Food4ways
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Food 4 Ways presentation from 2015 AAM Annual Meeting
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Food4ways
- 1. Food 4 Ways: Trends, Messages, Programs, and Management American Alliance of Museums Annual Meeting - April 29th, 2015
- 5. Okay, now on to introductions … Marika Barranco Guest Experience Manager—Monterey Bay Aquarium Sabina Carr Vice President, Marketing—Atlanta Botanical Garden Ann Wei-ting Chen Research Director—Banyan Communications Lindsay Martin Director, Administration—Hammer Museum at UCLA
- 7. Go ahead and share… #aam2015 @atlbotantical @hammer_museum #hammermuseum @montereyAq @mrsmarbar @chefhopkins @quincandypdx #bestpanelever
- 8. Trends Lindsay Martin Director, Administration Hammer Museum at UCLA lmartin@hammer.ucla.edu
- 10. Food as Catalyst
- 12. Beer, Wine and Spirits Explora
- 13. Reaching Out
- 16. Programs Sabina Carr Vice President, Marketing Atlanta Botanical Garden scarr@atlantabg.org
- 17. Garden State of Mind 1976
- 22. The Cafe at Linton’s 2014
- 23. Audience Building Participant Engagement Ladder Adapted from The Interpreters Training Manual for Museums, Cunningham, 2004 Casual Visitor Experience Cocktails in the Garden Visitors Formal Classes Summer Camps & Public School Programs Well-Seasoned & Fresh Plates Chef Demos The Cafe at Linton’s in the Garden & Garden Chef Demos
- 27. Cocktails in the Garden
- 28. Kid’s Classes & Camps
- 29. School Programs Text text text text text text text text text text text text text text text text text text text text text text text text text text text
- 30. Messages Ann Wei-ting Chen Research Director Banyan Communications a.weiting@gmail.com
- 35. FOOD: AN EDIBLE MEDIUM 35 Food sends a message – so use it to further your museum’s mission. Credit: USDA National Agricultural Library
- 36. DON’T FALL INTO THE TREND TRAP – MAKE YOUR MESSAGE AUTHENTIC 36 Credit: The New York Times, August 12 2014
- 37. 37 STAY OUTCOME-FOCUSED; MAKE LOGIC MODELS! Situation: Hunger Input: Raw Ingredients Activity: Prepare Food Output: A Cooked Meal Outcome: Hungry No More!
- 38. 38 THINK SYSTEMS, FIND PARTNERS, STAY RELEVANT Credit: Cultivating Soil Solutions Can you find partners whose food-related work align with your mission?
- 39. 3 9 MAKE YOUR SUCCESS SUSTAINABLE Engage stakeholders to ensure long-term success Credit: Automotive Digital Marketing Share your success on multiple platforms: real, virtual, social…
- 40. Managemen t Marika Barranco Guest Experience Manager Monterey Bay Aquarium mbarranco@mbayaq.org
- 50. Seafood Watch app available for iOS and Android
- 52. Discussio n
- 53. Questions
- 54. Thank you!
Editor's Notes
- My strongest connection to food was “planted” early on by my parents at our home in the “Garden State” of New Jersey and the memories of my Mother’s small vegetable garden that provided big bountiful baskets of lettuce, squash, asparagus, tomatoes and more. Each summer I cherished the time spent helping her tend the garden which not only filled our dinner table each night with fresh food but also provided precious family bonding time.
- The Garden’s mission is connecting people to plants – the easiest way to do this is through food and to do so in an authentic way. With that said we focused on building a cutting edge, beautifully designed edible garden that could engage people deeply in the importance of health and wellness through edible plants.
- But first we had to dig up our old parking lot – this blacktop hadn't seen the light of day in more than 35 years!
- Our Edible Garden is no backyard vegetable patch. It's a feast for the eyes demonstrating that fruits and vegetables make beautiful landscape plants. The Edible Garden includes an Outdoor Kitchen where Atlanta's top chefs present cooking classes and every weekend May through October, the Garden Chef showcases seasonal recipes using ingredients harvested from the Edible Garden. Any harvested food not used in educational programs is donated to the local food bank.
- The overall design was inspired by the use of three “crop circles” Anchored on one end by the Outdoor Vegetable Amphitheatre, Outdoor Demonstration Kitchen on the other. And in the middle a massive 60’ vertical Herb Wall.
- And there’s even more action in our new café where we partnered with James Beard award-winning chef Linton Hopkins. We stepped up our offerings in November of last year to meet the growing demand for excellence in food service – that it be as high quality as our guest experience in the Garden.
- Building this new garden meant activating it at the get go by attracting the right audiences with dynamic and engaging programming. This engagement ladder illustrates how we do this successfully.
- Market research showed this young demographic was imperative to our success in attracting visitors through our food programs – having fun in unique settings is very top of mind for this Millennial Audience Of course Women 35-54 are key audience for the edible garden as well though various chef demonstrations, children’s classes and more. They tend to be very affluent with HHI’s hovering at $150K +
- With audience in mind we built a successful array of programs…… In 2014, more than 25,000 visitors enjoyed our Garden Chef demos held for free each weekend featuring an in-season vegetable – like okra pictured here.
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