Toast Martinborough cancels despite unprecedented demand

Toast Martinborough has been cancelled for the first time in nearly three decades due to the Covid-19 pandemic and a significant proportion of people have simply carried over their tickets for next year rather than seeking a refund.

“The decision was a difficult one, made in consideration of all operational and logistics matters, financial commitments and health and safety concerns,” says Pete Monk of Ata Rangi, who is on the board of Toast Martinborough.

Toast Martinborough is a complex undertaking, more than most major events in the country, says Monk.

“It’s complex because it is not in one location with one crew, but multiple vineyards on separate sites. That’s a huge part of its appeal of course, but means each site has its own staff, food and equipment providers, entertainment, liquor licences, safety management plans and so on.” 

Pete Monk says all those different aspects had to be taken into account and if some sites could face difficulties in operating, or had real concerns about continuing, the board had to resolve how to stage the festival. 

“Across group operations, we also had to weigh major factors like how we could effectively contract trace, or even legally go ahead with an 8,500 person event (with maybe 1,000 extra staff and suppliers), if there was an elevation to Level 2 prior to the day.”

Ironically the demand for tickets was so high this year that the event was nearly sold out when the decision was taken to postpone it. A large number people who bought tickets opted not to have a refund but rather than transfer. 

The 2021 Toast Martinborough is the 30th anniversary of the event, a milestone worth celebrating, which Monk says is a strong incentive to make next year’s Toast the best Sunday ever.

Joelle Thomson