken to improve attendance.

"Next year, we are adding a Chef Fest, and we will have a variety of famous chefs from New Orleans coming in for the whole weekend," D'Eramo said.

"We are probably going to add some local jazz groups to walk around and play music. Each year we are spicing it up a little bit more," he added.

D'Eramo plans to boost attendance at the next event by running more in-store promotions. In-store promotion was limited this year because of Schwegmann's acquisition by Kohlberg & Co., Mount Kisco, N.Y.

"We would like to have point-of-purchase advertising with discount coupons at the checkout counters, along with in-store signage," he said.

This is the sixth show that Schwegmann has participated in.

D'Eramo said JAAS Productions approached Schwegmann to participate.

D'Eramo said JAAS Productions is in negotiations with supermarket operators in several different markets.