The Franschhoek Wine Valley Tourism Board (FWV), wanted to develop a concept around the existing Bastille Festival, which would achieve objectives to increase the economic activity in the Franschhoek Wine Valley on the back of the Bastille Festival, while promoting Franschhoek and creating an aspirational element to the festival to attract higher income visitors.


Openfield was appointed to build a commercial model, search for sponsors and revenue streams for the concept and execute the project, while working alongside the Bastille Festival tent team to reach the FWV objectives.


Joy de Vivre – The Joy of Living

Where guests were ‘rescued’ from the pressures of their everyday lives and transported into a wonderful window in time, inspired by French Flair, to celebrate the Franschhoek Bastille Festival.

The long weekend was an opportunity to experience all that the Franschhoek Wine Valley has to offer, underpinned by the Bastille Festival.  Guests enjoyed their personally-curated experiences ranging from exquisite cuisine, world-class wine, and picturesque yet challenging mountain biking routes in the mountains, to private cellar tours and networking opportunities with new-found friends at the Franschhoek Bastille Festival tent.


  • Over R2m additional revenue was realised for the FWV over the Bastille Festival weekend through the DStv partnership
  • Achieved the target of volume attendance from high net worth individuals
  • Increase of 20% to revenue
  • Total DStv and Festival media coverage of R8 226 237 ensured the promotion of Franschhoek as a destination