Tourism is changing - with agri-culinary based activities (focused on local eating and drinking) among the fastest growing sectors. How can craft beverage producers find ways to partner with other producers, as well as hotels, restaurants, recreational service providers, associations and others to provide a more personal and interesting travel experience for consumers? This presentation provides award-winning examples from around Michigan - from Dianna Stampfler of Promote Michigan (www.PromoteMichigan.com).

1. COMMUNITY
COLLABORATIONS
How Craft Beverage
Producers Benefit from
Partnering with Local, State
& National Organizations
Featuring examples from the
internationally-recognized,
award-winning
Dianna Stampfler, CTA
President - Promote Michigan

2. Dianna Stampfler, CTA
President – Promote Michigan (2004-Present) (West Michigan Tourist Assn., 1997-2004)
Executive Director – Michigan Craft Distillers Association (Founded: 2014)
Executive Director – Kent County Hospitality Association (2008-Present)
Publicist – Michigan Brewers Guild (2008-Present)
Publicist – Grand Rapids International Wine, Beer & Food Festival (2008-Present)
Board Member – Ferris State University Hospitality Advisory Board
Board Member – Grand Rapids Downtown Market
Founding Member – Michigan Culinary Tourism Alliance
Co-Chair – Charlevoix & Petoskey Culinary Tourism Alliance; Traverse City Culinary
Tourism Alliance (Member – Grand Rapids Culinary Tourism Alliance)
Freelance Writer – Michigan BLUE Magazine, Grand Rapids Magazine,
West Michigan Carefree Travel, Pure Michigan Travel Ideas, Michigan.org/blog;
Freelance Broadcaster – WJR, WAKV, WGVU, WBCK, WKLT

3. Tourism:
The act of traveling more than 50 miles from home for the purpose of business,
recreation, culture, history, agriculture or other form of entertainment.
In 2014, there were 1.133 billion international tourist arrivals worldwide.
Globally, travel and tourism generated $7.6 trillion (U.S.) and accounts for 277 million
jobs (1 in 11 jobs)
In 2014, the United States rated #2 of the top 10 international tourism destinations
with 74.8 million international tourism arrivals.
SOURCE: World Travel & Tourism Council (WTTC)

4. SOURCE: Business Insider (October, 2014)

5. Agri-Tourism:
Where agriculture and tourism intersect.
Any agriculturally-based operation or activity that brings visitors to a farm, ranch or
other destination that operates closely with agricultural entities (wineries, breweries,
cideries, distilleries); often a subset of rural tourism.
Agri-tourism, one of the fastest growing segments of the travel industry, also includes
more “urban” locations (distilleries, wineries, breweries) where local agricultural
commodities are utilized to create a consumable product).
California (Tourism: $40 billion | Agriculture: $80 billion) is the most agriculturally-
diverse state in the country…followed by, Michigan (Tourism: $22+ billion | Agriculture:
$102 billion) (Craft Beer: $610 million | Wine: $300 million | Spirits: $400 million)

6. Culinary (Food or “Foodie”) Tourism:
The pursuit of unique and memorable eating / drinking experiences;
a subset of cultural tourism (cuisine is a manifestation of culture).
Culinary tourism is part of every other aspect of tourism (we always eat when we
travel, and many also drink). More frequently it is also the PRIMARY reason for travel.
Culinary tourism is among the fastest growing sectors of the overall travel industry in
the world!
The percentage of US leisure travelers who travel to learn about unique dining
experiences grew from 40% to 51% between 2006 and 2013.
SOURCE: American Culinary Traveler

7. Agri-Culinary Tourism:
A 2015 report titled "The Rise of Food Tourism" states: "...culinary tourists share
millions of F&B themed photos daily across social platforms like Twitter, Facebook,
Instagram and Flickr. This increases travel consumers awareness of different cuisines
and cultures and it fuels their desire to experience them.”
Agri-culinary travel-based TV shows, magazines and blogs have generated a segment of
travelers seeking a style of travel focused on cuisine.
SOURCE: Ontario Culinary Tourism Alliance

8. Beverage Tourism:
A subset of agri-culinary tourism, focused on the thriving craft alcohol
beverage industry: distilleries wineries, breweries, cideries, meaderies, etc.
Building relationships in the agri-culinary tourism world helps generate sales of
products to retail accounts as well as drive traffic to tasting rooms.
From tours, to festivals and events, to spirit dinners and tastings, there are plenty of
ways for distilleries to tap into collaborative marketing partnerships.

