BUILDING YOUR ONTARIO CRAFT BEER TOURISM EXPERIENCE Ontario Craft Brewers’ Conference OCT. 16th 2014
#LOVECRAFTBEER
Agenda • Food Tourism 101 • How to Meet the Expectations of a Food & Beverage Tourist • For Those Who Think Young – The Millennial Traveler • Attracting the Food Tourist – Checklist • Creating Partnerships • Best Practices
The Ontario Culinary Tourism Alliance • 2005-2015 Ontario Culinary Tourism Strategy & Action Plan • Develop food tourism strategies • Provide expertise on food tourism products/experience development • Feast ON™ Program • Promote experiences in Ontario @OntarioCulinary /ontarioculinary
@OCTA_licious
Every tourist has
1
thing in common…
#LOVECRAFTBEER
Defining Culinary/ Food Tourism Any tourism experience in which one learns about, appreciates, and/or consumes food and drink (CRAFT BEER) that reflects the local, regional or national cuisine, heritage, culture, tradition or culinary techniques. Savour Stratford Perth Country Culinary Festival
Food Tourism: Economic Impact • Eating local food has a 3:1 impact on local economy (Local Food Plus) • Over one third of tourist spending worldwide is devoted to food (UNWTO Global Report on Food Tourism)
• Economic impact of Ontario’s independent breweries is $400+M (Ontario Craft Brewers)
• Ontario’s independent brewing industry creates thousands of jobs (Ontario Craft Brewers)
Credit: @vikpikcreative
FOOD Tourism Offerings Accommodations Attractions Beverage Producers #LOVECRAFTBEER Culinary Schools Farmers’ Markets Festivals & Events Growers/Producers Restaurants Retailers Tours
CULINARY TOURISM PRODUCTS Include… • Trails and Routes • Tours • Packages, itineraries, experiences • Apps (e.g. Untapped) • Dining series/promotions • “Buy Local” programs • Festivals and events
POTENTIAL CRAFT BEER EXPERIENCES • Trails and Routes • Beer flavoured foods – Craft beer spice cake – Stout flavoured ice cream • Growler Clubs • Hop farm tours • Cask nights • Cooking classes • Craft beer cruises • Festivals
GIVING THE PEOPLE WHAT THEY WANT MOTIVATIONS OF FOOD TOURISTS
#LOVECRAFTBEER
Characteristics of Food Tourists Concerned about origin of products
Higher-than average expenditure
High level of loyalty
Masters of social media
Want the VIP treatment
Look for an authentic narrative
Culinary Tourists are… MORE ACTIVE ACTIVITY
PARTICIPANTS IN ANY PARTICIPANTS IN NO CULINARY ACTIVITY % CULINARY ACTIVITY %
VISITING HISTORIC SITES
51.2
19.4
OUTDOOR ADVENTURE (E.G. SWIMMING)
47.9
25.7
ATTENDING LIVE THEATRE
32.3
11.7
VISITING GARDENS
25.4
7.7
GOLFING
23.7
11.7
GOING TO A MUSIC FESTIVAL
13.7
3.9
GOING TO A SPA
18.1
3.8
Source: Tams Study 2006
Show & Tell TASTE
• 81% of respondents indicated ability to try locally sourced products was important when choosing a culinary activity
TOUR
• 43% of respondents look for guided tours when choosing a destination
TAKE AWAY
• 67% of respondents indicated option to take home products was important when choosing a culinary activity
2013 Ryerson University: Profile of the Ontario Culinary Tourist
FOR THOSE WHO THINK YOUNG: FOR THOSE WHO THINK ATTRACTING YOUNG: THE MILLENNIAL THE TRAVELER MILLENNIAL TRAVELLER
FOOD Tourists are… GETTING YOUNGER! • Food and beverage are the biggest deciding travel factor for Canadians 25-34 years of age (2012 TIAC/Deloitte survey) • 83% of Canadian travelers under 45 years of age share their experiences through social media (2012 TIAC/Deloitte survey) For many young chowhounds, their edible adventures involve a mix of high and low, exotic and local, tough-to-book “it” restaurants and undiscovered gems” – The Globe & Mail, Aug. 2013
• The annual purchasing power of millennials is est. $170B (ComScore) • By 2020, millennials will represent HALF of all global travel spending (“The Rise of the Millennial Traveler”)
…And what are they looking for? CHARACTERISTICS OF MILLENNIAL TRAVELERS
• Experiential, immersive travel experiences • Co-creation, collaboration, curation • Content, constant communication • Information about where their food is coming from • Restaurant tips from friends TRENDING
• Communal dining • Farm-to-table experiences • Small batch, artisanal products = CRAFT BEER!
