Wine + Food Festival Gives Students a Taste of Careers to Come

^{Above: Students on the Charleston Wine + Food festival team, l–r): Aidan Kane, Allie Powers, Liv Lott, Kailey Wingerter, Jojo Stankovits, Holly Collman, Ava Falso and Campbell Johnson. (Photos by Lizzie Koschnick)}

Celebrating the diversity of cuisine, people and stories across the Charleston area, the Charleston Wine + Food festival is always a hit among tourists and locals alike – and College of Charleston students have the privilege of being a flavorful ingredient in the festival’s recipe for success.

The annual culinary event has partnered with the College of Charleston’s Strategic Communications Campaigns capstone course taught by associate communication professor Amanda Ruth-McSwain for nine years. The collaboration idea was the brainchild of former student and now executive director of Charleston Wine + Food, Alyssa Maute Smith ’13.

Now, not only is there a thriving partnership, but this is the second year that the course is operating as the full-service, student-run COMM Agency. This means that the agency caters to multiple clients, including Maeson Hospitality, the Martin Center and – of course – Charleston Wine + Food.

“One of the unique aspects of the COMM Agency experience is that students have the opportunity to sit in the strategy seat,” explains Ruth-McSwain. “Through a lengthy client discovery phase, student associates conduct research to identify the communication opportunities present in the client situation and develop strategies based on the research insights uncovered.”

After a semester and a half of research and preparation, a team of talented students from Ruth-McSwain’s course are taking part in the five-day festival. The communication opportunity they are focusing on is Charleston Wine + Food’s Eat, Drink, Do Good nonprofit campaign.

“We’re helping Charleston Wine + Food highlight its identity as a nonprofit and showcase the impact it has on the Charleston community beyond the festival itself,” explains junior communication major Campbell Johnson, the account manager of the agency team.

“First, we designed sign installments for the Culinary Village, featuring quick facts about Charleston Wine + Food’s nonprofit initiatives,” adds junior communication major Kailey Wingerter, the team’s account director. “Second, we are developing a video series as part of a storytelling strategy for the campaign.”

The video showcases aspiring culinary professionals who have benefited from the nonprofit in areas like education, training and development. The festival will also give the team a taste of media relations, event management and social media.

“The agency team is working hard to make sure everyone knows that Charleston Wine + Food is more than a festival,” Ruth-McSwain notes.

The partnership has provided the agency team with invaluable, boots-on-the-ground experience, preparing them for their professional career interests in strategic communications and event management.

“New career paths are uncovered, fruitful networking connections are made, work portfolios are enhanced, minds are blown at the sheer amount of activity (and work) happening to pull it off and tremendous fun is had by all,” Ruth-McSwain says.

Her students are already seeing these benefits pan out.

“Personally, this experience has been incredibly rewarding,” says Johnson. “It’s allowed me to apply my communication and marketing skills in a real-world setting while working with an established brand in the hospitality industry – something I hope to continue in my career.”

Wingerter shares a similar sentiment: “This experience has been incredibly valuable, especially in taking on a leadership role. I’ve had the opportunity to lead client meetings with Charleston Wine + Food, which has helped me develop strong communication and leadership skills – both essential for my future career.”

The teamwork aspect has also been rewarding for Wingerter.

“Working alongside seven other CofC communication students has been a great learning experience,” she says. “It’s been inspiring to share ideas, problem-solve together and grow as a team throughout this project.”

Now the agency team will see their efforts reach fruition on a national stage.

“I’m very excited to see how our work directly contributes to shaping Charleston Wine + Food’s public perception,” Johnson notes.

“I am most excited to see the team’s work come to life at the festival,” Wingerter shares. “It’s rewarding to contribute to such a significant event in Charleston and to help highlight Charleston Wine + Food’s nonprofit efforts. They are truly an amazing organization.”

Ruth-McSwain agrees: “What a privilege to work with a local organization that has international visibility, life-changing impact and just simply good people.”

And don’t forget good food, too!