9. Tourism Promoters & Partners:
• World Food Travel Association
• Brand USA
• Great Lakes Information Network
• State Travel Bureau (Travel Michigan – Pure Michigan – Michigan.org)
• State Departments (Michigan Department of Agriculture & Rural Development;
Michigan Department of Natural Resources)
• State Trade Organizations (Michigan Grape & Wine Industry Council, Michigan
Brewers Guild, Michigan Craft Distillers Association, Michigan Cider Association)
• Other State Organizations (Michigan Culinary Tourism Alliance, Michigan Agri-
Tourism Association, Michigan Farm Market Association, Michigan Restaurant
Association, Michigan Grocers Association, Michigan Retailers Association,
Michigan Festivals & Events Association, etc.)

10. Tourism Promoters & Partners:
• Regional Tourism Associations (West Michigan Tourist Association,
Upper Peninsula Tourism & Recreation Association)
• Regional Visitor Bureaus (Experience Grand Rapids, Traverse City Tourism)
• Local Chambers of Commerce, Downtown Development Authorities
• Local Groups (Grand Rapids Cocktail Guild, Local First, Beer City Brewers Guild,
Leelanau Peninsula Vintners Association, Sunrise Side Wine & Hops)
• Colleges & Universities (Ferris State University, Schoolcraft College, Great Lakes
Culinary Institute, Secchia Institute for Culinary Education)
• Non-Profit Organizations (Hospice of Michigan)
• Media (Detroit Metro-Times, Grand Rapids Magazine, TV 7/4, EightWest, Mlive)

11. Pure Michigan
Launched in 2006 as the marketing message for Travel Michigan
(the tourism branch of Michigan Economic Development Corporation).
“Your trip begins at Michigan.org.”

18. Michigan Grape & Wine Industry Council

19. Michigan Wine Showcase
Rattlesnake Club, Detroit

22. Michigan Brewers Guild

45. Michigan Winter Beer Festival
Grand Rapids

46. Festivals & Events:
Thank you, Beer! (Grand Rapids Public Museum)

47. Beer City USA
Grand Rapids

48. Cold Brews, Hot Eats
Grand Rapids

49. Great Lakes Pub Cruiser
Grand Rapids

51. Festivals & Events:
“Breakfast of Champions” (previously Beer City Open)Hospitality Charity Golf Event

52. Festivals & Events:
The Red Party – Valentine Distilling Company @ Amway Grand Plaza Hotel

53. Festivals & Events:
Art of the Cocktail

54. Festivals & Events:
Full Contact Cocktail Competition - New Holland Brewing Competition

55. Festivals & Events:
Grand Rapids Cocktail Guild Iron Bartender

56. Festivals & Events:
Grand Rapids Cocktail Week

57. Festivals & Events:
Cocktail Classes @ Downtown Market Grand Rapids

58. Festivals & Events:
Cocktail Classes & Packages – JW Marriott, Grand Rapids

59. Festivals & Events:
American Spirit: The Rise & Fall of Prohibition (Grand Rapids Public Museum)

60. Festivals & Events:
Grand Rapids Wine, Beer & Food Festival

61. Festivals & Events:
Grand Rapids Wine, Beer & Food Festival

62. Festivals & Events:
Grand Rapids Wine, Beer & Food Festival

63. Festivals & Events:
Grand Rapids Wine, Beer & Food Festival

64. Food Blogger Tours
New Holland Brewing & Hudsonville Ice Cream

65. Sweet Partnerships:

67. Festivals & Events:
Barley, BBQ & Beats (Benefitting Hospice of Michigan)

80. Educational Opportunities
Ferris State University – Hospitality Department

81. Additional Information
Michigan.org
Michigan.gov/MDA
WMTA.org
UPTravel.com
MichiganWines.com
MiBeer.com
MiCraftSpirits.com
mca30.wildapricot.org (Michigan Cider Assn)
Glintcap.org (Great Lakes Cider & Perry Assn)
TravelMarquetteMichigan.com
TraverseCity.com
ExperienceGR.com
DiscoverKalamazoo.com
Lansing.org
GoGreat.com (Great Lakes Bay Area)
VisitYpsiNow.com
VisitAnnArbor.org
A2Ychamber.org
PromoteMichigan.com

82. COMMUNITY
COLLABORATIONS
How Craft Beverage
Producers Benefit from
Partnering with Local, State
& National Organizations
Featuring examples
from the award-winning
Dianna Stampfler, CTA
President - Promote Michigan