THE CRAFT BEER DRINKER • Young and passionate about craft beer • One-off beers, cask ales • Shares experiences through social media • Appreciates collaboration • Prefer craft beer to domestic brands • Choose breweries based on branding/personality • “The Explorer” • “The Enthusiast” • “The Loyalist”
British Food Journal, Journal of Consumer Marketing
WELCOMING THE FOOD TOURIST
Welcoming the food tourist – WIIFM? Expand audience New products, experiences to market Increase visita@on Increase revenue Create new partnerships Business expansion Leverage Feast ON program
Are you thirsty for a nice glass of something local? FEASTON.ONTARIOCULINARY.COM
Welcoming the food tourist the checklist - for individual businesses TELLING THE LOCAL STORY ! Do we offer a unique “taste of place”? ! Do we serve/sell local food and drink? ! Do we promote where our sourcing? ! Do we call out specific growers and producers that we work with? ! Do we promote our partnerships within the local food community? Our memberships? (e.g. OCB) WELCOMING THE VISITOR ! Do we have a welcoming retail space for visitors? ! Do we post our hours and adhere to them? ! Do we have visible signage and route markers to direct visitors? ! Do we have an attractive website, with a map, directions and high quality photos?
Welcoming the food tourist the checklist - for individual businesses ENRICHING THE VISITOR EXPERIENCE
KEEPING VISITORS ENGAGED
! Do we offer tastings and samplings? ! Do we offer classes or education? ! Do we offer entertainment? ! Do we host any tours? Do we participate as a stop on a tour? ! Do we host any events on-site? ! Do we participate in off-site events? ! Is our staff knowledgeable and passionate about our products? ! Do we communicate our story with pride?
! Are we active on social media? Social review sites? ! Do we have a newsletter? Blog? ! Do we encourage our customers to engage with us? ! Do we offer incentives, run contests or promotions?
CREATING PARTNERSHIPS
Benefits Increases awareness
Leverage expertise
Add credibility
Fill in gaps
Pool resources
Avoid overlap
Promote innovation
Share responsibility
Expand audience
SILVERSMITH BREWING CO. • • • • •
Craft brewery in 1894 NOTL church No commercial kitchen Partnerships to create retail products Partnerships with NOTL food trucks Brew Box Company does home delivery
OTTAWA/TORONTO BEER RUN • September events in Ottawa, Toronto • Stops at breweries for tastings • “Beer Bunnies” act as route guides • Race kit includes Finishers Medal, Brewery Party Favours • Costumes encouraged • Live entertainment, beer education, brewery tours • Ottawa event – Sold out (600 ppl) • Toronto event – Sold out (500 ppl) • Support area charities
STEAM WHISTLE BREWING • Est. in 1998 • Housed in historic John St. Roundhouse – CPR train repair facility • Focus on one beer – Premium Pilsner w/ only 4 ingredients • Major event sponsor • Tours run 7 days/wk • Green initiatives • Beer survey on website collects consumer feedback • Staff are known as “The Good Beer Folks” • Vintage vehicles for events, home delivery
BEAU’S ALL NATURAL BREWING CO. • • • • • •
• •
Family run brewery Tours 7 days/wk Seasonal beers, online shop Organic, focus on sustainable brewing practices Beau’s Army Beau’s Oktoberfest • $95,000 raised for charity • 19,000 in attendance FeBREWary Tap Takeover Beau’s Points • Redeemable for Beau’s merchandise
“No. 1: Beau’s Lug•Tread. You’ve got to love a family-run, homegrown microbrewery with its own band, called the Oh-Yeah’s. The beer, made with certified organic malt and local spring water, is just as refreshing as its quirky branding.” - Ottawa Magazine
#LOVECRAFTBEER
Rebecca LeHeup, Executive Director Twitter: @OntarioCulinary Instagram: OntarioCulinary Email:
[email protected]
Twitter: @OCTA_licious Instagram: OCTA_Licious Phone: (416) 644-3601 Website: www.ontarioculinary.com
