Tapping into the Agri-Tourism Industry - Suggestions for Craft Distillers

Tapping into theAgri-Culinary Tourism Industry

Dianna Stampfler, CTAPresident - Promote Michigan

Executive Director – Michigan Craft Distillers Association

Dianna Stampfler, CTAPresident – Promote Michigan (2004-Present) (Formerly: West Michigan Tourist Association, 1997-2004)Executive Director – Michigan Craft Distillers AssociationExecutive Director – Kent County Hospitality AssociationPublicist - Michigan Brewers Guild; Grand Rapids International Wine, Beer & Food FestivalBoard Member – Ferris State University Hospitality Advisory Board; Grand Rapids Downtown MarketFounding Member – Michigan Culinary Tourism AllianceCo-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, WBCH, WKLT

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)

SOURCE: Business Insider (October, 2014)

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).

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! According to the American Culinary Traveler: "The percentage of US leisure travelers who travel to learn about unique dining experiences grew from 40% to 51% between 2006 and 2013.”

Agri-Culinary Tourism:The Ontario Culinary Tourism Alliance published a report in 2015 titled "The Rise of Food Tourism" in which they state: "...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.

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.

Tourism Promoters & Partners:• World Food Travel Association • State Travel Bureau (Travel Michigan –

Pure Michigan – Michigan.org)• State Departments (Michigan

Department of Agriculture & Rural Development; Michigan Department of Natural Resources)

• 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)

• State Trade Organizations (Michigan Craft Distillers Association)

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)

• 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)

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

Festivals & Events:Art of the Cocktail (Art Prize) – Grand Rapids

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

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

Festivals & Events:Grand Rapids Cocktail Week

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

Festivals & Events:Cocktail Classes @ Downtown Market Grand Rapids

Festivals & Events:Grand Rapids Cocktail Guild Iron Bartender

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

Festivals & Events:Sunrise Open Charity Golf Event (Benefitting Kent County Hospitality Scholarships)

Educational OpportunitiesFerris State University – Hospitality Department

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

Tapping into theAgri-Culinary Tourism Industry

Dianna@PromoteMichigan.com | 269-330-4228www.PromoteMichigan.com |

www.MiCraftSpirits.com | www.Michigan.org