Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Culinary and Agritourism
Development
Oregon Rural Tourism Studio
Wild Rivers Coast
November 2013
Agenda
• What makes food-related travel
memorable?
• What is “culinary and agricultural tourism”?
• Demand: market trends ...
“Call ahead. And reserve well
in advance. Demand for
agritourism exceeds supply.”
“The Best Farm to Table Restaurants in t...
What are we talking about?
Culinary
Tourism

Nature
recreation

Agritourism
Detering Orchard,
Harrisburg Oregon

Agritourism can
include
destinations
primarily visited
by locals, who
bring friends
a...
Wallowa County,
Oregon

Heirloom
beef, adding
on-farm sales,
educational
tours, more
. . . connect with
visitors as
suppliers to
chefs

Local farms with strong
local customer base . . .
“In Southern Oregon, Cathy and
Sam Pennington nurture five
children, 1880s heirloom berries
and old-time backing tradition...
Leaping Lamb Farm Stay
Alsea, Oregon
1 guest cabin,
$250 per night,
Booked all season

“Thank you so
much for sharing
this...
Hood River County,
Oregon

Farm offers tours on request, but a primary business is offfarm sale of wool and yarn on-line a...
Fairview Farms Goat Dairy,
Dallas, OR
(and
Goat Museum)

“Visit the 200 square foot
gallery, open Friday through
Sunday in...
Lodging, guides,
special events:
a destination
experience in
remote Fossil Oregon
Lavender festivals,
harvest festivals. . .

Easter lily festivals?
Food on the farm events, and
private events (including
celebrity weddings!)
Plate and Pitchfork:
Farm to Table events
Expanded from Farm to
Table events to outfitting
tours: e.g. Six days on the
salmon river, $2,795 per
person, sold out!
County-wide self-guided
loop tour, in Hood River
County, over 20 years
running. Associated
festivals grew over time.
Artisan Foods, some with locally
sourced ingredients
From artisan food sales to
participatory artisan food
Chefs who
feature high
quality local
foods
Prince Edward Island, CA- simple and fancy
Queen
Charlotte Trek,
New Zealand:
Multi-day hike
with awesome
local foods
and surprising
culinary
experiences
Catalysts
• Local farm tours to connect farms with each
other and chefs/restaurants
• Self-guided tours and trails
• Packa...
Travel Oregon
support activities
Demand Factors:
• Growth of the multi-cultured consumerfood as cultural experience
• Disconnect between urban and rural
• ...
Food and
education
enthusiasts

Outdoor
recreation
lovers

Families
and
special
event fans

Colorado Cultural, Heritage an...
Visitor Characteristics
Agritourism
• Families
• Few with teenagers
• Moderate income
• Highly educated
• More day tripper...
Intentional vs. accidental
7%

15%

Deliberate
Opportunistic
Accidental
39%

Uninterested
39%

Prince Edward Island study
Seeking . . .
•
•
•
•
•
•
•

Authenticity
Variety
Stories
Active learning
Animals
Something to bring home
Fun
Supply:“Eat and Drink” listings
Bandon Brookings Gold Beach Langlois Port Orford
Artisan Producers

3

Breweries

1
1

Cof...
Most promising assets for
future development?
Building blocks for visitor experiences
Consider market trends
Consider visi...
Connecting Assets to Create
Awesome Visitor Experiences
• Public facilities
and infrastructure
• Business services
• Signa...
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Wild Rivers Coast Rural Tourism Studio Agritourism Presentation
Upcoming SlideShare
Loading in …5
×

Wild Rivers Coast Rural Tourism Studio Agritourism Presentation

714 views

Published on

Published in: Business
  • Be the first to comment

  • Be the first to like this

Wild Rivers Coast Rural Tourism Studio Agritourism Presentation

  1. 1. Culinary and Agritourism Development Oregon Rural Tourism Studio Wild Rivers Coast November 2013
  2. 2. Agenda • What makes food-related travel memorable? • What is “culinary and agricultural tourism”? • Demand: market trends and visitor profiles • Supply: your assets • Strategies: enhancing visitor experience • Action plans and next steps
  3. 3. “Call ahead. And reserve well in advance. Demand for agritourism exceeds supply.” “The Best Farm to Table Restaurants in the Pacific Northwest” Conde Nast Traveler magazine, March 2013
  4. 4. What are we talking about? Culinary Tourism Nature recreation Agritourism
  5. 5. Detering Orchard, Harrisburg Oregon Agritourism can include destinations primarily visited by locals, who bring friends and family
  6. 6. Wallowa County, Oregon Heirloom beef, adding on-farm sales, educational tours, more
  7. 7. . . . connect with visitors as suppliers to chefs Local farms with strong local customer base . . .
  8. 8. “In Southern Oregon, Cathy and Sam Pennington nurture five children, 1880s heirloom berries and old-time backing traditions.” -Country Living magazine
  9. 9. Leaping Lamb Farm Stay Alsea, Oregon 1 guest cabin, $250 per night, Booked all season “Thank you so much for sharing this most special place. You offer your guests the perfect holy trinity for renewal– plenty of green space, silence, happy animals.”
  10. 10. Hood River County, Oregon Farm offers tours on request, but a primary business is offfarm sale of wool and yarn on-line and retail shop in downtown Hood River, a main tourist destination
  11. 11. Fairview Farms Goat Dairy, Dallas, OR (and Goat Museum) “Visit the 200 square foot gallery, open Friday through Sunday in winter, for a glimpse of how humans’ relationship with goats has evolved over the past 10,000 years . . .” - Via, AAA magazine “The Food Issue, Nov 2013
  12. 12. Lodging, guides, special events: a destination experience in remote Fossil Oregon
  13. 13. Lavender festivals, harvest festivals. . . Easter lily festivals?
  14. 14. Food on the farm events, and private events (including celebrity weddings!)
  15. 15. Plate and Pitchfork: Farm to Table events
  16. 16. Expanded from Farm to Table events to outfitting tours: e.g. Six days on the salmon river, $2,795 per person, sold out!
  17. 17. County-wide self-guided loop tour, in Hood River County, over 20 years running. Associated festivals grew over time.
  18. 18. Artisan Foods, some with locally sourced ingredients
  19. 19. From artisan food sales to participatory artisan food
  20. 20. Chefs who feature high quality local foods
  21. 21. Prince Edward Island, CA- simple and fancy
  22. 22. Queen Charlotte Trek, New Zealand: Multi-day hike with awesome local foods and surprising culinary experiences
  23. 23. Catalysts • Local farm tours to connect farms with each other and chefs/restaurants • Self-guided tours and trails • Packaged itineraries and experiences • Technical assistance to farmers and food entrepreneurs • Distinctive, meaningful branding • Producer initiatives supported by community
  24. 24. Travel Oregon support activities
  25. 25. Demand Factors: • Growth of the multi-cultured consumerfood as cultural experience • Disconnect between urban and rural • Renewed emphasis on family time • Rejection of mass production; rise of artisan production • Slow Foods and Buy local • Environmental and health concerns • Affluence trading up to better food • Celebrity chefs and media
  26. 26. Food and education enthusiasts Outdoor recreation lovers Families and special event fans Colorado Cultural, Heritage and Agritourism Strategic Plan Who are we talking about?
  27. 27. Visitor Characteristics Agritourism • Families • Few with teenagers • Moderate income • Highly educated • More day trippers Culinary Tourism • Similar profile to outdoor recreation market • DINKS and SINKS • Age 35-64 • Higher than average income and education • Like heritage travelers, more likely to try many activities
  28. 28. Intentional vs. accidental 7% 15% Deliberate Opportunistic Accidental 39% Uninterested 39% Prince Edward Island study
  29. 29. Seeking . . . • • • • • • • Authenticity Variety Stories Active learning Animals Something to bring home Fun
  30. 30. Supply:“Eat and Drink” listings Bandon Brookings Gold Beach Langlois Port Orford Artisan Producers 3 Breweries 1 1 Coffee and Tea Culinary Experiences 1 4 Oregon Distilleries 1 1 Farmers Markets 3 1 2 1 Oregon Food Trips 1 Picking and Foraging 3 1 2 1 16 3 Ranches Restaurants Seafood Wineries and Wine 1 9 1 4
  31. 31. Most promising assets for future development? Building blocks for visitor experiences Consider market trends Consider visitor profile Consider WRC initial asset inventory
  32. 32. Connecting Assets to Create Awesome Visitor Experiences • Public facilities and infrastructure • Business services • Signage and wayfinding • Interpretation • Marketing and communications • Routes and Itineraries

×